Apple Cements Google's Position as the King of Mobile Search

The shift to mobile was a major challenge for Google. Many investors worried that lower average ad prices, compared to desktop ads, would put a major damper on revenue growth for the Alphabet (NASDAQ: GOOG) (NASDAQ: GOOGL) subsidiary. But Google has met that challenge, and now mobile is one of the company's biggest strengths.

Apple (NASDAQ: AAPL) reinforced that strength when it switched the search engine behind Siri and Spotlight to Google in order "to have a consistent web search experience with the default in Safari," according to a statement from Apple. Microsoft's (NASDAQ: MSFT) Bing had powered Siri since 2013.

The move is less about the potential revenue shift from the change in Siri (which is not that significant for Google) than it is about establishing Google as the king of mobile search: Apple is endorsing Google as a better user experience than Bing.

Source: Fool.com