Apple is working with Google to remove features from its mobile operating systems. Google’s position is being attacked from three directions simultaneously: in cartography, geolocation services, search services, and advertising policy.
Since 2000, when Google bought and popularized Android’s operating system, the two Silicon Valley giants have been fierce rivals in smartphones. Apple co-founder Steve JobsSteve Jobs) Android was called a “stolen” product that copied Apple’s iOS mobile software. Then, Google declared a “thermonuclear warfare” against Google, ejecting Eric Schmidt, the search company’s former CEO.Eric Schmidt From the Apple board in 2009.
Although there has been less noise from the rivalry, two ex-Apple engineers stated that the iPhone maker has improved since then. “concealed malice” You can find it on Google. They claim that Apple is still fighting a silent war against its arch-nemesis, developing features that could enable the iPhone maker to further seperate its products from Google’s services.
Apple launched the Maps application in 2012 to replace Google Maps as the preinstalled app on its iPhone. Apple’s map service failed to overcome many problems and made mistakes that prevented it from acquiring a competitor. Apple Maps has made significant improvements in the last decade. It is notable that the Business Connect function was announced for users’ business interaction. It leverages the Apple operating system and provides iOS users unique features like seamless integration with Apple Pay, Business Chat, or a text-based commerce tool.
Also, there are changes in the search area. Apple Search has been in development for some time. This technology dates back at least to 2013, when Apple acquired Topsy Labs. Topsy Labs index Twitter to provide analytics and search. This technology is used by Apple’s Siri voice assistant as well as Spotlight on Mac. Apple Search saw a leap forward with its 2019 purchase Laserlike, an artificial Intelligence startup founded by ex Google engineers. Its mission was to provide intelligent services. “High-quality information and varied perspectives on any topic, from all over the Web”.
Analysts believe Apple could increase its share in the search market quickly if it removed the default Google search from its 1.2 million iPhone users. Apple would have to pay $8 billion to $12 billion annually to make Google the default search engine for iOS. Google’s removal would not only be compatible with Apple’s privacy-focused software and associated marketing campaign but also could potentially cause a serious damage to Google’s company.
The third front of Apple’s battle is the most important: its online advertising ambitions. Alphabet earns more than 80% of its revenues from online advertising. Apple is creating a new advertising network that will transform the way ads are delivered to iPhone users. It won’t share any sensitive data with third-party brokers and won’t share it with them. Keith Weisburg, a former product manager at Amazon DSP for ten years, assumed the leadership of the direction in September.