Key Takeaways

  • According to a new report, Apple has the potential to challenge Google as the default search engine for its devices and keep search-based ad revenue for itself.
  • Apple currently earns around $8 billion a year from its deal with Google, but using its own search solution could generate a revenue stream comparable to the Apple Watch.
  • Apple has been working on search technology for years and has key components in place, including a former Google executive leading its AI teams and a web crawler called Applebot. The success of this move remains uncertain, similar to Apple's past efforts with its 5G modem.