What jumped out at me in yesterday’s keynote was not the new features or the capabilities per say, it was the world in which Apple wants us to live and work. I knew before what I am about to say but I’m not certain I internalized it like I did today.
Apple cares about one thing and one thing only: getting you to buy more Apple products. The best way to do this is to make it brain-dead simple to move data between and use each of their products. The lens that I will see every feature and every request through now is this lens, and I believe that will help me understand the company that much better. Let me outline a few things for you:
- The same apps run on iPhone and iPad and much of the framework is the same for Mac as well. This ability to have the same apps everywhere is a key component of what makes iOS and OS X so simple for users.
- These apps can all be connected via the cloud. And now apps can even be created for the cloud that are comparable to their desktop and mobile peers. Apple introduces some of the most complicated mobile apps to re-create — Pages, Numbers and Keynote — all on the web. Anything created on the desktop syncs and can be viewed and edited in the cloud which can be viewed and edited on iPhone, iPod touch or iPad.
- Gaming data is connected across all of your devices and connecting to other gamers is through the same, simple process.
- Notifications on one iOS or Mac device, when removed, are also removed on all the other devices.
- iTunes music can be synced to the cloud, synced to their devices, and now integrated with iTunes Radio, a free web radio service that offers integrated music purchasing.
- Sharing photos and now video across Apple devices is as simple as adding it to a stream of photos and videos. Anyone can be invited to see that stream and even contribute their own photos to it.
- Moving photos or other documents from one user to another is as simple as selecting their name in a popup. Apple figures out which Apple devices are near you automatically.
- Soon music, maps and communications will automatically connect to a special in-dash car system. There will no longer be a need to look down at your device while driving.
- Apps that used to only be available for iOS, like maps and iBooks, are now on OS X as well.
It is really easy to see what features are logically coming and which aren’t once we see everything through the “buy more devices” lens. Apps for Apple TV? No brainer. It will come eventually as without it Apple can’t move you seamlessly from individual devices to family entertainment. How about app trials? Probably never, as trials don’t help Apple sell more devices.
If you buy into Apple’s approach, if you adopt yourself to work within Apple’s preferred mode of operation, it will get easier and easier to buy the next generation of Apple gear. And that, my friends, is what makes Apple’s bottom line look so darned good.