14 DAY TRIAL // Apple's iOS is a lot more closed off than Android, for example, and that comes with advantages and disadvantages. One advantage is that Apple has a lot more control over the experience, which means it can ensure a standard level of quality.
But that turns into a disadvantage if you want to do something different than what Apple thinks is best for you.
Google in particular encounters this problem. Its apps, YouTube, Google Maps, Gmail, are among the most popular on iOS, but Google is still restricted like any other developer.
One big restriction is that links in apps open in the default browser, Safari, no matter what other browser or apps people use.
To bypass this, links in Google Maps now open in Chrome rather than Safari.
Now it's expanding this functionality in the latest Gmail update by making it possible to open links to maps or videos in Google Maps or YouTube, as long as the apps are installed, instead of the browser.
In fact, the links now open in apps by default, though users can revert to the default functionality and have them open in Safari.
This way, Google can stay within the rules set Apple, but also better integrate the growing number of apps it offers for iOS.
While Google competes with Apple in the mobile space, it can't afford not to be a part of the iOS ecosystem.
Much like Facebook is trying to do on Android, Google's plan to dominate iOS is to continue to make its apps work together by bypassing the operating system as much as possible.
Of course, the success of that depends on Apple. The iPhone maker could very well decide apps can't direct links to other apps, killing off this functionality. If that happens, there isn't much Google will be able to do about it.