Why doesn't Apple open their checkbook and start their own search engine. I mean, really open it. It's not like they don't have the money and it's not like this is a logical step. They can't start small, meaning the need users to train the SE? What else can it be. Of course they can't put live a horrible version...
Have you seen their attempts with Maps. I can't imagine how the search would go. They already have so much bad press with Maps, I'm sure they don't want more added to it.
That said, there’s a lot to be said for concentrating on strengths.