News broke on September 04, 2025 that Apple, Inc. is getting into the Search business. Apple will be building an “Answer Engine” to be integrated into other Apple porduts such as Safari web browsers and Siri. This “Answer Engine” will be AI-driven, using technology from a third-party vendor such as OpenAI, Anthropic, or Gemini. At the time of writing, it looks like Gemini by Google — who also happen to be long-term Search partners of Apple’s — will be the AI foundational technology Apple will pick for its very own search engine (or “Answer Engine”, whichever you prefer).
Thorough Changes Uprooting Most of the Search Industry
The move is significant for the entire SEO, Marketing and overall IT industries as the amount of Apple-based devices is significant, and if Apple will default related tools to their proprietary new “Answer Engine” (which is likely to happen), instead of Google (as previously), this may induce significant shifts in user behavior and search-traffic patterns.
We have already seen big changes in Search matters in recent months, mostly the ones caused by Google’s forcing “AI summaries” down users’ throats instead of displaying real search results at the top of SERPs; these “summaries” are ready-made answers occupying the top 3 spots (or more on Google’s SERPs instead of real sources displayed as a proper selection for the user. This has brought about some kind of “new world” of zero-click search that marketers, e-commerce vendors, content creators, and all other website owners are now faced with.
Adding yet another twist by modifying web search into “Answers” is what Apple’s move comes down to. The release of Apple Search or “Answers” is planned for March 2026, with a re-design of Siri planned later that year.
What to Do
Savvy marketers should prepare themselves to incorporate the features Apple Search will be looking for into their websites, landing pages, products, or any other content that needs to be found (or become an “Answer”…) as the total of Apple-based devices floating around in the hands (and pockets, or on desktops) of users is around 4.3B currently, so even slight shifts in user behavior as a result of any changes in Apple-product defaults will lead to massive pattern shifts and changes in search traffic.
So stay tuned and follow the news on this if you want your websites, products, and content to be found with or without these changes in the world of internet search.