3 reasons why Apple won't build its own search engine
Apple is developing its own web browser, Safari, but it uses Google Search as its default search engine. There are rumors that Apple might create its own search engine, but a company executive has flatly denied this.
Apple seeks to defend Google's billion-dollar payments in search case | Reuters
Eddy Cue reveals the three reasons Apple won't build a search engine - 9to5Mac
https://9to5mac.com/2024/12/24/apple-search-engine-reasons/
Apple has no intention of creating its own search engine
https://appleinsider.com/articles/24/12/24/ending-google-search-partnership-would-hamstring-apple-says-eddy-cue
In October 2020, the U.S. Department of Justice (DOJ) sued Google for violating antitrust laws , alleging that the company 'illegally maintained a monopoly in the search and search advertising markets through anticompetitive and exclusionary practices.' Judge Amit P. Mehta of the U.S. District Court for the District of Columbia, which oversees the case, ruled in August 2024 that 'Google violated the antitrust laws.'
Federal judge rules that Google is violating antitrust laws by paying to maintain its position in smartphone search - GIGAZINE
As a result, the DOJ has asked Google to sell its web browser, Chrome , but Google has argued that the DOJ's demands 'go far beyond the court's discretion' and has proposed its own remedial measures.
Google proposes corrective measures in response to antitrust violations and requests to sell Chrome business - GIGAZINE
The focus of the case is Apple's huge contractual payments to Google to make Google search the default search engine for its Safari web browser, with Apple receiving an estimated $20 billion in contract payments from Google in 2022 alone.
Apple receives 3 trillion yen a year from Google as 'fees for adopting Google search' - GIGAZINE
In court documents filed in connection with Google's antitrust lawsuit, Apple's vice president of services, Eddy Cue, explained why Apple will never build its own search engine.
The DOJ's corrective measures are expected to curb Google's monopoly in the search market, forcing Apple to develop its own search engine or enter the search text advertising market and become a competitor to Google. However, Cue said that the DOJ's assumptions are wrong, and cited the following three reasons why Apple does not intend to develop its own search engine:
1. Because Apple is focused on other growth areas and would have to divert both capital investment and employees to develop a search engine, which can cost billions of dollars and take years to develop.
2: Search is evolving rapidly due to recent and continuing developments in artificial intelligence (AI), so committing the enormous resources required to create a search engine is economically very risky.
3: A viable search engine would require building a platform to sell targeted ads, which is not Apple's core business. Apple does not have the specialized staff or large operational infrastructure needed to build a successful search advertising business. While Apple has niche advertising such as its App Store platform, search advertising is different and outside of Apple's core expertise. Building a search advertising business would also require balancing Apple's longstanding privacy efforts.
In court documents, Apple said, 'Google can no longer adequately represent Apple's interests. Google must now defend itself against broader efforts to break up its business units.'
Apple wants to call witnesses at a remediation hearing in April 2025. Google has proposed relaxing its default contracts with browser developers, mobile device makers and wireless carriers, but has not proposed ending agreements under which it shares a portion of advertising revenue from searches.
Mozilla, the developer of Firefox, which, like Apple, earns revenue from a search engine contract with Google, also opposed the DOJ's remedial measures, arguing that 'the implementation of the DOJ's remedial measures would jeopardize our revenue sources and put Mozilla's future in jeopardy.'
Mozilla, the developer of Firefox, claims that Google's antitrust lawsuit will destroy Google's various businesses and put its operating funds in a pinch - GIGAZINE
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