Sorry, maybe I didn't phrase my point correctly. Since Apple controls the iPhone they can make it favorable for people to avoid visiting google.com and typing

Sorry, maybe I didn't phrase my point correctly. Since Apple controls the iPhone they can make it favorable for people to avoid visiting google.com and typing in their query (of course they can dictate that query too). That's a very powerful position to be in. Apple has demonstrated this by making Wolfram Alpha available for answering some queries. I see Apple continuing on this road and maybe aggregating results from various search engines (including Google even) and presenting them outside of Google's format.