What if every time you searched for something on your iPhone, the mobile opened a Bing tab? Let’s not forget that the first Macs used Internet Explorer. The debate has been open for years: while Cupertino boasts of measures to defend our privacy, they are at the same time receiving multi-million dollar checks from Google in exchange for using Chrome as the default browser on all iPhones, iPads and Macs and Google. Search is not a search engine that stands out precisely for its privacy.
Not long ago, it was discovered that Microsoft wanted to change this four years ago, in the middle of a pandemic. The evidence was revealed during the Google trial. It emerged that From Redmond there were intentions to sell the Bing search engine to Apple. An attempt to make it the default on devices used by hundreds of millions of people every day. Since then, everything has changed.
If the search engine is yours, you will prioritize it
By mid-2024 and in the European Union, Every time we update macOS or iOS, we are asked which search engine we want to use to locate information and which browser we are going to use. Two decisions that have changed everything: it is the user who decides. Of course, we are creatures of habit and although there is life beyond Safari, many will opt for the combination of Chrome and Google. Although there are also Edge and Opera.
But just two years ago, everything was different. And be careful, because Bing’s history with Apple is not short: let’s remember that It was the default search engine on Apple devices from 2013 to 2017. Google took the lead with its wallet, damaging Bing’s numbers and leaving it in a rather precarious position compared to other search engines of the time.
Microsoft’s reaction was ambitious: the company considered selling Bing to Apple. In this way, Apple would have its own search engine to prioritize (naturally) over Google’s and adapt it to its needs. Apparently There were conversations with Eddy Cue who “explored” the idea. However, the proposal did not come to fruition.
Eddy Cue Tells Judge Google Has ‘Best Search Engine’
In the same trial where this evidence emerged, Eddy Cue himself answered the eternal question of many users: why does Apple accept Google’s money to set its search engine as the default when in terms of privacy, this can be one of the worst possible options? Eddy Cue’s response was quick: The executive admitted that this is not the best option in terms of privacybut Google search is where it’s at because it’s the best, most powerful, and most versatile search engine out there.
After these conversations, it is clear that Google search is becoming “the only” current option for Apple “with no valid alternative at present”. Ironically, Bing now has much more potential thanks to the emergence of generative AI.
The reality is that Edge has gained ground and even works better than Safari on slightly older computers. Perhaps Eddy Cue would have thought more deeply about what to do if the circumstances were those of 2023 and not those of 2020. Thanks to the integration of Copilot, the Edge browser and the Bing search engine have gained many followers.
Remember, we’re not talking about forced search engines, but rather search engines that are set as default. Apple offers you the option to switch to more private search engines like Bing or DuckDuckGo at any time, but the battle to be the one that’s ready to go is fierce. It involves a lot of money and, apparently, court battles..
An older version of this article was originally published on 2023-09-29.
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