Benedict Evan’s “Cloudy” take on WWDC has dovetailed with a number of thoughts I’ve had over the last few months:
I’ve described this before by saying that Apple is moving innovation down the stack into hardware/software integration, where it’s hard for Google to follow, and Google is moving innovation up the stack into cloud-based AI & machine learning services, where it’s hard for Apple to follow. This isn’t a tactical ‘this’ll screw those guys’ approach – it reflects the fundamental characters of the two companies. Google thinks about improving UX by reducing page load times, Apple thinks about UX by making it easier to scroll that page.
In particular, this excerpt reminded me of Fred Wilson’s recent comments about Apple not being a “top three” technology company by 2020 because they don’t get the cloud. Over the last couple of years, it has been arguable that Google is getting better at what Apple does faster than Apple is with Google’s core competencies. Whether it’s user experience, design, or even a more platform-centric approach, Google has advanced those fairly quickly compared to Apple’s mastering of the cloud.
So, yes it was a year of Apple having the cloud—including what Benedict calls the “personal cloud”—underpin a number of their key initiatives. But with Google getting better at some of Apple’s strengths, will Apple’s “dumb cloud” approach be able to compete with the likes of Google Now?
I would guess that many consumers would still choose using SMS or taking phone calls from their Mac—features powered by OS X Yosemite and iOS 8—over being told when to leave for an appointment. Clearly each of those kinds of features appeal to a specific demographic but Apple continues to cater more directly to everyday convenience where Google’s AI and machine learning are attempting to solve bigger and more complex problems. Obviously Google Now is just one example but self-driving cars and drones also come to mind.
Put another way, Apple continues to optimize for the relatively near term. Each year they make consumers lives just a little bit better. What they bring to the market may not appear as lofty as Google’s future initiatives but as John Gruber notes, Apple knows how to ship. These aren’t concepts, they’re products that scale to the mass market.
Of course, Apple has their own future-focused, mind-boggling roadmap, which is what has allowed them to launch market-transforming products like the iPhone or iPad. Still, I’ve wondered if Apple is not focused on the future enough. The corollary may be more pressing for Google: optimizing too much for the future will continue to reduce the impact they can have on the present. Apple may not have self-driving, concept cars but there’s no company that can compete right now with their ability to deliver incremental, everyday convenience to the mass market each and every year.