There are two clear leaders in mobile operating systems. Google’s Android and Apple’s iOS. I think that the winner in the race to build equity in their brand with sales of mobile phones is Apple.
Google’s model is to provide an operating system for other smart phone manufacturer’s to use in their own phones making Android appear to a stand alone business. Most users don’t associate Android with Google.
Apple’s model is to put their operating system in their own phone. The iPhone has become synonymous with Apple as most users don’t know, or care, about the name of the system that runs their phones.
Yes, Google’s core business is search and their revenues have been bolstered with Android licensing but at the end of the day Apple’s value over the long term is enhanced even more because when a customer buys their mobile phone they are buying an iPhone and not a Samsung.