Apple Increasingly Under Threat From Microsoft, Google And Facebook

Recent conference events held by Microsoft, Google and Facebook have revealed that Apple has a lot of catching up to do as the three have set the bar high. It all started with Facebook’s F8 conference where the social media giant’s chief executive officer Mark Zuckerberg declared that augmented reality would make devices that have screens such as television sets and even smartphones obsolete.

With Apple relying on the iPhone for most of its revenues, this should be a cause of concern for the Cupertino, California-based technology giant. This is especially so because while Apple is believed to be planning on introducing augmented reality features to the next iPhone later in the year, Facebook is working towards a future where smartphones are obsolete in the next decade or so.

Big data

It also emerged from the conference events held by the three that they are going to continually use the data they have to broaden appeal of their products as well as offer their customers better services. The result will be highly personalized experiences that will be useful to users in a digital world that is becoming increasingly complex. In so doing, Facebook, Google and Microsoft are reducing the risk of being too dependent on a class of gadgets or one product. The danger for Apple is that its tech rivals have figured out a way to use all the huge amounts of data they possess from their users while the iPhone maker suffers from a lack of a coherent strategy.

Voice assistant

Apple is also under threat when it comes to artificial intelligence. Its voice assistant, Siri, while it had a head start in that was launched early has recently suffered from quality issues. Meanwhile, rivals’ voice assistants such as Google Assistant and Alexa have continued to win accolades for being consistent, powerful and reliable. Also, the recently revamped Google Photos has proved to be far more intelligent than the default photo app of Apple.

Another danger that Apple is facing is that its software products are largely restricted to its hardware products. This reduces the potential of its reach. But its rivals are, however, aiming to reach across platforms. This is the case for instance with Google Assistant which is now available for the iPhone.

Beat the odds

But while the developments from Google, Facebook and Microsoft should be a cause of concern for Apple, it is still too early to write off the iPhone maker. This is because history has proved the tech giant can be highly resilient even when the odds are stacked against it.


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