Technology and Innovation: Apple’s Alternative to Google Search


According to a recent report by The Financial Times, Apple is increasing its efforts in developing its own search engine for iPhones. This could be a viable alternative to Google’s search engine. 

The report noted that users with iOS 14 on their iPhones get shown Apple’s own search results as opposed to Google’s own. The new software update also includes suggestions for users who wish to auto-complete their queries. This indicates that the technology is learning the most common searches from its users. 

Such a new search capability also calls attention to advances to Apple in terms of in-house development, according to the report. The report then noted that approximately two and half years ago, the Silicon Valley company poached John Giannandrea, who was the head of search at Google. 

As for in-house search capability, the report noted that urgency was added to the initiative due to a case that was launched in October 2020 by the U.S. Department of Justice. 

The case pertained to Google’s payments to Apple in terms of having Google be the default search engine tool for iPhones. The U.S. Department of Justice cited “public estimates” indicating that such payments to Apple were between $8 billion and $12 billion per year. 

Additionally, according to The Financial Times, marketing experts noticed increased activity from Applebot. Applebot is a web crawler that is used to create search engines via a database of online material. 

In recent years, the Silicon Valley company has hired numerous search experts. In addition to Giannandrea, advertisements for Apple positions have been posted frequently. 

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