Yes, and look at how much $ Apple made from Google by having Google as the default search engine on Apple devices (most people don't ever switch the search prov

Yes, and look at how much $ Apple made from Google by having Google as the default search engine on Apple devices (most people don't ever switch the search provider). I'm wondering how much longer Google will be willing to pay that much while Apple continues to limit the ways the data gets shared back to Google via the browser, basically stabbing Alphabet in the back. That can't last forever from Googles perspective. I keep wondering why Apple doesn't just build their own search engine and provide unfettered results based entirely on popularity/rank (and other "real" metrics) like how google "used" to be in the beginning. Yes, I know search is hard, but it's not as hard as all of the extra steps Google has been doing the last 15 or so years to manipulate their results higher so they get more $ out of it. Certainly it's not as complicated as building a new mapping system from scratch. That would go a great deal further to "increase Apple users privacy" than anything else I can think of. It would also cause a lot of financial harm to Alphabet if all of the sudden all Apple device owners world-wide suddenly didn't have their data going through Google. And, it would provide top-notch results, which Apple consumers would presumably love. What is the downside to this that I'm (obviously) missing?