Furthermore, both companies use flexible and democratic human resource management policies, which contribute to the formation of healthy organizational culture in both companies. Both Google and Apple provide their employees with a large autonomy that makes their work more effective. Employees are more flexible in their work because they are not constrained by limitations and strict control from the part of top managers. Instead, they can work on their projects and introduce innovations that are highly motivated and stimulated in both companies. Both companies pay a lot of attention to their human resources, which comprise an important part of marketing assets of the companies.


Thus, taking into account all above mentioned, it is important to place emphasis on the fact that Google and Apple are two companies that have a lot of similarities but still they have substantial differences which make their competition particularly significant, especially today, when they have entered one and the same segment of the market.



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Parr, B. 2010. Google Is Now Apple’s Greatest Enemy: Here’s Why. Retrieved on February 15, 2011 from http://mashable.com/2010/01/20/apple-microsoft-v-google/

Smith, D. December 17, 2006. “The future for Orange could soon be Google in your pocket.” The Guardian.