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The author:(作者)qqpublished in(发表于) 2015/6/6 7:29:49 Apple and Google： enemies， both war and flirt，
2015 at Google I/O Developer Conference, we were able to get the key information is Google's and Apple's attitude towards mobile technology is completely different, they have their own mission and strategies. And after years of fierce competition in the smart phone market, the two tech giants fight has changed. Google's ambitions include a link to the next 1 billion users, make the package supports iPhone users (nearly 500 million people). Apple's goal is to make technology a more personalized, less dependence on rival Google's products and services.
Mobile the next war has begun, may be equally strong in the first round. The fighting is outside the scope of the Smartphone, the main competition platform that is able to provide a better experience for the user, and succeeded in capturing the user's time.
Since the 2007 launch iPhone since Apple and Google battle changed, and went through different stages. Initially, the two sides compete for Smartphone market share, followed by Samsung Android OEM led integrated, now big-screen phone usher in the revival phase, is beyond the smart phone category is then new fights.
Activate wars (2009 to 2011)
Early on in the Smartphone battle, competition focuses on market share. Science and technology the focus of media attention is what kind of mobile operating systems perform better in terms of sales. Google, in particular the "Android" father of Andy Rubin (Andy Rubin), and regularly announce Android activation data. Just when Google's complacent, Apple founder Steve Jobs (Steve Jobs) in 2010 on fourth-quarter earnings for its fierce cold water. Steve's view is very clear: the iOS into application development platform.
Steve Jobs said: "last week, Eric Schmidt (Eric Schmidt, Google Executive Chairman) reiterated that Android devices activated volume to 200,000 units, their application stores application of up to 90,000. By contrast, in the last 30 days, Apple iOS device activation capacity of 275,000 a day on average, the peak could reach 300,000. Also, applications in the Apple app store has more than 300,000. ”
Google and Apple battle not only affect the market and the media, even in court battle. Apple will use the Android system competing with Apple's many hardware companies to court, accusing them of patent infringement. Apple starts is not the purpose of the proceedings in order to claim, but rather to stifle competitors. Early on in the Smartphone battle, market share is everything.
Samsung seek hegemony (2012-2013)
In 2012 and 2013, lack of big screen Apple iPhone due to the high end of the market, competition in the low end of the market also lacks match power, Samsung relies on the Android ecosystem made "overlord". Although iOS users are not large-scale insurgency into the Samsung, but as a hardware manufacturer, Samsung has a huge share network control amazing power in the Android ecosystem, which makes the Apple was wary. Samsung gradually leads the fight to television through ad mocks Apple users is a very successful policy, not to mention the two sides battle in court.
How Apple threat seriously Samsung card check: in 2012, Phil Schiller, Apple's worldwide Marketing Director (Phil Schiller) tried to stop Samsung big Galaxy S4 launch event in New York City. He was at the press conference the day before the Wall Street Journal in an interview in an attempt to tarnish the reputation of Android against Samsung blanket positive coverage. Schiller said: "Android is often described as feature phone replaced for free, their experience cannot be likened to the iPhone ... ... When your Android device upon opening the box, you have signed an agreement with 9 different manufacturers to get iOS comes with experience. ”
Worth noting is that Apple only Samsung as the main competitor in the field of hardware and see Google as the ultimate long-term threat. Apple considers that Samsung is purely based on Android to gain market share. No Android, Samsung mobile no iPhone competitor.
New world war
Apple found that the number of iPhone users has almost 500 million people. Apple has a strong market position in a key location, including the United States and the United Kingdom and China. Any iOS is Android OEM extruded, possible duplicate Windows fate worries are unnecessary. Apple's iOS platform now has reached a critical state, supports iOS users to attract developers and third parties, such as Google, Facebook and Twitter.
2015 Google I/O Developers Conference one of the most specific topic is: Google needs to iOS and its height 475 million active iPhone users, help Google's business model a success. Looking to the future, if iPhone sales to grow at a rate of 10% to 20%, for third parties who rely on scale of profit, ignoring the potential for 6 to 700 million users of the ecosystem is out of the question.
