Apple has pulled all Nest-related products from its U.S. stores, instead aiming to only promote products that can take advantage of Apple's own HomeKit platform.

Apple reportedly is still selling the thermostat in stores in the U.K., but it's undeniable there's a new market for Google and Apple to compete in. One of the next big things in tech is the Internet of Things, and Apple is starting by promoting its HomeKit Nest equivalent, the ecobee3 smart thermostat.

Other products that Apple is pushing for its HomeKit platform include the Withings HD security camera. That marks another market that Google is competing against Apple in, with Nest, which is owned by Google, having recently launched the Nest Cam cameras.

Of course, this isn't the first time that Apple has removed products from its retail stores to push products of its own. The company removed Bose headphones from Apple Stores after Beats, which is owned by Apple, settled a legal dispute with Bose over its noise-cancelation technology.

Nest, however, suggests that Apple is still a partner, issuing a statement shortly after Apple stopped selling Nest products.

"Apple is a valued partner to Nest and our new products will be available through Apple in the coming weeks," said Nest in the statement.

Apple removing Nest products from its store goes further than simply retail stores, however. Typing "Nest" into Apple's online store will now pull up results related to HomeKit products. HomeKit is Apple's home automation framework that gives Apple devices a standardized way to configure and communicate.

Google's Nest is growing in popularity, with companies such as Mercedes, LG and Phillips all among those creating products that work with Nest. HomeKit hasn't enjoyed as much success just yet, but it's important to note that HomeKit is far younger than Nest, as it was only introduced alongside iOS 8. HomeKit requires those creating devices for the platform to implement rigorous encryption standards to get certified by Apple.

Nest is also taking a cross-platform approach, allowing iOS users to control its products using the Nest app.

"Through the Works with Nest program and the protocols that we use inside, it's going to be a very robust thing," said Nest executive Tony Fadell in an interview with the BBC. "At the end of the day, though, customers do not buy platforms, they buy products first and foremost. So, anybody who is selling a product-like platform or trying to convert you on a platform, they're not going to be successful because that's not where customers start."

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