Apple has embarked on a mission to enhance its search technology, known by the codename Pegasus, aiming to elevate its software refine its search capabilities, and potentially utilize it as a negotiating tool with Google, according to Bloomberg.
Although Google currently pays a substantial amount to remain the default search engine on Apple devices, Apple’s developing technology might provide it with additional leverage to extract increased payments from Google in the future.
The tech giant is already deploying its fresh search technology within some apps and intends to introduce it to the App Store soon. Apple melds its search technology with Google Search in its Spotlight feature, guiding users to websites that could provide answers to their inquiries.
Despite not initiating its own search engine, Apple’s interest in the domain has been vividly present. In the month of September, it emerged that Apple had engaged in preliminary discussions with Microsoft in 2020, exploring the possibility of purchasing its Bing search engine, although this acquisition never materialized.
Nevertheless, Apple persists in enhancing its search capabilities in its software, keeping the potential launch of a competent search engine in its arsenal to leverage more lucrative deals with Google.
In numerous affluent nations, iOS holds a significant slice of the mobile market share, even surpassing Android in certain areas.
This scenario possibly motivates Google to increment its payments to Apple to maintain its position as the default search engine, preserving its traffic flow.
Recalling the launch of Apple Maps despite the prevailing dominance of Google Maps, it poses an intriguing possibility: while launching its own search engine still appears unlikely for Apple, the development of Pegasus technology suggests it’s not entirely off the table.
Last month, French authorities revealed that the specific radiation absorption rate measured in a recent test of the iPhone 12 was higher than the European limit.
