It seems, according to the Financial Times, that Apple is working on the development of a new search engine, which would compete with Google Search. As is known, Google is the dominant company in this segment, as it is the search engine that works by default in most computer systems today, occupying a dominant position, and which provides most of the company’s income. .
If what the Financial Times suggests is true, Apple would go on to place its own default search engine in its Safari browser and defend it to further protect user privacy, so that users, if they were to use “Apple Search” in Instead of “Google Search”, they would put Google out of business, losing billions of dollars in revenue. We could see a noticeable decline in Google Search’s market share for the first time in decades.
On the other hand, as what can be done with ChatGPT and what it is used for becomes more specific, the first to tremble is precisely Google, because Microsoft, apart from laying off staff that it currently has in excess, decides to invest more than 10,000 million dollars in Open AI, the company that is developing this technology to apply it in a new search engine for its Bing browser. If Google does not wake up, this can mean a loss for the future of the company.
Google is also investing a lot of money in AI, but it seems that on the road it is far behind Open AI, and the direction of development may not be the same, and this may be crucial, because whoever integrates this technology into their browser first , you will almost certainly dominate the search segment.
What further distances Google from Microsoft and Apple is, on the one hand, its business model based fundamentally on advertising, and it is different from that of Apple and Microsoft, which have a more diversified business, and in full development in all its areas, and on the other hand, the importance that both Apple and Microsoft give to the treatment of user privacy, something that they give more and more importance. For Google, like Facebook/Meta/Instagram, privacy is a nuisance that damages the company’s ability to earn revenue from advertising, since its success depends on continuous tracking of user activity and processing of this data to offer to its clients the possibility of offering them segmented in order to be able to send behavioral advertising, adjusted to the needs of the users as known from their interactions on the network.
Apple and Microsoft are not for this work, and in fact they put up all the barriers they can to avoid tracking. Facebook is fighting in court to get Apple to open its can and let it see what’s inside. But whatever the courts decide, the fact remains that it has already cost Zuckerberg companies a few hundred thousand of their users who left their platforms over this issue.
In the end, if Apple manages to launch its search engine, in the style of DuckDuckGo, and integrates it into its Safari browser, forming both tandems in its ecosystem, and Microsoft manages to integrate ChatGPT into Bing, a great dark cloud charged with electricity will close. about Google, that it will have a bad time if it doesn’t wake up, well let’s not forget that hundreds of millions of users are living behind the bitten apple, attached in one way or another to its ecosystem, which in itself is a formidable hooking pennant. It may be that in five to ten years we will see who is positioned first to cut the ribbon of the goal.
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