Apple steps up smartphone services in ‘silent war’ against Google

Apple is taking steps to separate its mobile operating system from the features offered by Google’s parent company Alphabet, with advances in maps, search and advertising that have led to major tech companies clashing.

The two Silicon Valley giants have been rivals in the smartphone market since Google acquired and popularized the Android operating system in the 2000s.

Apple co-founder Steve Jobs called Android a “stolen product”that mimicked Apple’s iOS mobile software and then declared “thermonuclear war”on Google, ousting search company CEO Eric Schmidt from Apple’s board of directors in 2009.

Although the rivalry has since become quieter, two former Apple engineers said the iPhone maker harbored a “grudge”against Google.

One of these people said that Apple is still waging a “silent war”against its nemesis. It does this by developing features that could allow the iPhone maker to further separate its products from the services offered by Google. Apple did not respond to requests for comment.

The first front in this battle is cartography, which began in 2012 when Apple released Maps, ousting rival Google as the preloaded app.

The move was supposed to be a brilliant moment for Apple software, but the launch was so misguided – some bridges, for example, looked warped and sunk in the oceans – that chief executive Tim Cook said he was “extremely sorry for the disappointment it caused.”our clients.”

However, Apple Maps has improved a lot over the last decade. Earlier this month, the company announced Business Connect, a feature that allows businesses to claim their digital location so they can interact with users, display photos, and offer promotions.

This is a direct challenge to Google Maps, which has partnered with recommendation platform Yelp to offer similar information and generate revenue from ads and referral fees.

Business Connect goes one step further by taking advantage of the Apple operating system to provide iOS users with unique features such as seamless integration with Apple Pay or Business Chat, a text-based commerce communication tool.