That’s the problem. Beyond #1, there might be a dozen search engines with half a billion to a billion users, but for all intents and purposes, the Google has no real competition on a world-wide basis. What we need is an anti-Google.
What many of us don’t think about at first is that Google isn’t really a search engine. It’s an advertising company that gets people’s eyeballs thanks to a clever and growing mix of applications. Google the search engine is high on the list. So is GMail, the world’s most used email app. Go down the list. There’s Google Maps, YouTube, Chrome browser, Google Translate, Google Photos, and productivity apps like Google Calendar, Keep, Docs, Sheets, et al.
Wait. There’s more!
Google Music, Google +, Google Hangouts, Waze, Google Talk, and the list goes on and on. All those applications, most of them free, are designed to take information away from users, put it into giant databases to be sifted and filters, and in the end, the information helps Google to sell more advertising.
Planet earth does not have an anti-Google. Apple’s 1-billion customers, not to mention the rest of humankind, could use an anti-Google. It’s not Microsoft, despite the Windows maker’s large software suite. Even Apple has many applications that match or exceed Google’s wares, but both Microsoft and Apple have a different business model. Apple sells hardware. Microsoft sells software. Google sells advertising.
All three compete against each other to a modest degree. Apple has plenty of hardware competition. Microsoft has plenty of software competition. What about Google? Is there an anti-Google out there?
Other than Apple and Microsoft, no other software developer that comes to mind has anything that competes with Google.
The little search engine that could is not much competition for Google. Why doesn’t Apple just buy DuckDuckGo and make it Apple Search?
A year ago Google reportedly paid Apple $3-billion to keep Google as the default search engine on Safari browsers, macOS and iOS. Another report said Google will pay Apple $9-billion this year and $12-billion next year. I can see a few billion reasons why Apple lets Google remain the default search engine on Safari and why Apple doesn’t bother developing or buying an anti-Google search engine.