Apple is reportedly exploring the integration of artificial intelligence (AI) search options within its Safari browser. This information came to light during testimony from an Apple executive in the ongoing antitrust case involving the U.S. Justice Department. The executive noted that the Cupertino-based company has engaged in discussions with various AI service providers, aiming to incorporate their web search capabilities as an alternative option in the browser. However, the transition has been delayed as these AI services have not yet met Apple’s quality standards for a reliable implementation.
Apple Exploring AI Search Options for Safari
A report from Bloomberg indicates that Eddy Cue, Apple’s Senior Vice President of Services, provided this information while testifying in Google’s antitrust case. This case primarily addresses concerns over Google’s search monopoly and associated practices, centering around the $20 billion (approximately Rs. 1.6 lakh crore) that Google compensates Apple to maintain its status as the default search engine on Safari.
During his testimony, Cue stated that Apple is “actively looking” to implement AI-powered search options for its browser. He mentioned that a notable decline in search queries on Safari was observed in April, marking the first decrease in over two decades—a trend that raises concerns for Apple, as it directly affects the revenue generated from its agreement with Google.
The partnership stipulates that Google shares a portion of the advertising revenue derived from searches on Safari. A drop in searches implies a reduction in ad revenue for Apple.
Cue expressed his belief that traditional search traffic is increasingly shifting towards AI search engines and chatbot services. He acknowledged that he previously did not view them as valid alternatives. However, he now sees “much greater potential” given recent advancements and new entrants in the field addressing search in innovative ways.
Apple has reportedly been in talks with companies like OpenAI, Perplexity, and Anthropic to potentially introduce AI-driven search features to Safari. Nevertheless, the company is not in a rush to move forward, as the current quality of these search engines does not align with the expectations of Apple users. Additionally, it was noted that any new search options, if implemented, would not be set as the default choice in Safari, according to Cue.
