We spend a lot of time looking at who is winning the market share war between Android and iOS.

If one of those operating systems takes a massive amount of the market share, then it should, duh, control the market.

And if it controls the market, then it will get developer support. And with developer support comes better applications and software. And with that, comes more consumers, which means more revenue.

So far, Android has managed to grab lots and lots of market share.

And yet, it's still losing the platform war.

Yesterday, we were talking to someone at a growing e-commerce site. He said that he expects his company's sales to be 50% mobile in the next year or two. (It's ~25% now.)

We asked him if he he saw more traffic from iPhone or Android. Without hesitation he said iPhone. He said, "Android users are just less likely to use apps, period." His company has apps for Android, but mostly as a safety plan.

He's not the only one. Lots of people who are building mobile-centric businesses say iPhone is the way to go.

Fab.com, the high-end flash sales site says a third of its visits are mobile, and of that, 95% of them are Apple gadgets.

Then there's the data from NetMarketShare that shows iOS clobbering Android.

Add it up and you can see that Apple, even with a small share of the overall market, is controlling the platform.

The really bad news for Google is that Apple is quickly mounting a comeback in the marketshare war.

If Google doesn't fix its problems, it could lose both the marketshare battle and the platform battle.

And then, it will be totally irrelevant, losing one of the biggest battles in tech history.