Apple Reportedly Ramping Up Efforts to Build Google-Alternative Search Engine

Apple has ramped up efforts to develop its own search engine, the Financial Times reports.

Google is a habit. If we don't know the answer to a question, we are told to "Google it." That won't change, but an Apple alternative would quickly eat away at Google's dominance.

Users of all platforms tend to stick with defaults, which is why Google pays Apple so much yearly. Over 728 million people use iPhones. If an Apple-created search engine comes installed in future iPhones and iOS updates, few users will manually make the switch back to Google. Most non-tech savvy iPhone users won't even notice the change.

With so much internet traffic dictated by Google search rankings, a new search engine run by Apple could affect Google's market share almost immediately. Such competition would be a big win for users. No tech company should dominate at that level, especially considering the way that Big Tech has operated the past four years.

I like "iSearch" for the name.