More than ever, the consumer electronics juggernaut finds itself in a pitched battle with the online search giant -- in smartphones, cloud computing and the never-ending competition for the hearts and minds of the best software developers.
Apple on Monday is expected to announce its own mapping application, displacing Google Maps as one of the most-valued features on the iPhone. It will unveil closer integration of its iPhone apps and its iCloud storage service, the latest riposte in its battle with Google's Android smartphone software.
It may promote the latest in Siri, the voice interface that the company thinks can continue to set the iPhone and the iPad apart from the Android pack.
And there will likely be a new line of Macintosh laptops too - underscoring the leverage that a full line of hardware products can bring to what is mainly a software war with Google.
Apple is looking to differentiate its mobile devices from Google's Android by further enticing consumers deeper into its app ecosystem, Carolina Milanesi, Gartner Research analyst, said.
"It's all about loyalty and basically leveraging the opportunity of selling more to them," she said. "I don't think the consumers in the mass market are necessarily tied into the Android ecosystem in the same way that consumers on the Apple side are."
Battling in many arenas, the rivals employ different weapons. Apple's vice-like grip on its ecosystem--with the closely managed app store and its seamless integration with the hardware--stands in sharp contrast with Google's free-for-all approach.
The open system approach, reminiscent of Microsoft's hugely successful strategy of creating standard-setting software that runs on a variety of hardware, has allowed Android to capture the market lead in smartphones (albeit with nothing close to Apple's profit margins.)
Android has also helped to create several potent hardware rivals to Apple. Samsung Electronics' Android-driven Galaxy SIII is drawing favorable comparisons to iPhone and Amazon.com Inc's cheaper Kindle Fire is challenging Apple in tablets and digital content.
Apple's expected move to replace Google Maps with its own mapping application is a particularly dramatic example of how the rivalry between the companies has been evolving.
Google has invested huge sums in its mapping technology over the years, and about half of its map traffic now comes from iPhones and iPads. Among other things, the traffic from those devices reveals valuable location data that helps improve the mapping service and provide features, like real-time traffic reports.
Apple has spent three years preparing to take mapping back. It has integrated technology from acquisitions such as 3D mapping company C3 Technologies, Canadian startup Poly9 Group and mapping service Placebase, ISI analyst Brian Marshall said.
"As Apple builds out its Siri service, they build out the iCloud infrastructure and more capability into its operating system, location data is going to become important," said Sterne Agee analyst Shaw Wu.
"This could help their advertising business too."
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