Google, Bing, Yahoo!, Ask Network, AOL, DuckDuckGo, and even Dogpile. Do we really need another search engine, especially since no one has proven they can touch Google's dominance?
According to comScore Google’s February 2014 share of search was a very steady 67.5%, with Microsoft’s Bing search engine light years behind, holding onto 18.4%. Yahoo! was the only other search provider to reach over 10%. Why would Apple ever choose to enter such a mature market? The only way to obtain market share is to steal from a competitor — a space Google is laser focused on never relinquishing.
Apple has avoided search, but curiously, at the same time Apple has search everywhere. OS X, iOS, iTunes, Siri, Apple.com, Pages, Numbers, Keynote and Final Cut Pro X, Apple uses search in abundance, showing up in virtually every product they make. iTunes has over 300 million accounts and there are hundreds of millions of iOS devices using search on a daily basis in mobile Safari. Apple's understanding of search should be second to only Google (and perhaps Microsoft).
Those that believe Apple does not understand search, has never written a search engine, nor understands what it would take to support such an effort are completely wrong. Moreover, none of these reasons would be why Apple has yet to engage the search engine market.
With a few simple changes, Apple could bring their own search engine to life by making it the default within the next iOS and OS X releases. Without a stitch of promotion, Apple would likely be nipping at Microsoft’s heels for second place behind Google search.
However, in order for Apple to succeed in the search engine business, Apple’s version must work differently — in other words Apple's search would need to leapfrog the competition, becoming a disruptive force that changes user behavior en mass. And that is probably the only thing holding Apple back from entering this lucrative market. Rest assured, when Apple figures it out, Apple will go there, and many will be happily using Apple search thereafter.
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