I couldn't see Apple beating Google at search.

I could see them potentially leapfrogging Google, now that we're entering the era of ChatGPT et al and traditional search slowly starts to fade when these AI/ML bots get really good.

...But then I use Siri and think not.

I hope that Apple doesn't beat Google at advertising.

I use Apple products as I don't like being a product and being advertised to.

If that happens, what is the major difference between Apple and Google? Not much.

Finally, I don't know why Apple Maps gets lots of hate - I like it more than Google Maps, personally.

Apple Maps has a much better approach to slowly zooming in when you get to a junction etc.

Google Maps often seems like a sports cameraperson is controlling the zoom.