International Business Times published a great article on the impact of iOS 9 on search, Apple Mobile Search Optimization (AMSO) and Google:

Apple Inc.’s iOS 9 Spotlight In-App Search Could Make Google Obsolete By Indexing Content From Every App You Own (And Some You Don’t)

“The stats are very much that people love apps, so what Apple is doing is making it even easier for people to find apps for the kinds of things that they want,” said Richard Forsythe, chief technology officer at NoteStream, a learning app that shares expert searchable content.

“There’s only a few of us focusing right now on Apple Mobile Search Optimization, or AMSO as we call it, because it’s quite different than the (search engine optimization) that webmasters are familiar with,” Forsythe said.

Check out the entire article here:
http://www.ibtimes.com/apple-incs-ios-9-spotlight-app-search-could-make-google-obsolete-indexing-content-2100836