Apple’s quiet push into AI search signals a potential shake-up in its multibillion-dollar partnership with Google—and the future of mobile search itself

Apple is reportedly developing its own AI-driven search engine, a move that could significantly shift the dynamics of its long-standing relationship with Google. The revelation, reported by Bloomberg, suggests Apple may be looking to reduce or even sever its dependency on Google’s search technology—a partnership that has been a cornerstone of both companies’ mobile strategies for over a decade.

A New Chapter in Search

The news comes amid growing interest in next-generation, AI-powered search engines, such as those developed by Perplexity, OpenAI, and Anthropic. These tools use large language models to provide more conversational, context-aware answers—posing a direct challenge to traditional search engines like Google.

Apple appears to be eyeing a similar path. The company is exploring the integration of artificial intelligence into its search experience, possibly laying the groundwork for a native AI search solution across its ecosystem.

Confirmed in Court

Apple’s intent was disclosed during Google’s ongoing antitrust trial, where Eddy Cue, Apple’s Senior Vice President of Services, testified to the shifting search landscape. Cue noted a recent decline in user searches—a trend he attributed to growing adoption of AI-powered tools that offer faster, more relevant results.

Cue also revealed that Apple is “actively looking at” integrating AI search providers—such as OpenAI and Anthropic—directly into its Safari browser, further signaling a break from its reliance on Google.

This shift could have major financial implications. Google currently pays Apple billions annually to remain the default search engine on iOS devices. If Apple ultimately replaces or deprioritizes Google in favor of its own AI solution, it could disrupt a significant revenue stream tied to Google’s advertising business.

Market Reaction

Investors responded swiftly to the potential shake-up. Shares of Alphabet Inc., Google’s parent company, fell more than 7% following the news, erasing over $75 billion in market value. Apple, by contrast, saw a relatively modest decline of around 2%.

The stark contrast reflects growing investor concern that Google could lose its grip on one of the most valuable digital entry points: the default search position on Apple devices.

The Bigger Picture

While Apple has yet to make any official announcements via a press release or public blog post, its ambitions in AI search align with broader trends reshaping the tech industry. As consumer expectations evolve, driven by advances in generative AI and large language models, traditional web search is increasingly being reimagined.

Should Apple move forward with its own AI-powered search product, the move would not only intensify competition in search—it could also redefine how users interact with information on mobile devices.

Image: Apple Newsroom