Apple to Add AI Search Engines to Safari: A Shift in Strategy Amid Regulatory Pressure

Apple is preparing to integrate third-party AI-powered search engines such as Perplexity and Anthropic into its Safari browser on iPhone, iPad, and Mac. This shift comes amid growing pressure on traditional search engine agreements, particularly its lucrative deal with Google, and a noticeable decline in Safari search usage. Senior Vice President Eddy Cue disclosed these plans during a court appearance tied to the antitrust case against Google. Cue’s comments underline a potential realignment of Apple’s search ecosystem, emphasizing not only regulatory influence but also the rising popularity of generative AI tools for information retrieval.

Apple Eyes AI Search Expansion in Safari

Apple’s decision to introduce AI-driven search providers into Safari signals a pivotal transformation in the tech giant’s search strategy. These providers, like Perplexity and Anthropic, are unlikely to become default options anytime soon, but they will join the ranks of available search engines on Apple’s devices. This comes as Apple experiences its first-ever dip in Safari search volumes, pointing to a broader user shift toward more conversational, AI-powered sources for finding answers.

For years, Apple has generated massive revenue—estimated at \$20 billion annually—by maintaining Google as the default search engine in Safari. This revenue stems from a longstanding deal in which Apple receives a cut from Google’s ad earnings tied to Safari searches. However, this partnership is now under scrutiny due to an ongoing antitrust lawsuit against Google by the U.S. Department of Justice. If the courts side against Google, Apple’s exclusive search agreement could be nullified.

Beyond the courtroom drama, Apple is already working more closely with AI firms in other areas. The company has partnered with OpenAI to enhance Siri via ChatGPT, providing more intelligent conversational capabilities under its Apple Intelligence banner. While OpenAI is reportedly providing these services for free—banking on brand exposure and potential user conversions—Safari placement is expected to involve revenue-sharing models similar to Apple’s current deal with Google.

Cue noted that these AI platforms must significantly improve their general-purpose search capabilities to be competitive with Google. Richer data sets and more comprehensive indexes will be key if Apple is to justify integrating them more deeply—or potentially making one of them the default in the future.

Apple’s broader strategy reflects the shifting dynamics of search, user behavior, and regulatory environments. With a blend of AI innovation and business pragmatism, the company is looking to protect its search revenue while preparing for a future where users may prioritize conversational intelligence over traditional keyword queries.

What Undercode Say:

Apple’s decision to explore AI-based search providers is more than a casual experiment—it’s a strategic maneuver that could reshape its entire digital services revenue model. Here’s our analysis of the deeper implications:

Revenue Diversification: If regulators dismantle Apple’s deal with Google, Cupertino risks losing billions. Including Perplexity and Anthropic in Safari may be Apple’s way of creating leverage—showing that it has viable alternatives while also preparing the groundwork for new revenue-sharing deals.

Search Disruption: Traditional search engines rely on backlinks and keyword indexing. AI tools like Perplexity and Claude (Anthropic’s bot) focus on understanding user queries in context, delivering summarized, human-like responses. This aligns well with evolving user expectations, especially among Gen Z and millennial users who prioritize speed and clarity.

AI as a Service Layer: Apple’s integration with OpenAI for Siri demonstrates a growing trend: AI is becoming a core interface layer for digital interaction. If AI search engines prove their capabilities, Safari could become more of a smart assistant than a conventional browser—another reason Apple is testing these waters.

Regulatory Chessboard: The antitrust case against Google could fundamentally alter search engine dynamics. Apple wants to avoid being collateral damage. By embracing multiple search partners, it not only distances itself from monopoly accusations but also builds an adaptable, diversified ecosystem.

User Retention Strategy: Falling Safari searches hint at users abandoning the Apple ecosystem for better AI tools. By offering those tools natively, Apple keeps users within its walled garden—key to its services-first strategy.

Market Signaling: Cue’s testimony

Negotiation Power: Apple’s move weakens Google’s bargaining position in any renegotiation. If Google knows Apple is willing to pivot, the balance of power shifts significantly in Apple’s favor.

Privacy Concerns and Opportunities: AI search tools often rely on large-scale data ingestion. Apple, with its privacy-first brand image, may use this as a filter—partnering only with those AI firms willing to meet Apple’s privacy standards. This creates differentiation and trust for its ecosystem.

Long-Term Vision: With advancements in on-device AI processing, Apple may ultimately aim to internalize AI search capabilities, making external partners temporary. The current shift could be a stepping stone toward an Apple-native AI engine.

Ad Revenue Evolution: If Apple can integrate ads into AI search experiences—without compromising UX—it might recreate its \$20B revenue stream with new partners or even take a larger slice of the pie.

This isn’t just a browser update. It’s a tectonic shift in how Apple approaches one of its biggest revenue drivers. If AI search becomes mainstream, Apple wants to own the highway—and maybe even the car.

Fact Checker Results

Eddy Cue’s statement was confirmed by Bloomberg during official court testimony related to the DOJ antitrust case.
Revenue estimates from Apple’s deal with Google (\~\$20 billion annually) are consistent with reports from credible outlets like CNBC and The Information.
AI partnerships, including Apple’s collaboration with OpenAI for Siri, have been publicly acknowledged during WWDC and in supporting documentation from both companies.

Prediction

Apple’s addition of AI search providers to Safari is just the beginning. Over the next 18–24 months, we anticipate Apple will formalize multi-partner agreements that prioritize AI-driven results alongside traditional keyword-based ones. A hybrid search interface—part AI, part traditional—may emerge, especially in Safari on iOS and macOS. If current trends continue, AI search may become the dominant method for users within Apple’s ecosystem, ultimately transforming not just how users find information, but how Apple monetizes attention across its platforms.