Where Is Apple In Social Media?
Last night, while catching up with my RSS feeds, I caught this item from Pete Cashmore at Mashable: Stupid Rumor: Microsoft Buying Facebook for $6 Billion. Whenever a 2.0 service reaches a critical mass and acquisition rumors start, three names immediately come to mind: Google, Microsoft, and Yahoo. It’s what you expect.
Of course, Google is the most likely buyer for nearly anything. Just a few of Google’s recent pickups:
- Postini
- GrandCentral
- Zenter
- PeakStream
- FeedBurner
- Panoramio
- DoubleClick
Google has cash, and they’re not afraid to use it.
Then we’ve got Microsoft. In 2007, they have picked up 7 companies (according to Wikipedia):
- aQuantive
- ScreenTonic SA
- devBiz
- Tellme Networks
- Medstory
- Secured Dimensions
Microsoft’s recent acquisitions include software and advertising companies rather than 2.0ish services, adding to the speculation that they’ll soon pick up someone in the social media space. The mere fact that they have not acquired one of these companies makes them an immediate contender.
Then we’ve got Yahoo. The fact that Yahoo is seen as a “competitor” to Google makes them a player- if only because they have to keep up with the Googles. So far this year, Yahoo has picked up:
- MyBlogLog
- Right Media
- Rivals.com
It’s a short list, but it includes the big three: Blogging tools, Ad Marketplace, and Community.
So, where’s Apple in all of this?
“But Apple is focused on hardware” you say. “They’re not focused on online services.”
Well, sure. You’re right. But why?
In my mind there are two big reasons why Apple should either join the social media game through strategic acquisitions or- more likely- build their own from the ground up:
1. Apple already has a community- Considered a cult by some, Apple fans are a large, vocal, and loyal group. The recent release of the iPhone is ample proof. How many people would camp out overnight for a Microsoft product? All geek politics aside, you must recognize that Apple fans are committed. They love the brand. They love talking about the brand. Isn’t that a dream scenario for any company?
2. Apple has things to sell- Consider a social network built by Apple. What would it look like? There’s no doubt in my mind that it would be beautiful and innovative, and would serve to reinforce the brand image. It’s what they do. But design aside, think of what Apple could accomplish from a business perspective:
A. They could sell a lot of iTunes- Let’s think of this non-existent Apple social network as something like Facebook or MySpace. People have profiles, and on those profiles, they can have music, lists of likes/dislikes, friends, etc. Imagine if Apple would sell you (for 99 cents) a song that can be embedded in your profile. Or even better- you can select any song from your iTunes playlist and embed that song in your profile.
B. They could lure developers- Like facebook, Apple could open their social network’s API and developers could create widgets not only for the site itself, but the iPhone as well.
C. Integration with the iPhone- You’ve heard the complaints about the iPhone. No games. No IM. How about using the social network as the killer app-set of the iPhone? You then have IM, games, widgets, etc.- all accessible from the phone as well as the desktop. Now that would be enough to make me cave in to buy an iPhone today.
D. They could extend their brand farther into the Windows world- First there was iTunes. Now Safari. Apple is definitely trying to get on Windows-based machines, and this would be a home run.
This is something I’d love to see.
Filed under: social media
i almost think of the itunes application otself as social media. everyone has a username, collects playlists for others to rate, etc. they should just expand it into its own social network. i know i’d join, anyone already using itunes is already halfway there. i just realized im on vaca, and posting this from my handheld. geek = me. must go to bourbon st now and pound a hurricane to make up for it.