Is it possible that the good times between Apple and Google have come to an end? The presence of Google as the default search engine on the iPhone may now be finishing, to the advantage of Microsoft’s Bing engine.
Once upon a time Google and Apple walked hand in hand, with representatives of one being found on the other’s board of directors. With the arrival of the Google Android OS, then Chrome OS, stronger competition was seen between the two, leading to Google’s president Eric Schmidt resigning from Apple’s board once a preliminary investigation was opened to see whether collaboration was ongoing in the different sectors that both groups are present in.
Since then, it appears that relations between the two have broken down to the point that Apple is now looking to other products besides Google’s for their iPhone handset.
BusinessWeek reports that Apple is looking to replace Google as the iPhone’s default search engine with Microsoft Bing. The subject has been under negotiation for the last few weeks, but for the moment no agreement has been reached.
Friend becomes foe? While Microsoft may present greater advertising revenue to Apple, the real reason behind the split with Google could be to prevent Google from accumulating important information linked to iPhone user’s mobile habits, with these users being large consumers of mobile data. Google has recently purchased the mobile advertising house AdMob, suggesting that the search giant may be looking to reinforce their mobile revenue economical model.
An agreement between Apple and Microsoft will also send out a warning to Google that they have become a dangerous adversary. Apple’s recent acquisitions indicate that this may be the case, with the purchase of Placebase.
The BusinessWeek source goes on to state that an agreement is envisaged for the short term. This would provide Apple with space so that they could perhaps look at developing their own search engine.
But is it possible for Apple to cut Google off completely? The next few months will be interesting to see how this plays out, as Google may not need personal data from iPhone users for much longer if their own Android platform quickly gains ground.