TechCrunch writes today they received multiple reports that Apple is working on some sort of search engine. The site isn't sure what's going on, but believes Apple may be working on a more visual search engine for mobile users. Most likely, the Apple search engine will be powered by Google but with a radically different user interface.
Apple also loves the fees they receive regularly from Google for search marketing dollars earned from Safari. They obviously aren’t in the advertising business today, so even if they did launch a search engine they’d still heavily rely on Google or its competitors for the advertising piece. So why invest all that capital into search?
The answer is they’re not. But the rumors persist, and we believe they have a nugget of truth. Here’s what we think is really going on: Apple doesn’t like the search experience on its mobile devices, and may be building a radically different user experience which is much more visual than exists today. It will likely still be powered by Google results, but Apple may present it in a very different way that suits mobile users much better.