Google and Microsoft ended a six-year truce over legal battles. The two companies attempted to resolve the impasse through a series of escalating negotiations as stipulated in the agreement. The matter reached the final stage, with CEOs Satya Nadella and Sundar Pichai holding a series of unresolved talks. It is this lack of a solution that appears to have led to the dissolution of the agreement.
The Financial Times reported that Microsoft and Google reached an unusual truce in 2015, which expired in April. The agreement was reportedly crafted to avoid legal battles and complaints to regulators. That means we haven't seen Microsoft and Google publicly complain against each other since the days of Scroogled, a campaign that attacked Google's privacy policies.
It now appears that the legal battles may be returning, and some evidence of that has emerged recently. The search giant criticized Microsoft for trying to change the way the open web works earlier this year. And that's after Microsoft publicly backed a law in Australia that would force Google to pay news publishers for content.
Microsoft also criticized the search giant's dominance of the advertising market. Claiming that publishers are forced to use Google's tools that feed the search giant's revenue. The rivalry between the two has been quiet for the past five years, thanks to a legal truce.
Microsoft remained silent during the US government's antitrust lawsuit against Google last year. And that despite being the second search engine at the time. The Financial Times reported that the agreement between Microsoft and Google was also supposed to improve cooperation between the two companies. Microsoft had hoped to find a way to run Android apps on Windows.
This clearly did not work. Microsoft turned to Amazon instead to run Android apps via Windows 11. Some of the battles between Microsoft and the search giant were intense before this agreement. It will likely intensify again.
During the height of Windows Phone in 2013, a battle between Microsoft and the search giant was taking place over YouTube. Months later, Microsoft was selling anti-search mugs and T-shirts. And it acted somewhat unexpectedly on Chromebooks.
Much has changed for both Microsoft and Google since the days of Scroogled - including new leadership on both sides - but the search giant's attack on Microsoft earlier this year proves that the tech giants are ready to battle again.