Google could use some competition. No, not more advertising competition. Facebook and Bing and Amazon provide that, though one can argue Microsoft’s search engine prowess is nothing to brag about. Like it or don’t, we pay for our searches and results in the form of, 1) advertising, and, 2) privacy.
An Apple search engine could give customers an incentive to skip Google’s search entirely and rest assured that whatever advertising was displayed was not engaged in tracking, therefore, securing more privacy than Google.
I’m thinking Siri Search.
To get started, Apple could just buy DuckDuckGo and rename it Siri Search. Then, Apple could put stronger emphasis on Siri voice commands to begin the search process, and perhaps pepper results with Siri telling you want it found.
Listen, you, me, and everyone else I know that uses Google or Facebook to search has heard about the privacy and tracking issues and many are fed up, so maybe now it the ripe time for Apple to do something daring. The last daring product Apple made came in the Steve Jobs era
Since then, all Tim Cook has managed to do is make a bunch of iPhone accessories and give money away to shareholders and buy back AAPL stock. The next great thing is not Watch, AirPods, or HomePod. Those are accessories.
Apple can afford its own search engine and there are multiple ways to make it immediately competitive with Google’s search.
First, sell ads. That would cut into Google’s growing revenue and high profits.
Second, put Siri search as the default search engine on Apple devices– about 1.3-billion are in use worldwide. That would take a chunk out of Google’s search engine profits.
Third, promise no tracking. Ever. And make some public noise about how Google and Facebook have made their executives rich by taking user information for their own profit.
Fourth, let Siri do the talking. Ask a question, get an answer from multiple sources. Yeah, Siri does that now but it’s one thing at a time while search engine results need to be stacked one on top the other so a user has more to choose.
Oh, yeah. Apple makes a few billion dollars a year in pure profit by placing Google’s search engine as the default on macOS and iOS. Apple’s customers are ripe for plunder, too, and account for a disproportionate amount of Google’s mobile revenue and profits.
A huge and growing chunk of all search is from local areas– services down the street, local restaurants of all flavors, even local businesses; you know, Yellow Pages style. Apple could focus Siri on local responses with ease. Within a year after launching Siri Search Apple will have gained enough information from users to know what they want and where to get it.
Siri Search. This is an idea whose time has come. Apple can afford it. Google can lump it. Will it happen?
Of course not. Apple gets billions of dollars a year from Google to make Google the default search engine on Safari. That’s free money for Apple, customer privacy be damned.