Apple Plans to Enhance Safari with AI-Powered Search Features

According to people familiar with the matter, Apple is developing an AI-powered search feature for Safari that would improve users' ability to find information across their devices and the internet. This strategic initiative represents a significant step in Apple's growing focus on artificial intelligence technologies.

Expanding Beyond Basic Search Capabilities

The planned search functionality would go beyond the current Spotlight feature, which primarily searches for apps and files on Apple devices. The new AI-powered search would encompass web content, potentially positioning Apple to compete in a space long dominated by Google.

This development comes amid Apple's broader push into artificial intelligence, with the company planning to announce significant AI features for its devices at its Worldwide Developers Conference in June.

Potential Impact on Long-standing Partnership with Google

Apple's move could eventually reduce its reliance on Google, which has been the default search engine for Safari since 2002. This arrangement has been highly lucrative for Apple, with Google paying an estimated $20 billion annually to maintain its position as the default search provider on Apple devices.

The search market has seen renewed competition recently, with Microsoft integrating AI technology from OpenAI into its Bing search engine last year. Similarly, Google has enhanced its search capabilities with AI features.

Financial Implications and Market Response

Following the news, Apple's stock showed a modest increase of about 0.5% in midday trading, reaching approximately $183 per share. This reflects cautious optimism from investors regarding Apple's strategic direction in AI and search technology.

Industry analysts suggest that Apple's entry into the search market could potentially disrupt the established ecosystem, though building a comprehensive search engine to rival Google would require significant investment and time.

Broader AI Strategy Underway

Apple's search development is part of a larger AI initiative that includes enhancing Siri with more advanced capabilities. The company has been working on its large language model called "Ajax" and has reportedly been in discussions with potential AI partners, including OpenAI and Google's Anthropic.

Representatives from Apple have not yet provided official comments on these reported developments, maintaining the company's characteristic secrecy around upcoming features and strategic initiatives.