News by Luke Jones on Thursday June 05, 2014.
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You know why you hear about a mobile platform war but not a search engine war? It's quite simple really; Google's Android and Apple's iOS are true rivals, close enough in the market that the slightest mistake from one can turn into a huge victory for the other. In terms of search engines, it is not like that because Google simply utterly dominates the market, thrashing nearest rival Bing to make it not even a contest.What is interesting though is Microsoft's undoubted improvement in this area over the last two years. The numbers may not be on Bing's side, but Redmond has crafted a very robust search engine that increases functionality on a regular basis, is clean, easy to use, and good looking. Google is arguably all of things too, while it does many things better, but the fact remains Bing is a compelling alternative. If Microsoft is going to turn Bing into a true search competitor, it will have to do it on mobile, and with some serious names as partners. As partners go, it does not get much bigger than Apple, which has decided to throw some of its considerable weight behind Bing. The company did not make a song and dance of it at WWDC, but Bing is now Apple?s search engine of choice for Spotlight, the internal system search for iOS 8 and OS X Yosemite. That announcement follows Apple's earlier collaboration with Microsoft to make Bing the default web search for Siri. Bing's gain is hardly Google's loss as Mountain View's all-conquering search engine will just go on, well, conquering. However, it certainly does Bing's long term prospects no harm to be further tied to the biggest tech company of them all, and also be a part of one of the only growing computer markets with Mac. You'll also notice that Apple's WWDC presentation featured Safari using Bing to translate foreign languages, not Google. Google remains the default search provider for Safari, but of course in any of the programs users can change and select the search provider of their choice. source: TUAW