Searching for Apple's search ambitions

Apple probably isn't looking to challenge the two top search engines in the world with an add-on to its Safari browser.

(Credit: Apple )

There's little doubt that Apple has thousands of engineers working on all kinds of crazy stuff down in Cupertino, Calif., but are they really planning to take on Google?

That's the theory sort of advanced by TechCrunch on Thursday, with a post titled "Is Apple building a search engine?" Michael Arrington cites "multiple (if thin)" reports that Apple is working on developing its own search technology, presumably to get around using Google as the default search engine in the Safari browser.

The report, however, debunks itself, noting that Apple has not been hiring search engineers in the volumes that would be required to develop anything competitive with Google. The more likely conclusion, according to TechCrunch, is that Apple is working on a way to present search results more in line with the user interface on the iPhone and iPod Touch. That makes a degree of sense, though it's a far cry from the initial headline.

Updated at 12:20 p.m.: I should have linked to this story from yesterday about Google tweaking its search interface for the iPhone, it points out how the search interface can be made easier to read.

[iertry]

They wouldn't bother doing this. To make any money from it would require them to also develop an ad platform. And they wouldn't do it 'for free' because they have a pretty good relationship with google (maps on iPhone, search in Safari etc.). I really can't see Apple doing this, but then again nobody knows what they're gonna do.

[ZAKeller]

"That makes a degree of sense, though it's a far cry from the initial headline."

Though your own headline would imply that they might be interested in competing - continuing the cycle ;-)

[stskhalsa]

... or more likely, if anything, they're improving and strengthening Spotlight.

[Tom Krazit]

That makes a lot of sense. Desktop search is extremely important, and there's no easy way to search your iPhone for specific bits of data or documents.

[man290663]

Am I alone in remembering that they had almost this with the older OS X versions it was called SHERLOCK until 10.4 just about killed it off!

you could search for anything direct and with plugin do specific functions such as search amazon ebay etc.

a VERY useful feature that I would love to be brought back as part of an enhanced spotlight!!