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Apple quietly working on its own search engine to reduce reliance on Google
August 23, 2025
Over the past few years, there have been multiple rumors, leaks, and other info that suggests Apple is working on its own search engine. A recent report fromFinancial Timesrounds up a lot of these details while also suggesting that Apple’s efforts in this realm are increasing.
It is very likely Apple is fast-tracking a search product due toGoogle’s current legal situation. The Big G is under investigation related to alleged antitrust violations which center on Google Search. If Google ends up needing to roll back its partnerships due to this investigation, Apple could be in trouble.
Related:Google buyer’s guide: Everything you need to know about Google hardware
As of now, the default search engine on Apple iPhones is Google. Allegedly, Google pays Apple up to $12 billionper yearfor that privilege. If Google can’t do that anymore, an Apple search engine will be necessary, or else Apple could face user experience issues.
Apple search engine: What’s happening?
TheFTreport summarizes the efforts Apple has already taken in the search realm. It’s hired multiple people with work histories related to search engine development (including ex-Googlers) and has increased its job postings related to that same topic.FTalso noticed a strong uptick in activity related to “Applebot,” a web crawler that aggregates massive amounts of internet data.
Very recently, Apple changed the way searches work on iPhones. Now, the first results from web searches come from Apple, not Google. It appears this is only happening iniOS 14, though.
As of now, it’s not clear if Apple is looking to actively take on Google in the search industry. That seems a foolhardy task, considering how other search engines can barely compete. However, if this antitrust suit falls outside of Google’s favor, the search landscape could become quite different. We’ll need to take a wait-and-see approach. Ultimately, though, it appears an Apple search engine is happening, at least when it comes to iPhones.
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