If someone asks you to make a search on the internet what you will do? Maximum of us will take the help of Google for sure. Even though, it is monitoring our activity there as well as showing ads to generate revenue. On the other hand, DuckDuckGo is way far from this policy. It neither track your activity nor allows others to track. In addition, you hardly find any ads.

The security policies go with Apple’s priority and that’s privacy and security. Alongside, Toni Sacconaghi, a Bernstein analyst estimates in his research report that Apple pays around 30% of Google’s ad revenue just for making Google search available on Apple devices. As per the analyst, Apple needs to make its own search engine for its devices.

Sacconaghi suggests, as Apple doesn’t has much alternatives other than Google and the policies of DuckDuckGo and Apple matches, Apple can acquire the search engine. In the report, he stated, “Yes, Google is clearly the dominant force in search today. However, we suspect the company’s fear of ‘rocking the beat’-which could compromise $15 billion in profits it captures today from iOS-may ultimately limit its freedom of action with Apple. Conversely, Apple may be in a stronger position than at first glance, given it controls the keys to the kingdom on who can monetize iOS search. However, it remains uncomfortably dependant on Bing to act as counterweight to Google-hence our suggestion that Apple acquire its own search engine.”

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