Let’s unpack this somewhat misguided commentary: First, Apple is building a search engine, in a non traditional sense, by providing a first level of results di

Let’s unpack this somewhat misguided commentary: First, Apple is building a search engine, in a non traditional sense, by providing a first level of results directly via Safari suggestions and Spotlight/Siri on client devices. That layer gives them enough ability to capture specific verticals should they find them profitable. Second, and more subtle question, would be whether to become a full-fledged player in this space. Apple, of all tech companies, seems to care the most about the bottom line and does not go about reckless dick-measuring contests. Building search is hard, and it is questionable that Apple in the medium term would be able to profit more than it already does from Google search. At very least this would be a can of worms they open with unknown profitability. Note that to make money off of search you have to also build the ad side of things and then try to compete with Google who owns the rest of the ecosystem and has levers to undercut you. It’s even possible that the current arrangement is more favorable to Apple, as Google indirectly benefits by preserving their monopoly and may be willing to pay even more than that particular transaction should be valued independently. Where owning the search space matters to Apple most is the option value, and Apple so far has a cheap way to do it (Microsoft had been paying the costs). In addition, Apple has been minimally boosting DuckDuckGo by giving it some free exposure for the just-in-case scenario. My take is Tim Cook is going to watchfully wait and let this play for as long as possible while ensuring they have enough leverage to keep Google paying up, instead of pulling another Apple Maps. Right now the focus is to take some Android marketshare mid-market and sell some services there. Once they own quite a big chunk of client devices, perhaps it will make sense to give the middle finger to Google. P.S. all of this is especially true now that Pixel has failed to capture any meaningful share of the high end iOS market to be a real threat for Apple.