If I were in charge of Apple, I'd coax a few other big names in tech to join forces and fund some sort of "search consortium." Considering the ad-ridden, privac

If I were in charge of Apple, I'd coax a few other big names in tech to join forces and fund some sort of "search consortium." Considering the ad-ridden, privacy-hostile, customer-service-less and unfocused state of Google today, I don't think Google would survive that. A browser made by a "search consortium" with deep pockets whose sole purpose is to provide a quality search engine... would steamroll Google. All of Apple's business models are based on a walled garden philosophy which is incompatible with a successful search business That truly is the problem: if Apple makes a search engine, Apple's instincts will guarantee that search engine will remain niche. An Apple search engine is a search engine with a consumer company logo plastered on its homepage, an inherent privacy conflict (regardless of their privacy initiative, not good to use the same company for both your OS and your search engine), and a question mark as to how much attention Apple will pay it, and for how long.