Google provides Android free of charge and allows developers to add applications on an open basis, betting that by cultivating a bigger pool of users - now at over 500 million globally - it can make more money by providing search functions and selling advertising.
"Apple is the exception, and the Android system is the common model, which is why our market share is so much higher," Schmidt said, adding that success was often ignored by the media, which he said was "obsessed with Apple's marketing events and Apple's branding."
"That's great for Apple but the numbers are on our side," he said.
At one point, Schmidt, who was in Japan to announce the launch of Google's Nexus tablet here, used the device to show off a new function of Google Maps.
The feature allows users to shift their view of an area by moving the device in the air without touching the screen, similar to the effect of looking around.
"Take that Apple," he said, adding quickly, "That was a joke by the way."
(Writing by James Topham; Editing by Ryan Woo)
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