In the early hours of this morning, Apple held a keynote to launch products and features which are on their way in the next couple of months. Rather than being the innovator that we are accustomed to, Apple was actually on the defensive trying to kill off competitors who are catching up to them and poor start-ups who stumbled across a great (and potentially lucrative) idea.
Here are 8 significant announcements and potential victims:
1. iCloud
The one everyone has been waiting for – Apple announces iCloud as a way to access your apps, photos, books, music or documents from anywhere and on any device.
Victims: Microsoft’s heavily promoted, cloud friendly OS and recently launched media cloud services such as Amazon Cloud Drive.
2. The App Store
Despite being around for a few months now, the Mac store is now a standard application in the new Lion OS. What we used to call software can now be downloaded directly as apps from the Mac app store.
Victims: Software developers who can not (or don’t want to) get into the app store and software retailers such as Harvey Norman.
3. AirDrop
An app which when installed on two or more computers creates a network to share large files. Simply drag the file into AirDrop and it will be available to anyone you have given permission to.
Victims: IT gurus who set up complicated local networks for small business and online file sharing services such as Dropbox and Google Docs.
4. Wireless Updates and Syncing
Rather than having to connect iThings to a computer or laptop to get software updates or to sync the latest information, iOS 5 will enable this to happen wirelessly.
Victims: Laptops and desktops – there’s no obligation to have one of these now if you just want a tablet or phone.
5. Newsstand
Newsstand looks like iBooks for the iPad and iPhone, but is an app dedicated to newspapers and magazine subscriptions. Issues will automatically be downloaded into the app when available for the user to access straight away.
Victims: Print-only publishers, newsagents and print retailers.
6. iMessage
iMessage functions similar to SMS where you can send messages for free to other Apple device owners.
Victims: The telco’s SMS service, rivals such as Blackberry who already have this feature and new apps such as Textie who facilitate free messaging.
7. Reminders App
An automatically installed reminders app which allows users to compile a to-do-list and sync across all devices. It will also include a geofence which prompts you of reminders when you re-enter the location where you saved the reminder.
Victims: Popular to-do-list applications such as Remember The Milk.
8. Improved Camera
The new camera app for the iPhone will allow users to open the camera from the lock screen to ensure no moment is missed. It will also shoot photos using the external phone buttons.
Vicitims: The function and quality of photos is now very close to the current point-and-shoot cameras and could accelerate their decline.
As you can see, Apple is trying to shoot down all the threats and capture the opportunities which are coming at it thick and fast. It’s now up to the potential victims to respond and fight back.
Nathan Bush is BCM’s Head of Interactive Strategy
Great Post Nath. I had read about some of these things earlier today, but the above analysis helps crystallize the implications of Jobs’ announcement.
Between iMessage, and services like Skype, what is the point of having a phone provider? (Other than providing network coverage).. Or will they be providing plans in the future of internet coverage alone?
I agree Amanda – data (not calls or SMS) will be their lifeblood. Makes you wonder if some realise this with the shoddy coverage on certain networks.
I didn’t want to ‘name names’, but you’re so right. Need to pick their game up!
Great post Nath – I tried to read the blow by blow on another blog earlier today. Thanks for summarising it all in a way that actually makes sense!
Thanks Fergie!
Great post Nath. Gee based on this the traditional retailers should be planning some even crazier clearance sales. It looks like things are about to change more rapidly than ever for those guys.
Seems as if someone’s playing catchup here… MobileMe aside, I’m very keen to see how the new, improved iCloud stands up alongside the likes of google music (and what will inevitably be a bevy of OS independent alternatives).
So true Al but I thought it was also interesting that they are going after specific start ups that are starting to gain traction. Considering these apps have helped increase the desire for apple products and delivered commission, it’s a brave move to target them so blatantly.
Som, read more today about iTunes match. For $25 a year Google will take your current library of tunes (obtained legally of course) and give you access to the high quality iTunes DRM versions. This could be the accelerator of take up.