That containment wasn’t something average consumers widely understood, I’d say. To them, Siri was just some cool new tool that let you ask your iPhone for stuff. It was a subtle way to dump Google without consumers ever realizing that Apple dumped Google…. That’s how you fight Google, if you’re Apple. No bombs get dropped; no consumer is even aware that you were fighting a war.
Danny Sullivan, Why Apple Is Going “Containment” Not “Thermonuclear” Against Google In iOS 6

Source: searchengineland.com

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