With a smarter strategy, Google can change its fate in the mobile hardware industry.

The rivalry between Alphabet Inc. and Apple Inc. is not an unheard phenomenon. Both the tech giants have always given a tough time to one another particularly when it comes to the software segment in the smartphone industry. In terms of operating systems, the Apple iOS and Google Android have been dominating the operating systems domain. The good thing is that Android has actually conquered 70% market share. Since the launch of Google Nexus, it is estimated that the search engine giant is all geared up to give a tough time to Apple’s mobile hardware. Apple at this point needs to come up with it’s a game if it wishes to bounce back the damage which GOOG can cause. Undoubtedly, the Apple iPhone is reigning over the smartphone market where it is considered to be on the top right now. This device is said to be the “breadwinner” for the tech giant. Almost 92% of the profits in the smartphone industry were lured by the latest model of this phone. Moreover, the recent iPhone 6s is doing better and is expected to further beat the sales records during the holiday season making it difficult for other companies to give them a tough time. So this is the point where Google wishes to actually come forward to. The company has been making smartphones since a relatively long span of time. However, they are not associated to the distribution of the devices since they are not retailed at the company’s retail stores but they are sold online only. Moreover, the marketing of the company’s Smartphone is extremely weak. On the other hand, iPhone is marketed with the grandeur it deserves. At this point it seems like the company despite having designed a cumulative hardware and software package similar to Apple, they fail to come up with a strategy that will result in “cannibalization”. So if the tech giant actually starts to promote, market and sell its products then there are high chances that its Android platform will flourish equally. In the times to come it is expected that companies like Samsung will come with its own variant of Android then Google will not really have many outlets to capitalize on. Google can actually give a tough time to Apple provided that it deploys a better marketing strategy that will assist them in establishing the niche of their hardware and software in the industry making it a win situation.