Apple taking a swing at Google Search? Safari might get AI brains, and Google could lose $20 billion. What’s this mean for all of us, and why does Apple’s Eddy Cue think AI search is the future? My breakdown of the situation.
Alright folks, looks like the tech giants are at it again, trying to divvy up the world, and this time it’s all about search. Apple, true to form, has decided it doesn’t want to be left out and is apparently seriously considering baking some fancy new AI-powered search into its Safari browser. And that, you know, could really shake things up for the whole internet, and Google, which has been the default there for ages, is clearly getting a bit antsy.
Rumor has it, the Cupertino crew is “actively looking” at various AI outfits like Perplexity AI (these guys promise answers with proof, not just a list of links), OpenAI (creators of ChatGPT, can’t escape them), and Anthropic (their Claude is also making waves). The goal, as always, is noble – to make Safari search smarter, more convenient, and, of course, with that Apple emphasis on privacy. They want us to get straight answers to our tricky questions, instead of digging through tons of blue links. Sounds tempting, I won’t lie.
Adding fuel to the fire was Eddy Cue, an Apple bigwig pTM in charge of services. Speaking at the antitrust trial against Google (yeah, that’s a whole other soap opera), he mentioned that Safari search volumes, for the first time ever, have started to dip. And who does he blame? You guessed it, the newfangled AI tools that people are increasingly using to find info. What’s more, Cue is convinced that AI search is the future, and traditional search engines, Google included, will eventually fade into the background. Sounds a lot like my reports, where old websites are also slowly kicking the bucket.
Observers are already whispering that the first announcements could come at WWDC in June 2025, along with iOS 19. Although Cue hinted that they wouldn’t make the new AI search the default right away, it’s definitely on the cards as an alternative. Looks like Apple has decided not to put all its eggs in one basket and might give us a choice of several AI engines. A classic multi-move to benefit themselves and stir up some competition.
And now for the juicy part – the money. Google, by various estimates, shells out around 20 billion a year to Apple to remain the default search engine in Safari. That’s a hefty sum, to put it mildly. For Apple, it’s a fat slice of their service revenue pie (some say up to 20% of their operating profit!), and for Google, it’s access to a massive audience of Apple device users (over 2 billion active devices, no joke!). Traffic from iOS alone, by some counts, brings Google about 60 billion a year!
And this golden goose is now under a double threat: on one hand, Apple’s AI ambitions, and on the other, that very same antitrust lawsuit from the US Department of Justice, which threatens to tear down this whole system of exclusive deals. If the court rules against Google, they could be forced not only to terminate the deal but also, for example, to share their search data with other AI developers to, so to speak, “level the playing field.” Can you imagine what a gift that would be for Apple and its potential AI partners?
Apple itself is, of course, playing its own game here. Cue seemed to hint in court that they could live without Google, saying, look how many AI alternatives have popped up. But at the same time, he admits they’re still heavily reliant on the current deal. It’s a tricky maneuver, trying to influence the court and cover their own backs in case Google gets “asked” to leave.
Let’s take a look at these AI beasts Apple is considering:
The main cool thing about AI search is its contextual understanding of queries, direct answers, and personalization. No more sifting through endless links; the AI finds everything, compiles it, and gives it to you digestibility. Sounds like a dream, especially for those who, like me, value their time.
But, as they say, there are nuances. Firstly, “hallucinations” – AI can make up stuff that’ll make your hair stand on end. Secondly, bias – what it’s taught is what it spits out. Thirdly, privacy – how Apple will handle this with its principles is a big question. And accuracy, of course, is still a bit wonky.
If Apple actually pulls this off, the search market could change beyond recognition.
Apple has always prided itself on its commitment to privacy. And they promise not to disappoint here either. Their “Apple Intelligence” is built on two pillars:
Users aren’t standing still either. Everyone wants fast, direct answers and personalization. Conversational AIs are getting us used to a dialog format for interacting with information. And, of course, privacy concerns are growing.
Browsers, from simple “gateways to the internet,” could turn into smart AI assistants that manage tabs, help with shopping, and curate content. Apple, with its ecosystem, could be leading the charge here.
But problems remain: AI accuracy, bias, “hallucinations,” and the cost of all this fun.
Apple’s AI search venture is more than just another update. It’s, potentially, a tectonic shift in how we search for and consume information, and how money is made from it.
Key Unanswered Questions:
In short, the coming years definitely won’t be boring. We’re watching this circus unfold, as they say. For my little websites and services, this could also have repercussions, so I’m keeping my finger on the pulse. What do you guys think, will it take off or is it another bubble, like crypto? Share your thoughts in the comments.
