Google is reportedly struggling to get iPhone users to use its apps

Google spends huge amounts of money every year to become the default search engine on iOS, but as its efforts come under intense scrutiny, the company is said to be struggling to get iPhone users to use its apps.

Being the go-to search engine for iPhones is a big business: Recent reports suggest that Google is spending as much as $20 billion to become the default search engine on iOS, and that figure could grow from 2022 data. But Google is also facing increasing antitrust pressure, threatening the deal.

According to a new report from The Information, Google is trying to increase iPhone owners' usage of its own apps in order to boost the number of searches that don't rely on Google's status as the default for Safari. Apparently Google is making some progress on this front, with the percentage of Google search queries on the iPhone that come from the company's own apps rising to 30 percent, up from about 25 percent five years ago.

Google is said to be aiming to move 50% of iPhone searches to its own app.

But it seems the company is having trouble increasing that number: According to a source working on the project, Google is finding it “too hard to overcome the fact that Safari comes pre-installed on Apple devices.”

The company reportedly briefly considered restricting AI-powered features like AI Overviews to its own apps instead of showing them in Safari as a way to drive users to Google apps. Google has reportedly “abandoned that move.”

In a related effort, the report noted that Google had been working on a project that would allow users to upload short videos in a style similar to TikTok or YouTube Shorts to the Google app and have those videos surface directly in Google Search, but the project has struggled to get off the ground.

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