Apple – Google Rivalry: Is It Good For The Industry?

Google Apple enmity

When Apple partnered with Google in bringing products like Google Maps to the iPhone, the relationship between the two companies was said to be incredibly strong; so much so that Eric Schmidt, the CEO at Google jokingly suggested that the two companies be merged to become AppleGoo

However, the relationship between the two companies have turned sour over the past one year – Google's Android OS for mobile phones is now seen to be the fiercest rival to iPhone OS, Apple's purchase of Quattro Wireless signalled a foray into mobile advertising and Eric Schmidt's resignation from the Apple Board gave away the fact that all was not well between the two companies.

While it is difficult to squarely blame either of the two companies for the turn of events, it is generally seen as Google's ambitions to foray into the mobile phone business as the primary reason for the enmity between the two technology giants. Steve Jobs has been quoted as saying:

“We did not enter the search business. They entered the phone business. Make no mistake: Google wants to kill the iPhone. We won’t let them."

Google has so far maintained that the company has great regards for Steve Jobs' contributions to technology over the past three decades. Sergei Brin and Larry Page have also maintained that they see Steve Jobs as their mentor. However, the sentiments are no longer mutual. A recent report on the New York Times reveals that Steve Jobs' feels betrayed by Google's business moves in the recent past.

While there is little disagreement to Steve Jobs' allegation that Google "violated the alliance" it had with Apple by launching the Nexus One, it is also important to note that the smartphone segment is a critical area for future and technology companies would feel compelled to enter this space in order to stay relevant moving ahead. From this perspective, Google's foray into the mobile space appears pretty logical. 

As a Silicon Valley investor quips, the battle between Apple and Google could be the next "World War" with both sides building partnerships and forming alliances in order to outdo competition. We would like to hear your views on this. How do you see the rivalry between the two companies moving forward? Is this good for us as consumers? Let us know what you think. 

[via NY Times]