The US court ruling has severely shaken the close relationship between Apple and Google that has lasted for years. Google was the default search engine on all Apple devices, but that is now ending.
Judge Amit Mehta ruled that Google violated antitrust laws, raising questions about the legality of the deal between the tech giants.
Now Apple faces a tough choice. The company has said it has no viable alternative to Google’s search engine. That’s not just empty words, as analysts at JPMorgan also believe the options are few and far between.
Despite Google’s plans to appeal the ruling, many experts doubt the strategy will succeed. Eric Seufert, an independent analyst, foresees a grim fate: If Google is ultimately found guilty, Apple will be forced to either enter into a loss-making agreement with Microsoft or abandon search engine pre-installation altogether.
Building your own search engine doesn’t seem like a good idea, as Apple’s internal research showed that the company risks losing a huge amount of money within five years even if they can retain 80% of queries. John Giannandrea, a former Google employee who now works at Apple, doubts that it will be possible to build a search engine that can compete with Google.
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