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That’s not a reason to not expand the business.

Guess they should just do nothing then? Diversity in buisness is important. And Google has a whole pie from which apple can steal a big chunk of. Simply set apple search to be the default on safari and you immediately have a huge chuck of the market.

not in a premium business. in fact diversity may be a bad thing there, as evidenced by the highly limited number of apple computer models. I don't think they want to become the next Samsung

It's not just software -- it's services of a wide variety of types. I.e. Apple TV+ is not software. Having your own search engine allows you to integrate with services more tightly and enhance that business.

hm, apple tv=low margin industry, not enough market share to capture an audience, lots of competition etc etc. Not the things apple does

the fact that they are not a monopoly is going to be a problem when they enter a highly monopolistic market like search