Apple Considered Replacing Google with Bing as Default Search Engine

In around 2020, Microsoft Corp. reportedly engaged in discussions with Apple Inc. regarding the potential sale of its Bing search engine.

If the deal had gone through, it would have meant Bing replacing Google as the default search option on Apple devices, including the iPhone. This information comes from sources familiar with the matter.

During this time, executives from Microsoft held talks with Eddy Cue, Apple’s services chief, who had previously negotiated the search engine arrangement with Google. It’s important to note that these discussions were preliminary and did not progress to an advanced stage.

Over the years, Microsoft and Apple have explored various avenues to make Bing the preferred search engine on Apple devices, but ultimately, Apple maintained its partnership with Google. These historical discussions have taken on new relevance in light of the ongoing legal battle between the US Department of Justice and Google.

The case seeks to demonstrate that Google abused its dominance in the search market. Apple’s relationship with Google, which involves Google paying significant sums to secure a prominent position for its search engine on iPhones and other devices, plays a central role in this legal dispute.


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