{"id":32484,"date":"2010-03-23T02:47:07","date_gmt":"2010-03-23T02:47:07","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=32484"},"modified":"2020-01-02T18:26:30","modified_gmt":"2020-01-02T17:26:30","slug":"apple-and-google-friends-or-foes","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/apple-and-google-friends-or-foes\/","title":{"rendered":"Apple and Google – Friends or Foes?"},"content":{"rendered":"

\"iphone_droid\"There was a time, not that long ago, when Apple and Google could nearly be called friends.\u00a0 In a recent article on Ad Age, Danny Sullivan describes the partnerships the two companies shared, and it’s an interesting read.\u00a0 However, it looks like things are changing.\u00a0 Google launched the Droid, which competes with Apple’s iPhone.\u00a0 Google launched it’s own Internet browser, Chrome.\u00a0 Apple already had Safari.\u00a0 Google is the preferred search engine for both Safari and the iPhone.\u00a0 Or at least, Google was<\/em>.<\/p>\n

What’s next for the Apple and Google relationship?<\/p>\n

Well, Google recently launched its own social network, Google Buzz<\/a> (available through Gmail, Google’s email application), and rumor has it, Apple is hoping to launch its own social network, iGroups<\/a>, through the iPhone.<\/p>\n

What strikes me as particularly interesting when looking at these two brands is the disparate brand promises.\u00a0 Google promises first and foremost, the best search tool, and secondarily, a Web application or tool for everything <\/em>you can image.\u00a0 True, Google isn’t there yet, but the company certainly seems to be moving in that direction.<\/p>\n

On the other hand, Apple promises first and foremost, cool technology and gadgets, and secondarily … well, I can’t really think what Apple promises secondarily.\u00a0 Regardless, these two companies offer very different brand promises, but with the desire to expand their brands, they’re encroaching on each other’s territory.<\/p>\n

And looming in the background trying to expand and steal market share of its own is Microsoft whose successful launch of its Bing search engine has drawn some attention back to the company that seemed to be missing the boat for a long time.\u00a0 Microsoft’s brand promise of delivering the software people need to do their jobs must seem too constraining these days.<\/p>\n

In fact, the current environment between these companies seems to foster brand expansion, while most other industries are realizing the benefits of brand contraction and focus.\u00a0 This is an interesting competition to watch.\u00a0 Who will end up on top?\u00a0 Will one company take the lead or will the varied players each remain with their own niches of strength?\u00a0 One would expect the latter to hold true, but you never know with these three companies.\u00a0 What you expect to happen might not happen at all.<\/p>\n

One thing is for certain.\u00a0 As Google, Apple, and Microsoft battle it out and redefine their brand promises in keeping with coming expansions, consumers are getting access to more useful and cool products faster than ever.<\/p>\n

Image: Flickr<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

There was a time, not that long ago, when Apple and Google could nearly be called friends.\u00a0 In a recent article on Ad Age, Danny Sullivan describes the partnerships the two companies shared, and it’s an interesting read.\u00a0 However, it looks like things are changing.\u00a0 Google launched the Droid, which competes with Apple’s iPhone.\u00a0 Google […]<\/p>\n","protected":false},"author":4,"featured_media":32486,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[121,6257,2611,2171,105,100,188,6258],"class_list":{"0":"post-32484","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand","8":"tag-apple","9":"tag-apple-social-network","10":"tag-brand-competition","11":"tag-brand-expansion","12":"tag-brand-promise","13":"tag-brand-strategy","14":"tag-google","15":"tag-igroups","16":"entry"},"yoast_head":"\nApple and Google - Friends or Foes?<\/title>\n<meta name=\"description\" content=\"And what about Microsoft? 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