Will Apple build its own search engine?


The answer is no, according to Silicon Alley Insider. There are too many options in the search market today, so that building a new search engine is not that easy. Another reason: The company is getting over US$100 million anually from Google, since Google is the default search engine in Safari.

For Apple, that’s not a lot of money. But, it’s enough that it doesn’t make sense for Apple to put considerable resources towards building its own Internet search engine. And, if Apple wanted more money or options, there’s Microsoft — with Bing and a big checkbook.


  1. There is no point in them doing so, at least Safari has a good code base, and also, the regular user, the one who WOULD use an Apple search would never notice the change. And if they were to do that, not being noticed would take much value out of it, Apple is all about its brand name

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