Throughout Apple's (NASDAQ:AAPL) WWDC keynote yesterday, the Mac maker highlighted various ways that it's bolstering its search capabilities. More importantly, Microsoft's (NASDAQ:MSFT) Bing continues to get more and more love from Cupertino, as it will power Spotlight's web search. This comes as Apple transitioned Siri's search to Bing last year. Google (NASDAQ:GOOG)(NASDAQ:GOOGL) remains the default search provider in Safari, so it still enjoys the dominant distribution channel given current usage patterns.
One step at a time, Apple continues to slowly move away from Google for search wherever possible. For now, Apple is likely stuck in a long-term contract with Google, but it seems feasible that Apple may want to ditch Google in the long term. It has already shifted away from other Google services such as Google Maps.
Bing has made gains in domestic market share, and that upward trend could continue with Apple's help. Apple owns the front-end interface and Bing powers the back-end, so this war is taking place behind the scenes.
Ultimately, the consumer will have a say, though, as Apple always wants to offer the best product. If consumers still feel that Google is a superior search engine, which is likely the current perception, then Apple will need to respect those preferences.
In this segment of Tech Teardown, Erin Kennedy discusses Apple and search with Evan Niu, CFA.