Search in general is _hard._ But vertical specific searches & use cases can be tackled by different apps.

I would argue that my pushing for more prolific relationships with developers, you sort of chip away at this competitive threat with more specific, vertical-oriented searching experiences.

Example: I'm searching for restaurants nearby, I _could_ open Google, or I could leverage the Yelp/OpenTables of the app store.

Same thing for travel - flights, hotels, etc. all have apps that could, in theory, better serve the user than the catch-all "Google Search" app.

Maps is a slightly different beast; it's almost as ubiquitous as the "Phone" app itself .