I'm really not sure why people think Apple would get into the web search business. Web search represents just a fraction of the total advertising spending that

I'm really not sure why people think Apple would get into the web search business. Web search represents just a fraction of the total advertising spending that other web companies like Facebook aren't even bothering to chase Google for it. Google's stock has been in the toilet this year because their core business is facing shrinking ad margins from the shift to mobile, it doesn't make any financial sense to get into that business. Add that to the fact that this is completely out of Apple's wheelhouse and their history of relatively never straying out of their circle of competence and it should be pretty clear that this isn't for web search.