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If you watched this year's the Google I/O conference, one question might have crept into your mind – has Google begun to fall behind Apple in its progress? Even otherwise Google-positive journalists lamented that even though the presentation lasted for hours, Google didn't deliver anything too dazzling as a result. Much of what he showed was already presented by Apple a year or so ago.

Apple's art of negotiating and navigating the world of show business, recording studios and actually the entire area connected with music, films and other similar content was fully demonstrated again this year in March, when the Californian company announced an exclusive collaboration with HBO at first and its new Now service. Google later had no choice but to take inspiration from Apple and catch up with it at its I/O by announcing the same collaboration.

New is old

Google also understood that it is not right if mobile applications have all possible permissions from the beginning, so they started to solve this by asking the user's application every time when it is first started, whether it can access contacts or pictures, for example. Here, too, it is a practice that Apple introduced in its iOS operating system a long time ago.

There's been a pretty constant copy/paste menu in iOS for several versions, which Google also took inspiration from to make it a bit more intuitive when creating theirs in the new Android M. Similar to Apple in previous years, Google engineers have now also focused on various technologies under the hood that will ensure greater battery savings.

Previously, Apple also came up with a payment service and a platform for controlling the home, or various appliances and accessories. Google has now responded by introducing Android Pay, which takes both the name and the way it will work from a competing solution: as an integrated payment system connected to fingerprint authentication.

But since the introduction of Apple Pay last year, other competitors have also appeared on the market, so it will definitely not be easy for Google to establish itself with Android Pay. Another problem is also the small number of phones that have a fingerprint sensor and at the same time no longer use another payment system (e.g. Samsung Pay).

At I/O, Google also presented its own version of the platform for the Internet of Things, which in Apple's view is more or less HomeKit, and so the only truly innovative thing that Google showed in Android is called Now on Tap. Thanks to it, websites will behave more like native applications. Hypertext links will finally be able to open instead of other web pages of a specific application and possibly perform a certain action directly.

In 2015, however, innovation, originality, and timelessness completely disappeared from Google's software innovations. Android M, as the new mobile operating system is called, was primarily just catching up with rival Apple, which seems to be unstoppable in recent months with its iPhone 6 and iOS 8 operating system.

Apple's total control wins

As early as next week, the Californian giant is going to present its own software news, and Google can only hope that it will not overtake it too much again, as has happened in many areas in the last year. It is not excluded that, for example, in a year the situation will turn around again and Google will be at the top, however, it has one major disadvantage against Apple: the very slow adoption of its new systems.

While iOS 8, released last fall, already has over 80% of active users on their phones and tablets, only a minimal fraction of all users will taste the news of the latest Android in the coming months. One example for all is presented by Android 5.0 L, introduced a year ago, which today has only less than 10 percent of active users installed.

Although Google would certainly like to be the most original in new versions of its system, it will always be hindered by the fact that, unlike Apple, it does not have hardware and software under control at the same time. The new Android thus spreads very slowly, while Apple receives valuable feedback from millions of users around the world from the first day it releases a new version of iOS.

This is because even users with devices several generations old can switch to the latest system. In addition, iOS 9, which Apple will show next week, is supposed to focus even more on older models of iPhones and iPads, so that new functions can be enjoyed by as many users as possible without having to invest in new products.

Finally, at I/O, Google indirectly confirmed how, paradoxically, the competing iOS platform is very important to it. Although Apple has tried to get rid of its dependence on Google in recent years (switched to its own map data, stopped offering its own YouTube application), Google itself is doing everything to keep Apple customers. He himself released his own applications specifically for maps, YouTube and has a total of almost two dozen titles in the App Store.

On the one hand, Google still derives more than half of its earnings from mobile advertising from iOS, and it is also now trying to offer its new services not only for its own platform, but also for iOS from day one, in order to secure the largest number of users. An example is Google Photos, which is similar to Apple's service of the same name, but unlike it, Google tries to get them everywhere it can. Apple only needs its own ecosystem.

So Google's situation with Android is much more complicated, but still more was expected of it. Services and technologies introduced by Apple a year ago, such as Apple Pay, HomeKit or Health, are starting to get off the ground, and it can be expected that Tim Cook et al will join them this year as well. they will add a lot more. How far they will push Apple from Google remains to be seen, but the Cupertino firm is now in the perfect position to carve out a significant lead.

Source: Apple Insider
Photos: Maurizio Pesce

 

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