Google Clearly Winning the War Against Apple: Schmidt

The New "Microsoft"

Android vs. iOS is Windows vs. Mac encore, according to Google Chairman Eric Schmidt. In an interview with Bloomberg, he likened Android's role in the smartphone software wars to that of Microsoft's hard-fought campaign to establish Windows as the dominant PC operating system. "This is a huge platform change; this is of the scale of 20 years ago -- Microsoft versus Apple," Schmidt was quoted saying. "We're winning that war pretty clearly now."

Among other things, Android's expansion into device categories covering price-points all the way from sub-$100 to $700 premium tablets, convertibles, and flagship phones, is helping the software's adoption against iOS, which is built for a handful of devices and price-points, made by Apple itself. According to Gartner's market research for Q3-2012, Android grabbed 72 percent of the smartphones and tablets shipped, while iOS made for 14 percent.

Google's distribution model for the Android is its key strength. Google literally gives away Android to hardware makers, such as Samsung, a sacrifice that earns it internet ad revenues and benefits its services, in return. "The core strategy is to make a bigger pie," Schmidt said. "We will end up with a not perfectly controlled and not perfectly managed bigger pie by virtue of open systems."