Google has suggested that iPhone and iPad may have different default search engines, in a document filed with the court to protect its $20 billion a year default search engine deal with Apple.
Google pays Apple billions of dollars every year to become the default search engine in the Safari browser. Queries that users type into Safari’s integrated search bar are searched on Google unless stated otherwise. This provides Google with a significant source of traffic, and the company uses this traffic to generate advertising revenue. The high income level of Apple users makes this demographic even more valuable for advertisers.
This agreement is also extremely profitable for Apple. The company has to choose a default search engine, and Google takes on this role as the most well-known option worldwide. However, the US Department of Justice (DOJ) stated that this payment hindered competition and gave Google an unfair advantage over smaller search engines. In the summer, the court accepted this argument, ruling that the payment was illegal and ordering a 10-year ban.
Although Google accepted the ban on the agreement, it requested that the duration of the ban be 3 years instead of 10 years. The company stated that technology is changing rapidly and new technologies such as generative artificial intelligence are reshaping the search engines industry. Google argued that its current market dominance may not continue in the future.
Moreover, Google has suggested offering more flexibility so other search engines can compete with Apple. In this context, he focused on a model in which different default search engines could be determined for iPhone and iPad. The company stated that such a system would both provide users with the flexibility to change the search engine at least once a year and that browsers could continue to generate revenue by collaborating with options such as Google for different platforms.
Google’s proposal was explained as follows: “Our proposal allows browsers to continue offering Google Search to their users and monetize this partnership. Additionally, it allows multiple default agreements for different platforms and browsing modes. For example, different default search engines can be set for iPhone and iPad, and users can change their default providers at least once a year.”
Google aims to ease harsh regulations
Google’s proposal aims to soften harsh regulations imposed by the DOJ. However, industry experts have differing views on whether this type of flexibility model will provide a real advantage for small search engines. How the DOJ and the court will respond to this proposal will become clear in the coming period.