Apple is unlikely to challenge Google in search

03/23/2010 | Advertising Age (tiered subscription model)

Apple is not likely to dedicate the necessary resources to create a search engine to rival Google, despite possible concerns that Google has encroached on its turf by launching rival products, according to Danny Sullivan, editor in chief of Searchengineland.com. "Nothing is impossible, and Apple's got an enviable reputation for game-changing," he writes. "But I wouldn't bank on similar success when it comes to search."

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