Google no longer Apple's default search engine by 2015

According to a new report from The Information, Apple is ready to end its deal with Google, and no longer offer it as the default option in the Safari web browser. The deal is set to expire next year and will likely affect Safari users globally, depending on the territory. Google will remain a selectable option, most likely following Yahoo and Bing.

In the wake of Marissa Mayer’s small victory, with Yahoo set to appear in pole position in Mozilla Firefox, Yahoo’s outlook as a suitable replacement for Google, would seem bright, if Microsoft didn’t have a say about it.

Both Yahoo and Microsoft are already in talks with Apple, as the slot to be left vacant by Google will mean massive exposure, and advertising revenue, considering Apple’s market share across its entire spectrum of devices.

What if Yahoo becomes the default search option?

For Yahoo, becoming the default search option on iPhones, iPads, MacBooks and Macs would mean a tremendous, and much needed boost in popularity, as it is the one company who is not investing in hardware products, and is not in direct competition with Apple.

What if Microsoft gets the spotlight?

Microsoft is a maker of devices, and a direct software competitor in the midst of a massive restructuring. If Apple chooses Bing instead of Yahoo, the relationship between Apple and Microsoft is likely to strengthen, which could not only benefit Microsoft, but also spell trouble for Yahoo.

What about a third option?

Yes. A third option could be a reality. Apple has been innovating aggressively on the hardware front, to the point where it’s very clear that the company is determined to become its own hardware supplier down the line. 

Let’s not discount the fact that Apple could be capable of creating its very own search engine. There is no indication for such scenario to be happening now, but considering the resources at Apple’s disposal, and the gradual distance Apple has been putting in between its devices and Google, suddenly an “Apple Search” doesn’t sound so far-fetched.