# Apple Should Acquire DuckDuckGo To Put Pressure On Google Search, Analyst Argues

**URL:** <https://onehack.st/t/apple-should-acquire-duckduckgo-to-put-pressure-on-google-search-analyst-argues/91010>\
**Category:** News & Articles\
**Tags:** privacy, operating-system\
**Created:** [June 9, 2020, 11:08am UTC](https://onehack.st/t/apple-should-acquire-duckduckgo-to-put-pressure-on-google-search-analyst-argues/91010 "2020-06-09T11:08:36Z")\
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**Author:** ![BlueHacker](https://onehack.st/user_avatar/onehack.st/bluehacker/32/174721_2.png) [@BlueHacker](https://onehack.st/u/BlueHacker)\
**Post date:** [June 9, 2020, 11:08am UTC](https://onehack.st/t/apple-should-acquire-duckduckgo-to-put-pressure-on-google-search-analyst-argues/91010/1 "2020-06-09T11:08:36Z")

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According to Bernstein analyst Toni Sacconaghi, Apple [should acquire privacy-focused search engine DuckDuckGo](https://9to5mac.com/2020/06/08/apple-acquire-duckduckgo-analyst/) to put pressure on Google Search and tap into lucrative advertising revenue. 9to5Mac reports:

\*According to Sacconaghi, Apple should acquire DuckDuckGo for around $1 billion as a way to put more pressure on Google and capture the advertising revenue that comes from the search industry. As [reported by Street Insider](https://www.streetinsider.com/Analyst+Comments/Apple+(AAPL)+Could+Acquire+Search+Engine+DuckDuckGo+-+Bernstein/16980709.html), acquiring DuckDuckGo could serve as a ‘stalking horse’ to pressure Google: "Google is clearly the dominant force in search today. However, we suspect the company’s fear of ‘rocking the boat’ – which could compromise $15B in profits it captures today from iOS – may ultimately limit its freedom of action with Apple.

Conversely, Apple may be in a stronger position than at first glance, given it controls the keys to the kingdom on who can monetize iOS search. However, it remains uncomfortably dependent on Bing to act as a counter weight to Google – hence our suggestion that Apple acquire its own search engine. Finally, Microsoft Bing may (counterintuitively) have the most ‘option value’ vis-a-vis the status quo – although it remains to be seen how aggressively it will pursue this opportunity."\* What do you think of Sacconaghi’s suggestion? Do you think Apple should cut ties with Google and acquire DuckDuckGo?