It’s good to see Apple take on Google with such passion, even after co-founder Steve Jobs made an announcement that he would fight the search engine company, and for those of us who are victims of Google Adsense and DoubleClick.net, it comes with a smile.
Apple is escalating the feud by dumping Google’s mapping service as a built-in feature on most iPhones and iPads. The company is also making it easier for users of those devices to share their lives on Facebook instead of Google’s competing social network. That seems to be working, thank goodness, we don’t need the search engine company making a mess out of more services!
The snubs are part of an upgraded mobile operating system that Apple previewed Monday to kick off its 23rd annual developers conference in San Francisco.
Google’s mapping service will be replaced by an Apple-designed alternative when the new software for mobile devices, iOS 6, is released this fall. Those who want to continue using Google Maps will have to go through additional hurdle, such as finding and installing its app.
It represents a major blow for Google Inc., which stands to lose mobile advertising revenue and valuable insights about people’s whereabouts if users of the popular iPhone and iPad devices switch to Apple’s mapping service.
Apple and Google are locked in a fight for the attention of hundreds of millions of mobile device users. The battle has been building since Google’s 2008 release of its Android operating system to compete against the iPhone.
Android smartphones from companies such as Samsung Electronics Co. and Google’s own Motorola division are the chief alternatives to the iPhone. Apple has sued those manufacturers, accusing them of ripping off the iPhone’s ground-breaking features.
Google’s Maps application has resided on the iPhone since the device’s 2007 debut. At that time, the companies were so close that Eric Schmidt, then Google’s CEO, appeared on stage with Jobs to hail their kinship.
Android destroyed the relationship. Before he died last October, Jobs told his biographer, Walter Isaacson, that he viewed Android as a form of “grand theft” from Apple and declared “thermonuclear war” against his former ally.