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Always good to see search engine options different from Google and Bing. Apple should make their own search engine.

Imagine the possibilities of an Apple search engine replacing those already well established and refined...

"Siri, what is a <any topic>?"

"I don't know what you mean by <topic>. I can't find <topic> on the web for you."

"Siri, search for <topic> with Google"

"I don't know what you mean by <topic> with Google. I can't find <topic> with Google on the web for you."

"Siri, how can I buy this list of 18 things from Apple today: <item 1>, <item 2>, <item 3>...<item 18>?"

"No problem at all sir. All 18 things are added to your cart. Would you like to finance with Apple Pay or use the Mastercard or Visa we have on file?"... "Shipped to your business or home address on file?"..."Need any of these gift wrapped or engraved?"... "Also your experience will be enhanced if you add these 3 dongles with those items and add these Apple services to your order too? I'm taking the liberty of enhancing your experience now."..."you still have $21 of unused Apple credit on your account. We're going to toss in a polishing cloth to take care of that."... "With your birthday just 18 days away, let me be the first to wish you a Happy Birthday... and proactively add a copy of Happy, Happy Birthday Baby by The Tune Weavers to your Music account."

All ;)
 
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OMG...the sky is falling. Again, according to the experts here. Will Apple survive? Keep your pearls nearby. The Apple is doomed tsunami is coming!
This time there is no one here really exaggerating how this might hurt Apple. Both the articles and commenters are relatively subdued. It is best to make this overused sarcastic comeback on another thread when some people are actually saying Apple is doomed for something.
 
so Apple is behind on the apple car.
Apple is behind on AR/VR headset.
Apple is behind on search
Apple is behind on <your favorite thing here>
Apple is doomed ...
/s
so Apple is behind on the apple car. ✅
Apple is behind on AR/VR headset. ✅
Apple is behind on search ✅
Apple is behind on <your favorite thing here> ✅
Apple is doomed ... (Not yet❗)
/s ✅
 
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Apple trying to create their own search engine so they can collect user data and eventually show users ads. I see what you're up to. ;)

Apple has realized how lucrative the ad business can be
I may be wrong, but I think Apple started putting 1 add at the beginning of at least some of their original content now.
 
Really, it wouldn't take that long to beat google's search. It would be easier for Apple to buy kagi, if they wanted a fast entry.

Google search has been static for a long, long time. What'll be hard to beat is adwords, which is the whole reason for search's current existence.
 
I'm too dumb to understand the how... But the why of an Apple Search I can begin to wrap my little brain around.
Aside from Google (and maybe Meta) no other company (ok, maybe governments?) has more data on humans than Apple. So I could see where adding search metrics to their customer data would be pretty desirable, for all the obvious business-based reasons. And I know that Apple's user-base is large enough, and mostly loyal enough, that flipping any new switches automatically sees an insane number of "adopters" (even if unwillingly). And things like making Apple Search the default search in Safari can help usher Apple Search into relevance. But at the end of the day, I'm still not sure how you begin to take on the search verb that is Google. Interested to her others' take on the how that is Apple Search. Cheers.
 
Apple's search systems, depending on where it is, can be awful. Some are good, but Apple Music is not.
Apple Music search is generally the only poor experience I have with Apple and searching. Spotlight on macOS or iOS is almost always great.
 
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This is such a welcome improvement. I’m all for a truly privacy focused search engine. Growing tired of hearing all these “privacy” search engines getting caught red handed.
 
Not sure why anyone still tries to beat Google at their own game, Microsoft tried and failed miserably. Bing is considered a joke. Don't see a different path for Apple, Google has years of collecting data headstart.
 
Apple search generally sucks:

Spotlight search sucks
Finder search sucks
Siri search sucks
Apple Music search sucks
AppStore search sucks
Network Share search sucks

What's left to suck?
When I search for files, I simply open the terminal and use "find ./ -iname '*filename*'" command, it's at least reliable.
Spotlight is still better now and beats the equivalet on Android Phones. It doesn't even so a simple thing like go right into the search bar when I open the app drawer.
 
Not sure why anyone still tries to beat Google at their own game, Microsoft tried and failed miserably. Bing is considered a joke. Don't see a different path for Apple, Google has years of collecting data headstart.
I have tried them all and keep coming back to Google. I use Bing at work in my O365 Edge profile, since it searches work stuff in OneDrive/Sharepoint. I tried using DuckDuck for a year but countless times I had to turn to Google.

Same for Apple/Google maps. 3 times this year, Apple maps has let me down big time while out of town. Google maps is just better.
 
Very cool, the Apple search engine is coming.

Google can be ridiculous with its search results. Who cares if my search has 1.5 billion results. Only the first few are typically relevant.

Google pays Apple $15 billion to be the default search engine. In Settings->Safari you can choose Google, Yahoo, Bing, DuckDuckGo, Ecosia,...
 
“Privacy is a fundamental human right. It’s also one of our core values. Which is why we design our products and services to protect it. That’s the kind of innovation we believe in.” -Apple

So is getting paid $15B a year to have Google as your default search engine on your device. Got it. 😆
Apple’s stance on privacy is all about marketing and nothing more!

 
Apple's search systems, depending on where it is, can be awful. Some are good, but Apple Music is not.

This! There is a clear lack of consistency when one searches in different Apple-developed apps. Using the same term results in different hits and order of hits.

It’s bizarre. Why not one search engine? Why does Search search notes in Contacts but not in passwords or Hide My Email? It’s hit and miss hodgepodge.

I think Apple needs a “Search Tsar”, someone with an overview and responsibility for getting search working uniformly and into every corner of search experience.
 
Looking at this a different way:

1) Apple gets 15-20 Billion per year of essentially pure profit from Google. Would hate to go into a meeting with Tim arguing "We should spend $8B R&D and $5B per year for servers to replace the Google payment."

2) Google's amazingly bad management of Pixel phones over the years has resulted in a good part of their on-going $15-20 B per year expense line. They could have reduced this a lot if only Google could manage produduct development with a modicum of sense.

It is hard to imagine it is in the shareholders' interest for Apple to develop its own search engine replacing Google's yearly payment. Perhaps with Apple's move into ads though the financials now make more sense.

Google's board/C-Level execs evidently never see any value in Google mgmt running its product development in a sensical manner. So much damage to the brand as well. Will be an interesting HBR study in 20 years.
 
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