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Recent developments suggest a significant shift in the landscape of mobile search as Apple explores integrating AI-powered search options into its Safari browser. This move could challenge Google's long-standing position as the default search engine on Apple devices, a partnership reportedly worth around $20 billion annually to Apple.
Here are some key points..
- Safari Search Decline: Apple's Eddy Cue testified that Safari searches declined last month for the first time in 22 years, attributing it to increased use of AI tools for search.
- Exploring AI Integration: Apple is considering integrating AI search providers like OpenAI, Perplexity AI, and Anthropic into Safari as optional choices.
- Antitrust Scrutiny: This potential shift occurs during an antitrust trial against Google, examining its search market dominance and agreements with Apple. The DOJ is proposing to ban exclusive deals.
- Market Reaction: Reports of declining Safari searches and Apple's AI exploration reportedly caused a drop in Alphabet's (Google's parent company) share price.
- Google's Response: Google disputes the claim of declining searches from Apple devices, stating overall queries from Apple platforms are still growing due to their app, Chrome, and other methods. Google is also integrating AI into its search.
- Future of Search: The situation reflects a broader trend of AI reshaping search, with conversational AI potentially reducing the need for traditional keyword searches, impacting information access and advertising.
Source : TechTrendsKE
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