Bloomberg's Mark Gurman recently revealed that Apple is working on a search engine named "Pegasus".

Apple developed Pegasus not to compete directly with Google, but to deeply integrate it into iOS and macOS, even using AI generation tools to enhance it, while also bringing users a privacy-protected search experience.

The rapid pace of development of Pegasus is due in part to the leadership of John Giannandrea, a former Google executive who now also runs Apple's machine learning and AI operations.

The engine is designed to provide more accurate search results, but ordinary users can already experience Pegasus in some of Apple's services, for example, Apple has introduced its own search engine in the App Store, Maps, Apple TV and news services.

Gurman pointed out that while Apple's own search is not as powerful as Google's, it is only a matter of time before Apple launches its own search engine in conjunction with the App Store advertising business.

Apple executive Eddy Cue has previously issued statements that Apple will not launch a search engine, coupled with the fact that it rejected an offer to buy Bing in 2020, why the attitude has changed is unclear.