What If Google Loses Its Default Search Engine Status On Apple Devices?

The long-term deal that Google Inc GOOGLGOOG had with Apple Inc. AAPL to be the default search engine on Apple devices is coming up for renewal soon, and it is making some analysts worried that Google could lose its status as the sole search engine tool to Microsoft Corporation's MSFT Bing or Yahoo! Inc.'s YHOO search engine.

PC Magazine Editor-in-Chief Dan Costa was on CNBC Tuesday to talk about the impact it will have on Google if analysts' worries come true.

Why Apple Defaults Matter

"Well, defaults are extraordinarily powerful in this space when you look at the Safari market that includes much more than just the desktops," Costa said.

"So, Apple-owned Safari owns 10 percent of the desktop market; on tablet, they own 70 percent of the market. But the key here is mobile, where 50 percent of mobile searches are run through the Safari browser.

"That's what Google is going to be losing. And if you look at how much money that has contributed to their gross revenues, it could be about 10 percent of their overall advertising spends. So, this is definitely a deal that Google wants to hold on to."

Related Link: The Biggest Misconception About Apple

Bing And Yahoo Search Might Be An Option

When asked if users will be turned off if a different search engine becomes the default on Apple devices, Costa replied, "I think when you give people the choice – you ask them the question, they are going to want to use Google search as their default.

"I think that Bing and Yahoo search have come a long way in terms of adding functionality, making it easy to use. And the search results are just not as distinguished and not as rare as they used to be. Bing delivers great results, and I think a lot of people might be interested in checking it out," Costa concluded.