Apple Eyes AI-Driven Search Alternatives for Safari Amid Google Lawsuit
Apple plans to incorporate AI search engines into Safari, as confirmed by Eddy Cue during a U.S. Justice Department hearing against Google.
Overview
In a potential challenge to Google's search dominance, Apple’s Eddy Cue revealed during a Justice Department antitrust hearing that the company is considering integrating AI search engines like OpenAI and Perplexity into its Safari browser. This follows a decline in searches on Safari, which Cue attributes to the rise of AI tools. Currently, Google pays Apple approximately $20 billion annually to remain the default search engine. Analysts warn that if Apple proceeds with AI integration, it could significantly impact Google’s advertising revenue and search market share.
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Analysis
- Apple is exploring the addition of AI search engines to Safari as competition to traditional players like Google, which currently holds the default search position due to a lucrative arrangement.
- Eddy Cue's testimony in the DOJ's antitrust case revealed a decline in searches on Safari, which he attributes to the rising popularity of AI applications.
- There is a belief that AI search technologies may eventually supplant traditional search engines, prompting Apple to consider diversifying its search options.
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