Google Challenges Apple on Search Trends

Google challenges Apple in search trends

The debate is heating up at big tech companies, centering around the claim that web searches are becoming less important. Google is challenging Apple over search trends after Apple CEO Eddy Cue told the Federal Court that overall search activity is declining due to the rise of artificial intelligence and in-app information discovery. Google strongly disagreed, defending the continued importance of traditional search while questioning how search behaviors should be explained. This public spat between two of the most influential technology companies provides insight into the future of digital discovery and how companies must adapt to remain visible.

Key takeaways

• Apple claims that overall web search is declining as users turn to AI tools and in-app search experiences.
• Google states that search usage remains high and continues to expand across platforms and devices.
• Data from Google Trends and third-party analytics indicate a more complex and sophisticated pattern of information searching.
• Marketers and developers must rethink discovery across search engines, apps, and voice interfaces.

Read also: OpenAI integrates AI research into ChatGPT

Apple’s certification signals a shift in user behavior

During his testimony in the Justice Department’s antitrust trial against Google, Eddy Cue, Apple’s senior vice president of services, said that users are moving away from traditional web searching. He claimed that many now rely on AI-based apps and tools for their search needs, reducing reliance on general-purpose search engines.

He explained that inquiries about local businesses, products and entertainment are increasingly being handled through platforms like Yelp, Amazon or TikTok. With AI assistants like Siri and ChatGPT, more users are bypassing the browser altogether when searching for information.

This view is consistent with Apple’s broader strategy. Services like Spotlight Search and Siri are designed to direct users to resources within the app. The point is that central search engines may no longer represent the main gateway to information.

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Google responds again with counter statements

Google has publicly responded to Cue’s claims, defending the continued power of web search. The company confirmed that search activity is not declining, but is changing in form due to the use of a wide range of platforms and devices.

In official statements and blog posts, Google has cited its internal metrics alongside industry sources such as Google Trends. These sources indicate continued or increased usage across desktop, mobile, and voice-enabled interfaces.

Search volumes related to travel, e-commerce, and healthcare have risen year over year. On mobile, Google remains one of the most widely used tools, with engagement metrics, including bounce rate and session duration, remaining flat or growing, based on data from platforms like Statista and SlikemWeb.

Google noted that although the format of the query may differ, the basic intent remains the same. Whether it is written, spoken, or executed within another application, the user is still performing a search. This activity supports the broader concept of a research ecosystem.

Deciphering the Claims: What Does “Research Rollback” Really Mean?

One of the major problems with Keogh’s argument is the uncertainty about the true meaning of the phrase ‘decline in public research’. Does this indicate the number of queries, time spent on platforms, or a shift in user intent?

Digital media analysts say what Apple calls a decline could instead represent fragmentation. Users don’t necessarily reduce their searches. They spread this behavior across different apps and services, such as Reddit, TikTok, or specialized platforms like Duolingo or AllTrails, depending on the purpose and audience.

Industry experts classify this as “decentralization of search,” meaning that discovery is no longer limited to major search engines. Gen Z consumers, in particular, show a preference for app-based searches and browsing social content rather than using traditional search engines, based on insights from Pew Research and Forrester.

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Expert perspectives on the future of research

Digital strategists interpret the exchange between Apple and Google as a sign that search is entering a more dynamic phase. “Search isn’t dead yet. It’s mutating,” said Leah Warner, senior SEO strategist at BrightEdge. “Task-based searches within apps or voice tools are on the rise, but that doesn’t eliminate the need for Google-style crawling and indexing.”

This sentiment was echoed by Dr. Henry Walters, an economist at Columbia Business School. He said the search is about adaptation, not fading. Artificial intelligence and specialized platforms are impacting how users interact with content, although the fundamental role of search remains the same.

This transformation presents challenges and areas of growth. Brands need to achieve visibility not only on standard search engines, but also across TikTok, YouTube, Pinterest, and even within AI conversations. Adapting to these environments is essential for future digital success.

Research usage trends by numbers

Data from Google Trends, Pew Research, and Statista provide a more detailed view of recent search behavior:

• Global interest in AI-related inquiries has grown by more than 600 percent in the past two years.
• More than 63 percent of Google search activity now takes place on mobile devices, based on Q3 2023 metrics.
• Voice search is expected to expand at an annual growth rate of 9.4 percent through 2026, according to Juniper Research.
• App-based searches, including searches on platforms like TikTok and Instagram, have nearly doubled among users ages 18 to 24 in the past two years.

This data shows that despite the diversity of search platforms, the basic behavior of searching for information remains an essential part of digital life.

Read also: Real-world applications of artificial intelligence in web design.

Impact on marketers, SEO, and business strategy

For businesses that rely on organic traffic, this ongoing debate suggests several action items. Traditional search remains valuable but does not encompass the full range of user behavior. Organizations should start enhancing their cross-platform discovery strategies by:

• Search engine optimization (SEO) for Google and Bing, including updates to newer experiences like Search Generative Experience (SGE).
• App Store Optimization (ASO) to ensure visibility across Android and iOS platforms.
• Place and tag content for vertical search engines on platforms like YouTube, Instagram, and LinkedIn.
• Improving voice assistant technology, including the use of structured data and conversation content planning.

Analytics tools like Semrush, Google Search Console, and AnswerThePublic can help track changes in user search habits. Monitoring content performance across platforms and demographics is now part of an effective digital strategy.

Read also: The decline of traditional programming languages ​​amid the rise of artificial intelligence

Frequently Asked Questions: The main questions raised by the discussion

Is web search really declining?

Not in general use. Search habits are spreading across platforms, but overall activity continues to rise through new formats and technologies.

How are apps and AI tools changing the way people use Google?

They are diversifying the locations where discovery occurs. In response, Google is investing in AI-powered search improvements and integrating itself deeper into apps and interfaces.

Why did Apple suggest that general web search was declining?

This perspective may reflect Apple’s business direction, which focuses on app-based user experiences and privacy preservation rather than browser-centric models.

What role does artificial intelligence play in how users retrieve information?

AI tools such as ChatGPT and Google Bard provide chat-formatted answers, summaries, and task completions, providing alternatives to traditional search querying.

Can traditional search engines become obsolete?

This is unlikely. Search engines are adapting to include more personalized, intent-based features, allowing them to work alongside future technologies rather than replacing them.

Conclusion: Research does not die, but rather diversifies

The dispute between Apple and Google highlights how cross-platform search and user preferences have evolved. While fewer users may initiate searches via the browser, the need to retrieve information remains strong and relevant.

Businesses and creators must now take a broader view of search visibility. Engaging with multiple touchpoints, including apps, voice assistants, and specialized platforms, is essential for long-term engagement and access.

References

Brynjolfsson, Erik, and Andrew McAfee. The Second Machine Age: Work, Progress, and Prosperity in a Time of Great Technologies. W. W. Norton & Company, 2016.

Marcus, Gary, and Ernest Davis. Rebooting AI: Building AI we can trust. Vintage, 2019.

Russell, Stuart. Human consensus: Artificial intelligence and the problem of control. Viking, 2019.

Webb, Amy. The Big Nine: How Tech Giants and Their Thinking Machines Could Distort Humanity. Public Affairs, 2019.

Crevier, Daniel. Artificial Intelligence: The Troubled History of the Search for Artificial Intelligence. Basic Books, 1993.