In a move that could reshape the future of online search, Apple is reportedly planning to introduce new AI-powered search options in its Safari browser—potentially ending Google’s long-held dominance in this space. The iPhone maker may soon offer alternatives like OpenAI and Perplexity AI, signaling a shift that could cost Google not just billions of dollars but its monopoly in mobile search.
This news sent shockwaves through the tech industry, wiping out nearly $150 billion from Google’s parent company Alphabet’s market value after its stock fell 7.3%. Why the panic? Because Google’s position as the default search engine on Safari is no small deal—it reportedly pays Apple around $20 billion annually to retain that top spot.
At a recent antitrust trial, Apple’s senior vice president Eddy Cue testified that Safari searches had declined for the first time ever last month. The reason? A growing number of users are turning to AI-based tools to find information, rather than relying solely on traditional search engines. That insight, reportedly shared with Reuters by a source close to the matter, underscores how AI is rapidly changing user behavior.
Although Google responded by highlighting continued growth in overall search volumes—including from Apple devices—it’s clear the competition is heating up. New AI technologies like ChatGPT and Perplexity AI are gaining ground fast. ChatGPT, for example, recently reported over 1 billion weekly searches and more than 400 million weekly active users as of February.
The U.S. Justice Department is already pushing back against Google’s dominance, proposing measures such as banning its default search payments to Apple and other companies. Such a ban would be a direct hit to Google’s core business model, which relies heavily on search-based ad revenue.
Analysts agree that Apple’s shift could have massive ripple effects. “If viable alternatives to Google become available, many advertisers could start shifting their budgets,” said Gil Luria of D.A. Davidson. With Google holding nearly 90% of the global search market, any crack in its armor could redefine the digital advertising landscape.
That said, Google isn’t backing down. The company has been aggressively rolling out its own AI features, such as “AI Overviews,” and integrating its Gemini AI into more products. CEO Sundar Pichai recently testified that Google is negotiating with Apple to include Gemini on future devices.
Meanwhile, Apple is quietly positioning itself as a gatekeeper for AI search. By adding new options like OpenAI and Perplexity to Safari, it’s giving users more control—and potentially rewriting the rules of search engine competition.
This strategic pivot could be one of Apple’s most disruptive moves yet. As consumers increasingly embrace AI-driven tools, the traditional dominance of one search engine may become a thing of the past.
