apple’s brand is known as more exclusive and private

apple should frame its comparative advantage

All of this is just marketing, though. Apple customers are still being routed through Google's services, which should raise an eyebrow for anyone no matter what the advertisements say.

Except, Apple customers don't care about this marketing spiel, because they're happy to default to Google Search for services like Spotlight. There's no boycott of Apple products or general outrage that stemmed from that deal, despite it funneling traffic into Google's AdSense monopoly and propping up their general surveillance empire.