Opinion
Fall of an empire: Apple’s move heralds post-search era and new wave of startups
"While many are still watching in stunned silence, today's successful entrepreneurs are already preparing for the new world order," writes Auto DS founder and CEO Lior Pozin following Apple's Senior VP of services testifying about the integration of AI-powered search engines as default landing pages within the Safari browser. "Big changes lie ahead. The only question is: are you ready?"
The death of traditional search is already here, and I refuse to be among its final eulogists. No more endless lists of search results — instead, a single precise AI-generated answer. For us entrepreneurs, this is an invitation to a whole new game. From now on, the race is to become the source from which AI pulls its answers. Those who fail to adapt simply won’t survive.
Last week, Eddy Cue, Apple’s Senior Vice President of Services, testified in court that the company is “actively exploring” the integration of AI-powered search engines — such as OpenAI, Perplexity, and Anthropic — as default landing pages within the Safari browser. It’s a dramatic move that hints at a possible gradual break from Google, which currently powers Safari’s default search.
The motivation behind this shift is clear and expected: Cue noted that, for the first time in years, Safari has seen a decline in the number of searches performed through it — a trend he directly attributes to the rise of AI interfaces. He emphasized his belief that AI-based search engines may eventually replace standard search engines altogether, Google included.
Long Live the New Paradigm
The significance of Apple’s shift cannot be overstated. This is far more than a technological upgrade — it’s a fundamental paradigm shift. We’re transitioning from a world of traditional search, built on typing and linear results, to a new world where users receive one fast, accurate, and personalized answer — often delivered via voice.
If it wasn’t already clear, let me put it plainly: search, as we knew it, is dead. It’s no longer about retrieving information — it’s about delivering solutions and answers. Where search was once the first step in decision-making, users now simply ask ChatGPT and receive answers, facts, and links in a single flow. No ads, no SEO, no “10 blue links” — just the answer.
In this new AI-driven search world, SEO will be transformed at its core. It’s no longer about ranking websites on Google, but about being the source that the AI selects. This is the new SEO — call it GEO: Generative Engine Optimization. Controlling what AI delivers as an answer is the key to survival in the new era.
New Opportunities for Entrepreneurs and Startups
The AI search revolution creates a host of new opportunities for entrepreneurs and startups. First, a new field is opening for tools that optimize content for AI — solutions that help businesses “be found” in AI-generated results, just as today’s SEO tools do for traditional search engines.
At the same time, there’s an urgent need for content tailored for this new era — content that AI systems will recognize as trustworthy and relevant, and prioritize in their responses. The structure and style of such content will differ dramatically from what's optimized for current search engines.
New mediation platforms will play a crucial role. This is an opening for entrepreneurs to build systems that connect businesses with AI engines and ensure they’re represented optimally in responses.
As AI systems enable more natural interactions, a new market emerges for user interfaces — interfaces built on intuitive, conversational experiences that replace the current model of typed queries and linear results.
And finally, in a world of “zero friction” and “fewer clicks,” there’s room to create services that simplify complex processes into direct, streamlined actions — tailored to how AI systems understand and execute tasks.
A Tectonic Shift in the Tech Landscape
Apple’s integration of AI-powered search marks nothing less than a tectonic shift in the technological landscape. It’s a break from the old paradigm of “information and results” toward a new one built on precise understanding and real listening.
For today’s entrepreneur, this is a moment of reckoning with no room for hesitation. While many are still watching in stunned silence, the successful ones are already preparing for the new world order — they’re building the tools, interfaces, and platforms that will bridge businesses and the rising power of AI.
Big changes lie ahead. The only question is: are you ready?
Lior Pozin is founder and CEO of Auto DS.
