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Apple Announces Its Enhanced Spotlight Search Tool at WWDC

Apple Launches Several Enhancements at the 2015 WWDC

(Continued from Prior Part)

Apple upgrades its Spotlight search tool

Previously in this series, we discussed the features that Apple (AAPL) introduced to its new OS X El Capitan for Mac at the Worldwide Developers Conference event. Apple also announced enhancements to its search tool Spotlight, which includes understanding natural language and offering context-aware search results. For example, Spotlight will understand if a user enters, “Find emails from Mr. X,” and can provide the correct search results.

These are finer enhancements compared with last year’s announcements that Apple made for Spotlight. During the 2014 WWDC event, Apple announced that Microsoft’s (MSFT) Bing will be the default search engine in the redesigned Spotlight search feature for iOS 8 and OS X Yosemite. Apple’s previous default search engine was Google (GOOGL).

Why would Apple replace Google with Bing?

While Microsoft is the dominant player in the PC operating system market, Google is the dominant player in the smartphone operating system market. The above chart shows how Android’s share in this market exceeds 80%, while Apple’s share is around 15%. Microsoft and BlackBerry (BBRY) are smaller players in this market.

This shift shows that the main competitor for Apple isn’t Microsoft, but Google. Plus, the relations between Apple and Microsoft have improved lately. Last year, Microsoft launched its Office application for iPad, which the software giant was reluctant to do in the past. This possibly explains Apple’s rationale for selecting Bing over Google as the default search engine for its operating system.

For diversified access to Apple, you can invest in the PowerShares QQQ Trust, Series 1 ETF (QQQ). QQQ invests ~14% of its holdings in Apple.

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