Apple Wants to Replace, Not Compete, in Search

Apple CEO Steve Jobs says his company will not take on Google in the search business. That's a bit of legalese, one might argue. Apple does not so much want to compete in search as to make it irrelevant in a mobile context.

"Competing" implies one wishes to win something. "Displacing and replacing " is more like what Apple wants to do.

Many of Apple’s 200,000 app downloads, for example, are simply shortcuts to the web which eliminates the need for Google’s search functions.

Apple already competes against Google in the mobile phone, mobile advertising and operating systems areas, and soon there will be competition from Google in the music and mobile apps arenas as well.

Apple Says It Will Not Take On Google In Search, But It Already Has – 24/7 Wall St.