The Reason for the SeasonPosted: June 13, 2011
I’ve been trying to digest the Apple news over the past few days in a way that would be meaningful, and it’s been difficult. Amidst all of the noise regarding unrevealed iOS 5 features, unrevealed Lion features, unicorns flying and granting wishes, and the future of all three, I was able to come up with a coherent thought that I think captures what I actually think about the future of mobile.
When Apple started getting serious about iOS, Google also started getting really serious about Android, and the divide that grew between the two has been significant. A lot of people get Android phones now because they’re “just like iPhones”, until they realize that their Android-powered device can’t do X (very rarely do I ever run into a situation that’s the other way around), or needs 20 steps to do Y. A few people get Android-powered phones because they want to do things that they “can’t” do with an iPhone. There will always be things that Android devices will be able to that iOS devices won’t be able to do and vice versa, but that’s not the key metric here. What we have to be concerned about is whether or not those things actually make sense and are “doable” by the majority of users. In my opinion, they’re not. Most people don’t have the ability to or desire to root their phones, don’t want to dig into firmware files, don’t want to jailbreak their devices, don’t want to do all the stuff that the advanced users (who tend to be the most vocal) use as ammunition against the competing platform. In the end, most users want to pick up the phone, send a few texts, make a few calls, hop on Facebook, and have fun doing that. Oh and play games. That tends to be about it. Does this make me upset? Yes, sure. I tend to use my stuff a little more, but hey, not my phone.
As mentioned in the past, Apple is doing some neat stuff with their product reveals as of late. Apple is telling people how they work. This is important because yeah, it’s about the user experience (UX), but the reason you’ve got such a killer experience is because of all this hardware underneath, because of this glass, because of this epic battery. Apple is communicating that there’s a lot that goes into the design and production of each device, and that should make you feel good. You should look at all this stuff and feel like they made it for you, to fit your lifestyle, your aesthetics, your pocketbook.
So, that brings us to now. Apple unveils all these new things that are a part of its new iOS, and some people1 looked at all that and had a very meh response, saying that this release was more of a parity release, that it wasn’t really breaking any new ground. I continued to look at this iOS release, however, and I think I figured out why I feel so excited about it. Whenever Apple has released a new product or new version of their OS, Android users have always held it over Apple users’ heads that they’ve been able to do this for months or years or millennia or whatever. Now, they can’t do that. Now, a person deciding between iOS and Android is going to have to choose between The Real Thing and a knockoff. This is where we’re at, folks.
People used to walk into a store and have the sales associate give them a weighted assessment of iOS vs. Android which probably included that ridiculous “open” buzzword in there somewhere. What does “open” mean for the end user?2 I’ll let that one percolate for a bit.
Ultimately, “open” is just a word, a marketing tactic that has no meaning for the customer, for the actual user of the product. “Open” is only meaningful to the developer (and marginally, at that). For the customer, it’s meaningless, but it sounds good, like you’re sticking it to the man or something. For the baby boomer generation, this is great because they used to stick it to the man, and maybe it makes them feel good. But let’s extrapolate that out a little bit. Let’s say a person hears “open” and buys the Android phone because they think it farts rainbows or something. Now they think that everything they do is better, the perceived benefits of using an “open” phone start to shine through. Until they see something running iOS. All of the things they thought were so great are also clearly on iOS, but look better, respond better, feel better. Where’s “open” now? Where’s Android now? It’s just another cheap imitator.
A new iPad owner will be able to pop the top on their new iPad and start using it right away as his or her primary computer. There will be little to no configuration, and all iOS devices will be kept in sync. Apps will use iCloud, people will love the experience, and the whole thing will grow its own. The Apple club is getting bigger, and the cost of entry is dropping like a rock. As highlighted by other writers, Apple is re-stating its devotion to being a hardware company, a mobile devices company, not a software company. Sure, Apple writes software, but only because its software sings on its devices.
For any other company, a software release that brings in features that others have had as “standard” for a little while would be “just” playing catch-up; for Apple, which designs software that is already powerful to the nth degree, “catching up” means creating almost unstoppable inertia.
1 I’m counting myself among those people.
2 I’ve been in carrier stores before, and listening to these floor guys try to explain it to the customer is hilarious. Listen in sometime and you’ll see what I mean.