[luckylion]

I suppose that depends on how you finance it. For Apple, it could be a feature of their ecosystem; for Google, the search engine is just there to lure you in so they can show you ads. That would be a totally different story: does Google actually have incentive to provide you with the best organic results next to which the ads would look out of place and bad?

I don't think it would be a good business decision for Apple though, and there's no guarantee that they could even get there with throwing billions of dollars at it.