Microsoft are in search of some Bing love on smartphones, unveiling new apps. Bing for Mobile apps are heading to Apple iPhone and Android smartphones in the US, despite the fact the latter is owned by search rivals Google.

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“Today, we’re excited to announce the next step in the evolution of Bing for Mobile, with the release of the new Bing for Mobile app for iPhone and Android (coming soon to more devices).”

However, the real mystery is why Microsoft own mobile platform, Windows 7, was not among the first smartphone OS to be graced with the release.

“The new app is currently available for iPhone devices and select Android devices in the United States.

“We’re working to release the same consistent experience for RIM and Windows Phone 7 devices in the future, and will share more details as they become available,” Santanu Basu, Product Manager, Bing for Mobile.

However, no word when these mobile apps go global, yet.

The apps use the HTML5 “experience” for a faster mobile search whether using m.bing.com from your browser or within Bing app, say Microsoft. 

HTML5 brings camera support and voice search, while making the functions the apps can provide consistent across the platforms and includes “cool” new features including maps/ directions in one, video for iPhone and transit routing for Android.

Microsoft also hope to make “the functions the apps can provide consistent across the platforms and – in the future – callable by engines to help people get from searching to doing.”

However, Bing does intend to work on its own W 7 platform. “We’re working to release the same consistent experience for RIM and Windows Phone 7 devices in the future,” Basu added.

However, Microsoft’s HTML5 Bing venture to Apple and Android’s “could pay off” according to Information Week, as the platforms account for 71% of all U.S. mobile users in total, meaning major clout.

However, whether Android users will switch over from its master Google in a hurry is another matter. Google currently owns around 65% of the search market in ths US, while Bing accounts for just over 14%.

However, if it can lure searchers in with its HTML5 formula it could be less Googling and more Binging in 12 months time.