What if Apple built a search engine?

TechCrunch is reporting today that it has heard some rumblings about the possibility of Apple developing a search engine to compete with Google, Yahoo, and Microsoft. According to the publication, it believes that Apple's reason for doing so is its desire to find another avenue of monetization for all the traffic it can capture through its Safari browser and elsewhere across the Web.

But after some digging, TechCrunch found that the chances of Apple working on a search engine in secret right now are relatively low and the Silicon Valley has heard little about the possibility of Apple turning to another sector in the industry.

I don't think there's any debating that the rumors are false and the very idea that Apple will develop a search engine sounds ridiculous. Apple's current strategy is tied to its hardware and there's no reason for the company to jump into another market.

But now that we've rejected the notion of Apple developing a search engine, why not explore it a bit more? What if Apple developed a search engine? Would it lead to bigger and better things or prove to be the company's downfall? Would it captivate consumers the way it does with its hardware or fall flat on its face?

The possibility is just a bit too delicious to pass up.

If Apple developed a search engine, I don't think there's any doubting that the company would have its sights set firmly on Microsoft. Sure, Google is still the leader in the market and maybe Apple should be focusing its attention there, but let's face it--Apple and any other company in the space won't be able to catch Google no matter how useful its search engine is. Why? Because Google was the first to understand that success in the market means getting rid of you and since so many people have found that experience through Google, there's really no reason to switch.

But when it comes to building a search engine (remember, we're assuming Apple is in this example), Steve Jobs would love to focus all his attention on Microsoft. You remember Microsoft, right? It's the company that beat Apple in the software space years ago and the main reason why Steve Jobs isn't as rich as Bill Gates today. But more importantly, Apple's Safari browser has always tried to one-up Internet Explorer and there's no reason to suggest Apple Search wouldn't try to do the same to Live.

Now that we know Apple's competitor, what is its motivation for developing a search engine? At its lowest level, it's cash. But what if Apple's search engine is just a precursor to its desire to break into the online world in a big way? Maybe a search engine will allow Apple to make the case to shareholders that diving into the online world with all that extra cash it has hanging around really is worth it.

But then again, success in the search engine space will be required in order for Steve Jobs to get the go-ahead to expand online. And if Microsoft has taught us anything, tens of billions of dollars isn't enough to be successful in search.

The possibilities for Apple are endless and the reasons for breaking into the search engine market are numerous. And although most us can probably agree that Apple will never release a search engine, I think the case can be made quite easily that if it's serious about the online world and it wants to put even more pressure on Microsoft, developing an outstanding search engine that goes above and beyond the scope already offered from Live might be a good place to start.

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[intrepidblue]

they could use the sherlock brand. most likely it would be wholly uninteresting (and irrelevant) , like live search is. i can't remember when i got nearly relevant results from live search (sometimes yahoo surprises me still...).

i don't know why, but part of me still roots for yahoo: the sick, poor old man of the internet.

[Zarland]

A search engine requires more than just a pretty exterior or a semi clever interface. I don?t see any potential success for Apple in this area.

[Renegade Knight]

Ease of use, Relevance of results. Simple as that. Google is letting it's ads get in the way of relevant results. There is room for someone to do it better.

[kapsol]

Seriously Don, this is Link Bait.

[dd13reis]

Give me a break. Why does it always come back to that with some of you? Here's the deal: I don't think Apple will create a search engine, but thought the idea was really interesting, so I thought I'd discuss the possibilities of the company doing it at some time and opened it up to everyone else to share their ideas. That's link bait?

Get a grip.

-Don

[make_or_break]

I second that. Unadulterated conjecture postings may make up for a slow news day, but it's still a **** poor excuse for justifying your position in (CNET) life. Besides, Apple focusing in on Redmond-as-target in this realm isn't doing anyone favors...besides Google.

[Everlovin G]

Dear Captain Contrarian Ob(li)vious,

In re: "But now that we've rejected the notion of Apple developing a search engine...Would it captivate consumers the way it does with its hardware or fall flat on its face?"

How you are able to maintain an affiliation with CNET as a 'technology columnist' is beyond me. Your pretense is ridiculous: Let's write about something we've just rejected out of hand. Hey, I know, let's go dig a hole in the back yard and then fill it up again.

Additionally, that you would propose that even an attempt by Apple to develop a search engine could be the "company's downfall" would be just plain hilarious -- if it weren't so idiotic.

I know, I know, *I'M* the knuckle head for wasting my time reading this tripe. Guilty as charged.

[stigmattaman]

Ugg, is it just me or has the quality taken a distinct nosedive here in the last few weeks. tons of Linkbaiting stories, some with gross errors. Yeesh, I'll stick to Lolcats

[tiggermug]

Interesting.... While we don't know what is in store for Apple, I wouldn't be surprised if they are thinking ahead (or think different?) to expand their market. In a long run, relying mostly on the sales of hardware and OS software can be risky.

In addition, our computing life will ever be more connected through the internet, whether that be to stay in touch with our friends, or to search for information on the internet. Right now, Apple pretty much depends on Google for all those by integrating Google search in Safari browser. iChat is probably another one that Apple would like their users to use instead of Yahoo messenger, AOL, or Google talk.

