Apple will incorporate web search results from Microsoft Bing into its voice-enabled Siri personal assistant in iOS 7, the Cupertino-based company said today as it unveiled the next operating system for iPhone and iPad.

It’s a major win for Microsoft in its effort to gain traction for its search engine, and highlights the ongoing tension between Google and Apple on a variety of fronts. It continues a tradition of Microsoft and Apple being able to set aside their rivalries to work together on selected projects.

Previously, Siri used whichever search engine was selected by users in their iOS settings, where Google is the default. Under the new arrangement, Microsoft says Bing will be used for all web search in Siri. The company declined to disclose financial terms of the deal.

“Bing was designed from the outset to be a great place for web search helping customers quickly find what they are looking for and get more out of search,” said Derrick Connell, a Microsoft Bing corporate vice president, in a blog post. “We are thrilled that all the great results people have come to know and love on will now be available to Siri users on iPhone, iPad and iPod touch.”

The arrangement is surprising in part because of a recent ad in which Microsoft used the voice of Siri in an attempt to ridicule the iPad.

Other new features in Siri include the option for a male voice, plus Twitter search integration. Apple plans to release iOS 7 as a free update this fall for on iPhone 4 and later, and iPad 2 and later.

More news from Apple’s WWDC: 

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  • guest

    Good win for Bing. Maybe it’ll only loose a couple billion now. MS can ridicule Siri all they want but – years later – they still have nothing even remotely comparable.

    • guest 2

      Uh… you can do pretty much the same things with voice on Windows Phones as you can with Siri.

    • Generalkidd

      Lol less then one year later, hello Cortana!

  • Mike Hall

    I don’t like Google either and always use Bing. It works for me..

  • tod

    I hate Google. Good news for me

  • panacheart

    Google is the better search engine, but Microsoft is less of a threat to Apple. Currently Apple is a bigger enemy to Google than MSFT, so the move isn’t surprising.

  • Rick Noel, eBiz ROI, Inc.

    A good reason for search marketers to starting caring a lot more about Bing, at least for now, especially given the attractive demographics of Apples market. I am not sure if it is a win for Apple users, especially now that they no longer have the choice to use Google, which many may love to hate, but has by far a more extensive index and a commanding 2/3 share of the market share maintain over at least 4 years even though the competition is only a click a way. Maybe an instance of Apple cutting off its nose to spite its face. The test of success will be to see if Siri exclusive with Bing survives to iOS 8.

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