Google steps up efforts to reduce reliance on Apple’s Safari amid antitrust concerns

Amid the ongoing antitrust lawsuit filed by the US Department of Justice, Google has been actively working to reduce its reliance on Apple’s Safari browser for iPhone searches. A recent report from The Information reveals that Google is looking to double the number of searches conducted through its own apps on iPhones, potentially changing the dynamic between the two tech giants.

The antitrust lawsuit and its consequences

The lawsuit, which challenges Google’s dominant position in the search market, places heavy emphasis on the lucrative deal between Google and Apple that makes Google the default search engine on Safari. That deal is said to have generated more than Rs 2,000 crore for Apple in 2022, accounting for 36% of ad revenue from Safari searches.

Google’s Change of Strategy and Challenges

Google’s push to lure users away from Safari is prompted by the potential fallout from an unfavorable court ruling. The Information reports that Google has set an ambitious goal of increasing iPhone searches through its apps to 50% by 2030, a significant increase from its current low of 30%. However, achieving that goal has proven difficult.

Marketing activities and feature improvements

Despite extensive marketing campaigns and the introduction of exclusive features like Lens image search and the Discover feed in mobile apps, Google has struggled to significantly increase adoption rates among iPhone users. The percentage of iPhone searches conducted through Google apps has only grown from 25% to a low 30% over the past five years.

High stakes for both companies

The outcome of this situation has significant implications for both companies. For Apple, payments from Google are a significant source of revenue. For Google, losing access to Safari as the default search engine could affect about 70% of iPhone searches, potentially impacting mobile search advertising revenue. The possibility that Google will offer its Gemini AI to Apple in the future remains a matter of speculation.