Apple Eyes Safari AI Shake-Up to Challenge Google’s Search Reign

Browsing for a New Search King

Apple is reportedly exploring a major strategic pivot in how users search the web on its Safari browser as it weighs introducing AI-powered alternatives like Perplexity and OpenAI’s ChatGPT. According to sources cited by Reuters, the tech giant is in discussions to bring generative AI search capabilities to Safari, moving beyond its long-standing relationship with Google. While Google currently pays Apple billions annually to remain the default search engine on iPhones and Macs, this partnership has increasingly come under antitrust scrutiny. By diversifying its search offerings and integrating AI-driven platforms, Apple may be positioning itself to reduce dependency on Google while giving users more choice.

The AI Race Heats Up in the Browser

This potential move isn’t just about user convenience—it could fundamentally alter the search engine landscape. Apple’s interest in integrating AI-native search tools reflects a wider industry shift toward conversational and context-aware interfaces. Companies like Microsoft (with Bing powered by OpenAI) and startups like Perplexity are already betting that the future of search will be less about traditional link lists and more about curated, AI-generated responses. If Apple proceeds with this plan, it could accelerate mainstream adoption of AI search and intensify pressure on Google to innovate beyond its core offering—or risk losing its grip as the default gateway to the internet.