Apple is developing its own search engine ``Pegasus'' and plans to introduce it to the App Store soon, and it has the potential to replace not only the app's search function but also Google search.
Mark Garman of Bloomberg, who is well-known for Apple-related leak information, reports that Apple is developing its own search engine, Pegasus .
Could Apple Replace Google With Own Search Engine? It's Possible, but Unlikely - Bloomberg
Apple plans to upgrade the App Store's search engine, and it might not stop there - The Verge
https://www.theverge.com/2023/10/1/23898280/apple-google-pegasus-search-engine-competition-generative-ai
For years, Apple has used Google Search as the default search engine in Safari, the browser that comes preinstalled on its devices. Google paid Apple a huge sum of $4 billion (about 600 billion yen) to $7 billion (about 1.5 trillion yen) in 2020 to have Safari's search engine use Google search. has become clear.
``Amount paid by Google to become the iPhone's default search engine'' is mentioned in antitrust lawsuit and Apple's lawyer protests - GIGAZINE
Apple makes a lot of money every year by making Google search the default search engine for Safari. On the other hand, Apple has adopted a strategy of developing everything in-house, including hardware and software. If Apple switches Safari's default search engine to its own search engine, it would be possible to switch the advertisements displayed when searching in the browser to the company's own advertising space, which would make it possible to use Google's own advertising space. It will be possible to obtain a new source of funding that is not dependent on contracts.
Even if Apple cannot build a search engine comparable to Google Search, there is certainly an advantage to developing Safari's default search engine independently if it can generate a certain amount of advertising revenue. However, regarding the possibility of this happening, Garman said it is ``very unlikely.''
Still, if Apple develops a search engine to replace Google Search, it could use it to improve off-web search capabilities without making it Safari's default search engine, or it could use it to improve its non-web search capabilities, or 'Use Google Search as the Default Search Engine' Garman points out that it can also be used to negotiate the price of a contract.
Apple has built its own search engines for apps and features such as the App Store, Maps, Apple TV, News, and
John Gianandrea, a former Google executive who currently oversees the development of machine learning and artificial intelligence (AI) at Apple, is developing Apple's own search engine. The code name of the search engine developed by the team led by Mr. Gianandrea is ``Pegasus'', and by using this it seems that it will be possible to display search results more accurately in various applications. Pegasus is already available in some Apple apps, and will soon be available in more apps, including the App Store.
One of the features that benefits from Pegasus is the in-device search function Spotlight. Spotlight is a feature that can be used on iOS and macOS and displays whether data matching the entered keyword exists on the device or on the Internet.
In addition to this, the development team led by Gianandrea is also considering deeply integrating the search engine into iOS and macOS, and considering whether it can be further enhanced with generative AI tools.
Apple has been introducing a web crawler called Applebot for several years, which, like similar crawlers from Google and Microsoft, scours the Internet and indexes search results and websites. Applebot is primarily used to find websites to present to users with Siri and Spotlight.
Apple also has its own advertising technology team, and uses the technology developed by that team to introduce search advertising features to the App Store. Apple also distributes ads in apps such as news, stock prices, and weather. In other words, Apple's advertising team already has the technology and customers needed to place ads in web search.
In other words, Apple already has the technology necessary to build its own search engine to replace Google search. However, it has been pointed out that Pegasus, which is being developed by Apple, is a technology that is the basis of Spotlight and the search function of the application, and has limitations compared to what Google search can do.
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