Apple is seriously considering swapping out Google as Safari’s default search engine, and not just for another traditional player. They’re eyeing AI-first engines like Perplexity, Anthropic, and even OpenAI.

This move isn’t confirmed yet, but Apple exec Eddy Cue recently shared in Google’s ongoing antitrust trial that Apple is exploring partnerships with newer, AI-driven search tools. While the tech “isn’t quite there yet,” Apple expects that to change fast, maybe even within the year.

With Safari’s search traffic reportedly dropping and Google’s grip on Apple’s search bar under fire, the whole search landscape is up for grabs. And if Apple makes a switch? That changes a lot more than just where people type their questions.

Let’s break it down.

What’s Happening

Apple is actively testing new AI-powered search engines and may break its long-standing deal with Google to remain Safari’s default. Here’s what we know so far:

• Apple is exploring deals with AI-first search platforms like Perplexity, Anthropic, and OpenAI.
• Safari searches dropped for the first time recently, people are leaning more into tools like ChatGPT, not Google.
• Apple’s $20B/year deal with Google is facing pressure from antitrust regulators, opening the door for a change.
• They’ve already worked with OpenAI on Siri, so expanding that partnership isn’t a stretch.

This isn’t just a quiet experiment, it’s Apple setting the stage for what search could look like next.

How This Affects You

If you’re relying on Google Ads or SEO to drive performance, this should be on your radar. A lot could shift quickly.

• If Apple switches defaults, Google traffic could dip, especially mobile Safari traffic, which is massive in the U.S.
• Ad costs might climb as Google tries to retain volume with fewer searches in its system.
• AI search engines answer differently, less clicking, more summarizing. Your current SEO strategy might not cut it.
• Brands that rely on search-heavy channels (like DTC eCommerce or B2B) may need to diversify faster than expected.

This doesn’t mean panic. But it does mean you need to watch where your customers are searching, and where that search is going.

A Quick Reality Check

Apple hasn’t flipped the switch yet, but let’s not pretend this is business as usual. The way people search is changing, and fast. AI tools like ChatGPT and Perplexity are already pulling people away from Google without needing to touch Safari. If Apple gives users even easier access to those tools, it’ll only speed up the shift.

We’ve seen this movie before. Once the user experience gets easier or faster somewhere else, that’s where the eyeballs go. And if the eyeballs move, so does the ad spend.

The takeaway here?

• Search behavior is moving toward AI-driven answers, not traditional links.
• Big tech is reacting quickly to hold onto its piece of the pie.
• Google might still dominate today, but your brand can’t afford to build a strategy that only works if that stays true.

It’s time to start planning for a world where Google doesn’t control every click. Because if you wait until the switch happens, you’re already behind.

What You Should Do Next

The shift hasn’t happened yet, but waiting until it does is how you fall behind. If search behavior is changing, your strategy needs to change with it. Here’s what to focus on right now:

• 🧭 Track Apple’s moves closely: If Apple updates its default search setup, it’ll likely happen fast. You need to be ready to pivot the moment it’s official, not six weeks later.
• 💰 Diversify your paid media mix: If all your PPC budget is tied up in Google, you’re playing a risky game. Start pushing into Meta, Amazon, TikTok, or even Bing, wherever your audience actually spends time.
• 🧠 Audit and clean up your SEO content: AI-first engines reward clarity. If your site doesn’t answer questions clearly and concisely, you’ll get passed over. Time to strip the fluff and tighten things up.
• 🧪 Keep tabs on AI-first platforms: We don’t have access to ad placements on tools like Perplexity (yet), but that day’s coming. Start learning how these tools work and be ready to test when the opportunity hits.
  

Big shifts like this don’t come around often, but when they do, the early movers will win.

This could end up being one of the biggest shakeups in how people find and interact with brands online. Want help adapting your search strategy before the next wave hits? Reach out, we’ll help make sure you’re ready either way.