Apple is unveiling “Intelligent Search” in Safari 18 browser. According to industry experts, it will be a game-changing feature in Safari 18.

The company is rumored to introduce “Web eraser” feature, using which users can permanently remove unwanted content like text, images, and ads from the web pages. By using Apple Bot for many years, the company had collected the data quietly.

The industry experts speculate that Apple aims to redefine how we search online, by potentially challenging Google’s dominance. Apple’s ambitious goals of implementing AI Web Search could also disrupt not only the SEO and publishing industry but Web eraser quite a worrying feature to redefine the dynamics of online search results.

Things like advertising, videos, comments, and suggested reading maybe even popups could be permanently blocked.