How Is Apple Slowly Working Towards Ending Google's Search Dominance?

James Cakmak from Monness Crespi Hardt recently wrote a report in which he argued that Apple Inc. AAPL is working on improving search functionality on its own platform, which could pose as a threat to search leader Google Inc GOOGL.

Cakmak was on CNBC recently to shed some more light on the report.

Material Step Forward

“The way we see it is Apple has been constantly improving their search experience and with the things that they are doing, I think, will help potentially shift the balance of search queries away from Google and over to Apple,” Cakmak began. “And really I view it in three buckets. The first is Siri, what Apple has been doing and we are seeing it today with the updates to iOS 9 is deeper integration of Siri into core and third-party apps.”

He continued, “I mean, this is a material step forward and I think the Apple Watch could actually serve as a tailwind. They announced that over a billion requests per week already on the Siri. So, I think as the number of queries improve so will that search experience."

'Diminish The Use Case For Google'

Cakmak was asked if the new search experience can add to Apple’s revenue at some point or it will just be used as a feature to combat Google’s dominance in the search business. He replied, “The way we positioned the report is from the Google standpoint. So, if you get the mindshare and calibrate that consumer search behaviour on to Apple, it’s going to diminish the use cases for Google.”

“So really it’s more about what is the monetization potentially hit as far as fewer queries and fewer monetization opportunities are concerned on Google versus what the incremental benefit could be to Apple,” Cakmak concluded