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The MacBook Pro, with a shiny new high-definition screen, may have been the sexiest star of Apple’s keynote address at its Worldwide Developers Conference on Monday.
But updates to its mobile operating system may make the biggest impact on users in the months, and years, to come. And they both clearly target Google, Apple’s fellow tech titan and, increasingly, its key rival.
A brand new map system, complete with 3-D imaging and voice-assisted, turn-by-turn navigation is clearly Apple’s effort to keep iPhone and iPad users home instead of clicking on what had been the system’s go-to app, Google Maps.
And an upgrade to Siri looks to turn the iPhone 4S’s feature from a novelty with a few useful applications into the full-fledged “digital assistant” the company promises, with voice-activated search being a key component.
Some might view these changes as continuing the late Steve Jobs’ feud with Google over what he felt was that company’s theft of iPhone features for its mobile Android system. “I’m willing to go to thermonuclear war on this,” Jobs told his biographer, Walter Isaacson, after suing Google in 2010.
At least one expert on Monday saw Apple’s latest moves as a strategic way to limit Google’s mobile growth.
“We believe the biggest takeaway is that Apple is strengthening not only the interaction within its own ecosystem, but also creating a consortium of powerful web partners to offer an experience that largely falls outside of Google’s walls,” said Gene Munster, an industry analyst with Piper Jaffray. “We believe Apple will continue to add content partners for Siri to marginalize Google’s presence on the iPhone.”
Even enhanced Facebook integration (it’s cooked right in to iOS 6, making sharing to the site seamless), can be seen as a jab at Google’s efforts to gain a foothold in the social media world with Google+.
But it was Maps which may have marked the most direct anti-Google move. Google has been providing mapping information to Apple since the iPhone launched in 2007.
“In iOS 6, we have built an entire new mapping system from the ground up; and it looks beautiful,” Scott Forstall, Apple’s vice president in charge of the mobile system, said Monday. “This is a worldwide effort. We’re covering the world.”
There was turn-by-turn navigation, with voice assistance delivered in the same voice that iPhone 4 users know as Siri. And then there were the stylistic flourishes Apple has made its trademark, like “Flyover,” images recorded from planes and helicopters that give the user a panoramic look at their location from just about any angle.
Google didn’t have much to say Monday, handing out a brief, basic statement.
“We’ve been working on maps for years, in fact just announced some exciting new developments for Google Maps and Google Earth last week and are looking forward to continuing to build the perfect map for our users in the months and years ahead,” a spokesperson said.
Google clearly saw at least that part of the broadside coming. In anticipation of the Apple announcement, Google announced a set of improvements last week to Google Maps in what it called part of “the never-ending quest for the perfect map.”
Significantly, 3-D modeling, one of the features touted by Apple on Monday, was among the upgrades. And the “never-ending quest” bit highlights one of Google’s perceived advantages here.
And Google has, in fact, been working on mapping the world since Maps was introduced in 2004. Duplicating those efforts with an essentially new product will be a tall order for Apple, and if it doesn’t work smoothly from the outset, users will find it easy to migrate back.
Another, more subtle swipe at a Google stronghold, came voiced by Siri. The iPhone voice assistant, which will soon be available for the new iPad, has been fun for the past eight months. But now, Apple wants to make her more useful.
She’s learned how to give you sports scores. And movie times. And restaurant recommendations. You know … the sort of things you now Google.
The iOS update is scheduled to roll out this fall (which, not coincidentally, is around the time analysts expect a new iPhone to be introduced). That’s plenty of time for Apple to build buzz around the new features. But it’s also plenty of time for Google to roll out something new of its own.
The company hasn’t been shy about encroaching on what Apple considered its own turf. The relative success of Google’s Android operating system, which is now on more phones than Apple’s iOS, hasn’t shown any signs of slowing down.
All of which means tech consumers might be able to just sit back and reap the benefits.
STEVE JOBS by Ngo Okafor
People die everyday, this we know. It is an inevitable date we all have. Some sooner than others. Aall this is true, but stories of the loss of great minds, visionaries and pioneers always make me stop and think. These individuals come along once in a life time. Steve Jobs revolutionized technology and indeed the way we live today. Who can think of life without the Ipod and Itunes, and most recently, the Iphone and Ipad. Former Apple CEO Steve Jobs passed away Wednesday at the age of 56, but he left the world with an incredible array of visionary products that he helped design and create while he was at the helm at Apple. In recent years, no stock has been more powerful than Apple stock. This is all due to the brilliance of Steve Jobs who almost single-handedly brought Apple back from the dead to become a massive competitor for Goliath, Microsoft.
