Analyst: Apple should buy DuckDuckGo search engine

In a new note to clients, Bernstein analyst Toni Sacconaghi suggests that Apple should buy DuckDuckGo, the search engine which he values at around $1 billion, in order to gain lucrative ad money and put pressure on Google.

Apple should buy DuckDuckGo search engine

Brandy Betz for Seeking Alpha:

In a research note, Sacconaghi notes that Google could break ties with Apple rather than pay the $7-8B per year to be the default search engine for iOS.

The analyst thinks Google has stayed with Apple to keep Microsoft from stepping into the vacated deal.

Google would also have to walk away from the roughly $15B in profits it gets from iOS.

MacDailyNews Take: As we wrote over six years ago, referring to Steve Jobs’ vow to go nuclear on Google over the stolen product of Android, about the idea that Apple should buy DuckDuckGo “If you really want to wage thermonuclear war, wage thermonuclear war.”

Plus, it has a stupid name that just begs to be changed to “Apple Search.” It’s perfect for Apple!MacDailyNews, June 19, 2015

If you haven’t already, give DuckDuckGo a try today!

Apple allows users to easily switch to the privacy-respecting DuckDuckGo search engine in Safari:

1. Click Safari in the top menu bar.
2. Select Preferences.
3. Click on Search.
4. Select DuckDuckGo.

1. Open Settings.
2. Navigate and tap on Safari.
3. Tap on Search Engine.
4. Select DuckDuckGo.


  1. DDG is brilliant. Used it for years.
    However I would question why Apple would try to buy that given that they would lose 8BB a year from Google. Unless they really think they could earn enough from DDG by making it a default on iOS and Mac devices.

      1. Better point.

        In the long run they would save billions a year paying the enemy and making it up in advertising and possibly more.

        Yes, change the name a no brainer, make it so…

  2. I haven’t used it in a while, but when I did I found that the results weren’t nearly as comprehensive or useful as Google’s — especially when it came to image search (I work in graphic design). I should probably give it another try…

  3. DDG, not the missile guided destroyer, is a great search engine. It’s been my default search engine for close to 10 years. I’ve also started using They claim they are the most private search engine. So far so good. Will see.

  4. No, absolutely not! Apple should not buy DDG It will destroy it.

    Like everything Apple touches, it will be turned into a political tool for the left.

        1. It seems that even those who worked for the current fascist in the White House are now coming out and saying it. How dumb can you be to call someone you think is left wing a Fascist?

          The President want to censor everyone, you agree with him, I’m sure.

  5. DGG is a fair search engine. But because of choices made by them, it’s not really strongly competitive with Google or even Bing. I’ve tried it a number of times. I even have their terrible browser on my iPad here. Apple would have to make numerous improvements, which would take time, and a lot of money.

    Is it worth it? Hard to say. But before Google went public, they were trying to sell the company for $5 billion. Apple didn’t have a lot of money back then. But Apple and Google were very close. The world would be a different place if Apple and Google merged.

  6. Gary has it exactly right. Apple’s SJW M.O might ruin DDG. I’ve used it for many years and I don’t care if Giggle yields more results. It’s not worth the rest of the crap one suffers when using the EricSchitt spy machine.

    And MelGross; your sellout of privacy is gross. That’s one of the few areas where France has it right—no company or individual has permission to use or sell your personal info/data. Estimates are that the annual value of the average internet user’s data stolen by these companies is between $24,000 and $30,000. And what do YOU get? I bit more thorough return on your searches. Enjoy your foolishness.

  7. The only compelling reason for Apple to buy DDG is to deny Giggle the default search engine position in Safari. I support the purchase/merger of the two for that reason. Tell Giggles that “we don’t need your $8billion any more.” Let them suffer an enormous revenue loss and become dependent on MicroShaft for their customers. Ha ha.

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