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Apple to Launch Own Search Engine

By Brian Briggs filed Monday, May 24 3:00 AM ET

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Cupertino, CA - Steve Jobs announced, in one of his now common emails to users, the upcoming Apple search engine at

The email exchange was made public by Frank Delahunt who initiated the exchange with this email message to Jobs:

From: Frank Delahunt
Date: Fri, May 21, 2010 at 1:11 PM
Subject: Search Engine Alternative
To: Steve Jobs <>

Dear Steve, I do plenty of searches for things on the Internet. I have been using to do all these, but with the increasing animosity between the companies, I don’t want to keep supporting them. Do you have any suggestions that would be more Apple friendly? Also, I want to avoid porn as much as possible.

Delahunt was surprised when he received this message from Jobs:

From: Steve Jobs
Date: Fri, May 21, 2010 at 2:17 PM
Subject: Re: Search Engine Alternative
To: Frank Delahunt <>

Thank for being such a loyal customer. We have been working on an alternative to Google as our customers have become more concerned with the company’s evil actions. It has not been opened to the public yet, but keep an eye on for a alternative search engine that will keep you free from porn, and sites that don’t meet the approval of Apple.

Please keep this email private, as we don’t want to alert Google or the press to our intentions.

Currently hosts one of those ubiquitous search landing pages, but the naming convention matches closely with the typographically sleekness that jobs appreciates in iPad and iPod, which adds to the credibility of the source.

Search engine expert Bob Scroggins from said, “A search engine that only has Apple approved sites would be a big boon to Apple and its users. Without having to index porn or other unfit sites, iPud can index sites faster and return results quicker than Google. “

Scroggins guessed that Apple will only be indexing about 3% of the Internet. “It’ll be immune to SEO techniques, because each site added will have to be approved by Jobs himself.”

A search engine under the control of Apple would give it even more control over its products, and give it the ability to distance itself from Google. “Don’t be surprised if iPhone 4G has iPud as the default search engine, and all traces of Google Apps removed.”

Shares of Apple were up on the news.


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