All Microsoft has to do is let people white label their Bing product, look at DDG...that's Bing's engine. Most people don't know, or care. The results are good. That's actually how Google became so popular, Yahoo used Google. Bing just needs to keep integrating itself into the next big things. Unfortunately Google often will pay a handsome sum to make sure it keeps a foothold...I mean look at Siri. It went from Google to Bing to Google. No doubt there was a negotiation that caused that. Given Apple's focus on privacy, it would be a bit surprising if they don't switch again.