January 15, 2021

New Search Engines From Apple?

By Sona Mathews

It's time again: After unsuccessful attempts by Microsoft, the French search engines Qwant and the alleged Google killer Cuil, we can finally be happy about some competition for Google's search engine. Because in the last few days more and more speculations about Apple's new search engines are surfacing. Apple has been working in the background on its own search engine for several years now. It is still unclear, however, whether this is just an integrated search for Siri and Spotlight, 4besnews or whether Apple is actually taking the step into the web with its own search engine. Two and a half years ago, Apple poached Google search Chief John Giannandrea. The recruitment was supposed to strengthen his artificial intelligence skills and his virtual assistant Siri, but also brought eight years of experience in running the world's most popular search engine.

Bit by bit, Siri's search functionality and also the integrated Spotlight search in OS X was extended to the web, thus increasingly bypassing a search on Google. While Google continues to pay billions of dollars annually to integrate as the default search engine in Apple's iPhone and iPad operating systems, Apple is far from dependent on the money from Mountain view. F9news After all, they themselves have several billion US dollars in reserves in their accounts, which should easily suffice to develop the necessary technologies.

Apple is now apparently stepping up its efforts to develop its own search technology, since after the lawsuit by the US antitrust authorities there is now apparently a threat of legal action that could prohibit Google's multi-billion dollar payments to Apple, which will make Google the standard search engine on the iPhone.According to DOJ, this integration secures about half of Google's US traffic and up to 20% of Apple's profits!In Europe, too, there has been a lot of antitrust and regulatory activity around standard search on Android devices lately. Google was forced to create a "search selection" screen for Android users when setting up a new device. While this is controversial, it should give users the opportunity to choose an alternative to Google and increase the market share of competitors. However, this does not mean that this will actually happen. Although there is a choice of search engines on the iPhone, namely Google, Bing, Yahoo or DuckDuckGo, the overwhelming majority of users do not choose any of these alternatives.

In recent years, Apple has managed to position itself as a secure, privacy-sensitive choice and from this corner could convince one or two customers of the advantages of its own search technology.In a previously little-noticed change in the latest version of the iPhone operating system, iOS 14, Apple has now begun to display its own search results and link directly to websites.The fact that Apple shows ambitions to offer practical search solutions itself is nothing new. And with the Spotlight search suggestions and the language assistance software Siri, Apple has at least partially succeeded in replacing Google search on the iPhone. There has also been speculation about Apple's own search engine for years. But a complete detachment from Google was unthinkable until recently. But now the company seems to be considering this possibility after all.

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