Not sure why you’d need this if you already have Pages, Keynote, and Numbers. Maybe I’m not the target audience? Who is the target audience?
The consumer electronics market is a tough field to navigate. On the one hand, you have amazing, magical devices for sale that have revolutionized industries, on the other, you have devices that aren’t those devices, but look like them, or may behave similarly, or provide an experience that is “not unlike” the real thing.
They’re “good enough.”
This is an interesting predicament.
Most people want the real thing. They’ve seen it and held it and talked to it and had a great experience with it. When it comes to price, however, they start to squirm.
“It costs how much?”
“I have to get the contract?”
“But what if I transfer from another carrier?”
Or, the killer:
“The guy at the other store told me that the other phones are open. And open is better.”
So, at some point, people start looking for this thing called “good enough”. Truth be told, it’s a pale shadow of what the real thing is, and it’s really not necessarily all that much cheaper, but it usually is cheaper, which makes people feel like they’re being thrifty and smart by not spending the extra $100 and getting the real thing.
I fell into that trap, too. You feel good about yourself for maybe all of a few days, until you realize you spent a lot of money for something that simply isn’t, well, real. It’s close, it’s almost there, but it’s not. Then you get a week into it, then a month, and soon you realize that this thing you’re using ever single day, something that you’re essentially integrating into part of your life, falls short. You purposely didn’t get the real thing in order to save a little money, but the gap widens as time increases. After a few months, you start to wish you had dropped the extra Benjamin and picked up something that will actually satisfy you, instead of something that leaves you perpetually empty.
One of the interesting trends this year (and highlighted by CES), as pointed out by many websites and commentators, is the rampant Apple-copying taking place. It has now become systemic. Manufacturers left and right are creating products to compete with Apple products that don’t even exist yet. Furthermore, they’re building software to match what Apple has in a way that will undeniably leave consumers saddened and confused.
What will happen when a person buys a rip-off Apple phone with a rip-off Siri voice interface that connects to a rip-off cloud service? They will, inevitably, feel ripped off. They’ll see people who actually considered the long-term cost of their purchase and feel resentful towards them, because they had the chance to buy something real and didn’t.
Take, for instance, this:
The consensus is competing voice control technology demonstrated at CES does not yet outperform Apple’s Siri, but the expectation is companies will continue to invest in the technology and result in great improvements in the years to come. Nuance, which licenses its voice recognition technology to Apple for Siri, said competing smartphones with improved speech technology will arrive in the fall of 2012, or one year after Apple launched the iPhone 4S.
The issue here is that these companies are reacting to Apple’s presence and innovative use of technologies that they may have disregarded for being too clunky. Instead of simply waiting for another company to come along and show them “how it’s done”, however, Apple decided to actually do something. Now that their competitors see how good it can be, they’re scrambling to put something on the market that people will also like.
But it’s not, however, the “real thing”, it’s “good enough”.
Now, people are going to start looking around, they’re going to see more of this voice-recognition and voice-control software out there, and they’re going to think “Siri? Who needs Siri? This is just as good as Siri!” Only it won’t be, and they’ll realize that after a few weeks of using it, they paid almost as much as their Apple-toting friends for something that’s not even close to what Siri can provide. Add to that the ability for Apple to continue to improve their software and Siri backend. Do you think Samsung is going to continue to improve their software for free? No, they’re going to include their speech recognition technology as a bullet point on a slideshow, to pay lip service to the consumer, to sucker them in. Then, when it’s time to sell more phones or tablets, include a new version of the speech recognition engine, weather the storm of insults and complaints, and collect money.
“Good enough” isn’t. Remember that.
I’ve reading a great deal in the past few months about all of the new Nexus phones that have been coming out recently, reviews by people who have used iPhones and tried to switch but failed, reviews by people who are avid Android users who love them, and most people who are somewhere in between. I’ve heard arguments as to why certain operating systems have more future, certain phones are objectively better, and really just stand somewhere in the middle, looking at all of this with a little bit of a quizzical look on my face. I’m not trying to take sides here, but I believe that Apple’s position in this market is much better because of one main reason: NFC.
While it’s true that Google’s Nexus phones have had NFC built-in for some time, it has been clear that the feature has been little more than a bullet point in a presentation in order to build some buzz and give Android pundits something to hold over Apple’s head. I thought the inclusion of NFC in the first round of Nexus phones to be half-baked, mostly because I looked around at the places I visited every single day and saw literally nothing that used NFC in a way that was available for public interaction. The only usage for NFC that I’ve seen implemented anywhere was in the TouchPad. We all know how that went.
