[totaldude87]

my first reaction , was oh god, please dont! considering how worst siri is, i dont want that.. but after reading other comments like native ad tracking etc etc it could be just fine.

But google pays Apple in billions to keep its search as default, what could be the key motivation for Apple to build its own engine? its a highly saturated market and we have Duck Duck Go for privacy based , bing for alternative and heck, even wolfram alpha for computational! what Apple can improve?

[junipertea]

Based on usage of DDG, bing and wolfram alpha, I would think Apple can improve a great deal. I'm not saying it can necessarily achieve that, but I do think there is a lot of space to improve (indexing, ranking, UX)