Google’s dominant market share lead in the internet search business just got a little bit bigger.

Apple Inc. has announced

  • It will be switching from Microsoft Corporation’s Bing search engine to Google for all its default Siri searches.

In addition

  • Apple Inc. will now be using Google to power all its iOS and Spotlight searches on Macs.
  • Siri video searches will direct Apple users to YouTube.

Customers searching on Apple’s Safari browser across its Mac, iPad and iPhone portfolio already received Google search results however the relationship has been in limbo since 2015, something that the short lived Bing:Yahoo collaboration was very keen to take advantage of.

Under the new agreement between Apple and Google:

  • Siri searches will return Google raw search results and clicking web links will direct users straight to the linked websites without an intermediate Google landing page.
  • Google is given provision to more data (always a stumbling block in the past) and Apple customers get greater exposure to the Google ecosystem which are both positives for the Tech giants.
  • Microsoft’s Bing search function will still be used for Siri image searches.

The latest agreement makes the loss of the core Apple Safari search agreement less likely however is expected to make only a modest positive contribution to Ad revenues for Google in light of the significant revenue share expected to be paid to Apple Inc as part of the agreement – some analysts placing the TAC rate as high as 80%!

Whist the iPhone maker stated it decided to switch its default search provider to “allow these services to have a consistent web search experience with the default in Safari”. Google have been undecidedly quite about the deal with no comment to date. Whilst a Microsoft spokeswomen contributed:

“We value our relationship with Apple and look forward to continuing to partner with them in many ways, including on Bing Image Search in Siri, to provide the best experience possible for our customers.

“As we move forward, given our work to advance the field of AI, we’re confident that Bing will be at the forefront of providing a more intelligent search experience for our customers and partners.”