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Apple Should End Their Google Search Partnership (2023)
For years, Google has been the default search engine on Apple’s Safari browser, but recent developments have made it clear that the search giant is no longer the best option for Apple.
Although Spotlight’s web results are currently limited in both scale and placement, Apple could expand its reach and index more pages to provide greater relevancy. By partnering with Microsoft, Apple could quickly offer comprehensive search results while still maintaining control and a focus on privacy and security. With experience in large-scale keyword based cost-per-click advertising in the App Store, it would be straightforward to bring this technology to a web-based Apple Search product.
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