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Apple vs. Google | Similarities and Differences


Google and Apple are two companies operating in the high tech industry. For a long time, both companies developed in their own segments of the market but recently, the company has started to increase their competition. The introduction of the new smartphone by Google made the company one of the major rivals of Apple, which traditionally dominated the smartphone market with its iPhone. In such a context, it is important to dwell upon basic similarities and differences between two companies.

Marketing strategy

First, both companies develop and implement similar marketing strategy. They focus on the aggressive market expansion and development of innovations. The companies have managed to take the leading position in their segments of the market. When companies have started to compete offering similar products, they still focus on taking the leading position in the market, which is one of the major points in their marketing strategy.

Innovations as the major tool of the market expansion

Second, both companies focus on innovations as the major tool with the help of which they conduct the aggressive market expansion. Innovations bring companies considerable profits and allow them to take the leading position fast and to outpace their major rivals.

Structural differences

At the structural level, companies are quite different because Google is more concerned with the development of its software departments, whereas Apple traditionally focuses on the development of hardware. Nevertheless, both companies have extensive manufacturing facilities and have a complex structure, which allow them to develop the full production cycle. As a result, companies can operate successfully relying on their internal resources. In this regard, Google was more successful in the promotion of its brand and products and services online along with the development of software which could be installed in devices sold by Google, including Nexus One. In contrast, Apple often used software of other companies, while its own developments in this regard are relatively new.
Human resource management

Furthermore, both companies use flexible and democratic human resource management policies, which contribute to the formation of healthy organizational culture in both companies. Both Google and Apple provide their employees with a large autonomy that makes their work more effective. Employees are more flexible in their work because they are not constrained by limitations and strict control from the part of top managers. Instead, they can work on their projects and introduce innovations that are highly motivated and stimulated in both companies. Both companies pay a lot of attention to their human resources, which comprise an important part of marketing assets of the companies.


Thus, taking into account all above mentioned, it is important to place emphasis on the fact that Google and Apple are two companies that have a lot of similarities but still they have substantial differences which make their competition particularly significant, especially today, when they have entered one and the same segment of the market.



Burrows, P. 2010. Apple vs. Google. Retrieved on February 15, 2011 from http://www.businessweek.com/magazine/content/10_04/b4164028483414.htm
Carr, D. F. July 6, 2006.”How Google Works.” Baseline Magazine.
Parr, B. 2010. Google Is Now Apple’s Greatest Enemy: Here’s Why. Retrieved on February 15, 2011 from http://mashable.com/2010/01/20/apple-microsoft-v-google/
Smith, D. December 17, 2006. “The future for Orange could soon be Google in your pocket.” The Guardian.