Fighting recognized market leader for a place under the sun with enviable frequency becomes a topic of articles in foreign publications and resources page. One of these analyzes – in today’s Pavilions.
One of the conclusions from the last Google I / O 2015 was the movement of Apple and Google in the direction of the mobile ecosystem under the leadership of its own strategy and vision. After years of hard struggle for a share of the smartphone market has changed the very nature of the battle companies. Google’s ambitions are directed to “connect” the second billion users in its ecosystem, and the increased presence of its services on a variety of devices, which need to work with a user base of iPhone, rapidly tending to five hundred million users. Apple’s claim focused on the transformation of technology into something personal, private, and to reduce their dependence from Google, its main competitor. The next stage of confrontation is already at work and could be as severe as the first battle of the “War” the battlefield, which lasted beyond the device and which is now to decide which of the platforms most successful in providing the best user experience.
Since the launch of iPhone in 2007, Apple battle against Google for its constantly changing: it all started with the “arms race” for market share, then followed by the consolidation of OEM-manufacturers under the leadership of Samsung, which in turn was replaced by the revival of the iPhone with a larger screen that was a harbinger of change planes “battle” for more global.
The battle for the number of daily activations (2009-2011)
In the early stage of its competition are reduced to market share. Daily summaries of press coverage of news industry, focused sales of devices based on different operating systems. Google, as particularly Andy Rubin, periodically proudly announced the number of daily activations of Android. In the fourth quarter of 2010, Steve Jobs in negotiations with Apple earnings analyst conference call a few cool the ardor of the competition. The goal was clear: to promote iOS as a platform for application development that is profitable. Jobs: “Last week, Eric Schmidt has repeatedly said the 200,000 daily activations, while having the application store, there were 90 000 applications. For comparison, during the past 30 days we activated in average 275 000 units per day, while in our catalog – 300 000 Application. Unfortunately, there is no exact information about how many devices based on Android comes to suppliers on a quarterly basis. We hope that manufacturers will soon begin to provide such information. But this day – not today. »
The battle was fought not only in the market and in the press, but also in the court, to the extent that, as Apple has accused has put forward a number of competitive manufacturers of devices based on Android patent infringement. Behind this claim it was not so much financial interest, rather than a matter of pride and influence on the rate of development of competition on the market. As you may already realize, the market is the main goal at an early stage “of the war».
The Board Samsung (2012-2013)
The above-mentioned time, it was interesting for Apple, it was then that Samsung has made a large-scale the invasion of the ecosystem Android, profiting on the absence of competition in smartphones with large screens and as such competition in the budget segment. Despite the fact that the vast migration of users on iOS phones Samsung is not out of the question for Apple is the wake-up call one vendor’s ability to form devices such huge distribution network, allowing to receive such weight within the ecosystem Android. In addition to the background of litigation, the battle moved to television screens, where Samsung in a rather successful series of commercials people are ridiculed Apple.
The proof of how seriously Apple perceived threat in the face of Samsung Phil Schiller was an attempt to pre-empt expected by many New York Galaxy S4 announcement by discrediting Android and make an incredibly positive reviews about Samsung press a neutral shade. Before you excerpts from his interview with Wall Street Journal: «Android is often provided as a free replacement for conventional mobile phone and can not boast of a good user experience, unlike the iPhone .. When you remove an Android-powered device out of the box, you will need to authenticate to 9 Accounts of products from different manufacturers to get a similar iOS user experience. »
It should be noted that at the time at Apple thought Samsung only priority producer. The main long-term threat was considered Google, Samsung, in the opinion of management of the company from Cupertino, just getting market share, with Android at its core, and the only reason. No Android phones Samsung could make iPhone competition.
The new battle
Today, the number of iPhone users has nearly 500 million people, Apple strong position in the key companies in the region – the United States ( 40% of sales), the United Kingdom (40%), and China (25%). Any doubts about the displacement of a variety of iOS devices from a variety of OEM-manufacturers were seen as a repetition of the events of the era of Windows and they are likely over. The platform is now has the critical mass, the ability to attract developers and third-party developers, including Google, Facebook and Twitter, to support users iOS.
One of the key themes of the conference Google I / O 2015 was the need iOS and Google’s 475 million iPhone users for a successful business prosperity Google. Considering the prospect of the next few years and assuming further growth in iPhone sales at 10-20%, we can see that player’s hand with the business model that depends on the growth of the user base, will not be able to ignore the potential of the ecosystem in the 600-700 million users. Many can be called imprudent step strategic maneuver to limit the use of Google Google Maps on iOS, which prompted Apple to develop their product, but it was made retroactively. The Google considered it appropriate and dare to take this step, because iOS at that time was very different and less “strong” platform, rather than today.
