Apple Search - The efforts to replace and surpass the Google service

As Apple increasingly looks to find ways to boost its services revenue and encourage customers to move away from exploitative ad-backed platforms like Facebook, the firm is reportedly on the verge of announcing its own supercharged search engine to rival Google.

A “SILENT WAR” WITH GOOGLE

It’s no secret that Google and Apple aren’t best friends. Now, according to a new report, two former engineers at Apple have revealed the tech giant holds a grudge against Google due to the alleged copying of iOS by Android. The two tech giants have been competitors in the smartphone market since Google introduced and popularized the Android operating system in the 2000s. This led to an infamous declaration of “thermonuclear war” against Google by Apple co-founder Steve Jobs, who accused Android of being a “stolen product” that mimicked iOS. Apple is keen to expand its market share in three key areas: Maps, search, and advertising, and as Apple ramps up its plans to dominate the tech sector and find ways to manufacture growth as its hardware sales fall, Google could be the company’s next target.

Indeed, we’ve already seen the damage Apple has caused to platforms like Facebook, Instagram, and Twitter when it made its controversial iOS ad tracking changes, and now it seems the same will become true for Google. Apple has a distinct advantage in this regard, as it has adopted a privacy-centric approach to software and marketing, aligning well with its privacy policy introduced in April 2021. Since the policy was introduced, shares in companies such as Facebook and Snap have fallen by 58% and 84%, respectively. It has become more difficult for them to build user profiles and track user behavior from app to app.