The promotion of apps in search results that will benefit Apple’s services and detract from Google’s push towards PWAs.
A weakening of Google’s monopoly on search and a significant blow to its ad revenue and data mining.
The promotion of Apple products and services. Including struggling services like Apple News+ and Apple TV+.
Continued control and lock down of the Apple ecosystem. Users will become dependent on personalized search results with deep service and product integrations that are only possible via their search engine.
The extension of their ad serving platform will allow app developers to promote their apps in search results.-CoyWolf
Apple: The only company that has a fighting chance against Google in search.