Google Inc. (NASDAQ:GOOG), (NASDAQ:GOOGL) is in trouble in its home market, and there’s little that the firm can do to change that very soon. Apple Inc. (NASDAQ:AAPL), during its WWDC keynote on Monday, launched a bevy of software features that will boost the powers of Siri and Spotlight and make Google less and less useful on Apple devices.
At the same time Facebook Inc (NASDAQ:FB) is making sure that Google will no longer have full control over info on mobile devices. The three firms are coming together to attack the same market, though with three different goals in mind. Apple’s Spotlight and Siri revamps at WWDC are the start of a major assault from Cupertino.
Apple gets into search
Siri will no longer hide behind the home button on your iPhone. The personal assistant is expanding her reach through the device, and will appear instead of the search screen. She’ll even suggest searches if she can guess what it is you’re after.
Apple is also making it easier for devs to make use of Spotlight. The firm’s Craig Federeghi revealed a new Spotlight API during Monday’s keynote. That means that apps on the iPhone will be able to make their content searchable.
Federeghi showed this off with a recipe app. He asked Siri to show him how to make something for dinner, and she pulled up a recipe for Poutine straight from one of his apps. That means that iPhone users will no longer have to go through the web to get much of the basic day-to-day info that Google thrives on.
The Spotlight API will be open to all devs on OSX: El Capitan and iOS 9 right now, and when those systems release to the public in the months ahead, apps will be using the search system to avoid Google.
Google killed by Facebook and Apple
We know that 35% of mobile time is spent in Facebook apps, and Kantar Worldpanel says that iOS and Google’s Android are about tied for market in the US. With 83% of iOS devices working on the latest version of the software, again according to Federeghi at Apple’s WWDC 2015 keynote, Google is facing a very big problem.
Web search will die on mobile as Facebook and Apple both try to keep their users away from the web altogether. With about 35% of time on Android spent in Facebook apps and about half of mobile time spent on iOS, Google is set to start losing its place pretty quickly.
In the last year, said Mr. Federeghi at the WWDC 2015 keynote, Siri has gotten 40% more accurate and 40% faster. Spotlight will, as Apple gets better at deep learning, become a better and better choice for Apple users. The same process will happen at Facebook. Google is stuck, however.
Apple doesn’t rely on search for any revenue, while Google still takes a huge portion of its sales from search ads. Facebook has lots of room to grow in advertising taking sales right from Google, but Mountain View sales will collapse if the market shrinks.
Google needs to show investors that it has a way out of the trap that both Apple and Facebook have built for it. Shares in the firm lost more than 1% of their value after Apple’s big reveal on Monday. On Tuesday morning’s pre-market stock in the company was sinking into the red.