Returning to the already suggested, the battle Apple vs. Google has gone beyond smartphones, both literally and figuratively. Go to store any mobile operator and presented Android-devices will be installed and iPhone services of Google. In addition, the cost of devices will be approximately equal. Google may succeed in developing cloud-aided learning, but they are not a factor encouraging the purchase of Android instead of iPhone. Given the limited nature of the propagation line devices Nexus, difficult to consider them a competitive alternative in the eyes of most users. Deciding to buy a smart phone is now mostly made up of the other “parts of the mosaic”, or worn on the hand (smart watches) in a bag or backpack (tablets) or at work and at home (PCs and laptops). It is necessary to expand the number of logical then to support third-party devices at work and on the road and choose between iOS and Android becomes a much more decisive factor when purchasing a new smartphone.
The strategy of Apple
Apple wants to be on interlacing technology and liberal arts. To provide personal technological expertise required Apple to maintain control of the variational factors, which together can create a similar experience. A key component will be the possession of important technologies and services that will in some way be used in future projects. Avoiding conflict with the mapping service, the use of which was limited to a third party would be a good example. In the future, the card is likely to be a necessary basis for personal transport activity. If the iOS does not have a leading position in the automotive market, the position could be a potential risk in terms of cooperation with third-party partners in the field of cartographic informatsii.Podobny logic applies to a number of Apple’s control over the experience of users content such as movies and music. It should be noted that Apple does not want to own or create content to reach your goal. Instead, the position of an intermediary between content owners and consumers gives Apple room to add to the user experience something new. Subsequently, this experience can be extended to Android and to further encourage people to move to iOS, which is done through the Apple Music.
Another way to support the user experience for Apple may be the emphasis on the atmosphere of luxury and its attendant emotions. For example, Apple Watch can be seen as a bet on the materials and appearance, coupled with the price differentiation in the range of $ 400- $ 17,000 is konkrentnye emotions, they will be difficult to reproduce in the framework of Android or other competitive platform for which there is no such thing as a luxury .
The strategy of Google
Google claims in the issue of “cloud” services, more and more as a competitor to put Facebook, rather than Apple, because Google’s business model is based on solving technological problems by accessing to the world’s information. The Google want their products used by all smartphone users, whether Android or iOS. Similarly, Facebook also need this information. Google aims to do the same as Facebook, splits his main application on galaxy products. According to the developers of talent, no one should have no doubt that Google will continue to innovate in the framework of such initiatives.
to move forward
Lessons from Google I / O findings suggest that to ignore such raznooobraznyh and active user base, as the owners of iPhone, may be highly detrimental to the ambitions of Google. On the other hand, Apple also needs at Google, whose services are very popular among users of iOS. Whatever it was, judging by the previous actions of Apple and mission personalization technologies, Apple’s motion is expected to continue to reduce the dependence from Google, such a situation is a potential threat to vysheoboznachennyh mission. By analogy with the way the Nexus provides as close to a pure Android user experience, Apple, may want to continue on the path on which the company can deliver iPhone and a set of applications and services that allow you to live within the ecosystem Apple, without dependence from Google. Although most users will stop on something average, using services and products from both companies, ultimately the real cause of the fight Google and Apple is the problem completely control the user experience.
So far, so it becomes less likely the emergence of the world, where Android is booming because of worsening iOS, Instead, Google increasingly becomes dependent on iOS, which gives the latter an additional chance for further growth and additional strength. At the same time, the Android platform continues to fragment and become less effective in the mission to promote Google services with a view to increase the user base. The main question now is how successful will Apple in their struggle for independence from Google. There are some prerequisites more aggressive manner of conducting the struggle on the part of Apple to replace many of the services Google «homegrown” alternative products. This motivation, in all probability, is the driving force to continue competition. Yes, sometimes there are local skirmishes in the struggle for individual features and services, but the overall picture is more clear: the basis of Apple and Google are fundamentally different views on the world and everyone will continue their fight.
The original article
Elir: mention of the possibility of a symbiosis of Apple and Google, even at the level of services, prompt reflection about whether it makes sense in this coexistence. In my opinion, the isolation of these players is a positive feature, it promotes and pushes it forward. Another thing is that the company partially copy or mimic the software components to each other, thereby leveling the differences in user experience. The author quite clearly showed that no active measures Google will have hard times on this stage of the struggle. Specialists from the Mountain View does not hurt to think about the issue of dependence from Apple, or even better – to try to win over users in its ecosystem. “War” is not over.