> I find it 10x more likely Apple would suddenly find the motivation to make their own search engine if forced to end their deal with Google. I think that coul

> I find it 10x more likely Apple would suddenly find the motivation to make their own search engine if forced to end their deal with Google. I think that could only work if someone successfully makes the case internally that an Apple search engine built in to Safari (not as a first-class web app) would boost the Apple brand and/or Safari market share enough to justify it. Maybe even offer it as a subscription. To monetize it with ads would go completely against their DNA -- ad revenue incentivizes companies to violate users' privacy and build a sub-optimal UX. So it would have to be either a subscription or a platform feature.