Robert Triggs / Android Authority
TL;DR
- A former Apple engineer claims Apple is still waging a “silent war” against Google.
- Apple is reportedly stepping up its fight by taking steps to separate it from the features Alphabet offers.
- Apple’s plans take a three-pronged approach.
It’s no secret that Apple and Google don’t have the friendliest relationship. But with Apple working to separate its mobile operating system from the features offered by Google’s parent company, Alphabet, the rivalry appears to be cooler than it seems.
According to a report from financial times, a former Apple engineer claims the company still holds more grudges against Google than Android. They also claim the industry giant is engaged in a “war of silence” with Google and want its products to be cut off from his Google services.
To give a little background, this animosity all started in the early 2000s.As financial times After Google created Android, Apple co-founder Steve Jobs described Android as a “stolen product” that mimicked iOS. He even went so far as to declare “thermonuclear war” on Google.
The company is reportedly improving its smartphone service and battling Google on three fronts. The three approaches include mapping, search and online advertising.
The tech giant has been working on Apple Maps with the intention of replacing Google Maps. Most recently, it enhanced its product earlier this month after announcing a feature that allows businesses to claim their digital location called Business Connect. This is similar to what Google Maps offers with his Yelp partnership, but Business Connect can offer unique his iOS features such as Apple Pay integration.
Next, the company is reportedly working internally on a search tool called “Apple Search.” According to Pantheon Chief Strategy Officer Josh Koenig, if he decides not to make Google his default search option, it could slash his 92% share of the search market. This is a big problem. However, this will be a double-edged sword as Google will pay his Apple billions to make it the default option.
Finally, the Cupertino-based company is chasing online advertising that is Google’s bread and butter. Google’s advertising business makes up the majority of its revenue, and Apple wants to build a novel ad network to challenge it. This would allow the company to change the way it serves ads to his iPhone users and allow Apple to block third-party data brokers.
Based on this report, Apple is well on its way to severing ties with Google in the future.