Apple's plans to add AI-powered search options to its Safari browser are a big blow to Google, whose lucrative advertising business relies significantly on iPhone customers using its search engine.

Apple Inc. made an unusual pitch in its bid to save a lucrative search partnership with Alphabet Inc.’s Google, saying that the deal might not be necessary in the long run and that even the iPhone may fall out of use.

Now, even Apple is signaling a shift toward AI search — and away from Google. Due to the dominance of Apple iPhones, Apple's approach to search will have much wider impacts acro