When someone says the word Apple, a few things probably surface right at the top of your brain’s “search engine.” Most likely, items where the fruit played a major symbolic role such as in the phrase “apple of my eye” will take a back seat to products like the iPhone, MacBook and iTunes.  Just like your brain, search engines like Google and Yahoo follow this same pattern.

Though the company does not command a leading, global market share in either mobile or desktop computers, the visibility of the brand itself would lead you to believe otherwise. The appeal of Apple products is wide, stretching from the casual tech user to design and marketing professionals- all lured in by user friendly interfaces and powerful hardware inherent to every Apple device.

Since the physical products mostly steal the limelight of the brand, many typically forget some of the underlying technologies that make Apple as a company successful. A resilient cloud platform known as iCloud merges and backs up data from devices, iTunes centralizes your media and the company was truly the first to make a functional user interface which is still a theme in modern systems today.

One of the items that seems most neglected from the thoughts of the masses, including tech aficionados and Apple fanatics alike, is the Safari browser. This is likely due to the fact that Apple’s own browser is honestly somewhat forgettable. Mostly it is just “there” whenever you use an Apple device.

Even though many tend to use Chrome on their device and IE has a major user base (mostly because of corporate usage), Safari still has a respectable presence as a browser. Since this is the stock browser for Apple, the average consumer will use this application frequently, even if another browser installation is present.

Oddly enough, if you look at browser usage statistics from November 2015, it becomes apparent that Safari plays a big role in the mobile market. What is remarkable about this is that overall, more of us use Windows powered devices where Internet Explorer (and recently, Edge) is prominent, but Safari, from a mobile standpoint, has an incredibly respectable chunk of users.

As mobile search now outstrips desktop search, there is a a major opportunity for Apple to increase its browser market share. Should the company diverge from Google usage and create a unique service of its own or partner with other player, a radical shift could occur in the market. This would not only affect browser usage but would ultimately influence the search engine market share as well. Watch this space…