Antitrust lawsuit threatens Apple and Google's lucrative deals

Apple's deal with Google to become the default engine for Safari is in uncertainty as an antitrust lawsuit from the Department of Justice looms, reports The Information.

Apple's deal with Google guarantees that Google's search engine will be the default in Apple's Safari browser, which has become a major source of revenue for the company. The deal is expected to earn Apple more than $20 billion in 2022, but court documents reveal that this comes from 36% of advertising revenue generated by searches in Safari.

The agreement has major economic implications for both companies. For Apple, payments from Google are a key source of revenue that accounts for a significant portion of its profits. If the court rules against Google, the company could lose access to roughly 70% of iPhone searches. This would have a significant impact on Google's mobile search advertising revenue, which was a major contributor to its $207 billion in search advertising revenue in 2023.

Google has been working to reduce its reliance on this deal. The company has been actively encouraging iPhone users to switch from Safari to its own apps, Google and Chrome. Google has invested heavily in enhancing its mobile apps with features such as its Lens image search feature and the Discover feed, which shows personalized content. In 2022 and 2023, it launched major TV and online advertising campaigns showcasing exclusive features available only in the app. But over the past five years, Google has only managed to increase the percentage of iPhone searches made through its own apps from 25% to the low 30s.

Earlier this year, Google hired former Instagram and Yahoo executive Robbie Stein to spearhead an effort to increase adoption of its apps among iPhone users. Stein's strategy includes exploring the integration of generative AI to make Google's mobile apps more appealing. The company now wants to double the number of Google searches conducted outside of Safari, while the number of searches made in the Google and Chrome apps has stagnated in the last year.

The change is particularly significant for Google as it seeks to mitigate the impact of the potential outcome of the Department of Justice's antitrust lawsuit, which, if ruled against Google, would also set a precedent for how Apple's default settings and competitive practices are regulated.

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