Apple plans to upgrade App Store search engine, potentially challenging Google

Apple is set to enhance its App Store search engine, with the possibility of competing against Google in the search industry, reports Bloomberg.

The company's search team, led by former Google executive John Giannandrea, is working on deepening the integration of its internally-named "Pegasus" search engine into iOS and macOS. Additionally, generative AI tools may be used to further enhance search capabilities.

Last year, Apple launched Business Connect to strengthen its information database, potentially positioning itself to rival Google. While Apple's current search capabilities may not match Google's, it has a strong App Store ads business and various other apps that could facilitate the development of its search engine.