[oldbbsnickname]

TL;DR: Google doesn't have to do a damn thing.

Apple won't enter search or social networking because Erik Neuenschwander would poke holes in its privacy and Tim Cook would ask how it would add value.

And there's no point in competing in hard-fought, expensive, entrenched categories without a mission and differentiation.

And Spotlight isn't a search engine in the web sense or in the monetizing other things sense. It's an OS-based indexing engine to find local and some web and app content. Windows has one, Linux does, and so on. If anything, I would first bet Microsoft monetizes placement of "rich content" whereas Apple would be unlikely to do so. (Retail Windows looks to me like Yahoo or AOL of the 90's, but as a Teams, OneDrive, and Office365 advertising engine.)