Home Technology Apple and a “silent war” against Google: which services they want to replace

Apple and a “silent war” against Google: which services they want to replace

Apple and a “silent war” against Google: which services they want to replace

The rivalry between Apple and Google is long-standing. Sometimes the tension between the companies subsides, and at other times it escalates. The latest news is that the Cupertino company is working in the development of its online mapping, search and advertising services in order not to depend on Alphabet, the parent company of the internet giant.

According to statements by two former Apple engineers, the company has held a grudge against Google since it acquired the Android operating system and made it the primary “software” for their phones, according to the Financial Times. For this they ensure that he is directing a “Silent War” against his opponent.

To break the hegemony of its competitor, Apple is determined to advance in key areas such as maps, developing functions that allow Google products to be separated from its iOS operating system.

But instead of a massive and noisy landing, the strategy is to move one tile at a time on the board so as not to create too much of a stir. What are the movements that could come in the short term.

search system

One of the heaviest pieces of artillery on which the company is aiming is a search engine, on which it has been investing resources for some years for the function known internally as ‘Apple Search’, with which they provide “thousands of millions of searches ” per day.

The project has a start date in 2013, when the company acquired TopsyLabs, a start-up that used Twitter to enable research and analysis. This technology is the one used by the siri voice assistant tool or the search function of Mac Spotlight.

Most importantly, Apple has started to further develop its search engine since it bought machine learning startup Laserlike in late 2018.

The bet is that the search engine defaults to the company’s products. Something that Apple would defend with the argument of “protecting user privacy more”. The intention is that iPhone users will not notice the change, which will deprive Google of million dollars in revenue.

digital maps

The first step in this advance dates back to 2012, when Apple introduced its Maps service, to skip Google Maps. And although it was a resounding failure at first, he didn’t give up and eventually managed to turn it around. Since then, the company has made improvements that have made it a serious competitor.

One of its latest improvements is Business Connecta feature Apple rolled out earlier this month that allows businesses to customize their information boards in the mapping service so they can interact with users, share offers and other content.

Online advertising

Apple’s business model isn’t based on advertising, but Tim Cook understands that it’s the crown jewel. Since this is where Alphabet gets more than 80% of its revenue from this sector, according to the Financial Times.

Against this backdrop, Apple released a job posting to promote the design of the “most advanced and sophisticated privacy platform possible” Demand Side Platforms (DSPs), in which advertisers and agencies buy ad inventory in an automated manner.


Source: Clarin


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