Google Plays All the Right Cards 

By Don Reisinger  |  Posted 2010-06-06 Print this article Print

5. The rabid fan base is growing

The one thing that makes Apple the standout that it is today is its rabid fan base. Often called "fanboys," the company's supporters are unlike any other group in the industry. They support Apple to the bitter end and believe Steve Jobs is always right. Google didn't have that following a few years ago. But now that Android is gaining popularity and its Web services are doing so well, it's starting to attract that fan base. In fact, some might say that Google's fans are just as rabid and loyal as Apple's. So far, though, Google's fans are easily outnumbered by Apple's. But it might only be a matter of time before that changes.

6. Secrecy is starting to take hold

Since Android launched, Google has been a far more secretive company than it was in the past. Previously, Google was a filled with holes. Rather than keep information close to the vest, the company would simply unveil a new service, slap a "beta" tag on it and move along. But those days are gone. Now, Google has done a better job of keeping its upcoming updates and services confidential. Even Google Buzz was a surprise to many when the company first announced it. It seems that Google has learned a thing or two from Steve Jobs.

7. There's a swagger

If Apple has anything, it's a swagger. The company is confident in what it does, it believes in the products it offers, and it wants everyone to know it. To some, that comes off as annoying and unbecoming. But for the rest of the market, it's viewed as the key to what makes Apple such a special company. Recently, Google started developing its own swagger. Rather than simply offer services that people like to use, it has been more outspoken about what it believes. It has even gone toe-to-toe with Apple over the issues it sees with the company. Google is more confident than ever.

8. The desire to be better As successful as Apple has been, the company is always striving to do better. For Steve Jobs, being one of the best companies in a market isn't good enough. The Apple CEO wants the world to see that Apple products are simply better than anything else out there. With the announcement of Android 2.2 and several other updates to its services, Google is making it clear that it wants to achieve that same level of proficiency. Google wants to be better than it is today. It wants to dominate any market it competes in.

9. It's more than Android

It's easy to look at Android and think that Google is trying to be another Apple. But it goes beyond Android. Google has seemingly evaluated what makes Apple such a unique and successful company in the market and has decided to follow its lead. And in the process, it has transformed its business and started making people view the search giant in a very different way. Whether it's search, advertising, Android or anything else that Google has planned, the company is trying to make the case that it can best all competitors. It's a very Apple-esque mentality.

10. It's what Google wants

Google is good at dominating markets, and it has its own market identity. But it's also good at being another Apple. And it's just the way the company likes it. Google sees that Apple's ability to captivate audiences and perform extremely well is tied to its corporate culture. And although Google might not want to copy everything that Apple does, the company does want to enjoy the kind of excitement and respect Apple's products get. That's precisely why the company is doing what it can to be more like Apple. And it's also why, going forward, it will probably achieve that goal.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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