{"id":2880,"date":"2025-05-16T22:27:19","date_gmt":"2025-05-16T22:27:19","guid":{"rendered":"https:\/\/www.digitalposition.com\/resources\/blog\/?p=2880"},"modified":"2025-05-19T14:33:23","modified_gmt":"2025-05-19T14:33:23","slug":"apple-looking-to-ditch-google-search-for-ai-heres-why-it-matters","status":"publish","type":"post","link":"https:\/\/dev.digitalposition.com\/resources\/blog\/ppc\/apple-looking-to-ditch-google-search-for-ai-heres-why-it-matters\/","title":{"rendered":"Apple Looking To Ditch Google Search for AI: Here\u2019s Why It Matters"},"content":{"rendered":"\n<p>Apple is seriously <a href=\"https:\/\/www.searchenginejournal.com\/apple-may-add-ai-search-engines-to-safari-as-google-use-drops\/546220\/\">considering<\/a> swapping out Google as <a href=\"https:\/\/www.apple.com\/safari\/\">Safari<\/a>\u2019s default search engine, and not just for another traditional player. They\u2019re eyeing AI-first engines like <a href=\"https:\/\/www.perplexity.ai\/\">Perplexity<\/a>, <a href=\"https:\/\/www.anthropic.com\/\">Anthropic<\/a>, and even <a href=\"https:\/\/openai.com\/\">OpenAI<\/a>.<img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh7-rt.googleusercontent.com\/docsz\/AD_4nXeMeZw8-3B6F48cw-XPwaMYutcQXbyv63pyDHXmuPp1E7SoswvU85hkCMp8bfSkMqHG-fNCLAZxfKkguS_027zUYlBD0j-HhTeMbpTnwjZYYI9DOllGcRGuWc4ETGykcfbBTlO1rg?key=6AZciuH4nqupYU14q6wCvQ\" width=\"624\" height=\"312\"><\/p>\n\n\n\n<p>This move isn\u2019t confirmed yet, but Apple exec <a href=\"https:\/\/www.apple.com\/leadership\/eddy-cue\/\">Eddy Cue<\/a> recently shared in Google\u2019s ongoing antitrust trial that Apple is exploring partnerships with newer, AI-driven search tools. While the tech \u201cisn\u2019t quite there yet,\u201d Apple expects that to change fast, maybe even within the year.<\/p>\n\n\n\n<p>With Safari\u2019s search traffic reportedly dropping and Google\u2019s grip on Apple\u2019s 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.<\/p>\n\n\n\n<p>Let\u2019s break it down.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What\u2019s Happening<\/strong><\/h2>\n\n\n\n<p>Apple is actively testing new AI-powered search engines and may break its long-standing deal with Google to remain Safari\u2019s default. Here\u2019s what we know so far:<\/p>\n\n\n\n<ul>\n<li>Apple is exploring deals with AI-first search platforms like Perplexity, Anthropic, and OpenAI.<\/li>\n\n\n\n<li>Safari searches dropped for the first time recently, people are leaning more into tools like ChatGPT, not Google.<\/li>\n\n\n\n<li>Apple\u2019s <a href=\"https:\/\/finance.yahoo.com\/news\/apples-20-billion-search-shakeup-185841729.html?guccounter=1&amp;guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&amp;guce_referrer_sig=AQAAAHUkvSgJEnXlmACF8aBHdNkEtRPO7M3gpdqfJaEpvsSIYFphGQnSiLOtjT2iGYQNdRRFrKWRAckjti1xPbgRDbPmt5XhT5z3VjXGnlo4zuQthZ6wTA2qVzjpxUDeXZzxEQWNn010CQCiAI9jDdq9LZrg2D-2YZGbTB4XvtAI_Cn4\">$20B\/year deal<\/a> with Google is facing pressure from antitrust regulators, opening the door for a change.<\/li>\n\n\n\n<li>They\u2019ve already worked with OpenAI on <a href=\"https:\/\/www.apple.com\/siri\/\">Siri<\/a>, so expanding that partnership isn\u2019t a stretch.<\/li>\n<\/ul>\n\n\n\n<p>This isn\u2019t just a quiet experiment, it\u2019s Apple setting the stage for what search could look like next.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How This Affects You<\/strong><\/h2>\n\n\n\n<p>If you\u2019re relying on Google Ads or SEO to drive performance, this should be on your radar. A lot could shift quickly.<\/p>\n\n\n\n<ul>\n<li>If Apple switches defaults, Google traffic could dip, especially mobile Safari traffic, which is massive in the U.S.<\/li>\n\n\n\n<li>Ad costs might climb as Google tries to retain volume with fewer searches in its system.<\/li>\n\n\n\n<li>AI search engines answer differently, less clicking, more summarizing. Your current SEO strategy might not cut it.<\/li>\n\n\n\n<li>Brands that rely on search-heavy channels (like DTC eCommerce or B2B) may need to diversify faster than expected.<\/li>\n<\/ul>\n\n\n\n<p>This doesn\u2019t mean panic. But it does mean you need to watch where your customers are searching, and where that search is going.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A Quick Reality Check<\/strong><\/h2>\n\n\n\n<p>Apple hasn\u2019t flipped the switch yet, but let\u2019s not pretend this is business as usual. The way people search is changing, and fast. AI tools like ChatGPT and Perplexity are already <a href=\"https:\/\/www.techradar.com\/tech\/people-are-increasingly-swapping-google-for-the-likes-of-chatgpt-according-to-a-major-survey-heres-why\">pulling people away<\/a> from Google without needing to touch Safari. If Apple gives users even easier access to those tools, it\u2019ll only speed up the shift.