What options does Tim Cook have?


It is looking like the US DOJ no longer thinks it is OK for Google to pay Apple to be the default search engine on iOS, MacOS, etc.

The most likely resolution will be that the first time you turn on your iPhone you are given a screen with the different search engines in a random list.

You then choose your search engine. Free to change later but likely most will not. This will be basically you choosing your default search engine.

Obviously this would be very bad for Apple. Today, Apple sells the access to their customers and Google has been reported to pay Apple over $15 billion per year. Some estimate over $20 billion.

I believe this is going to be the toughest decision yet needed to be made by Tim Cook. He could have Apple try to create their own search engine and then sell advertising with the new Apple search engine to try to replace the lost revenue.

Then Apple would be one of the search engine options when you first turn on your iPhone and the hope would be people would choose the Apple option over the Google option.

What other options does Tim Cook have to replace the Google money?


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