Search engines are a bait to bring users to advertisers, and to study user behaviour. Apple already has the users, not just by through their bookmarks, familiar

Search engines are a bait to bring users to advertisers, and to study user behaviour. Apple already has the users, not just by through their bookmarks, familiarity or desire, but by their actual physical devices. A google user can quit google. An apple "user" can't quit apple without a significant investment. By their minority status in the market, they're able to do what Microsoft always wanted to do with the majority, without incurring the wrath of the law for monopolistic practices. Apple diversified itself as well; they're the largest desktop minority platform, but also the largest smartphone minority platform, largest music store, MP3 players, soon tablets, etc. They have a finger in a lot of pies, and they're weaving all these disparate platforms and devices into a giant, highly lucrative meta-platform.