Here at the 10 important products Steve Jobs created while at Apple.
Apple II:
Launched in June 1977, the Apple II was the first successful mass-market PC. Jobs and Steve Wozniak designed the Apple II and it changed computing around the world. The first Apple II had specs you would laugh at now, but they were quite good for the time: a 1-MHz processor, 4KB of RAM and an audio cassette interface for programs and data storage. The machine had an external 5.25-inch floppy disk drive as well. The Apple II and its successors would later pave the way for business and consumer PCs.
LISA:
While Apple’s 1983 Lisa computer was a failure of sorts because of its $10,000 price tag, it did introduce many computing features that continue to drive computing innovation. The Lisa was one of the first computers to offer multitasking, a document-based graphical user interface, an optional hard drive and bundled office software. The Lisa is arguably the least important item on this list, and if that’s the case, you can see just how notable Jobs’ contribution to technology products are to today’s society.
MACINTOSH:
The original Macintosh computer was advertised during the Super Bowl and famously decried the status quo of personal computing with imagery related to Orwell’s film 1984. The Macintosh redefined PCs and was the first commercially successful personal computer to feature a graphical user interface and a mouse. The Macintosh line faltered later in the early 90s but began to regain steam again with the iMac.
IMAC:
A year after Steve Jobs returned to the helm at Apple in 1997, the company launched the distinctive (and divisive) first-generation iMac. The design was a radical departure from the Macs of old and helped Apple regain its footing with high-minded consumers. Designer Jonathan Ive, with oversight from Jobs, led the design team in the creation of the iMac, and he later helped design most of the products you see below.
IPOD:
The iPod MP3 player looked a little wacky when it first hit the scene in 2001. Outside of the Walkman, there really wasn’t a single portable music device that changed music so drastically. The first iPod retailed for $400 with 5GB of storage, but now there’s a host of iPod devices ranging from the tiny iPod shuffle to the feature-filled iPod touch, each with its own purpose. The iPod line has had the best-selling music players in the world for several years, and you can count on it staying that way for some time.
It wasn’t enough that Jobs revolutionized the MP3 player; he also needed to give people the software to manage the content. iTunes started as an interface for playing your music files, but now it is one of the largest music stores on the planet. iTunes accounts for more than a fourth of music sales happening today and the trend will likely continue in its favor as the iPod continues its reign as the most popular music player. Apple also recently introduced iCloud, which will interact with iTunes and Apple products so users can store music in the cloud rather than solely on their devices.
The MacBook Pro’s launch in January 2006 showed that Apple was once again getting serious about innovating in the laptop space with high-end parts and aluminum bodies. The Pro’s design largely took cues from PowerBook G4 but included Intel Core Duo processors rather than PowerPC chips, a move that opened up a lot more potential for Apple’s machine and showed the “Wintel” alliance wasn’t going to last. The MacBook Pro paved the way for the MacBook Air a few years later, and the Pro still retails today as one of the classiest laptops around.
While some observers may have been disappointed by Tuesday’s launch of the iPhone 4S, there is no doubt that the first iPhone changed the smartphone landscape as we know it when it landed in June 2007. Steve Jobs’ dedication to a strong user interface showed with his focus on a simple mobile operating system paired with a 3.5-inch touch screen. With the touch screen, you could do anything a developer could think of. The iPhone now has more than 500,000 apps available for it and the phone is the best-selling single smartphone in the world.
The first MacBook Air didn’t seem as important as it is now, but that just shows how Jobs was thinking ahead yet again. When Apple launched the MacBook Air in January 2008, it seemed like a stripped-down laptop that ditched the CD-ROM a little too soon. But now that we’re in the age of cloud computing and streaming media, the need for physical media is essentially gone. The MacBook Air and Intel’s “Ultrabook” followers will continue to change how we look at laptops and personal computing.
The January 2010 launch of the iPad showed that Jobs yet again was ahead of the curve by bringing back tablet computing. Tablets were first shown off by Microsoft in 2001, but tablet PCs didn’t really take off with consumers until Jobs paired a tablet with the simple iOS mobile operating system and a variety of compelling apps. The iPad is by far the best-selling tablet in the world and many analysts believe its going to stay that way, even with competitors like Amazon Kindle Fire and Samsung Galaxy Tab 10.1 and 8.9.
What Steve Jobs product has had the biggest impact on you?
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