It would be if Apple made a search engine. Media will spin this as a Search Engine that values your privacy from Apple. It is the best thing ever etc. Given Apple's consumer branding, as long as it isn't so bad people will use it.
The problem is I dont see that happening. $10B of pure profits is a large amount of money doesn't matter how you slice and dice it.
Making a half decent search engine is still very hard. They are happy to squeeze Google, making less information available to Google in the name of privacy, all while eating away all the profitable Smartphone market shares.
That is one reason I dont quite like current Apple. It reeks of hypocrisy. Stop attacking Google as evil, painting themselves as Saint, all while happily receiving Billions of dollars. But current media seems to like this idea, and it fit well with the current US political spectrum.