- Apple now shows its own results through a search box on iPhone home screens
- This update to iOS 14 is to rival Google
- Google has been iPhone’s default search engine for more than 10 years
Apple 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.
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.
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.
Why did Apple develop an alternative to google search?
Apple has increased its efforts to develop its own search technology as competition authorities in the U.S. and Europe. Which question its deal with Google which pays Apple billions of dollars a year to make its search engine the default option on Apple devices.
iOS 14 nudged apart Google for sure search capabilities. Queries made within the search window accessed by swiping proper from the iPhone’s house display screen. which Apple calls the “Right now View” presents an Apple-generated record of search solutions fairly than Google outcomes.
Why is Google’s Deal with Apple under threat?
Google currently pays Apple an estimated $8-12 billion per year to be the default search engine on iOS devices. Earlier the sum was estimated at a little under $10 billion – around 20% of the company’s Services income for the year. However, antitrust regulators are now putting this deal in the spotlight and argues that it may be anticompetitive.
Nearly half of Google’s search traffic comes from Apple devices. According to the Justice Department, and the prospect of losing the Apple deal. It has been described as a “code red” scenario inside the company. When iPhone users search on Google, they see the search ads that drive Google’s business. They can also find their way to other Google products, like YouTube.
preventing Google from entering into deals like the one it made with Apple, argues that the arrangement has unfairly helped make Google, which handles 92% of the world’s internet searches, the center of consumers’ online lives.