What if Apple and Google Went to Actual War? A Thought Experiment

What would happen if two of the world’s largest tech companies went to actual war? That’s the thought experiment behind this Slate feature. Dan Kois provides the introduction:

I asked two experts here at Slate to do a little wargaming with me. Tech columnist Farhad Manjoo will play Google. Moneybox columnist Matthew Yglesias will play Apple. I will play referee as Farhad and Matt imagine their way through a (totally speculative!) (fictional and not true!) Google vs. Apple all-out-war for world supremacy. Could Google erase Apple from the Internet? Could iPhones control killer drones over Mountain View? How different is Apple willing to think? And how evil is Google prepared to be?

Google’s offensive begins with Ghostfruit:

It’s an unseasonably overcast morning in Mountain View when Larry Page gives the Go command. He does so with a heavy heart. Though the feud with Apple has been escalating for months, Google’s CEO has never given serious consideration to the plan known internally as Operation GhostFruit. Then Apple decided to test him, first by removing Google as the default search engine on the iPhone and iPad, and then—when Google complained to regulators and launched a petition drive calling on Apple to reinstate Google—by blocking Apple devices’ access to Google.com entirely. The iPhone and iPad provide the bulk of Google’s mobile ad revenue. Page has no choice but to go nuclear.

After a big acquisitions spree by Apple, their next offensive move follows:

War is a game of coalitions. Not only are there whole countries where Google barely exists (think China), but there’s a whole world of online services companies out there who’ve been chomping at the bit for a big Google scandal to get them into the game.Bing search, Outlook webmail, Yahoo Calendar, and Dropbox for storage. Google’s one-stop shopping is a convenience, but people in Google-hostile territory can use the Web without it and the company’s behavior is frightening people. Apple’s hearty band of loyalists can shop at the Apple Store and punch apple.com into the browser just fine—and while they’re there, many of them are adding their contact information to a new page which urges Apple fans to join the “Apple Army.” The photo accompanying sign-up shows a cheerful, attractive, multicultural group massed in front of Apple headquarters, everyone wearing T-shirts of bright, primary colors. In the first week, 20,000 Apple partisans sign up. 

Read on how Google responds. The Cult of Apple, however, grows to 500,000 in the last offensive.

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