One of the main advantages of JSONP technology is that since your search function is now served from another server, and you went ahead and took the pain to develop a JSONP response mechanism, you can continue and implement this search wherever you wish .
So, in your specific example, Apple can use the same search (if it encapsulates other ecosystems) to serve the results, for example, on another sister website.
In terms of performance, as pointed out by @fantactuka, AJAX calls are preferable, in my opinion, as well, since script injection is expensive and provides fewer ways to handle when stuff goes wrong.
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