Android has a more sophisticated user interface paradigm than its closest competitor, Apple. Although some of the platform's improvements play catch-up with Apple, in other areas, they outpace Apple, something Google clearly associates with the open-source nature of the product. By endorsing Flash, which Apple will not support, Google is appealing to those who wish to preserve an organisationʼs investments.

While Android has taken market share from all the major smartphone suppliers, the market continues to watch for a platform that can take share from Apple. Many customers ask us to compare the two, and do not ask for comparisons against others (e.g., Research In Motion's BlackBerry), because only Android's target device design, a full open-face touchscreen (keyboard optional), is comparable to Apple's iPhone. While Android has taken market share from RIM, BlackBerry devices generally appeal to those who prefer portrait-oriented keyboard devices.