Analysis Apple

Thinking about Apple – Duck Duck Go

Apple owns about 14% worldwide market share for its iOS devices, which includes iPhones, iPads, Apple Watch and others, while the rest of the credit goes to Android that commands roughly 86% of the mobile market share.

In a recent story that I read on Apple Insider, Toni Sacconaghi, an analyst threw a theory but an interesting one, where Apple should consider buying Duck Duck Go search engine. Duck Duck Go which appears in “Others” in the search engine market share by statcounter and is less than 1% market share, is popular for its privacy and avoiding filter bubble of personalized search.

I was intrigued by Toni’s comment and thought about it too. And it actually makes sense. Apple loves privacy and is actually an integral part of its marketing and Apple philosophy, which also aligns with Duck Duck Go.

As per Toni, Google pays Apple USD 7-8 billion annually to make its search engine default on iOS devices, and return it exposes Google search to iOS users which brings in about USD 15 billion per year. If Apple decides to acquire DuckDuckGo and make it default, the bigger loss here is for Google than Apple. Apple roughly already makes a billion in a week, and the price tag Duck Duck Go could carry is approx a billion too.

What Apple gains out of this acquisition is more trust from its users and a complete control on its search engine as well. We know, how “Privacy friendly” Google search is today. This would be more about giving a message to the world about how committed it is to privacy-centric technology company.

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