In a surprising revelation, Apple’s covert ambition to challenge Google’s search dominance has been in the works for years. While Apple and Google maintain a profitable partnership, with Apple directing its massive user base to Google Search, rumors suggest that Apple has been diligently crafting its own search engine codenamed ‘Pegasus.’
This ambitious project has been overseen by John Giannandrea, a former Google executive who now leads Apple’s machine learning and AI division. ‘Pegasus’ primarily serves as a search engine for Apple’s suite of applications and is gradually extending its reach to more services, including the App Store.
Notably, Apple recently incorporated web search capabilities into Spotlight, a feature that enables users to locate resources and tools across their Apple devices. This move represents a strategic step toward diversifying Apple’s search capabilities.
Apple’s foray into search is not without precedent. In the past, the tech giant relied on Microsoft Bing and Google to power its web search functions. Giannandrea’s team is actively working on integrating Apple’s search features into the iOS and macOS ecosystems, bolstered by generative AI tools.
Apple also harnesses technologies like Applebot, which scours the internet to index websites, leading to more precise search results and providing additional resources through Siri and Spotlight.
Furthermore, Apple boasts an advertising technology team, positioning it closer to Google’s capabilities should it decide to fully develop its own search engine. However, one significant question lingers: why has Apple not made a full-fledged move into the search engine arena?
Eddy Cue, Apple’s Senior Vice President of Services, appears to hold the key to this decision. Cue emphasizes that Apple’s partnership with Google serves its best interests, indicating a preference for collaboration over competition. Apple, historically known for its strategic partnerships, is unlikely to embark on a full-scale search engine endeavor unless circumstances drastically change.
In conclusion, while Apple has quietly nurtured its search capabilities for years, the notion of it directly challenging Google’s search supremacy remains in the shadows, and the tech giant appears content with its existing arrangements. Developing a search engine is a monumental undertaking, and Apple’s current stance suggests it is not yet inclined to enter this behemoth of an arena.
