It already killed off Research in Motion ( RIMM), but it continues to make even market leaders Microsoft, Amazon ( AMZN) and Google feel grossly inadequate. They are constantly looking over their shoulders and trying to figure out what Apple has up its sleeve. The result is distracted rivals. In this case, Apple is taking away every possible advantage it has presented Google and transferring them to Google's rivals - essentially playing "enemy of thy enemy." The tension between the two has certainly reached an all-time high, and that has helped markets and the world in general enjoy some of the best innovative products known to man, many of which humanity now rely upon heavily as both have endeavored to provide consumers what they haven't realized that they need yet. For this I can only exalt that "all is fair in hate and war." Hold your mail, I realize that's not how it goes, but there's never been any love lost between the two. Follow @rsaintvilus At the time of publication, the author was long AAPL and held no position in any of the other stocks mentioned. This article is commentary by an independent contributor, separate from TheStreet's regular news coverage. Richard Saintvilus is a private investor with an information technology and engineering background and has been investing and trading for over 15 years. He employs conservative strategies in assessing equities and appraising value while minimizing downside risk. His decisions are based in part on management, growth prospects, return on equity and price-to-earnings as well as macroeconomic factors. He is an investor who seeks opportunities whether on the long or short side and believes in changing positions as information changes.