Dogfight: How Apple and Google Went to War and Started a Revolution is a remarkable book about the explosive relationship between Apple and Google as smartphones and tablets came to dominate the PC marketplace. This is a historical view of the final battle of Steve Job’s life and the work by Google to win over the digital battlefield from both Apple and Microsoft.
Dogfight is a smashing success in revealing how human technology companies really are today and the enormous demands they place upon their employees. They create the tools for our digital lifestyles and the means in which it drives new business models (and society) on a global scale. Its truly magnificent.
Since Dogfight is centered around the last days of Steve Jobs many readers may be intrigued to learn how he was personally making Apple vulnerable to Google’s Android by placing so much trust in Sergey Brin, Larry Page and Schmidt. Interesting lessons for us all.
The most interesting aspect for me was understanding the complex relationship between Google and Apple when Microsoft was in charge of the PC market. Clearly Microsoft missed the smartphone and tablet market and now may be forever a forgone player in that space. Even industry leaders are acknowledging that in the mobile space there are only two OS platforms to consider: iOS and Android. Amazing how Microsoft lost its way.
The focus begins with Apple’s drive to introduce a long awaited smartphone and the lengths at which Jobs worked to keep it a secret. Yet we learn that Steve felt that he created a special bond with Brin, Page and Schmidt by inviting them for long walks to discuss technology and the roles their companies were playing in this new marketplace. Even the role of Eric Schmidt is detailed while he sat on Apple’s Board of Directors in the timeframe that Google was going after the iPhone. May we live in interesting times.
While Apple was driven by Steve’s perfection it was quite interesting to learn how unorganized Google was as a company in trying to develop a successful smart device. The Android acquisition was a brilliant move but Fred Vogelstein writes how poorly Google’s leadership dropped the ball on many key strategic business models…Think GoogleWave.
Very surprising to read the behind the scenes life of Apple and Google. Even in chapter eight, which hilights the lawsuit between Apple and Samsung reveals how Apple was better positioned and how Samsung lawyers really damaged their client’s business.
The closing chapter looks at the future of media companies and the role Apple and Google will make in capturing the last remaining market for digital consumption. With the release of the iPhone 6 today Apple’s marketcap is $7.08 Billion with Google at $376.8 and Microsoft at $403.3 as a means of strength to capitalize on this last market….for now.
Maybe everyone interested in learning how the smartphone revolution is changing our world should pickup this book.