Google, Apple and Microsoft eyeing app wars

Something is brewing and tech giants like Google, Apple and Microsoft are at the forefront of it in full speed. Companies are now looking for the next big thing in computing and apps stand a good chance of paving more opportunities. However, the question now boils down to which company can deliver what the market will need next.

Tech giants are looking into the next best thing to do with their computing software and similar products. Google has already taken steps towards a new era of computing as plans of combining Android and Chrome surfaced.

According to sources familiar on the matter (via The Wall Street Journal), Google engineers have been working on creating hybrid of the two platforms. Furthermore, they also noted that Alphabet wants to launch the operating system sometime around 2017. People can expect an initial version in 2016. Android remains the most widely used operating system in the world, running at more than one billion users. Chrome, on the other hand, powers laptops predominantly. Alphabet's decision to merge the two is a form of acknowledgement that they are no longer uniquely different computing approaches.

Nonetheless, Alphabet may have to deal with more than just ensuring smooth transition of Android and Chrome as Microsoft has been expressing interest in taking over Android's market. It just launched an Android launcher.

“Arrow makes it easy to find, launch and get back to your favorite apps, keep in touch with friends, and stay on top of the important things in your life. Arrow learns from you – the more you use it, the better it gets,” the company explained on the program's description in Google Play Store.

“It does the heavy lifting so you can spend less time managing preferences, and more time enjoying your phone.”

According to analysts, the tech giant may not be able to beat Google and Android immediately in the mobile game, but it has been developing software solutions and acquiring interesting apps. These could soon play an important part in Microsoft’s future and its potential against Android and Google.

Apple, in the meantime, is refocusing its efforts on apps and its iPad line. It is trying to cater more to business and creative people -- similar to the market of Microsoft's Surface Pro. Analysts noted, however, that it may take a long while before the such visions will be realised. Google, Microsoft and Apple will need to reconcile the difference between their old services with their upcoming ones.

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