[throw0101c]

> Now that they're not encumbered by the Google deal: build their own search engine.

"Encumbered"? Apple wants a deal with Google search. Apple is 'self-encumbering' themselves: Apple wants the deal so they don't have go through the rigamarole of building it themselves.

Building would cost a lot and they'd also not be getting cash from Google: so they're doubly hit.

[deafpiano]

"You mean I don't have to build a search engine, pay for it's upkeep and engineers, AND you'll give me money?" - Tom Cook probably circa > 0 AD

Easy for google to measure their IOS mobile Ad revenue to justify the billions.