Just a few weeks ago Google Inc (NASDAQ:GOOG) held its annual developers conference, Google I/O, at which it launched a host of new and improved services, including an all new Google Maps. Missing from Google I/O was Android 5 or Key Lime Pie. This gives Apple Inc. (NASDAQ:AAPL) a golden opportunity. In just a few days Apple will hold its annual developers conference, WWDC. At WWDC, we expect to see a new version of both the iOS and OSX, giving Apple the opportunity to leapfrog Google in mobile design and utility.
Lagging behind
Android has undergone some major facelifts over the years, including ever better notifications, live widgets and the introduction of Google’s tile interface with services like Google Now. Microsoft Corporation (NASDAQ:MSFT) has completely redesigned its mobile platform with Windows Phone 8, and is upgrading the platform further with the coming release of 8.1. The new Xbox One will also give Microsoft access to people’s living rooms, something Apple and Google have attempted with only limited success.
iOS, on the other hand, has had very little in the way of major facelifts. It has stuck with its vibrant and skeuomorphic looks for years. At this point, iOS feels tired and a little old. However this may be about to change as the king of this current design, Scott Forstall, is no longer with Apple Inc. (NASDAQ:AAPL). There have also been leaks about a major redesign of iOS that would give the operating system a more ‘flat’ and ‘minimalist’ design. This will help it compete with the Windows Phone, which is based completely on a flat live tile interface. It would also let Apple step ahead of Google Inc (NASDAQ:GOOG) in mobile design.
Since Google Inc (NASDAQ:GOOG) failed to release a major update to Android, it will either have to release it at a standalone event this winter or wait until next summer. There could be many reasons for delaying Key Lime Pie, but whatever combination of reasons made Key Lime Pie miss I/O, Apple, which currently has 17% of the smartphone market, has a window of opportunity.
Opportunity
At this WWDC we are likely to not only see a new version of iOS but also a new version of OSX. These two products will be evermore integrated through iCloud and more similar in interface and design. A simple redesign of its operating systems with an iPhone 5S will give Apple Inc. (NASDAQ:AAPL) its mojo back and could return the stock to its former glory. Apple’s hardware is always excellent, sleek in design with good battery life and an excellent camera. Android’s hardware is more hit and miss. With a sexy new operating system launched across all of its hardware by Christmas, Apple will have something more than just an upgraded iPhone to sell consumers.
More than just Google
Apple Inc. (NASDAQ:AAPL) faces real competition on multiple fronts. Microsoft’s Windows Phone, which it has pumped billions of dollars into over the past few years, finally appears to be showing some signs of life. Microsoft shipped 7 million Windows Phones in the first quarter of 2013, which gives it 3.2% of the market. While that seems like nothing compared to Apple’s 17% or Google Inc (NASDAQ:GOOG)’s 75%, it’s close to triple the market share of where Windows Phone was a year ago.
The launch of Windows 8, the desktop OS companion to Windows Phone, was not a huge success and Microsoft will soon be attempting to rectify this with the release of Windows 8.1. 8.1 will include some updates as well as the return of certain features like the start menu that users found missing in Windows 8. Microsoft is desperately trying to save Windows 8 from the same fate as Vista, especially as Windows 8 is more than just an operating system–it is a unified platform, designed to compete in every form factor with offerings from Google Inc (NASDAQ:GOOG) and Apple.
An end to complacency
Consumers get overwhelmed with technical data and bug fix updates, but a design refresh is very noticeable, as is a new piece of hardware. Apple Inc. (NASDAQ:AAPL) especially, as it sells high end devices, should put more focus on keeping its operating system fresh and new. It doesn’t face a large fragmentation issue nor is it below 5% in market share. Thus its focus, with a maturing ecosystem and a maturing market, has to be on maintaining its place in the market. For that it must focus on highly visible updates to its entire product line.
David Danna has no position in any stocks mentioned. The Motley Fool recommends Apple and Google. The Motley Fool owns shares of Apple, Google, and Microsoft.
The article Google Throws Apple a Bone originally appeared on Fool.com.
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