Google says Microsoft offered to sell Bing to Apple in 2018, but search-quality issues got in the way
Apple CEO Tim Cook, left, and Eddy Cue, Apple’s senior vice president of services attend the Allen & Co. Media and Technology Conference in Sun Valley, Idaho, on July 10, 2019.
Patrick T. Fallon | Bloomberg | Getty Images
Microsoft offered to sell its Bing search engine to Apple in 2018, Google said in a court filing earlier this month. The document, from Google’s antitrust case against the U.S. Justice Department, was unsealed on Friday.
The legal battle over whether Alphabet has a monopoly in web search advertising touches on key agreements Google has in place with Apple and Android phone makers to ensure exclusivity of its search engine. In 2021, Google spent more than $26 billion to keep its search engine the default, according to a slide shown during the trial in October. Google has been trying to prove in the case that it competes fairly.
In the filing earlier this month, Google argued that Microsoft pitched Apple in 2009, 2013, 2015, 2016, 2018 and 2020 about making Bing the default in Apple’s Safari web browser, but each time, Apple said no, citing quality issues with Bing.
“In each instance, Apple took a hard look at the relative quality of Bing versus Google and concluded that Google was the superior default choice for its Safari users. That is competition,” Google wrote in the filing.
The Justice Department said in its own newly unsealed filing that Microsoft has spent almost $100 billion on Bing over 20 years. The Windows and Office software maker launched Bing in 2009, following search efforts under the MSN and Windows Live brands.
Today Bing has 3% global market share, according to StatCounter. In the fourth quarter, Microsoft generated $3.2 billion from search and news advertising, while Google search and other revenue totaled $48 billion.
Google said in its filing that when Microsoft reached out to Apple in 2018, emphasizing gains in Bing’s quality, Microsoft offered to either sell Bing to Apple or establish a Bing-related joint venture with the company.
“Microsoft search quality, their investment in search, everything was not significant at all,” said Eddy Cue, Apple’s senior vice president of services, according to the filing. “And so everything was lower. So the search quality itself wasn’t as good. They weren’t investing at any level comparable to Google or to what Microsoft could invest in. And their advertising organization and how they monetize was not very good either.”
Google said Apple CEO Tim Cook sent an email to Apple executives about the assessment of Bing, but his remarks are redacted in the filing.
Representatives for Google and Microsoft did not immediately respond to a request for comment.
In October, Microsoft CEO Satya Nadella testified in the trial that he has “focused every year of my tenure as CEO to see if Apple would be open” to a default arrangement for Bing.
Cue testified that “if Apple did not receive the massive payments it sought from Google, Apple would have developed its own search engine,” the Justice Department asserted in its filing.
Bloomberg reported in September, citing unnamed individuals, that in around 2020 Microsoft executives held “exploratory” talks with Eddy Cue, Apple’s senior vice president of services, about selling Bing to Apple.
WATCH: It’s unclear if Google can retain its dominance in tech, says Loop’s Rob Sanderson
An Amazon worker moves boxes on Amazon Prime Day in the East Village of New York City, July 11, 2023.
Spencer Platt | Getty Images
Amazon is extending its Prime Day discount bonanza, announcing that the annual sale will run four days this year.
The 96-hour event will start at 12:01 a.m. PT on July 8, and continue through July 11, Amazon said in a release.
For the first time, the company will roll out themed “deal drops” that change daily and are available “while supplies last.” Amazon has in recent years toyed with adding more limited-run and invite-only deals during Prime Day events to create a feeling of urgency or scarcity.
Amazon launched Prime Day in 2015 as a way to secure new members for its $139-a-year loyalty program, and to promote its own products and services while providing a sales boost in the middle of the year. In 2019, the company made Prime Day a 48-hour event, and it’s since added a second Prime Day-like event in the fall.
Prime Day is also a significant revenue driver for other retailers, which often host competing discount events.
Technology
SK Hynix shares extend gains to over 2-decade highs as parent group reportedly plans AI data center
OpenAI CEO Sam Altman speaks during the Snowflake Summit in San Francisco on June 2, 2025.
Justin Sullivan | Getty Images News | Getty Images
OpenAI has been awarded a $200 million contract to provide the U.S. Defense Department with artificial intelligence tools.
The department announced the one-year contract on Monday, months after OpenAI said it would collaborate with defense technology startup Anduril to deploy advanced AI systems for “national security missions.”
“Under this award, the performer will develop prototype frontier AI capabilities to address critical national security challenges in both warfighting and enterprise domains,” the Defense Department said. It’s the first contract with OpenAI listed on the Department of Defense’s website.
Anduril received a $100 million defense contract in December. Weeks earlier, OpenAI rival Anthropic said it would work with Palantir and Amazon to supply its AI models to U.S. defense and intelligence agencies.
Sam Altman, OpenAI’s co-founder and CEO, said in a discussion with OpenAI board member and former National Security Agency leader Paul Nakasone at a Vanderbilt University event in April that “we have to and are proud to and really want to engage in national security areas.”
OpenAI did not immediately respond to a request for comment.
The Defense Department specified that the contract is with OpenAI Public Sector LLC, and that the work will mostly occur in the National Capital Region, which encompasses Washington, D.C., and several nearby counties in Maryland and Virginia.
Meanwhile, OpenAI is working to build additional computing power in the U.S. In January, Altman appeared alongside President Donald Trump at the White House to announce the $500 billion Stargate project to build AI infrastructure in the U.S.
The new contract will represent a small portion of revenue at OpenAI, which is generating over $10 billion in annualized sales. In March, the company announced a $40 billion financing round at a $300 billion valuation.
In April, Microsoft, which supplies cloud infrastructure to OpenAI, said the U.S. Defense Information Systems Agency has authorized the use of the Azure OpenAI service with secret classified information.
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