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Apple engaged in a “silent war” against Google fueled by Android rancor

Robert Triggs / Android Authority

TL;DR

  • 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 part ways with the features that Alphabet offers.
  • Apple’s plan has a three-pronged approach.

It’s no secret that Apple and Google aren’t exactly on the friendliest of terms. 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 parent company Alphabet.

According to a report from the financial times, former Apple engineers say 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 services.

To provide some context, this animosity began in the early 2000s. As the financial times notes that 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 stepping up its fight by improving its smartphone services and fighting 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 businesses to claim their digital locations called Business Connect. 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.

Next, it is reported that it is working on a search tool known internally as “Apple Search”. This is a big problem, as it could drastically reduce Google’s 92% share of the search market if it decides not to make Google the default search option, according to Pantheon chief strategy officer Josh Koenig. However, this would be a double-edged sword, as Google pays Apple billions of dollars to make it the default.

Finally, the Cupertino-based firm is going after Google’s bread and butter: online advertising. Google’s ad business accounts for most of its revenue, and Apple wants to build a new ad network to challenge it. This will allow the company to change the way ads are delivered to iPhone users and will allow Apple to block third-party data brokers.

According to the report, Apple is inching towards being in a good position to cut ties with Google in the future.

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