AI and Google Search Volume in Safari
Apple is looking at reworking Safari to directly support AI-powered search services, Bloomberg’s Mark Gurman reports.
[…]
Cue said that searches on Safari dipped for the first time in April 2025—a change which he attributed to users switching to AI services. He added that he believes AI services such as ChatGPT, Perplexity, and Claude will eventually replace conventional search engines like Google. As a result, Apple will need to add them as options in Safari in the future. Cue said the company had already held discussions with Perplexity.
“You may not need an iPhone 10 years from now, as crazy as it sounds,” Cue said. He was referring to the way that AI is likely to evolve in the coming years, and how wearables combined with intuitive AI functionality could replace traditional smartphones.
This comment is obviously going to get headlines on its own – Apple Exec: The iPhone is Doomed – but I read this more as someone making an almost off-handed comment about the theoretical future of AI. And actually, it seems more directed at the court to maybe take it easy on Google with these remedies – you know, such as maybe not ending their default search agreements. Because the market will do its thing in the end.
John Gruber (Primary Technology):
If they can pay, Apple will listen. And I don’t think it’s bullshit, at all, that traditional web search is actually going into decline now because of AI. Honestly at this point it would be weird if it weren’t.
But. Let’s say Apple would prefer for the current arrangement between Apple and Google to continue as is. But it’s under threat as a remedy in Google’s monopoly case. Is this not the perfect testimony?
Perplexity’s iOS voice assistant isn’t using any “secret” tricks or hidden APIs: they’re simply integrating with existing frameworks and APIs that any third-party iOS developer can already work with. They’re leveraging EventKit for reminder/calendar event retrieval and creation; they’re using MapKit to load inline snippets of Apple Maps locations; they’re using Mail’s native compose sheet and Safari View Controller to let users send pre-filled emails or browse webpages manually; they’re integrating with MusicKit to play songs from Apple Music, provided that you have the Music app installed and an active subscription. Theoretically, there is nothing stopping Perplexity from rolling additional frameworks such as ShazamKit, Image Playground, WeatherKit, the clipboard, or even photo library access into their voice assistant. Perplexity hasn’t found a “loophole” to replicate Siri functionalities; they were just the first major AI company to do so.
We continue to see overall query growth in Search. That includes an increase in total queries coming from Apple’s devices and platforms.
Given that Google’s stock fell 7.5% yesterday on the testimony of Apple exec Eddy Cue at the remedies portion of Google’s search antitrust trial, the company probably had to respond.
[…]
While there is no transcript of what Cue actually said, reading dozens of reports on the matter would seem to paint a pretty clear picture that he noted that search queries fell in the Safari browser for the first time ever last month. “That has never happened in 22 years,” is his direct quote many publications are citing.
So how do we square that with Google’s response above? In particular, the notion that: “We continue to see overall query growth in Search. That includes an increase in total queries coming from Apple’s devices and platforms.”
To resolve the contradiction, it’s possible that Google users have switched to other browsers or that Safari searches are down in China, where Google isn’t available.
Previously:
- DOJ Wins Google Ads Antitrust Case
- Firefox Benefits From Browser Choice Screens
- Apple to Defend Google Revenue Sharing Agreement
- DOJ Investigating Apple-Google Default Search Engine Deal
- Google Changes Search Queries to Show More Ads
- Google Search Is Dying
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I'm old enough to remember when people who should know better told me Alexa was going to replace my phone.
I use chatGPT more and more as a search engine. The 20% bullshit doesn't matter because there's even more seo spam on Google.
It's also a revelation to not have to wade through ads and maps and buy this similar thing and suggested questions.
Hmmm.. strange how I prefer a system that takes a while to deliver over goggles lightning fast SERP. UX matters.
Google have brought this on themselves. Of they went back to Ten Blue Links then they'd win me back
@Kristoffer: Hadn't looked at it like that before, but it resonates. Wading through endless amounts of SEO BS, cookie banners, popups, overlays and other stuff, long winded posts with little relevant information - this will definitely push me towards LLMs (until the enshittification begins there as well, then perhaps it is time to just go offline ;))
