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Rumors have resurfaced of ongoing negotiations between Microsoft and Apple involving the addition of Bing to the next generation iPhone. iPhone OS 4.0 could see Bing as an option next to Google and Yahoo if the talks are successful.

Initial reports from TechCrunch claimed that a deal was in place, however now it sounds like this is not the case. In January, Business Week reported that Apple could replace Google with Bing as the default search engine. According to TechCrunch, the purpose of these latest discussions is not to replace Google.

All eyes are on the relationship between Apple and Google as the companies continue to encroach on each other's territory. Now Business Week reports that negotiations between Microsoft and Apple have been taking place for weeks. The subject of the conversation: replacing Google with Bing as the default search engine on the iPhone.

This development comes as Google pioneers its own phones and the Android mobile OS to compete with Apple's iPhone. For its part, Apple is working behind the scenes to develop its own mapping and mobile advertising business.

Apple is scooping up new talent left and right these days. After purchasing PA Semi to help them design their own microprocessors, Apple has bought the mapping outfit Placebase. Could this signal a further divide between Google and Apple?

Google provided the data and helped develop the Maps iPhone application from the very beginning. Now Jaron Waldman, founder and former CEO of Placebase, is a member of the Apple Geo Team.

Maybe the conflict between two giants was brewing in the background the whole time. The partnership between Apple and Google looks to be on edge ever since Google decided to get into the mobile phone business, launching the open source platform Android.

Apple, as we know from countless reports of application bans, rescinded approvals, and the rejection of Google Voice, keeps strict and inconsistent control of their iPhone OS. In fact, previous Google apps appearing in the App Store have had the privilege of using tools hidden from the average developer.

We've already reported in this forum about the patent awarded to Apple for a "Touch screen device, method, and graphical user interface for determining commands by applying heuristics." Well it seems they've already flexed their muscle with Google during the development of Android.