[hellofunk]

It's not just software -- it's services of a wide variety of types. I.e. Apple TV+ is not software. Having your own search engine allows you to integrate with services more tightly and enhance that business.

[cblconfederate]

hm, apple tv=low margin industry, not enough market share to capture an audience, lots of competition etc etc. Not the things apple does

the fact that they are not a monopoly is going to be a problem when they enter a highly monopolistic market like search