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Recent remarks from a senior Apple executive have sparked renewed questions about whether AI could threaten Google’s dominance in online search. As global digital behavior shifts, the topic matters for Thai consumers and Southeast Asia’s tech sector alike.

Apple’s top services executive noted, for the first time, a decline in searches conducted through Safari, where Google remains the default. The shift is linked to growing interest in AI-powered alternatives, including OpenAI and other providers offering direct answers and richer interactions. This trend has prompted Apple to explore integrating such tools into its devices in the future, signaling a broader move toward AI-assisted search. Research from industry analyses supports the idea that AI-enabled results are reshaping user expectations and potentially altering traditional search dynamics.

Recent remarks from a leading Apple executive have reignited debate about whether the rapid rise of artificial intelligence could undermine Google’s long-standing dominance of online search. As digital habits shift worldwide, these developments carry significant implications for both Thai consumers and the wider Southeast Asian tech sector.

In a notable admission, Apple’s senior vice president of services told media outlets that for the first time ever, the volume of searches conducted through Apple’s Safari browser—where Google is the default search engine—declined in April. The executive attributed this trend to surging interest in AI-enabled alternatives, including services such as OpenAI, Perplexity, and Anthropic. These platforms, which deliver direct answers and richer interactions than traditional search engines, are capturing attention globally and prompting Apple to consider integrating them into its own devices in the future, as reported by Investopedia.