| In addition to the iAd ad platform that is rumored to | | | | iGuide. There are at least 3 separate patents that I |
| be released, there are a few other things that point | | | | can tell for that name issued to a dummy corporation |
| to an Apple search engine coming in the future. | | | | called iGuide Media. IGuide Media was outed as a |
| Walt Mossberg of Piper Jaffray has made some | | | | dummy Apple corporation several months ago on |
| salient points about Apple's desire to not 'give the | | | | some of the other Apple news sites such as |
| farm away' as far as data to google goes among | | | | Macrumors. If you read the description of the |
| other things. | | | | patents carefully they seem to be describing a form |
| As long as google is used for search on Apple mobile | | | | of categorization and/or search function that would |
| devices, it will have open access to see how iphone | | | | do what in essence is combine functionality similar to |
| and ipad users are using the devices. They can then | | | | the 'Genius' function on iTunes with search. This |
| use this information to better compete with Apple | | | | would enable the entire internet to be parsed and |
| with their own Android phone devices and upcoming | | | | sectioned into video, music, images and text and |
| Android tablets. | | | | have the user find 'similar' types of media. |
| In addition, the mobile ad market is still in its infancy. | | | | The key difference it seems between the iGuide and |
| This is a market that Apple probably does not want | | | | a normal search engine would be the ability to search |
| to cede to google as there are significant profits to | | | | not only via text keywords as is standard today with |
| be made there in the coming years. | | | | google, bing, yahoo, etc, but to search or compare |
| So strategically, it makes sense for Apple to create | | | | directly in other formats as well. Imagine being able |
| their own search for mobile platform. It is the only | | | | to click on a song for instance that you like and tell |
| logical way that Apple will be able to compete with | | | | iGuide to search for similar types of songs that you |
| google in the mobile sphere long term. But what | | | | might like? Or imagine clicking on a video game that |
| would an Apple search engine look like? What would | | | | you like and having the iGuide search the net for |
| it be called? I've done some research into recent | | | | other games of similar type that you would like? |
| Apple patents and have come across what I think | | | | The same could be done for images and any other |
| points us in the direction that Apple is going. | | | | kind of media. |
| In 2007, Apple applied for a patent on the name | | | | |