Bing Now Lets Users Sign In With Google and Apple Accounts

Bing sign-in change now allows users to log in with Google and Apple accounts, giving Microsoft’s search engine a broader identity system beyond Microsoft accounts, as spotted by Windows Latest.

Microsoft has confirmed that Bing now supports sign-in through Google and Apple accounts. The change follows the recent addition of Google account sign-in support in Microsoft Edge and shows that Microsoft wants to reduce friction across its consumer services.

Users can now visit Bing.com, select Sign in, and choose Continue with Google or Continue with Apple. This gives Android, Gmail, iPhone, and Apple ID users a faster way to access personalized Bing features without creating a Microsoft account.

Bing No Longer Requires a Microsoft Account for Key Features

The biggest change is that a Microsoft account no longer appears to be required for several Bing experiences.

According to the current behavior, signing in with Google or Apple does not seem to create a Microsoft account in the background. That makes this different from older sign-in flows, where users entering a Gmail address could still end up with a Microsoft account tied to that email.

This makes Bing feel more like a standalone web product instead of a service locked behind Microsoft’s account system.

Microsoft Rewards Now Works With Google and Apple Sign-In

Microsoft Rewards also works with Google and Apple accounts.

Users can earn points, track progress, and redeem rewards while signed in with a non-Microsoft identity. This removes a major barrier for users who wanted Rewards benefits but did not want another account.

Bing Features Open Up to More Users

The new sign-in support also affects several Bing services.

Users can now access personalized features across Bing Video Creator, Image Creator, Translator, AI tools, Video Search, Bing News, Bing Maps, Bing Wallpaper, Bing Travel, and Shopping without relying on a Microsoft account.

This does not make Bing account-free, but it makes Bing account-flexible. Users can keep their existing Google or Apple identity while still getting a signed-in Bing experience.

Bing Could Use Easier Sign-In to Feed Copilot Growth

Microsoft has been trying to push Copilot across Windows, Edge, Bing, and Microsoft 365. However, recent reports suggest paid Microsoft 365 Copilot adoption remains low.

Bing gives Microsoft another path. Even if users sign in with Google or Apple, they still become signed-in Bing users. That creates a larger audience for Microsoft’s AI tools, creative features, and Copilot-powered experiences.

The practical takeaway is simple: users who avoided Bing, Microsoft Rewards, or Bing’s AI tools because of the Microsoft account requirement now have one less reason to stay away.