Google partners with Audi as Apple continues talks with other automakers

The competition between Google and Apple heats up as the technology giants see an emerging market in autos. Google has announced a partnership with Audi to make the Android operating system available to cars, so that music, navigation and access to apps can make driving more entertaining as well as productive.

The deal was first reported by the Wall Street Journal, and will be announced next week at the Las Vegas Consumer Electronics Show.

Apple is also speaking to automakers including BMW, General Motors and Honda. Apple announced in June that they intended to roll out iOS for music, messaging, navigation and app capabilities in autos.

Operating systems are not the only opportunities for technology companies. Google's recent splurge on robotics acquisitions have brought speculation that robotics could help in building driverless cars. At CES, automakers will display new technological features, including driverless functions.

Last month, Audi announced that 4G LTE capability will be offered in a new 2015 sedan. The company is working with both Google and Apple to increase its tech offerings.

[Wall Street Journal] [Forbes]