Apple already has search built into Spotlight and Siri. It just isn’t attacking the same search problems as Google. It is possible that Apple is building all of

Apple already has search built into Spotlight and Siri. It just isn’t attacking the same search problems as Google. It is possible that Apple is building all of this to make Siri smarter. Right now Google has a strategic advantage with “ok Google” vs “hey Siri”. Improving Apple’s knowledge of the web could simply be a move to improve their existing products. They might not have any interest in competing with Google on searching the web and displaying results and ads.