Microsoft and Apple declined to comment on a matter regarding negotiations that allegedly took place in 2020 between the two companies. Microsoft has reportedly offered to sell its Bing search engine to Apple, but talks have not reached an advanced stage. This is what Mark Gurman reported in an article published this Thursday on Bloomberg.
Apple and Google, an old story
To understand the ins and outs of these negotiations, we have to go back more than twenty years, to 2002. At the time, the Apple firm concluded a first agreement with Google to be able to use its search engine. research. iPhones don't exist yet, and the deal only concerns Macs. It will then be extended to iPhones and iPads.
The principle of this agreement is simple. By makingGoogle the default search engine on all its devices, Apple receives in exchangea commission from its partner’s advertising revenue. This association does notnever been interrupted, and for good reason, it brings in big money in Cupertino. In 2020 alone, the firm pocketed between4 and 7 billion dollarsthanks to this partnership.
Apple almost joined forces with Microsoft
In 2016, Microsoft and Apple considered joining forces. Their goal was to compete with Google, which holds 93% of the online search market.
This project ultimately did not see the light of day because Apple was not convinced by Bing. The company had already tested it before and even made it its default search engine between 2013 and 2017. It concluded that it was therefore more judicious to maintain the current partnership with Google.
This affair is in the news again because Google is currently in court with the American courts, which accuse it of abuse of a dominant position in the online search market. Apple was involved in this lawsuit and justified its partnership with Google by the fact that it is the most efficient search engine.
Apple therefore does not seem to wantcreate search engineyou the onebuy one again as some have suggested.
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By : Keleops AG
