SEARCH: APPLE COULD RIVAL GOOGLE WITH NEW INDEXING SERVICE

As antitrust battles continue to dominate Silicon Valley, Apple is using its initiative, planning for a future where multibillion-dollar tie-ups aren’t acceptable.

In a perhaps surprising move, the Cupertino company has reportedly begun ramping up efforts to launch its own search engine tech to rival that of Google’s, a course of action that could change the face of search.

SEARCH HISTORY: THE APPLE AND GOOGLE DEAL

For a number of years, consumers have been complaining that Siri just doesn’t come close to rival smart assistants like Google Assistant and Amazon Echo, and it’s clear to see why. It might be true that Apple spearheaded the smart speaker and assistant market when Siri was added to iPhones back in 2011, but the truth is that the company has failed to invest enough to build an assistant for the future. HomePod explains it; Apple has since introduced a new low-cost $99 HomePod mini, but the original device struggled to find a place in the market, mostly because Siri doesn’t offer the computational power or search performance as its rivals. The company insists that it’s investing billions of dollars into Siri every year, and it does innovate from time-to-time with new features, but nobody can deny Apple took its foot off the gas when it comes to search, and it’s now paying an expensive game of catch-up.