iMessage, Maps, Siri. Apple at the annual WWDC conference has placed in the hands of the developers some valuable pieces of its software. It would have been hard to imagine only a few years ago. Certainly in 2007, when Steve Jobs introduced the first iPhone. Today it is a piece of history: it is exposed to the MOMA in San Francisco in the Typeface to interface collection that begins with a Lettera 22 Olivetti. Its success owes much to the App Store, but came only a year and a half later. Jobs was initially focused on product quality and feared losing the focus on opening third-party software. He opened the App Store in July 2008. “To date there are 2 million applications that have guaranteed $ 50 billion to developers,” said Tim Cook six years later.
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The writer applications know that the Apple store is what keeps tighter control on quality standards. And that is the most profitable. At a time when the iPhone sales slow down, Apple has to push on the software, but that is a voice of increasing revenues to the point of passing the Mac. First he changed the business model to motivate the long-term: the division revenue with developers is 30% and 70 Apple developers, but in case of higher subscriptions year you move to 15-85. Second, to improve usability and user experience is gradually reducing qualms about giving access to the operating system. Already with iOS8 Apple he had released the API to integrate the Touch ID (fingerprint) in the app. This time it was the opening of new experiences with maps, interaction with Siri, access to messages.
“There will be much less fragmentation – explains Gregg Spiridellis, the co-founder of JibJab, a GIF app -. You may have the experience of our product without having to exit the message, not even to install new animations. ” Messages become a platform in which you can make economic transactions, restaurant reservations, editing photos. And it was necessary at a time when the messaging grows while the app slow and pushing companies like Facebook Messenger and WhatsApp.
“By integrating Siri, the user can say” Call me a Lyft in 5 minutes “- Chris Lambert adds that the Uber competitor in America is the CTO – while the opening of the maps means that inside you will see our cars and you can book.” And Albert Lee, head of fitness products of Under Armour, which has one of the widest community, said: “Users tell us that it is difficult to interact with our apps on the phone while they are running, for example to stop or get more information performance: with Siri you can do with your voice. ”
It is certainly an opening, by Apple, made necessary by the competitive environment with Google, Facebook and Amazon, and the user’s requirements 2016. With the aim of enriching the experience It made possible by its ecosystem. But it is moderate opening. Siri will initially be used for all applications and requires that the opening is only applicable to some fields: messages, phone calls, photo search, reservations, payments, sports. “It’s a way to ensure that the interaction is the best possible,” says Carolina Milanesi of Creative Strategies; which it is a little ‘concern that Jobs had when he took time to open the Store. On The Information, Amir Efrati wrote that the decision to allow the integration of Siri to third parties has been taken “after years of internal debates and discussions”, in the light of the fear of losing control of the platform.
Another highlight of moderation with which this opening is happening is that contrary to some iMessage advances has not arrived on Android. In that case Apple would choose to focus on a core service on other platforms to increase the user base and gamble with WhatsApp, WeChat, Telegram. But she decided to still enhance its software and exchanges between users within it, which in the case of Apple also means giving more reason for users to choose to buy its products.
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