Apple search engine rumor raises queries
Rumors are spreading that Apple may be working on its own search engine, possible to minimize dealings with Google. But there are several clues that the story may be exaggerated at best.
The most prominent speculation comes from TechCrunch, the technology news section of the Washington Post’s Web site. Writer Michael Arrington writes of “multiple (if thin) reports†of Apple developing its own search engine.
There are two main points that make the idea at least seem logical. First, as of last month 6.57 percent of computers and handheld devices are running Apple’s Safari browser. And unlike many browsers which let you choose a default search engine, the built-in search facility on Safari is locked into Google. (Of course, there’s nothing to stop users simple visiting another site.)
While Apple does receive money from Google as a cut of the ad revenue for results seen by Safari users, it’s possible its user base is large enough that it could make more money by running a search engine and selling advertising directly.
The second factor is that, while the companies haven’t appeared hostile to one another, Google and Apple are clearly in competition in the mobile phone market thanks to the launch of the Android system. Arrington points out that Google chief Eric Schmidt is on the board of Apple and is already excusing himself from board discussions over mobile phones, with reports he may eventually step down altogether.
However, there’s a major note of caution over the idea of an Apple search engine: nobody has heard anything about the firm hiring search specialists. Unless there’s an exceptional level of secrecy being maintained, it’s tough to see how an Apple search engine could even be in the development stage.
At this stage, the most speculation is that the rumors are slightly overblown and Apple is simply working on a more attractive way to present the Google results, particularly for mobile users. That could tie in to a recent Apple patent filing for a technique which presents a browsing history in a visual tree format rather than a linear list.
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