Apple will probably struggle going into the search business.
Of course they will. Just as Google initially struggled with the mobile OS business.
This is no reason not to get into this business though. It's strategically critical.
Google is Apple's houseguest, is sleeping with Apple's wife, and Apple just sits back and lets it happen. It's time for the "good guys" at Google to get the unmasking they deserve.
Search quality is based on data, and at this point, Google is so far ahead in the game that it is almost impossible to catch up.
Bing does just fine. People don't use it because, well, there's no incentive to. But MS had no problem getting up to speed with its search results.
I don't really want another repeat of the Maps fiasco. That generated so much bad publicity for Apple.
Apple is going to get bad publicity whenever things don't go flawlessly. That's the nature of the beast for Apple punditry. Again, that's no reason not to pursue a strategically critical business like search.
Apple just need to keep doing what they're good at, building great products that works and are fully integrated.
Obviously that isn't working when Google is providing Samsung with billions of dollars in free software development so Samsung can churn out plastic phones by the boatload while blasting the airways with hipster-filled ads about how "uncool" Apple is. Because, you know, have you see this big new plastic phone from the company who made your mom's refrigerator?