It came as a surprise to everyone, Apple included, when Google announced its Android operating system to the world, and it did a lot to upset things between the two previously cordial companies too. To begin with is was clearly Google that had to make up lost ground, with Apple well established with its iOS for i-phones and a seemingly loyal customer base already in line. But since then Google has made up for lost time with its software, and now they're on a fairly level playing field in terms of what each system offers.
This means that it will be more down to marketing for each company to dominate the other. Both companies already have well-established images, which actually have more in common than it might first seem. They share this user-friendly, and planet friendly, vibe insisting on things that make business fairer, and prompting eco friendly cause etc. As such there's everything to play for in the minds of consumers.
Last year showed that, in the US at least, Android's OS crept ahead of Apple's iOS in terms of customer use. This is a pretty steep growth, and one that shows a lag in Apple's activity over the last six months of the year. Without any developments on Apple's part, Android has worked frantically to improve itself, and the figures show the fruits of these labours.
Whether this will be a continuing trend remains to be seen. Apple is a strong company, with its personal computer profits held as the envy of the rest of the industry, despite its relatively small market presence. The question is whether it will aim to be a specialist section of the smartphone OS market too, content with consistent profits, or whether is really will fight to dominate the market.
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.
This means that it will be more down to marketing for each company to dominate the other. Both companies already have well-established images, which actually have more in common than it might first seem. They share this user-friendly, and planet friendly, vibe insisting on things that make business fairer, and prompting eco friendly cause etc. As such there's everything to play for in the minds of consumers.
Last year showed that, in the US at least, Android's OS crept ahead of Apple's iOS in terms of customer use. This is a pretty steep growth, and one that shows a lag in Apple's activity over the last six months of the year. Without any developments on Apple's part, Android has worked frantically to improve itself, and the figures show the fruits of these labours.
Whether this will be a continuing trend remains to be seen. Apple is a strong company, with its personal computer profits held as the envy of the rest of the industry, despite its relatively small market presence. The question is whether it will aim to be a specialist section of the smartphone OS market too, content with consistent profits, or whether is really will fight to dominate the market.
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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