We recently mentioned the fact that the apple company almost bought, two years ago,the second largest search engine in the world. This revelation was made in the context of the very recentlawsuit involving Google. As a reminder, the American Department of Justice accuses it of maintaining its domination of the market thanks to exclusivity contracts, like the one it maintains with Apple.
Google may no longer be the default search engine for iPhones
Always on iPhones, when you want to carry out a search, Google does it, without giving you a choice. However, this could soon change and you may have to choose between several engines (unless Apple chooses another one by default), like this:
© MacRumors
Financial analyst Bernstein thinks it is possible that the outcome of the trial will be unfavorable to Google. The federal courts could indeed make the decision to force the firm to terminate its contract with Apple. Furthermore, when some announce between 4 and 7 billion dollars in 2020, Bernstein estimates that this partnership would have brought in between 18 and 20 billion dollars in 2022. This, because, according to the analyst, Google would like to remain the driving force behind default of Apple devices and the company would be ready to pay the price.
Will this really change anything?
Several thoughts come to us when we analyze this affair and the various expert analyzes on this subject. On the one hand, justice accuses Google of maintaining its domination through exclusivity contracts. And some believe that if Google loses its place as the default search engine, Apple could choose another engine for its devices. This analysis seems incoherent, because it would pose the same problem with regard to competitors whowould continue to be disadvantaged, and therefore the trial would have no interest.
On the other hand, a second option is being considered, and it is the one which seems the most likely. This is because it is a continuation of other measures already taken against competition from GAFAM by various regulators,like sideloading imposed by the EU.This is the fact ofdo not set a default search engine, andleave the choicepeople to use whichever one they want.
But once again, will this really change anything with respect to competitors? You only need to look at the ranking of search engine usage to realize that Google largely dominates the market with a 91% share. That is to say that9.1 out of 10 searches carried out are on Google.
If Apple is forced to terminate its contract with Google, the Apple firm would probably lose. And this is because, if users have the choice, they will probably turn to Google, without it being able to receive a share of the advertising revenue. It is also worth noting that the agreement could be broken in the United States, but not in the rest of the world.
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By : Keleops AG
