A mobile clash of the titans is predicted as Apple is understood to be in negotiations with Microsoft about replacing Google with Bing as the default search engine on the iPhone.
According to reports, Google’s move into an increasingly crowded smart-phone market, firstly with its Android operating system which is being used by manufacturers like Samsung, LG and Motorola, and secondly in terms of its Nexus One smart phone which competes directly with the iPhone.
What has emerged is a very clear clash of the titans with Apple and Google squaring off against each other in a market neither was even involved in until three years ago.
It is understood that Apple is in talks with Microsoft about replacing Google with Bing as the main default browser on the iPhone.
Reports also suggest that Apple is looking at new ad placement tools and this could encroach on Google’s established internet and mobile ad-serving business.
In recent months it emerged that Google is planning to acquire AdMob for US$750m. Apple’s recent acquisition of mobile firm Quattro Wireless could be seen as an effort to counter the Google/AdMob deal.
An article in Business Week suggests that talks between Apple and Microsoft have been going on for weeks. However, any such tie-up is far from being a done deal.
With Apple due to debut its long awaited tablet computer, dubbed both the iPad and the iSlate, and Google due to bring out its own Chrome operating system for netbooks, the rivalry that is emerging could potentially even overshadow the long-running rivalry between Microsoft and Apple over their PC versus Mac computing environments.
By John Kennedy