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TheStreet Open House

Will Apple Finally Take Out Google?

NEW YORK ( TheStreet) -- Is Apple (AAPL) going to eat Google's (GOOG) lunch?

While the iOS/Android battle has been playing out for multiple years now in the mobile marketplace (tablets and smartphones), could Apple be making a move to squeeze loyal Google users further into its own deep ecosystem?

Remember back in 2012, when Apple removed the YouTube app and Google Maps from its mobile devices? While they can still be downloaded through the App Store, the applications used to be on the home screen by default.

Consumers collectively booed the new Apple Maps, pointing to its errors and poor user interface. Although it has improved through multiple updates, it's still not perfect. But it's now obvious that back then, Apple was trying rid itself of the search engine giant.

Google Docs was one of the company's flagship services that many individuals and small businesses enjoyed using. It was fast, easy and most importantly, free to create, edit and share documents. You could work on spreadsheets and presentations from any computer, so long as it had an Internet connection.

Individuals could also share their projects with teams or classmates, making it extremely easy for anyone to edit, update or print the work from separate work stations. Now Google Docs has been incorporated into Google Drive, a similar service that offers slightly more options for use on the cloud. Essentially, it operates the same and, in fact, I'm writing this article in Google Drive.

But could Apple be trying to break up the online document monopoly? During its latest Worldwide Developers Conference (WWDC) in June, Apple revealed its new service, iWork. iWork, consisting of Pages, Numbers and Keynote -- which are equivalents of documents, spreadsheets and presentations -- are actually not new to the Mac world. However, coming this fall, their iCloud integration will be.

Previously, users could only access documents on their Apple devices through the cloud. So what's the difference? While it might seem like a small difference, it's actually quite large, or at least, could possibly be quite large. Allow me to explain.

Before, if I wrote an article on my iMac, it would update on my iPad via the cloud. Now I can work on my article on the go, for instance, at the subway or a cafe. But what if I don't have an iPad, iPhone, or iPod Touch? Then there will no longer be any way to work on my article until I return home. Until now.

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