When Google released KitKat, it quietly talked about, and underemphasized, App Indexing -- a feature that those who know regard as one of the most important changes. In part, App Indexing is important because it turns organic search from a pure discovery mechanism into a discovery and reengagement mechanism, just like it is on the web.
But what you don’t know is that Apple is quietly thinking the same thing. Apple’s been working on bringing their universal search functionality, Spotlight Search, into a forefront position. They moved it from the lowly left screen in iOS6 to a more accessible and usable pull-down from any home screen in iOS7.