Apple has no intention of developing its own search engine, according to Eddy Cue, the company's Senior Vice President of Services. Cue disclosed Apple's position during a recent court filing in the US Department of Justice (DOJ) case against Google's dominance in the search industry.

According to the court filing disclosed by Reuters, Cue outlined several reasons for Apple's decision. The first reason he mentioned was that developing a search engine would require significant financial and human resources, with costs running into billions of dollars and years of effort.

Furthermore, the rapid evolution of search technology due to advancements in AI (artificial intelligence) adds economic uncertainty to such a venture, says Cue.

Additionally, creating a competitive search engine would necessitate building a platform for targeted advertising, which is a primary revenue source for search engines. Cue noted that search advertising is not part of Apple's core business or expertise. While Apple engages in limited advertising through platforms like the App Store, search advertising operates on a different scale and would require substantial infrastructure and personnel.

Apple's approach to search involves partnerships with established players. Through an agreement called the Information Services Agreement, Google pays Apple a share of revenue generated from search queries made by Apple users. In 2022, this agreement reportedly earned Apple approximately $20 billion.

In the filing, Cue also stated that Google Search is the default search engine on Safari in the US, but users can select alternatives such as Yahoo, Bing, DuckDuckGo, or Ecosia. Apple also has revenue-sharing agreements with other search engines that are listed as options on its platforms.

The DOJ's case against Google includes scrutiny of its agreement with Apple, which some believe could lead Apple to create its own search engine or enter the search advertising market. Cue dismissed this notion, stating that such assumptions are incorrect.