Apple Should Buy a Search Engine, According to an Analyst

Although Apple uses its own operating system on its devices, it has not yet released its own search engine. Instead of developing a search engine, Apple uses Google as the default search engine on iOS and Siri. 

Analyst of investment and research company A.B. Bernstein Toni Sacconaghiannounced that Apple received a payment of $7-8 billion from Google for using Google as the default search engine on its devices. This may seem like Apple is making a high income by choosing Google, but it only accounts for 30% of the $25 billion in advertising revenue that Google generates from searches on Apple devices.

Apple has been using Google since 2017 

Apple's agreement with Google for the search engine solution does not actually have a long history. Apple previously used Bing as a search engine on their devices. However, the agreement made in 2017 ensured that the default search engine on Apple devices would be Google. 

Google, Apple's search engine from Microsoft to Bing He pays the company not to return or choose another search engine. However, Sacconaghi thinks that Apple can agree on a new search engine if it convinces 70 percent of iOS users to use another search engine.

Apple may be uncomfortable generating revenue from its own devices to Google, with which it competes in many areas, but it is difficult to say that it has many alternatives in terms of search engine. That's why Sacconaghi states that Apple should buy and develop a search engine rather than reverting back to Bing.

Toni Sacconaghi, “Yes, Google is clearly the dominant force in search today. However, compromising the company's current profits from iOS means losing 15 billion dollars. Conversely, given that Apple controls the keys to the kingdom in terms of who can monetize iOS searches, it would appear to be in a stronger position at first glance. But if Apple moves against Google now, it will stick with Bing. This is why Apple needs to get its own search engine” he said.

DuckDuckGo may be the best search engine alternative for Apple

Sacconaghi when it comes to his choice of search engine Apple should buy A privacy focused search engine He states that DuckDuckGo would be a good choice for Apple. The analyst added that he predicts that Apple could acquire DuckDuckGo for under $1 billion and that the search engine would be a serious replacement option that does not rely on Google and Microsoft. 

Sacconaghi, Apple's DuckDuckGo He stated that he had doubts about whether he could get the 7 or 8 billion dollars he received from Google with Google, but still, Apple could be prepared for the worst-case scenario in this way.

Sacconaghi, Apple's Although he suggested purchasing DuckDuckGo, he also said that he needed to make serious arrangements when he attempted to purchase the search engine. The fact that DuckDuckGo is based on Bing will require Apple to make serious changes to its search engine to completely break away from Microsoft influence.