Apple is expected to unveil a new device today and a disappointment might be coming. Not because of the features, but because Apple might be it's own biggest competitor. Apple set the bar so high with the spectacular iPhone 6 sales, that it will be hard to outperform that.
As the WSJ puts it - Google might not be Apples biggest competitor.
In the light of yesterdays discussion, I do think that Apple sees Google as a fierce competitor. The maps attempt is a sign of that and also that they may introduce ad-blocking is clearly targeted at Google.
In general, this could be an additional sign that the market for devices is maturing. Already now, only Samsung and Apple are really earning money with device sales.
http://www.wsj.com/articles/apples-real-rival-isnt-google-1441642255
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