Apple Is Apparently Working On A Search Engine To Take On Google
By Alexa Heah, 21 Dec 2022
It appears Apple could be working on an online search engine that may rival the likes of Google, according to a report from The Information.
Back in 2018, the technology giant had tried to develop its own web search engine by acquiring machine learning firm Laserlike, founded by three former Google employees, which helped recommend websites based on users’ interests and browsing histories.
Along the way, it seems the plan hit a snag, with the founders returning to work at Google. Now, Apple seems poised to try again. Its search team is believed to comprise at least 200 employees behind features like Spotlight, Siri Suggestions, and the answers provided by Siri.
Naturally, coming up with a competitor to the behemoth that is Google isn’t a simple task, and a source that spoke to the publication revealed that it could take at least four years before the company comes out with an outright replacement for the ubiquitous search engine.
At the moment, Google pays Apple an estimated US$15 billion annually to remain as the default search engine on iOS devices. Apple’s attempt at developing its own search engine could act as leverage in the meantime, granting it more leeway in negotiations over the fee Google pays.
Additionally, Apple is looking into building out the technology it currently uses to power searches in Apple Music and the App Store, according to the report. While the function is typically used to determine the recommendation algorithm of Apple News, its scope could be expanded in the near future.
The publication reports that one of the technology firm’s foremost priorities is upgrading Spotlight so it can handle “over 100 times more” queries than it does at the moment. Will Apple succeed at creating a worthy Google Search opponent?
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