Let’s stop for a moment and consider the disparate strategies of Apple and Google when it comes to the smartphone market. On the one hand, Google has opted for a more open platform. Many manufacturers make Android phones and they can all be quite different.

On the other hand, Apple has opted for a more closed platform. Only one manufacturer (Apple) makes the iPhone and there is very little in terms of choice as to which model you want. The biggest advantage with a closed ecosystem like this, though, is the greater sense of control.

Apple controls not only the software, but also the hardware involved. They only have to send updates to a single series of devices. They only have to troubleshoot and offer technical support on a single platform on, essentially, a single piece of hardware.

With Google, the opposite is true. There are many different kinds of hardware, all running various versions of the same software. This can be much more challenging in terms of logistics and customer service, but it also offers more choice and paves the way for more innovation.

Which strategy is better? It’s hard to say for sure, as both have their respective pros and cons. And this is a question that you’ll need to ask yourself if you enter any kind of related business. Are you better off capitalizing on an existing platform, say like Facebook, or are you better off creating your own separate platform for full control?