Bitter rivals unite against common enemy
Today is a big day in computing news. Talks between Apple and Microsoft about making Bing the default search engine on the iPhone have begun to heat up. Apple and Microsoft partnering up? Next thing you know NY Yankees and Boston Red Sox fans will be holding hands and making s’mores. How can this be? They are coming together in a common bond to fight Google who is now the enemy of both companies. More specifically, Apple.
Let’s recap. In 1984 there was a lawsuit between Apple and Microsoft which severely soured their relationship. Then Microsoft, 13 years later sunk $150 million in to Apple to keep it afloat. Why? Microsoft needed all the competition it could find at the height if its antitrust suits. Apple incorporated Internet Explorer and Microsoft kept making Office for the Mac. All was well.
Apple and Google got real friendly during the debut of the iPhone. Eric Schmidt, the CEO of Google, joined Apple’s board of directors, Google Maps and search were defaults on the iPhone. Microsoft was left floundering. All was well.
Google sees a market in mobile computing and releases Android, then Chrome (the browser), and the forthcoming Chrome OS. Microsoft isn’t involved in any of these concepts and Google poses the largest threat to the areas of industry that Apple has locked up. Eric Schmidt avoids board meetings and steps down from the board. All is not well.
Apple needs a search provider. Microsoft is wandering around cyberspace wondering where their empire went much like someone with senility looking for their pants. In an effort to sever all ties with Google; Apple turns to Microsoft. They’ve agreed out of necessity before. Apple wants Bing on the iPhone. Apple still needs a search provider. The pairing makes sense. Apple and Google are vying for the same slice of computing. They both have successful and competitive mobile products. They are both moving processing into the cloud. Apple is still rumored to have the fabled tablet and Google is rumored to have an answer to it. Microsoft is still looking for its pants.
The old adage goes, “the enemy of my enemy is my friend” and now we have a distinct possibility that Cupertino and Redmond will find a common bond once again. An unusual union of enemies tied together to stamp out the new guy. After all, Microsoft and Apple wrote the book and together believe they can tackle the new schoolyard bully and send him home. What does this mean for the future of the two companies? In the face of Google they’ll be allies, but not friends. They need each other. Once this is ironed out. The sibling rivalry will once again commence. In the desktop/laptop market, the Mac vs PC debate and rivalry rages on.
By the way, this article was written on a Mac in Microsoft Word and uploaded via Google Chrome browser.