Some speculation in recent weeks that Apple is set to have it’s own search engine. It’s logical and Apple would be well motivated – all of those iPhone search queries and resultant ad revenue going to Google must stick in Steve Jobs craw. Here’s some options:
1) Buy a defunct search engine and rebuild it. Something like Cuil. Apple has $40b in cash and is a noted talent magnet. About 18 months would do the job.
2) Buy Yahoo Search – it’s a good search engine but I suspect somewhere in the Yahoo-Microsoft deal there is a clause to prohibit that
3) Build one from scatch – it’s not as if Apple isn’t used to running large data centres a la Google
4) Do a deal with Bing. Not ideal but stops Google receiving all the lovely usage data
Even if Apple did drop Google search what does it do about Google Maps which is still the best mapping application for the iPhone. And it’s maps where a lot of the new commerce will happen.
Good luck Apple.