Microsoft has also joined the long-standing default search engine deal between Apple and Google. It was stated that Microsoft, which wants Bing to be the default search engine for the iPhone, came to the table to sign a multi-year deal with Apple.
Microsoft wants Bing to be the default search engine for Apple devices
Details of the deal Microsoft and Apple discussed in 2020 have emerged. Aiming for the Bing engine to compete with Google, Microsoft wanted to partner with Apple on this issue. Microsoft was aiming for Apple to use Bing instead of Google Search as its default search engine between 2016 and 2020.
The talks between Microsoft and Apple emerged in the antitrust case against Google in recent weeks. It was stated that Microsoft had numerous meetings with Apple to bring Bing to iPhones.
According to Microsoft Vice President Jon Tinter, the talks became ambitious at some points. In 2016, Microsoft CEO Satya Nadella met with Apple CEO Tim Cook. Accordingly, he wanted to make Bing the default search engine everywhere on Apple devices, not just for Siri and Spotlight.
For Apple to sign such a big deal, it wanted to share advertising revenue. Microsoft estimated that this could lead to billions of dollars in losses, and shareholders would likely comment negatively.
Talks between Cook and Nadella broke down. The talks in 2016 continued until 2020 and focused on making Bing the search engine for Apple users outside the US. Microsoft was ultimately unsuccessful against Google Search.
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