You can see the marketing already; it'll be Apple wading in on personal profiling and data capture with shiny marketing that points the finger squarely at Google.
I suspect their search engine will be crap however, unless they are logging everything you do with your phone :-D
The difference between Apple and Google is that the former makes money by selling products and the latter makes money by providing free services, building profiles, and selling advertisements.
Even if Apple did start building profiles of users, their end goal would be to create a better user experience, get users into the Apple ecosystem, and sell them hardware. It would not be to directly make money from the search engine by building profiles and serving advertisements.
Personally, I would be completely fine with paying Apple a monthly fee for access to a fully featured search engine that doesn't profile its users.
Having said that, it's completely possible to build a good search engine without profiling users - for example, DuckDuckGo.
You mean renting products. A device without root, with locked bootloader, without the ability to install any software that you wish is not really sold.
No, I mean sold. Renting is when you no longer own a product once you stop paying for it.
I rent Netflix's service. I purchase my iPhone. Once I've paid for my iPhone, Apple won't take it back.
> A device without root, with locked bootloader, without the ability to install any software that you wish is not really sold.
It is. It's simply less valuable to someone who wants root, an unlocked boot loader, and the ability to install any software.
Would you say you purchase the new Keurig machines or would you say you rent them?
> Once I've paid for my iPhone, Apple won't take it back.
But they can still wipe it remotely ...
Oh you obviously own some amount of atoms and molecules. You just don't own and control what makes your device useful or device.
I'm not saying they dont do that- honestly I would not know, but why is that an argument against apple.. they have a business model that could support some notion of privacy- with google the product is you, so all they -KNOW- how to do is collect data and profile you.