For over two decades, typing a query into Safari has almost always led users to one place, which is Google. But that may be changing faster than anyone expected.
Apple’s Safari browser has seen a decline in Google search queries.
“That has never happened in 22 years,” – Cue Said.
This is a clear sign of shifting, powered by the rise of AI-driven search alternatives like ChatGPT, Perplexity and Claude by Anthropic.
Apple’s Senior Vice President of Services, Eddy Cue, confirmed this during the ongoing U.S. Department of Justice (DOJ) antitrust trial against Google that this drop is not coincidental.
People are using AI,” he testified, noting a “fundamental shift” in how users discover information online.
Google’s Capabilities Challenged for the First Time
We all know that Google is holding a near-monopoly in traditional search, but despite that, Google now faces a legitimate challenge.
“People are using AI.” “It’s a fundamental shift.” “It’s the first time that we’ve ever seen a decline in the number of searches.” “There is much greater potential. They’re attacking the problem in a different way.”
This shift has even prompted Apple to reevaluate its partnership with Google, worth nearly $20 billion a year, for keeping Google as the default search engine on Apple devices.
While he also admitted that tools like OpenAI and Perplexity are not yet ready to replace Google as the default engine, the evaluation is serious and ongoing.
Financial Aftershocks When Alphabet Takes a Hit
The market response was swift. Alphabet Inc., Google’s parent company, saw its stock price drop by 7.3% following the revelations.
Analysts, including Ben Reitzes of Melius Research, suggested the testimony could mark a historic turning point in Alphabet’s perception among investors. Even Apple, which is known for keeping its cards close to the chest, is showing signs of a deep internal shift.
Cue admitted under oath, “I’ve lost sleep thinking about it,” which overall refers to the risks involved with the Google partnership as AI continues to transform the way users interact with search platforms.
Apple’s Strategic AI Bake-Off
The company has been conducting what insiders describe as a “bake-off” between Google and OpenAI, which provide better search expectations of its users.
In 2024, Apple reportedly tested OpenAI’s capabilities in comparison to Google’s and Google lost due to what Cue described as “unacceptable terms.”
Meanwhile, Apple has already integrated ChatGPT into Siri, and rumours suggest that it may include Google’s Gemini AI later this year as part of a broader AI services strategy.
This transition mirrors Cue’s belief that “you may not need an iPhone 10 years from now, as crazy as it sounds.” A strong statement from a company that transformed modern computing with that very device.
Google Is Not Giving Up- It’s Evolving Too
In response to the shift, Google maintains that it continues to see overall growth in search queries, particularly through emerging platforms like Google Lens and voice search. Google stated:
“We continue to see overall query growth in Search. That includes an increase in total queries coming from Apple’s devices and platforms… We are excited to continue this innovation and look forward to sharing more at Google I/O.”
Google is not taking the threat lightly. It has aggressively rolled out features like AI Overviews, which currently reach 1.5 billion users monthly and serve as enhanced result previews at the top of many of the 5 trillion searches conducted annually.
Google CEO Sundar Pichai insists that the future of search is still Google, just smarter and more AI-integrated.
Speaking earlier this year, he said that AI Overviews “will increase traffic and engagement for websites” and help users navigate the web more intuitively.
The Disruptive Reality of AI Searchers and Publishers
While AI is a promising innovation for users, it is posing a serious challenge for publishers. A study by TollBit found that AI tools like ChatGPT send 96% less traffic to websites compared to Google.
The fallout is already visible. EdTech platform Chegg, which relies heavily on search visibility, saw a 49% drop in traffic YoY and is now considering going private or being acquired.
CEO Nathan Schultz called AI-generated answers a “serious threat” to content-driven companies. If those patterns continue, content publishers and SEO experts may need to drastically rethink strategies that once revolved almost exclusively around Google’s algorithms.
AI-Powered Search Revolution
The Safari search decline is all about the shift in perspective in digital behavior.
Cue compared the rise of AI to the launch of the original iPhone: “This is a moment like that. People are going to switch because the experience is just better.”
This better experience includes:
- Personalized, context-aware answers.
- Elimination of blue links and long scrolls.
- Voice and image-based querying with tools like Google Lens.
- Fast, direct answers through conversational interfaces.
The drop in Google searches on Safari may be the first visible crack in the search monopoly, but it is far from a death knell. Instead, it is a call to arms for Google, Apple, content creators and digital strategists alike.
In the words of Eddy Cue: “This isn’t just about AI. It’s about what’s next.”
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.