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Apple Services: The Good, the Bad, and the Debt

No one has an obligation to hurry anything, when it is not due. In the case of Apple, which has devoted an entire presentation to its sumptuous auditorium to talk about services, it is a reflection of how the company is facing this topic and others, as there is inevitably more business needing attention on our list.

Thanks to the grievances that Mark Zuckerberg and company (to avoid polemics, I will just name them) have been doing in recent years, working with services has become a complex subject.

They are still a very effective way for Internet companies to move long-term sustainable finance, deliver convenience with fast iteration, reach larger audiences with affordable (often free) plans, and are a fertile ground for evolving emerging technologies. artificial intelligence the big ball of the time. But the services we get used to daily are marked by their obscure details; as I quote indirectly above, privacy and security These are two examples of fundamental aspects that have been beaten on a scandalous path, for example.

Which brings us proverbial question from English: “Whats the catch?” Or, in the case of Apple, where these sons of me want to go with Apple News +, Apple Arcade, Apple card and the news in the TV business, with the Apple TV +?

We can immediately conclude that it is nowhere. Apple News + is now partly a relaunch of Texture (in its closing phase) within an app that iOS has had for four years. The others don't even have an exact release date. And Apple won't be cute with its history of use on the devices it sells; instead, it bets on privacy and security as two of its main attractions.

Nonetheless, by cleaning the oven to make an out-of-the-box presentation like last month, focused on solutions that were more exposed as ideas than concrete, Apple was in a hurry to want to establish its portfolio in the marketplace. And the most important question here is whether she gets it right now.

Apple Pay, Apple Music, Apple TV and Apple Arcade are all good.

Apple devices logged in to Apple Music

And they are at least for this one who writes to you. I am a user of the first three and I like the experience I have. Apple Arcade may not be ready, but as the company will launch it in more than 100 countries this year, chances are good that I can review it and amend this article with a final verdict anyway, his proposal is also good. .

To justify my view of them, I should remember the seven-point approach that Tim Cook uses to explain how the company's services should work.

Regarding the title examples, there is nothing serious being ignored in any of them. Apple Pay is conceptually excellent for users (considering your bank accepts it, of course) and Apple Music shows constant signs of advancement where it needs to evolve, as well as leaving behind three things that weren't good when it was launched in 2014. Both will be the company's flagship services for a long time the second, moreover, already has numbers that support this thesis.

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Official Image:

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Let's talk more about Apple TV, because it was the one who received attention at the last event. Apple has faced competition in its segment since its first release, as both Apple and all its rivals come from a history of unsuccessful attempts to make a good entertainment offer over the Internet. So there is no way to pin your box one day significantly higher than other offerings on the market there are zillions of TV brands and accessories for them, like the popular Google Chromecast, for example.

The price of the equipment, compared to their offerings, is a limiting factor that Ma mitigates by distributing its content app to hardware partners. In addition, investing in original content, especially with high caliber stars in the squad, requires the maximum possible distribution; Unfortunately, just with Apple TVs would not be enough for the expected audience for the new series.

Apple TV 4K

Apple TV 4K

in Apple

Price: Starting at R $ 1,169.10Installment Price: at up to 12x from $ 41.95Release: September 2017 (5th generation)

Boto - Buy Now

These were decisions with consequences, as might be expected: the shuddering of relations with Netflix has already been noted. But in the long run, Apple's original channels and series can do well. These are good increments for the company's entertainment offering, now with the potential to grow and become more consistent around the world.

As for Apple TV itself (the box), there is good evidence that its platform will have a revamped game offering: in addition to the fact that Apple Arcade is promised to Apple's box, Google promises to take its newly launched game offer by streaming (Stadia) for anywhere that serves YouTube although it does not bet my chips on Apple TV as a priority, but we can wait.

iCloud, Apple Maps, Apple News and Siri are bad

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Official image:

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How bad? Well, it depends on who you ask.

Even if your file synchronization on iCloud Drive is perfect and Apple Maps doesn't send you to a mid-Atlantic atoll when looking for an address in the next neighborhood, there are fundamental issues with these guys that Apple preferred not to prioritize right now. I don't know about you, but I see Apple's problem with services at a level that precedes (and much) recent events. And where the thing doesn't show a good image.

