The escalating war between Apple and Google -- seen most recently in the latter's new Nexus One smartphone and Apple's purchase of the Quattro mobile-ad firm -- will likely have far-reaching consequences far beyond these two rivals, according to an account chronicling the situation. "Apple and Google both want more. They're gearing up for the ultimate fight," said mobile-ad firm executive Chris Cunningham. A related story speculates that Apple might be eyeing more acquisitions after it retained investment banker Goldman Sachs last year.

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