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Apple and Yahoo reportedly in talks for deeper iOS integration

Apple and Yahoo are reportedly in talks to widen their partnership across Apple's iOS.

As reported by the Wall Street Journal, a deal could result in more Yahoo content appearing on iPhones and iPads.

Apple and Yahoo already have a relationship on iOS - Yahoo powers the Stocks and Weather apps pre-loaded onto iOS devices. That data is also used by Apple's voice assistant Siri, the Journal said. But a deeper relationship could bring more Yahoo-owned products to iOS, and help new Yahoo CEO Marissa Mayer's quest to boost the sagging Internet firm.

A Yahoo spokeswoman said the company does not "comment on rumors or speculation."

On search, Apple has been moving away from Google - ditching Google Maps and removing YouTube as a pre-loaded app, for example. But Google is still the default search engine on the iOS version of Safari and Siri taps into Google when searching the web. But even if Apple dropped Google search, Yahoo might not be able to swoop in because its long-standing rival Microsoft currently powers Yahoo search, the Journal pointed out.

If a deal is reached, it could be announced at Apple's Worldwide Developer Conference, traditionally held in June. At last year's WWDC, Apple unveiled iOS 6, which included formal Facebook integration. Twitter integration was added a year earlier with iOS 5.

Whether or not a deal with Apple transpires, Yahoo and Mayer have kept busy in recent months. The company recently shelled out a reported $30 million (£20 million) for aggregation app Summly, overhauled the Yahoo homepage to include a news feed, revamped Yahoo Mail, and made headlines for revoking employees' work-at-home privileges.