Microsoft repeatedly attempted to persuade Apple to switch to Bing as the default search engine for Safari or even buy it outright, it has emerged.
The information was disclosed in documents as part of Google’s ongoing antitrust case against the U.S. Justice Department (via CNBC). According to the filings, Microsoft approached Apple in 2009, 2013, 2015, 2016, 2018, and 2020, proposing that Bing should replace Google as the default search engine in Safari.
Apple consistently declined these offers, citing concerns over Bing’s search quality relative to Google’s. The documents reveal that in 2018 Microsoft not only suggested making Bing the default search engine but also offered to sell Bing to Apple or establish a joint venture around the search engine. These proposals were similarly turned down by Apple.
The court filings provide insight into Apple’s decision-making process, highlighting the company’s evaluation of Bing’s capabilities against Google’s. Eddy Cue, Apple’s Senior Vice President of Services, is quoted in the filings expressing skepticism about Bing’s search quality and Microsoft’s investment in search technology.
Google pays billions of dollars to remain the default search engine on Apple devices. Google argues that Microsoft’s repeated pitches to Apple demonstrate the competitive nature of the search engine market, countering allegations that Google holds a monopoly in web search advertising.
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