There is much speculation that Apple could go ahead to develop its search engine, but the various key challenges make it a very far-fetched theory. Years of advanced technology, infrastructure, and loyalty from Google users create quite a mountain to climb to match those levels of a competitor. Apart from that, concentrating on privacy, integrating hardware with software and their relation with Google discourages them towards this act. Apple has to expend significant amounts of money in just getting into this search market. Here it experiences a regulatory scrutiny with antitrust and privacy concerns in place. Altogether, it is not that Apple does not tend to get into search engines but instead is strengthening the same ecosystems in place.