Apple Yahoo Talks Could Lead To Closer iPhone Integration

Apple and Yahoo are reportedly discussing ways in which more Yahoo services could be integrated into iOS devices such as iPhones and iPads.

Data from Yahoo services are used in pre-loaded apps for stocks and weather, while Yahoo sports stats are used in Apple’s Siri voice-recognition software.

However, the Wall Street Journal says the two parties are exploring the possibility of further Apple Yahoo partnerships that could see more content from the Internet giant appear on iOS. Any deal would be mutually beneficial as it would allow Apple to reduce its reliance on Google services while presenting the opportunity for Yahoo to expand its mobile presence.

Apple Yahoo iPhone deal

Relations between Apple and Google have soured in recent times as competition between iOS and Android becomes increasingly fierce. Yahoo would be a more natural partner for Apple, given the two companies’ interests are complementary.

Yahoo CEO Marissa Mayer has made mobile a priority since she assumed control at the company last year and a partnership with Apple would be extremely valuable as Yahoo does not have a browser, mobile device or operating system. She is also keen to rationalise Yahoo’s catalogue of mobile apps and has stated that the company has “ under-invested” in the fastest growing area of the Internet.

But an agreement is not thought to be close, with Apple apparently unwilling to sacrifice the quality of its search results as it believes Google to be the best in the field. It might be wary of alienating iOS users following the disastrous reception that greeted the less-than-perfect Apple Maps.

More likely to scupper any deal is the fact that Yahoo has a ten-year search partnership with Microsoft Bing that started in 2009. Yahoo controls the look of its own site, but Bring provides the results.

Yahoo recently agreed a partnership with Dropbox to simplify the management of attachments in Yahoo Mail, while Sky switched email provider from Google to Yahoo last week. However, Sky customers complained they were bombarded with literally thousands of old email messages following the change.

Despite the hiccup, there are signs Yahoo might be on the up after years of decline, with the company posting its first revenue rise in four years.

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