Apple, Microsoft and Google are undeniably the three single biggest players in the technology stratosphere. These three companies are so dominant in the tech industry that it makes it impossible for them to bump into each other. Thus creating what could possibly be the biggest show down in the history of technology. I am overly excited about this battle as it is already underway.
Before I delve into to the heart of the matter, let’s take a journey back in time when my eyes were at my knees. The year 1994 long before Google was even thought of, the other two players are going to war over copyright issues. Microsoft and Apple are fighting over a copyright claim by Apple over Microsoft and HP’s use of graphical user interface elements from the Macintosh OS. The resulting court case, Apple Computer, Inc. v. Microsoft Corporation, ended with a ruling in Microsoft’s favor, mostly due to contractual license agreement between the two.
The judgment handed down by the US Supreme Court created a bitter divide between the two companies. But a negotiation that took place several years later resulted in the two companies quashing some of there differences, resulting in Apple agreeing to make Internet Explorer Mac’s default browser. Microsoft also agreed to keep developing Office for the Mac. Most notably though was that, Microsoft invested $150 million into Apple to keep it afloat. Interesting isn’t it? But that never seal any friendship, since that relationship have quickly eroded over the years.
Although, the mushrooming of Google into both Apple and Microsoft territories results in both arch rivals coming a tad closer, lets not forget these two companies were and will never be friends. We recently been getting more taste of the rivalry between Apple and Microsoft in there “I am a Mac and I am Windows” ad campaigns. Needless to say though, that Google is one bold company. Maybe that’s the secret to their success. Let’s look at Google’s role in creating the stir of excitement in the tech world.
Android and Chrome OS: Venturing in Both Apple and Microsoft Territories.
Before delving into the beloved Android and Chrome operating systems from Google, I should tell you that Google CEO was once on Apple’s board of directors. Yes the appointment of Eric Schmidt to Apple’s board in 2006 draws much praise from Apple. Apple head lauded Schmidt as an Internet strategist, entrepreneur and technologist, but that praise would later turn bitter, as now I heard that Steve Jobs simply hate Eric Schmidt.
But back then Google was merely known for being a search engine giant, which today that’s not the case. Google is now a direct competitor to both Apple and Microsoft with the overnight success of Android OS with Chrome to follow. At first when Google announced its open source Android operating system back in late 2007, am sure both Microsoft and Apple never felt threatened. But as more and more Smartphones start using Android, things visibly became uncomfortable. This resulted in Eric Schmidt sitting out Apple’s board meetings discussing the iPhone, citing conflicts of interest. Schmidt subsequently resigned from Apple’s board of directors in August 2009 as tension grew between the two companies.
The Android mobile operating system is the fastest growing mobile platform in the industry, making it directly competing with Apple iPhone OS and Microsoft Windows mobile OS. One of the major things about the Android OS is that it’s open source and free. Microsoft and Apple aren’t too happy at all.
The much talked about Chrome OS also triggered some uneasiness for Apple and especially Microsoft who controls a large portion of the operating system industry. Like Android, Chrome is an open source operating system with a user interface similar to the Chrome web browser. The operating system has already been getting much praises in the tech industry, with reports of individuals running it on netbooks from a thumb drive. Why shouldn’t Microsoft and Apple worry?
Microsoft Launch Bing
Microsoft, obviously looking for ways to take a swipe back at Google, decided to launch its own search engine, called Bing. Bing was launched in June of 2009, making it directly competing with Google’s core business, internet search.
It is extremely hard for any other search engine to eat into Google’s Lion share, but recent reports are showing Bing gaining momentum and have already been eating into Google’s share of the search market. Microsoft strategy was clear from beginning, they went directly to big media houses such as MSNBC and ABC news and convinced them Bing is a better search engine to use on there websites. Now these major websites are running Bing as there search engine. Nevertheless, Google still controls a large percentage of the search market and appears to be fairly comfortable, but soon you will see why Google needs to be worrying.
Google Launch Nexus One: Plans netbook
If you think Google’s aspiration stops at Android and Chrome think again. In late 2009 rumors started to take the internet by storm that Google is planning to launch a smartphone dubbed the Nexus One. The tech industry rumor mill is almost never wrong, because if it’s not the exact thing its something close.
In January 2010, Google finally launched the Nexus One, a direct competitor to the iPhone and other windows mobile devices. The hardware was developed by smartphone giant HTC, running on the latest version Android platform. The Nexus One scores higher reviews over the Apple iPhone and is seen as its only credible challenge to date.
Now there are rumors that Google will be launching its own branded netbook and a possible Tablet device. This is more competition for both Apple and Microsoft and its obvious they are not amused with Google. I couldn’t have said it any better, Google is one bold company. But Google has its own agenda, and that is to get more people to spend more time on the internet, thus creating more opportunities to earn from adsense. In case you have never heard of the Google formula, its “more time on the internet = more adsense revenue.”
Microsoft and Apple Talking Bing
I recently made a post that Microsoft is in talks to make Bing the default search on the iPhone, (Bing to replace Google on the iPhone). This makes us wonder why Apple would want to work with Microsoft over Google. But given the current competitive power of Google, the possible deal between the two bitter rivals could be thing for both Microsoft and Apple. Remember the popular phrase, “the enemy of my enemy is my friend.”
Although Apple and Microsoft relationship been growing colder of late, Apple still sees Microsoft as the lesser of two evil. Steve Jobs knows that just like he does, Microsoft also want to hurt Google. In a situation like this Google does have something to be worried about, since the iPhone controls a large portion of the smartphone market. Therefore, if Bing becomes the default search engine on the iPhone, Bing automatically becomes the number one search engine in the mobile market.
We can now all agree that, Google is now Microsoft and Apple greatest enemies. This year 2010 particular holds some interesting developments in this looming battle of the big trio, with Google Chrome OS set to launch and Apple to team up with its enemy to fight Google. Interesting times lies ahead. Let the fight begins in Mortal Kombat.
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