Google Offered to Sell Bing Search Engine to Apple in 2018, Court Filing Reveals
In a surprising revelation, court documents from Google’s antitrust case against the U.S. Justice Department have unveiled that Microsoft offered to sell its Bing search engine to Apple back in 2018. The unsealed document sheds light on the legal battle surrounding Alphabet’s alleged monopoly in web search advertising and the agreements Google has in place with Apple and Android phone makers to maintain exclusivity of its search engine.
Google has been under scrutiny for its dominance in the search engine market, and the company has spent billions of dollars to secure its position as the default search engine on various platforms. According to a slide presented during the trial in October, Google spent over $26 billion in 2021 alone to ensure that its search engine remains the default choice. The tech giant has been adamant about proving that it competes fairly in the market.
The court filing from earlier this month reveals that Microsoft made several attempts to persuade Apple to make Bing the default search engine in its Safari web browser. However, Apple consistently rejected the proposal, citing concerns about the quality of Bing compared to Google. Google argues that Apple’s decision to choose Google as the superior default choice demonstrates healthy competition in the market.
The Justice Department, in its own redacted filing, disclosed that Microsoft has invested nearly $100 billion in Bing over the past 20 years. Bing, which was launched in 2009, currently holds a global market share of only 3%, according to StatCounter. In comparison, Google’s search and other revenue totaled a staggering $48 billion in the fourth quarter of last year.
Google’s court filing also reveals that when Microsoft approached Apple in 2018, emphasizing improvements in Bing’s quality, they offered to either sell Bing to Apple or establish a joint venture related to Bing. However, Apple’s senior vice president of services, Eddy Cue, expressed skepticism about Bing’s quality and Microsoft’s investment in search. Cue stated that Bing’s search quality was inferior to Google’s, and their advertising organization and monetization strategies were subpar.
The court documents also mention an email sent by Apple CEO Tim Cook to Apple executives regarding the assessment of Bing. However, the contents of the email remain redacted in the filing.
Representatives from Google and Microsoft have not yet responded to requests for comment on this matter.
In a previous report by Bloomberg, it was revealed that Microsoft executives had exploratory talks with Eddy Cue in 2020 about the possibility of selling Bing to Apple. However, the outcome of these discussions remains unknown.
The revelation of Microsoft’s offer to sell Bing to Apple highlights the intense competition and strategic maneuvers taking place in the search engine market. While Google continues to dominate the industry, other players like Microsoft are actively seeking opportunities to challenge its position. As the antitrust case unfolds, it remains to be seen how these revelations will impact the future of web search advertising and the dynamics between major tech companies.
In conclusion, the court filing in Google’s antitrust case against the U.S. Justice Department has brought to light Microsoft’s offer to sell its Bing search engine to Apple in 2018. This revelation adds a new layer to the ongoing legal battle surrounding Google’s alleged monopoly in web search advertising. The court documents provide insights into the competitive landscape of the search engine market and shed light on the strategies employed by major tech companies. As the case progresses, the implications of these revelations on the industry as a whole will become clearer.
