Apple has officially announced that it has no intention of developing its own search engine to compete with Google. According to Eddy Cue, Apple's senior vice president of services, this decision was based on careful considerations of the company's costs, strategy, and core values.
Building a search engine could cost billions of dollars and take years to perfect, Cue said, which would not only be a financial burden but would also divert resources away from areas where Apple is prioritizing development. Moreover, the search industry is changing rapidly thanks to artificial intelligence, making any investment in it risky.
Another factor keeping Apple from getting involved in this space is privacy. Targeted advertising is an inevitable part of running a successful search engine, but it runs counter to Apple’s longstanding commitment to protecting user data, a value the company has always held dear.
Additionally, Apple has admitted that it lacks the expertise and infrastructure needed to compete with big names like Google, further cementing its decision not to enter the search market.
Apple currently maintains a deal with Google that makes Google the default search engine on its Safari browser, which is expected to generate about $20 billion in payments to Apple in 2022 alone. However, the deal is facing a legal challenge from the US Department of Justice, which has ruled that it violates antitrust laws.
Mr. Cue said that terminating this agreement would have a major impact on Apple's ability to provide products that best meet the needs of users. He also affirmed that only Apple can make appropriate cooperation decisions to bring the best experience to customers.
Through these arguments, Apple emphasizes that it is not simply avoiding economic risks, but also wants to focus on higher-value areas, while continuing to maintain its commitments to privacy and product quality.
