Apple is reportedly gearing up to introduce its own search engine, codenamed “Pegasus,” across its various platforms, including the App Store. According to Mark Gurman from Bloomberg, the tech giant intends to integrate this internal search engine more deeply into its iOS and macOS systems. Spearheaded by John Giannandrea, a former Google executive, Apple’s search team is also exploring the potential of leveraging generative AI tools to enhance the capabilities of its search engine.
To strengthen its information database and give competition to Google, Apple had launched a tool called Business Connect last year. This tool provides businesses’ details such as hours and locations. By incorporating this information into its search engine, Apple aims to offer a more comprehensive search experience to its users.
While Apple’s search engine may not match the power of Google’s search engine, the company’s robust App Store ads business could be a key resource in its foray into the search engine market. Apple has successfully integrated ads into its other apps like Apple News and Weather, generating significant revenue. This existing advertising infrastructure could potentially fuel the launch of its own search engine.
With the combination of its existing tools and capabilities, Apple’s entry into the search engine market might happen sooner than expected. The company seems to be well-positioned to leverage its internal resources, such as data from its immense user base and the established App Store ecosystem, to deliver a competitive search experience for its customers.
With Apple’s reputation for prioritizing user privacy, there is a possibility that the company’s search engine could also offer users a more privacy-focused alternative to existing search engines. This could be a significant draw for privacy-conscious users who are looking for an alternative to the data-hungry practices of other tech giants.
While Apple has not officially confirmed the details of its search engine plans, the combination of rumors, ongoing developments in its search team, and its existing resources suggest that this move into the search engine market is imminent. If Apple successfully introduces its search engine, it could open up a new phase of competition within the already fiercely contested search engine industry.
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