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When Apple kicks off its annual conference for software developers on Monday, all the power players in the universe will be on hand, save the one that is in many ways driving the agenda: Google.
Apple on Monday is expected is expected to announce its own mapping application, challenging the position of Google maps as one of the most valued features on the iPhone. It will unveil closer integration of its iPhone apps and iCloud storage service with all its devices, the latest riposte in its battle with Google's Android smartphone software.
Apple is looking to differentiate its mobile services from Google's Android by further enticing consumers deeper into its app ecosystem, said Carolina Milanesi, analyst at Gartner Research.
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