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Strategystretch
Should Apple build its own search engine?
How to approach it
Weigh what Apple gains (control, privacy story, ad revenue) against what it would give up, including any payments it receives today for default search placement.
How a strong answer opens
“I'd weigh what Apple would gain, such as control, a privacy story and ad revenue, against what it would give up, including any payments it receives today for default search placement.”
Outline of a strong answer
Try answering out loud for a few minutes before you open this.
- Clarify the goal: revenue, user privacy, or strategic control
- Lay out the current setup and what Apple would give up
- Assess capabilities: talent, data, maps, devices, AI
- Consider how users and advertisers would react
- Compare options: full engine, AI answers on device, or stay put
- Recommend a path with milestones and exit points
Where this question usually goes wrong
Assuming Apple can build a rival search engine because it has money, without weighing the revenue it would give up or how hard search quality is to match.
Learn the method
Should we enter this market? in Module 5, Product strategy.
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