That ~$11 billion is revenue not profit. We'd have to compare Bing's lower profit numbers to the various reports ($4-$7 billion? $18 billion?) of Apple payments from Google.
Microsoft doesn't break out profit/loss for Bing in its financial reports so we (as outsiders) can't calculate an ROI. It's probable that Apple has enough inside info from Microsoft to determine if the ROI makes sense for them.
That ~$11 billion is revenue not profit. We'd have to compare Bing's lower profit numbers to the various reports ($4-$7 billion? $18 billion?) of Apple payments from Google.
Microsoft doesn't break out profit/loss for Bing in its financial reports so we (as outsiders) can't calculate an ROI. It's probable that Apple has enough inside info from Microsoft to determine if the ROI makes sense for them.