Apple Should Shed Google and Build Its Own Search Engine
It’s a smart business move to sever a partnership that the government is already trying to end.
The iPhone maker can add billions of dollars in revenue and improve the attractiveness of its core products.
Photographer: David Gray/Bloomberg
It’s time for Apple Inc. to get off its easy-money addiction and go for a bigger score: developing its own search engine.
For years, the smartphone maker has benefited financially from a lucrative deal in which Alphabet Inc.’s Google paid Apple billions of dollars to be the default search engine option on iOS devices. However, the arrangement isn’t likely to survive in a world of rising antitrust scrutiny. That’s why Apple should proactively get ahead of any risk and make its own offering. The move would help appease regulators but also be a smart one for its main business.