• Source:JND
Add as a preferred

Apple may be gearing up to add artificial intelligence (AI) capabilities to its Safari browser, marking an important change in Apple's approach to web search, one which previously relied on its multibillion-dollar partnership with Google. Eddy Cue, Apple's Senior VP of Services, revealed at the Google antitrust trial that the company is looking into adding AI search capability to Safari - possibly as early as next year. Apple is taking this step to future-proof its services and reduce dependency on Google, especially amid shifting search trends and intensifying competition in AI. Safari recently experienced an unusual drop in search traffic, which has raised financial and strategic concerns for Apple.

Apple Exploring AI Search Options for Safari

In his court testimony, Eddy Cue acknowledged Apple's plans to enhance Safari with artificial intelligence-powered search features. While current tools don't meet Apple's criteria yet, they are carefully considering offerings from companies like OpenAI, Anthropic, and Perplexity to develop smarter context-aware search within Safari soon.

Apple’s Search Revenue from Google Faces Pressure

Cue addressed Apple's agreement with Google, under which Safari uses their search engine as its default search option - valued at an estimated $20 billion - but saw search traffic decrease for the first time ever in 22 years; this decrease directly impacts Apple's revenues as they receive advertising revenues through these searches.

Talks with AI Leaders and Flexibility in Focus

Although its relationship with OpenAI remains strong, Apple remains flexible in terms of future partnerships if necessary. As Chief Executive Tim Cook emphasised, Apple is carefully positioning itself to adapt as the AI landscape develops over time.

Google’s Gemini AI May Also Join the Mix

Sundar Pichai of Google confirmed discussions between Apple and him to integrate Google's Gemini AI into iPhones by 2025, potentially even later this year - another sign of Apple's two-track approach to AI partnerships.

Apple's exploration of AI-enhanced search in Safari marks an exciting new chapter for their tech roadmap, marking an innovative move which may decrease their reliance on Google while providing an exceptional user experience. As competition in AI and search accelerates, it is clear Apple wants to diversify their strategy so as to meet consumer expectations and market shifts more successfully.

Also Read | OpenAI and Microsoft Reportedly in “Tough Negotiation” Over Corporate Restructuring, Equity, and Future Tech Access