Apple contemplating replacing Google with in-house search engine

Google's dominance as the top choice for search engines on billions of devices, including Apple products, may be facing a potential shift. Reports suggest that Apple has been quietly working on its own search engine technology, with the aim of potentially replacing Google as the default option on its devices. 

Apple contemplating replacing Google with in-house search engine

According to Bloomberg's Mark Gurman, Apple has been exploring search technology for some time. While it's acknowledged that Apple's search technology is still a work in progress, if it reaches maturity, Apple users could benefit from a more tightly integrated and private search solution compared to Google.

The report indicates that Apple is already testing its search technology in select apps, notably in Spotlight, which assists users in finding items across their devices. In recent iOS and macOS updates, Apple began incorporating web search results into Spotlight, guiding users directly to websites that can provide answers to their queries. These results have been powered by either Microsoft's Bing or Google at various times. Siri also leverages this technology to offer web search results.

Apple's interest in search technology has been further evidenced by rumored discussions with Microsoft about potentially acquiring the Bing search engine, even though no deal materialized. These discussions underscore Apple's commitment to exploring alternatives to Google's search technology.

If Apple were to replace Google with its own search engine on its products, it could represent a substantial revenue loss for Google. Currently, billions of Apple devices, including iPhones, iPads, and MacBooks, rely on Google's search technologies. Notably, Apple has been reported to receive a share of Google's search advertising revenue, generating approximately $8 billion annually in recent years. 

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