From my Forbes.com blog The New Persuaders:
So much for that thermonuclear war.
When Apple removed its YouTube app from its App Store last month, a lot of folks assumed it was one more battleground in an escalating war between it and Google. That seemed like the wrong narrative at the time, and today, it appears there wasn’t much to the supposed skirmish after all. Google has just introduced its own YouTube app for Apple’s iOS devices, specifically the iPhone and the iPod Touch. It’s available in the App Store this morning.
That means that the YouTube app, the previous version of which was created by Apple, no longer will be a default app on the devices, so people will have to manually install it. But given how popular YouTube is, millions of people no doubt will. And the upside is that the app is faster, has features such as an easier guide to channels, and allows you to share videos more easily on Facebook, Google+, and elsewhere.
Most of all, you can now watch tens of thousands more videos, in particular music videos like Taylor Swift’s above. That’s because the new app, unlike the old one, can run ads. The inability to run ads on the old one was a reason many content providers didn’t let them be viewed on the app.
More to the point for Google, this means it can now earn some serious coin from mobile visitors. That’s crucial as mobile devices become the default way people are reaching content on the Web. Google says a quarter of YouTube views, more than a billion a day, are from mobile devices.
There’s no iPad app yet, which seems like a serious shortcoming. Google says it will have one in “coming months,” but obviously sooner would be better, especially with the iPad Mini due out by next month.
Of course, Google and Apple have plenty else to fight about, from patents to mobile operating systems. So don’t expect to see Larry and Tim hugging onstage or anything. But they won’t be fighting over this particular issue anymore.