Apple always does a pretty good job of dealing with all those Hollywood and music industry stuffs for iTune store for iPod and iPhone. But, as they claim, their cut from the sales of the music doesn't seem as good as what the public may think.

So, I would think that it is good for Apple to start thinking about monetizing their ever royal customer base. The search & search ad can be a good space for them to start getting into now. I would image Apple is going to do a pretty good job with the display ad's as well. The public image of this company should also be pretty attractive to the potential advertisers. This way, Apple is not going to be depending on their customers for the hardware and the OS. Using their great entertainment marketing power, they can also expand into online media and entertainment venues as well, in addition to just selling music and video/movie.

Perhaps, Apple can think about buying Yahoo, for it is now much cheaper at ~$10 a share. After all this is the company that Microsoft failed to acquire. (another motivation for Steve Jobs?) I also wonder how much more time and resources Apple is willing to waste for not-so-successful MobileMe. Most of the stuffs that Apple wants to do with MobileMe is already there in Yahoo. And, instead of charging fees to support the MobileMe business, they should make it a collection of free services supported by the ads.

[brian.lee]

Apple should get mobile me working first and deliver on all the promises laid out during the 3G iPhone release. Fix webmail for mobile me and transfer speeds for iDisk, I'm testing Live Mesh Beta and it runs circles around iDisk uploads speeds.

[ace10134]

I always use live search. I love all of the Live services, especially Live Mesh Beta. Once Live Mesh is on Windows Mobile, that will be the greatest service ever! I'll love that!

[byronkim]

I wondered if it might be tied into some big dive into cloud computing. Seems to me that posting some incredible web app's, probably starting with an impressive set of suite of productivity app's, may be a boon for the iPhone market and then eventually Macs/PC's. If there were also to be some seamless (and obviously secure) way to be able to access files sitting one's computer through the net...kind of like an online Finder...to address the awkwardness of having files reside in two separate places (on the net and on one's computer.)...that would rock! So for example, you work on a doc at work, access the same doc from some hybrid iPhone/web app to do some more work on it and changes are automatically sync'd with your PC.

AND SO...back to the subject of the article, maybe the online search is some form of Spotlight for the online Finder(?) It may be a stretch, but I love the concept...too bad MoblieMe is having so many problems.

This idea could address a number of rumors and ideas floating around...1) Apple's patent for online access to one's iTunes libraries, 2) screen sharing or remote access through MobileMe/Mac.com, 3) possible cause of delays of app's push alerts, etc. that apple has been promising but not delivering 4) could the lack of cut and paste leave the way at least partially clear to an intro of online productivity app's, 5) new chips designed by Apple can be built to works better with the new online? (Before these ideas start getting ripped apart, I'm admitting ahead of time that I'm a non-techhead just brainstorming/speculating. :)

[tcr071]

It would probably look awesome and work really well but we would all be charged a small fee per search.

[gsmiller88]

iSearch

[nowimcool]

I stopped reading at "But now that we've rejected the notion of Apple developing a search engine, why not explore it a bit more?"

Give me a break!!

[dd13reis]

Why? I think you're totally wrong in your estimation. Just because it probably won't happen, we can't discuss the possibility and share ideas for how it MIGHT work?

Give me a break.

-Don

[Topspin14]

Don,
With all due respect, the reason why you shouldn't write a column like this is because it has little to no value. You could write the exact same column, but replace search engine with anything. You could say what if Apple made cars or toasters or guitars. It's just not very informative to speculate on random things. It's "link bait" because people read it thinking it will have some sort of unique insight...but really it's just lame and pointless blather.

[TY-Photography]

I agree.. can I have that time back?

Apple would be extremely stupid to jump into the search game unless Yahoo! takes the nosedive that is quite possible in this economy... If they could buy up Yahoo! for low price per share they might be on to something.

[coffee_shop]

i would use it if they gave me a free ipod touch

[ferretboy88]

It would be all about things that their users like. All liberal stuff. Ever go to an apple forum? super one sided and biased.

[Motyoj]

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[canberra_photographer]

Apple search engine, no doubt the search box wouldn't allow cut and paste. :)

[pratik_c_thakkar]

Hehe that really was hillarious canbera nywys its ridiculous to think of apple jumping into the search engine market look at microsoft it lost a hell lot in dis market besides jobs hs got a lot do to even think abot its mobileme apllcation has had severe crashes in other countries its server is extrmmely slow in India atleast...besides even the iphone has may flows probably apple should work on dis than going into a mrket which already so full of competition

[JCPayne]

Hmmm. Way-- too much hearsay for me..

"heard"
"some rumblings"
"about a possibility"

I don't see APPLE gaining any ground here either. In order to have a successful search these days you need a powerful portal of some sort. That's what Microsoft is trying to do now to catch up with Yahoo and Google. So in order for Apple to get there they need to start doing some SERIOUS buying...

I could more see Apple buying out Adobe, and perhaps launching their own Office suite of software based on something like StarOffice or something. Or perhaps nabbing a cheap but easy portal still on the "Internets" perhaps like Excite or Lycos or something

[vasajr]

Would love to see an Apple Search. But I think that Apple should be tapped to design voting devices. The US should use the same voting device nationwide and Apple should design it.

[sting7k]

Apple should fix the search in iTunes that gives me 30 apps that have no relation to what I was looking for before they worry about searching the entire internet.