Apple’s Senior Vice President of Services, Eddy Cue, recently explained why Apple does not plan to develop a search engine like Google. His declaration, filed in a U.S. federal court in Washington, D.C., outlines several reasons behind the decision.
High Costs and Diversion of Resources
Developing a competitive search engine would require Apple to invest billions of dollars and dedicate years of work. This would divert resources and employees from other priority areas that align with Apple’s growth strategy, potentially hindering its ability to innovate in its core business areas.
Rapidly Evolving Search Landscape
The search industry is experiencing rapid changes due to advancements in artificial intelligence. Entering this volatile market would be a significant financial risk for Apple, as the company would need to compete with well-established players and adapt to ongoing technological changes.
Incompatibility With Privacy Commitments
A successful search engine business would require Apple to sell targeted advertisements, a practice that goes against the company’s long-standing privacy commitments. Targeted ads would not only conflict with Apple’s core values but also potentially damage its reputation as a leader in user privacy.
Lack of Specialized Expertise and Infrastructure
Apple currently lacks the operational infrastructure and the specialized workforce needed to build and maintain a large-scale search engine. These limitations make it impractical for the company to compete with industry giants like Google.
Apple and Google’s Partnership
Cue also defended Apple’s existing partnership with Google, which sees Google set as the default search engine on Apple’s Safari browser. In 2022, Google reportedly paid Apple around $20 billion for this deal. Cue argued that this collaboration benefits Apple’s users and helps deliver the best experience possible.
If the partnership were deemed illegal, Cue warned it would limit Apple’s ability to serve its users effectively. He urged the court to allow Apple to defend the agreement by presenting its own witnesses during the trial.
Conclusion
While the idea of an Apple search engine may intrigue some, the company’s decision reflects its strategic priorities, privacy commitments, and resource allocation goals.
