[From The iPhone Blog][tipb]:

> Equally interesting is what [[Siri][siri]] portents for Apple. Just like the App Store began the intermediation and exclusion of Google by offering users a better experience interacting with data in apps than via a web search, Siri continues it by theoretically making it easier and more enjoyable to engage in query/response with Siri than with Google. In typical fashion, Apple isn’t building a search engine to compete with Google, they’re building something to obsolete the current conception of search engines. And they’re not doing it by becoming a walled garden — there’s no profit in that. They’re doing it by becoming a walled gate with a multi-directional toll system.

Great observation. Reminds me also of how Apple got out from under the [Microsoft Office Sword of Damocles][microsoft 150] with [Safari][safari] and [iWork][iwork].

[tipb]: http://www.tipb.com/2011/10/12/ios-5-iphone-ipad-walkthrough/ “iOS 5 for iPhone and iPad walkthrough—TiPb”
[microsoft 150]: http://www.apple.com/ca/press/1997/08/AppleMicrosoft.html “Microsoft and Apple Affirm Commitment to Build Next Generation Software for Macintosh. The $150 million was a smokescreen to avoid the obvious anti-trust move of bundling Explorer in order to keep Microsoft continuing to develop Office for the Mac.”
[safari]: http://www.apple.com/safari/ “Safari: Browse the web in smarter, more powerful ways—Apple”
[siri]: http://www.apple.com/iphone/features/siri.html “Ask Siri to help you get things done—Apple”
[iwork]: http://www.apple.com/iwork/ “iWork: Documents, spreadsheets, and presentations. The Mac way—Apple”