Microsoft in 2018 dangled perhaps its best offer to Apple: Either 'sell Bing to Apple or enter into a joint venture regarding Bing.'
Apple rejected the 2018 offer after concluding 'that Bing's search quality had failed to improve and that little credence should be given to Microsoft's representation of improved quality.'
Microsoft search quality, their investment in search, everything was not significant at all...search quality itself wasn't as good. They weren't investing at any level comparable to Google or to what Microsoft could invest in.
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