Robert Triggs/Android Authority
- Former Apple engineers claim that Apple is still engaged in a “silent war” against Google.
- Apple is reportedly stepping up the fight by taking steps to separate itself from features offered by Alphabet.
- Apple’s plan takes a three-pronged approach.
It’s no secret that an apple and Google is not exactly in the friendliest of conditions. But it seems the rivalry is even colder than it seems, as Apple works to separate its mobile operating system from the features offered by Google’s parent company, Alphabet.
According to a report from the Financial Times, former Apple engineers claim the company still holds a grudge against Google over Android. They also claim that the industry giant is engaged in a “silent war” with Google, hoping to separate its products from Google’s services.
To provide some context, this feud all started in the early 2000s. Like the Financial Times points out that after Google created Android, Apple co-founder Steve Jobs described Android as a “stolen product” that imitated iOS. He even went so far as to declare “thermonuclear war” on Google.
The company is said to be stepping up its fight by improving its smart services and fighting with Google on three fronts. This three-pronged approach includes mapping, search and online advertising.
The tech giant has been working on Apple Maps with the intention of replacing Google Maps. It recently beefed up its product earlier this month after announcing a feature that allows companies to claim their digital locations called Business Connection. This is similar to what Google Maps offers with its partnership with Yelp, however Business Connect can offer unique iOS features like Apple Pay integration.
Later, it is said to be working on a search engine known internally as “Apple Search”. This is a big deal because it could reduce Google’s 92% share of the search market if it decides not to make Google the default search option, according to Chief Strategy Officer at Pantheon, Josh Koenig. However, this would be a double-edged sword like Google pays Apple billions of dollars to be the default choice.
Finally, the Cupertino-based company is going after Google’s bread and butter — online advertising. Google’s ad business makes up a majority of its revenue and Apple wants to build a new ad network to challenge it. This will allow the company to change how ads are delivered to iPhone users and enable Apple to block third-party data brokers.
Based on the report, Apple is on track to be in a good position to cut ties with Google in the future.