Google gives Apple between $10b to $12b a year to be the main search provider on Apple devices, but that opportunity will soon will be over in the light of a reported antitrust case against Google by the US Department of Justice could prevent its extension.
Apple is said to be working on its search engine to replace Google.
Apple has already made moves for a transition away from Google. Its Applebot, which was first reported in 2014, has been crawling the web ever since and has allegedly built its rate substantially recently. Furthermore, in iOS 14’s home screen search, Apple has begun to link directly to websites, bypassing Google entirely.
Fast forward to 2020, iOS 14’s home screen search takes you straight to websites, bypassing Google entirely.
It is unclear what form the Apple SE will take. There are no details as to whether it will be a full-blown website like Google.com or if it will be a quick search feature for iOS and macOS devices.
Either way, Google’s deal with Apple will soon start facing regulatory pressure which may end up with Apple revealing an alternative, whatever it turns out to be.
But it’s becoming clearer that Apple and Google’s practices of receiving payment to be the primary search provider on millions of devices would soon face regulatory pressure. Google’s payments to Apple are reportedly around 20% of Apple’s services revenue.