Apple could deal a heavy blow to Google.

(Dan Tri Newspaper) - According to Bloomberg, Apple is actively considering improving the Safari browser on its devices. The focus of this change is the integration of AI-powered search engines.

This move could impact the long-standing partnership between Apple and Google. For many years, Google has been the default search engine on Apple's Safari browser.

Apple is actively considering integrating AI-powered search tools into its Safari browser (Image: Tom's Guide).

According to expert estimates, to reach this agreement, the search giant had to pay Apple approximately $20 billion annually, equivalent to 36% of the search advertising revenue generated through the Safari browser.

However, Google is facing fierce competition from AI startups like OpenAI and Perplexity.

Eddy Cue, Apple's senior vice president of services, revealed that Safari search volume declined for the first time last month. The main reason is the increasing use of AI by users.

Cue also expressed the view that AI search service providers, including OpenAI and Perplexity AI, will soon replace standard search engines like Google. Therefore, the company will add those tools as options in Safari in the near future.

"We will be adding these AI search tools to the list of options. They may not be set as the default," Cue shared.

Previously, Apple reached an agreement with OpenAI to offer ChatGPT as an option in Siri. Google is reportedly trying to secure a similar agreement to embed its Gemini AI technology into Apple devices.

Google would suffer significant losses if it lost its exclusive agreement with Apple (Photo: Reuters).

"Losing its exclusive position on Apple products would have serious consequences for Google. If a viable alternative exists, many advertisers could shift their budgets away from Google," said analyst Gil Luria from research firm DA Davidson.

Last year, Apple and Google expanded their agreement to integrate Google Lens as part of the Visual Intelligence feature on the latest iPhones. This feature allows users to take photos and use Google AI to analyze them.

Source: https://dantri.com.vn/cong-nghe/apple-co-the-giang-don-dau-vao-google-20250503174314613.htm