Apple to Bing

Apple considering using Microsoft’s Bing search engine as the default for the iPhone is a fairly straightforward business move. Apple cannot overlook the importance of mobile advertising, which is a main business process of their new Smartphone competitor Google. The actual mechanics for how the iPhone would use Bing for advertising kickbacks will be interesting.

Most of the discussion on this switch has to do with the unfortunate parting of ways for Apple and Google who have carried the flag of innovation in recent years. But I think we are also seeing a transition of players. Microsoft is still a very powerful market share asset that both Apple and Google can find valuable partnering opportunities. I think Microsoft is starting to realize the importance of these new stars. It will be very interesting to watch Microsoft court new business partnerships with Apple and Google. It may mean that Microsoft gives up on any hope for being a player in the mobile market, but it could ensure their continuing success in the laptop and desktop market.