Apple’s Eddy Cue Reveals Reasons Company Won’t Develop Search Engine • iPhone in Canada Blog

Eddy Cue, Apple’s senior vice president of services, revealed why the company is not interested in developing its own search engine to compete with Google. This information was made public this week as Google met with the US Department of Justice (DOJ) to defend itself against antitrust claims in its search business.

As first seen by ReutersNew court documents have surfaced in which Cue is on record discussing Apple’s hesitation in developing its own search engine. This is because Apple’s $20 billion search engine deal with Google has come under scrutiny.

During the trial, Cue explained that the DOJ’s proposal to split Google’s businesses to address antitrust concerns would not result in Apple intervening. Cue explains that the company will not be “developing its own search engine or entering the search text ads market.” ” He claims that any assumption that Apple wants to compete with Google in this market is “false.”

One of the reasons Apple isn’t developing its own search engine, as Cue says, is because it’s not the focus. Instead, Apple is focusing on other growth areas outside of search. As Cue explains, developing a competitive search engine would require capital investment and people. The investment would cost billions of dollars and take years.

Cue further explains that the search engine market is changing quickly and unpredictably. He believes there is an economic risk in investing resources into developing your own search as developments in AI continue to evolve the space.

Finally, Cue also points out that building a functioning and profitable search engine requires comprehensive advertising targeting. This is not Apple’s core business, as Cue emphasizes. To compete with Google, Apple would need to integrate specialized advertising professionals and build an infrastructure to successfully replicate the targeting process that Google has integrated into its search.

According to previous reports, Apple has asked to “participate in Google’s upcoming U.S. antitrust lawsuit over online search.” In a statement of claim, Apple said: “Google can no longer adequately represent Apple’s interests: Google must now defend itself against a comprehensive effort to break up its business units.”