Apple's Revolutionary Webpage Summarization Feature

Apple's upcoming Safari 18 is set to introduce an Intelligent Search feature that can provide summaries of webpages in response to search queries. Additionally, there are rumors of a new feature called Web Eraser, which could allow users to permanently delete text, images, and advertisements from webpages. This innovative technology has the potential to disrupt the way we browse the internet.

Apple has been using its Internet crawler, Applebot, to collect website data for years. This data has been utilized in the past for Siri and Apple’s Spotlight Suggestions feature.

Despite ongoing crawling by Apple, a standalone search engine has not been released. Some speculate that Apple may be focusing on a technology that could potentially replace search engines entirely, similar to how the iPhone made digital cameras obsolete.

The latest news about Safari 18 suggests that Apple is aiming to replace Google as its main search engine. Jeff Ferguson, a partner at Amplitude Digital and adjunct professor in Advanced Digital Marketing at UCLA, noted this strategy.

Apple decided not to launch their own search engine, which might completely change the way we think about search engines. This move could shake up the search optimization and publishing industry, as many have been anticipating the arrival of an Apple search engine. The impact of this decision will heavily rely on how Apple executes their AI web search summarizer.

Webpage Summarization

It is not yet clear how the new search result summaries will look, but it is likely that Apple will include a link to websites for users to click through to.

Apple is set to unveil Safari 18, which will include a new Intelligent Search feature. This feature will allow users to generate a summarized version of any webpage they are viewing.

Apple's AI software can analyze keywords and phrases on a webpage or document to create a brief summary with the key information.

SEOs have long been excited about the idea of an Apple search engine. While it could potentially lead to a decrease in traffic from search queries, the extent of this impact remains uncertain for now.

On-Device Processing

A search marketing expert shared in a private chat their thoughts on Intelligent Search. They suggested that if Intelligent Search starts summarizing more than providing links, it might be a good idea to consider selling off some of the domain names they own.

An interesting feature of text summarization is that the technology responsible for creating the summary, known as Ajax, is actually located on the mobile device. Ajax works by extracting keywords and entities from the data to determine the main topic of a webpage. It then generates a basic summary of the content, which is converted into a text summary for the user.

Apple is also planning a Web Eraser.

Apple is planning to introduce a new feature called "Web Eraser" for Safari, in addition to the Apple search summarizer. The Web Eraser will allow users to remove certain content from webpages that they do not want to see, such as ads, videos, comments, suggested readings, and popups. Once a user "erases" a block of content, it will remain hidden for them on future visits to the website.

Technological Disruptions

A new feature is in the works to enhance privacy features in Safari. This feature will give users the ability to easily remove any unwanted content from a webpage. Users can choose to erase banner ads, images, text, or even whole sections of a page with just a few clicks.

It’s completely normal to feel anxious when faced with changes. Many people are feeling this way now with the introduction of AI Search. However, those of us who have been working in the search industry for over 25 years have seen and adapted to many sudden and transformative changes that impact publishing and SEO.

I believe that Apple’s introduction of an AI search engine that provides summaries of websites will bring about some disruption, but I don't think it will be so severe that it will harm websites. It is in Apple’s best interest to ensure that the Internet remains functional and not disrupted to the point of extinction.

Featured Image by Shutterstock/frantic00

Editor's P/S:

The upcoming release of Safari 18 marks a significant shift in the search engine landscape. Apple's Intelligent Search feature promises to revolutionize how we access and engage with information on the web. By providing summaries of webpages directly within search results, users can quickly glean key content without having to sift through multiple pages. This innovation has the potential to disrupt traditional search engine giants like Google, as it offers a more streamlined and efficient way to find what you're looking for.

Furthermore, the introduction of the Web Eraser feature empowers users with greater control over their browsing experience. By allowing them to selectively remove unwanted content such as ads, videos, and pop-ups, Safari enhances privacy and personalization. This feature addresses the growing concerns over online distractions and privacy breaches, giving users the ability to tailor their web browsing experience to their unique preferences. Overall, Safari 18's innovative features demonstrate Apple's commitment to enhancing the user experience and challenging the status quo in the search engine industry.