Apple Explains Why It Doesn't Plan to Create a Search Engine

Apple's senior vice president of services Eddy Cue has explained why the iPhone maker does not plan to create a search engine like Google.

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In a declaration filed with a U.S. federal court in Washington, D.C. last week, Cue said Apple is against the idea for the following reasons:

  • The development of a search engine would cost Apple "billions of dollars" and "take many years," and this would divert investment money and employees away from "other growth areas" that the company is focused on.
  • The search business is "rapidly evolving" due to artificial intelligence, so it would be "economically risky" for Apple to create a search engine.
  • In order to create a "viable" search engine business, Apple would be required to "sell targeted advertising," which is "not a core business" for the company and would go against its "longstanding privacy commitments."
  • Apple does not have enough "specialized professionals" and "operational infrastructure" needed to build and run a successful search engine business.

Earlier this year, as part of the U.S. Department of Justice's antitrust trial against Google, the court declared that the deal that sees Google set as the default search engine in Apple's web browser Safari is illegal. In his declaration, Cue asked the court to allow Apple to defend the deal by having its own witnesses testify during the trial.

"Only Apple can speak to what kinds of future collaborations can best serve its users," wrote Cue. "Apple is relentlessly focused on creating the best user experience possible and explores potential partnerships and arrangements with other companies to make that happen."

As part of the deal, Cue revealed that Google paid Apple roughly $20 billion in 2022 alone.

If the agreement can no longer continue, Cue said "it would hamstring Apple's ability to continue delivering products that best serve its users' needs."

The declaration was earlier reported by Reuters.

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Top Rated Comments

CPmav Avatar
7 months ago
I laughed at this part:

“If the agreement can no longer continue, Cue said “it would hamstring Apple's ability to continue delivering products that best serve its users' needs."

I think Apple will survive without it lol
Score: 35 Votes (Like | Disagree)
vantelimus Avatar
7 months ago

I laughed at this part:

“If the agreement can no longer continue, Cue said “it would hamstring Apple's ability to continue delivering products that best serve its users' needs."

I think Apple will survive without it lol
That $20 billion in 2022 went a long way. Consider that Apple had a profit of approximately $100 billion. That loss of $20 billion comes from somewhere. Apple spent $26.25 billion on R&D and $25 billion on SG&A. Cost of sales won't be hit much. Would customers be happy (and how long would Apple stay competitive) if that $20 billion came out of R&D? What investors would be happy if Apple's profit were suddenly cut 20%.

"Hamstring" might be a hyperbolic phrase, but losing 5% of revenue is not a trivial matter.
Score: 21 Votes (Like | Disagree)
DCstewieG Avatar
7 months ago

It would remove web search from Apple devices
O RLY
Score: 19 Votes (Like | Disagree)
robd003 Avatar
7 months ago
I've never understood why they can't just mollify any of these anti-trust lawsuits by just asking the user what search engine they want on initial device setup. Just have a randomly ordered list of the top search engines that are generally used.

Bing
Brave
Ecosia
Google
Mojeek
Presearch
Yandex
Score: 14 Votes (Like | Disagree)
ProbablyDylan Avatar
7 months ago

It would remove web search from Apple devices
Except it wouldn't. In the linked declaration, Eddie Cue specifies that removing Google Search (and only Google Search) is an option that Apple would have, amongst others - like "letting Google access our users for free" (paraphrasing).
Score: 11 Votes (Like | Disagree)
Plutonius Avatar
7 months ago
Why bother.

There are already good search alternatives and I doubt it will be profitable for Apple.

Besides, Apple often seems to have problems doing all that they currently do :).
Score: 10 Votes (Like | Disagree)