For the first time since Google became the default search engine in Safari, its share of search activity is declining. This isn’t a glitch. It’s a signal.
During Apple executive Eddy Cue’s testimony in the Department of Justice’s antitrust trial against Google, he confirmed that Google pays Apple roughly $20 billion a year to be the default search engine across Apple devices. The justification? According to Cue, Google simply delivers the best user experience.
But that experience is starting to shift, not because of a better search engine, but because search itself is 小蓝视频 disrupted.
AI tools like ChatGPT, Claude, Perplexity and even Apple’s own Spotlight and Siri integrations are reshaping how users seek information. Why type a query into Safari if you can ask an AI assistant and get a summarized, contextually relevant response immediately?
The DOJ’s trial paints Google’s deal with Apple as anti-competitive, but market behavior might render that argument moot. If AI-driven discovery becomes the norm, Google’s dominance (propped up by enormous default-placement payments) will be undermined by irrelevance, not regulation.
While Apple says it has no plans to develop its own search engine, its exploration of AI integrations and upcoming Apple Intelligence features could accelerate this shift. Even if Apple continues to collect billions from Google, it’s clear that the future of search won’t be limited to a text box and ten blue links.
As always your thoughts and comments are both welcome and encouraged.
Shelly Palmer is the Professor of Advanced Media in Residence at Syracuse University’s S.I. Newhouse School of Public Communications and CEO of The Palmer Group, a consulting practice that helps Fortune 500 companies with technology, media and marketing. Named he covers tech and business for , is a regular commentator on CNN and writes a popular . He's a , and the creator of the popular, free online course, . Follow or visit .
