Analyst says Apple should purchase DuckDuckGo search engine

Jun 9, 2020 05:14 GMT  ·  By

While Google is currently the number one search engine worldwide, Microsoft’s Bing is often described as the top alternative, both in the US and elsewhere.

Apple, on the other hand, doesn’t seem to be interested in a search engine, instead choosing to work with other companies for the whole thing.

Right now, for example, the search feature on the iPhone and iPad is powered by Google, with the Mountain View company said to pay some $10 billion to Apple just to be offered as the default search option on its devices.

But it’s no secret that Apple itself needs Google’s services, especially because the company doesn’t have a search engine.

And there’s one easy way to deal with this, as Bernstein analyst Toni Sacconaghi explains: buy DuckDuckGo.

Apple DuckDuckGo

At first glance, DuckDuckGo perfectly aligns with Apple’s own strategy, as both are insisting for user privacy for anyone using their services. The analyst says Apple could pay some $1 billion for the search engine, which in turn could be a double win for Apple.

“Google is clearly the dominant force in search today. However, we suspect the company’s fear of ‘rocking the boat’ — which could compromise $15B in profits it captures today from iOS — may ultimately limit its freedom of action with Apple,” the analyst said according Street Insider.

“Conversely, Apple may be in a stronger position than at first glance, given it controls the keys to the kingdom on who can monetize iOS search. However, it remains uncomfortably dependent on Bing to act as a counter weight to Google — hence our suggestion that Apple acquire its own search engine. Finally, Microsoft Bing may (counterintuitively) have the most ‘option value’ vis-à-vis the status quo — although it remains to be seen how aggressively it will pursue this opportunity.”

While this is something that Apple might not be necessarily interested in, the Cupertino-based tech giant could indeed explore a search engine takeover, as this kind of deal could help not only reduce reliance on others, but also invest more in privacy going forward.