Apple is superbly successful building computers and handheld devices. Naturally, Apple will want to expand. A lot of talk has been made about a TV. But an Apple search engine could be a killer and open up a whole new market. Reasons why this could work: 1. Apple is the king of usability: every product it makes is superior in handling and operation to the product of most other manufacturers. Apple could create a more sophisticated search engine than even Google is nowadays. 2. Google is Apple's key competitor. Google attacked Apple with Android. Apple could strike back with a search engine. It's a logical battle field. 3. Apple could incorporate the search engine in all its devices - a built-in user group. 4. Apps: if you have ever used google Apps, you'll know that if Apple does something similar, Google apps will be dead the next day. (Have you seen the funny Microsoft spoof of Google Apps? Spot on!) And don't forget that Google has virtually no customer service. If something Google does not work and you click on a "help" link, you'll get stuck in a seventh circle of hell of mostly pointless "help articles" (which don't help if the stuff simply doesn't work) without ever connecting to "customer service". 5. Apple has a great integrity in regards to its products. I think the buyer protection of the app store is pretty good. I could imagine that if Apple did a search engine much less junk would come to the top. I'd expect a cleaner working search engine. I don't think Google is bad, but I'd be curious about an Apple approach on searching the huge, world-wide internet database. 6. An Apple TV may be nice, but the TV market is overcrowded with manufacturers, and their margins are sinking. I'm pretty sure it's coming and will have its place in the Apple product world. But revolutionary? An Apple search engine, on the other hand, would be a logical completion of a circle of hardware, software, iCloud, - access to and handling of information. And don't forget the ad business. 7. Is Apple already working on it? Just read the announcement of another data center being planned. Is it all for the iCloud? Really? Or is it already the set-up for an Apple search engine (Huge data centers will be needed indeed). 8. Apple has the cash to venture into the search engine market. And, for such a successful and rich corporation, this would be an investment into a future of growth beyond even the success level it enjoys today.