Apple and Google are rival companies on smartphones. But at the same time, they are partners. Indeed, Google pays billions of dollars a year to the Cupertino company, in return for the use of its search engine (which generates advertising revenue) on the iPhone. However, it’s been rumored for a while that Apple wants to end this agreement by offering its own search engine on the iPhone.
And obviously, this project is still relevant. In a recent article, the Financial Times evokes the silent “war” that the Cupertino company is waging against Google. While users of Apple products today still need to use certain Google services, Apple’s goal is that this is no longer the case. And to achieve this, Apple would develop alternatives.
Moreover, this war would have started a long time ago, in 2012, when Apple launched its Maps application to replace Google Maps. At first, the operation was a failure, because Maps was far too weak in features compared to its rival. However, today, thanks to the redesign of the app, and the regular addition of new features to this app, Apple offers a real alternative to Google Maps on its devices.
“Apple Search” is back in the news
And after Google Maps, it’s Google’s search engine that Apple could try to compete with. Internally, the project would be called “Apple Search” and in order to develop an alternative to Google for searches, Apple would rely on acquisitions, such as Laserlike. Acquired by the firm in 2019, this company was created by a former Google employee. It specializes in artificial intelligence and offered a product that allows users to follow hot topics.
Of course, for the moment, this is unofficial information. Therefore, caution is in order. But if Apple succeeds in developing an alternative to Google Search, this search engine would become the default search tool on more than a billion iPhones. Moreover, Apple wouldn’t even need to develop a product as powerful and feature-rich as Google’s.
This is at least the opinion of an expert quoted by the Financial Times. Josh Koenig, director of strategy at Pantheon (a web company) believes that if Apple manages to develop a search engine comparable to the Google of 2010, people might still prefer it. However, Apple will also have to take financial issues into account. Indeed, if the firm terminates its agreement with Google, it will no longer receive billions of dollars from the search engine.
Another project: advertising
Otherwise, in addition to search, Apple would also like to compete with Google in the field of online advertising. Today, the firm’s ambitions in this area are increasingly difficult to hide. For example, in 2022, the press relayed a job offer from Apple, for a DSP or demand-side platform manager position. In essence, it is the interface on which advertisers manage their advertising campaigns.
According to Digiday, this job posting also indicated that Apple wants to find someone who will lead “the most sophisticated and privacy-friendly demand-side platform design possible.”
