A recent report revealed that Google had paid Apple as much as $12 billion to remain the default search engine on Safari. That’s a lot of money that Apple makes from just Google alone, but it seems that Apple thinks that in the long-run, they might be better off creating something of their own.
This is according to a report from the Financial Times (paywall) who alleges that Apple is apparently looking to build their own search engine that could reduce reliance on Google and become even more independent. Plus, there is also the antitrust scrutiny that Apple is facing that could finally push them in that direction.
However, we’re not sure if creating and forcing their own search engine onto their users might be a better look, similar to how Microsoft got in trouble when it bundled Internet Explorer with Windows back in the day. The publication notes that Apple is already employing bits of the search engine in their existing products, like the “Today View” where it shows a list of results generated by Apple instead of Google.
That being said, we have to be a bit skeptical about this report. This is because Google has had years of data and experience that has led to them improving and refining their search engine, so it would be a monumental task for Apple to try and take them on. Even companies like Microsoft haven’t had that much luck with Bing. Either way, take it with a grain of salt, but what do you think about Apple’s potential search engine? Do you think they’ll be able to succeed?