Apple is not interested in getting into the search industry for a number of reasons, including economic risk, targeted advertising, and a desire to concentrate on other areas of growth.
Google and the US Department of Justice are involved in a sour legal spat. The dispute revolves around Google's multibillion-dollar yearly contract with Apple. In order to maintain Google Search as the default setting on billions of Apple devices worldwide, Google pays Apple over $15 billion. Why Apple doesn't produce its own search engine has been the subject of much conjecture.Apple's senior vice president of services, Eddy Cue, recently provided an explanation for the company's decision to forgo creating a search engine in a court filing in the Google v. DOJ dispute. Cue stated in the court filing that Apple is concentrating on other areas of growth, according to a Reuters story. "Because developing a search engine would take years and cost billions of dollars, it would be necessary to redirect both employees and capital investment," Cue stated in the statement.
Cue added that there is a significant economic risk, which is made worse by advancements in artificial intelligence. Because of recent and continuing advancements in artificial intelligence, search is changing quickly. Because of this, investing the enormous resources that would be needed would be financially risky.
Cue added that Apple's business isn't focused on offering advice that a search engine would find useful. He claimed that Apple lacked the number of highly qualified employees and substantial operational infrastructure required to establish and manage a profitable search advertising business.
Additionally, he stated that although the App Store platform offers certain niche advertising, search advertising is distinct and outside of Apple's primary area of expertise. He went on to say, "Apple's longstanding privacy commitments would also need to be balanced against building a search advertising business."
Additionally, he stated that although the App Store platform offers certain niche advertising, search advertising is distinct and outside of Apple's primary area of expertise. He went on to say, "Apple's longstanding privacy commitments would also need to be balanced against building a search advertising business."
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