Google's primary differentiation used to be that they were by far the best search engine. Since then, they have moved upstream: 1. Android 2. Chrome 3. A dea

Google's primary differentiation used to be that they were by far the best search engine. Since then, they have moved upstream: 1. Android 2. Chrome 3. A deal with Apple Even if a much better search engine were to emerge, without an extremely large delta in search quality, they may struggle to compete against Google because Google controls the entry points. Apple & Microsoft still control the platforms (OSes) upon which Google reaches the majority of consumers, though. Seems likely that Apple will try to displace Google eventually.