A few weeks back, Facebook announced that it was adding a good sized index of Facebook-exclusive stuff to its product, which in theory presents a threat to Google News and possibly other search products. At its developer conference this week, Apple announced a much larger threat to Google.
This gets inside baseball very quickly, but it’s worth it; hang with me. If you are an iDevice user, you will be familiar with Spotlight search. It’s the search box that appears if you swipe down from pretty much anywhere in iOS. At the moment, it pulls up matches from some native apps on your phone; things like your contacts, calendar and some email programs.
The Apple announcement today will allow pretty much any app to link into Spotlight search through an API (that’s the language in which programs talk to each other). So if you have the CCN app (for example), and you searched for “ISIS” in the Spotlight bar, the CNN app could return stories from the main site CNN.com without you ever calling up a browser or doing a search on any other search engine. That’s potentially huge. It would also allow apps like Amazon and eBay to pull up commercial results, again without recourse to Google.
The nuance to this is that (unlike Google) Apple doesn’t rely on exploiting search results with commercials to drive 95% of its revenue, so it can promise (as it did this week) that your searches will never be shared or targeted. Given the massive and accelerating growth of mobile vs. desktop usage, this could make a significant dent in Google.
The good news for Google is that it owns Android, which holds a significant market lead in mobile devices. It could certainly make a similar move and return Google Ads around the results, but it doesn’t have the vice-like grip on its own mobile OS the way Apple does. Carriers futz with Android, which makes this kind of over-arching play trickier. It will be interesting to see how this plays out.