Millions might as well be zero to Apple. There is overhead when it comes to dealing with another company, combined with the potential of damaging your brand. If the number is not in the billions I doubt they would bother. The only companies capable of paying the amounts that would make it worthwhile would be excluded from this option.
- A new deal with another company is actually in the millions. There are a lot of numbers between zero > 20B that's currently being paid for that default setting.
- Said deal remains small and doesn't grow over time, even as a new competitor to GOOG starts eating away at their market share and spreads around search ad revenue.