About iCloud, it bothers him that he doesn't frequent two trams that are critical to the popularity of his apps: schools and companies. Last year, Ma even improved its offerings for the education sector by offering cheaper iPads and creating a reference curriculum for educators; In the corporate branch, there are giant partnerships like SAP, Salesforce, IBM, Accenture and so on.

On the other hand, do you see anyone in an office or classroom working on documents in iWork? It's not impossible: if you or your colleagues use Windows, you can access files made in Pages, Numbers, or Keynote in the web browser of your choice. However, Apple does not directly attack the heavily consolidated Microsoft Office (which recently arrived Mac Ap Store) and G Suite, which offer cloud collaboration and storage plans with better options and file and folder-based workflows that are what these markets really need.

Apple Teacher - Teacher with Student

While it is not an impactful scenario for Apple to be successful with its products, it is bad for Apple to have differential factors to choose from across businesses and schools. It is past time for iCloud to make the missing leap in that direction. Why are new solutions, such as Classroom and Apple Teacher, better separate than bundled with a single family of cloud apps, allowing Apple to consistently explore them across multiple audiences?

Speaking of consistency, Maps, News and Siri are knocked out for lack of it. Just look at this page on the company website. As much as the three have their strengths, it bothers them that everyone is thoughtfully and carefully thought out for the United States first and then (but long after) to the rest of the world with cuts and leaving much to be desired.

Worst of all, companies that start after Apple, big or small, often go a lot ahead of it with some competitors in less time. A Portuguese news vehicle, for example, could already move to support a reasonable Ma news service by now. Although he did not have large newspapers and magazines 100% made for him after all, in the US, PDFs from many of them were accepted.

We may even have a quiet pause to set aside the annoying inconsistencies. Let's say I can survive without subscribing to Apple News + magazines, or virtually browsing So Paulo's malls on Maps (spoiler: I can). Today, it is in the nature of online services to have a common denominator of functions that are minimally good for a large audience, something that Tim Cook and company have not done. Minimal things like making sure you can talk to Siri in public without the fear that she will fail simple questions, or being able to see information about a location on Apple Maps will be corrected with your help, which is not yet available. good.

Even on these issues, the company hits little, very little, for those who want to excel in services. Events like the week before last, when only one of the new ones was really ready for the day, would not have to show solutions to all problems at once; but even unintentionally compromise this message by adding more distractions to a portfolio that lacks consistency.

Where Apple is due

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Official Image:

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By itself, Apple is a platform company all of them already consolidated in the segments where they operate. It's not bad that she bets more on new services and wants to present them differently: after all, they form a fundamental pillar in what keeps her products going on. The moment, however, of attention to two other pillars: hardware and software, which Cook himself highlighted to the public at the end of last month.

The truth is that Apple comes from errors, some of them crass, in dealing with its hardware and software, which used to be a reference in quality. I can quickly quote the fiasco involving the announcement and the death of the porter Airpower, the insistence on a format of keyboard for MacBooks which is bound to fail after three generations in use, and exposure to the market for new products like the iPad Pro and HomePod, with software features that have been postponed to iOS 13 or that still don't live up to expectations, even though it has hardware. tip.

Eventually, these stumbles will be overcome even if they are not filled with any equivalent solution, as is certainly the case with AirPower. But with so much attention to be paid to the many areas and services that already exist with opportunities for improvement, it is doubtful that Apple chose to open the year to the public with a number of new promises and few concrete and definite commitments. The motivation for this clearly came from recent investor talks, repercussions of revisions on sales growth and a slowdown in hardware sales.

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Image: https://www.shutterstock/image-photo/famous-wall-street-sign-manhattan-new-542887060

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As others say, I believe the financial market driven by fear and greed. Not only are the best values ​​to guide the choices to be made in a company even more when it serves a community of people that has been moved to care about the quality and care that it produces, they are worthy of commitment in the first place. .

Returning sentence that started this text: Despite the regrets, Apple should not rush anything for Wall Street growing or not, with crisis or not. They may even be content to have hasty advertisements or business plan presentations. But fear and greed can change everything any day and anytime.

In the meantime, there are people who deserve products with a better word-typing experience. For someone who makes computers, wouldn't that be something to think about with a sense of urgency?