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Apple is known as a company that keeps internal projects secret, but the new feature adds further evidence that efforts are being made to build a search engine that rivals Google.
Two and a half years ago, Apple recruited Google Search chief John Giannandrea. Officially, the move was intended to improve the artificial intelligence of Siri’s operating system and personal assistant, but Giannandrea also brought with him eight years of experience in managing the world’s most famous search engine.
The need to develop its own search engine comes after the US State Department launched an investigation into the multi-billion dollar payments that Google made to Apple to use Google as the default search engine on iPhone devices.
“They (not Apple) have a very credible team that they think has the experience and the ability to develop a more general search engine if they want to,” said Bill Coughran, former chief engineer at Google.
Apple has already released job advertisements for the project, promising applicants to “define and implement the structure of search technology that will change the future.”
Building a true rival for Google could take years, but with a projected 2020 profit of $ 55 billion and total revenue of $ 81 billion, Apple can afford the long-term investment.
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