Apple said it has seen a drop in search activity coming from its Safari browser, which defaults to Google Search on iPhone and Mac. The disclosure raises fresh questions about how people find information on mobile devices and what that shift could mean for Google’s ad business. It also signals a wider change in how users get answers online.
The company did not cite a timeframe or specific figures, but the trend points to mounting pressure on traditional search. The development matters because Safari commands a large share of mobile browsing in the United States and Europe, and Google pays Apple to be the default search engine in Safari.
How We Got Here
For years, Google has been the preset search option in Safari under a lucrative deal with Apple. Analyst estimates put those annual payments well into the tens of billions of dollars. The partnership has long benefited both sides: Apple collects steady services revenue, and Google gains high-intent traffic from iOS users.
Regulators have scrutinized the arrangement. In the United States, a federal judge found in 2024 that Google illegally maintained a monopoly in search. The case moved into a remedies phase, placing new attention on default settings and distribution deals. In the European Union, choice screens and other rules have nudged users to consider alternatives.
At the same time, user behavior is shifting. People often go straight to apps for shopping, travel, and maps. Social platforms and community forums draw searches for local tips and product reviews. On Apple devices, features like Spotlight and Siri can answer basic queries without a browser.
What Apple Said
“There has been a drop in search queries via Safari, which uses Google Search. But that does not mean Google is done for,” an Apple representative said.
The statement suggests two things. First, Safari-originated searches are declining. Second, Google still holds deep reach across other channels, including Android, Chrome, and direct visits to Google’s site and apps.
Why Safari Searches May Be Falling
Analysts point to several forces that could be pulling queries away from the browser.
- More answers appear on-device through Spotlight and widgets, cutting the need to open Safari.
- Users start product searches inside apps like Amazon, YouTube, or TikTok.
- Choice screens and privacy features make default search less sticky in some regions.
- AI summaries and quick answers can reduce multiple follow-up searches.
None of these shifts remove the need for broad web search. But they can trim the number of routine lookups that once drove steady query growth on mobile.
The Stakes For Google
Fewer Safari queries could weigh on a valuable funnel of mobile traffic for Google’s ads business. iPhone users are prized by advertisers because they often spend more online. If a portion of those searches is now handled on-device or inside apps, Google may see subtle changes in query mix, ad formats, and click behavior.
Still, Google has several cushions. Chrome remains a leading browser. Android powers the majority of smartphones worldwide. Google’s own apps hold strong positions for maps, video, and email. The company is also pushing AI features into search results to keep users engaged inside Google’s experience.
“Google is not done for” is the key phrase. The message hints at a market that is diversifying rather than flipping overnight.
What It Means For Apple
For Apple, fewer web searches could highlight the draw of its on-device tools. The company has promoted privacy and speed by handling more tasks locally. If users find what they need without switching apps, that strengthens the value of Apple’s platform.
But the trend may also invite new scrutiny of the default search deal. If regulators push harder on distribution agreements, Apple may face changes to how it presents search options or how it accounts for services revenue tied to search traffic.
What To Watch Next
Expect attention on three fronts. First, any measurable change in Google’s reported search volumes or pricing for mobile ads. Second, Apple’s continued push into on-device answers and whether those tools expand into more complex queries. Third, regulatory outcomes in the United States and Europe that could reshape default search settings and payments.
Data will matter. If the decline in Safari-originated searches is small and steady, the market may absorb it. If it accelerates, both companies may need to adjust strategies for distribution, product design, and ad formats.
For now, the message is clear: mobile search is fragmenting. Apple sees fewer searches routed through Safari. Google’s grip on user attention remains wide, but growth is less automatic than it once was.
Rashan is a seasoned technology journalist and visionary leader serving as the Editor-in-Chief of DevX.com, a leading online publication focused on software development, programming languages, and emerging technologies. With his deep expertise in the tech industry and her passion for empowering developers, Rashan has transformed DevX.com into a vibrant hub of knowledge and innovation. Reach out to Rashan at [email protected]
