A life-and-death struggle: Fred Vogelshteyn on iOS and Android war
Makradar Technologies / / December 19, 2019
More recently, a book by Fred Vogelshteyna Dogfight: How Apple and Google Went to War and Started a Revolution dedicated to the war of smartphones on iOS and Android. Journalist Cult of Mac site, met with the author to find out who all the same will win and why.
At first glance, Apple and Google are working in two different areas. Why, then, the clash of interests is inevitable?
This is an interesting question. I started talking about this war for three or four years ago and since then quite often on his answer. Many people do not agree with my views: "Yes, it's two different business, what are you talking about?". Technically, this is true. But technically, because buyers have - the same.
This is the same as in the case of Apple and Microsoft - in the '80s and' 90s technically they did not work in one area, because Microsoft has created the program, and Apple - computers. But they were working on the same platform - the operating system for the PC. Today, history repeats itself, but with mobile platforms. If the developers decide to leave iOS to Android, Apple sales will be seriously affected.
In other words, the way of Apple and Google is different, but the goal is both to ensure their platform a dominant position in the market. And both companies have learned well the lessons of history - in a war winner can be only one.
Could this confrontation to purchase a personal nature? For example, Walter Isaacson wrote that Android led mention of Steve Jobs "in a rage, what I have not seen"
I think so. I have since the first iPhone in 2007, expected such a turn. You know what is the difference between journalism in the field of high technology and journalism in other areas? Large companies are still controlled by their founders here. Thus, all it is taken very personally.
Steve Jobs knew what to create the company, in fact, in the garage, Larry and Sergey (approx. aut. - Google founders) Also knows it. What is madness - to go forward, not paying attention to what people are older, wealthier or wiser call you a loser and the Council to give it a lost cause. Even now, when companies such as Apple or Google is criticized, its creators see it as criticism. Without exaggeration, Jobs was more than just a CEO, so it is not surprising that when Google decided to compete with him, he reacted very effusively.
In the introduction to your book, there is a line that the war - not just the story of the two companies and is a global issue for the technology world. What did you mean? Do you think this ideological conflict?
Back in 2010, when I started researching this subject, one of my main goals was to put the battle in some frames. It's not so easy. Many will say that Facebook, Amazon, Netflix and Microsoft as well determine the future of technology. I spent a lot of time thinking about it. Yes, other companies will continue to have a huge impact, but the point is that they are not responsible for, so to speak, the final result. They have no control over Android, iOS, Google's or Apple may well requirements to them (directly or indirectly), if they want to see their products on one of the platforms. And they want. Therefore, these two giants - more than just a company.
At the end of the book you talk about the fact that Apple does not provide you with assistance in the writing of "Dogfight". What are the difficulties it has caused?
I am a long time in journalism to realize that if you write a book about Apple - do not wait for them to cooperate. There is a common misconception that a good information about the company can get only by taking an interview with its leaders. Of course, it does not hurt, but in fact - is not so necessary. Discussions with his superiors - invented public relations managers in advance, anything new you have not elicited. Much more productive communication with ordinary "working".
I'm not upset, having been refused from Apple, I was already in a lot of material and I knew that I could write a book based on these interviews. I honestly do not believe that the interview with Tim Cook or Steve Jobs, would help me more learn about the internal structure of Apple's, than talk with the engineers, just to collect the first iPhone.
Do not you risk not to release a book about the events of "days gone by" appears, and what is happening now and will happen in the future? It does not lose its relevance it too fast?
When I picked up the book, I was based on how much the war lasted Microsoft and Apple and knew - this war will last no less. It was the difficulty is to decide from what point of view to tell the story, which every day acquires new details and details. I settled on simply to gather as much information and facts that may be useful and interesting for a long time. I managed it or not - time will tell.
I hope you will not mind if I just ask - who, in your opinion, is still winning, and why?
It is clear that Google is winning and much faster than I expected. A few days ago, Eric Schmidt published fast, Which advises iPhone users to switch to Android. And it is not his personal whim, it is a clear reference to what Google is doing so well that they can afford such aggressive behavior. You know, I believe that Google will win, because Steve Jobs is dead. The last 15 years, Apple went to unprecedented risks - such was the style of Steve Jobs, the founder of the only companies could afford these solutions. It is these risky moves have led Apple to the top, without them - it is unlikely to stay there.
What both sides should learn from each other?
In the book I talk about that Apple control designers and marketers, while the ball is ruled to Google engineers. The Apple operating brilliant engineers, but they do not decide anything, and Google - all the way around.
For many years, the worst performance for the marketer in Silicon Valley was considered a job at Google, Larry and Sergey did not believe in marketing. The first 8 years, they got along well even without the marketing department. Now Google sells its products to customers, and it would not hurt to learn from Apple this art - to promote and sell. Apple is a good idea to take a few lessons from Google openness and friendliness. While Steve Jobs held the post - formula worked, because he was the face of the company, but now it's gone, and the company has no face. I think they should abandon its obsession with secrecy.
In the book it comes to smartphones and tablets, but what about wearable electronics? Apple is going to move this direction, and Google does not stop work on Google Glass. This will be a new round of conflict?
I can not say for sure. I personally like this to the end and did not understand what the market needs wearable electronics. No, Google Glass - it's cool and unusual, but would I wear them every day? It is very unlikely, because it would make me too radically change their habits and the way I interact with technology.
Smartphone and a tablet easy to compare. But in the case of wearable devices to me as a journalist in the field of technology, it is strange to see an idea, but do not see the possibilities for its implementation in the product. If in this area and will be a war of Google and Apple's, it is only if these devices will be swept from the shelves like hotcakes, but so far I can hardly believe that this is possible.
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Google a victory in this fight for a long time it seemed impossible, but maybe it's time to reconsider their views? Are you going to "give smartphones to Android iPhone owners for Christmas," as advised by Eric Schmidt? Tell us your opinion in the comments.
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