Apple did this with the phone. Entered a very mature market with a product that was so so much better then the market and people switched. Saying you can't enter an established market and turn heads . . .. well you can. It's just very hard, you need a superior product. MS's Bing is just not a superior product. And by superior you need to be better in ways people can understand. Technically better doesn't matter squat in people's eyes. The iPhone 1 was inferior in many ways but it was sexy, and made the basic tasks much easier. That's why people loved it.
Bing on the other hand, looks nice but it does nothing Google does not do on the surface. Yes it's search algorithm is much less biased then the Google's one. But that's the technical specifics most people don't care about. MS need to do something to make Bing one step ahead of MS. Advertise Bing everywhere, give it features that make it a dream to use and find the exact search results you want. But this is tough as there's not many features you can add to a search engine. Type in what you want to search and press search. All the rest is the algorithm working in the background.
This is MS's task ahead of it. Either leave Bing as is, 2nd fiddle to Google, or really think hard on how to make it more attractive.
I reckon the number one way to do this is to get Bing to be the default search of choice on iOS devices. Yes in this instance MS needs Apple. A partnership of sorts. MS promise to keep Bing up to date, looking pretty (to the Apple standard of pretty) and the search algorithm unbiased. And Apple's end of the bargain is they have good stable non google search as the default on iOS. I'm sure MS would be up for it. Apple just not need to be too demanding on their wants. Apple has a history of having all their wants met or walking from the negotiating table.
Apple want less and less to do with google. Maps is one example of this. And MS want more Bing exposure. And this would mean by proxy more MS exposure. I know Apple had the whole Apple vs PC ads. Even one about the many different Vista versions. But Apple needs to put this aside and work with MS. Both parties benefit here. And it is a win vs the big enemy. That being google.
I never said or implied it was impossible. Just unlikely. And frankly, I don't think apple has enough to gain by making their own search engine, unless of course they code in a little bit of their own bias when doing searches, which is certainly also possible.
In terms of maps, it's up in the air which side is trying to distance themselves from the other. I have heard many claims that google simply didn't want to agree with apple's terms any longer. I had also read google wasn't allowed tondontheirnown turn by turn. On the flip side, I've read google refused, when asked by Apple, to downturn by turn. So who donee believe? Which side is right? Unless you have some insider information, which I would certainly love to hear, I don't think we can concretely say Apple is distancing themselves from google. If I may add my opinion, I think google is the one adding the distance. Look at push email. They killed that for new devices registered past 01/31/13. That was 100% Google's move.
Opinions differ on just why the iPhone was and continues to be so successful. I would put the sexy factor as number one with full Internet web browsing a close second. But they also entered the market a little differently. Before, smartphones were for the business class. If you weren't a businessman who had to check his emails on the fly, you simply didn't have a smartphone (yes, exceptions existed, as they do with nearly everything). I am not sure how one would do that with a search engine, which is used by the rich, the poor, the business tycoon, or the small business owner. Again, not saying it can't be done. I'm simply saying I are this as a different case, and one where apple really doesn't have all that much to gain. As I mentioned before, Apple isn't one to give out free services to non Apple users in the n first place.
I can see apple supporting bing. But really only if they feel Google is truly censoring search results. Based on a few of my searches, it's up in the air for me. I got plenty of searches that I thought should turn up an iTunes app and got nothing. I got plenty that showed just iTunes. I got plenty that showed just google play. And I got plenty that showed both. The thing with conspiracy theories is that the theorists get all up in arms. The companies don't react like we do. They don't just build a new search engine because they feel their app should be at the top. It simply doesn't work that way.