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JASON REDMOND/AFP/Getty Images

Microsoft is rebranding its news apps on iOS and Android as "Microsoft News," as a part of a new push to house most of its news products under an AI-powered "Microsoft News" umbrella.

Why it matters: Microsoft has been experimenting with news products for years, but many have struggled to break through. Their efforts to consolidate all of their news efforts into one "News" destination more closely mimics the cross-platform strategies of Google News and Apple News.

Microsoft has attempted to rival Google News as far back as 2003, when it launched an an automated news service product called MSN Newsbot. In 2016, it launched of NewsPro, an app powered by a customized news bot called "Rove."

What it includes: The new "Microsoft News" brand will encompass news across Microsoft's properties, including its Microsoft Edge web browser, news sites like MSN.com, the News app in Windows 10, Skype, Xbox and Outlook.com, according to a statement. MSN.com will keep its name.

  • The new apps will include new personalization features, continuous reading breaking news alerts, and a dark mode for night reading.

How it works: The company says its News brand will use its "long-tested approach" of curating news via publishing partnerships, human editors, and AI. "We work with more than 1,000 premium publishers and more than 3,000 brands," the company says, citing editorial partnerships ranging from The New York Times to Fox News.

  • The mix of humans, partnerships and algorithms makes it more like Apple News than Google News, which has relied almost exclusively on algorithms

Our thought bubble: Microsoft's efforts could be bolstered by its Windows product, which reaches a significant number of desktop users.

  • At the same time, it’s unclear how many of those will be avid enough users to take up the app on other platforms, like iOS and Android where Apple and Google already have more established news apps.

Go deeper

"Atmospheric river" swings Northern California from drought to flood

The bomb cyclone and atmospheric river seen via satellite on Sunday. The center of the storm is at the middle of the comma shape, due west of Washington State. (CIRA/RAMMB)

A series of powerful "atmospheric river" storms are delivering historic amounts of rainfall across parts of drought-stricken California and the Pacific Northwest from this weekend, forecasters warn.

Why it matters: A strong atmospheric river, packing large amounts of moisture, is predicted to whiplash Northern California from drought to flood.

Mike Allen, author of AM
5 hours ago - Politics & Policy

Fauci fires back at Rand Paul for slam on tonight's "Axios on HBO"

Responding to charges by Sen. Rand Paul on Sunday's "Axios on HBO," NIAID director Anthony Fauci told "ABC This Week" that it's "molecularly impossible" for U.S.-funded bat virus research in China to have produced COVID-19.

Why it matters: The issue 0f Wuhan research was reignited on the right last week with a National Institutes of Health letter to Congress disclosing more about the research.

Manchin, Schumer huddle with Biden in Delaware to discuss spending bill

Senate Majority Leader Chuck Schumer (left) and Sen. Joe Manchin at the U.S. Capitol in 2014. Photo: Win McNamee/Getty Images

Sen. Joe Manchin (D-W.Va.) will meet with President Biden and Senate Majority Leader Charles Schumer (D-N.Y.) on Sunday morning in Delaware as Democrats look to reach an agreement on the massive spending measure.

Driving the news: Democrats are still negotiating what to keep in the bill and how to pay for it, with Biden saying on Thursday that the party does not have the votes to raise the corporate tax rate.

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