Apple Exploring AI Search Engine Integration in Safari as Traditional Search Usage Declines

Apple’s AI Search Integration Plans

Apple is actively exploring the integration of artificial intelligence-powered search engines into its Safari browser, according to revelations made during a high-profile legal proceeding. This strategic shift comes as the tech giant observes changing user behavior and a notable decline in traditional search usage within its browser ecosystem.

According to a Bloomberg report published on Wednesday, Apple is specifically considering AI search engines from three leading AI companies: OpenAI, Perplexity, and Anthropic. This move could potentially reshape the search landscape and signal a significant evolution in how users access information through Apple’s platforms.

Eddy Cue’s DOJ Testimony

This revelation came directly from Eddy Cue, Apple’s Senior Vice President of Services, during his testimony in the U.S. Justice Department’s antitrust lawsuit against Alphabet, Google’s parent company. The case has put significant focus on the lucrative partnership between Apple and Google.

Cue’s testimony shed light on Apple and Google’s longstanding agreement, estimated to be worth approximately $20 billion annually, which makes Google the default search engine on Safari across all Apple devices. This arrangement has been a cornerstone of both companies’ strategies but is now being scrutinized for potential anti-competitive implications.

Safari Search Usage Decline

During his testimony, Cue made a significant revelation: searches on Safari declined for the first time in April 2025. This unprecedented trend suggests a fundamental shift in user behavior that Apple is carefully monitoring. According to Cue, this decline can be directly attributed to the rising popularity and integration of AI technologies in various aspects of digital information retrieval.

The decrease in traditional search usage indicates that users are increasingly turning to AI-powered alternatives that offer more conversational, context-aware, and comprehensive responses compared to the standard list of links provided by conventional search engines.

AI Search Providers Under Consideration

Cue’s testimony provided clear insight into Apple’s strategic thinking regarding the future of search technology. He expressed a belief that AI search providers will eventually replace traditional search engines like Google, which has dominated the market for decades. This perspective is driving Apple’s proactive approach to exploring partnerships with leading AI companies.

The three companies Apple is considering for integration into Safari represent the forefront of AI search technology:

• OpenAI, known for its ChatGPT technology, has been rapidly expanding its capabilities to include real-time information retrieval and web search functionality.
• Perplexity has gained attention for its focused AI search engine that provides sourced, summarized answers while maintaining the ability to explore topics in greater depth.
• Anthropic, with its Claude AI assistant, has emphasized helpful, harmless, and honest information delivery with strong contextual understanding.

Early Discussions with Perplexity

According to Cue’s testimony, Apple has already initiated discussions with Perplexity, one of the three AI search providers under consideration. While details of these discussions remain limited, this revelation confirms that Apple is actively pursuing potential partnerships rather than merely conducting internal evaluations.

Perplexity has gained recognition for its approach to AI-powered search, which combines real-time information with the ability to synthesize and summarize content from across the web, while maintaining clear citations and sources. The company’s focus on providing comprehensive, conversational responses while respecting intellectual property aligns with Apple’s historical emphasis on user experience and privacy.

Implications for the Search Market

Despite Apple’s clear interest in AI search integration, Cue noted an important qualification: these AI search services likely won’t become the default search option in Safari immediately. He acknowledged that these technologies still need to improve before they can fully replace traditional search engines as the primary information retrieval method for most users.

This cautious approach reflects the current state of AI search technology, which, while rapidly advancing, still faces challenges related to real-time information accuracy, source reliability, processing efficiency, and the ability to handle the vast diversity of search queries that users expect a default search engine to manage effectively.

Apple’s exploration of AI search integration represents a significant development in the evolution of web search and information retrieval. If implemented, this move could accelerate the transition from traditional link-based search engines to more conversational, AI-powered information systems that understand context, synthesize information, and deliver more comprehensive answers.

While the timeline for implementation remains unclear, the fact that Apple is actively considering these partnerships signals the company’s recognition of changing user preferences and its determination to adapt Safari to meet evolving expectations for digital information access in the AI era.