Rumor: Apple Cooking Up its Own Search Engine

by , 10:45 AM EST, November 13th, 2008

Apple may be looking to build its own Internet search technology if rumors circulating around the Web prove to be true. Such a move could put the company at odds with Google if it chose to push its own search engine on Safari users.

According to TechCrunch, the rumors about Apple's search engine efforts are coming from multiple sources that it called "thin."

There haven't been any reports, however, of Apple hunting for coders to build a search engine, leading to some speculation that Apple isn't looking to make its own search service. Instead, it may be working on designing its own front end for Google's dominant search engine. Such a move would let Apple keep its strong relationship with Google intact while controlling the user experience -- something Apple attempts to do with all of its products.

While there aren't any rumors supporting the idea yet, Apple could also consider buying its way into the Internet search market by purchasing Yahoo! now that Microsoft has walked away from its own buyout attempt. A Yahoo! deal would give Apple the technology it needs to jump into the search engine game, but could potentially hurt its relationship with Google -- something that Apple isn't likely to want.

Apple doesn't comment on rumors and speculation, so for now the odds are slim that this rumor will get confirmed or denied any time soon.