Tuesday, December 18, 2012
Apple's Power Move And Why It's Working
As Apple continues to expunge Google from its mobile platform, a fascinating outcome has emerged. By distancing itself from Google, Apple has actually made its product better. This is not because Apple is providing a better solution. That argument has no clear winner. Since the release of the latest iOS, Google has provided its own version of the YouTube app. Now controlled by Google, this version far exceeds its predecessor in features, functionality, and design. Previously, the YouTube app didn't receive much improvement as ownership of the development was somewhat muddled. Google also released its own "Google Maps" app which received a much needed face lift along with turn-by-turn navigation. This app is an attractive alternative as Google's digital mapping prowess is well aged. Consumers may be more inclined to use Google as Apple is still in its mapping infancy. The most attractive feature about both of these apps is that they are free in the App Store.
Looking back at a short history of iOS, Apple's decision to build an App Store turned the iPhone from a novelty into an everyday device. Apple tapped into the vast resources of the technical world to make their product more attractive. Apps such as Twitter, Facebook, YouTube, and ESPN helped to convert a simple mobile device into an interactive experience. By releasing Google from its obligations to iOS and forcing them to play in the market, Apple has made its product more attractive to the general population. In the past Google has built Android specific features in an attempt to lure users to their platform, but at this point Apple's market share is too large to ignore. Google must compete for users in iOS. Intentional or not, pushing Google out is the ultimate power move by Apple. Do not be fooled by Apple's claims of building a better experience. They are leveraging Google's popularity and success against their need to be an important member of the mobile world. Every time Google updates an iOS app, Apple takes another dollar to the bank.