[macintux]

They could compete, but it would be a money hole. You’d have to spend billions and years to reach some level of parity with Google to persuade enough people to switch, and even then the marketing spend necessary to reach any significant level of switching would be another massive investment.

[jeffbee]

"wah, this is hard" is not an antitrust case. Anyway it's clearly not all that hard since Bing exists. The fact that Apple sells iOS users' attention for six billion dollars a year is strong evidence of Bing's strength. Market prices are set by the 2nd bidder, not the highest bidder. The price Google pays to Apple is what those eyeballs would have been worth to Microsoft, not how much they are worth to Google.

[Osiris]

See Bing