Before investing in Bing powered by ChatGPT, Microsoft wanted to sell this tool to Apple.
According to Bloomberg, Microsoft initially promoted Bing as a way for Apple to replace Google as the default search service on iPhones, MacBooks, and devices developed by the company. However, the agreement did not pass the negotiation stage.
executives At this time, Microsoft approached Eddy Cue, Apple’s Vice President of Services, who closed the deal with Google (worth $4 to $7 billion in 2020) to hire him. The search giant has a default position in the “apple” ecosystem
Recently, Google’s paid presence on Apple devices was examined as part of the US Department of Justice’s antitrust trial into Google’s business practices. Eddy Cue told the court earlier this week that he didn’t think there had been a provider with search capabilities that came close to Google’s, noting that Apple didn’t have a useful alternative.
Bloomberg said the main reason why negotiations to acquire Bing were unsuccessful was because of money issues in the deal between Apple and Google, although it was also related to quality and delivery capabilities.
Microsoft has also considered spending more money than Google to become the default search engine in the Apple ecosystem. Jon Tinter – CEO of Microsoft said the company also considered making a large investment in Apple in 2016. He said that CEOs Satya Nadella and Tim Cook met in discussions, predicting that Microsoft would lose. lost money on the investment but saw this as part of increasing market share for Bing.
If acquired by Apple, Bing would almost certainly have been completely rebranded and redesigned, and could have been incorporated into other services like Siri.