{"id":29103,"date":"2024-10-15T23:56:00","date_gmt":"2024-10-15T15:56:00","guid":{"rendered":"https:\/\/www.granitefirm.com\/blog\/us\/?p=29103"},"modified":"2026-07-21T09:49:15","modified_gmt":"2026-07-21T01:49:15","slug":"search-engine-antitrust","status":"publish","type":"post","link":"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/","title":{"rendered":"Will Google&#8217;s search engine antitrust ruled out has big impact on Alphabet?"},"content":{"rendered":"\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #ffffff;color:#ffffff\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #ffffff;color:#ffffff\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Details_of_Googles_search_engine_antitrust\" >Details of Google&#8217;s search engine antitrust<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#The_worst_scenario\" >The worst scenario<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#The_DOJs_current_proposals\" >The DOJ\u2019s current proposals<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Forced_spinoff\" >Forced spinoff<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#The_possibility_of_splitting_is_not_high\" >The possibility of splitting is not high<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Diminishing_the_competitiveness_that_Google_has\" >Diminishing the competitiveness that Google has<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#The_impact_on_Alphabet_is_actually_not_big\" >The impact on Alphabet is actually not big<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Why\" >Why?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#History_proves_that_most_of_them_are_in_vail\" >History proves that most of them are in vail<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Google_may_make_partial_concessions\" >Google may make partial concessions<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Follow_Microsofts_case\" >Follow Microsoft&#8217;s case<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#The_least_impactful_solution\" >The least impactful solution<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Sell_part_of_of_its_advertising_platform\" >Sell part of of its advertising platform<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Possible_damages_to_Google\" >Possible damages to Google<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Loss_huge_traffic_from_partners\" >Loss huge traffic from partners<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Loss_of_revenue\" >Loss of revenue<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#European_case\" >European case<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Everyone_overestimate_the_impact\" >Everyone overestimate the impact<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#The_impact_on_revenue_is_actually_not_big\" >The impact on revenue is actually not big<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Google_has_great_power\" >Google has great power<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Users_will_still_choose_Google\" >Users will still choose Google<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Competitors_are_too_weak\" >Competitors are too weak<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Cooperation_with_Apple\" >Cooperation with Apple<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#20_billion_in_transactions_per_year\" >$20 billion in transactions per year<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Apple_can_bring_huge_traffic\" >Apple can bring huge traffic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Apple_can_cooperate_with_other_vendors\" >Apple can cooperate with other vendors<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Lessons_learned_from_the_three_behemoths_are_not_far_away\" >Lessons learned from the three behemoths  are not far away<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Microsoft\" >Microsoft<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Apple\" >Apple<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Alphabet\" >Alphabet<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Conclusion\" >Conclusion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/#Related_articles\" >Related articles<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Details_of_Googles_search_engine_antitrust\"><\/span>Details of Google&#8217;s search engine antitrust<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Please refer to my detailed explanation of another article I published a few days ago on the establishment of a monopoly on Alphabet&#8217;s Google search engine: &#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/08\/09\/apple-google-antitrust\/\" target=\"_blank\" rel=\"noreferrer noopener\">Why Apple plummeted by Google antitrust ruled a monopoly?<\/a>&#8220;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_worst_scenario\"><\/span>The worst scenario<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_DOJs_current_proposals\"><\/span>The DOJ\u2019s current proposals<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>According to reports, the U.S. Department of Justice filed documents on October 8, 2024, proposing a series of potential options to the federal court, from behavioral restrictions to breakup, to solve what a judge said is that Google has an illegal monopoly in the search field. .<\/p>\n\n\n\n<p>The document said the government is considering a &#8220;comprehensive range of tools&#8221; to restore competition, including &#8220;structural&#8221; changes to Google&#8217;s business to prevent it from using products such as the Chrome browser or the Android mobile operating system to give Google&#8217;s search engine an advantage.<\/p>\n\n\n\n<p>Google responded in a blog post that the Justice Department&#8217;s preliminary proposal to reform the search engine market was &#8220;radical and far-reaching&#8221; and could have &#8220;negative unintended consequences for American innovation and American consumers.&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Forced_spinoff\"><\/span>Forced spinoff<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>After Google was ruled by a U.S. court to have illegally monopolized the online search and text search advertising markets, it is reported that the U.S. Department of Justice is considering handling methods including forced spin-offs. The two major businesses most likely to be locked include the Android operating system and browsers. Chrome department.