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Apple launched a “silent battle” against Google in the three major battlefields: keep iOS away from Android_China IT News



On the morning of January 26, Beijing time, it was reported that Apple is taking measures toEnhances maps, search and advertising for its iOS operating systemthereby moving further away from Google.

Since the beginning of this century android The two Silicon Valley giants, Google and Apple, have been enemies in the smartphone market since the creation of the operating system.

Apple co-founder Steve Jobs once called Android a “stolen product” that mimicked Apple’s iOS. To this end, Apple also launched a “thermonuclear war” against Google, and in 2009 expelled then-Google CEO Eric Schmidt from Apple’s board of directors.

Since then, the rivalry between Apple and Google seems less intense. But two former Apple engineers said Apple has always harbored a “grudge” against Google.

Apple is still waging a “silent battle” with its archrival, Apple Inc, one of the people said. To this end, Apple is developing some features,wants to further separate its products from the services provided by Google(replaces Google products).


The first front in this battle is the map. It started in 2012, when Apple released Maps as a pre-downloaded app that replaced Google Maps.

The move was supposed to be a shining moment to demonstrate the strength of Apple’s software, but it also forced Apple CEO Tim Cook to apologize to users because of so many problems.

But Apple Maps has improved considerably over the past decade. Earlier this month,Apple also released the Business Connect featureallowing businesses to manage the information displayed on Apple Maps, claim their digital location, interact with users, display photos, and offer promotions, among other things.

Obviously, this is a direct challenge to Google Maps. Currently, Google Maps partners with recommendation platform Yelp to provide similar information and earns revenue from advertising and referral fees. But Business Connect goes one step further.

Cory Munchbach, CEO of customer data platform BlueConic, said: “Apple is in a very good position to increasingly decouple from Google, largely under the guise of consumer privacy. .”


The second front in this battle is the search. Apple rarely discusses products that are still in development, but insiders say it has long been working on a feature called “Apple Search,” a feature that will enable “billions of searches a day.” “Tool of.

Josh Koenig, CEO of Pantheon, a website operating platform, said that if Google does not set it at 1.2 billion iphone the user’s default search engine,Apple could quickly grab a slice of Google’s 92% search market share.

“If Apple can create something as good as Google, people will love it,” Koenig said. According to the U.S. Department of Justice data,Alphabet pays Apple $8 billion (currently about 54.24 billion yuan) to $12 billion (currently about 81.36 billion yuan) a yearin exchange for Google becoming the default search engine on iOS.

online advertising

The third front may be the most damaging, namely Apple’s ambitions in online advertising. Currently, more than 80% of Alphabet’s revenue comes from online advertising.

Last summer, Apple posted on its careers page a position for a senior manager of DSP, responsible for “driving the design of the most privacy-focused, mature demand-side platform. By innovating Apple’s most trusted and strategic initiative, design can Provide customers with products that exceed expected business growth and experience.” The job posting pointed out that the project will be used for advertisements on Apple’s various service platforms.

A DSP (Demand Side Platform) is a digital media buying tool that allows advertisers to buy ad inventory across multiple exchanges. This means that Apple may be building its own demand-side platform, focusing on serving ads on its own websites, such as the App Store.

The job ad suggests Apple wants to build a novel ad network that would reshape the way it advertises to iPhone users and cut out third-party data brokers.

Last September, the position was eventually filled by Keith Weisburg. Weisberg worked at Google and YouTube for ten years, and also served as a senior product manager for Amazon DSP.

Insider Intelligence analyst Andrew Lipsman (Andrew Lipsman) said that Apple’s moves in the above three areas make Alphabet’s position in iOS look “more fragile than ever.”

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