Maybe they actually just want their end users to have a great web search experience? They added DuckDuckGo as an option to their OSes recently and I'm sure they

Maybe they actually just want their end users to have a great web search experience? They added DuckDuckGo as an option to their OSes recently and I'm sure they would be happy to not feed any more traffic to Google than strictly necessary. It could benefit Siri making the built in web search more intelligent instead of leveraging a 3rd party API who might even charge for access since there's no ads. It might even sell more devices if they make it an Apple device exclusive service, or at least as a gateway to lure new customers kinda like the online versions of icloud/pages/numbers/keynote.