• Apple’s AI search integration plans for Safari signal as traditional search use falls.
• Eddy Cue says Apple actively evaluating partnerships with AI alternatives to Google

Apple is “actively looking at” implementing AI search integration into Safari, according to court testimony that reveals the first cracks in Google’s long-standing search dominance. The move, while not yet finalised, could significantly alter how millions of iPhone and Mac users discover information online.

The revelation came during testimony from Apple’s Senior Vice President of Services, Eddy Cue, in the ongoing US Justice Department’s antitrust lawsuit against Alphabet, Google’s parent company.

The testimony, reported by Bloomberg on Wednesday (May 7), sheds light on Apple’s evolving strategy amid unprecedented changes in user search behaviour. For the first time in Apple’s history, searches conducted through Safari declined in April 2025 – a trend that Cue directly attributes to the rising popularity of AI-powered alternatives.

“We’ve seen a dip in Safari searches, which we believe is due to increased use of AI,” Cue stated during his court testimony. The decline represents a significant inflexion point for the Safari browser, which has relied on Google as its default search engine since the iPhone’s debut in 2007.

The long-standing partnership between Apple and Google – reportedly worth approximately $20 billion annually – makes Google the default search engine in Apple’s ecosystem of more than two billion active devices worldwide.

The arrangement now faces scrutiny under the Justice Department’s antitrust lawsuit, which could potentially force the dissolution of this lucrative agreement.

Apple’s AI search strategy takes shape

Apple’s AI search integration plans appear to be part of a broader strategic vision as the company acknowledges the transformative potential of conversational AI in reshaping how users seek information.

During his testimony, Cue expressed his belief that AI search providers like OpenAI, Perplexity AI, and Anthropic will eventually supplant traditional search engines like Google.

“There is much greater potential because there are new entrants attacking the problem in a different way,” Cue testified, marking a significant shift from his previous position that alternative search options were not “valid choices.”

While these AI-powered options “probably won’t be the default” search provider, according to Cue, their planned integration into Safari signals Apple’s recognition of evolving user preferences. The company has reportedly engaged in discussions with Perplexity AI specifically to implement this capability.

Industry analyst Maria Rodriguez of TechInsight Partners commented on the significance of this shift: “Apple’s exploration of AI search integration represents a calculated response to changing user behaviours. The company is positioning itself to accommodate a future where traditional keyword-based search is complemented or even replaced by more conversational, context-aware AI interactions.”

Financial implications and market reaction

The testimony reportedly triggered declines in both Alphabet and Apple shares on Wednesday, as investors processed the potential implications of this strategic pivot. While Cue acknowledged the financial benefits of the current Google agreement and the potential revenue loss from its dissolution, he also emphasised that “technology shifts, like AI, create opportunities for new entrants and true competition.”

The estimated $20 billion annual payment from Google to Apple constitutes a significant portion of Apple’s high-margin services revenue. Any reduction or elimination of this income stream could impact Apple’s financial performance, though the company may be betting on long-term strategic advantages from diversifying its search partnerships.

Apple’s growing AI ecosystem

Apple’s interest in AI search integration aligns with its broader AI strategy. The company currently offers OpenAI’s ChatGPT via its Siri digital assistant and plans to add Google’s Gemini later this year. Cue mentioned that Apple conducted a competitive evaluation or “bake-off” between ChatGPT and Google’s offering before selecting ChatGPT for integration into Apple Intelligence in iOS 18.

The company has also reviewed offerings from Anthropic, DeepSeek, and xAI’s Grok as potential AI partners, suggesting a comprehensive approach to evaluating the AI search landscape.

The planned integration of AI search options into Safari could potentially be showcased during Apple’s WWDC 2025 keynote next June, coinciding with the anticipated announcement of iOS 19. The timing would allow Apple to present the feature as part of its evolving vision for on-device intelligence and enhanced user experiences.

Implications for the search market

Apple’s move toward incorporating AI search capabilities into Safari could have far-reaching consequences for the search market, particularly given the company’s massive user base of over 2 billion active devices worldwide.

“If Apple successfully implements AI search integration into Safari, it could accelerate the adoption of conversational AI search tools and potentially erode Google’s market share,” noted tech analyst James Wilson of Digital Frontier Research.

For users, the integration could mean more diverse and potentially more intuitive search options directly in Safari.Rather than typing keywords into a traditional search box, users might engage in more natural, conversation-like interactions to find information.

Industry observers also point out that this development comes at a time when AI-powered search engines are gaining traction for their ability to provide more direct answers and synthesise information from multiple sources – capabilities that traditional search engines are racing to incorporate.

Looking ahead

As the Justice Department’s antitrust case against Google continues, the future of Apple and Google’s search agreement remains uncertain. Regardless of the legal outcome, Apple’s testimony indicates that technological evolution may be driving changes that regulatory action alone could not accomplish.

By embracing AI search integration, Apple appears to be preparing for a post-Google future while simultaneously enhancing its AI capabilities in its ecosystem. Whether this strategy will succeed in reshaping the search landscape remains to be seen, but Apple’s size and influence ensure that its moves will be closely watched by competitors and users alike.