Apple has the capacity to launch its own search engine as a possible Google replacement. Furthermore, according to a report by Mark Gurman, the renowned analyst who analyses all things Apple, Microsoft even spoke with Apple about a potential partnership in implementing this notion.
According to Gruman, Apple has been working on creating its own search engine for its smartphones as a possible Google replacement for years.
Does Apple intend to supplant Google in search ?
The reason for this thought is because one of the most commonly used functions on smartphones, tablets, and laptops is the search functionality. The fundamental technology that support Apple’s products have long been under its control.
The financial stakes are also high because Apple now receives a portion of Google’s search ad income, which has recently totaled around $8 billion yearly. If Apple can effectively launch its own search engine and monetize advertising and search spaces at a rate comparable to Google, it might possibly produce money on par with the Apple Watch.
Even though it’s still a difficult task, Apple might increase its income by internalising search even if it can’t directly compete with Google.
Apple has been experimenting with search technologies for a while now since it is fully aware of these prospects. Benefits from these initiatives go beyond simply starting a Google substitute. They allow Apple to improve its non-web search capabilities and act as a useful negotiating tool in price talks with Google.
While Google dominates the search market, it is still reliant on Apple and its sizable user base. As long as their arrangement is still in effect, Apple has a reason to point its consumers in the direction of Google. Increased Google search marketing results in greater income for Apple. However, once developed, Apple’s own search technology could be able to provide users with a solution that is more private and integrated than Google. With Apple’s search engines for services like the App Store, Maps, Apple TV, and News, the public has already caught glimpses of this.
Apple's internal search engine is called Pegasus
Former Google executive John Giannandrea is in charge of Apple’s machine learning and AI and manages a sizable staff devoted to Apple Search. His team has been working on “Pegasus,” a cutting-edge search engine for Apple applications, for a number of years. Although certain Apple apps already use this technology, it is planned for wider use, including in the App Store.
The feature Spotlight, which helps users discover material on all of their devices, is the most convincing example of Apple’s search efforts. Apple started embedding online search results into Spotlight a few iOS and macOS versions ago, pointing users to websites that can respond to their questions. This method is also used by Siri for online results.
The team led by Giannandrea is aggressively striving to improve the iOS and macOS search experiences by further integrating Apple’s search functions.
Apple launched Applebot, a web crawler, a few years ago. Like Google and Microsoft’s crawlers, Applebot analyses websites for future search results. It helps to find websites that users can be shown using Siri and Spotlight.
Apple still has a staff dedicated to advertising technologies, which may be helpful if its search aspirations grow. This team oversees the App Store’s search ad features, delivers advertisements in Apple News, the stocks and weather applications, and negotiates ad contracts for live sports streaming. It has the expertise and abilities required to build an online search advertising organisation from the ground up.