Apple is known for embarking on new projects that dramatically change the market and reshape the customer experience.
One of the most controversial (unconfirmed) projects is a new search engine platform that has the potential to change market dynamics and challenge Google’s dominance.
Here’s what we know about Apple’s potential start-up.
Why should Apple be interested in starting a search engine?
Google currently leads the program market with an 86.6% market share in 2020, the corporate generated $181 billion in sales. Most search engine revenue is generated thro nough advertising, and this is a big reason why other tech giants like Apple. They are trying to break into the market and look for opportunities for that growth.
Google is Apple’s default search engine for all Safari platforms and connects the two companies in a partnership. Which often means they both have legal non-competition clauses, especially when concerns about policies and practices are raised.
Google recently tackled legal issues related to allegations by the US Department of Justice that the company favored its services over competitors who were more specialized in search results. However, this is the kind of attention any brand is most likely to avoid and may be the reason for Apple’s attempts to distance itself from Google by creating its own search engine service.
Apple vs. Google
To maintain its position in Apple’s default search engine Safari, Google invested a significant amount – reportedly up to $12 billion per year – and the investment was well worth it, as Apple’s Safari is currently the most popular mobile browser in the US at 54%. , followed by Google Chrome. If Apple decides to continue to develop a search engine that competes with their service, Google will find itself in a difficult position. Apple will also be affected by the loss of Google’s investment.
On the other hand, Apple’s unprecedented popularity among consumers gives experts the confidence to say that the search engine developed by Apple can change the game and firmly establish the smartphone giant as an influential competitor to Google.
For SEO companies, this will create a need for new strategies and approaches to search engine optimization that will ensure good rankings for Apple. The difference between Apple and Google is that the former focuses on website optimization practices to rank in the top results in Apple search results.
Obviously, the trial wasn’t enough to come to the conclusion that Apple wanted to develop its own search platform. Even so, the company is involved in projects that show such intentions:
Apple is hiring search engineers
The recruitment of John Gianandrea, former head of Google search, from Apple became reason for experts to comment on the company’s alleged intention to develop its own search engine.
Giannandrea joined the Apple team in 2018 and has since led the machine learning and AI strategy for the brand. As part of the executive team, his work focuses on products such as Core ML for iOS app developers. And custom AI chips that are reportedly in development. In addition, Apple has registered more than 150 jobs for its Siri team, which is another indicator that the company is preparing for something big.
Applebot Apple has increased crawling activity
Applebot is a giant web robot for features like Siri and its iOS/macOS Spotlight offering. The robot introduced in 2014 had a few obscure features, but recently that has changed.
According to reports, Applebot’s activity has spiked significantly recently. And the robot appears on many of the company’s websites – indicating that Apple is likely preparing for a major event.
Latest Applebot support update
In July 2020, Apple released information about the latest update for its web robot. The changes posted on Applebot’s support page sparked discussion about how similar they are to the details Google provides for webmasters and SEOs.
Here are some of the factors Applebot now uses to rank search results:
- Website design
- Number and quality of feedback
- Cumulative user engagement
- Relevance of search to website content
- User location
iOS introduces search function
iOS 14 includes a feature that allows users to access search results directly from Spotlight Search, designed as a single destination for finding and launching apps, contacts, and files.
The most relevant search results appear at the top of the search interface with suggestions provided when the user starts typing.
Unlike previous versions, where the query was opened in Safari and displayed as a result on Google, search results. In iOS14 were displayed directly in Spotlight search, ignoring Google completely.
Apple’s search engine will likely become a more personalized data centre, deeper integration with the operating system, and completely private.
This will benefit users as they not only continue to rely on storing their personal information. But also integrate the service with their iCloud data and provide results based on news, photos, events, music and other personal interests, third-party applications, and compromises. In their privacy.
For example, Apple currently offers users not only content based on what they click on. But also content on topics that they spend most of their time watching or reading.
Damaging side effects
With the latest iOS 14 update, Apple search has started replacing Google search results with its own search results. Most iOS users hardly notice the changes for all of the above reasons. But this silent exchange doesn’t come without its own challenges. By default, Apple uses its search engine instead of Google on its devices.
Apple will be open to criticism of monopolies from competition committees in various markets. It’s also likely to disrupt the advertising industry, which may be losing out on Apple’s customer reach.
Apple’s customer base is desirable because of its above-average purchasing power. And by making it easier for consumers to avoid search ads. Apple can easily make tectonic changes in the advertising industry as a whole.
Google’s dominance in internet search won’t end with Apple’s attack. But it will surely weaken as consumer preferences for privacy increase. Because Google’s business model is drastically different from Apple’s, the search giant will most likely have to learn to live comfortably with its rival search engine rather than compete with it.