Google loses monopoly, but Microsoft can't replace it: 5 Reasons Apple won't use Bing in Safari

Apple and Google started working together on Safari search in 2002. Back then, Apple could use other search engines too. In 2007, Google made a deal to be the only search engine on Safari.

Today, Safari still uses Google. Google pays Apple a lot of money for this. (Bloomberg says Google paid Apple $20 billion in 2022.)

Many people think Microsoft can't do the same with Bing. Microsoft tried hard to make Bing the default search on Safari. But in the antitrust case, Apple's VP of Services Eddy Cue said no amount of money from Microsoft would make Apple use Bing in Safari. Here are 5 reasons why:

Eddy Cue said Bing is "worse" than Google Search. In 2021, Apple tested Google and Bing search results. Bing was better than Google for desktop design, but Google was better in all other aspects.

Even though Microsoft offered to share 100% of Bing's income with Apple, Cue worried Bing wouldn't make enough money because it's "terrible" at making money from ads.

To work with Microsoft, Apple would have to stop working with Google. In an email to Apple CEO Tim Cook, Cue said Apple would "risk its income" if it stopped working with Google.

Interestingly, Google figured out how much Microsoft would need to pay Apple to match Google's offer. The result: Microsoft would have to pay Apple "122% of Bing's income share" just to match Google's 33.7% income share.

The antitrust ruling said Google has an excellent brand, which makes Apple want to keep Google as the default search in Safari.

Cue said: "It's a great product for our customers, and we want customers to know they're getting Google search." Cue said this helps both sides, as Google benefits from Apple telling the world that "Google is the best search engine." After all, Apple is seen as one of the most trusted brands, so users expect Apple to work with a company that provides good service.

However, working with Microsoft Bing, which has a smaller market share, might not be what Apple users want.

Cue said Google knows how to advertise and make money well. Apple's VP of Services said the Cupertino-based tech giant would only stop working with Google if Apple saw it as a company they no longer wanted to do business with. Cue said: "It's easy to stay with Google because it's almost a sure thing."