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