Apple Eyes Safari AI Search to Take a Bite Out of Google

AI-Powered Disruption in the Browser War

Apple is reportedly developing a new AI-powered search feature for its Safari browser, potentially signaling a major strategic shift in its relationship with Google. According to a CNN report, the upcoming Safari search tool could debut as early as iOS 18, dramatically reshaping how users interact with the web on Apple devices. For years, Google has paid Apple massive sums—estimated between $15 billion and $20 billion annually—to remain the default search engine on Safari. But if Apple launches its own search, largely backed by generative AI and powered in part by its in-house technology, it could slash into Google’s search dominance and long-standing cash-for-default status quo.

Strategic Timing Ahead of WWDC

The rumored move comes just ahead of Apple’s Worldwide Developers Conference (WWDC) in June, where AI will likely take center stage. Industry watchers speculate the new search feature could leverage Apple’s Spotlight and Siri infrastructure, integrating an entirely new AI assistant within Safari. While the company has traditionally focused on privacy and localized processing, this emerging AI push might also include more cloud integration to compete with OpenAI and Google. Whether this innovation quietly launches or takes the spotlight at WWDC, the implications are huge—not just for search, but for broader control over the user experience on Apple devices.