A Sword of Damocles
In August of last year, the Mountain View-based company was found guilty in court of engaging in anticompetitive practices to establish and maintain its monopoly in online search. According to the American legal process, the sentencing is scheduled for 2025.
This verdict, which challenges the company’s efforts to preserve its online search monopoly, could lead to significant repercussions for the digital ecosystem and inter-company relationships.
In response, authorities might demand changes in how Google operates, such as ending exclusive agreements with partners (goodbye to the annual income), or mandating that it becomes easier for users to select a different default search engine on devices. Another potential requirement could be divesting from Chrome, the world’s most used web browser, which serves as a major gateway to its search engine, thereby undermining the chances of potential competitors.
Apple’s Stance
Given these circumstances, Apple has filed a motion to intervene in the trial, aiming to defend its agreement with Google. According to a spokesperson, Apple feels compelled to protect its business interests
.
In these statements, Eddy Cue also shared insights on why Apple would not consider developing a search engine similar to Google’s. Apparently, creating such a tool would cost billions of dollars
and take many years
, requiring significant human resources. Moreover, it would divert resources from other growth areas the company is focusing on (perhaps AI?).
Additionally, the Vice-President noted the rapid advancements in artificial intelligence, making it economically risky
(two words that Apple and Tim Cook are not fond of) to launch a search engine. Lastly, for the viability of this engine, the company might need to sell targeted advertising
, which would lead to other points of contention. Indeed, this activity would conflict with its privacy principles. Ultimately, it seems that such an endeavor would not be profitable for Apple!