Google is working to reduce its reliance on Apple’s Safari browser for search traffic from iPhones amid an ongoing U.S. Department of Justice (DOJ) investigation into its dominance in the search engine industry, as reported by The Information via 9to5Mac.

Part of the DOJ case against Google revolves around its revenue-sharing agreement with Apple to serve as the default search engine on iPhones. Google pays Apple more than $20 billion annually for this arrangement, which has raised concerns about limiting competition in the search engine market.

While Apple is not directly involved in the lawsuit, key executives like Eddy Cue have been called to testify. The outcome of the antitrust ruling could potentially impact the deal between Google and Apple.

Google has been striving to persuade iPhone users to switch to either Google or Chrome apps for their searches as a way to protect itself against potential regulatory threats. However, shifting search traffic from Safari to its own apps has proven challenging due to Safari being pre-installed on Apple devices.

Despite efforts to increase the percentage of iPhone searches conducted through Google apps, progress has stalled in recent years. Google’s goal of reaching 50% by 2030 now appears less feasible, raising doubts about the effectiveness of its strategy.

Earlier this year, Google brought on board executive Robby Stein to lead initiatives aimed at encouraging iOS users to use Google apps for searches. Plans were even considered to withhold AI Overviews feature from Safari but were eventually abandoned.

As Google continues its efforts to gain a larger share of iOS search traffic, uncertainties loom over how the DOJ investigation will impact its partnership with Apple. A decision on the antitrust case is anticipated in the coming months.

In conclusion, Google’s quest to diversify search traffic sources highlights ongoing challenges in navigating competitive landscapes and regulatory environments within the telecommunications industry. Stay tuned for updates on how these developments will shape future collaborations between tech giants like Google and Apple.