The advent of Google’s Android OS was a massive shock to Apple, and to the business world as a whole, turning what had been a previously friendly business relationship into an ongoing battle for smartphone domination. I-phone already had the customer base, and was initially ahead on the technological front too, but Google’s operating system has since caught up, and now the choice is more arbitrary than ever.
With this in mind, it seems that marketing will be the deciding factor in whole wins this competition. The hearts and mind of consumers have been taken again and again by Apple’s simple, clear marketing, as well as a generally ‘friendly’ image that puts them up on a pedestal. But Google is another of the ‘friendly’ companies, with dominance over the search engine market, and a massive base of trusting users.
With the close of last year we saw that Google had managed to get ahead of Apple’s iOS for the first time. This is an incredible improvement of things a year before, but it shows Apple’s lack of activity as much as Google’s productivity. If anything this is probably where both companies should be right now – almost neck and neck in the battle for users.
Whether this will be a continuing trend remains to be seen. Apple is a strong company, with its personal computer profits held as the envy of the rest of the industry, despite its relatively small market presence. The question is whether it will aim to be a specialist section of the smartphone OS market too, content with consistent profits, or whether is really will fight to dominate the market.
By the end of next year we might have a clearer picture on which company is clearly leading the way. As it is, we’ve already reached a stage where Google has caught up, and possibly overtaken, Apple with its Android system. One thing’s for sure – there won’t be much in the way of friendship on this area between the two companies, and that means it’ll probably be an exciting year ahead for consumers too.
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