Apple is reportedly preparing a Safari redesign centered on AI search integration, aligning with potential shifts in its lucrative partnership with Google, as revealed in recent antitrust case testimony.
Apple Hints at Search Strategy Shift
Eddy Cue, Apple’s Senior Vice President of Services, testified that Safari search volume declined for the first time last month, attributing the drop to users increasingly favoring AI tools over traditional search engines. The shift emerges as courts weigh next steps following Google’s antitrust loss in August.
As reported by Bloomberg, Cue testified:
You may not need an iPhone 10 years from now as crazy as it sounds. The only way you truly have true competition is when you have technology shifts. Technology shifts create these opportunities. AI is a new technology shift, and it’s creating new opportunities for new entrants.
AI Search Poised to Disrupt Traditional Search
Eddy Cue believes AI search providers like OpenAI, Perplexity AI, and Anthropic are on track to eventually replace conventional search engines such as Google.
“We will add them to the list — they probably won’t be the default,” Cue stated, confirming Apple has already held discussions with Perplexity.
Currently, Apple integrates ChatGPT with Siri and plans to add Google’s Gemini later this year.
While Cue acknowledged that AI search tools still need stronger indexing capabilities, he emphasized their superior features are compelling enough to drive user adoption.
“There’s enough money now, enough large players, that I don’t see how it doesn’t happen,” he said of the broader shift toward AI-powered search.
Context: Timeline of Google’s Antitrust Proceedings
Cue’s testimony aligns with critical milestones in the antitrust case against Google:
- August 2024: Judge Mehta ruled Google violated antitrust laws via exclusive search agreements
- October 2024: DOJ proposed remedies targeting distribution, data practices, search results, and advertising
- December 2024: Google submitted countermeasures to ease restrictions on search deals
- March 2025: DOJ revised proposals, potentially requiring Google to divest Chrome
The $20 Billion Question
The central issue revolves around Google’s $20 billion annual deal with Apple, making Google the default search engine on Safari.
While anticipating changes to the deal, Cue acknowledged concerns about the potential loss of revenue, admitting he has “lost sleep” over it.
The $20 billion payment was revealed during the trial, with Google paying Apple the same amount in 2022 to maintain its default search engine status. Last year, the partnership expanded, adding Google Lens to the Visual Intelligence feature on new iPhones.
Proposed Remedies & Responses
The DOJ’s latest filing outlines key proposed changes:
- Requiring Google to divest Chrome
- Capping Google’s payments for default search placement
- Preventing Google from prioritizing its own products in search results
- Increasing transparency in Google’s advertising practices
Google has strongly opposed these proposals, labeling them a “radical interventionist agenda” that could disrupt its products.
Instead, Google advocates for a model where browser companies manage multiple search engines, allowing device makers greater flexibility in preloading search options.
What This Means
Should Apple shift Safari toward AI, it could signal major disruptions in search dynamics.
This shift has the potential to significantly alter the search landscape and digital marketing for years to come.
