Apple aims to remove Google services from the iPhone. Apple substitutes for advertising and even search are coming

Apple aims to remove Google services from the iPhone. Apple substitutes for advertising and even sea ...

Apple is taking steps to eliminate Google's features from its mobile operating system. Google's positions are being criticized in three directions at the same time — in the field of search services and in advertising policies.

Since Google acquired and popularized the Android operating system in the 2000s, the two Silicon Valley giants have been competing in the smartphone market. Apple co-founder Steve Jobs described Android as a "stolen product" that resembled Apple's iOS mobile software and then declared a "thermonuclear war" against Google, removing then-search company CEO Eric Schmidt from Apple's board of directors in 2009.

Two former Apple engineers claim that Apple is still holding a "silent war" against Google since the competition has deteriorated. They claim that Apple is still working on features that might permit the iPhone maker to further separate its products from Google's services.

Apple announced the Business Connect function for business communication with iPhone users back in 2012.

Apple has long been working on what is now known as Apple Search, which includes services like Siri's Siri voice assistant and Spolight on Mac. Laserlike, an artificial intelligence firm founded by ex-Google employees, has launched a new product in 2019.

Apple's default Google search for its 1.2 billion iPhone users might quickly increase its share in the search market, according to experts. However, Google's dismissal would go against Apple's privacy-focused software changes and associated marketing strategy, and might also dabble badly in Google's business.

Apple's third front might be the most devastating: its online advertising ambitions, which account for almost half of its revenue. This new ad network will revolutionize how advertisements are delivered to iPhone users and will not disclose sensitive data to third-party advertisers in September.

"Apple's actions on all three fronts have made Alphabet's iOS position more vulnerable than ever before," said Andrew Lipsman, an analyst at Insider Intelligence. "Apple is increasingly interested in entering the search industry. This is the new battlefield for digital advertising."

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