[viro]

Going into the search AD business would significantly hurt one of the iPhone's most significant selling factors, privacy. Because at the end of the day "Apple makes money by selling overpriced hardware, not by selling your data." The moment that changes trust will be much harder to keep.

[bagacrap]

how is what they're doing any different? iPhone users are still using ad supported search

[zepto]

Sure - but it’s not Apple’s brand that is being damaged by search advertising.