Apple has engaged in a “silent war” against Google fueled by a grudge over Android

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Robert Triggs/Android Authority


  • Former Apple engineers claim that Apple is still fighting a “silent war” against Google.
  • Apple is said to be stepping up the fight by taking steps to separate itself from the features offered by Alphabet.
  • Apple’s plan takes a three-pronged approach.

It’s no secret that an Apple And Google isn’t quite up to the friendliest of terms. But the competition is cooler than it looks, with Apple working to separate its mobile operating system from the features offered by Alphabet, Google’s parent company.

According to a report from financial timesFormer Apple engineers claim the company still holds a grudge against Google on Android. They also claim that the industry giant is engaged in a “silent war” with Google, hoping to separate its products from Google’s services.

To provide a little context, this feud all started in the early 2000s. like financial times Apple co-founder Steve Jobs notes that after Google created Android, he described Android as a “stolen product” that mimics iOS. He even went so far as to declare “thermonuclear war” on Google.

The company is said to be stepping up its battle by improving smartphone services and fighting Google on three fronts. This three-pronged approach includes online mapping, search and advertising.

The tech giant has been working on Apple Maps with the goal of replacing Google Maps. It recently beefed up its product earlier this month after announcing a feature that allows businesses to claim their digital locations called Business Connect. This is similar to what Google Maps offers through its partnership with Yelp, however, Business Connect can offer unique iOS features such as Apple Pay integration.

Next, it is said to be working on a search tool known internally as “Apple Search”. That’s a big deal because it could cut Google’s 92% share of the search market if it decides not to make Google the default search option, according to Pantheon’s chief strategy officer, Josh Koenig. However, this would be a double-edged sword Google pays Apple Billions of dollars to be the default choice.

Finally, the Cupertino-based company is going after Google’s bread and butter — online advertising. Google’s advertising business makes up the majority of its revenue and Apple wants to create a new ad network to challenge it. This would allow the company to change how ads are delivered to iPhone users and enable Apple to block third-party data brokers.

Based on the report, Apple is slowly making its way to being in a good position to sever ties with Google in the future.

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