<\/p>\n\n\n\n<p>In addition to the possibility of splitting up the Android and browser Chrome departments, the forced sale of the online advertising platform AdWords is also an option.<\/p>\n\n\n\n<p><strong>Note<\/strong>: Approximately 2.5 billion devices worldwide use Android.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_possibility_of_splitting_is_not_high\"><\/span>The possibility of splitting is not high<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>In the 2000s, Microsoft was also convicted by a federal court of monopolizing the market. At that time, it was considered to spin off Microsoft, but in the end it was not implemented. Microsoft paid a settlement fee of up to 1.8 billion US dollars and was subject to a number of restrictions.<\/p>\n\n\n\n<p>If Google is ultimately forced to break up, it would be the largest breakup of a U.S. company since AT&amp;T in the 1980s. It can be seen that it is very difficult to actually implement and implement it.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Diminishing_the_competitiveness_that_Google_has\"><\/span>Diminishing the competitiveness that Google has<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>If the federal court does not choose the extreme option of breaking up Google, requiring Google to share more customer data with other competitors may be an option. Google may also be required not to sign exclusive contracts or participate in transactions that harm competitors.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_impact_on_Alphabet_is_actually_not_big\"><\/span>The impact on Alphabet is actually not big<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Why\"><\/span>Why?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Google is appealing the ruling, and the legal process is lengthy and uncertain. Generally speaking, remedial proceedings and appeals in antitrust trials will take several years.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"History_proves_that_most_of_them_are_in_vail\"><\/span>History proves that most of them are in vail<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>In business history, antitrust remedies have a history of ineffectiveness. Microsoft is a good example. In the end, it had no impact at all, but instead contributed to the expansion of the Microsoft empire.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Google_may_make_partial_concessions\"><\/span>Google may make partial concessions<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Follow_Microsofts_case\"><\/span>Follow Microsoft&#8217;s case<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Google may learn from Microsoft&#8217;s approach and actively choose to make partial concessions, so that Google&#8217;s harm can be minimized. At that time, in order to fear being forced to split up, Microsoft chose to sell some departments on its own and no longer forced Internet Explorer to be bundled with the Windows operating system when shipping. Together with some legal concessions, the result was that Microsoft escaped from dismantle and avoided being forced to split up. .<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_least_impactful_solution\"><\/span>The least impactful solution<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The current unanimous view of the industry and Wall Street is that in this monopoly case, Google is most likely to choose to imitate Microsoft&#8217;s mistakes, which is also in line with the expectations of all parties and can minimize the impact.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Sell_part_of_of_its_advertising_platform\"><\/span>Sell part of of its advertising platform<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>It was reported in mid-September 2024 that Google was willing to sell its advertising exchange platform AdX, an intermediary market where publishers can instantly provide their unsold advertising space to advertisers, to end the EU&#8217;s antitrust investigation. The US antitrust agency hopes to force Google to sell its advertising manager products, including AdX and Google&#8217;s Publisher Ad Server (DFP).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Possible_damages_to_Google\"><\/span>Possible damages to Google<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Loss_huge_traffic_from_partners\"><\/span>Loss huge traffic from partners<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The judge cited Google&#8217;s internal estimates that losing this preset position on the search engine could result in Google losing 60% or more of iPhone searches and about $30 billion in revenue.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Loss_of_revenue\"><\/span>Loss of revenue<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Considering Google&#8217;s $200 billion in annual search ad revenue and its $50 billion to $75 billion in annual free cash flow; the ruling is only a small deterrent.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"European_case\"><\/span>European case<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A few years ago, European antitrust regulators forced Alphabet to offer search engine options to Android phone users. European regulators have also fined Google approximately $10 billion in various antitrust cases, but Bocconi researchers believe that &#8220;Google&#8217;s market share has not changed at all.&#8221;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Everyone_overestimate_the_impact\"><\/span>Everyone overestimate the impact<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"The_impact_on_revenue_is_actually_not_big\"><\/span>The impact on revenue is actually not big<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Baird analyst Sebastian believes that Google will suffer a derivative profit loss as a result, and Google will lose more than one-third of its advertising revenue from the iPhone. Even a 60% loss in iPhone ad revenue would only reduce Google&#8217;s annual revenue by 5%, according to Sebastian&#8217;s 2025 profit forecast. He thinks it&#8217;s unlikely to have any significant impact on Google.