Tech fans are divided over which system is better - Apple's iOS-running iPhones or the varied Android devices that use Google's OS.
While Apple offers a uniform experience across its devices (and often a higher resale value) the Android phones are often cheaper.
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And as Google showed with its recent I/O conference, there's a lot of impressive features on Android devices like the Pixel phone.
But ahead of its own developer conference - the coveted WWDC - Apple has launched a new campaign dedicated to winning over Android users to iPhone.
The "Switch to iPhone" campaign has its own subsection on Apple's website where the company lays out how easy it is to swap over.
Boldly claiming that "Life is easier on iPhone", the campaign has various questions and answers about why gadget fans might favour Apple.
There's also information on battery life, privacy and Apple's own commitment to environmental policies.
"There’s no need to save your stuff elsewhere before switching from Android. Just download the Move to iOS app from the Google Play Store and it securely transfers your content for you," explains Apple.
When it comes to owning the mobile market, Android far outstrips Apple's iOS. That's because Google allows any manufacturer to use its software on its devices.
That means whether its the high-end Samsung Galaxy S8 or low-price Moto X it still runs the same software, and Google gets the credit.
During its quarterly earnings calls, when Apple reveals its numbers to investors, one key factor is often how many users have switched from Android to iOS.
"We saw the largest absolute number of switchers outside of Greater China that we've ever seen in the same period," Apple boss Tim Cook said at the last Apple earnings call.
As Google continues to innovate with Android, Apple has to push hard to make sure it retains a decent segment of the mobile market.
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