> Who says apple hasn't built a viable alternative already? A decent search engine is not worth the massive amount of 12 billion dollars. The advertising platf

> Who says apple hasn't built a viable alternative already? A decent search engine is not worth the massive amount of 12 billion dollars. The advertising platform Google build is! Apple 1) can't recreate that 2) it shouldn't as advertising is not in their DNA and opposite of their privacy core values. Apple can build a search engine (or just switch to Bing) but they wouldn't be able monetize that for $12000000000.