Google seeks to reduce reliance on Safari amid antitrust fight by blocking users from using AI feature : Tech : Tech Times

Google’s dominance of the search market has been the subject of criticism from the U.S. Department of Justice (DOJ), and the company’s close relationship with Apple is a central part of the case.

A recent report from The Information sheds light on Google’s desperate efforts to reduce its reliance on Apple’s Safari browser, which could potentially preempt the outcome of an antitrust lawsuit.

As a result, Safari will not be able to use the new AI features, but they will work properly in other apps.

Apple deal: a thorn in Google’s side

A critical aspect of the DOJ case centers on Google’s agreement with Apple to become the default search engine on iPhones. The lucrative deal reportedly calls for Google to pay Apple more than $20 billion a year to maintain that privileged status.

The Justice Department says the deal restricts competition in the search engine market. Although Apple is not a defendant in the lawsuit, key figures such as Apple CEO Eddy Cue have been called to testify.

Related Article: Safari Gets New AI-Powered Features in iOS 18 Including ‘Smart Search’ and More

Search Traffic Diversification: Google’s Urgent Mission

The Information report reveals a multi-year campaign by Google to increase the number of iPhone users’ searches conducted outside of Safari. Their primary strategy is to encourage users to switch to Google apps or Chrome for their search needs.

Modest progress, lofty goals

The search engine giant has had some success, increasing the percentage of searches outside of Safari to the “low 30%,” up from 25% five years ago. However, that progress stalled in the second half of 2023.

Sources familiar with the initiative reveal that Google’s ambitious goal is to have a staggering 50 percent share of iPhone searches performed via Google’s own apps by 2030.

Financial incentive: loosening Apple’s grip

The billions Google pays Apple come from a revenue-sharing agreement. By steering users toward Chrome and Google apps, Google reduces its financial obligations to Apple and weakens the impact of potential regulation.

Safari Challenge: Pre-installed Power Supply

Convincing users to ditch Safari for Google apps has proven difficult, with sources pointing to a significant hurdle in the form of Safari being pre-installed on all Apple devices.

The report also details Google’s recruitment of Robby Stein, a former Instagram and Yahoo executive, to lead the Safari effort. Stein’s strategies reportedly included leveraging Google’s advanced AI technology.

AI Reviews: Feature Taken Hostage (Almost)

One proposal was to limit Google’s innovative AI Overviews feature—which generates AI-based answers to search queries—to its own apps, effectively excluding Safari users. But Google ultimately opted against this potentially user-unfriendly tactic.

Losing the Battle? Upcoming Antitrust Decision

Despite years of efforts, Google’s attempts to discontinue its Safari browser have yielded limited results, according to 9to5Mac.

The true impact of these efforts remains to be seen, especially given the upcoming antitrust decision by the Department of Justice, which is expected “within the next several months.”

The ruling could significantly change the mobile search industry, and also have potential implications for Google’s dominant position and its relationship with the iPhone maker.

Also Read: Best Android Browsers to Use Apart from the “Almighty” Google Chrome

ⓒ 2024 TECHTIMES.com All rights reserved. Do not reproduce without permission.