Is Apple threatened by Google? According to a recent post in PC World by JR Raphael, the use of the “Android (News - Alert)” term can get an application thrown out of the consideration process – no matter what the technology.

Apparently a developer wants his app approved by Apple (News - Alert), but if he insists on using the word “Android” in his application, he might as well quit the process now. Is it possible that Apple is threatened so much by Google (News - Alert) that the mere use of the word “Android” causes a stir?

 

According to Raphael, “Android” is only the beginning. Apple has rejected Google’s Voice app from the App Store and Google’s Latitude app. Apple claimed both apps too closely rivaled technology already inherent in the iPhone (News - Alert). The company was apparently threatened enough they didn’t care to capture the revenue outside of the iPhone.

Tim Novikoff, one developer who created the Flash of Genius (News - Alert) app says he tried to submit his program to the App Store and mentioned its success in Google’s Android Developer Challenge, an annual contest seeking to honor the most innovative and useful new mobile apps.

As a finalist in this challenge, it would make sense to mention such placement when applying for inclusion in the App Store. Novikoff believed its mention helped to illustrate the program’s value and could increase iPhone-based sales. Apparently Apple didn't agree; Novikoff says he received a notice from Apple's app approval department that stated the following:

"During our review of your application, we found that your application contains inappropriate or irrelevant platform information in the Application Description and/or Release Notes sections. While your application has not been rejected, it would be appropriate to remove 'Finalist in Google's Android Developer's Challenge!' from the Application Description.”

While it stands to reason that Apple doesn’t like Google’s entry into this market and wants to protect its share and its brand, is it necessary to take it to the level where blocking an app simply for its reference to the Android?

For Novikoff, he wasn’t willing to stand his ground and insist he be able to keep his reference. It’s a shame, considering how well his product performed in Google’s challenge. Apparently, the App Store holds too much promise to stick to his guns.

In the end, it could be a losing battle. An open and transparent model has never been Apple’s style and it isn’t in its future strategy, either. The problem with this junior high approach is there are too many players beyond the iPhone that offer profit opportunities for Apple. An inability to identify those opportunities and take advantage of them could eventually backfire.

 

Perhaps Apple isn’t too worried, considering what it has coming down the pipe. Consumers are eagerly anticipating the iPad tablet computer, project to sell more than two million in fiscal 2010. 

For those anxious about the battle between the Android and the iPhone, the former may not be able to push the latter out of the market, but take a look at this post by TMCnet’s Rich Tehrani and see how the market is heating up with formidable players.