🔍 Apple explores AI search

Today’s Insights 

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Apple is giving Google a helping hand in their antitrust court case this week. Apple’s Eddy Cue made the case that Google is now in an increasingly competitive search market, is not the dominant force it has been for the last 20 years, and so shouldn’t be broken up. The $20 billion per year agreement Apple has with Google could sway Apple’s thinking here. But Cue brought into question how long Apple will keep Google as the default option for Safari…

Feature

Apple Explores AI Search Alternatives, Signaling Potential End to Google Partnership

For years there has been speculation that Apple would develop its own search engine. However, Google has long compensated Apple substantially ($20bn per year) to keep its position as the default search engine on Safari.

Now, as regulators question those payments, Apple is actively exploring new search partners.

Eddy Cue, Apple's SVP of Services, said he believes AI-powered search offerings, including those from OpenAI, Perplexity and Google's Gemini, will soon supersede traditional search engines.

This could mean a major Safari redesign and another chip away at Google’s dominance, something Safari itself has helped support for years.

Zooming Out

Search is fragmenting. Search marketing strategies have long focused almost exclusively on Google, but that may need to shift to a more multi-platform approach. Apple, through Safari and its 1 billion users, will play a major role in that change.

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Google & Meta

🤔 Google disputes Apple’s claim of Safari search decline

Google says search queries from Apple devices are still growing, despite court testimony from Apple claiming that searches on its Safari browser have declined. The company said that it continues “to see overall query growth in Search.”

🔒 Instagram introduces ‘Lockable Reels’ for exclusive content

The feature allows creators to restrict access to Reels using a secret code. The Weeknd is the first to use this feature, sharing an exclusive preview of his new film.

More Headlines

💰 TikTok offers $1 million in ad credits to support U.S. small businesses

Five hundred eligible businesses will receive $2,000 each in TikTok ad credits. To participate in the giveaway, businesses must be U.S-based, new to TikTok Ads, and have fewer than 500 employees.

💡 TikTok adds new tools to Pulse Core to give brands more placement control  

The new tool offers four targeted options—Custom Lineups, Max Pulse, Category Lineups, and Seasonal Lineups. It aims to enable advertisers to match their ads with trending content.

🤖 ChatGPT dominates the AI search with an 80% traffic share

New data from Similarweb shows ChatGPT remains the top destination for AI-powered search. This is far ahead of DeepSeek (6–7%) and Gemini (5.6%). At the same time, traditional search engines like Google, Bing, and Yahoo are seeing year-over-year traffic decline.

🥕 Samsung tests ads on its smart refrigerator screens

The test includes “personal ads” displayed on Family Hub refrigerator screens. The company is working with select advertisers to explore various ad formats.

🎥 LinkedIn shifts toward video to capture B2B ad dollars

At its NewFront event, LinkedIn discussed its rebranded BrandLink, which allows advertisers to place short video ads before content from premium publishers. It also launched First Impression Ads, which give brands top placement in the feed.

🔗 LinkedIn adds Canva integration for video ad creation

Advertisers can publish video ads directly from Canva to LinkedIn’s ad platform. With the ‘LinkedIn Ads app for Canva’ Marketers can choose from a selection of new LinkedIn video templates.

🆕 Threads tests video ad placements between organic content

Eligible advertisers can now test 16:9 or 1:1 video ad placements delivered between posts on the app. The feature is currently available to only a limited number of advertisers.

⏸️ Amazon will bring ‘Pause Ads’ on Prime Video in Q4 2025

Advertisers will be able to display relevant ads when viewers pause content through the new Pause Ads feature. They can also promote products using Shoppable Ads, allowing viewers to add items directly to their cart during the ad.

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