The second most widely used browser, Safari, doesn’t represent a serious alternative to Chrome, given its exclusivity. However, the two players are more closely linked than they seem, and Google’s lawsuit could well have ripple effects.
Who will get rid of Google Chrome (4/5)
Following proceedings initiated in 2020, the US Department of Justice (DOJ) could soon issue a historic decision: a breakup of Google, including the sale of its Chrome browser. If this scenario were to be confirmed, it would be a turning point whose consequences remain difficult to assess. While awaiting the conclusion of this standoff, BDM is launching a five-part series dedicated to the hypothetical pretenders to the throne left vacant by Chrome. These outsiders, from Arc to Firefox, are trying to carve out a place for themselves in a market crushed since 2008 by the “Big Browser.” Each with their own strengths.
For this penultimate episode, we’re focusing on Safari, the browser historically imposed by Apple, which follows its own compass.
Safari, a browser that follows its own compass
“Think different .” As one of the most memorable slogans in advertising history puts it, Apple never does things the same way. And Safari, its web browser, is no exception!
A frank and assumed bias
First, Safari is only available within the Apple ecosystem, unlike other web browsers, which are cross-platform. Launched on January 7, 2003, Safari replaced the now-defunct Internet Explorer, which had previously been installed by default on Macs. And, even then, ties with Google were strong, as Safari integrated a Google search window into its interface “for fast and convenient searches using the most widely used web search engine,” Apple explained.
Safari also stands out on a technical level. Indeed, the web browser is based on WebKit, a rendering engine developed in-house, based on the open source KHTML project. Conversely, most competitors are based on Blink: Google Chrome, Microsoft Edge, Arc, Brave, Opera, etc.
An undeniable success, but made easier
While only available in the Apple environment, Safari is the second most used web browser in the world in 2025, with a 17% market share across all devices. This figure climbs to more than 21% on mobile, ranking it behind Chrome (69% market share), but far ahead of other players, with the third position being occupied by Samsung Internet, with a market share of only 3.5%.
A definite success, but also most likely ensured by its position as the default browser on all Apple devices. Whether on iPhone, Mac, or even iPad, Safari is already there, and just waiting to be used! Moreover, until 2020, it was simply impossible to change the default browser on the iPhone. But, beyond this integration, Apple also offers a fluid, modern, and simplified experience with Safari. As a result, changing browsers requires an effort that few users are willing to make.
And once you get used to using Safari, it’s hard to break away: light, fast, perfectly integrated into the Apple ecosystem (iCloud, password keychain, Handoff functionality, Apple Pay, etc.), it ticks enough boxes for you to be happy with it, and even appreciate it!
At Apple, our goal is not just to create an app or feature, but to make users truly connect with that app or feature.
Safari, or the art of doing little but well
Safari fits perfectly with Apple’s DNA: it’s minimalist, elegant, and intuitive. Its unique position—at the heart of Apple’s ecosystem—allows it to offer exclusive features and near-perfect integration with other products. As long as they sport a beautiful Apple logo, of course.
A browser designed to save time
Apple claims: “Safari is the world’s fastest browser .” It’s significantly less resource-hungry than Chrome in terms of RAM. In terms of battery life, the match is even clearer: Safari reportedly consumes up to 50% less battery than Chrome on Mac. This is easily explained: Apple only needs to focus on optimization on its own devices, whereas other browsers face multiple use cases.
Safari also offers very useful features to optimize your time, such as:
- Advanced customization: Safari offers a high degree of customization, with options in the toolbar, tab groups, bookmarks, themes, and more.
- Quick Note: When reading an article, you can select a passage and create a quick note in your Notes app with a single right-click.
- Multiple profiles: You can create multiple profiles to separate your favorites, work history, and personal history.
- Handoff mode: Allows you to synchronize all your Apple devices. For example, you can open a web page on your computer and continue reading it on your iPhone.
- Not to mention tab groups, one-click image clipping, reading mode…
Data confidentiality, a priority
With Safari, Apple also makes a point of protecting its users’ privacy. In 2017, the web browser opted to block third-party cookies via Intelligent Tracking Prevention , making fingerprinting more complex.
Other features have also been implemented to ensure the security of users and their data, including:
- Privacy Report: At any time, you can get a summary of the trackers blocked by Safari on the different sites visited.
- Password manager: Safari can save your passwords and check that they haven’t been compromised.
- Distraction Control: You can hide any element you want on a web page to make it easier to read. This also works for ad inserts or cookie banners. A very useful feature, unthinkable for browsers that rely on ad revenue.
- Link tracking protection: Safari can strip UTMs from links to prevent ad tracking.
- Not to mention private browsing, private tab locking, passkeys …
Safari, the quiet force
But while Apple has everything it takes to seduce, it only appeals to a small portion of the population. That’s why Safari evolves slowly. Very slowly. While Chrome, Firefox, and even Microsoft Edge are releasing monthly updates, Safari remains in the shadows. Most of the time, Apple’s web browser receives an annual update, when the new version of iOS is released.
And for good reason: Safari isn’t really a cash-generating product for Apple. Unlike Google, which derives a large portion of its revenue from advertising and tracking, the Cupertino company has no interest in promoting its browser as an advertising channel. The result: no commercial pressure, no race for monetization. And this also allows it to offer some rather bold features, such as distraction control and UTM removal.
Ultimately, Safari is more of an additional brick than a load-bearing wall for Apple: it’s there to improve the user experience, not generate revenue. Which doesn’t stop Apple from cashing Google’s annual check—to the tune of $20 billion in 2022—to boost its search engine.
Towards navigating troubled waters?
Safari’s long, calm river could soon turn into a storm. Because, while Google is currently in the dock, Apple is indirectly part of the problem.
Indeed, among the practices Google is accused of, we find the exclusive agreements signed with various players – including Apple – to place Google’s search engine by default in Safari, and this, on all Apple devices. A partnership as discreet as it is lucrative: according to Bloomberg, in 2022 alone, Apple would have received 20 billion dollars from Google, or nearly 18% of its annual profits.
Faced with the threat of a suspension of the agreement for at least 10 years, Apple believes it risks “irreparable harm.” The company therefore ,attempted to intervene in the lawsuit by filing an initial emergency motion on December 23, 2024, to participate in the trial and defend its interests. After an initial refusal, the company filed a second motion on January 30, 2025, which also ended in failure. The reason? Apple took too long to take a position. The verdict: the company is forced into silence, at the same time as the American justice system is debating the future of a partnership that fuels a significant portion of Apple’s business.
If the courts were to rule against Google—and therefore Apple—the company would be forced to devise new strategies to make up for a significant shortfall. And while Apple isn’t currently considering developing its own search engine, it may ultimately be forced to do so.
A viable search engine would require the creation of a targeted advertising platform, which is not Apple’s core business. […] Moreover, the development of such a service would have to be balanced against Apple’s historical commitments to privacy, Eddy Cue, Apple’s senior vice president of services and software, argued in the emergency request.
