For many years, Google has been the default search engine on Apple devices like iPhone, iPad and Mac computers. However, Microsoft has tried on multiple occasions to convince Apple to switch to its Bing search engine but Apple refused. Let’s explore why Apple still prefers Google over the billion-dollar offers of Microsoft Bing.
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Apple Evaluations of Google vs. Bing
It is known that Apple conducted various studies to compare search results from Google and Bing. In a 2021 evaluation, Bing was found inferior to Google across most benchmarks except for the desktop user interface. Google fared better in crucial areas like search quality, results relevance and ability to monetize searches. Apple VP Eddy Cue also testified that “there wasn’t a valid alternative to Google at the time” they signed the initial search deal.
Apple Prefers Google Search
During the US vs Google antitrust trial, Apple’s Senior VP Eddy Cue clearly stated that Apple prefers to use Google Search as the default search engine on its devices and web browser Safari. When asked if any amount of money could convince Apple to switch to Bing, Cue said, “There’s no price in the world that could make us do that.”
Microsoft Offers to Apple
Microsoft CEO Satya Nadella stated they could pay up to $15 billion annually for a similar search deal with Apple. They even offered to give away Bing for free, but Apple refused. When asked about this, Apple executives were quoted as saying, “They offered to give us Bing for free. They could give us the whole company.” This indicates just how unimpressed Apple was with Bing’s capabilities.
Google vs. Bing Revenue Generation
Google currently pays Apple a substantial multi-billion dollar yearly sum as part of their exclusive search deal. Reports suggest this was around $26 billion in 2022 alone, forming a major part of Apple’s profits.
Cue mentioned that Bing is not able to generate ad revenue as effectively as Google. Switching to Bing could jeopardize the multi-billion dollar annual deal of Apple with Google. Microsoft had offered to share all Bing revenue with Apple, but it was not enough, given Bing’s limited monetization abilities.
Maintaining User Experience
Beyond finances, Apple cares about delivering the best experience for its loyal customers. Google is universally recognized as the leading search provider with proven results quality. Changing to an inferior Bing could negatively impact the Apple brand reputation if user satisfaction dropped. Keeping users and ensuring customer loyalty is undoubtedly a top priority.
Future of Search Engines
With AI systems getting better, search engines of the future may change. However, the judge in the antitrust case said AI is not advanced enough yet to replace traditional web search. Overall, Google remains the best search option for the time being, compared to Microsoft Bing, according to Apple’s assessment.
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