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Apple is taking measures to differentiate its mobile OS from those provided by Alphabet, the parent company of Google.

The developments in mapping, searching, and marketing have put the major technology firms on a path of inevitable collision with one another.

Apple is working on separating its mobile OS from the services provided by Alphabet, Google’s parent company.

Since Google’s acquisition and subsequent widespread adoption of the Android mobile operating system in the early 2000s, Apple and Google have been fierce competitors in the global smartphone market.

Steve Jobs:

Apple co-founder Steve Jobs referred to Google’s Android operating system as “a stolen product” because it resembled Apple’s iOS mobile software. 

Jobs declared a “thermonuclear war” on Google, which resulted in the removal of Google’s former CEO, Eric Schmidt, from Apple’s board of directors in 2009. Jobs called Android “a stolen product” because it imitated Apple’s iOS mobile software.

  • Two former Apple engineers have said that the company that makes the iPhone has a “grudge” against Google, even though the competition has been less noisy since then.
  • According to one of these individuals, Apple is still carrying on a “quiet war” against its primary competitor. 
  • To achieve this, it is developing features that, if implemented, would enable the iPhone maker to further differentiate its goods from those supplied by Google. 
  • Apple should have provided a statement in response to many queries. Apple is taking measures to differentiate its mobile operating system from the features provided by Google. 
  • The company has made advancements in maps, search, and advertising, which have set the two of the largest technology companies on a collision path. 
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Image courtesy of forbesperu

Early 2000s:

Since Google’s acquisition and subsequent widespread adoption of the Android mobile operating system in the early 2000s, Apple and Google have been fierce competitors in the global smartphone market. 

Apple continues to wage a “quiet war” against its arch-rival Google by creating features that could enable the iPhone manufacturer to better differentiate its products from those offered by Google. 

  • These characteristics help Apple to further determine its products from those offered by Amazon. 
  • The first front in this conflict is mapping, which began in 2012 when Apple published Maps, displacing its competitor, Google Maps, as a pre-downloaded program. 
  • Since then, Apple has been successful in gaining market share. The search function constitutes the second battleground in this ongoing conflict. 

Although Apple does not often reveal its products while they are in the process of being developed, the corporation has been working for a long time on a function that is known internally as “Apple Search.” “a piece of software that enables “billions of searches daily.” 

  • The third front in Apple’s war against Google could be the most damaging: the company’s aspirations in online advertising, which accounts for more than 80 percent of Google’s total revenue. 
  • As a result of Apple’s actions on three fronts, Google’s position within iOS now appears to be “more fragile than it has ever been before.”

Read: Microsoft Lay off 10,000 Staff Alphabet 12,000 to Slash Costs

First Front Conflict 

The first front in this conflict is mapping, which began in 2012 when Apple published Maps, displacing its competitor, Google Maps, as a pre-downloaded program. Since then, Apple has been successful in gaining market share.

However, within the past ten years, Apple Maps has seen substantial development. At the beginning of this month, it announced that it would release Business Connect. 

Image courtesy of vox.com
  • This tool will enable businesses to claim their digital location, engage with users, display images, and provide promotional offers.
  • This is a direct threat to Google Maps, which offers comparable information through its partnership with Yelp’s recommendations platform and generates revenue through advertising and referral fees.
  • Business Connect takes advantage of Apple’s operating system to give users unique iOS features. 
  • These features include seamless integration with Apple Pay and Business Chat, a text-based conversation tool for commerce. Business connect also offers several other valuable features.
  • According to Cory Munchbach, chief executive of BlueConic, a customer data platform, “Apple is very well positioned to detach from Google more and more.” This will mostly be done under the premise of protecting consumers’ privacy.

Read: Microsoft will offer US Workers Unlimited Vacation

Second Font:

The search operation is the second front in this conflict. According to personnel working on the project, Apple Search is a tool capable of facilitating “billions of searches” daily. 

This is because Apple rarely discloses its products while they are still in the process of being developed.

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  • At the very least, Apple’s search team can be traced back to 2013, when the company purchased Topsy Labs, a start-up that indexed Twitter to make searches and analytics possible. 
  • When a user of an iPhone asks Apple’s voice assistant Siri for information, types inquiries from the home screen, or uses the “Spotlight” search feature on a Mac, the technology is utilized.
  • The artificial intelligence start-up Laserlike was founded by former Google engineers. Before Apple’s acquisition in 2019, it had described its mission as providing “high-quality 
The critics were impossibly wrong: Apple CEO Tim Cook was — and is — the right person for the job | AppleInsider
Image courtesy of AppleInsider

Read: Is Tiktok Heading for a Blockage in the US?

According to Josh Koenig, chief strategy officer at Pantheon, a website operations platform, Apple could quickly take a bite out of Google’s 92 percent share of the search market. 

Koenig stated that if Apple did not make Google the default setting for the 1.2 billion iPhone users, Apple could quickly take a bite out of Google’s market share.

“If Apple could design something essentially as good as ‘Google original,'” Koenig added, “people could just choose that.”

“Google classic” refers to Google around 2010 when it was a straightforward search engine less optimized for ads revenue.

  • However, doing that would be pricey. 
  • According to the United States Department of Justice (DOJ), Alphabet pays Apple anything from $8 billion to $12 billion annually for Google to be the default search engine on iOS.
  • Nevertheless, displacing Google on the iPhone and assuring users that their web queries will not leak to third-party data brokers align well with Apple’s privacy-centric software changes and marketing campaign while potentially delivering a massive hit to Google’s business. 
  • Apple could also guarantee that users’ web queries would not leak to third-party data brokers.

Shares of Facebook and Snap have fallen by 58 percent and 84 percent, respectively, since it released a new privacy policy in April 2021. 

This policy prevented firms like Facebook and Snap from quickly constructing user profiles and tracking the actions of their users from app to app.

Image courtesy of nytimes

Read: LG’s Latest Innovations Win Record-Setting Awards at CES 2023

Third Front:

The third front in Apple’s war against Alphabet could prove to be the most damaging: 

The company’s aspirations are in the realm of online advertising, which accounts for more than 80 percent of Alphabet’s total revenue.

The job description for the position, which was placed on Apple’s career website during the summer of 2018, stated that the company was searching for someone to “lead the design of the most privacy-forward, advanced demand side platform conceivable.” 

  • A DSP, or digital supply platform, is a method for purchasing digital media that gives marketers the ability to buy ad inventory on numerous exchanges.
  • The job advertisement was a sign that Apple wanted to develop a novel ad network that would transform how advertisements are delivered to iPhone users and keep third-party data brokers out of the loop.
  • In September, Keith Weisburg was hired as the new group product manager of Ad Platforms to take over the position. 
  • Weisburg, who also worked for Google and YouTube for ten years, had been a senior product manager for Amazon’s DSP before leaving both companies.