Safari, the default browser on Apple devices, uses Google as its search engine of choice. This partnership between Apple and Google provides Safari users with access to Google’s search services. Google’s search engine is known for its speed and accuracy, which aligns with Safari’s aim to deliver a seamless browsing experience. By using Google, Safari leverages the search engine’s extensive index of the web to return comprehensive and relevant search results quickly.
The use of Google in Safari is also a result of a financial agreement between Apple and Google, in which Google pays Apple to remain the default search engine on Safari browsers across various Apple devices. Despite this arrangement, Safari users retain the ability to choose alternative search engines in their settings if they prefer different search functionalities or have privacy concerns.
🕰️ 1. A Brief History of the Safari–Google Partnership
When Apple launched Safari in 2003, it initially used Google as its default search engine because of Google’s dominance in web search and its clean, accurate results.
Over the years, despite Apple’s growing focus on privacy, the Google partnership has remained in place — largely because of the enormous revenue it brings Apple.
According to industry reports, Google pays Apple billions of dollars annually to remain the default search engine in Safari. Estimates for 2024–2025 suggest that Google pays Apple between $18 billion and $20 billion per year for this privilege (source: California Learning Resource Network).
💰 2. The Financial Incentive
The deal is one of the most profitable in the tech world.
- Every time a user searches the web using Safari’s address bar, Google gains ad revenue.
- Apple, in turn, receives a share of that revenue.
This arrangement is a win-win:
- Google maintains its dominance in search traffic.
- Apple earns significant passive income — contributing to its “Services” revenue category.
Even though Apple promotes privacy, this deal is too financially important to abandon.
🔒 3. The Privacy Paradox
Apple has built its brand around privacy, while Google’s business model revolves around data-driven advertising.
So, why does Apple still rely on Google?
Because Apple controls how search data is handled within Safari. Safari offers several privacy features that limit Google’s tracking power:
- Intelligent Tracking Prevention (ITP): Blocks cross-site tracking cookies.
- Private Relay (for iCloud+ users): Masks IP addresses from websites.
- Private Browsing Mode: Prevents search history from being saved.
In other words, Apple allows users to benefit from Google’s search quality — while still enforcing its own privacy standards.
⚙️ 4. You Can Change the Default Search Engine
If you don’t want to use Google, Apple makes it easy to switch.
In Safari settings, you can choose from:
- DuckDuckGo – Privacy-focused, no tracking
- Ecosia – Plants trees with ad revenue
- Yahoo – Familiar interface, powered by Bing
- Bing – Microsoft’s search engine, now enhanced with AI
How to change it:
- Go to Settings > Safari > Search Engine (on iPhone/iPad)
or Safari > Settings > Search (on Mac). - Select your preferred search engine.
(Source: Apple Support Community)
🌍 5. Why Apple Hasn’t Built Its Own Search Engine
Apple has the resources to create its own search engine — and it’s been rumored for years that it’s developing one internally. However, there are several reasons why it hasn’t replaced Google yet:
- Building a world-class search engine requires massive infrastructure and data.
- Apple’s focus is on hardware and privacy, not ad-based services.
- The existing Google deal is too profitable to disrupt.
That said, Apple has made quiet moves in this direction, such as expanding Applebot (its web crawler) and improving Spotlight and Siri Suggestions — which already bypass Google for some queries.
🧩 6. The Bottom Line
Safari uses Google as its default search engine because:
- Google pays Apple billions to be the default.
- Users expect Google-quality results.
- Apple can enforce privacy protections while still profiting.
However, users remain free to switch to more private or ethical alternatives with just a few taps.
✅ TL;DR Summary
| Reason | Explanation |
|---|---|
| 💰 Revenue | Google pays Apple billions to stay default |
| 🔍 Quality | Google’s search results remain the most relevant |
| 🔒 Privacy | Safari limits Google’s tracking power |
| ⚙️ Choice | Users can easily switch to DuckDuckGo, Bing, or others |
In short: Safari’s use of Google isn’t just about search quality — it’s a strategic, financial, and technical partnership that benefits both companies while giving users the freedom to choose alternatives.
Key Takeaways
- Safari defaults to Google for its search engine functionality.
- Apple and Google have a financial agreement for Google’s default placement.
- Users can opt for different search engines in Safari’s settings.
Understanding Browser Search Engine Preferences
When using a browser, the search engine settings play a crucial role in how users find information online.
The Role of Default Search Engines
A default search engine is the system a web browser uses to conduct online searches unless changed by a user. Browsers often select a default search engine they believe offers reliable results and a good user experience.
Search Engine Selection in Safari
Users of Safari on iPhone, iPad and Mac can change their search engine preference through the device’s settings. Safari typically allows users to choose from several options like Google, Yahoo, Bing, DuckDuckGo, and Ecosia.
Apple’s Relationship with Google
Apple has long chosen Google as Safari’s default search engine on its devices. This choice reflects Google’s strong position in the search engine market and the substantial revenue it generates for Apple through the agreement.
Factors Influencing Search Engine Partnerships
Companies like Apple consider several factors when partnering with search engines. These include privacy provisions, search result quality, and financial terms. The ethical values of a search engine, such as those espoused by Ecosia, may also influence partnerships.
