The battle between Google and Apple has really started to heat up. Recently Apple announced that the YouTube app that has been with the iPhone as long as anyone can remember, will no longer be standard issue. Combine this with Apple “Maps” (learn more here: http://www.apple.com/ios/whats-new/#maps) which will be rolled in IOS 6 and is Apple’s answer to Google Maps, and the ongoing struggle for Tech market share has turned into an all-out cold war between the smart phone superpowers. PS Google has now answered this Apple Maps with “offline maps” but say goodbye to Street view on your iPhone as of October 2012.
Previous to these changes Google got their biggest threat yet in the mobile space with the introduction of Siri in the iPhone 4s. For those of you without the joy of using Siri, it’s an “intelligent personal assistant that helps you get things done” (Apples words). Siri’s intelligence is up for debate as it’s been known to have difficulty with accents as well as not knowing the answer to a lot of questions. The issue that Google has with Siri is that it doesn’t use the Google search engine but rather Apple’s own database (as well as non-Google search engines) in its quest for answers. The good news for Google is that Siri hasn’t taken off as much as Apple hoped, but it is still in beta and might be more of a threat in the future as its database grows.
To counter Siri Google has announced the release of an Enhanced Google Search. Here is a little video to show you how it works.
Now if you are using this on our iPhone, you won’t able to launch apps or send texts or emails like Siri does, of course on an Android phone that’s a different story. However, the enhanced Google Voice Search app does answer questions similar to Siri straight on the iPhone.
The real question is what’s next in the battle of two companies that control about 80% of the worldwide smartphone market. I think it’s safe to say that they won’t start stockpiling nuclear apps like the US and Russia in the cold war. But don’t be surprised to find more rounds of lawsuits against patent and design infringements as well as other publicly fought legal battles in countries around the world. Both companies have billions in cash and they both realise that the mobile space is where the majority of future growth opportunity lies (if only someone had told Facebook). This leads to an interesting 2013 and 2014 as both companies try to go through a messy divorce where Apple removes Google’s software from its operating system, which some claim is where Google earns up to 70% of its revenue, while Google develops apps that will replace these lost properties as well as continue to grow Android into increasing competition.
For us the consumer, this is all good news. More competition between the heavy weights means more interesting apps that can do more and more. It also means lower prices as a monopoly won’t exist for pretty much anything moving forward including the phones themselves, the apps and the tablets.
1800 981 442