Apple announced a lot of features aimed directly at Google, such as Proactive, new Siri, Maps, as well as multitasking features from Windows and Android. I'm not going to play the 'who copied who' game, that's not really important. The key thing is that things like Google Now, Google Maps have had many many years of refinement, and there is no possible way Apple's versions can ever be as good. - GNow is powered not just by Android, but by google.com and Gmail, which is how it can know so much. It builds knowledge based on what you've searched for across multiple devices, not just your phone. The same applies for Cortana which is going to be built into Windows 10, and will use data from bing. - Google is unquestionably the leader in software and data. Microsoft is also a software company. Apple is primarily a hw company. - Apple's offerings are tied to iOS and OSX. Apple has no search engine, no email, no other cross platform services which power this. - Its nice that Apple will try to recreate Street View data, but to be honest they're can only doing this because they lots of extra money. There is no possible way any other company will company will come close to Street View data. Bing has been trying for years and haven't come close. By the time they reach parity, if they ever do, Maps will have advanced that much more. I think competition is really good for users, but in this case the gap is simply too wide. e.g. no one today can hope to launch a web based email service to compete with GMail. The right thing to do, to actually benefit users, would've been to integrate with Google services and allow them to be defaults, instead of locking people into Apple platform services.