Microsoft’s Attempt to Place Bing on Apple Devices: An Inside Look

In a significant revelation, Bloomberg reported that executives from Microsoft and Apple convened in 2020 to explore the possibility of selling Bing to Apple. At the core of these talks was Apple’s services chief, Eddy Cue. Although the dialogue took place, it remained in the exploratory phase, suggesting that Apple, especially key personnel such as Cue, did not seriously contemplate the idea.

Key Takeaways from the Microsoft-Apple Dialogue:

  • The primary motive was to potentially replace Google as the default search engine on iPhones.
  • Apple’s concerns revolved around Bing’s ability to match Google in “quality and capabilities.”
  • Talks between Tim Cook, Apple’s CEO, and Microsoft CEO Satya Nadella around 2016 hinted at a possible monumental shift in the search engine landscape.
  • Bloomberg hinted that Microsoft’s approach might have been an attempt to disrupt the renewal of the Apple-Google deal in 2021.

Apple’s Lucrative Deal with Google

Despite Apple’s discussions with Microsoft, the company never seriously considered replacing Google’s search engine on its devices. This decision stems from several factors:

  • The lucrative financial arrangement between Apple and Google plays a significant role. Apple reportedly rakes in over $20 billion annually from this relationship.
  • Testimonies in the ongoing FTC antitrust suit against Google highlight that Apple likely used the possibility of replacing Google with another search engine as a negotiation tactic. Microsoft’s Mikhail Parakhin commented in the US District Court that Apple’s earnings from the existence of Bing surpassed what Bing itself made.

While users have the option to change their default search engine on Apple devices, the reality demonstrates that very few consumers deviate from Google.

Apple’s Relationship with Other Search Engines:

  • Bing was the default for Siri and Spotlight searches on iOS devices for a period, beginning with iOS 7.
  • Apple provides users with options to switch to other search engines like Yahoo, Bing, DuckDuckGo, or Ecosia.

Google’s Antitrust Lawsuit and its Dominance

Google’s supremacy as the primary search engine is facing legal challenges. The Department of Justice alleges that Google’s dominance, facilitated in part by its hefty payouts to tech behemoths like Apple, Samsung, and Mozilla, is discouraging competitors in the search engine space.

  • Google and Apple’s last contract renewal was in 2021.
  • It’s estimated that Apple’s annual collection from Google ranged between $4 billion and $7 billion as of 2020.

Bing’s Struggle and Evolution:

Despite Bing’s portrayal as a less popular search engine, Microsoft has made significant strides to boost its appeal. They invested billions in a collaboration to incorporate OpenAI’s technology with their offerings, which has amplified Bing’s attractiveness in recent times.

The Search Engine Landscape: Competition and Collaboration

While the Google-Apple alliance remains solid, the underlying dynamics in the search engine ecosystem are in constant flux. The realm of digital search is not just about finding relevant information but also about user privacy, ad revenue, and technology advancements.

A Deep Dive into Bing’s Resurgence:

Microsoft’s investment in Bing, particularly its partnership with OpenAI, signifies the tech giant’s commitment to pushing Bing beyond its current scope. By integrating cutting-edge AI technology and chatbot capabilities, Bing aims to offer a more interactive and personalized search experience to its users.

  • Bing’s integration with OpenAI focuses on improving user queries by understanding context, and nuances, and offering more relevant search results.
  • The partnership indicates Microsoft’s intent to pivot from being a mere search engine to becoming a more comprehensive digital assistant.

Consumer Perspective and Preferences:

While Google maintains its dominant position, a segment of consumers is exploring alternatives for varied reasons, including concerns over privacy and data utilization. DuckDuckGo, for instance, has carved a niche for itself as a privacy-focused search engine, providing users an escape from tracked and targeted advertisements.

  • Consumers are increasingly becoming aware of their digital footprints and are seeking platforms that prioritize data privacy.
  • Search engines that offer unique features or enhanced user experience, such as Bing’s AI-enhanced searches, can attract a dedicated user base.


The tech world could have witnessed a significant shift had the Bing-Apple deal materialized. While the idea did not progress beyond exploratory discussions, these revelations showcase the dynamic and competitive nature of the search engine market. Bing’s efforts to elevate its relevance and Google’s prevailing dominance on Apple devices continue to shape the landscape of search engines.

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