Apple is in talks with rival Microsoft about switching the iPhone's default search engine to Bing from Google, a move that reflects the increasing competition between Apple and Google. Apple iPhone 3GS More Photos View Specs Cupertino, Calif.-based Apple currently uses Google as its main search engine, requiring iPhone owners to actively change their settings to use Bing. The partnership would mean users automatically get Bing search results, helping Microsoft increase its market share from Google in the blossoming new area of mobile search. Its tie-in to mobile advertising carries additional financial benefits from ad revenue alongside the search results, which Microsoft may be willing to share with Apple to close the deal. Before Apple released the iPhone in 2007, the company agreed with little hesitation to use Google as its default search engine, because it saw the Internet giant's popular software as a driving factor to its new device. They even collaborated on a special version of Google Maps and YouTube, customized to run faster on the handset. But the two companies have recently begun competing in overlapping markets, such as mobile devices. Earlier this month, Google announced plans to sell the Nexus One, its own smartphone, directly challenging the iPhone. Last year, Apple blocked Google Voice, an application that bypassed carriers to allow voice calls over the Internet, from its App Store.