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Apple beefs up smartphone services in “silent war” against Google

Apple enhances maps, search, and online advertising on iOS to challenge rival Android.

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Enlarge / Apple allegedly still holds a ‘grudge’ against Google ever since co-founder Steve Jobs called its rival Android operating system a “stolen product.” (credit: FT montage/Reuters)

Apple is taking steps to separate its mobile operating system from features offered by Google parent Alphabet, making advances around maps, search and advertising that has created a collision course between the Big Tech companies.

The two Silicon Valley giants have been rivals in the smartphone market since Google acquired and popularized the Android operating system in the 2000s.

Apple co-founder Steve Jobs called Android “a stolen product” that mimicked Apple’s iOS mobile software, then declared “thermonuclear war” on Google, ousting the search company’s then-CEO Eric Schmidt from the Apple board of directors in 2009.

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