The Silent War Between Apple and Google

As Cupertino Giant Develops Alternatives to Distance Itself from Google's Services, Rivalry between the Tech Titans Intensifies

There is a silent war between Apple and Google that has been brewing for decades. The rivalry between these two tech giants dates back to two decades ago, when Google decided to purchase Android and enter the smartphone market. At the time, Steve Jobs believed that Android was a "stolen product" that imitated iOS, and since then, although the rivalry has not been particularly noisy, according to two former Apple engineers, the Cupertino giant has begun to harbor resentment towards Google.

Apple wants to do without Google's services According to one of these former Apple engineers, there would be a kind of "silent war" between the two companies and the goal that Cupertino giant has set for itself is to develop appropriate features that could allow it to further separate its products from the services offered by Google.

One of the first results of this strategy was achieved in 2012, when the Apple Maps service was launched, which effectively ousted Google Maps from iPhone and iPad. This service, which debuted with several problems, over the years has been improved and the recent launch of the Business Connect feature (which allows companies to advertise their location, interact with customers, offer discounts and promotions) represents a real challenge to Google Maps.

But there is also another field in which this silent war is being fought and that is the search engine: the Cupertino giant would be working on Apple Search, a solution that should be able to provide users with "billions of searches a day".

Finally, there would also be a third front in Apple's battle and it could prove to be the most devastating for Google: the Cupertino giant, in fact, has not hidden its ambitions in online advertising, a sector in which Alphabet generates over 80% of its revenues. It seems that the Cupertino giant wants to build a new advertising network, capable of reshaping the way ads are provided to iPhone users, with the risk of significantly reducing Google's influence (and revenue).

In summary, the snipes of the past few weeks would only be the tip of the iceberg of a silent war that has been going on for years between these two tech giants. Apple is clearly looking to distance itself from Google's services and create its own alternatives, which could potentially create a crisis between these two companies. Time will tell if Apple's strategy will be successful, but one thing is certain: the rivalry between these two tech giants is only going to get more intense in the future.