Apple held talks with Microsoft about acquiring Bing in 2020

But come 2020, a new round of talks opened between Apple and Microsoft. Bloomberg reports that Microsoft executives met with Apple's Services VP Eddy Cue to discuss the possibility of acquiring Bing." These talks were reportedly exploratory" and never reached an advanced stage," Bloomberg says.

The revenue generated from its deal with Google was a key reason" Apple's talks to acquire Bing never advanced beyond that stage. The company also had concerns about Bing's ability to compete with Google in quality and capabilities," today's report explains.

Apple Bing sounds like something from hell. Imagine being forced to use Bing on every Apple device you own. That has to be one of the circle of hell Dante decided to not tell us about.