New court files in Google’s ongoing antitrust case in the USA also revealed interesting agreements between Microsoft and Apple. It was revealed that Microsoft met with Apple in 2018 and tried to sell the Bing search engine to the company or establish a partnership.
Microsoft negotiated with Apple for Bing
The documents disclosed by Google last week were published to show that the company competes fairly in the search market. According to the file, Microsoft officials met with Apple’s Senior Vice President of Services Eddy Cue in 2018. In this meeting, acquisition and partnership options for Bing were discussed.
Allegedly, Microsoft requested that Bing be sold directly to Apple. Apart from the acquisition, he proposed establishing a joint venture targeting search engine technology. However, Cue and other Apple executives rejected the offer, thinking that Bing could not compete with Google.
They stated that Microsoft has not invested in the search space at a level comparable to Google. Cue also said that Bing has many problems with its advertising organization and monetization capabilities. Thereupon, Microsoft’s Bing plans fell through.
Although Cue’s responses to Apple management were vague, it seems that the negotiations ended negatively. Thereupon, Apple replaced Google Search with iOS It reached an agreement with Google to integrate it into its devices. Accordingly, it was reported that the search giant paid more than 26 billion dollars to Apple.
Although Microsoft has been trying to bring Bing to the forefront with artificial intelligence for a while, it is not successful against Google. could not happen. The future of Bing, which cannot meet its targets especially in advertising, is uncertain.
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