Eddy Cue explains the reasons why Apple has no plans to develop its own search engine.

Apple’s senior VP of services, Eddy Cue, stated that the company has no plans to create its own search engine to rival Google, citing the immense cost and time required—estimated in the billions of dollars and spanning many years. This remark was made in a motion filed with the Department of Justice (DOJ) on Monday, as Apple seeks to participate in the penalty phase of the DOJ’s antitrust case against Google.

At stake is up to $20 billion related to Apple’s ongoing deal with Google to remain the default search engine on Apple devices.

The DOJ and Google have clashed over how to address Google’s dominance in general-purpose search, though both parties have tentatively agreed to reevaluate or adjust Google’s partnership with Apple. Google recently proposed a three-year ban on exclusivity agreements tied to Apple’s proprietary features.

Cue cautioned that eliminating Apple’s search deal with Google would ultimately harm both Apple and its users while benefiting Google. He outlined two problematic scenarios: Apple could allow users to select Google as a Safari search engine without receiving any revenue, effectively giving Google free access to Apple’s user base. Alternatively, Apple could remove Google Search from Safari entirely, but since users prefer Google, this move would negatively impact both Apple and its customers.

As reported by MacRumors, Cue emphasized that building an Apple-owned general search engine would be financially risky and inconsistent with the company’s privacy-focused approach. To sustain such a service, Apple would need to embrace targeted advertising, which conflicts with its core values. Cue suggested that AI chatbots represent the future of search innovation.

He concluded by asserting that Apple is best positioned to determine what collaborations serve its users’ interests and warned that the DOJ’s proposed solutions could limit Apple’s ability to meet customer needs effectively.