By extension, this would be Apple.

Everyone is talking about it. It’s great linkbait. So here goes. Apple had an almost two hour long keynote today where they announced a host of products that Apple commentators were mostly expecting, with exception of the Apple TV, which was a no-show.

Having to, you know, actually work for a living and struggling with the shitty wifi at the Orange County Convention Center (don’t ask), this correspondent followed the keynote via Twitter, and came out with the impression that the driver behind this year’s edition of this pageant was the performance of an early victory dance over Google’s spoils, before war is even declared. Apple is the All Blacks, and they just performed a haka.

The dance was performed in three acts. Act one, maps. Apple launches its own location service, with turn by turn navigation, 3D maps (a feature I find completely useless, but maybe it’s just me) and Siri integration. Siri, by the way, is act two. It is clearly becoming Apple’s search engine. Siri’s end game is a scenario where we never Google, we just ask Siri. Third act, Facebook integration. If you believe (or rather, if Apple believed) Facebook’s recent rumors about big mobile platform plays with HTML5 and launching its own device, this integration is something that just wasn’t supposed to happen. But it did, and mostly as an attempt to throw a wrench in Google’s social aspirations.

How will Google respond? Apple has just taken away 45% of Google Map’s market share on mobile (according to the Business Insider, which, you know, is the Business Insider). That’s the kind of thing one is not advised to take lying down, lest they give Apple the satisfaction of having delivered a true Machiavellian blow.

Upon this, one has to remark that men ought either to be well treated or crushed, because they can avenge themselves of lighter injuries, of more serious ones they cannot; therefore the injury that is to be done to a man ought to be of such a kind that one does not stand in fear of revenge.

If I were in Mountain View tonight, my sleep would be tormented with dreams of revenge.

Advertisements