There is a difference. Apple is selling their products in the top market segment, where consumers are usually consider an image, associated with the vendor and

There is a difference. Apple is selling their products in the top market segment, where consumers are usually consider an image, associated with the vendor and the products, as a big part of what they pay premium for. This works in many ways, an image of ethical vendor - in so many ways, from labour conditions for its' workers to support for Greenpeace and the attitude toward selling the customer's data - and an image of themselves, using the premium products, therefore being successful people, and all that. This model needs passionate consumers who support Apple and its products. Google is not targeting the top market segment only. People buy Android smartphones and use Google services because it works well for them, and they do not want to pay the premium for an image, and basically do not care about an image associated with the vendor. This model does not need passionate consumers who support Google and its products.