What would lead Apple to consider creating a search engine that competes with Google Search? It’s crazy! Now, according to sources, one of Apple’s chief executives will admit in court that they had no intention of creating Apple Search. What was the reason for deciding not to start this type of project?
Eddy Cue, vice president of Apple Services, will testify in the antitrust trial that Google is arguing against the United States. In his appearance, the executive seems to fully acknowledge that his company is not working with a Google competitor and that they do not have any intention of doing so in the future.
This is the best for users
Apple’s reasoning for this decision is that it is the best for users. However, it is reasonable that there are critical voices that prove that the reason must be something different given the history of the Apple company. If you don’t create your search engine These days it’s because they don’t believe they can beat Google. The fear of failure and the identity of the brand that will be changed by a resounding defeat will make it more comfortable to limit themselves to continue the partnership with Google as they have done for many years.
After all, who can blame them? Google has great power and its search engine has become the main search engine for millions and millions of users around the world. Even with Apple’s capabilities and power of attraction, it is difficult to ensure its device has global relevance like it wants to have.
Apple laughed at Google
As much as the relationship between Apple and Google is terrible in the mobile market, on a global level they maintain their forms. And, on the other hand, the Apple of 2023 is not, in any way, that competitive company that was less when Steve Jobs was in charge. The Apple company bowed to Google with the recognition that your search engine is the best and that, therefore, there is no reason to make a different one. In 2018, Tim Cook said, “I think your search engine is the best.” And it is said that Eddy Cue can say something like “There is no reason to create another search engine because Google already exists.”
For Apple, using Google is a matter of logic. They arrive very late to the search party and lack the muscle to achieve a decent market share. At the same time, after the contract signed by Cue with Google, the Apple company pocketed 19 billion dollars per year from the coffers of its rival. Therefore, there are many reasons to leave things as they are and simply leave the way clear for Google to continue the success of the search from the iPhone.
Eddy Cue is not the only Apple executive who will testify in this antitrust trial that is in Google, so maybe we will discover other interesting information about the company. But what is clear is that there will be no Apple search engine in the future. This is contrary to the rumors that have been heard for a long time, since, years ago, yes, It looks like a real project.
However, the wind began to blow in another direction and eventually, the idea was scrapped. It cannot be said that this is something negative, because Apple, as we said, was about to have a hard time. Now we have to see how Google ends this trial which includes many witnesses that will last more than two months.
