18 January 2011
Robert Lane Greene has written a sparkling account in Intelligent Life of the growing rivalry between Google and Apple. For years Steve Jobs was an inspiration to Larry Page and Sergey Brin, and, Eric Schmidt sat amicably on Apple’s board until 2009. As Greene puts it, ‘the companies could have been a match made in heaven: Apple’s gorgeous devices running Google’s miraculous services.’ But when Google launched Android and challenged the iPhone in the glittering smartphone market , they became serious rivals and now compete on several fronts: operating systems, browsers, email, photos, app stores, cloud computing, even books and music. (Though not exactly ferociously.)
Greene is particularly good on what he calls the clash of cultures. The key to understanding Steve Jobs, he suggests, is that calligraphy was the most important course he took in his brief time at college. Design is Apple’s supreme value and Jobs has always been a perfectionist, obsessed with getting every tiny detail exactly right. His colleagues used to moan about his reality distortion field. Now that he’s a god, they simply venerate him. Google on the other hand is a ‘herky-jerky place’, where engineers experiment endlessly, happy to put out beta products that often fail. According to Eric Schmidt, ‘the Apple view is coherently closed. Ours is the inverse model: the web, openness, all the choices, all the voices.’
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