In a little-known change to the latest version of the iPhone operating system, IOS 14, apple began to display its own search results and link directly to the site as users type queries from its home screen. Industry insiders say this kind of web search function marks an important progress in Apple’s internal development and may form the basis for a more comprehensive attack on Google. < / P > < p > the Silicon Valley company keeps its internal projects secret, but the move adds to evidence that the company is trying to build a rival relationship with Google’s search engine. Two and a half years ago, apple poached John giannandrea, Google’s search director. On the surface, the recruitment is to improve its artificial intelligence capabilities and Siri virtual assistant, but it also brings eight years of experience running the world’s most popular search engine. < / P > < p > if regulators block its lucrative partnership with Google, the company’s growing internal search capabilities provide an alternative. The plan became urgent last week when the US Department of Justice filed a lawsuit against Google paying apple as the default search tool for the iPhone. < / P > < p > “they (Apple) have a reliable team, and I think they have the experience and depth to build a more suitable search engine if they want,” said Bill Coughran, Google’s former engineering director. Mr. kovland is now a partner in Sequoia Capital, an investment firm in Silicon Valley. < p > < p > Apple’s often ambitious job ads for search engine engineers invite candidates to “define and implement Apple’s breakthrough search technology architecture.”. < / P > < p > search marketing experts also point out that the iPhone manufacturer’s once unknown web search engine, applebot, is used to build a huge online data base that forms the basis of any search engine. < / P > < p > digital marketing consultant Susan mohanadasan says applebot has “appeared many times” on its customers’ websites in recent weeks. “As the grab frequency increases, it indicates that they are trying to collect more information.” < / P > < p > most importantly, IOS 14 excludes Google from certain search functions. Swipe right from the iPhone’s home screen (Apple calls it today view) to access the search window for queries that show a list of search suggestions generated by apple, rather than Google search results. The search results include apple generated “autocomplete mode” suggestions, suggesting that the company is learning from the queries most commonly used by its 1 billion users. < / P > < p > building a real competitor relationship with Google search can take years. However, according to the latest data, this year’s profit is expected to exceed $55 billion, with net cash reserves of $81 billion. Apple has the strength to make long-term investments. < / P > < p > Apple has always tried to own and control the most important components of its products, from custom chips that power iPhone, airpods and watch accessories to tight integration between software and hardware. < / P > < p > but now, Apple’s motivation to change is growing, as regulators force it to choose between defending its relationship with Google and parting with its long-standing partner in search. < / P > < p > the U.S. Department of justice has made Google’s estimated annual payment of $8 billion to $12 billion as the iPhone’s default search engine at the center of its antitrust campaign against Internet organizations. In addition to Apple’s legal battle with Epic Games and others for the role of a gatekeeper in the app store, the case “opens another front for apple,” said sharis Pozen, CO head of global antitrust at Clifford Chance and a former acting assistant attorney for the US Department of justice. “Apple is at the heart of the case,” she said She added that it had to be “cautious” in explaining why it was getting billions of dollars from Google. < p > < p > Apple has had trouble competing with Google in the past. When Apple maps was first launched in 2012, it was so error prone that Scott Forstall, one of the chief aides to the late co-founder Steve Jobs, was forced to resign. < p > < p > Sridhar Ramaswamy, co-founder of neeva’s search engine, believes that Apple’s entry into search is a natural choice because it already controls the hardware and browser. However, apple is one of the few companies with the resources to index the web from scratch. Most of Google’s smaller competitors have index licenses from Microsoft’s Bing, including duckduckgo, a privacy focused company that Apple has been able to use as an alternative to Google in Safari, and neeva, a silicon valley startup founded by two former Google executives. < / P > < p > “Apple’s position is unique because it has the iPhone and IOS. It controls the default browser. ” Said sridar lamaswamy, co-founder of neeva and former Google Advertising Director. He said expanding search was “natural” for apple because of its ability to collect data and learn from large-scale user behavior. More than 20 years after Google was founded, building a search engine “is still very difficult technically, but not as difficult as it used to be,” kuvlan said He was one of the investors who injected $35 million into neeva. This is partly due to cheaper cloud computing infrastructure and open source tools available to start-ups such as apple and neeva. However, the scale of the problem is daunting. “Any reasonable search engine must have 20 billion to 50 billion pages in its active index,” lamarswamy said When a user runs a query, the retrieval system must filter a large amount of data and then sort it in milliseconds. < / P > < p > “Google’s strength comes from scale,” he said, adding that endless user feedback helps adjust results and identify areas for improvement. “Google receives hundreds of millions of queries from users around the world every minute – a huge advantage in terms of data.” Chinese version of K-car: reading a10e design drawing exposure