“Speculation about an Apple search engine has spun around the digital rumour mill for over a decade. But recent signs the tech giant might be stepping up its search game are now sending these rumours into overdrive.

But if a search battle is on its way, the real question is whether Apple should tackle the global market’s most powerful player, and what that would mean.”

Nick Beck, Tug’s CEO gives mumbrella.co.au his perspective on Apple joining the Search Engine fight