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A very interesting battle is coming on iOS. This is because Google is quietly trying to push its application more and more into the front ranks, and it will depend on the users which they choose. Apple is clearly at an advantage here, but Google can also find its user base…

Relations between Apple and Google are strained, and their ties are currently mainly based on the fact that Google remains the primary search engine in Apple's Safari browser. In recent months, Apple has gotten rid of other services from the giant from Mountain View in order to become independent, as it does not like to rely on others. We're talking about the YouTube app and the much-discussed maps with which Apple has caused and sometimes continues to cause a stir.

With Apple's decision to shut down Google, both parties lost and gained. If we look at the situation from Google's perspective, they have the advantage in the Googleplex that they now have absolute control over the iOS apps for their services and can do practically whatever they want. This was not possible when Apple was developing the YouTube client and Google-powered maps. Now Google can add any novelty to its applications, send regular updates and listen to user requests.

Google is developing several flagship apps for iOS – Gmail, Chrome, Google Maps, YouTube, Google+ and recently Google Now. And slowly it starts to create its own small ecosystem on a foreign platform, i.e. a chain of applications cooperating with each other. Google is obviously trying to disrupt the limited order in iOS, where the default applications are those from Apple and the competition is always second. Not even Google will change this fact with its size. With its Chrome, it is fighting against the unshakable number one Safari, Gmail is attacking Mail.app, and Google Maps is also no longer the default application.

Nevertheless, Google still has its users on iOS, and it now offers a closer connection to those who remain loyal to its applications despite certain limitations compared to the default applications. On Tuesday, Google released a new API, OpenInChromeController, that allows developers to open links from their app in Google Chrome instead of the default Safari. At the same time, OpenInChromeController offers the option of adding a back button, which will move you from Chrome back to the original application with a single click, and the choice of whether to open the link in a new window.

Google has implemented these options in its email Gmail for iOS, which now does not open web links, location data and YouTube links in default applications, but directly in "Google" alternatives, i.e. Chrome, Google Maps and YouTube. Together with the continuous improvement of the popular Chrome browser, it is clear that Google's current position on iOS is not enough and would prefer to attack Apple's applications directly. Users are also clamoring for Apple to make it possible to change the default apps in iOS 7, but it is unlikely that Apple will do so.

For now, it remains entirely up to Google how much it can connect its iOS applications and make them prominent, and how far Apple's watchdogs will let it go. However, if more developers of popular apps start using a new developer tool that lets you bypass Safari and open links in other apps, there could be some interesting changes in iOS. After all, Apple now has no greater motivation for changes and innovations with Safari or Mail, because it is certain that no competing solution can replace them 7%, even if it comes close. A lot can change in iOS XNUMX, where it is expected, among other things, that these default applications will also be redesigned. And perhaps the growing efforts of Google will also be responsible for this...

Source: AppleInsider.com
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