Apple's Senior VP of Services Eddy Cue has warned that severing the company's search engine partnership with Google would leave Apple with "unacceptable choices" that could harm both the company and its users.
In a motion filed with the Department of Justice (DOJ) on Monday, Cue addressed the ongoing antitrust case against Google, where Apple's lucrative search engine deal worth up to $20 billion hangs in the balance.
Cue dismissed the possibility of Apple developing its own search engine, stating it would require "billions of dollars and many years" to create. He described such an undertaking as "economically risky" and noted that implementing targeted advertising - a necessity for a viable search business - would conflict with Apple's privacy-focused approach.
The DOJ's antitrust case against Google has led to proposals for cutting or renegotiating the Apple-Google partnership. Google recently suggested a three-year ban on strict long-term exclusivity agreements involving "proprietary Apple features."
According to Cue, if revenue sharing is prohibited, Apple would face two problematic scenarios: either allow Google Search without compensation, effectively giving Google free access to Apple's user base, or remove Google Search entirely from Safari - a move that would disappoint customers who prefer Google's search engine.
The Apple executive emphasized that the company should maintain control over future collaborations that serve its users' needs, arguing that the DOJ's proposed remedies would restrict Apple's ability to meet customer expectations.
Cue also pointed to AI chatbots as the next major development in search technology, suggesting the landscape of online search continues to evolve.