Is Apple finished with its isolationist strategy? For years – and with some exceptions – it took an Apple device to use an Apple service.
But at the CES in Las Vegas this week, the company has attacked on all fronts, with a dozen announced partnerships to integrate AirPlay, iTunes and HomeKit to televisions, speakers and various devices from the connected home.
Diversification in services, more than ever vital after the profit warning and the decline in iPhone sales, seems to be well underway.
Next Will Be Launching A Streaming Service
An iTunes app on a Samsung TV, the image is symbolic. The best enemies of the tech planet, who have spent years in court while maintaining an interdependent relationship on the components,
have unveiled a new partnership at CES. Samsung’s statement even contains an enthusiastic statement by Eddie Cue, Apple’s vice president of services:
“We look forward to bringing the iTunes and Airplay 2 experiences to more users around the world with smart TVs.” from Samsung, so that iPhone, iPad and Mac users have another way to enjoy their favorite content on the biggest screen in the house. ”
AirPlay2 allows you to send the content (image, sound, video) from an iPhone or iPad to another device. The service has also been integrated with TVs from LG, Sony and Vizio.
However, the iTunes app, currently exclusive to Samsung, provides direct access to the video catalog of Apple, without the need for an Apple TV box, potential sacrificial victim of the new strategy.
The company does not really have a choice. She is completing her streaming service and has invested huge amounts of money to create in-house programs (recruiting Oprah, Steven Spielberg, Damien Chazelle, Jennifer Aniston and Reese Witherspoon, among others).
If it wants to compete with Netflix and Amazon, the apple firm will need to be present on all screens.
The Example Of Microsoft
This strategy is not totally new. For the iPod, Apple launched a Windows version of iTunes as early as 2003.
Same for Apple Music, with an Android app released a few months after the launch. We also find his musical service on Echo speakers Amazon and Sonos.
“It looks like Apple is moving to an open strategy,” says Thomas Husson, a Forrester analyst. “That being said, the company is likely to retain exclusive content for its premium ecosystem, but changing the strategy to services requires more openness, especially for entertainment.”
Others have shown that a radical change in strategy can pay off. Under the leadership of Satya Nadella, Microsoft has stopped beating on Windows Phone.
Instead, the sleeping giant has bet everything on the cloud, and released its software (Office, Skype, Outlook, Cortana) on competing mobile platforms. In late November, the market capitalization of Microsoft exceeded that of Apple.