Apple could theoretically use search as a way to compel people to buy Apple devices, or to become iCloud subscribers, or whatever. It doesn't have to be an adve

Apple could theoretically use search as a way to compel people to buy Apple devices, or to become iCloud subscribers, or whatever. It doesn't have to be an advertising business. That is a manoeuvre they are quite familiar with. In reality, I'm not sure Apple could actually create a search engine that is compelling enough against the competition to see people drawn into the Apple ecosystem, but in theory...