Key Takeaways:
– Microsoft tried to convince Apple to replace Google with Bing as the default search engine in Safari for almost ten years with no success.
– In 2018, Microsoft attempted to sell Bing to Apple, based on court documents.
– Microsoft also suggested a possible joint venture with Apple regarding Bing.
– Apple rejected the 2018 offer due to concerns over Bing’s search quality.
Microsoft’s Bold Move – Attempting to Sell Bing to Apple
In an unexpected reveal, court documents on Friday confirmed the suspicions raised by a Bloomberg report last year: Microsoft, failing to convince Apple to drop Google as Safari’s default search engine, proposed a stunning offer to the technology giant. Back in 2018, Microsoft attempted to sell Bing to Apple or strike a joint venture regarding Bing.
A Decade-Long Battle
For nearly ten years, Microsoft made consistent efforts to persuade Apple to switch to Bing from Google as the default search engine for Safari. Unfortunately, these endeavors did not bear fruit. In a strategic change, Microsoft decided to go a step further in 2018 and offered to sell Bing to Apple.
An Attractive Proposition Fails to Convince Apple
Details from Google’s post-trial brief filed in the on-going Department of Justice’s antitrust lawsuit against Google, revealed the extent of Microsoft’s proposition. It was Microsoft’s most lucrative offer: either buy Bing or consider a joint venture.
Microsoft, eager to make the idea appealing, laid emphasis on Bing’s improved search quality to entice Apple. However, the proposed deal didn’t see the light of the day.
Search Quality Concerns Block the Deal
Apple swiftly turned down Microsoft’s proposal. The primary reason for their rejection was Bing’s lack of improved search quality, contrary to what Microsoft had claimed, according to Google’s legal filing.
Despite Microsoft’s assurances of Bing’s enhanced performance, Apple declared that they found little improvement in the quality of Bing’s search results. They therefore couldn’t be confident in Microsoft’s claims of an advanced quality, essentially suspending any further discussions on the topic.
The Future of Bing and Apple
Could Microsoft’s attempt to sell or share Bing have significantly impacted the dynamics of the digital industry? This question remains open-ended.
Although Microsoft’s 2018 proposal was unsuccessful, it certainly raised the curtain on the company’s relentless efforts to push Bing’s standing in the industry.
Apple’s rejection of the deal underlines their continued trust in Google’s search engine performance. As the tech sector continues to evolve, so does the race between these internet giants.
As of now, the failed deal remains a landmark footnote in the tech industry’s history. It serves as a testament to the cut-throat competition in the world of search engines, where favorable partnerships can sway market domination.
In conclusion, the saga of Microsoft’s attempt to sell Bing to Apple, as revealed in the recent court documents, tells a fascinating tale of competition, strategies, and high-stakes negotiations in the corporate technology world. However, the story doesn’t end here, with both companies likely to continue their advancements in the fiercely competitive and continually evolving digital landscapes.
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