Microsoft Considered Selling Bing Search Engine to Apple in 2020

Microsoft explored the possibility of selling its Bing search engine to Apple back in 2020, as per a Bloomberg report that cites sources familiar with the matter. If the deal had gone through, Bing would have replaced Google as the default search engine on Apple devices, such as iPhones and iPads.

Microsoft Executives discussed with Eddy Cue, Apple's services chief, who had previously negotiated the search engine partnership with Google. These talks were preliminary and never progressed to an advanced stage.

In his testimony, Cue emphasized that Apple sees no need to create its search engine because, in his view, Google remains the best option.

Over the years, Microsoft and Apple have explored various ways to make Bing the preferred search engine on Apple devices, but Google retained its position. The significance of these discussions has been revealed as the U.S. Department of Justice is currently engaged in a legal battle with Google, alleging that the tech giant abused its dominance in the search market.

In courtroom testimony, Microsoft's business development executive, Jon Tinter, revealed that Microsoft considered a multibillion-dollar investment in its partnership with Apple in 2016, with the aim to outspend Google to make Bing the default search option on Apple devices. Even the CEOs of both companies, Tim Cook and Satya Nadella, met to discuss this potential deal.

Microsoft launched Bing in 2009 as a competitor to Google, but it failed to capture a significant share of the search engine market. Google continues to dominate the industry, with Bing accounting for less than 10% of all searches.