> I don't think its outlandish at all to imagine Apple rolls its own search engine
IMHO, that's the play behind Neeva[1], to be acquired by Apple. But will Apple give up the sweet, sweet $$$$$ it gets from Google, just to roll its own?
Destroying Google dominance in search market will thoroughly damage the company, reducing it to a husk of its former self. This would enormously weaken Apple competitor, strongly improving its market power. It’s most definitely worth to Apple more than $15B/year, as long as they can pull it off, and can avoid antitrust.
IMHO, that's the play behind Neeva[1], to be acquired by Apple. But will Apple give up the sweet, sweet $$$$$ it gets from Google, just to roll its own?
[1] https://www.neeva.com/