> But I don't think its outlandish at all to imagine Apple rolls its own search engine and uses that as the default here I think this is even more outlandish t

> But I don't think its outlandish at all to imagine Apple rolls its own search engine and uses that as the default here I think this is even more outlandish than switching to Bing. Google Search accounted for $100B in revenues. iOS has ca. 14% browser market share. Assuming that mobile users search as much or are as valuable as desktop searchers, then that suggests iOS users generate ca. $14B in revenue. Of course, it's likely iOS users are more valuable than the average Google user, but it gives a rough run of the numbers. Google is happy to pay all of this revenue back to Apple so that they don't suffer indirectly in other parts of the business by having an Apple competitor or with Bing as default. Apple on the other hand needs to generate this value from a standing start. It's difficult to see how they'd feasibly get to > $15B net monetization on such a massive and risky undertaking.