Apple does not want to make a search engine and compete with Google, here’s why

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Google is embroiled in a bitter legal battle with the US Department of Justice. At the heart of the case is Google’s multibillion dollar annual deal with Apple. Google pays Apple close to $15 billion to ensure that Google Search remains the default option on billions of Apple devices around the world. Many have speculated why Apple doesn’t make its own search engine.

In a recent court filing in the Google vs DOJ case, Eddy Cue, Apple’s senior vice president, services, explained why Apple will not make a search engine. According to a report by Reuters, in the court filing, Cue noted that Apple’s focus is on other growth areas. “The development of a search engine would require diverting both capital investment and employees because creating a search engine would cost billions of dollars and take many years,” Cue said in the filing.

Cue also said that it’s a big economic risk and more so because of the developments in AI. “Search is rapidly evolving due to recent and ongoing developments in Artificial Intelligence. That makes it economically risky to devote the huge resources that would be required to create a search engine,” he further said.

Cue also said that Apple’s are business isn’t targeted advising something a viable search engine needs. “Apple does not have the volume of specialised professionals and significant operational infrastructure needed to build and run a successful search advertising business,” he said.

He also said that while does some niche advertising on the App Store platform, search advertising is different and outside of Apple’s core expertise. “Building a search advertising business would also need to be balanced against Apple’s longstanding privacy commitments,” he added.