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Because they can't do it "in a swirly." It took them many years and a tremendous amount of money for Apple Maps to not be laughably bad.

They can absolutely build a solid search engine with enough money and time, but what would be gained? It's better to just collect Google's checks.

Why can't they do it? A tiny boot strapped company like Kagi has already made a much better search engine than Google. Are no good engineers working at Apple, or what is missing in the equation?

> but what would be gained?

People needing to buy an Apple device to reap the benefits of the internet, as Google continues to sink into their SEO-optimized malware swamp.

They already have one -- it's the iOS spotlight Web search

> in a swirley

What does this even mean?

Siri can’t even find anything useful on my phone…