Apple bets on AI to revive Safari as search usage dips 🤖

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For the first time in over two decades, searches made through Safari are on the decline. That’s a red flag for Apple—and a signal that the company may need to supercharge its browser with a fresh dose of artificial intelligence.

A historic drop that has Cupertino on edge 📉

In April 2025, Safari’s search traffic took a surprising dip—the first decline in 22 years. Apple’s senior vice president of services, Eddy Cue, confirmed the slump during testimony in the ongoing antitrust case against Google.

“It’s unprecedented. I’ve lost a lot of sleep over this,” he reportedly told The Verge.

The financial impact could be significant. Apple earns an estimated $20 billion annually from its deal with Google, which remains the default search engine on Safari. Much of that revenue comes from ad dollars tied to user searches. Fewer queries mean fewer clicks—and less money in Apple’s pocket.

Apple explores AI-powered search options 🧠

Apple isn’t standing still. The company is exploring new search partnerships focused on AI-driven innovation. One name that keeps surfacing is Perplexity, a fast-rising startup in the AI search space. But Apple is also reportedly in talks with heavyweights like OpenAI and Anthropic.

Cue admits these technologies are still maturing, but says Apple is ready to experiment. The goal: build a smarter version of Safari that can understand search context, summarize web pages, and deliver more personalized results.

Siri, Gemini, and the bigger AI push 🤖

This shift toward AI goes well beyond Safari. Apple is also in discussions with Google about integrating Gemini—Google’s flagship AI model—into Siri. That could help Apple’s voice assistant handle more complex requests and catch up to rivals like Alexa and ChatGPT.

The message is clear: Apple wants to modernize its ecosystem by infusing AI wherever it can enhance user experience—from web browsing to voice commands.

A turning point for Apple’s browser strategy 🔄

The decline in Safari search activity is more than just a data point—it’s a wake-up call. Despite Apple’s dominance, the browser space is heating up. Chrome, Edge, and newer AI-native engines like Brave and Perplexity are gaining traction.

Apple can’t afford to let Safari fall behind. Smarter search integrations could give it a second wind. But the company will need to strike a careful balance between innovation and privacy—still one of Apple’s most powerful marketing pillars.

💬 What do you think? 
Would you consider switching browsers if AI offered a better search experience? Let us know in the comments! 😊