A BusinessWeek report recent published suggests that the Nexus One release marks the latest volley in an escalating war between Google and Apple. This war could force Apple to form an allegiance with Microsoft in order to counter Google.
With Nexus One, Google, which had been content to power multiple phonemakers’ devices with Android, enters the hardware game, becoming a direct threat to the iPhone. With its Quattro purchase, Apple aims to create completely new kinds of mobile ads, say three sources familiar with Apple’s thinking.
Some analysts believe the Apple-Google battle is likely to get much rougher in the months ahead. Some say that Apple may soon decide to dump Google as the default search engine on its devices. The main reasons behind this could be to cut Google off from mobile data that could be used to improve its advertising and Android technology.
On the other front, allegiance with Microsoft can be a possible option that Apple would explore. Adopting Bing as a default search engine for upcoming Apple Products can change the whole scenario. Previously also there had been attempts to form a similar allegiance. We are trying to digg a little deep into history to list out the efforts from both the sides( Apple and MS ) to join hands against a common threat ( read Google)
They’ve Tried it Before: Kara Swisher of All Things Digital, says that there is a longstanding precedent for the move: “It’s a sweet little irony, since Microsoft and Apple have been frenemies over the years…Microsoft already has some apps for the iPhone, such as for its Seadragon photo app, a Tag Reader app and various manual apps.” Indeed, reconciliation attempts gone back to at least 1997, when newly-restored Apple CEO Steve Jobs famously stunned the attendees at the MacWorld conference by announcing a cross-licensing partnership with Microsoft.”
Sort Of, Since Google is A Shared Threat: Chad Berndston is one of several bloggers interpreting the words of Michael Gartenberg a tech analyst and former Microsoft pitchman. Gartenberg claims the Bing app is a sign that Microsoft and Apple recognize a far bigger foe than each other, and Berndston offers a tempered endorsement of this view: “The Bing app is available for free — it already exists for BlackBerry and Windows Mobile phones — and will go head to head with the Google Mobile App, which is Google’s established iPhone landing spot. While it would be naive to think a Bing app for iPhone signals something greater in the thawing of Apple-Microsoft relations, rest assured this won’t be the last time the two titans find common ground against a common enemy: Google.”
No, Remember Those Scathing Mac Ads?: At the Inquirer, Nick Farrell sincerely doubts Gartenberg’s implication that a “partnership between Apple and Vole is a wise move at curtailing the Google empire,” especially since Apple has invested so much money and time promoting itself as the anti-Microsoft: “While it is true that Apple is starting to dislike Google, the company’s image is built on attacking Microsoft. Apple fanboys have already had to deal with Steve Jobs deciding that Intel is really nice after all, but cuddling up to the Vole might be an alliance too far. However chances are that they will still do just what they are told, bless ‘em.”
On and Off At Best: Digital Trends blogger Dena Cassella explains why the Bing App doesn’t indicate anything more than a begrudging, temporary cease-fire: “Do we smell cooperation? Almost. It actually smells more like toleration…It almost looks like one of the signs of the Apocalypse, but surprisingly it’s not and surprisingly the app seems pretty useful—and it’s not from Google, so we can understand the appeal.”
More Like Microsoft Conceding to Apple in Mobile Wars: Some bloggers ran with the idea that the Bing iPhone App was Microsoft’s way of saying they recognized how dominant Apple was when it came to mobile applications. As Dan Frommer attests at the Business Insider: “Microsoft is smart to realize that Apple has created a mobile app platform that people actually use. And as the world’s leading software company, Microsoft must now make apps for it — even if it looks bad because the iPhone is eating Windows Mobile’s lunch. So, nice job!” TechCrunch’s MG Siegler concurs: “From Bing’s perspective it makes sense. They’re trying to grow the service, and search on mobile is red hot, as is the iPhone, obviously. But perhaps more interesting is just how much Bing is promoting the App Store within its own search engine.”
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