Apple Develops Its Own Search Engine

It is known that Apple is working on its own search service, which will replace the Google search engine.

Google now pays Apple between $10 billion and $12 billion a year to remain the default search engine for Apple devices. That's about 20% of Apple's service revenue. But this deal will soon expire, and the US Department of Justice's antitrust case against Google could prevent its extension. Recently, the US Department of Justice has filed a lawsuit against Google over anti-competitive practices.

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The Internet ProtocolIvan Tkachenko

Apple has previously taken steps to stop using the Google search service. In 2014, it became known about the search bot Applebot, which has since crawled the Internet and has recently significantly increased its crawling speed.

In addition, about three years ago, Apple poached Google's Search and Artificial Intelligence chief John Giannandrea. He is currently senior vice president of strategy for machine learning and artificial intelligence at Apple.

It's still unknown what shape Apple's search engine might take. Will it be enhanced Spotlight on iOS and macOS devices, or will it be a full-fledged site like Google.com? But it is already known that Apple may face some privacy issues.

Also, it is unclear how Apple can create a successful search engine without creating user profiles based on their browsing habits and browsing history or using stored customer data on the iPhone to improve and personalize search results.