The advent of Google's Android OS was a massive shock to Apple, and to the business world as a whole, turning what had been a previously friendly business relationship into an ongoing battle for smartphone domination. I-phone already had the customer base, and was initially ahead on the technological front too, but Google's operating system has since caught up, and now the choice is more arbitrary than ever.
With this in mind, it seems that marketing will be the deciding factor in whole wins this competition. The hearts and mind of consumers have been taken again and again by Apple's simple, clear marketing, as well as a generally 'friendly' image that puts them up on a pedestal. But Google is another of the 'friendly' companies, with dominance over the search engine market, and a massive base of trusting users.
At the end of last year it was clear that Android's OS had made a massive climb in popularity, and overtaken Apple's iOS. On the face of it this may seem surprising, but given that Apple wasn't really doing anything with its own operating system over the last six months of the year, and that Google were promoting Android like crazy, it might not be that much of a shock after all. If anything it's exactly what should be happening at this stage, and doesn't mark Apple's defeat.
It might be fair to ask whether Google will stay on top with the advent of Apple's updated iOS system, and whether Apple even wants to commit itself to remaining at the top of the tower in terms of users. Apple isn't as big a company as some of the major rivals that work in the same area. In their personal computer division, for example, they benefit from being a very profitable part of a smaller, specialist slice of the market with its fashionable hardware. In OS we might see the same trend.
This remains to be seen though, and the next year will be an interesting one for the industry around smartphones, and of course Apple and Google. The competition between them has seen personal jibes as well as indirect brinkmanship, and it's this level of drive in both departments that will mean developments for the consumer. So in the end it will be better for the customer, and better for the smartphone industry as a whole, whatever happens.
With this in mind, it seems that marketing will be the deciding factor in whole wins this competition. The hearts and mind of consumers have been taken again and again by Apple's simple, clear marketing, as well as a generally 'friendly' image that puts them up on a pedestal. But Google is another of the 'friendly' companies, with dominance over the search engine market, and a massive base of trusting users.
At the end of last year it was clear that Android's OS had made a massive climb in popularity, and overtaken Apple's iOS. On the face of it this may seem surprising, but given that Apple wasn't really doing anything with its own operating system over the last six months of the year, and that Google were promoting Android like crazy, it might not be that much of a shock after all. If anything it's exactly what should be happening at this stage, and doesn't mark Apple's defeat.
It might be fair to ask whether Google will stay on top with the advent of Apple's updated iOS system, and whether Apple even wants to commit itself to remaining at the top of the tower in terms of users. Apple isn't as big a company as some of the major rivals that work in the same area. In their personal computer division, for example, they benefit from being a very profitable part of a smaller, specialist slice of the market with its fashionable hardware. In OS we might see the same trend.
This remains to be seen though, and the next year will be an interesting one for the industry around smartphones, and of course Apple and Google. The competition between them has seen personal jibes as well as indirect brinkmanship, and it's this level of drive in both departments that will mean developments for the consumer. So in the end it will be better for the customer, and better for the smartphone industry as a whole, whatever happens.
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