Despite Google and Apple having competing smartphones, the two have a somewhat comfortable alliance. That may be ending, as Google reportedly would like to stop relying on Apple using Google search in Safari.
Google Search on Safari
This situation could get dicey, as Apple includes Google Search as the default search engine in Safari on iPhones. This is part of an agreement between Google and Apple.
This partnership is beneficial for both companies: Google gains a large user base from iPhone users, while Apple receives significant financial compensation from Google. Reportedly, iPhone searches are around 36 percent of the search revenue for Google.
Even though they are smartphone competitors, with Google developing Android, and Apple behind iPhones with iOS, the agreement demonstrates a strategic collaboration that serves the aforementioned mutual interests.
Is the Honeymoon Over?
Despite the mutual benefits, there are ongoing discussions and reports suggesting changes in this dynamic. Google is reportedly looking to reduce its dependence on Apple and the Safari browser. This desire stems from a broader strategy to diversify its user acquisition channels and mitigate the risks associated with relying heavily on a competitor’s platform.
If Google is able to pull out of the agreement, it could lead to significant changes in the way users interact with search engines on their devices and could impact the financial arrangements between the companies.
With the increasing use of artificial intelligence to improve search engine functionality, such as better understanding of queries, providing more relevant search results, and enhancing the overall user experience, it’s questionable whether this is the right time for Google to make this move.
There are various problems with Google’s AI Overview in Search, and some users are defecting – or at least turning the feature off.
It wouldn’t be without risk for Google to also stop relying on Apple and Safari for Search revenue, when it’s currently providing about 36 percent. While searches through Chrome or the Google app have increased to about 30 percent, Google wants to get the iPhone searches to 50 percent – without the use of Safari.
Moreover, regulatory scrutiny has also been a factor in this agreement. Antitrust authorities have examined the relationship between Google and Apple, questioning whether such deals stifle competition in the search engine market. Both companies have had to navigate these challenges while maintaining their partnership.
For now, the future of Google’s agreement with Apple to have its search engine the default for Safari remains uncertain. If you don’t want to leave it to chance, learn how to change the default search engine.
Image credit: Unsplash
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