Dan Gallagher

Investment bank Morgan Stanley published the results of its ninth annual broadband and wireless survey on Oct 18. Among the findings were that only 4% of respondents cited “innovative technology” such as 5G as an important factor in their choice of service. That number was unchanged from the previous year’s survey—despite an unremitting onslaught of marketing from wireless carriers and device makers for the next-gen wireless standard. Customers appear to be driven more by old-fashion promotions than cutting-edge technology.

Wireless carriers clearly believe their own press about 5G. And they are wagering a huge sum to prove it. The latest auction of wireless spectrum licenses by the Federal Communications Commission ended on January 15 with a total of $80.9 billion.

Both companies have long preferred to be vague on the details of their arrangement in which Google pays Apple to be the default search engine on its Safari internet browser. Some $4 billion a year is the most conservative view among analysts who have taken a stab at estimating these payments.

complying with the European Commission’s demand to loosen up requirements for handset makers to pre-install Google’s apps on their phones has the potential to raise the costs that have already been acting as a counterweight to the profit margins for Google’s lucrative search business. For example, the company pays Apple an undisclosed-yet-sizable sum to direct search traffic from its mobile Safari browser.