By Key Points
- Apple explains why building a search engine is too risky.
- The $20 billion Google deal is critical for Apple’s strategy.
- Privacy conflicts with search engine monetization methods.
- AI chatbots, not search engines, are Apple’s future focus.
The concept of an Apple search engine has been a topic of speculation for years. However, Eddy Cue, Apple’s senior VP of services, has made it clear that the company has no plans to develop its own search engine.
In a recent motion filed with the Department of Justice (DOJ), Cue emphasized the immense risks and costs associated with creating a search engine.
Cue explained that building an Apple search engine would require billions of dollars in investment and several years of development. The company also faces significant challenges in aligning a search engine with its privacy-first philosophy.
Unlike Google, which relies heavily on targeted advertising to monetize its search business, Apple would struggle to maintain its commitment to user privacy while competing in the search engine market.
Eddy Cue, vicepresidente senior de servicios de @Apple dice que no harán su propio buscador porque tomaría muchos años y miles de millones de dólares. Y advierten al gobierno de USA que prohibir su trato con @Google sólo beneficiará a Google y perjudicará a Apple y sus usuarios. pic.twitter.com/2vt33kYeNe
— Javier Matuk (@jmatuk) December 27, 2024
Why Apple Stays with Google
The DOJ’s antitrust case against Google has put Apple’s $20 billion partnership with the tech giant under scrutiny.
This deal makes Google Search the default search engine on Apple’s Safari browser, and while it raises concerns about Google’s dominance, it remains a critical part of Apple’s strategy.
Eddy Cue outlined two unfavorable scenarios Apple would face if the partnership with Google ended:
- Google as a Free Option: Apple could allow Google to remain an option for users without sharing revenue. This would result in Apple losing billions while giving Google free access to its user base.
- Eliminating Google Search Entirely: Removing Google from Safari would alienate users, as Google remains the most popular and preferred search engine globally.
Instead of creating an Apple search engine, the company continues to work closely with Google while exploring other areas of innovation.
Privacy and AI Chatbots: The Future of Search
One major reason Apple avoids building a search engine is its firm stance on privacy. Cue explained that any viable search engine would require Apple to adopt targeted advertising as a core revenue stream.
Such a shift would contradict the company’s reputation for prioritizing user data protection and privacy.
Rather than developing an Apple search engine, the company is turning its attention to artificial intelligence. Cue described AI chatbots as the next big evolution in search.
These tools align with Apple’s focus on privacy while offering innovative ways for users to access information.
Moreover, Apple warned that the DOJ’s proposed penalties on Google could hinder its ability to meet user needs.
By limiting partnerships and collaborations, Apple fears that external restrictions may ultimately reduce the quality and options available to its customers.
Why Apple Won’t Risk a Search Engine
The risks of building an Apple search engine far outweigh the benefits. From the billions of dollars required to develop a competitive product to the conflicts with its privacy-first model, Apple sees little incentive to take on Google in this space.
Instead, it remains focused on partnerships and AI-driven solutions that better serve its users.
