“Apple is not building a web search engine — yet, that I know of,” Dan Frommer writes for SplatF. “But through its new, voice-controlled mobile ‘Assistant’ feature in iOS 5, Apple could change the way people think of searching, building search-and-retrieve directly into the iOS user interface.”
“The important idea is that Apple is getting between you and Google in your mobile searches, by teaching you a new behavior,” Frommer writes. “Apple can then route those search queries and results however it wants — to Google, directly into iOS apps, to mobile websites, to Apple services, to iTunes, etc. Google doesn’t need to necessarily play a role. And that’s potentially dangerous to Google, which still gets the vast majority of its profits from search advertising.”
Frommer writes, “It’s also another reason why Android is actually very important to Google.”
Read more in the full article here.