Bits and pieces of both your comments are correct..... Apple and Google are both complicit in it as well. the issue with your comment is "only" - sure, they're

Bits and pieces of both your comments are correct..... Apple and Google are both complicit in it as well. the issue with your comment is "only" - sure, they're optimizing algorithms, but its a symptom of not reading Terms & Conditions to believe they aren't also associating your search query with some sort of identifier. It's too easy not to implement this.