DuckDuckGo to Apple?

From Macworld: Apple should buy DuckDuckGo and make it into Apple Search:

Yeah, Apple could start from scratch in building its own search engine, but why? Buying DuckDuckGo would give Apple several years’ head start on building core search technology and a huge index of the whole web along with a talented team of engineers that share Apple’s privacy priorities.

And buying DuckDuckGo is the fastest and likely most economical means of bootstrapping a hypothetical Apple Search. It would even be good for DuckDuckGo fans, as long as Apple keeps it available on the web and to other web browsers, not just to Apple device users. It would mean at least an order of magnitude more users and a huge boost in development resources (both money and talent), from a company that has the exact same privacy stance as DuckDuckGo. It’s a win-win.

Hadn’t thought about this possibility until reading this article, but it makes sense to me. As much as I enjoy DuckDuckGo’s privacy features and indie web ethos, Apple is the only company that could do right by it and its many users. (And Apple Search is just a better name, let’s be honest.)

Regardless of its future, try out DuckDuckGo if you believe in an open web. It’s not quite as robust and sleek as Google, but it’s certainly good enough for most things. And while you’re at it, use Firefox, don’t use Facebook, and start a blog.