Funny, I'd have to respond "how can someone believe in this crap" as well.
Because I used mp3 players, phones, tablets, computers and operative systems before trying Apple's alternatives. Didn't you?
I find spotlight great, iTunes and the Store are great, the Mac App Store, most of their apps, etc.
I also have seen Apple entering categories that nobody thought possible, because they were 10 years behind.
I find Apple's software to be better (for me, my needs) than all of Google's software. Well, Google is a C company in software compared to the company that makes OS X, iOS, Final Cut, Logic, Aperture, iWork, Mainstage, iLife, Safari, all of those built in apps, and clearly can rival Google in services.
In 2010, Apple had 0 useful services. Today, those services are very close to surpass (some already did) everything google can offer, be it in quality or usage. Those billions and billions invested in huge datacenters will also start to pay off.
All of that learning is necessary for something like Search. But I agree that Google dominates the game, but don't you think that Apple has to give a serious try? Like I said, look at spotlight. Isn't it great, already? Do you really think that they will leave such a crucial part of the experience to their rival?
Apple has the foundation and the talent. Even if Google search by itself would still kick Apple's product, the experience could still be better.
I'm ok with that. Buying wolfram alpha is a nice start
