Google, Samsung, and Microsoft have been hyping AI nonstop lately—so much so that it feels like every new feature or design tweak gets slapped with this buzzword. Now, it looks like Apple is finally jumping on the AI bandwagon, and it’s starting with Safari.
Word of the browser’s redesign—dubbed Safari 18—has leaked via AppleInsider, a publication with a solid track record for Apple scoops. The timing makes sense: Safari’s search traffic recently dropped for the first time, as users flock to AI tools for faster answers . The browser is expected to launch later this year alongside iOS 18 and macOS 15 Sequoia , with AI at the center of its overhaul.
The Headliner: Intelligent Search
The star feature is said to be Intelligent Search, an AI tool that scans web pages to identify key topics, explanatory phrases, and repeated terms—then cranks out concise summaries . Powered by Apple’s own Apple Foundation Model (AFM), a 30-billion-parameter on-device LLM , it works similarly to ChatGPT’s summarization tools, but with a critical difference: all processing happens locally on your device. Apple fans are already celebrating this as a privacy win, since sensitive data never leaves your phone or Mac .
But Apple isn’t stopping at its own tech. The company is also exploring adding third-party AI search options—like OpenAI, Perplexity, and Anthropic—to Safari’s search menu . These won’t replace Google as the default (thanks to Apple’s $20 billion-plus deal with the search giant ), but they’ll give users more ways to tap into AI-driven answers.
Web Eraser: Ad Blocking with a Catch
Another rumored addition is Web Eraser, a tool that acts like a souped-up ad blocker. Users can wipe out banner ads, images, or entire page sections, and Safari will save those preferences for future visits—with the option to revert to the original page anytime . It sounds handy, but some users are already wishing it could go further: specifically, blocking AI-generated text that feels generic or “soulless” .
Critics are also calling foul on hypocrisy. Apple lets users block ads on third-party sites while raking in revenue from ads in Apple News . It’s a tension that’s hard to ignore—especially as Apple positions itself as a user-first company.
UI Tweaks for Simplicity
Safari 18 will also get a much-needed UI refresh, centered around a new centralized menu. This one-stop hub will bundle the new AI and Web Eraser tools with existing features that were previously scattered across the interface—think zoom options, privacy settings, Reader Mode, and extension shortcuts . The goal is to make Safari’s most useful tools easier to find, cutting down on clicks.
Looking ahead to next year, Apple is said to be working on a more powerful visual search feature. Modeled after Siri’s Visual Lookup and Vision Pro’s visual search tools , it will deliver details on consumer products—letting you snap a photo of an item and get info right in the browser .
Take These Rumors with a Grain of Salt
Of course, it’s worth noting that these are just leaks—and Apple has a history of delaying or axing features if they don’t meet quality standards . Last year, the company paused new software development to fix bugs in upcoming OS updates, showing it prioritizes polish over speed .
Still, the rumors feel plausible. Apple has already started leaning into AI in its marketing—case in point, the latest MacBook Air models. They pack the same chip as last year’s M3 MacBook Pro, but Apple is now touting it as a powerhouse for AI tasks . With rivals dominating the AI conversation, Safari 18 could be Apple’s way to show it’s not falling behind.
Want me to tweak this further—maybe add more details on Apple’s AI strategy or trim it for a shorter read? I can also craft a version tailored for tech blogs or casual readers, focusing on the features that matter most.