<\/p>\n\n\n\n<p>We\u2019ve seen this movie before. Once the user experience gets easier or faster somewhere else, that\u2019s where the eyeballs go. And if the eyeballs move, so does the ad spend.<\/p>\n\n\n\n<p>The takeaway here?<\/p>\n\n\n\n<ul>\n<li>Search behavior is moving toward AI-driven answers, not traditional links.<\/li>\n\n\n\n<li>Big tech is reacting quickly to hold onto its piece of the pie.<\/li>\n\n\n\n<li>Google might still dominate today, but your brand can\u2019t afford to build a strategy that only works if that stays true.<\/li>\n<\/ul>\n\n\n\n<p>It\u2019s time to start planning for a world where Google doesn\u2019t control every click. Because if you wait until the switch happens, you\u2019re already behind.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What You Should Do Next<\/strong><\/h2>\n\n\n\n<p>The shift hasn\u2019t 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\u2019s what to focus on right now:<\/p>\n\n\n\n<ul>\n<li>\ud83e\udded <strong>Track Apple\u2019s moves closely: <\/strong>If Apple updates its default search setup, it\u2019ll likely happen fast. You need to be ready to pivot the moment it\u2019s official, not six weeks later.<\/li>\n\n\n\n<li>\ud83d\udcb0 <strong>Diversify your paid media mix: <\/strong>If all your <a href=\"https:\/\/searchengineland.com\/guide\/what-is-paid-search\">PPC<\/a> budget is tied up in Google, you\u2019re playing a risky game. Start pushing into Meta, Amazon, TikTok, or even Bing, wherever your audience actually spends time.<\/li>\n\n\n\n<li>\ud83e\udde0 <strong>Audit and clean up your SEO content: <\/strong>AI-first engines reward clarity. If your site doesn\u2019t answer questions clearly and concisely, you\u2019ll get passed over. Time to strip the fluff and tighten things up.<\/li>\n\n\n\n<li>\ud83e\uddea <strong>Keep tabs on AI-first platforms: <\/strong>We don\u2019t have access to ad placements on tools like Perplexity (yet), but that day\u2019s coming. Start learning how these tools work and be ready to test when the opportunity hits.<br><\/li>\n<\/ul>\n\n\n\n<p>Big shifts like this don\u2019t come around often, but when they do, the early movers will win.<\/p>\n\n\n\n<p>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? <a href=\"https:\/\/www.digitalposition.com\/book-your-call\">Reach out<\/a>, we\u2019ll help make sure you\u2019re ready either way.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Apple is seriously considering swapping out Google as Safari\u2019s default search engine, and not just for another traditional player. They\u2019re eyeing AI-first engines like Perplexity, Anthropic, and even OpenAI. This move isn\u2019t confirmed yet, but Apple exec Eddy Cue recently shared in Google\u2019s ongoing antitrust trial that Apple is exploring partnerships with newer, AI-driven search&#8230;<\/p>\n","protected":false},"author":30,"featured_media":2886,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,3],"tags":[],"thumbnail_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-2-3-300x225.png","thumbnail_medium_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-2-3-768x576.png","featured_image_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2025\/05\/Untitled-design-2-3.png","author_avatar_src":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-content\/uploads\/2024\/08\/john1.webp","author_name":"John Vickery","category_labels":["PPC","SEO"],"tag_labels":[],"_links":{"self":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2880"}],"collection":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/users\/30"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/comments?post=2880"}],"version-history":[{"count":1,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2880\/revisions"}],"predecessor-version":[{"id":2881,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/posts\/2880\/revisions\/2881"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media\/2886"}],"wp:attachment":[{"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/media?parent=2880"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/categories?post=2880"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.digitalposition.com\/resources\/blog\/wp-json\/wp\/v2\/tags?post=2880"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}