Apple Launches Pegasus Search Engine: Generative AI Will Transform Search Experience

2023-10-02

According to Bloomberg's "Power On" weekly report, Apple will soon bring its powerful internal search engine to the App Store and other applications. Apple has upgraded its Spotlight search function in iOS 14 and iPadOS 14, allowing users to search for web results, app details, documents, and more. According to the magazine, John Giannandrea, a former Google executive, and his search team are working to integrate the internal search engine named "Pegasus" more deeply into iOS and macOS, and may use generative AI tools to further enhance it. Last year, Apple also launched Business Connect, a tool that helps enhance its information database by providing details about business hours and locations, which helps it compete with Google. Gurman pointed out that although Apple's Spotlight and app search engines are not as powerful as Google's, it has a robust App Store advertising business that provides advertising for its other apps, such as Apple News and Weather. Combined with these, Apple has enough leverage to launch its own search engine, which may happen sooner or later. Whether Apple will do so is another question. Apple executive Eddy Cue has said that Apple does not need to create its own search engine, and the company reportedly rejected the proposal to acquire Bing in 2020.