It seems Apple and Google – who have been competitors since the launch of Android, Google's smartphone operating system – are now kicking off their own struggle mirroring the game and hardware war between Microsoft and Sony, the so-called console war.

The Wall Street Journal is reporting that the two giants are competing to woo mobile game developers with with incentives like “premium placement” and free advertising. The Journal is also reporting a deal last year between publisher Electronic Arts (EA) and Apple to lock down the hit puzzle game Plants vs. Zombies 2: It's About Time. Apple then “promoted the game prominently in its App Store,” says the Journal citing anonymous sources. For its part, EA “agreed to give Apple about a two-month window of exclusivity” which wasn't released for Google's Android systems until later in the year.

The Journal infers that this competition for exclusivity mirrors the one currently in the console market. So what does that mean for you? It means that if mobile devices get just as out of control as the console wars, you're going to have to see which apps and games you really want before picking the mobile device of your choice. Crossover may not be a given anymore.

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[via Kotaku]