There is an understanding between Apple and Google whereby Apple uses Google’s Search Engine on its iOs devices by default, and receives several billion dollars as distribution payments. Google’s Search Engine, according to industry estimates, has a 92 per cent share. Thus it gives Google a commanding position and is anti-competitive. Though Google pays Apple, Google receives far more revenue from its iOs customers. Apple has a robust user base of 1 billion plus.

It makes sense for Apple to launch its own search engine. It will protect the privacy of its customers too. Investment in search capabilities would enhance the utility of Apple’s products. The skills required are similar to making mobile software and cloud services which Apple possesses already.

Apple can make strides into areas such as AI and voice recognition using the expertise it acquires in search engines.