During the developers' conference, WWDC 2014, Apple CEO Tim Cook had some negative comments about Windows 8. Considering what he said, you would think his company would have nothing to do with Microsoft ever again, but that is not the case. Tech companies pretend they are mortal enemies, but the truth of the matter is they really need each other, and the adoption of Bing by Apple for its Spotlight Search proves that point.
The search market is dominated by one company, and it is Google. The March 2014 comScore qSearch analysis has Google with 68.9 percent of organic search results, while Bing obtained 27.1 percent.
The decision for Apple to use Bing obviously has nothing to do with numbers, so why has it opted to use the Microsoft search engine in its new version of Spotlight when it launches Mac OS X Yosemite and iOS 8 mobile operating system later this year? One reason might be because it is happy with how Bing is performing with Siri after it dropped Google last year. However, Google is still the default browser on Safari, which raises more questions as to why Apple can't make up its mind.
Many have speculated whether Apple is getting ready to launch its own search engine and that is why it is slowly but surely weaning its users from Google one platform at a time. While this might be a possibility, the likelihood of it happening is slim to none because of the difficulty of scaling search, and the strong competition it faces from Google and Microsoft. Even though Apple does enjoy some popularity, Windows and Android overwhelmingly dominate the world.
Perhaps Apple can't just drop Google for contractual reasons, which obligates it to keep the search engine for the foreseeable future, or maybe Apple doesn't want the same backlash as when it got rid of Google Maps. Whatever the reason Apple is keeping both companies, and as long as its customers are not complaining this will be the modus operandi, that is until WWDC 2015.
Edited by Alisen Downey