{"id":610315,"date":"2024-02-26T19:08:58","date_gmt":"2024-02-26T16:08:58","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-apple-rejected-microsoft-bing-deal-over-quality-and-advertising-worries\/"},"modified":"2024-02-26T19:08:58","modified_gmt":"2024-02-26T16:08:58","slug":"google-apple-rejected-microsoft-bing-deal-over-quality-and-advertising-worries","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-apple-rejected-microsoft-bing-deal-over-quality-and-advertising-worries\/","title":{"rendered":"#Google: Apple rejected Microsoft Bing deal over quality and advertising worries"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a419f7780600\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a419f7780600\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-apple-rejected-microsoft-bing-deal-over-quality-and-advertising-worries\/#Microsoft_claims_Google_which_pays_Apple_up_to_19_billion_a_year_to_be_the_default_search_engine_on_its_products_blocked_the_sale\" >Microsoft claims Google, which pays Apple up to $19 billion a year to be the default search engine on its products, blocked the sale.<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Microsoft_claims_Google_which_pays_Apple_up_to_19_billion_a_year_to_be_the_default_search_engine_on_its_products_blocked_the_sale\"><\/span>Microsoft claims Google, which pays Apple up to $19 billion a year to be the default search engine on its products, blocked the sale.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\nMicrosoft reportedly tried to sell Bing to <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">App<\/a>le in 2018 \u2013 but failed.<\/p>\n<p>The sale was unsuccessful because Apple had concerns about Bing\u2019s search quality, advertising unit and monetization capabilities, according to a document in Google\u2019s antitrust case against the U.S. Justice Department.<\/p>\n<p>Google argues that the failed sale highlights that Bing lost out because it is an inferior search engine, not because Google has made the search market unfair for its competitors, per <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.cnbc.com\/2024\/02\/24\/google-says-microsoft-offered-to-sell-bing-to-apple-in-2018.html\">CNN<\/a>.<\/p>\n<p><!-- \/1038259\/SEL_Post-text --><\/p>\n<div id=\"div-gpt-ad-1693000027709-0\"><\/div>\n<div id=\"post-break\"><\/div>\n<p><strong>Apple turns down Microsoft<\/strong>. Microsoft allegedly proposed either selling Bing to Apple or creating a Bing-joint venture together. Eddy Cue, Apple\u2019s senior vice president of services, explained why Apple said no to Microsoft in the filing:<\/p>\n<ul>\n<li>\u201cMicrosoft search quality, their investment in search, everything was not significant at all. And so everything was lower. So the search quality itself wasn\u2019t as good.\u201d <\/li>\n<li>\u201cThey weren\u2019t 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.\u201d<\/li>\n<\/ul>\n<p><strong>What Google is saying<\/strong>. Google claims that Microsoft\u2019s failed attempt to sell Bing to Apple demonstrates that Bing is an inferior search engine. Google wrote in the filing:<\/p>\n<ul>\n<li>\u201cIn 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.\u201d<\/li>\n<\/ul>\n<p>Google also argues that Microsoft approached Apple multiple times \u2013 in 2009, 2013, 2015, 2016, 2018, and 2020 \u2013 proposing to make Bing the default search engine in Apple\u2019s Safari web browser. However, Apple consistently rejected the idea, citing concerns about the quality of Bing\u2019s performance.<\/p>\n<p><strong>What Microsoft is saying. <\/strong>Microsoft denies its attempts to sell Bing to Apple were due to quality issues \u2013 on the contrary, the tech giant claims the sale was blocked by Google. Microsoft\u2019s CEO of Advertising and Web Services, Mikhail Parakhin, said he offered Apple more than 100% of the revenue or gross profit to make Bing its default search engine \u2013 but the proposal was rejected because of the Apple\u2019s deal with Google.<\/p>\n<p>Speaking at the federal antitrust trial, Parakhin alleged this was despite Microsoft offering to pay Apple more than Google \u2013 which he claims was offering in the region of 60%. He said:<\/p>\n<ul>\n<li>\u201cWe were just big enough to play but probably not big enough to win, if that makes sense.\u201d<\/li>\n<\/ul>\n<p><strong>What the DOJ is saying.<\/strong> Google has a financial agreement in place with Apple to be the default search engine on its products at a cost of around $10 billion a year. In addition, Google pays Apple advertising revenue \u2013\u00a0which is one of the search engine\u2019s biggest costs. The Justice Department asserted in its filing that Apple boss Cue testified:<\/p>\n<ul>\n<li>\u201cIf Apple did not receive the massive payments it sought from Google, Apple would have developed its own search engine,\u201d the Justice Department asserted in its filing.\u201d<\/li>\n<\/ul>\n<p>Google could pay Apple as much as\u00a0$19 billion<strong>\u00a0<\/strong>this fiscal year, according to an estimate from Bernstein\u00a0analyst Toni Sacconaghi. The DOJ claims these substantial sums of money are why Apple turned down a potential joint venture with Microsoft \u2013 not because Bing is inferior to Google.<\/p>\n<p><strong>Why we care<\/strong>. The U.S. Justice Department is suing Google, claiming it uses unfair tactics to maintain its position as the top search engine globally. If Google can demonstrate its search engine\u2019s superiority, it might succeed in the case. However, if it loses, Google could lose its automatic default search engine status on common Apple products, posing a potential threat to its dominance in the search market.<\/p>\n<p><strong>Market share statistics<\/strong>. The U.S. Justice Department claims Google owns a 90% market share in search. On the other hand, Bing has 3% of the global market share, according to\u00a0<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/gs.statcounter.com\/search-engine-market-share\">StatCounter<\/a>. <\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><!-- START INLINE FORM --><br \/>\n<!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\"><strong>Deep dive<\/strong>. Read our Google antitrust trial updates for everything you need to know.<\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n    About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n                        <img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Nicola Agius\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/nicola_agius\"><noscript><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/nicola_agius\" alt=\"Nicola Agius\" width=\"140\" height=\"140\"><\/noscript>\n                                            <\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n                            <strong>Nicola Agius<\/strong>\n                        <\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=nicola_agius&amp;tw_p=followbutton&amp;variant=2.0\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n                            <\/div>\n<div class=\"col-auto\">\n                                    <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/nicola-agius-8b330956\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n                                <\/div>\n<\/p><\/div>\n<p>                        Nicola Agius is Paid <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Media<\/a> Editor of Search Engine Land after joining in 2023. She covers paid media, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company&#8217;s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book Mastering In-House SEO.                   <\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology<\/a><\/span> category.<\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/google-micorosft-bing-sale-rejected-apple-quality-437914\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Microsoft claims Google, which pays Apple up to $19 billion a year to be the default search engine on its products, blocked the sale. Microsoft reportedly tried to sell Bing to Apple in 2018 \u2013 but failed. The sale was unsuccessful because Apple had concerns about Bing\u2019s search quality, advertising unit and monetization capabilities, according&#8230;<\/p>\n","protected":false},"author":1,"featured_media":610316,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2023\/05\/Shutterstock_2269496493.jpg","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[48041,70286,147878,107942],"class_list":["post-610315","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-bing","tag-microsoft","tag-paid-social","tag-ppc"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/610315","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=610315"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/610315\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/610316"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=610315"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=610315"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=610315"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}