The Overt Struggle And Secret Friendship Between Apple And Google Are Not Hidden From Anyone. It’s Been More Than A Decade Since Steve Jobs Wanted To Spend All His Cash On A Nuclear War With Android, And Now Apple And Google Ceos Are Negotiating A Deal Over Dinner That Will Control A Significant Portion Of The World’s Internet Traffic. 

Apple Search Engine, But it’s unlikely that Apple and Google’s half-hidden friendship will end in the years to come, as Apple is building a tool to compete directly with Google, not for direct revenue: an engine User-centric search.

Apple search engine; An old wish

The idea for Apple’s search engine development first came around in 2015. The reason was that bots called “Applebot” were crawling and collecting web information, and their activity made the development of a search engine, not a far-fetched idea.

At the time, Apple officially said that Applebots’ activity to crawl the web was solely to create a better experience on services such as Siri and Spotlight (iPhone and Mac search tools).

But in recent months, the idea of ​​developing a search engine to compete with Google has once again become hot; The idea that the propulsion engine is nothing but the reactivation of Apple’s sources and, of course, the shadow of the Justice Department lawsuit against Apple for receiving $ 8 billion to $ 12 billion annually from Google and making it the search engine of the iPhone, the world’s most popular mobile phone. Also, in October 1999,  the US Department of Justice filed a lawsuit against Google,  citing Google’s cooperation with Apple as a prime example of the company’s efforts to use illegal business tactics, create monopolies, and stifle competition.

In recent months, the rise of Apple’s resources has once again raised the old idea that Apple wants to offer a search engine to its users and compete directly with Google. This is at least a hypothesis that has been taken more seriously this time around than ever before because what sources usually do is rank and index sites to display search results.

On the other hand, it’s worth noting that Apple’s seemingly serious quest to enter the search industry began a decade after the birth of the Microsoft Bing search engine. Launched in 2009, Bing is Google’s only real competitor, albeit not close to the search engine. However, Apple gambling on search engines is completely different from Microsoft and could have even brighter results.

Avoid repeating the Bing experience – how?

One of the biggest mistakes Microsoft made when launching the Bing search engine was to follow the same ad-based business model that Google used. In this business model, the user writes what he is looking for, and the search engine displays advertisements based on what the user has searched for.

To make this business model profitable, you need to create a three-dimensional golden cycle. First, the search engine must have many users to search, and second, an enormous volume of advertisers must be satisfied to show their ads to users of a new search engine. In addition to these two crises, it should not forget that the new search engine needs to scan and scan millions of websites with its sources. Unless these three sections are put together properly, one cannot expect accurate information to be displayed to users and advertisers to connect with potential customers.

In the meantime, Google is making money to show the right ads to the right users. The more searches, the more accurate and accurate the results. The more accurate the results, the more accurate the advertising targeting.

Microsoft has never been able to achieve this golden cycle properly with Bing. On the other hand, it has never been able to provide users with a search engine in the dimensions and standards of Google.

Apple search engine, however, is going to use a different business model; Of course, if the rumors that have been spread in recent months are true. Don’t forget that Apple has been focusing on its users’ privacy in recent years. Now it is possible that Apple, with a particular focus on “privacy priority,” will decide not to monetize advertising and forget about it; Because advertising revenue means selling users’ data to third parties. Instead, Apple’s business model may be selling more lucrative hardware, with the advantage of privacy for users who care about their privacy. Simply put, Apple’s search engine is likely to be another advantage for the iPhone, not a direct revenue stream.

By not following in Google’s footsteps, Apple does not need to engage with the Internet search giant in a field where it does not specialize.

Fact: Apple does not need to be better than Google

When Microsoft Bing was released, it had features that were not yet available on Google. For example, the “Hover Preview” mode allowed you to see its content without opening the link. On the other hand, Bing specialized in important areas such as tourism, shopping, indigenous businesses, and health. All this while Microsoft claimed that Bing could show similar or even better results to its users than Google. Despite much better capabilities, at least on paper, than Google, Bing never won the search engine war.

But the fact is that Apple does not need to equip its search engine with features or innovations that do not exist in Google. Simply put, Apple does not need to differentiate itself from Google at all. In fact, Apple’s search engine does not even have to be great, and it just has to work well enough to be widely accepted by users.

You may find these statements in Apple’s favor and a bit optimistic, but experience shows the same. Look at the Apple Maps released in 2012: a map that initially had many bugs and then covered even a few areas geographically. But less than a year after its release, more than 60% of iPhone users in the UK used Apple Maps.

The same is true for Apple Music; A service that quickly became the second player in music streaming. On the other hand, let’s not forget how Apple has developed its software products in the last decade. With a wide range of attractive hardware products, Apple today can provide software-driven services to users better and more experienced than ever before in its history.

Side effects always accompany transformation.

In the latest version of iOS, Apple has begun to replace its search results with Google results, while many iPhone users have not noticed this. In fact, if you ask Siri a question now, the results you see are usually displayed from an Apple search, and of course, you have the option to see Google results as well.

However, silent changes are not without challenges. By defaulting to search on the iPhone, Apple exposes itself to monopoly criticism of competition commissions in various markets. On the other hand, imagine that it will not be displayed in a promotional safari in the future. In this case, advertisers who are slowly losing access to iPhone users will not be pleased with these changes because the Apple user has always been attractive to advertisers for various reasons, and now with the future that Apple to not show ads to more than 1 billion Choosing an active iPhone is likely to revolutionize the advertising industry.

However, Google will not lose control of Internet search with the presence of Apple in this area. Still, obviously, Google’s position will weaken due to the increasing attention of users to their privacy.

It is worth remembering that in 2020, Google earned more than $ 146 billion through advertising, a significant portion of which was search advertising. Still, it should note that Apple seeks to generate revenue from this path. It is not straightforward, and the business model of the two companies is completely different. As a result, Google is likely to learn to live a peaceful life with Apple instead of competing directly.