Once best friends, the leader of the web and the god of technology, Google and Apple are not playing nice anymore.

Smartphone screens are next in the line of "take that's".

Apple’s iPhone software, that rolled out last week shows Google what's up. Apple removed two mainstay apps including YouTube from the software. By coincidence? Hardly, both apps removed were that of Googles.

Apple: 1 Google: 0

The removal of the apps show just how low the companies’ rivalry is. Oh ya, and it also says something about the importance of mobile users to their businesses. Consumers? Oh ya them.

“It’s the two big kids kicking sand in the sandbox,” spokesperson said. Yes something like that. It's a little more like throwing punches at this point.

Can't they just stick to what they do best. Google you about monopolizing the web and apple you make computers and phones if you insist.

Having its map service kicked off the iPhone has potentially significant consequences for Google, because the maps feature earns more than half its traffic from mobile devices, and almost half of that mobile traffic has been from iPhone users. Apple’s move strikes at the heart of Google’s core business, search, because about 40 percent of mobile searches are for local places or things.

But consumers may ultimately benefit as the increased competition could mean better maps in the long run. Fantastic. Consumers win after all.

iPhone5 anyone?