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Microsoft Reportedly Pitched Apple on Buying Bing, But Talks Fell Through

Microsoft reportedly approached Apple in 2020 to discuss a possible sale of Bing, but the talks failed to progress beyond the exploratory phase. Apple is believed to be making more money from Google's position as the default search engine on iOS than Bing is making on its own.

Microsoft's Bid to Sell Bing to Apple Falls Flat

According to a new report from Bloomberg, Microsoft approached Apple in 2020 to discuss a possible sale of Bing. The talks failed to progress beyond the exploratory phase, but the report suggests that Microsoft was serious about the idea.

Bing is the second-largest search engine in the world, but it trails far behind Google in terms of market share. Microsoft has been struggling to compete with Google in the search market for years, and the company has been looking for ways to improve Bing's performance.

One potential way to improve Bing's performance would be to give it a more prominent position on iOS devices. Apple is currently the default search engine on iOS, and Google pays Apple billions of dollars each year to maintain this position.

If Microsoft were to acquire Bing, it would give the company more leverage in negotiations with Apple. Microsoft could potentially offer to make Bing the default search engine on iOS in exchange for a lower fee from Apple.

However, it is unclear whether Apple would be interested in acquiring Bing. Apple has its own search engine called Spotlight, and the company has not shown much interest in competing with Google in the search market.

It is also possible that Apple would be concerned about antitrust regulators if it were to acquire Bing. The US Federal Trade Commission (FTC) is currently suing Google for antitrust violations, and the FTC could argue that an Apple acquisition of Bing would further consolidate the search market.

Ultimately, it is unlikely that Microsoft will be able to acquire Bing from Apple. However, the fact that Microsoft approached Apple about the possibility suggests that the company is serious about improving Bing's performance.

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