Google is shelling out big bucks to be the default search engine on iPhones, but with antitrust concerns on the rise, the tech giant is pivoting to get users to rely on its apps instead. According to recent reports, Google has poured upwards of $20 billion into securing its position on iOS devices, a figure that is likely even higher today. However, with increasing pressure from regulators, Google is facing challenges in maintaining its dominance on Safari.
A recent report from The Information reveals that Google is on a mission to boost the usage of its own apps among iPhone owners, in a bid to reduce reliance on its default search engine status. While Google has made some headway in this regard, with about 30% of Google Search queries on iPhones originating from its own apps (up from 25% five years ago), the company aims to hit a target of 50%.
Despite its efforts, Google is encountering roadblocks in achieving this goal. Sources familiar with the project cite the preinstallation of Safari on Apple devices as a major obstacle. The company even considered restricting AI-powered features to its own apps, excluding them from Safari, before ultimately abandoning the idea.
In another initiative to drive engagement with Google apps, the tech giant explored a project where users could upload short videos directly to Google Search, akin to platforms like TikTok and YouTube Shorts. However, this endeavor failed to gain traction.
Google’s strategic maneuvers to increase its presence on iPhones underscore the fierce competition in the tech industry. As the company navigates antitrust concerns and seeks new avenues for growth, its efforts to differentiate itself and capture user attention will be pivotal in shaping the future of mobile search. Stay tuned for more updates on Google’s latest endeavors!
