The Silicon Valley company is notoriously secretive about its internal projects, but the move adds to growing evidence that it is working to build a rival to Google’s search engine.
That web search capability marks an important advance in Apple’s in-house development and could form the foundation of a fuller attack on Google, according to several people in the industry. In a little-noticed change to the latest version of the iPhone operating system, iOS 14, Apple has begun to show its own search results and link directly to websites when users type queries from its home screen. In fact, the change can be seen in the recently released iPhone operating system, iOS 14 where the Cupertino giant an Apple-generated list of search suggestions rather than Google results when users search on their home screen.Īpple is stepping up efforts to develop its own search technology as US antitrust authorities threaten multibillion-dollar payments that Google makes to secure prime placement of its engine on the iPhone. The regulators said that Apple received a lion’s share of this payment, while Google secured dominant position in the search engine market, particularly on the majority of mobile devices in the UK.Īll these factors have pushed Apple to develop its own search engine.
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