Experts call for Apple to attack Google’s search engine monopoly position

Experts from Bloomberg are calling for Apple to have its own search engine. Only the Cupertino-based company is in a position to seriously challenge Google’s monopoly position on the market, according to a current assessment. Apple could do much better in the long term with its own search engine.

Google deal no longer future-proof

According to an assessment by Bloomberg Technology, the search engine deal with Google is not future-proof in the long term. After all, Google is costing itself quite a bit for supremacy in Apple’s Safari browser.

Apple would be well advised to offer a search engine itself in the medium term, according to the experts. However, there are two specific important points to consider here, says Bloomberg’s Tae Kim in the current issue of the Bloomberg Technology newsletter.

On the one hand, the deal with Google is in ever-increasing danger of being struck down by competition regulators, who see this as a distortion of competition. A recent study by the U.S. Department of Justice concludes that smaller startups can hardly gain a foothold in the search engine market today.

On the other hand, the search engine deal is still worth significantly more to Google than they pay Apple in this framework. According to estimates, iOS users flush more than $50 billion per year into Google’s coffers. So why shouldn’t Apple cut the tens of millions in expenses and attack for the monopoly position with its own search engine?

92 percent search with Google

Google is not the only provider of search engines, but it is by far the most successful. About 92 percent of the global search volume is done via Google search, according to estimates by the market researchers at Statcounter.

Google currently offers the most convincing search performance of all search services. It would be hard to believe that anyone could launch a genuine competitor. Amazon’s search for consumer goods is groundbreaking, but the company shows no intention of going beyond this area. Apple’s own search could also alleviate privacy concerns associated with using Google search, Tae Kim said.

Rumors of an Apple-owned search engine have persisted for years, but there are no concrete indications that the company could actually enter this segment. Perhaps the Apple event, which is rumored to take place on September 14, will hold a surprise in this area.