Apple has been aiming to integrate AI search into Safari, the company’s default browser. The Mark Gurman study claims that a decline in Safari searches in April 2025 is what led to this action.
Apple’s introduction of Apple Intelligence has been delayed considerably. At WWDC 2024 last June, the firm announced a few AI-powered innovations, such as a more conversational Siri.
Some of those features haven’t been released yet, though, and WWDC 2025 is just a month away. Despite all of that, Apple intends to add a new AI function to Safari, its primary web browser. Mark Gurman of Bloomberg reports that the company saw a decline in Safari search traffic in April 2025. And now, Apple wants to solve it right away.
Apple is planning to give Safari AI powers
According to Eddy Cue, Senior Vice President of Services at Apple, the company is now investigating a redesign of Safari that would incorporate AI-powered search features. According to Gurman, he made this statement while testifying in the US Justice Department’s ongoing lawsuit against Google, which is primarily focused on the $20 billion deal that makes Google the default search engine on Apple devices.
However, why the abrupt change of heart?
According to Cue, the first drop in Safari searches occurred in April 2025, and he attributed the change to users increasingly using AI systems to find information. He thinks conventional search engines like Google will someday be replaced by generative AI tools like ChatGPT, Claude, and Perplexity. As a result, Apple is getting ready to make these services available in Safari as options. This indicates that Apple is depending more on outside companies to power essential AI functions on all of its products.
To improve Siri’s functionality, the company has previously partnered with ChatGPT as part of its initial rollout of Apple Intelligence. According to reports, this partnership enables Apple to incorporate ChatGPT for free in exchange for providing OpenAI with substantial visibility, a move that may encourage Apple customers to upgrade to paying subscribers. According to Cue, Apple has already started speaking with Perplexity.
What AI options will be added?
According to the source, these AI options will be added to the list of search engines that are now available, although they are unlikely to replace Safari as the default in the near future. Although the AI tools still need to develop, especially in terms of improving their indexing capabilities, Cue said that people are already moving away from traditional search due to their superior features.
Regardless of how well these services index, Cue anticipates that users will quickly embrace AI-driven search due to the appealing features they already provide. He sees a natural shift away from conventional search engines as huge language models develop.
Despite this perspective, Cue said he thinks Google should continue to be Safari’s default search engine. He said that he worries about the possible loss of income that Apple presently receives from its partnership with Google, which now incorporates Google Lens into Apple’s Visual Intelligence capabilities.
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