Apple launched a “silent battle” against Google in three major battlefields: keep iOS away from Android

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Sina Technology News Beijing time on the morning of January 26th, according to reports, Apple is taking steps to strengthen the map, search and advertising functions of its iOS operating system, thus further away from Google.

The two Silicon Valley giants, Google and Apple, have been enemies in the smartphone market since the launch of the Android operating system in the early 2000s.

Apple co-founder Steve Jobs once said that Android was a “stolen product” that mimicked Apple’s iOS system. To this end, Apple also launched a “thermonuclear war” against Google, and in 2009, Google CEO Eric Schmidt (Eric Schmidt) was expelled 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 that end, Apple is developing features that it hopes will further separate its products from those offered by Google (replacing Google products).

map

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 feature, which allows businesses to manage the information displayed on Apple Maps, claim their digital location, interact with users, display photos, and offer promotions and more.

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. And 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. .”

search

The second front in this battle is 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.

Without making Google the default search engine for 1.2 billion iPhone users, Apple could quickly grab a slice of Google’s 92 percent search market share, according to Josh Koenig, CEO of website-running platform Pantheon.

“If Apple can create something as good as Google, people will love it,” Koenig said. Alphabet pays Apple $8 billion to $12 billion a year in exchange for Google becoming the iOS maker, according to the U.S. Department of Justice. The default search engine on .

online advertising

The third front may be the most damaging: Apple’s online advertising ambitions. 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 ads are served to iPhone users and cut out third-party data brokers.

Last September, the role 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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