Earlier today Google released an update for its iOS search app, which had been in iTunes approval limbo for seemingly several months. The new app works on the iPhone, iPad and iPod Touch. At first it doesn't appear to be much different from the previous version. However there are two major changes and improvements: voice search with spoken answers and knowledge "cards."
While earlier versions of the Google search app for iOS had speech-to-text input, the new app includes the Siri-like spoken results that Google introduced for Android devices months ago. If Google has a structured result from its "Knowledge Graph" database, the female assistant voice will read it back. If not, Google will simply provide a more traditional list of web links.
Typically these structured results are presented as "cards." They can include images and other rich information and constitute "answers," where Google is confident of the result. Google introduced this "assistant-powered" voice search capability and knowledge cards in Android 4.1 in early Q2 (we're now up to 4.2). Accordingly the differences between the Google experience on iOS and Android are now less pronounced -- so to speak.
The one missing piece from the new iOS app (which Google probably cannot execute on iOS) is Google Now. Google Now is the company's predictive search capability that combines users' search histories, time of day, location, calendar information and other signals to provide personalized and other contextually relevant information (e.g., traffic, flight times, nearby restaurants) -- without requiring the user to affirmatively conduct a search.
It doesn't always work. But when it does it's very impressive.
Google is the dominant mobile search provider across platforms, with a nearly 95% share in the US market. In a Q2 consumer survey about mobile search, conducted by Opus (n=503 US iPhone 4S owners), 19.3% of respondents indicated they used the Google search app. The remaining majority (roughly 70%) of users either entered queries in the search box in the Safari toolbar (where Google is the default) or they went to Google.com to search the mobile web.
Related: Google now says that there are in excess of 700,000 Android mobile apps. That number is now at or near parity with Apple.