Bloomberg reports that Apple is planning to overhaul its App Store search engine, and that the company may even be considering launching its own search engine altogether.
The report, by Mark Gurman, says that Apple is working on a number of changes to its search engine, including:
- Using its powerful internal search engine, codenamed "Pegasus," to power the App Store search experience
- Adding generative AI tools to improve the accuracy and relevance of search results
- Baking the search engine more deeply into iOS and macOS
- Expanding search to include more content, such as business information and app store reviews
Gurman says that Apple has a number of reasons to consider launching its own search engine. First, the company's current search engine, Spotlight, is not as powerful as Google's. Second, Apple has a robust App Store ads business that could benefit from a more powerful search engine. Third, Apple could use a search engine to compete more effectively with Google on other platforms, such as the web and the cloud.
However, it is still unclear whether Apple will actually launch its own search engine. Apple executive Eddy Cue has said in the past that the company does not need to make its own search engine. Additionally, Apple reportedly turned down an offer to buy Bing from Microsoft in 2020.
If Apple does launch its own search engine, it could pose a serious threat to Google. Apple has a large installed base of users, and the company is known for its high standards for quality and privacy.
Potential benefits of an Apple search engine:
- More accurate and relevant search results: Apple's search engine could be more accurate and relevant than Google's, thanks to its use of generative AI tools and its deep integration with iOS and macOS.
- More personalized search experience: Apple could use its knowledge of its users' habits and preferences to deliver a more personalized search experience.
- More privacy-focused search: Apple could focus on privacy more than Google does, giving users more control over their data.
Potential drawbacks of an Apple search engine:
- Reduced competition: If Apple launches its own search engine, it could reduce competition in the search market.
- Potential for bias: Apple could be accused of biasing its search results in favor of its own products and services.
- Technical challenges: Launching a new search engine is a complex and challenging task.
Overall, the potential benefits and drawbacks of an Apple search engine are still unclear. However, it is clear that Apple is serious about improving its search capabilities. If Apple does launch its own search engine, it will be a major event in the tech industry.