Apple might replace search engines with its own AI-powered solutions. The company is increasingly integrating OpenAI’s ChatGPT chatbot capabilities into its software. It could be a strategic move away from its long-standing partnership with Google as the default search engine. This comes after Siri 2.0 is designed to handle queries more effectively.
This transition could take several years to fully materialize, but it presents a lucrative opportunity for Apple to establish new revenue streams and reduce dependency on external partners. By steering users towards Siri and AI chatbots, Apple could offer non-exclusive agreements with AI providers, avoiding antitrust issues.
A recent court ruling has given the US government the power to enforce changes to the Google-Apple partnership. This might level the playing field for other search engine providers like Microsoft Bing and DuckDuckGo. Apple could offer multiple search engine options to users, similar to the browser choice menu in the European Union.
As Apple continues to develop its AI capabilities, the company’s interface is set to undergo some changes. The upcoming Apple Intelligence will introduce features like “Type to Siri,” making it easier for users to interact with the virtual assistant.
While challenges remain, Apple’s strategic pivot towards AI-powered search could reshape the entire industry and redefine the way users interact with technology.
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