Apple Wants to Control Advertising on Its Turf

By Don Reisinger  |  Posted 2012-08-07

Apple Is Banishing Google From iOS 6: 10 Reasons Why

Apple and Google have long since become bitter rivals in the mobile market. In fact, Apple announced on Aug. 6 that it would not offer a native YouTube app in iOS 6. Users hoping to access YouTube videos will be forced to watch them from within the browser. Google will also likely launch a YouTube app in the App Store.

Apples decision to keep YouTube out of  iOS 6 comes just a few months after it announced that the native Google Maps app would also be stricken from iOS 6 and be replaced by its own Maps application. Its not immediately clear if Apple will come up with something to replace YouTube.

Still, its clear that Apple wants nothing to do with Google in iOS 6. And every last remnant of the search giants apps must be gone before Apple will feel entirely ready to release the latest edition of the mobile operating system.

Here are the reasons why.

1. Theyre competitors, arent they?

It shouldnt come as much of a surprise that Apple doesnt want Google infiltrating iOS 6. After all, the companies are intense competitors in the mobile space. Google offers Android; Apple delivers iOS. Apple has the iPhone, and now, thanks to its Motorola buy, Google is in the hardware business. It never makes business sense to let a rival prosper in your territory.

2. Maps mean big business

When Apple announced that it was ditching Google Maps for its own alternative, the idea seemed to make some sense. Mapping is big business that drives people to a respective companys products. By allowing iOS users to run Google Maps, Apple was giving the search company an opening to promote its brand, the Android mobile operating system. It also allowed Google to earn advertising dollars from Maps and Search. Now that its own Maps application will be the new standard, Apple doesnt need to worry about that anymore.

3. Dont forget about Lala

Years ago, Apple acquired Lala, a music-streaming site, and promptly closed it. Since then, speculation has continued to crop up over why it did so. Is it possible that Apple acquired the team to work on a streaming video service? If so, that service wouldnt be a YouTube competitor, per se, but it could allow users to stream iTunes programming to devices. In the off chance that happens either this year or in the future, it would only make sense for Apple to want to get rid of YouTube now.

4. Apples Motorola troubles

Apple is by no means happy with Motorola, even if it wasnt owned by Google. The company has, in fact, sued Motorola for patent infringement in its mobile devices. Its entirely possible that Apple doesnt want to partner with Google now simply because it owns Motorola.

Apple Wants to Control Advertising on Its Turf

5. Apples lawsuits revolve around Android

It cant be said enough that a key component in Apples decision to drop Google apps from iOS 6 could be its ongoing litigation with Android vendors. Apple doesnt want to look like its playing both sides by offering the same native applications as Android. But by offering not one, but two, Google applications in iOS, it might make some juries believe Apple doesnt have quite as big of an issue with Android as it seems to suggest.

6. Could Apple be lining up a Google lawsuit?

Its impossible to discount the possibility of Apple preparing a lawsuit against Google. After all, Apple could win a landmark ruling in its Android fight with Samsung, and if that happens, it could take the battle to Googles doorsteps. Partnering with the company now would make that a bit more difficult.

7. Mobile advertising is coming on strong

Mobile advertising is the often-forgotten culprit in many of the poor decisions companies make with their operating systems. Apple realizes that the future of the mobile space will revolve around intra-app ads, and it might not want to give Google two places to use AdMob to rake in some cash from every iPhone and iPad owner out there.

8. Apple wants to leverage revenue opportunities

With the thought of mobile advertising in mind, Apple might just want to make some cash itself. Thanks to its iAd platform, Apple could conceivably integrate ads into its Maps application and any program it might use to replace YouTube. Apples revenue opportunities might even extend beyond advertising to other options, like virtual goods or company lists in Maps. Dont underestimate the revenue-seeking efforts behind Apples decision to get rid of Google.

9. Dont forget Apples penchant for control

If there is anything Apple is known for, its control. The company hates allowing other companies to impact the overall usability of its operating systems. As a result, Apple might have finally decided that all native applications running in iOS 6 should come from its own developers. If owners want anything else, theyll have to go to the App Store to find it. For Apple, its decisions often revolve around control. And this might just be another one of those decisions.

10. An iOS 5 nixing would have been a bad idea

Apples decision to ditch Google apps in iOS 6 might have as much to do with hardware as software. If Apple got rid of two popular mobile applications in iOS 5 and launched the barely updated iPhone 4S at the same time, critics would have hit it hard. But now that Apple is expected to launch a major iPhone hardware update this fall, the lack of a few popular competing apps might be overlooked. Its an interesting move on Apples part.

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