Apple’s Visual Search Update Will Drive More Google and ChatGPT Queries

WWDC 2025

At its annual Worldwide Developers Conference (WWDC 2025), Apple previewed the next version of iOS, along with new AI features that will change how people search across its devices.

One of the more talked-about tools within Apple Intelligence is Apple Visual Intelligence. It’s designed to make searching from any screen faster and more natural, cutting out extra steps like having to copy text or open a new app to search.

Apple Intelligence Brings On-Device AI to More Users

With iOS 26, Apple is making their AI features available directly on users’ devices, and will expand into new languages. Apple Intelligence will support 17 languages, including French, German, Japanese, Portuguese, Vietnamese, and both simplified and traditional Chinese. English is already live, and this rollout makes the tool usable for millions more around the world.

A key part of this update is the new Foundation Models framework. Basically, it allows app developers to use Apple’s AI features without relying on cloud access. Everything runs on the device. That means no internet connection is needed, no added storage costs, and less exposure of user data.

It’s safe to assume that anyone with an iPhone knows how to search something on Google. But for users who prefer to search by asking Siri, or those who just like to try Apple’s newest iOS features, this means even more searches can be done on their iPhones than before.

Although the AI magic happens on the device itself, it will still need the internet to search some questions, including searches for law firms and legal topics. This is where law firm websites come into play. Firms who are taking proactive steps now to rank in the latest search platforms are setting themselves up for success when users search via Apple Intelligence.

Bonus: See how firms are securing Local and AI rankings

Search Anything On Your Screen

Apple Visual Intelligence adds a new layer to how users interact with their screens: if you can screenshot it, or point your camera at it you can search it. In iOS 26, visual intelligence uses the camera and screenshots to bring up two options: “Ask” and “Image Search.” Choosing Ask will start an AI chat and Choosing Image Search sends the captured content to Google or other compatible apps. Users can also tap or draw to highlight part of the screenshot to focus the search even further.

Android users have had this kind of feature through Circle to Search, which allows them to highlight parts of their screen and search without leaving the app they’re in. Apple is now bringing that same concept to iPhone users.

Apple has not introduced Gemini or other advanced integrations yet, but the direction is clear. Rather than replacing search engines, Apple is creating a quicker way to reach them. The screenshot becomes a direct line to answers. There is no need to copy text, open a new app, or jump into a browser.

What Law Firms Should Do Now

The fewer steps it takes to look something up, the more often people will do it. Apple’s new tools take the effort out of starting a search and getting results from Google or ChatGPT.

That ease of use multiplied by the number of new users has the potential to seriously raise overall search volume. More people will act on curiosity in the moment, especially when the barrier to starting a search is gone.

The best way to prepare is by publishing content that speaks to very specific legal situations. General pages about broad practice areas won’t stand out. The content that wins here will be factual, authoritative, and written to match what people are likely to ask or highlight on their screens.

This is the time to get ahead with SEO on Google and ChatGPT. The tools are in place. New consumer behavior is coming next.

Law Firms Should Prepare for Smarter Clients and Smarter Devices

As mobile search tools become more intuitive, users are relying on their phones not just to browse but to make a decision. AI is already helping people identify legal issues faster, answer questions without form submissions, and compare firms before ever making a call. This trend is only gaining speed as Apple and Android both embed these tools directly into the operating system.

For law firms, this means the path between seeing and searching is shorter. Potential clients can point their cameras to your office and get all of your business info to contact you, or they can screenshot a legal document and have ChatGPT recommend contacting your firm to help. If your site is set up to meet that moment with the right information, you have a chance to earn that visit.

These tools also affect how intake begins. Clients arriving through visual search may have less context but higher urgency. Your website needs to be prepared to answer their question fast, direct them to a next step, or connect them with your team in real time.

TSEG works with law firms to prepare for exactly this kind of change. We help build content strategies designed to match how people actually search. That includes optimizing for Google, preparing for AI models like ChatGPT, and making sure your site meets visitors with clear, specific content that converts.

Firms that act now will benefit as more users adopt these tools. Those that wait will be playing catch-up soon. We can help you get ahead, and stay there. Schedule a call with us today.