Your iPhone will be your next Google

Apple is coming between you and Google. Their upcoming mobile “Assistant” feature in iOS will create a new way of searching that places the mobile device at the top of the search engine food chain.

Rather than plugging your search queries into a browser, Apple will have you simply tell your phone what you want, and it will retrieve results using GPS relevant search results. The tricky think here is that it doesn't necessarily have to be Google. The search could be routed behind-the-scenes to any number of search engine options--from an app that we haven't dreamed up yet to Bing or another Google competitor. The point of the “Assistant” feature is to make the process of searching for information a native behavior to the mobile device--a natural behavior.