Microsoft considered selling Bing to Apple in 2020 in a deal that would have resulted in Bing replacing Google as the default search engine on Apple devices. Talks between the companies were only exploratory and did not progress. Apple did not move forward with the deal due to the money it earned from Google and because it thought that Bing would not be able to compete with Google in quality and capabilities. The Apple/Google deal is currently under scrutiny due to the antitrust trial between Google and the US Department of Justice.
Take a moment and think how hard it is for people to switch from the default search engine. Even the smallest of changes become impossible to apply on large scale. Without the proper motive.