The key here is this.
If users wave a NFC-equipped iPhone at a NFC Mac (they need to be in close proximity to interact), the Mac will load all their applications, settings and data. It will be as though they are sitting at their own machine at home or work. When the user leaves, and the NFC-equipped iPhone is out of range, the host machine returns to its previous state.
This is huge, and with Bluetooth coming back in a big (or perhaps little, as in low-power) way, this may be even more effective.
“The usual idea is that you would use NFC to set up the link between the two devices and then do an automatic hand over to a different protocol for doing the actual transfer of data – eg Bluetooth, Wi-Fi, TransferJet etc – and that’s what I imagine would be happening here,” she said.
The above coming from Analyst Sarah Clark of SJB Research.
This idea still has so much potential. As Steve Jobs said when he unveiled iCloud, Apple is demoting the computer to just another device, one that accesses your data in its servers in North Carolina somewhere. With the computer being just a gateway to your computing state anywhere, any device can also theoretically access this saved state and allow the user to resume their previous session wherever they are.
Let’s also look at another piece to the puzzle: Apple TV. We don’t know what Apple is planning for this theoretical Apple TV later this year, but let’s take a look at the Apple TV in its current incarnation, the tiny little black box that, quite frankly, is a little Wünderdevice.
For starters, you can now do this. I think that’s a pretty big deal. So the Apple TV, in its current state, can run iOS apps. It can access iCloud. It can play music and movies, and also allows a compatible device to mirror its display through a Wi-Fi connection. Let’s talk about that for a moment, as well.
If you haven’t already, check out Gameloft’s Modern Combat 3. It’s basically a Modern Warfare clone, but it has one killer feature: the ability to mirror the game on an Apple TV, which turns the iOS device you’re holding into a controller and puts the game on the big screen. I tried this on my iPad and was amazed with the results. This is truly something that game developers need to be looking at, but it’s also something that regular developers need to be looking at, as well. Think about it–if a device that is mirroring its display output to an Apple TV can display different content on the device than on the TV, a word processing app could essentially turn the tablet into a wireless keyboard, while the main workspace is displayed on the TV. The iPad or iPhone (or both!) could display a suite of controls or “function” keys, or function as pointing devices, or really anything that you can think of. The idea of a “technology appliance” holds even more water here, since these devices can be used synergistically to create an effect that one device on its own is technically capable of, but is better when spread out among several devices. Look at Keynote, for instance. With an iPad and iPhone, a person can run an entire professional presentation with no bulky equipment and a minimum of technical prowess.
In the context of the aforementioned connection to an Apple TV, this capability becomes even more important, since it allows the TV to function like a traditional “desktop”, but without the bulk of wiring, an extra device to draw power, and connections to set up. NFC handles everything, and the bulk of the transfer can then take place over Wi-Fi, Bluetooth, or some other protocol that is standard in Apple devices.
And this, my friends, is why Apple is positioned so much more powerfully in this market than any Android device manufacturer. While other manufacturers will essentially be playing catch up with all of this anyway, they will also have to contend with consumers who will be presented with each manufacturer’s take on this idea. Where Samsung may offer one type of connectivity, Asus may not, since it doesn’t have a TV of its own, but LG might. The consumer will stand in front of his TV and scratch his head wondering why his Motorola Xoom isn’t connecting to his Samsung TV, while his neighbor with an iPad and Apple TV is able to transition from room to room in his house without missing a beat.
The aftermath of this whole shebang would be the equivalent of a Destruction Derby, with all of these companies vying for the consumer dollar, blowing themselves to bits and waging a war of attrition while Apple’s devices still lead the way due to their simplicity and interoperability. The next thing that will happen is that these other manufacturers will start listing even more specs on their TVs, things like gigs of ram, processor speeds, and core counts. The consumer will look at all this and once again scratch his or her head in confusion. The Apple TV will say something like “Best-in-Class Picture Quality, Siri, and [catchy Apple-fied name for NFC connections]. Say Hello to Apple TV.”
It’ll sell like gangbusters, and we’re all going to want one. Of course we will, it’s going to represent the future of computing. Can we even call it that anymore? No, not really, it doesn’t feel right, and in this one (admittedly long-shot) future, “computing” isn’t a thing. You just pick what you want or need to do, and you use well-designed, simple hardware to do it.