Apple has initiated steps to develop its own search engine. Currently, it uses Google’s search engine, and Google pays Apple between $8 billion and $12 billion per year to be the default search engine on Apple products. Apple’s own search engine will be an alternative to Google search. Maybe, the authorities in future block this partnership as it violates anti-trust laws.

When a query is typed on iPhone, Apple now shows its own search results. It also displays auto-complete style suggestions. It means it is learning ‘from users’ most common search queries. Many would not have noticed this subtle change. Apple uses a web crawler called Applebot to build a database of online material. It has become more active these days.

Apple hires search executives. It has already recruited head of search in April 2018 (formerly he was with Google). There are recruitment ads for search engineers.