Apple Search Strategy Against Google Differs From Microsoft Bing Strategy
https://www.fastcompany.com/90583870/apple-search-engine-google-competition
Microsoft Bing followed the same business model as the "incumbent" Google, and pursued best product quality in market whereas distribution of a search engine is largely determined by which one is the default. Apple is exploring a privacy-focused business model, and targets only minimum necessary quality.
There's also a new company started by the former Chief Scientist at Salesforce called you.com that is doing something similar. See https://techcrunch.com/2020/12/08/former-salesforce-chief-scientist-announces-new-search-engine-to-take-on-google/
I think all of this competition is good for consumers!