Why Apple Won’t Make a Google Rival

Apple has long been known for its innovative products and services, from iPhones to iTunes. But one area where the tech giant won’t venture is creating its search engine to compete with Google. Apple’s Senior Vice President of Services, Eddy Cue, recently confirmed in a federal antitrust trial that there are no plans for an “Apple Search.” Let’s explore why Apple believes its deal with Google works better for its customers, and its impact on the search landscape.

A Joint Effort

Google’s deal with Apple, known as one of the tech industry’s worst-kept secrets, has been a topic of intrigue and speculation. For years, Google has been investing substantial amounts of money in partnerships with renowned brands like Apple, securing its position as the default search engine on their products. This strategic agreement has not only cemented Google’s dominance in the search market but has also left limited breathing space for rival search engines to compete. Interestingly, according to Cue, the deal with Google not only benefits Apple but also serves as a significant advantage for Apple’s customers, offering them the unparalleled search capabilities of Google rather than relying solely on an in-house search engine. This mutually beneficial collaboration has undoubtedly shaped the landscape of the tech industry, showcasing the power of strategic alliances and partnerships.

Dedication to User Experience

Apple has always been renowned for its unwavering commitment to delivering exceptional user experiences, and this latest collaboration is no exception. Recognizing the unparalleled prowess of Google’s search algorithms, which are widely regarded as the gold standard, Apple acknowledges that it cannot match that level of proficiency independently. By forging a strategic partnership with Google, Apple can now offer its valued customers an unparalleled search experience that surpasses all expectations.

This mutually beneficial alliance serves as a triumph for both companies. Google maintains its dominant market position, ensuring its continued success, while Apple guarantees that its esteemed customer base receives nothing short of the absolute best search experience available. Through this synergistic collaboration, Apple solidifies its position as a provider of cutting-edge technology and elevates the satisfaction of its loyal customers to unprecedented heights.


Despite the numerous advantages, this high-profile deal has recently come under intense antitrust scrutiny. The U.S. Justice Department has argued that the agreement between tech giants Google and Apple has created an imbalanced and unfair search landscape, raising concerns about potential monopolistic practices. Critics vehemently assert that this controversial deal has had a chilling effect on competition, effectively impeding other search engines from garnering a level playing field to compete earnestly. However, recent testimony from Apple’s executive, Cue, seems to confirm that the company currently has no intentions or plans to develop a rival search engine to challenge Google’s dominance in this realm.

Why Should CMOs Care About This?

The answer is simple – search advertising is a massive and ever-growing industry. With billions of dollars in advertising revenue generated by Google alone every year, it’s clear that search advertising plays a pivotal role in the digital marketing landscape. Google’s unparalleled dominance in the search market not only solidifies its position as a leading search engine but also grants it a formidable advantage in the advertising industry. For brands and businesses looking to maximize their reach and connect with their target audience, being present on Google is not just important, it’s essential. By leveraging the power of Google’s search advertising platform, brands can tap into a vast pool of potential customers and ensure that their message reaches a significant portion of their target audience. In a world where online visibility is crucial, the significance of search advertising cannot be overstated.


Apple’s decision not to venture into the search engine market may come as a surprise to some, but it’s not entirely unexpected. The tech giant’s focus on user experience means that it’s always looking for ways to provide the best possible services to its customers, and partnering with Google’s search engine achieves that. While some have criticized this deal for stifling competition, it’s clear that Apple believes it’s the best possible solution for its customers. For CMOs, this deal highlights the importance of search advertising and the power that a dominant search engine like Google wields. By understanding the dynamics at play, brands can make informed decisions about where to invest their advertising dollars.

AdToro Staff

Copyright © 2023 AdToro LLC.

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