According to an executive at Apple, the technology titan is looking at the possibility of using artificial intelligence (AI) to power search engines on its devices.
Presently, Apple’s built-in web browser Safari features Google as its default search engine; Google reportedly pays Apple an annual sum of around $20 billion for this position.
However, while testifying as part of the antitrust case against Alphabet, Google’s parent company, brought on by the U.S Justice Department, high-ranking Apple figure Eddy Cue suggested that AI-powered search providers will, in time, replace traditional search engines like Google, and that Apple will be prepared to add these features to Safari.
Both Alphabet and Apple’s share prices fell as a result of this development, by 7% and 2% respectively, according to reports.
In the search engine world, Google is already finding itself under pressure from AI competitors such as OpenAI, creator of ChatGPT, and Perplexity. Industry analysts have suggested that losing exclusivity with Apple could have drastic consequences for Google’s dominance of the search market, which is already facing increasing pressure due to its ongoing antitrust case.
How might this affect your website’s SEO?
From a search engine optimisation (SEO) perspective, any developments that result in Google losing control of the search engine marketplace is important to keep an eye on. Google’s dominance has led to it being where marketing executives and managers spend the majority of, if not all of their SEO budgets.
Whether it be due to AI or another factor causing its control of the market to fall, any demise of Google will be cause for marketers to reevaluate where they spend their budgets.
At Engage Web, we stay committed to helping companies spend their marketing budgets wisely. Get in touch with our team today to learn how we can give you more success online.