One might think, Google a few years ago in the iOS system restrictions in Google maps is a strategic mistake, that caused Apple developing its own maps app. But this is hindsight, Google might think that bet on iOS is worth it, because at that time the system totally different from today, it is also very weak.
War between Apple and Google has gone beyond the smart phone category. Approached the carrier stores, you need to make the choice between iPhone and Android phones, Google service on two mobile phones. In addition, the price of the iPhone and Android phones are basically the same. Google may be good cloud services based on machine learning, but it did not become an important factor in buying Android phones. Given the distribution of Nexus devices is limited, it's hard to believe Android hardware will become optional replacement for most users.
Instead, the decision to buy a Smartphone might increasingly depends on other factors, such as glass (watch), a purse or backpack (Tablet), home or workstation (desktop/laptop computers). Further extend these experiences to the home and third-party devices on the road, the entire iOS or Android ecosystems are left and right you're going to become a greater factor in smartphones.
Apple strategy
Apple wants to occupy the intersection of technology and liberal arts. Personalize your technology experience will require Apple to continue to control variables, these variables are integrated for the users to create update experience. Focus on critical technologies and services, or may rely on the scale in the future. For example, in order to avoid collapse map, the function needs to be limited by third party. Future map is likely to be core competence to meet personal transportation needs. If iOS represent a minority share of the automotive market, this risk competitive market position, need to rely on third parties to provide map data.
The same idea applies also to Apple's control of the user experience, and to provide users with content such as movies and music. Note that Apple do not need to have in order to meet the objectives or content. Rather, as a bridge between content providers and users, enough to leave Apple room to add a new element to the experience. Apple may extend this experience to Android, and to attract more people to use iOS devices.
Another way that Apple maintains its user experience is to support emotional and feel luxurious. Apple to Apple's smart watches Watch, for example, depending on the materials used, it is divided into different styles that cost $ 400 and a $ 17000. This difference produces in the Android platform cannot match the emotional or other competition.
Google strategy
Google's ambitions focus on its cloud-based services, and its competition with Facebook. Google's business model is based on access to global data to solve technical problems, it hoped that all Smartphone users use their products, whether you are an Android user, an iOS user.
Similarly to Google, Facebook is also in pursuit of the same goals. Just like the Facebook spin-off of its core application for application set, Google seems to be taking the road of similar, create services and applications suite. Google wants to occupy the intersection of technology and computer science. Through its engineering talent by judgment, I don't think there can be any doubt, Google will continue to promote these initiatives.
Look to the future
Google has been in 2015 at the I/O Developer Conference made it clear that Google needs Apple and iOS. Ignore the highly active user base, especially when other companies rise on iOS platforms such as Facebook, will have a serious impact on Google's ambitions. Meanwhile, Apple needs Google because its service is very popular in the iOS users. However, actions and personal technology before Apple's mission statement to judge, I think Apple will continue to reduce dependence on Google, which still represents a threat to Apple's long-term mission.
I think Apple will continue along the current path to go, namely iPhone, and provides a complete set of applications and services, which may help them live in the Apple ecosystem, without Google too much distractions. But most users eventually will settle somewhere in the Middle, which uses both Apple's and Google's products and services, which seek to control the entire user experience, proved there is real competition between Apple and Google.
Possibility of Android over iOS and over time became more and more distant. Instead, Google is more dependent on the health of iOS platform, which provides opportunities for iOS continues to grow and gain additional power. Meanwhile, the Android platform continues to break position in Google is getting lower.
Now, the main issues focused on how Apple will get rid of dependence on Google services. We have seen many signs, Apple is using its native apps to replace Google services. This motive is likely to represent a driver, prompted the continuing war between the two sides. We may see in the individual features and services from time to time on conflict, more fights coming: Apple and Google are set up based on different world views, they are fighting to occupy the user with the best experience, but this battle has gone beyond the smart phone category.
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