Apple might soon change how we search the web by adding AI-powered search to its Safari browser, posing a serious challenge to Google’s long-time lead in search engines.
SoFsurces familiar with Apple’s internal developments suggest the company is working on an AI-enhanced search experience set to open with iOS 18 and macOS 15 later this year. If true, this could mark a major turning point for how Apple users access information on the web, and a possible decoding of its billion-dollar partnership with Google.
Longstanding Google-Apple Deal at Risk
Google currently pays Apple an estimated $18 billion annually to remain the default search engine on Safari across all Apple devices. This agreement has given Google near-universal access to search traffic from over 1.5 billion active Apple users worldwide.
However, Apple’s strong viewpoint on user privacy and data protection has long been at odds with Google’s ad-driven business model. Analysts believe Apple may now be positioning itself to take greater control over the search experience on its terms.
Apple’s AI Search
While Apple has not officially confirmed any AI search product, several recent developments point toward a coming launch:
- Increased activity from Applebot, Apple’s web crawler, suggests the company is building a proprietary web index.
- Apple has recruited top AI talent, including former Google and Microsoft engineers with search engine experience.
- The company is reportedly working on its own large language model (LLM), internally dubbed Apple GPT, capable of natural language responses and on-device search capabilities.
- Leaks and insider reports indicate that Safari may soon feature an AI-based conversational search bar, replacing or supplementing traditional query results.
How Apple’s AI Search Might Work
Industry observers assume that Apple’s AI search will focus on:
- Conversational interfaces similar to ChatGPT allow users to ask complex questions and receive contextual, summarized answers.
- On-device processing for queries, ensuring data stays private and secure, is an approach that aligns with Apple’s broader ecosystem.
- Deep integration with apps and services like Mail, Messages, Calendar, and Maps gives Apple an edge in delivering personalized results.
If launched, the new Safari experience could avoid traditional web page rankings altogether and provide AI-generated answers directly in the browser interface.
Importance of Google
A transformation away from Google search on Apple devices would pose a serious threat to Google’s ad revenue. More than half of Google’s mobile search traffic originates from Safari on iPhones and iPads. Losing that default position could lead to billions in lost revenue and reduced market share.
For customers, Apple’s AI search could mean:
- Fewer ads and a cleaner browsing experience.
- Faster, summarized answers without needing to click multiple links.
- Greater privacy, as searches may no longer be tracked for ad targeting.
For digital marketers and SEO professionals, the impact could be more disruptive. Traditional search engine optimization strategies may become less effective in an AI-driven system. Content creators may need to rethink how they craft content for visibility in a conversational AI environment.
What Comes Next?
Apple is expected to reveal major software updates at its WWDC 2025 (Worldwide Developers Conference) in June. If the company does announce an AI search upgrade in Safari, it could roll out to the public as early as September with the release of iOS 18.
Analysts believe Apple will not eliminate Google as an option, at least not initially. However, any AI-powered alternative that improves user experience while maintaining privacy could quickly break down Google’s lead. As Apple prepares to introduce a new kind of search, faster, smarter, and private by design, the question remains: Are users ready to leave Google behind?
