At first everything was quiet and very decent. It all happened behind curtains. Apple's rejection of Google Voice apps for the iPhone was followed by Google CEO Eric Schmidt stepping down from Apple's board of directors. And it seems that the FCC's bizarre investigation into the iPhone App Store was instigated by Google.
Steve Jobs is known for his sharp comments and straight-forward remarks so he did not wait for another chance and continued to criticize Google and its new-born Android platform. Besides doubting its overall usefulness and efficiency, Jobs called it a cheap knockdown of his own platform. In fact, it's no wonder Apple's CEO is so sensitive, he always takes everything very close to his heart. Google in its turn made the same revelations and called the iPad which especially appeals to Jobs' heart nothing more than a big phone.
Schmidt resigned from Apple's board in August 2009, just as the war started to go open. Google managed to grab mobile advertising company AdMob from Apple's hands. It contributed a lot to expanding Google's reach at the web advertising market. Apple had to satisfied its appetites with Quattro Wireless. Then Apple managed to piss off Google stealing Lala, the music streaming service that Schmidt's company wanted to have.
It's quite funny but at the same point they even helped each other. The federal government had not approved of the Google's deal until Apple did not launch its iAd service. So, even bitter enemies can sometimes help each other. But in general, it was clear separation as the hate started to corrupt everything the companies had done together. The latest moves by Apple prove that Jobs is really offended however silly it would sound for a businessman. Apple had Bing in-built in its latest iPhone and even bought their own charting company at one point. It seems that the final split up and cursing all the Google products like it has happened to Adobe is to happen in the near future.