This share translates into a figure that sits somewhere between $9 and $10 billion and is directly related to the internet giant’s search efforts. As things stand, Apple is one of the biggest channels of traffic acquisition for Google – it accounts for roughly half of all mobile revenue – and in order to maintain these numbers the company pays Apple a substantial sum each year.
This payment ensures Google will continue as the default search provider on iOS devices rather than a rival search engine. The downside to the agreement is that Apple can continue to push prices up each year and, if Google ever refuses to pay the amount, the Cupertino firm can simply approach a rival such as Microsoft and make Bing the default search engine.
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