The difference is that Apple doesn't have its own search engine getting a free slot. If Google handed administration of the auction over to an independent thir

The difference is that Apple doesn't have its own search engine getting a free slot. If Google handed administration of the auction over to an independent third party, who would accept all of the paid-in fees from the winners, thus bearing the same cost as everyone else, then it would be a lot harder to make a case against this arrangement.