I don't really mind typing apples in quotes. The problem is that Google keeps switching identities, and it gets confusing.
It performs as though it can read my mind some of the time, and other times it's a just an inert tool for me to manipulate.
If it's going to be a tool, it should stay relatively still while I work it like a marked deck, not jump around all crazy-like.
And if it's going to be an artificial intelligence, it should keep improving - keep reading my mind better than before.
And I don't mean "should" in the obligatory sense, but "should" in the sense that it's what customers would naturally expect over time. Some form of consistency. Some. Any.