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For a hefty fee, Apple uses Google as the default search engine on nearly 1.5 billion iPhones.
Despite people’slong-standing concerns about Google and privacy, Apple has held steadfastly onto this lucrative search relationship.
It’s not that Apple goes gently into the good search fight.
Thelatest newsis so far from surprising; it’s exhausting.
Most new reports point out how Apple’s Spotlight is essentially the fruits of that effort.
Microsoft has since embedded its search AI in everything from Office toWindows 11.
That remains the secret sauce of AI-powered Bing Search: it’s AI smart and search engine knowledgeable.
Nadella’s excitement, however, may have been a little bit of bluster, too.
Now let’s digest that for a moment.
Still, I’m not sure what the DOJ can do about Google and Apple’s deep partnership.
That change would really only come from Apple, if it were to build its own search engine.
What Apple may do
Apple is not doing that.
It is, but not as a standalone product or Google-beater.
But I doubt it’s in any rush.
It took years for Apple to turn it into what I consider one of the best mobile wayfinding experiences.
