The trouble with Apple

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Although it’s often mocked in SEO circles, Bing in reality is not so many years behind Google at any given point. But, really, it’s hard to see the events that could lead to Bing supplanting Google at its own game. It’s just too similar for people to make the switch. One possibility based on recent news is for Bing to become less similar, pursuing one of the precise alternatives I’ll cover below - but more on that when we get to it.


Apple, on the other hand, is doing something similar, but with some unique uk mobile phone database advantages. I must credit my former colleague (and 2023 Mozcon speaker) Tom Anthony who has been very prescient around Apple’s moves in this space, going so far as to backward-engineer Apple search results that weren’t supposed to be publicly available. Apple can do things that Bing can’t, leveraging Apple’s app ecosystem and device integration to provide search results that skip certain steps of a user journey in ways that Google cannot, or will not.


as a Google search competitor is obvious, though. The unique advantages, as I said, are to do with apps and hardware. Apple devices are expensive — prohibitively so. (This varies by market - in the US, with the base price of a phone contract being so high, iPhones are more palatable and have a notably higher market share than in Europe, for example. But, that’s a topic for another day - either way