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Apple can create its own search engine and end its dependence on Google, the report notes, since Apple already has most of the components it needs to do it alone.
Using Google for search has been profitable for Apple: Search The giant was paying Apple billions to become the top search option on iOS. But while the settlement being discussed in court benefits Apple, there is always the possibility that it will decide to go its own way.
In Bloomberg's Sunday newsletter “Power On” Mark Gurman speculates that Apple could create its own search engine and create an Apple Watch-sized revenue stream by selling advertising. This event is highly unlikely due to how the incentives in the Apple-Google deal align, despite repeated rumors on the topic.
A person involved in the deal explained that aligning incentives was an important part of its creation because while Apple may be pushing competing searches, it at least makes money by referring customers to Google.
However, Apple could earn more revenue than the Google deal if it brought search in-house. This feature helped Apple begin work on its own search technology, which helps use services on the device, but not web search.
Going it alone
In a “what if” scenario, Gurman suggests that Apple could would offer a more integrated and proprietary solution than Google. This is already evident in search engines built for services like the App Store and Maps.
Over the past few years, Apple has also been working on a next-generation search engine for apps, codenamed “Pegasus”, under the leadership of former Google executive John Giannandrea. It will likely appear in apps like the App Store soon, offering more accurate search results.
Another piece of evidence is Spotlight, which does rely on Bing and Google for search results and could get more improvements with generative AI tools.
Applebot's web crawler is also an important element, as it searches the Internet for websites similar to the Microsoft and Google versions. There's also an ad tech team that could eventually build a web search ad team.
There is reason to believe that Apple SVP of Services Eddie Cue's comments that Google search is the best and that Apple has no incentive to create its own are probably true, but may also be a measure. aimed at protecting Google. from government execution. If the US finds that Google has violated antitrust laws, the existing billion-dollar search deal could fall apart.
So Google remains Apple's best option, at least until Apple believes it has made the best option.