There are other non-financial factors that I'm sure would also be part of the decision making, particularly because Apple can afford to totally forego that $10b

There are other non-financial factors that I'm sure would also be part of the decision making, particularly because Apple can afford to totally forego that $10b from google if they wanted to. Off the top of my head: (1) the reputational cost of marketing privacy but partnering with google on search; (2) the strategic benefit of pulling some portion of iPhone web traffic away from google...