Major snore from Apple in my opinion. I think that the event itself, and the fact it was streamed to Mac machines and Safari browsers only is THE reason why Apple had failed and will continue to fail (in my eyes) with the latest announcements. I am talking about a close eco system and spoon fed experience.
Apple failed with the TV expenditure. Steve did not show us numbers, but clearly it was a failure. The big changes were sizing, pricing of shows and streaming, as opposed to storing. Is that what the users really want? To a certain degree, yes. Users do not want to worry about storage, they want to pay less for a device and for content. Apple did deliver on this, but it will not be enough, I believe, to be a killer device like the iPhone, and take over the living room with a storm. WHY? Because of the closed eco system and spoon fed experience.
Apple did a great job in educating the users and providing a great user experience across the board. I argue that user experience is what Apple is really selling and why people are using it. Coupled with the motivation to challenge and innovate, and you have a winning strategy.
This does not and will not work for the TV because only Apple fanboys will forget everything they know, and start a fresh with Apple TV, and forget all they know and do with their many years of habit. The TV is one area where users do not want to get the Apple filter applied to. Users don’t mind it with their iPod shuffle. They don’t mind it with their Mac OSX based machines, and to a certain degree they agree to it with their iPhone (mainly because Android did not step up it’s UX game to be considered a worthy competitor. yet).
Apple will gain a small market share and will have to come up with something much better than that to capture the imagination of the bigger market. I believe that can be done by turning the Apple TV into a real entertainment center to compete head to head with the Sony PlayStation and the Nintendo Wii as a console, introducing the iOS appStore for the TV. That can be killer. But even that is not enough. An Apple TV can only be better than, let’s say, a Mac Mini hooked up to a TV, if it is open. By open I mean I can do whatever I want to do, as opposed to whatever Jobs wants me to do (buy his content that he chose for me).
Examples for this behavior are ample and sad. Apple removed Camera+ from the AppStore recently because TapX3 released a hack which allows you to fire up the camera from the volume button. Apple initially declined the feature, claiming it will confuse people. So Apple is stepping up to the plate as our parents (more like a big brother), deciding what is confusing for us. Clearly, releasing the shutter speed in an ergonomic way may confuse us. I feel over estimated, and I do not think it is for Apple to decide for me what’s confusing and what’s not.
Apple’s attempt at social media is probably the most interesting news to date from that event. A social network around music, which is mutually exclusive from Facebook. Did I snore yet again? While I do believe this is a GREAT idea and a fantastic opportunity for Apple to increase sales on iTunes – the segregation is peculiar. Even worse – who wants to live inside iTunes? Though revolutionary, iTunes is hate by many. Looks and feels old and clunky. Navigating through your music sucks and discovery with genius is, well, boring…
Apple’s notion that people will have iTunes open to see what their friends are listening to is optimistic at best. Not web based, not facebook integration. Only one hope – it integrates with iTunes on your mobile device. I cannot imagine myself opening up iTunes when I want to listen to some music, and getting up to speed with what’s going on with my music buddies.
Apple can definitely relax a little. Let go of the grip and think of a more open way to provide users what they do best. Or not. My personal opinion is that they will not do that, and continue to thrive with a small market share that pays hefty sums to be a part of the cult.