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> I'd say Google is for control as much as Apple, I'll concede openness vs. privacy which both sound like something spouted out by a suit.

Naturally they are both vying for leverage. To borrow a line from The Lords of Strategy, "the key way to think about competitive advantage is to think about how to design ecology in such a way to achieve goals you’re trying to pursue" [1].

Apple monetises device sales. It fiercely protects those sales by ensuring everything one does in its ecosystem is done through its devices. That fortification gives it more freedom with user data, which it can play against Google by encrypting and anonymizing its users' activity.

Google, on the other hand, monetises its access to user data. It fiercely protects that access by ensuring everything one does in its ecosystem runs through its servers. That fortification gives it more freedom with devices and standards, which it can play against Apple by encouraging modularity, adaptability, and customisation.

[1] http://www.amazon.com/The-Lords-Strategy-Intellectual-Corpor...

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