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Comment by solarkraft | Hacker News Reader

I think Apple has the power to establish a competitor - After all most searches are simple and DuckDuckGo well satisfies those. I stil seek out Google every once in a while, but how many users will go through the trouble to change the default, especially when you have !g?.

My next question is even if they do lose on search, with all their very successful "side" businesses, how much would it impact them at this point?

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> My next question is even if they do lose on search, with all their very successful "side" businesses, how much would it impact them at this point?

Are you talking about Apple or Google?

If Apple launches a search engine that fails it'll have huge brand image implications. Their brand is their most valuable asset.

If Google Search were to fail then Google would lose the majority of their revenue. Sure, they could continue, but they probably would not be considered part of the Big Four anymore.

Apple already has a search engine.

You will see Siri Suggested websites coming up before Google’s results.

Google is actually pretty well optimized for the simplest, most mindless searches. It sucks for anything complex, though - Bing/DDG is a lot better there.

I think mindless and complex might not be the right words to use here.

I find google searching to be similar to writing. If I distill the question down to the crucial elements and use clear english, I get great results. If I throw all the elements of my question in and hope for the best, I usually am disappointed.

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