Bing and Apple vs. Google


Google-vs-Apple Analysts believe that the Google-Apple battle is likely to get much rougher in the coming months. Ovum’s Yarmis thinks Apple may soon decide to dump Google as the default search engine on its devices, primarily to cut Google search share off from mobile data that could be used to improve its advertising and Android technology. Steve Jobs might sign a deal with Microsoft to make Bing Apple’s engine of choice, or even launch its own search engine,


Yarmis says. “I fully expect [Apple] to do something in search,” he adds. “If there’s all these advertising dollars to be won, why would it want Google on its iPhones?



Well whatever happens, it is clear that Apple and Google conflict is intensifying. Android is a surely threat to an iPhone business that has quickly come to represent more than 30{9e4d90363301d728e593e350f1fca4618c445eae51a043106bb72ce067a31bb8} of Apple’s sales. Meanwhile, nearly all the growth in search is expected to come from mobile devices, which Piper Jaffray predicts will account for 23.5{9e4d90363301d728e593e350f1fca4618c445eae51a043106bb72ce067a31bb8} of all searches in 2016, up from less than 5{9e4d90363301d728e593e350f1fca4618c445eae51a043106bb72ce067a31bb8} today. That sets the stage for a new main event in the tech sector. “This rivalry is going to accelerate innovation,” says Andreas Bechtolsheim, a co-founder of Sun Microsystems and an early investor in Google. “Apple goes pretty fast, but having someone chasing you always makes you go faster. This is going to be good for consumers.



Still, in a battle over the future of computing, friendship will almost surely be a casualty of progress. “You can just feel the tension rising,” says Piper Jaffray analyst Gene Munster. “Until the Nexus One, the competition was at arm’s length. But the iPhone is Apple’s darling. Now it’s personal.

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