Apple is rethinking how users search the web — and its long-standing reliance on Google could be next on the chopping block. In recent testimony during the U.S. Justice Department’s antitrust trial against Alphabet, Apple’s Senior Vice President of Services, Eddy Cue, revealed that the tech giant is “actively looking at” integrating AI-powered search options directly into Safari.
This marks a significant shift for Apple, which has for years defaulted to Google as the primary search engine on its devices — a partnership reportedly worth over $20 billion annually. But as legal pressure mounts and AI reshapes the way people access information, Apple appears ready to explore alternative paths.
Rethinking Search in the Age of AI
Cue’s testimony reflects a larger industry trend: traditional keyword-based search is giving way to AI assistants that generate contextual answers and summaries instead of simply linking to websites. Platforms like OpenAI’s ChatGPT and Google’s Gemini are leading this charge — and Apple is keen not to be left behind.
According to Cue, search volume in Safari dropped for the first time last month, as users increasingly turned to conversational AI for answers. Apple is responding by adding AI-powered search tools like ChatGPT to Siri and potentially integrating others — such as Google’s Gemini — into its ecosystem later this year.
Still, Cue was clear: these AI options won’t replace Google overnight. “We will add them to the list — they probably won’t be the default,” he said. That said, internal tests — or “bake-offs” — between providers suggest Apple is serious about exploring alternatives.
Before partnering with OpenAI, Apple reportedly rejected Google’s proposed terms, which Cue said included conditions Apple could not accept. The company also held discussions with emerging AI search players like Perplexity, further signaling its openness to fresh entrants in the space.
Apple’s Future May Not Include Google — or Even iPhones
Cue believes the AI-driven search market is still maturing, but it’s evolving fast. For Apple, these “technology shifts” create new opportunities to challenge established players. “You may not need an iPhone 10 years from now — as crazy as it sounds,” he said, hinting at a future where intelligent assistants might replace traditional interfaces altogether.
Apple currently includes OpenAI’s ChatGPT within Siri for users running the upcoming iOS 18 update, and it plans to expand support to other providers under a flexible integration model. This ensures that Apple is not locked into one AI provider — a key strategic advantage as the space continues to move rapidly.
Cue suggested that while AI rivals have yet to match Google’s massive search index, Apple’s other user experience features — privacy, speed, integration — could convince users to switch even before AI tools achieve parity in results.
“There’s enough money now, enough large players, that I don’t see how it doesn’t happen,” Cue said, referencing the rise of competitors and investor interest in AI search. And while Google may remain Safari’s default for now, the writing is on the wall: AI is transforming search — and Apple is preparing to lead that shift, not follow it.
