I guess I’m coming at it more from the personal assistant stand point.

IE, if I ask Siri for something, I want an answer about potentially anything. That really means having a comprehensive search engine to back things up.

And Apple doesn’t have that. It still effectively rents Bing — and renting someone else’s search engine just hasn’t been effective for any company that wants to succeed in search.

As search continues changing into this whole action completion thing, having that comprehensive search engine might be more important. Right now, knowing that you can do a limited number of things might be enough — book me an Uber, book me a movie — those are fairly finite in terms of partners you can work with.

But the promise of all this machine learning / AI stuff is that it might just get all magically worked out. I think that promise is still a long way away. And, maybe there’s stuff Apple can do just using someone else’s search data.

But ultimately, I see them hobbled versus Google in this area.