Shulou(Shulou.com)11/24 Report--

On the morning of January 26, Beijing time, it is reported that Apple is taking steps to strengthen the mapping, search and advertising functions of its iOS operating system, so as to move further away from Google.

Since the launch of the Android operating system in the early 2000s, Google and Apple, two Silicon Valley giants, have become enemies in the smartphone market.

Apple co-founder Steve Jobs (Steve Jobs) has said that the Android mimics Apple's iOS system and is a "stolen product". To that end, Apple launched a "thermonuclear war" against Google and ousted Eric Eric Schmidt, then Google's CEO, from Apple's board in 2009.

Since then, the competition between Apple and Google seems less fierce. But two former Apple engineers said Apple had always held a "grudge" against Google.

Apple is still engaged in a "silent battle" with its main rival, Google, according to one of the people familiar with the matter. To that end, Apple is developing features that hope to further separate its products from the services provided by Google (instead of Google products).

Map the first front of this battle is the map. It began in 2012, when Apple launched the mapping service (Maps), a pre-downloaded app that replaced Google Maps.

The move was supposed to be a shining moment to prove the strength of Apple's software, but there were so many problems that it forced Apple CEO Tim Cook to apologize to users.

But in the past decade, Apple Maps has made considerable progress. Earlier this month, Apple also released the Business Connect feature, which allows companies to manage the information displayed on Apple Maps, claim their digital locations, interact with users, display photos, and offer promotions.

Obviously, this is a direct challenge to Google Maps. Currently, Google Maps works with Yelp, a recommendation platform, to provide similar information and generate revenue from advertising and referral fees. Business Connect goes one step further.

"Apple is in a very good position to decouple more and more from Google, largely under the guise of consumer privacy," said Cory Munchbach, CEO of BlueConic, a customer data platform.

The second front of the search for this battle is search. Apple rarely talks about products that are still in development, but insiders say it has long been developing a feature called Apple Search, a tool that enables "billions of searches" a day.

If Google is not made the default search engine for 1.2 billion iPhone users, Apple can quickly get a piece of Google's 92 per cent search market share, according to Josh Koenig, CEO of Pantheon, the website's operating platform.

"if Apple can create something as good as Google, people will like it," Kenig said. " Alphabet pays Apple $8 billion (currently about 54.24 billion yuan) to $12 billion (about 81.36 billion yuan) a year in exchange for Google becoming the default search engine on iOS, according to the U.S. Department of Justice.

The third front in online advertising is probably the most damaging: Apple's ambitions in online advertising. Currently, more than 80 per cent of Alphabet's revenue comes from online advertising.

Last summer, Apple posted a position of DSP senior manager on its recruitment page, responsible for "driving the design of the most private and mature demand-side platform. By innovating Apple's most trusted and strategic initiatives, design products that provide customers with higher-than-expected business growth and experience." The recruitment message points out that the project will be targeted at advertisements on Apple's various service platforms.

DSP (demand side platform) is a digital media purchasing tool that allows advertisers to purchase advertising inventory on multiple trading platforms. That means Apple may be building its own demand-side platform, focusing on providing advertising services on its own sites, such as App Store.

The job ad shows that Apple wants to build a novel advertising network, reshape the way ads are delivered to iPhone users, and exclude third-party data brokers.

In September last year, the position was eventually filled by Keith Keith Weisburg. Weisberg worked at Google and YouTube for a decade, as well as as a senior product manager at Amazon DSP.

Insider Intelligence analyst Andrew Lipsmann (Andrew Lipsman) said Apple's actions in these three areas made Alphabet's position in iOS look "more fragile than ever".

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