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Google_has_great_power\"><\/span>Google has great power<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>\u201cI believe that Google\u2019s market share does reflect superior quality,\u201d said Stanford University\u2019s Vasquez Duque, adding that Google\u2019s dominance gives it a data-gathering advantage that further improves search quality. These advantages accumulated over the years are difficult to surpass in reality.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Users_will_still_choose_Google\"><\/span>Users will still choose Google<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>And don\u2019t forget that users\u2019 trust in Google and their usage habits that have been formed over the years are unlikely to change much as a result of this case. In short, users will still choose Google in the end.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Competitors_are_too_weak\"><\/span>Competitors are too weak<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Artificial intelligence-based startups like Perplexity and OpenAI are working to break Google\u2019s long-standing monopoly on search. But it&#8217;s still a possible development, and other vendors are tiny compared to Google. And don\u2019t forget, Google also has its own powerful artificial intelligence technology, which will put pressure on these emerging opponents.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Cooperation_with_Apple\"><\/span>Cooperation with Apple<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"20_billion_in_transactions_per_year\"><\/span>$20 billion in transactions per year<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>A U.S. judge may order a ban on exclusive contracts that Google has signed as a result of this monopoly, such as its deal with Apple. The $20 billion Apple receives every year is almost directly transferred into Apple\u2019s net profit. &#8220;If this money disappears, it will cause a maximum loss of 15% to Apple&#8217;s profits.&#8221;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Apple_can_bring_huge_traffic\"><\/span>Apple can bring huge traffic<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>On the contrary, it will save Google a lot of money, because it will no longer have to pay Apple about $20 billion in default search fees every year. Of course, Google will also lose a lot of traffic, advertising, and the revenue brought to it by Apple devices.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Apple_can_cooperate_with_other_vendors\"><\/span>Apple can cooperate with other vendors<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Apple may seek a similar default agreement with another search engine, such as Microsoft&#8217;s Bing. Bing currently accounts for only 1% of the search market on smartphones, but the resulting price competition in search advertising will reduce Apple&#8217;s revenue.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Lessons_learned_from_the_three_behemoths_are_not_far_away\"><\/span>Lessons learned from the three behemoths  are not far away<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Microsoft\"><\/span>Microsoft<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p><a href=\"https:\/\/www.justice.gov\/atr\/us-v-microsoft-courts-findings-fact\" target=\"_blank\" rel=\"noreferrer noopener\">A federal judge&#8217;s 2000 order to break up Microsoft was overturned on appeal. The 2001 settlement made it easier for Netscape Communications to install its web browser on Windows PCs and compete with Microsoft&#8217;s Internet Explorer web browser.<\/a><\/p>\n\n\n\n<p>However, the new product with better functions provided by the Chrome web browser developed by Google caused Netscape, Microsoft, and other similar browser products to be abandoned by most users.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Apple\"><\/span>Apple<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>The Apple App Store was also judged to be a monopoly, requiring Apple to change the charging methods and channels of the App Store. For details, please see the analysis in my previous article: &#8220;Did Apple Really Lose the Lawsuit with Epic Games?&#8221;<\/p>\n\n\n\n<p>In the nearly three years since the verdict, Apple has used many subsequent legal, technical, and commercial operations measures to minimize the impact of the court&#8217;s decision on Apple. Facts have proved that the impact on Apple&#8217;s revenue is actually minimal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Alphabet\"><\/span>Alphabet<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Economists at Milan&#8217;s Bocconi University studied what happened when antitrust regulators in Europe, Russia and Turkey ordered Alphabet&#8217;s Google to stop defaulting Google Search as an online search engine on Android phones. Condition. Starting from 2020, users in these countries can set their own search engines on their mobile phones.<\/p>\n\n\n\n<p>In Russia and Turkey, the Russian search engine Yandex has captured 5% to 10% of the market share from Google. Yandex performed well in Russian searches, but in Europe, the change in Google&#8217;s market share was negligible.<\/p>\n\n\n\n<p>There is reason to believe that the same results will now play out in the United States.<\/p>\n\n\n\n<p>A spnoff is possible. But Wall Street doesn&#8217;t believe it because history and rule of thumbs denied it.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>Conclusion<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Among the current seven major technology stocks, the one with the lowest market valuation is Alphabet, Google\u2019s parent company. This is somewhat related to Google\u2019s repeated failures in global antitrust cases.<\/p>\n\n\n\n<p>However, in the long run, these antitrust cases will not have much impact on Alphabet&#8217;s long-term competitiveness.