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Enterprise Google Apple

Apple’s Software Moves Send a Message to Google

Apple’s Monday preview of upcoming software for the iPhone, the iPad and the Mac was full of announcements that should make Apple's competitors a little antsy.

Software chief Craig Federighi showed off new file storage and syncing features to challenge companies like Dropbox and Microsoft; new voice and video messaging seem to make traditional phone calls—and wireless carriers—a step closer to being obsolete; and a new app-building service called CloudKit takes direct aim at Amazon.

But the clearest warning at the opening of Apple’s Worldwide Developer Conference was for Google. Apple chief Tim Cook offered his usual disses about the quality of Android and bold claims about the numbers of users switching from Android to iOS. But the real shot at Mountain View was evident through several smaller announcements Apple made in search, predictive analytics and platforms. These features amount to Apple’s deepest investments yet in big data and its applications, aka Google’s sweet spot.

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Apple is probably never going to be able to search the Web better than Google does, but it appears to be showing that it doesn’t have to.