A “silent war” .. “Apple” improves iPhone services to remove “Google” from its products

Apple is taking steps to separate its operating system mobile from the features offered by Alphabet, the parent company of Google, developing its own maps, search systems and advertising that have created a collision course between the two tech giants.

The two Silicon Valley giants have been competing in the smartphone market since Google acquired the Android operating system and released it in the first decade of the twenty-first century.

The late co-founder of Apple, Steve Jobs, described the Android operating system as a “stolen product” that mimics the operating system mobile Apple’s iOS then declared war on Google, which led to the overthrow of the search company’s then-CEO. Eric Schmidt, of Apple’s board of directors in 2009, according to the Financial Times, and Al Arabiya.net they reviewed it.

While the rivalry has been quieter since then, two former Apple engineers have said the iPhone maker has a “grill” against Google.

And the “Financial Times” reported that one such person said that Apple is still waging a “silent war” against its archrival, and it is doing so by developing features that could allow iPhone makers to separate their products from services provided by “Google”.


The ringleader in this battle is the software Maps, which started in 2012 when Apple released Maps, replacing rival Google as a pre-downloaded app.

The move was to be a brilliant moment for the player’s ability software from Apple, but the launch was full of mistakes.

The company’s chief executive, Tim Cook, said he was “very sorry for the frustration this has caused the company’s customers”.

However, Apple Maps has improved dramatically over the last decade.

And earlier this month, it announced Business Connect, a feature that allows businesses to claim their digital position in so you can interact with users, view photos and offer promotions.

This is a direct challenge to Google Maps, which partners with recommendation platform Yelp to provide similar information and generates revenue from advertising fees and referrals.

Business Connect goes even further by leveraging Apple’s operating system to offer iOS users unique features, such as seamless integration with Apple Pay or Business Chat, a text chat tool for commerce.


The second battlefront is search: While Apple rarely discusses products during development, the company has been working extensively on a feature known internally as Apple Search, a tool that facilitates “billions of searches” a day, according to employees. of the project.

The foundation of the team of Apple Search dates back to at least 2013, when it acquired Topsy Labs, a startup that indexed Twitter to enable searches and analytics.

This technology is used whenever an iPhone user asks Siri for information, types queries from the Home screen, or uses the Mac’s Spotlight search feature.

Apple’s search offering was bolstered by its 2019 purchase of Laserlike, an AI startup founded by former Google engineers that described its mission as providing “high-quality information and diverse perspectives on any topic from entire web”.

Apple could quickly capture Google’s 92% share of the search market by not making Google the default for its 1.2 billion iPhone users, said Josh Koenig, chief strategy officer of Pantheon, an operating platform for sites web.

But the challenge remains and the cost of taking this step, as Alphabet pays Apple between $8 and $12 billion a year in change of “Google” to remain the default search engine on iOS, according to data from the US Department of Justice. .

However, Google’s replacement of the iPhone, and users’ assurance that their web queries won’t be leaked to third-party data brokers, would align well with changes to the software and Apple’s privacy-focused marketing campaign, with the potential to be a huge success. for Apple business. Google”.

Since rolling out a new privacy policy in April 2021, Apple has prevented companies like Facebook and Snap from easily creating user profiles and tracking their actions from one application to another, which is why information about users of revenue sharing in those companies plunged 58% and 84%, respectively.


The third front in Apple’s battle may be the most devastating: its advertising ambitions onlinewhere Alphabet generates more than 80% of its revenue.

Last summer, Apple posted an ad on its job pages that it was looking for someone to “design the most advanced and private application platform known as DSP.”

A DSP is a purchasing tool media platforms that allows advertisers to purchase ad inventory across multiple exchange platforms.

The job posting was indicative of Apple’s desire to build a new advertising network that would reshape the world in which ads are served to iPhone users and would have kept third-party data brokers out of the loop.

The position was filled in September by Keith Weisberg, as Product Manager for the Ad Platforms group.

Weisberg, who also spent a decade in Google and YouTube, it was senior product manager at the Amazon DSP.

Insider Intelligence analyst Andrew Liebesman said Apple’s three-pronged move made Alphabet’s position within iOS appear “more vulnerable than before.”

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