Apple’s Vs. Google, who’s up?

When Apple Inc kicks off its annual conference for software developers on Monday, all the power players in the Apple universe will be on hand, save the one that is in many ways driving the agenda: Google Inc.

Apple forecasts to publicize its own mapping application on Monday, challenging the position of Google Maps, as one of the most-valued features on iPhone. Apple may announce its own mapping application on Monday, challenging the position of Google Maps, as one of the most-valued features on iPhone. It may promote the latest in Siri, the voice interface the company thinks can continue to set the iPhone and the iPad apart from the Android pack.

Moreover, Firm also expects to unveil closer integration of its iPhone apps and iCloudstorage service with all its devices. It is said that it’s all about loyalty and basically leveraging the opportunity of selling more to them. Battling in many arenas, the rivals employ different weapons. The Apple’s vise-like grip on its ecosystem with the closely managed app store and its seamless integration with the hardware stands in sharp contrast to Google’s free-for-all approach.

The open system approach, significant of Microsoft Corp’s hugely successful strategy of creating standard-setting software that runs on a variability of hardware, has allowed Android to capture the market lead in smartphones.Android has also helped create several potent hardware rivals to Apple. Samsung Electronics’ Android-driven Galaxy SIII is drawing favorable comparisons to iPhone and Amazon.com Inc’s cheaper Kindle Fire is challenging Apple in tablets and digital content. Apple’s expected move to replace Google Maps with its own mapping application is a particularly dramatic example of how the rivalry between the companies has been evolving.

Google has invested huge sums in its mapping technology over the years, and about half of its map traffic now comes from iPhones and iPads. Among other things, the traffic from those devices discloses valuable location data that helpsenhance the mapping service and provides features like real-time traffic reports.

Apple has spent three years preparing to take mapping back. It has integrated technology from acquisitions such as 3D mapping company C3 Technologies, Canadian startup Poly9 Group and mapping service Placebase, said ISI analyst Brian Marshall. Micron Associates reported that whatever the case, Apple fans and partners can look forward to a fairly action-packed this week.