When Apple launched iOS 6 there were two notable absences, Google Maps and the dedicated You Tube app, in what was widely thought to be part of late CEO Steve Jobs thermonuclear war with Google.
Unfortunately for Apple, the company's attempt at creating its own Maps app wasn't up to scratch and Apple's customers were up in arms about the switch, with Apple CEO Tim Cook eventually issuing an apology.
Months later Google Maps was back on the iPhone and all was well again. In the meantime Apple has improved it's own Maps app, but the damage was done. First impressions count.
When Apple previews iOS 7 at WWDC next month it may well stir up the same dismay as it is anticipated that Google will be shut out of the nuts and bolts of the iPhone and iPad operating system even more.
Apple's WWDC kicks of on 10 June and it is thought that it will preview the next version of iOS at the show – with iOS 7 being a slap in the face to Google.
Apple is said to be in discussion with Yahoo to integrate that search engine solution into iOS rather than Google's. This would make Yahoo the default search engine for the iPhone and iPad.
ZDnet notes that this would be a win for Microsoft as that company's Bing powers Yahoo search.
Apple is paid an estimated $1 billion a year by Google for positioning its search engine as the default option on iOS devices, an analyst has said.
Google is attempting to bite back, however. The company has provided iOS developers with code that will make it possible for them to send customers to Chrome rather than Safari.
The iOS code shows developers how to use a combination of URL schemes and x-callback to set Chrome as the default browser from within their own apps, explains iMore.
This is interesting because Safari is the default browser in iOS, although you can add your own browser, you just can't make anything other than Safari the default.
Presenting a piece for The Motley Fool, Evan Niu, notes that it is because Safari is the default that Apple owns the most mobile browser market share. He suggests that Google's plans could undermine Apple's attempts to not allow others to be the primary browser.
If Google is successful in getting iOS devs to incorporate Chrome into their app, it may lead to a decline in Apple's mobile browser share. "Google's taken a shot at mobile Safari," Niu states.