Is Apple planning its own search engine?

After Reported by Some website , I was eager to look on this new Hot story.  Apple planning To enter in Search Engine Group ? Really ? Tech giant is reportedly busy in developing their own new Search engine. 

Assuming that Apple really is building a search engine, chances are it's not likely to be a direct attack on Google -- no one is going to switch their search engine to applesearch.com, and Apple knows that. Instead, any search effort is far more likely to be baked into Siri, Safari and Spotlight, i.e. places where most won't dig through the options and change their search engine. Why? Let's look at some history.

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After initially being the best of friends, Apple and Google are in the midst of a not-so-cold war, thanks largely to Mountain View's decision to get involved in the smartphone battle. That's led to Apple reducing its reliance on Google, even doing things that upset its users like removing Google Maps and YouTube as default iOS apps. More subtle changes have come through Siri, which taps services like Bing, Yahoo and Wikipedia for information, rather than Google. These small changes have helped marginalize Google's hold on iOS users, and flipping the switch on Apple Search in Safari would be a continuation of its efforts in this area.

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But why build your own engine when alternatives already exist? We've already established that Apple is in a quite a Google-free place right now, but it's not exactly standing on its own two feet. Its reliance on Bing, in particular, may be daunting given Microsoft is a direct competitor in many areas. Apple Search would be a good way of breaking those ties.

If rumours are true, Apple will be a late (very) arrival in the search engine business. More importantly, popular search engines such as Google and Bing are now integrated with digital assistants Google Now and Cortana respectively. This integration seems to be the trend in the near future. 

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