Apple has all the pieces for it’s own search engine. It just needs the appetite to give up $8B in guaranteed money from Google each year.

AI might be the catalyst. Models are built on data, and big companies aren’t going to want to share. (Plus, any antitrust action may make Big G less likely to shell out.)

Think about a Spotlight search experience built on full, cross-app/web indices and connections to various inputs types with a chat-like interface. All built on Apple’s privacy reputation. (And Apple’s adtech stack, of course.)