I don't think ad free or privacy is a big winner for sales or user experience. However the future of the platform involves more and more search like actions and

I don't think ad free or privacy is a big winner for sales or user experience. However the future of the platform involves more and more search like actions and iOS's current answer of 100 different services spaghetti'd together under Siri (or use Google in Safari) is kludgey and half-baked today and certainly not a long term solution. Apple likes to control all the parts of the user experience and search is going to get bigger every year.