Xin Lang Cai Jing·2025-11-26 09:14Core Insights - Microsoft considered selling its Bing search engine to Apple around 2020 to replace Google as the default search engine on iOS devices [1][2] - The discussions between Microsoft and Apple were exploratory and did not progress to deeper negotiations [1] - The ongoing legal battle between the U.S. Department of Justice and Google has renewed interest in the relationship between Microsoft and Apple regarding search engine options [1][2] Group 1: Microsoft and Apple Negotiations - Microsoft executives met with Apple’s Eddy Cue to discuss the potential sale of Bing, but the talks were not serious [1] - Microsoft launched Bing in 2009 to compete with Google but has not gained significant market share, with Bing holding less than 10% of the market [2] - In 2016, Microsoft considered investing billions into Apple to make Bing the default search engine on Apple devices, with discussions between CEOs Satya Nadella and Tim Cook [3] Group 2: Google and Apple Relationship - Google pays Apple between $4 billion and $7 billion annually to remain the default search engine on iPhones and other iOS devices [2] - Eddy Cue testified that Apple uses Google because it is the best available option, countering claims of unfair market dominance [2][3] - The agreement between Apple and Google has been extended, maintaining Google's position as the default search engine for Siri, Spotlight, and Safari [3][4] Group 3: Quality Concerns and Strategic Decisions - Apple’s decision not to acquire Bing was influenced by the substantial revenue from the Google deal and concerns over Bing's quality [3][4] - Apple has previously used Bing for certain services like Siri and Spotlight but reverted to Google in 2017 due to updated revenue-sharing agreements [3] - Eddy Cue indicated that Apple sees no need to develop its own search engine, as Google is perceived as the superior choice [4]