Apple is working to get rid of Google’s features from its mobile operating system. 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 described as a “stolen Product” because it mimicked Apple’s iOS software. Google then declared a war on Google, which led to the resignation of Eric Schmidt, the search giant’s CEO.Eric Schmidt The 2009 Apple board of directors.
Two former Apple engineers claimed that Apple has been more competitive since then. “concealed malice” Google. They assert that Apple is still engaged in a silent war against its adversary by creating features that could allow it to further differentiate its products and the services offered by Google.
Apple’s Maps app was released in 2012 to replace the Google Maps app that came preinstalled with the iPhone. Apple’s map service failed to overcome many problems and made mistakes that prevented it from acquiring a competitor. Apple Maps has seen significant improvements over the past 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.
The search engine is also changing. Apple Search has been in development for some time. It was developed in 2013, following the acquisition of Topsy Labs. Topsy Labs index Twitter for search and analytics. This technology is used in Apple’s Siri voice assistant, and Spotlight for Mac. Apple Search was launched with the 2019 acquisition of Laserlike by ex-Google engineers. Laserlike is an artificial intelligence startup that aims to provide “Providing intelligent solutions”. “High-quality information, diverse perspectives and high-quality information on all topics from across the Web.”.
Analysts predict that Apple could quickly increase its share on the search market by removing the default Google search option for its 1.2billion iPhone users. Apple would have to pay $8 billion to $12 billion annually to make Google the default search engine for iOS. Google’s demise would be in line with Apple’s privacy-focused software updates and associated marketing campaign. It would also likely deal a major blow to Google’s business.
The third front in Apple’s fight may be the most damaging: online advertising ambitions. Alphabet generates over 80% of Apple’s revenue. 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.