Apple’s AI Search Ambitions Threaten Google’s Mobile Reign

Apple Eyes Autonomy in Search

Apple is reportedly advancing plans to launch its own generative AI search engine, possibly challenging Google’s longstanding dominance in mobile search. According to Bloomberg, senior Apple executives, including John Giannandrea and Eddy Cue, are exploring how to integrate AI-driven search capabilities across Apple’s suite of products, including the App Store, Maps, and Safari. This effort could eventually lead to a full-fledged search engine powered by in-house large language models. While Apple currently earns billions annually from its default search deal with Google, the development signals Cupertino’s long-term strategy to reduce dependency on rivals and boost services revenue with its own AI-powered ecosystem.

Google’s $20 Billion Default Deal Under Threat

The implications of Apple launching its own search engine could be seismic. Apple reportedly earns an estimated $18–20 billion from Google each year in exchange for making Google Search the default on Safari across iPhones and iPads. A move away from that agreement would not only financially dent Google but also remove a critical channel driving its mobile search traffic. The U.S. Department of Justice has already highlighted the deal in its antitrust lawsuit against Google. If Apple’s AI search features debut in iOS 18 as rumored, it could mark a pivotal moment in the tech industry’s evolving AI arms race and in Apple’s quest for greater platform control.