Apple has established three fronts: mapping, search and advertising so that its applications dominate its devices.
Apple is taking steps to differentiate its mobile operating system from what Google offers, making advances in mapping, search and advertising.
The situation, which has sparked a clash between big technology companies, published the Financial Times (FT).
The paper noted that the two Silicon Valley giants have been rivals in the smartphone market.
Since Google acquired and popularized the Android operating system in the 2000s.
Now, Apple’s first front line is mapping.
competition that started in 2012 when Apple launched MAPSDisplacing the rival Google as a preloaded app.
FT highlights this MAPS has improved and earlier this month Apple announced Business Connect.
Function that allows companies to insert their digital space so that they can interact with their users, show photos and offer promotions.
It poses a challenge to Google Maps, which partners with recommendation platform Yelp to provide similar information and earn revenue from advertising.
second front, search
Apple has worked on a feature known as “apple search“, a tool that facilitates “billions of searches” per day, according to project staff.
The company could grab 92% of the search market if it can remove Google from the default setting for its 1.2 billion iPhone users.
said Josh Koenig, Pantheon’s chief strategy officer.
However, it will be costly, as Google parent Alphabet pays Google between $8 billion and $12 billion a year to make it the default search engine on iOS.
he wants publicity too
The third battleground may be the most devastating: online advertising, where Alphabet earns more than 80 percent of its revenue.
Last summer, Apple posted an opening for someone “to lead the design of the platform to respond to the most sophisticated and privacy-oriented demands.”
The announcement was a sign that Apple is looking to create a new advertising network that will change the way ads are delivered to iPhone users.
Which would exclude third-party data intermediaries.
Apple’s move on three fronts leaves Alphabet’s position within iOS vulnerable.”weaker than eversaid Andrew Lipsman, an analyst with Insider Intelligence.