Apple’s Bold AI Search Engine Move

Apple Eyes AI Search Innovation

Apple is intensifying efforts to develop its own AI-powered search engine, aiming to reduce its dependency on Google Search. Reports suggest this move is driven by the rise of on-device AI and Apple’s quest for greater platform integration and privacy.

Disrupting the Google-Apple Dynamic

This potential shift could alter the multibillion-dollar deal Google pays Apple annually for default search placement on Safari. With enhanced AI features, Apple’s engine may deliver more personalized results across iOS and macOS, aligning with the company’s vision for user-centric design.