The next-big-fight between the tech giants Apple Inc. (NASDAQ:AAPL) and Google Inc (NASDAQ:GOOG) is going to be over several things. And all these things are going to affect us, one way or the other. The only thing certain is that we will enjoy it, whatever the outcome. After all ‘catfights ‘are interesting, aren’t they?
Mapping Technology, what more can you do?
Yes, one of the fights between the tech giants is over mapping technology. Remember the time Apple Maps could not even show you the correct route and their CEO had to come out and apologize? Well, Apple Inc. (NASDAQ:AAPL) has put the past behind it and Tim Cook’s company seems to be living by the motto, “Work on your weaknesses, your strengths can take care of themselves.”
A patent application filed by Apple Inc. in May, but approved only yesterday, discusses:
“An interactive capability [that] enables a user to dynamically adjust the content of an electronic map. Different modes can be chosen to emphasize features relevant to a particular interest, e.g. commuting, tourism, weather, etc. Combinations of modes can be selected to create a customized map. When a search is conducted, the chosen mode functions as a filter for the retrieved results. The map responds to user input directed to a given feature, to display information relevant to that feature. Tapping or clicking on a highway displays the locations of services along the highway, touching two points on the map causes available routes between them to be computed and displayed to the user, along with relevant data for each route. Geospatial applications can be integrated with the map to provide information pertaining to the area displayed on the map and to refine search results to those that are relevant to the area”
What is Google doing about this?
The ball is now in Google Inc (NASDAQ:GOOG)’s court. Google has spent millions of dollars (and more sleepless nights) to establish ownership of mapping services. Among the first to bring satellite imagery as well as interactive StreetView, Google has done it all. Apple Inc. (NASDAQ:AAPL) was a late comer and also had a disastrous start. Google knows that an early mover advantage can take it only so far. Now, the company is upping the ante: It is working on a map for every person and place. In a blog posting, a full two weeks before Apple Inc. (NASDAQ:AAPL) applied for the patent, Google Inc (NASDAQ:GOOG) had already unveiled its vision for the not-so-distant future.
Why the big fight?
Looking at the companies’ commercials: neat apps can boost sales, sure. But did Apple Inc. (NASDAQ:APPL) sell fewer iPhones because of non-working Maps Apps? Was Google Inc (NASDAQ:GOOG) able to take advantage of this?
The answer is unclear.
The potential benefit for Apple Inc. in all this is clear, though: interactive advertisements that such apps may feature. They may pop up just when you drive across the location. Combine this capability with the iBeacon technology and you have the answer.