In a revelation that has sent ripples across the tech industry, newly disclosed court testimonies have unveiled Apple’s flirtation with potential alternatives to Google’s search engine: Microsoft’s Bing and the privacy-centric DuckDuckGo.
Key Takeaways:
- Apple weighed the option of acquiring Bing or partnering with DuckDuckGo.
- Despite these considerations, Apple’s lucrative alliance with Google persisted.
- The disclosed testimonies shed light on the intricate strategies within the tech realm.
Amid the backdrop of Google’s antitrust trial spearheaded by the Department of Justice (DOJ), these testimonies have been unmasked, highlighting the tech giant’s alleged misuse of its search market supremacy. Central to this case is the revenue-sharing agreement between Apple and Google, a pact that ensures Google’s position as the default search engine on Apple devices, in exchange for billions annually.
Judge Amit Mehta, overseeing the case, deemed these testimonies pivotal, warranting public disclosure.
Apple’s Bing Deliberation:
John Giannandrea, Apple’s Senior Vice President, revealed discussions with Microsoft in 2018 and 2020 about possibly procuring Bing or initiating a collaborative venture. This internal assessment was driven by Apple’s quest to gauge Bing’s search result quality against Google’s. Although Bing lagged in general performance, it matched Google in desktop English searches.
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Interestingly, Apple had previously designated Bing as the default for certain services, such as Siri and Spotlight searches, between 2013 and 2017. However, the tech behemoth chose to uphold its agreement with Google, a decision that reportedly rakes in an estimated $19 billion annually.
Trial-exposed internal Apple communications hint at Apple’s strategic use of Bing as a bargaining chip to amplify its deal with Google. This tactic was corroborated by Mikhail Parakhin, Microsoft’s chief of advertising and web services, during his testimony.
DuckDuckGo:
A Privacy-Centric Contender: Apple’s strategic considerations also encompassed DuckDuckGo, with whom they engaged in about 20 dialogues. The focus was on potentially integrating this privacy-focused search engine into Safari’s private browsing mode. While DuckDuckGo’s privacy technologies have been incorporated into Safari, Giannandrea dismissed the idea of a full-fledged switch from Google, citing concerns about DuckDuckGo’s dependence on Bing.
Decoding Tech Titans’ Strategies:
These unveiled testimonies provide a unique window into the strategic intricacies of an industry where Google predominantly reigns. The trial underscores the challenges tech giants face when attempting to rival Google in the search domain.
The DOJ’s ongoing antitrust lawsuit against Google, its first major tech company case in over 20 years, has now taken a turn towards increased transparency, following criticisms of the trial’s clandestine nature.
