SAN FRANCISCO: Steve Jobs' vendetta against Google remains alive, nine months after the Apple co-founder died feeling betrayed by a company he once embraced as an ally.
Apple is escalating the feud between two of the world's most influential companies by dumping Google's mapping service as a built-in feature on most iPhones and iPads.
Apple is also making it easier for users of those devices to share their lives on Facebook instead of Google's competing social network.
The snubs are part of an upgraded mobile operating system that Apple previewed Monday to kick off its 23rd annual developers conference in San Francisco.
Google's mapping service will be replaced by an Apple-designed alternative when the new software for mobile devices, iOS 6, is released this fall.
Those who want to continue using Google Maps will have to go through additional hurdle, such as finding and installing its app.
It represents a major blow for Google Inc., which stands to lose mobile advertising revenue and valuable insights about people's whereabouts if users of the popular iPhone and iPad devices switch to Apple's mapping service.
Apple and Google are locked in a fight for the attention of hundreds of millions of mobile device users. The battle has been building since Google's 2008 release of its Android operating system to compete against the iPhone.
Android smartphones from companies such as Samsung Electronics Co. and Google's own Motorola division are the chief alternatives to the iPhone. Apple has sued those manufacturers, accusing them of ripping off the iPhone's ground-breaking features.
Google's Maps application has resided on the iPhone since the device's 2007 debut. At that time, the companies were so close that Eric Schmidt, then Google's CEO, appeared on stage with Jobs to hail their kinship.(AP/T03/TW)
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