Steve Jobs took the stage at WWDC 2011 in San Francisco to talk about news in regards to Apple's software ecosystem. Supported by other top Apple execs like Phil Schiller and Scott Forstall Apple announced new features in Mac OS X Lion, iOS 5 and the new cloud initiative – iCloud. Obviously the keynote has been covered heavily all around the web but I recommend watching it as Apple already posted the HQ video on their webpage.
Mac OS X Lion
The desktop operating system is a mature animal. Both Windows and Mac OS X have been around for a while and although both have been updated semi-regularly it is difficult to come up with innovative new features for desktop computers that change the way we use them. I believe that Apple understands this and has connected this development with the rise of mobile. As such the convergence of devices towards mobile is a trend they directly implemented into the new Mac OS X Lion. Whether it is the automatic saving, state saving, Launchpad, Mac App Store and others – all these features point towards the Mac learning from iOS. Even the OS will be upgraded without needing a physical medium. Add all the touch gestures and you can see where this is going. While Jobs says we are in the post PC era – he seems to be preparing the Mac for survival among fast, easy to use and handy mobile devices. iCloud, to which I will get in a minute, completes the picture.
iOS5
Apple has targeted a number of issues that were held against iOS with the features of 5. Of the top of my mind – the clear number one issue was the notification system. All Android users will recognize the UI as a "copy" of the one they are used to. Whatever you may think about Apple copying Android – the system works very well and I am looking forward to have it. The second interesting feature that caught my eye was the deep Twitter integration. One would assume that Apple would choose Facebook for integration of identity but it seems they went for Twitter and that is good as far as I am concerned. It will allow normal people to get a feel for Twitter. In the end it is a major win for Twitter more than for Apple. Another important announcement was the one about cutting the cord. One of the biggest gripes people had with iOS devices was the necessity of syncing with iTunes. Now the iPhone or iPad no longer need to sync with anything, everything is handled by the iCloud. Then there was iMessage. Have you ever had a Blackberry and then switched to something else? The one thing you probably missed the most was the Blackberry Messenger. While there are many messaging apps around for smartphones, even cross platform ones, BBM was always the best of the best. And now the last thing that gave RIM a competitive advantage is gone. It is no accident that Jobs announced 200 million of iOS devices sold and iMessage on the same day. He conveyed a message – we have critical mass to have our own messaging system. As far as I can tell it is executed with the usual Apple perfection and works very well. If I were a RIM shareholder, I would be scared. There were other interesting thing – Newsstand, Reminders, new Camera app and others but these were the ones that interested me.
iCloud
iCloud is Apple's very serious all-in entry into the cloud game. Yes, many will say that Apple already had their entry with MobileMe that ended up in a very mediocre experience. Even Jobs dropped a joke or two on Apple's account in connection with the MobileMe fiasco. But make no mistake, Apple is very serious about iCloud and has called it their latest important insight. It is their view on how a normal person should use the cloud infrastructure. The fundamental difference between Apple's approach to the internet infrastructure services and the approaches of the likes of Google or Dropbox is that Apple does not want the user to ever see the cloud. A user of an Apple product should never have to drag and drop files to the iCloud or dedicate a file structure for syncing – they never used the sync word once. Neither does Apple want the user to interact with the cloud via a browser. Apple's approach is based on powerful native apps that can take full advantage of iCloud services. As Apple controls the device hardware, software and now the cloud services one would expect the experience to be perfect. iCloud will push documents, photos, music, calendar information, etc… potentially anything between devices without the user having to do anything. As Jobs put it – "It just works". As far as iTunes in the cloud and iTunes Match are concerned – I cannot judge. As both will not be available in Europe anytime soon I will reserve judgement for now. But let's just say that Apple found a way to monetize pirated music and even got the Recording industry onboard to give it a shot.
In the end all announcements from today show what Apple's vision of the future of computing looks like. It is an integrated world where no device is the master information holder. The digital hub is in the cloud, stored safely in Apple's data centers. Users interact with their information via full native apps on any compatible device and get the best integrated experience. iCloud is just a name for the additional cloud feature that Apple provides for free. Whether this approach will be more compelling than the browser approach of Chrome OS or other approaches - I do not know. But these announcements are a clear land grab in many areas and show what a massive and successful company Apple really is today.