As the competition in the field of applications (apps) for smart mobile phones intensifies, so does the dispute between the giants An Apple and Google. Of course, as reported in their publication Financial Times and moneyreview.grThe war has been going on for nearly 20 years since Google acquired Android, which Steve Jobs called a “stolen product” because it mimics Apple’s iOS software. Today, while the tone has subsided, tensions remain in the background as Apple develops tools to differentiate itself from Google.

The first point of the conflict is the maps where the confrontation began in 2012. That’s when Apple launched Maps, directly competing with Google. While the app was considered a huge success, it was initially very problematic and CEO Tim Cook himself apologized to users. However, since then, over the past ten years, Apple cards have improved a lot. In fact, a new feature was recently announced that allows businesses to register their location on the web to make it easier for them to interact with users, post photos, and promote services and products. At the same time, the cards are connected to the Apple Pay payment application and to Business Chat, a tool for communicating with sellers. This poses a major threat to Google Maps, as the app has partnered with Yelp to provide information and collect revenue from referral and advertising fees.

Competition for digital maps, search engine and advertising is intensifying.

The second conflict point is the search engine. Apple has been developing Apple Search since almost 2013, after acquiring Topsy Labs. This technology is used in Siri voice control, mobile search, and the Spotlight search tool on Mac computers. In 2019, efforts were stepped up with the acquisition of artificial intelligence company Laserline, with the goal of providing high-quality information and a different approach to every topic. Even if Apple manages to directly compete with Google in search, another problem will arise. And here’s the thing: Alphabet, the parent company of Google, is paying Apple between $8 billion and $12 billion a year to make it the default search engine on iOS. It is worth noting that if Apple implements Apple Search on its devices, it will be in its best interest to protect personal data. On the contrary, in this case it would deal Google a big blow.

The third point of contention is the most important and concerns Apple’s digital advertising ambitions, from which Alphabet derives at least 80% of its revenue. Last year, Apple posted an ad looking for someone to develop an advertising tool. It was a sign that the company wanted to create an innovative ad network that would change how they are marketed to iPhone users while protecting their data. Keith Weisberg, who has worked at Google and YouTube, as well as in Amazon’s advertising department, took over last September.