Apple
Have you ever wondered why Apple doesn’t have its own search engine like Google? While Google dominates the search space, Apple has stayed focused on its core products and services. In a recently filed declaration, Eddy Cue, Apple’s senior vice president of services, explained why the company has no plans to venture into the search engine market. According to Cue, there are several key reasons behind this decision.
Cue shared that developing a search engine would require a massive investment of “billions of dollars” and would take “many years.” This would divert resources and employees from other growth areas that Apple is currently focused on.
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The search engine industry, Cue explained, is “rapidly evolving,” especially with the rise of artificial intelligence. Because of this, building a search engine would be “economically risky” for Apple, reports MacRumors.
Also, in order to make a search engine viable, Apple would have to “sell targeted advertising,” which goes against its “longstanding privacy commitments.”
Cue also pointed out that Apple lacks the “specialised professionals” and “operational infrastructure” necessary to build and run a successful search engine.
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This declaration comes amid an ongoing antitrust trial against Google, where the court recently ruled that the deal between Apple and Google, which makes Google the default search engine on Apple’s Safari browser, is illegal. Despite this, Cue asked the court to allow Apple to defend the agreement, stating that “only Apple can speak to what kinds of future collaborations can best serve its users.”
As part of the deal, Cue revealed that Google paid Apple approximately $20 billion in 2022. If the deal were to end, Cue warned that it could “hamstring Apple’s ability to continue delivering products that best serve its users’ needs.”