NAIROBI, Kenya — Apple is about to make Safari searches a whole lot smarter — and for Google, that’s a problem with a billion-dollar price tag.
The iPhone maker is reportedly revamping its Safari browser to include AI-powered search alternatives like OpenAI and Perplexity AI, a move that could sideline Google’s long-standing position as the default search engine.
The ripple effects are already showing: shares of Google-parent Alphabet (NASDAQ: GOOGL) took a sharp 7.3pc dive, wiping out a jaw-dropping $150 billion in market value.
Apple’s shift isn’t just a tech tweak — it’s a potential seismic shift in the power dynamics of online search.
Apple Is Getting Smarter with Search — And Google Knows It
According to Reuters, Apple’s Eddy Cue revealed during a U.S. antitrust hearing that Safari searches actually declined last month, driven by users increasingly turning to AI-powered tools like ChatGPT. While that may sound like a throwaway data point, it underscores a bigger trend: traditional search engines are facing real disruption.
Cue’s comments come at a moment when Apple is “actively looking at” reshaping how Safari handles search — possibly giving generative AI players front-row access to your search bar. Bloomberg reports that Apple plans to add AI search engines like OpenAI’s ChatGPT and Perplexity as default options soon.
Why This Is a $20 Billion Headache for Google
Google currently pays Apple an estimated $20 billion a year — roughly 36pc of its Safari-generated search revenue — to remain the default engine on iPhones and iPads.
That cushy spot has helped Google maintain a near-monopoly in mobile search, especially in the U.S., where the company holds about 90pc market share.
But the U.S. Justice Department wants to end Google’s pay-to-play dominance. In an ongoing antitrust case, the DOJ is proposing a ban on these default-placement deals altogether.
If that happens, and Apple removes Google as the default option — or even gives users better AI alternatives — the blow to Google’s core ad business could be massive.
“This isn’t just about losing exclusivity,” said D.A. Davidson analyst Gil Luria. “It’s about advertisers having real alternatives — and moving their dollars elsewhere.”
Google’s AI Counterpunch: Gemini, AI Overviews, and More
Google isn’t just watching from the sidelines. The company has been aggressively pushing its own AI agenda since critics claimed it was late to the party after ChatGPT’s breakout moment.
Earlier this year, Google rolled out AI Overviews, smart summaries that appear atop traditional search results.
It also launched an “AI mode” for its search engine and expanded those tools to users in over 100 countries. On top of that, CEO Sundar Pichai confirmed Google is working to integrate its Gemini AI into future iPhones — potentially through a deal with Apple by mid-year.
Google insists its search engine is still seeing growth, including “total queries coming from Apple devices,” and highlights tools like voice and visual search as key contributors.
Still, Apple’s embrace of AI search alternatives suggests the winds of change are blowing — and they may not favor the search giant that once seemed untouchable.
The Search Game Is Changing — And Fast
Let’s be clear: This isn’t just an Apple-vs-Google fight. It’s a fundamental shift in how we search, and what we expect from our digital assistants.
According to OpenAI, ChatGPT now sees over 1 billion weekly searches, with more than 400 million active users each week. That’s not a niche anymore — it’s a movement.
For now, Google remains a juggernaut. But Apple’s quiet repositioning of Safari — coupled with increasing consumer appetite for generative search tools — could chip away at the foundations of Google’s $200+ billion advertising empire.
In tech, nothing stays dominant forever. And with AI now in the driver’s seat, the road ahead for search might be looking a whole lot less… Google-able.
