Microsoft is apparently making it easier for iOS users to find apps using the Bing search engine. The Bing team has improved iPhone mobile app discovery across its latest updated version of Bing Mobile Browse. Microsoft is trying to surface applications that people would never have searched for through its Bing search Engine. Bing’s program manager, Mujahid Hasan explained the following: ”We are helping people with this “serendipitous discovery” by surfacing relevant apps automatically in the context of normal search queries.” As of right now, the feature is U.S only but it surfaces iPhone applications in the context of a normal web query. For example, if you search for Facebook or Hotels in Seattle, you will be presented with the Facebook application and trip/hotel related applications. iPhone users can also specifically search for the application they are attempting to find. If you search for “news apps” then you will be presented with applications such as CNN News or Fox News. You can even search for “Fruit Ninja” and you will be presented with a link to the application, making it more convenient for iOS users who also use the Bing search engine. iOS device users can download the applications from iTunes, thanks to a handy download link in the Bing search. Microsoft hasn’t stopped just there though, you can also launch some apps directly from the search results. If an application isn’t installed when you click the “download app” link, it will take you to the iTunes App Store. Over 50 apps, including Facebook, IMDb, and Yelp can be launched directly from a Bing search result. Some apps even support deep launching, allowing a search query to be placed into the application. For example, if you search for “Thor 3D’ and you have the iMDb application already installed, clicking on the download link will launch you into the IMDb search experience within the IMDb iOS app. The updated iOS app search is already available on m.bing.com for those of you who are interested in checking it out. Authors: