Google has an Engineer-driven gene that is a double-edge sword. This enabled them to utilize worlds' most brilliant minds to solve some of the most technically challenging problems. But at the same time, the best engineers lose their interests and quickly move away from "plain and easy" problems, which in fact the consumers face everyday. And the straight-forward logical engineering mindset is often naive in understanding and solving deep human and societal problems. This is why Google has been notoriously good at solving technical problems like search and massive distributed systems, but bad at designing and improving consumer and social products. On the contrary, Apple has been relentless about improving even the tiniest thing in the user experience like a round corner on an icon. Google's lack of drive on delivering the best user experience will eventually bite them hard.