So, iCloud has been launched yesterday. Nothing surrealistic has been announced, but a convenient solution for Apple customers. And a major step forward in Apple’s strategy. One may say that Apple planned world domination sending ultra-thin devices such as iPods, iPhones and iPads on earth. But truth seems to be that Apple just grabs opportunities that appears to them doing what they love to do: designing User-Centered Design solutions, being hardware, software, service, point of sales, accessories… One big chunk of Apple’s success is its competitors’ (lack of) strategy! And efficient implementation…
It is also a classy answer to both Microsoft and Google (also to Amazon or Facebook to a lesser extend)’s strategies, providing their customers with an ubiquitous experience, convenient solutions on beautiful machines. With enough space to their competitors’ customers to test Apple’s solutions. Let’s have a look at it through DICoDE lens:
Apple is providing to their Apple machines (iPod, iPhone, iPad, Mac) customers a full set of aggregation platforms: e-mails, music (incl. a store), pictures, apps, eBooks, contacts, events (calendar), Game Center, To-do’s, NewsStand (for magazines), notifications… All working seamlessly and conveniently with each other through a unique (take this, Samsung) and efficient (take that, Nokia) Operating System. Apple is also proposing to Windows customers PC tools connected to their Apple PMP.
iCloud as a free service allows them to live an unprecedented experience across their devices. And see how Apple machines are superior to other ones.
Yesterday’s announcements also highlight how Apps are becoming a new standard in digital information consumption. Thanks to key partnerships in most of the ecosystems (games, music, press/media, books…), Apple increases some more the experience gap between native and web apps. The main question is here about compatibility between iOS-based and OSX-based apps. If confirmed, this will have a huge impact on attractivity of Apple’s ecosystems.
Last but not least, the heavy control of Apple on users’ credentials (identification and billing) through the Apple ID and the convenient customers experience guarantees an heavy loyalty and a very low churn towards other billing platforms. Managed by competitors, but also banking services, mobile carriers or media groups to name a few.
Apple TV is lacking in my analysis. That’s because I believe the Apple TV ecosystem hasn’t reached yet it’s full potential. Apple is still testing, experiencing, learning from its users and negotiating with partners. But this new ecosystem will add more leverage to Apple’s power in Digital Information Consumption and Distribution Ecosystems.