Right now the others lose because Google’s really good at it. I have to admit every time I’ve tried a different search engine I’ve been massively disappointed. Heck the same for any map besides Google (except Waze which well…)
Total spit ball here - but I wonder if the thought is more trying to get to where “the puck’s going to be” where the search Apple is working on is personalized and integrated across all your life/apps/platforms as opposed to something you do typing into a field on a website.
But also with a focus on improving productivity and user value then as a way to target ads.