What if…? Imagining an Apple Search Engine

An increase in 'Applebot' activity, and Apple's recent hiring of search engine developers, suggests there is a high chance that Apple are working on their own Search Engine. Given their market share for both smartphones and laptops, an Apple Search Engine could immediately become a major traffic source.Tom will take a dive into imagining what such a search engine might look like. We'll look at 'on device machine learning' and how Apple already uses that elsewhere, how new APIs for app developers may mean a new form of 'federated' search, and see how the user interface is quite likely to be very different to Google. We'll see how a focus on privacy will mean a new form of personalisation, cross device searches may finally become a reality, and think about what might give companies a chance to stand out in the results.