When we carry out a search on the Internet we use a specific search engine and that is, for a large part of the population in the world, Google. It is not new if to talk about Google we must also talk about Microsoft and vice versa, and the agreement between the two large technology multinationals comes from yesteryear.
Now comes a new chapter that takes us back years, to what could have been from Google and is not. And just as we have known The American Microsoft search engine could have been owned by Apple in 2020 and perhaps the current panorama would have changed significantly.
Microsoft negotiated with Apple
As other sources have advanced, the scenario of the technology sector could be very different from what we know today, or not, we will never know that. What we have known is that in 2020 the negotiations between two large companies in the technology sector were a reality.
The truth and truth, and the only thing that can be computed today, is that the Chrome search engine company is today the one that leads, above all others, the search engine race. Google has no competition in this case, however we cannot help but imagine what would have happened if Apple, one of the most powerful technology companies in the world, had accepted Microsoft’s proposal.
It was the year 2020 when the history of these corporations could have changed, and Microsoft and Apple sat down to negotiate, and the exchange was the Bing search engine. We have now learned that Microsoft executives and the person in charge of Apple services at that time, Eddy Cue, were present at those meetings.
From those meetings nothing went as expected at first, and although the attempts were continuous, the situation remained as we know it today, Bing is from Microsoft and Google Chrome continues to lead the search engine landscape.
But what happened so that the agreement did not go ahead? Now with the latest events we have learned what could have happened in those meetings, and in addition to Microsoft’s ability or not to compete against Google, money is involved.
The Google and Apple agreement that keeps them together
The now Senior Vice President of Apple Services was always clear and was forceful in the negotiations with Microsoft: Apple firmly believed that Google was the best search engine possible.
He primitive agreement between both companies dates back to 2002just before the arrival of the first native web browser for Mac devices, and little by little they grew until they reached the point where we are today.
Google is immersed in an antitrust investigation
It can be sweet for any company in the sector to try to appear as the default search engine on iPhone devices, and this is what the American Microsoft tried to achieve.
Now these alliance attempts have come to light as part of an antitrust investigation that is being carried out in the US and that has Google in the eye of the storm, and that is because The company is being accused of using its preferred position in the search market.
The US Department of Justice is precisely using the agreement between Google and Apple to argue that the search engine company par excellence is unfairly dominating the online search market.
In this dispute, the US Department of Justice (DoJ) accuses the technology multinational of receive in 2020 from Apple an annual figure that ranged between 4,000 and 7,000 million dollars in exchange for using its default search engine on the firm’s devices, that is, iPhones, iPads, Macs and Safari.
Eddy Cue himself stated in his statements that Apple did not need to make its own search engine because they considered that Google’s had everything they could need.
With all this on the table, these revenues were the ones that could possibly have prevented the agreement between Microsoft and Apple, however the most recent figures already point to amounts close to $15 billion.
The competition between Microsoft and Google continues
Despite all this, the competition between both technologies continues to be a reality. Microsoft has tried at all costs to replace Google as the default search engine, so much so that Jon Tinder, director of the company, has declared that the company he leads tried, without success, to make a large, multimillion-dollar investment to try to compete with Google Search.
It is also worth remembering that between 2012 and 2017 Apple used Bing as a search engine for Siri and Spotlight, although this agreement was short-lived and Google once again took the lead.