Vratislav Holub Apple has its own Safari Internet browser, which is characterized by a simple user interface, speed and an emphasis on user privacy and security. As for the default Internet search engine, Apple relies on Google in this regard. These two giants have a long-term agreement between them, which brings Apple a lot of money and is therefore advantageous for it in a way. However, there has been speculation for a long time whether it is time for a change.
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Amaya Toman In particular, the debate has become more intense in recent months, when the competition has seen a huge advance, while Google, with a bit of exaggeration, is still standing still. So what is the future of Safari, or the default search engine? The truth is that right now is probably the best time for Apple to make a major change.
It's time to move on from Google
As we already mentioned in the very introduction, Apple faces a rather fundamental question. Should it continue to use the Google search engine, or should it move away from it and thus bring an alternative solution that could also be somewhat more effective? In fact, it is not such a simple topic, on the contrary. As we mentioned above, Apple and Google have an important agreement between them. According to available information, Apple can earn up to $15 billion a year (expected revenue for 2021) for using Google as the default search engine in Safari. So if he wanted any change, he would have to evaluate how to replace these incomes.
It is certainly also worth mentioning why Apple should be concerned with the change in the search engine itself. Although Google generates good money for him, it also comes with certain pitfalls. The Cupertino company has built its marketing in recent years on three important pillars - performance, security and privacy. For this reason, we also saw the arrival of several important functions, starting with logging in via Apple, through masking the e-mail address, and even hiding the IP address. But of course there is a little more to the finale. The problem then arises in the fact that Google is not so principled, which goes more or less in the opposite direction of Apple's philosophy.
Move between search engines
We also mentioned above that competition has now seen a huge leap forward in the field of search engines. In this direction, we are talking about Microsoft. This is because he implemented the capabilities of the ChatGPT chatbot in his Bing search engine, whose capabilities have thus moved forward at a rocket pace. In the first month alone, Bing recorded more than 100 million active users.
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How to replace Google search engine
The final question is also how Apple could actually replace the Google search engine. He is currently more or less dependent on it. It is also important to mention that part of the aforementioned agreement will probably also include a clause stating that Apple may not develop its own search engine, which would actually violate the contract as such. On the other hand, this does not mean that the Cupertino giant's hands are completely tied. The so-called has been working for a long time applebot. This is an apple bot that searches the web and indexes the search results, which is then used for searching via Siri or Spotlight. However, it is necessary to mention that the options of the bot in terms of capacity are quite limited.
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However, the great news is that the company has a lot to build on. In theory, it would be enough to expand the indexing and Apple would have its own search engine, which could theoretically replace the one used until now by Google. Of course, it would not be that simple, and it can also be expected that the capabilities of the Apple Bot would not be able to match the Google search engine. However, the already mentioned Microsoft could help with this. He likes to establish cooperation with other search engines, in the past, for example, with DuckDuckGo, which then supplies search results to expand their options. In this way, Apple could get rid of the declining Google search engine, keep the main focus on privacy and security, and also have a much better control over the whole process.
