Who wins in the Google versus Apple battle? Us

Adam Tinworth
Adam Tinworth

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Fraser Spiers:

I’m not a Google hater. In many ways, I rather wish that we could turn the clock back to 2007 and that ‘merger without merging’ that Eric Schmidt talked about with the integration of Google Maps on the original iPhone. Still, we are where we are and the current intense competition is certainly spurring some welcome innovations.

Spot on. However warm and snuggly the Google / Apple alliance of 2007 was, the current state of open warfare between them is pretty good for the consumer. Android and iOS are spurring each on to greater and great heights, and that’s great news for every smartphone user.


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Adam is a lecturer, trainer and writer. He's been a blogger for over 20 years, and a journalist for more than 30. He lectures on audience strategy and engagement at City, University of London.