Among many search engines out there, Google remains the top choice, and it is also the one used most widely. Billions of devices have Google Search as their default search engine, including those manufactured by Apple.
But Apple isn’t a fan of using third-party technologies on its products. In fact, the Cupertino company has reportedly been hard at work developing its own search engine that could replace Google as the preferred option on its devices.
Apple already uses its search tech in some apps
Bloomberg’s Mark Gurman reports Apple has been “tinkering with search technology for years.” The report suggests the iPhone maker still has a long way to go, but if its internal search technology ever gets into tiptop shape, Apple users will enjoy a more integrated and private solution compared with Google.
Apple is already testing smaller use cases of its search technology in some of its apps, says the report. Apple’s search efforts can be clearly seen in Spotlight, which helps users find things across their devices.
“A couple of iOS and macOS versions ago, Apple started adding web search results to this tool, pointing users directly to sites that might answer their questions. At different points in time, those results were powered by either Microsoft Corp.’s Bing or Alphabet Inc.’s Google. Siri also uses that technology to offer up web results,” reads the Bloomberg report.
Apple’s interest in search technology is also evident by its rumored meetings with Microsoft for the purchase of the Bing search engine. Although the Cupertino company didn’t go ahead with the purchase, the exploratory talks affirmed its interest.
If Apple actually replaces Google in its products, the latter will see a significant loss in its revenue. After all, there are billions of Apple products, including iPhones, iPads, and MacBooks that use the Mountain View company’s search technologies. Interstingly, Bloomberg says Apple gets a cut of Google’s search ad revenue, a commission that has brought in roughly $8 billion annually in recent years.
