Apple Is Threatening to Challenge Alphabet's Empire: Is the Stock a Buy?
Apple could be looking to reinvent its Safari search engine through AI.Focus on the big pictureIt's worth pointing out that Microsoft tried something similar last year. It infused its search engine, Bing, with AI capabilities in a bid to dethrone Alphabet. However, Google continues to reign supreme, with a runaway 90% share of the search market. In my view, Apple wouldn't find much more success than Microsoft did in challenging Google. For one, Alphabet has already added an AI overview to its search results. Second, Google benefits from an incredibly powerful brand name in search.There is an important point to note, though. If anyone could challenge Alphabet, it might be Apple because of its massive installed base. The company's monetization initiatives won't all be successful; in my view, this one wouldn't be. But the fact that it has a giant ecosystem to monetize is a major strength. That's why Apple's services segment continues to make headway. It has more than a billion paid subscr