Google has adopted the smartphone formula that made Apple’s iPhone so successful in the first place (GOOG, GOOGL, AAPL)

This month, Google and Apple are rolling out their newest operating systems, Android 10 and iOS 13. One boasts of an unprecedented level of customization and is dense with new features, while the other touts a simple, newly-streamlined interface that's meant to be easier to use.

You might be surprised to learn which software is which.

Originally known as a more customizable and versatile alternative to Apple, Google is re-prioritizing simplicity, both with its Android operating system and its Pixel phones.

In doing so, the company is adopting a strategy that made Apple's computers and phones so successful early on: betting that users are less interested in variety of choice and more interested in simple, straightforward technology that "just works."

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