Google, the search engine giant that has dominated the digital industry, is now facing pressure from various sides. Not only dealing with antitrust lawsuits in various countries, the company founded in 1998 by Larry Page and Sergey Brin also has to deal with new competitors that offer a fresher AI-based search experience.
At the same time, its two biggest partners-Apple and Samsung-are starting to look for ways to break free from Google’s grip. This is no ordinary threat, but rather a harbinger of a fundamental shift in the way humans search for and access information.
For two decades, Google’s business controlled more than 90 percent of the global search engine market. However, this dominance has been marred by controversy. The US Department of Justice has accused Google of monopolizing the market in an unfair way, including paying Apple US$18-20 billion per year to remain the default search engine on Safari.
Outside the court, the bigger threat comes from changes in user behavior, especially the younger generation. Google admits that 40 percent of Gen Z in the US would rather search for dining recommendations via TikTok or Instagram than Google Search. This is a clear sign that traditional search engines are losing their appeal.
Perplexity: A Shaking Newcomer
The emergence of Perplexity AI, an AI-based search engine startup, further complicates Google’s position and business. Unlike Google, which presents a list of links, Perplexity takes an answer-first approach-directly providing answers using Large Language Model (LLM) technology. As a result, searches are faster, more humanized and contextualized.
Perplexity’s value has risen dramatically. In the latest funding round, they plan to raise USD 500 million with a valuation of USD 14 billion. This surge shows the market’s belief that the future of digital search is no longer solely controlled by Google.
Apple and Samsung: The Beginning of Upheaval?
Google’s business position is further threatened by Apple and Samsung-two major partners that have been the backbone of Google Search distribution.
According to Bloomberg, Apple is in discussions with Perplexity to make it the default search engine in Safari, replacing Google and even ChatGPT. If it happens, this move is not just about search, but also Apple’s strategy to reduce legal risks and increase control over the user experience.
More aggressively, Samsung is rumored to be integrating Perplexity technology into the browser, Bixby assistant, and even the AI-based operating system. The plan is that this feature will appear on the Galaxy S26 (2026). Samsung is also named as a potential lead investor in Perplexity’s funding. This step shows that their cooperation with Google has been based on needs, not strategic alignment.
Big Impact on Google’s Business
This change in the digital search landscape threatens Google’s business dominance. If Apple and Samsung do switch, Google could lose access to more than 30 percent of global user devices. About 58 percent of Alphabet’s (Google’s parent) revenue comes from search advertising. A drop in traffic will shake its core business. Not to mention reputational issues. Amid regulatory scrutiny and the emergence of competitors like Perplexity that are more ethical and transparent, Google’s image is increasingly under threat.
Today, there is a shift from a centralized system to a more distributed AI-based search ecosystem. Perplexity is just the beginning-there will be other innovators driving a new era where information is no longer controlled by a single entity. Perplexity’s collaboration with Apple and Samsung is not just a technical collaboration, but a signpost of the future direction of the industry.
Nothing Lasts, Including Google’s Business Dominance
Based on what Google is going through, what lessons can be learned?
1. Nothing lasts forever in this world, including the dominance of individuals or groups
No company, no matter how big, is completely immune to change-even a giant like Google. A few years ago, this situation was unimaginable to many. No matter how great a company’s market position, it can collapse if it fails to adjust to technological developments and new consumption patterns. History has proven it: Nokia and BlackBerry once triumphed, but were eventually eliminated due to lack of innovation. Now, Google faces a similar test-past dominance no longer guarantees future success.
2. Disruption is more often born from new players.
The biggest threat to Google’s business comes from newcomers who bring a different way of thinking. Perplexity AI is not part of the “club” of tech giants. Precisely because of that, it is more agile-unencumbered by legacy systems and can quickly adapt to user needs. This is the advantage of disruptive startups: they are free to create solutions without being bound by conventional methods.
3. Consumers are changing rapidly
Generation Z is moving from Google to TikTok or AI chatbots. For them, searching for information is no longer about “finding links,” but rather “getting immediate answers.” Companies that are sensitive to these changes will be ahead of the competition.
4. Strategic partnerships are the key to victory
Apple and Samsung’s collaboration with alternative search engines proves that the ecosystem is the new powerhouse. Advanced technology alone is not enough without strong distribution channels.
5. AI has changed business fundamentals, not just added functions
Perplexity does not just display a list of search results, but directly provides answers. This threatens Google’s advertising business model that relies on clicks and page views. In the future, AI-based approaches could completely change the way information is monetized on the internet.
