Google Inc (NASDAQ:GOOG) is holding its I/O conference at the moment and one theme seems to be clear. The company is after Apple Inc. (NASDAQ:AAPL) in every single way it can think of. With the phenomenal growth in the price of Google shares so far in 2013, can the firm take Apple’s mantle as the new big cap, big growth tech firm?

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The product launches at the conferences seemed directly aimed at Cupertino. The most obvious attack is on the company’s music streaming service, launched as rumors about Apple Inc. (NASDAQ:AAPL) launching its own service reach fever pitch. The music streaming battle may be a small one, but there were more direct hits from Google Inc (NASDAQ:GOOG).

The launch of a new version of the Samsung Galaxy S4, running Vanilla Android, is a serious blow to Apple Inc. (NASDAQ:AAPL) as worries about iPhone sales continue to mount. The new phone will give users another option, a Google rubber stamped Samsung Electronics Co., Ltd. (LON:BC94) (KRX:005930) phone, that might eat into sales of the Apple Inc. (NASDAQ:AAPL) line up.

Apple Inc. (NASDAQ:AAPL) removed Google maps from its devices last year, in what amounted to an unforgettable catastrophe. At Google I/O Google Inc (NASDAQ:GOOG) announced some key updates to its mapping service.

Voice activated artificial intelligence is still something closely associated with Apple Inc. (NASDAQ:AAPL). The company’s Siri personal assistant is probably still the best voice activated helper around, but Google Inc. (NASDAQ:GOOG) is getting in on the action with its OK Google Chrome service.

Google Inc (GOOG) Upper Hand In Innovation

Google Inc (NASDAQ:GOOG) also seems to be getting the upper hand in hardware innovation and design, an area in which Apple Inc (NASDAQ:AAPL) has slumped in recent years. Google is getting ready to launch a completely new product category in Google Glass, something Apple has not done since the 2010 introduction of the iPad. The media hype is phenomenal, particularly for a company launching its first piece of hardware.

Google Inc (NASDAQ:GOOG) might just be headed for massive growth in 2013, particularly if its new range of products manages to work out. The company’s stock has risen by close to 30 percent in the first three months of the year, and some analysts think shares will hit $1000 before too long.

Apple Inc. (NASDAQ:AAPL) cannot possibly be written off. Perhaps it is simply this week’s darling, but there seems much more excitement about Google right now. That excitement might just point to success.