In the realm of search engines, Google reigns supreme, holding the position of the most widely used and favored option. A multitude of devices across the globe employs Google Search as their default search engine, including those from the tech giant Apple. However, Apple is known for its preference for self-reliance when it comes to technology integration in its products. Recent reports suggest that Cupertino’s tech behemoth has been diligently working on an in-house search engine, possibly to replace Google as the default search option on its devices.
Apple’s ongoing endeavors in the search technology domain have been unveiled by Bloomberg’s tech correspondent, Mark Gurman. While the development of Apple’s proprietary search technology is still a work in progress, it promises to offer users a more integrated and private search solution compared to Google if it reaches its pinnacle.
The report indicates that Apple has already initiated testing of its search technology in certain applications. One clear manifestation of Apple’s search aspirations is observed in its Spotlight feature, which assists users in locating items across their Apple devices. Spotlight has incorporated web search results, directing users to websites that can provide answers to their queries. Interestingly, these web results have been powered by Microsoft’s Bing and Alphabet’s Google at different points in time. Siri, Apple’s voice assistant, also harnesses this technology to offer web-based search results.
Apple’s enthusiasm for search technology is further underscored by its rumored negotiations with Microsoft regarding the acquisition of the Bing search engine. Although the acquisition did not materialize, it underscores Apple’s deep interest in this sector.
If Apple indeed replaces Google with its own search engine in its products, it would signify a substantial revenue loss for the latter. Google’s search technologies are integrated into billions of Apple products, spanning iPhones, iPads, and MacBooks. Notably, Apple currently receives a portion of Google’s search advertising revenue, a commission that has consistently generated approximately $8 billion in annual revenue in recent years.
