Apple has changed its stance significantly over the past ten years. Once exclusively a "computer" company (with the word part of their name) the Cupertino-based company is now focussed on the consumer electronics scene - a market that is very widespread and at times can be a bit ambiguous.
But a latest string of events has much cause for concern regarding Apple and Google's relationship. Once "BFFs", a rift has slowly formed between the two, with its highest point being the departure of Eric Schmidt (Google CEO) from Apple's Board.
What's even more interesting is Apple's sneaky intrusion into business areas currently dominated by the search giant Google - things like Apple's acquisition of maps developer PolicyMap in July and their increasing interest in web-based services makes us wonder whether Apple is trying to "pull a Microsoft" and go head-to-head with the formiddable search giant.
We've seen what that can entail - Microsoft's constant duel with Google has resulted in the Redmond company developing some strange services (Bing, anyone?) that tries very hard, but never quite makes the cut, of usurping the search throne. Let's just hope that if they do go this route, Apple will do it with their unique style and innovative flair - thus they wouldn't lose face as quick as Microsoft did.