Apple Reportedly Steps up Effort to Build Google Search Alternative

Apple Reportedly Steps up Effort to the Build Google Search Alternative

Apple has softly stepped up its efforts to develop its own iPhone search technology, according to the Financial Times report, as regulators scrutinize the multibillion-dollar payments that Google makes every year to ensure that its search engine is installed as a default search tool.

 When iPhone users with iOS 14, the latest iPhone software, type a query in the search window, Apple now displays its own search results instead of Google’s. It also displays suggestions for auto-complete style, Highlighting how users learn the most common search queries. It also displays auto-complete style suggestions, but few are likely to notice the change. 

Apple’s in-house search offer would provide the company with an alternative to Google search if the authorities decide to block the partnership with Alphabet. The DOJ case added urgency to Apple’s search efforts, according to FT, which cites search marketing experts who say that Applebot ‘s web crawler used to build an online material database has recently become more active.

Apple has recruited a number of search experts over the last few years. The Cupertino-based company hired Google’s search manager, John Giannandrea, in April 2018, and Apple has also relatively frequently posted job advertisements for search engineers.

Apple and Google did not respond immediately to CNBC’s request for comments. The FT said that Apple refused to comment

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