Apple's Foray into the Search Market

In the rapidly evolving landscape of online search, 2024 stands poised to witness a tectonic shift as Apple gears up to leverage its vast ecosystem. While Google has long reigned supreme in the realm of search, its position may be challenged by a contender that's been quietly enhancing its capabilities.

With many billions at stake, the revenue sharing agreement between Apple and Google, where the latter pays out 36% of Safari's search revenue (approximately $18B paid to Apple last year alone) for default status on Apple devices, is an emblem of the current dynamics in the search market. This detail, confirmed by Google CEO Sundar Pichai, underscores the strategic importance of default search status in Apple’s suite of devices, which numbers over 2 billion.

Beneath the surface, Apple has been methodically fine-tuning its own search technology. For years, it has operated a discreet search engine, seamlessly integrating suggested results within the search functionalities of Safari's browser. This in-house engine, currently facilitating search queries with predictive capabilities, could be the foundation for a full-scale search engine offering.

Unknowingly to the general public, Apple has used their own search engine for years to deliver search results.

If Apple decides to unveil a more comprehensive search service in 2024, it could capitalize on its expansive installed base to reshape search dynamics. By providing an alternative to Google's search engine, Apple could not only diversify the search engine market but also retain a larger share of the revenue generated through search on its devices.

This strategic move could potentially disrupt Google's current business model and trigger a reevaluation of default search engine partnerships. With privacy at the forefront of consumer concerns and Apple's commitment to user confidentiality, a search engine from Apple may also align with a growing public demand for data protection.

The launch of a robust Apple search engine could be a watershed moment, signaling a new era where search becomes more competitive, and consumer choice in search engines broadens considerably. As we approach 2024, the tech industry and consumers alike are keenly watching for signs of change in the wind, with Apple's potential new foray into search at the center of speculation and anticipation.