Apple may ditch Google as its default search engine — will it introduce its own?

Apple may ditch Google as its default search engine — will it introduce its own?

Yahoo is hoping to take Google's place on Safari browsers.

Mozilla’s popular Firefox browser just ditched Google as its default search engine, and Apple’s Safari browser may soon join it.

For five years, Google has been Safari’s default browser, but with the deal set to expire in early 2015, Microsoft’s Bing or Yahoo could jump in to take its place. Or, Apple may be looking to create its own search engine, according to the Daily Mail.

Google shelled out $82 million to Apple in 2009, a figure that exploded to $1 billion last year.

Being the default search engine for a major browser like Safari is huge for a search engine, as it allows them to leverage the partnership to send traffic to their servers and boost ad revenue. However, the rivalry between Apple and Google has grown in recent years, and Apple may no longer see Google as a partnership that makes sense for the long term.

There were hints that Apple was headed in this direction. The launch of iOS 7 heralded the arrival of Siri, which used Bing as the default search engine. Apple also made changes with iOS 8 by changing the default weather app from Yahoo to the Weather Channel. Also, Apple created its own map service to replace the popular Google Maps, and Google’s YouTube was no longer preinstalled on devices.

Apple Insider reported in November that a web-crawling bot had been spotted on Apple’s servers, giving credence to the idea that Apple was creating its own organic search engine. However, it could simply be indicative of a boost in local and built-in search options, according to the Mail.

Another publication, Re/code, reported that in 2013 Yahoo was undergoing an aggressive strategy to increase revenue, and a key tactic would be to become Apple’s default search engine.

Yahoo scored a deal with Firefox to replace Google as the default search engine, a big win for the company.

Yahoo had signed a deal with Microsoft five years that allowed them to split ad revenue with Bing by allowing the Microsoft search engine to customize query results for users with Yahoo’s help.

Of course, Google remains by far the most popular search engine, so even if Yahoo does win the battle to become the default, many users are likely to simply adjust their browser settings to switch back.

Also, Google is and always will be the default search engine for the most popular browser on the market: Google’s Chrome, which has a 40.8 percent market share. In second place with 17.9 percent is Microsoft’s Internet Explorer, which will use Microsoft’s Bing, meaning that Yahoo can only at best grab 31.2 percent of the browser market with Firefox and Safari combined.

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