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"178\" height=\"100\" src=\"https:\/\/www.granitefirm.com\/blog\/us\/wp-content\/uploads\/sites\/2\/2024\/08\/google-monopoly-Custom.jpg\" alt=\"search engine antitrust\" class=\"wp-image-29114\"\/><figcaption class=\"wp-element-caption\">credit: Ideogram<\/figcaption><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Related_articles\"><\/span>Related articles<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2026\/07\/20\/king-of-ai-alphabet-google\/\">The king of AI Alphabet (Google) <\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2025\/10\/22\/investing-in-alphabet\/\">The pros and cons of investing in Alphabet amid AI evolution<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2025\/02\/08\/deepseek-rout\/\">DeepSeek routed the global AI and stock<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2025\/02\/12\/chinese-ai-companies\/\">Chinese AI progress and top companies<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/11\/14\/apple-search-engine\/\">Apple search engine, the possibility and necessity to inhouse develop<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2025\/11\/04\/ticker-symbol-changed\/\">Ticker symbol changed companies&#8217; stock performance?<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2025\/10\/22\/investing-in-alphabet\/\">The pros and cons of investing in Alphabet amid AI evolution<\/a>&#8220;<\/li>\n\n\n\n<li><a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/10\/15\/search-engine-antitrust\/\">&#8220;Will Google&#8217;s search engine antitrust ruled out has big impact on Alphabet?&#8221;<\/a><\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/08\/09\/apple-google-antitrust\/\" target=\"_blank\" rel=\"noreferrer noopener\">Why Apple plummeted by Google antitrust ruled a monopoly?<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2021\/06\/18\/consider-alphabet-if-you-can-buy-one-stock-only-to-retire-from-it\/\">Consider Alphabet if you can buy one stock only to retire from it? <\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2021\/07\/20\/alphabets-urgent-crisis\/\" target=\"_blank\" rel=\"noreferrer noopener\">Alphabet\u2019s urgent crisis<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/12\/14\/willow-chip-rally\/\">Google&#8217;s Willow chip rally related quantum computing stocks. Is it justified?<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2022\/06\/14\/china-and-us-gap\/\">The gap between China and US, is all China-made software and hardware possible?<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/12\/16\/capital-alchemy-repurchase\/\">Apple&#8217;s multiple LT compound capital alchemy is repurchase, 41.9% shares reduced in 12 years<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2024\/12\/18\/apple-repurchase\/\">Apple repurchase, Nvidia capital operation, Tesla, AI bubble, Willow quantum chip, this blog turns off comments<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2025\/03\/04\/value-and-problem-palantir\/\">The value of Palantir, pros and cons of Palantir investment<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2021\/06\/14\/palantir-introduction\/\">What kind of company is Palantir?<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2025\/11\/22\/bet-on-dominant-player\/\">Bet on dominant player, don&#8217;t predict<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2025\/05\/15\/oligopoly-enterprise\/\">The world&#8217;s most well-known oligopoly companies<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2022\/09\/13\/there-are-indeed-monopoly\/\" target=\"_blank\" rel=\"noreferrer noopener\">There are indeed monopoly in this world<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2023\/03\/08\/monopolies-or-oligopolies\/\">How do monopolies or oligopolies work in the real world?<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2023\/02\/23\/industries-with-moat\/\">Industries with moat and going downhill<\/a>&#8220;<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2021\/06\/08\/tech-antitrust-governance\/\" target=\"_blank\" rel=\"noreferrer noopener\">Antitrust and governance faced by Chinese and American technology giants<\/a>\uff02<\/li>\n\n\n\n<li>&#8220;<a href=\"https:\/\/www.granitefirm.com\/blog\/us\/2021\/05\/21\/how-should-investors-view-companies-being-included-in-the-antitrust-investigation-list\/\" target=\"_blank\" rel=\"noreferrer noopener\">Investors should not afraid of antitrust investigation on your holdings<\/a>&#8220;<\/li>\n<\/ul>\n\n\n\n<p><em><strong>Disclaimer<\/strong><\/em><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><em>The content of this site is the author\u2019s personal opinions and is for reference only. I am not responsible for the correctness, opinions, and immediacy of the content and information of the article. Readers must make their own judgments.<\/em><\/li>\n\n\n\n<li><em>I shall not be liable for any damages or other legal liabilities for the direct or indirect losses caused by the readers&#8217; direct or indirect reliance on and reference to the information on this site, or all the responsibilities arising therefrom, as a result of any investment behavior.<\/em><\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Google&#8217;s search engine antitrust ruled out, Lessons learned from the three behemoths  are not far away, history proves that most of them are in vail<\/p>\n","protected":false},"author":1,"featured_media":29114,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[189,1305,191],"tags":[2,97,95,3],"class_list":["post-29103","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-antitrust","category-diversified-conglomerate-group","category-lawsuits","tag-aapl","tag-goog","tag-googl","tag-msft"],"_links":{"self":[{"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/posts\/29103","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/comments?post=29103"}],"version-history":[{"count":32,"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/posts\/29103\/revisions"}],"predecessor-version":[{"id":43128,"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/posts\/29103\/revisions\/43128"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/media\/29114"}],"wp:attachment":[{"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/media?parent=29103"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/categories?post=29103"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.granitefirm.com\/blog\/us\/wp-json\/wp\/v2\/tags?post=29103"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}