Google is reportedly accelerating its efforts to encourage iPhone users to ditch Safari for its own apps, particularly for search. This strategic move comes amidst concerns that the US Justice Department’s lawsuit could disrupt Google’s lucrative deal with Apple, which positions Google as the default search engine on Safari.
While Google currently pays Apple a hefty sum (rumored to be in the billions) for this privilege, the company seems to be dissatisfied with its reliance on Apple’s browser. The Information suggests that Google’s internal goal is to have 50% of searches conducted through its own apps by 2030, a significant jump from the current 30%.
This shift away from Safari could significantly impact Google’s payments to Apple, potentially reducing the $20 billion paid last year. Google has previously attempted to promote its apps through ad campaigns, but with limited success in converting iPhone users. However, the appointment of Robby Stein, a seasoned executive from Instagram and Yahoo, to lead this initiative signals a renewed focus on enticing users to embrace Google’s app ecosystem for search and other activities.
