San Francisco (CNN) -- The MacBook Pro, with a shiny new high-definition screen, may have been the sexiest star of Apple's keynote address at its Worldwide Developers Conference on Monday.
But updates to its mobile operating system may make the biggest impact on users in the months, and years, to come. And they both clearly target Google, Apple's fellow tech titan and, increasingly, its key rival.
A brand new map system, complete with 3-D imaging and voice-assisted, turn-by-turn navigation is clearly Apple's effort to keep iPhone and iPad users home instead of clicking on what had been the system's go-to app, Google Maps.
And an upgrade to Siri looks to turn the iPhone 4S's feature from a novelty with a few useful applications into the full-fledged "digital assistant" the company promises, with voice-activated search being a key component.
Some might view these changes as continuing the late Steve Jobs' feud with Google over what he felt was that company's theft of iPhone features for its mobile Android system. "I'm willing to go to thermonuclear war on this," Jobs told his biographer, Walter Isaacson, after suing Google in 2010.
At least one expert on Monday saw Apple's latest moves as a strategic way to limit Google's mobile growth.
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