We don't know. What we do know is that Apple generates their revenue from hardware sales, App Store commissions, and subscriptions to their music and tv services. Google generates most of their revenue from ads.

I took the above information and hazarded an educated guess that Apple probably won't pivot into the ad business and attempt to compete against Google with a conventional ad-driven search engine. They might do that, but I think it's less likely.

We simply don’t know.