A recent study by Goldman Sachs
says that both Google and Microsoft can expect to face an even more dominant Apple in the years ahead. Contrary to Google chairman Eric Schmidt’s assertion that that Google is ‘winning the war’
against Apple’s iOS with its Android OS, the Goldman Sachs report suggests that Apple’s customer loyalty will place Google and Microsoft at a significant competitive disadvantage. Apple currently leads customer spending on ‘complements,’ products and services that sit on top of the platform, which is only likely to continue to rise leading to additional iOS device product purchases.