Author(s): Fred Vogelstein

Business & Economics

Behind the bitter rivalry between Apple and Google-and how it's reshaping the way we think about technology The rise of iPhones, smartphones and tablets has changed the world. At the centre of this are Apple and Google, two companies whose philosophies, leaders, and commercial acumen have steamrolled the competition. In the age of the Android and the iPad, these corporations are locked in the feud of a generation-a battle that will play out not just in the marketplace but in the courts and on screens around the world. Fred Vogelstein has reported on this rivalry for more than decade and has rare access to the offices and boardrooms where company dogma translates into ruthless business; behind outsize personalities like Steve Jobs and Eric Schmidt; and inside the deals, transactions, lawsuits, and allegations that mold the way we use the internet and communicate with one another. Apple and Google are brazenly poaching each other's employees. They bid up the price of each other's acquisitions for spite, and they forge alliances with major players like Facebook and Microsoft in pursuit of market dominance. DOGFIGHT reads like a novel: it's vivid nonfiction with never-before-heard details. This is not just a story about what devices are going to replace our TVs, phones, laptops, and music players. It's about who will control the content we see on those devices and where that content will come from-about the future of media, entertainment, communication and information around the globe.