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The "professional" turning point of the iPhone: Apple's strategy does not change but is enriched

febrero 5, 2020

Definitely a surprise. He could go in many ways and the path chosen by Apple certainly one of the best among those possible. In practice, the iPhone platform continues to grow. And what was previously said in other articles, which had also been strongly contested by which simple and unaware soul of technologies, are now confirmed. The iPhone is a computer, a "post PC device" as Steve Jobs once called it. And as such it continues to evolve, just as computers evolve when switching from one version to the next version of the operating system.

Steve Jobs' announcements, accompanied on stage by Phil Schiller and a large number of other people, guests or Apple executives, who have explored various details, are all important and very, very interesting. The first, more technical, is the evolution with the xCode SDK. In practice, the Apple programming system, free and available on the Mac installation DVD, now has a new feature that makes programming for iPhone easy and intuitive. This potentially puts big software giants on the same level with independent developers. It is no coincidence that thanks to Silicon Valley venture capitalists, Apple accompanies the iPhone "third platform" for the apple house with a special financing system for independent developers called iFund. There will be interesting news on this side, because it will allow an ecosystem of developers and software to be created even more quickly, which will be able to compete with what is orbiting the large platforms (Nokia, BlackBerry, Windows Mobile) already on the market.

Why this desire to speed up? Because version 2.0 of Apple's operating system for the iPhone, which rests its foundations on the same set of basic technologies of Mac Os X and in addition to this implements some specific frameworks dedicated to this type of device, a system that in June it will definitely open to the developer network. I will bring with me the millions of devices sold so far and that will be sold later, and will begin to compete seriously in a frontal way with the greats of the sector. Random name: Nokia. Another? BlackBerry. Which is now seriously beginning to have problems.

In fact, the Canadian Rim (Research In Motion) e-mail platform is beginning to show its limits: it has been growing for ten years but only by one or two has it thrived in a richer way. He lives in a fortunate area: a niche that has grown enormously and that represents what ultimately is the key application for the Internet, that is, e-mail. But dated, based on a proprietary connection technology and the code of the client, that is, of the telephone terminal, based on Java, which moves slowly and with a super interface full of buttons.

A completely different story, for example, for the devices of its competition, namely Nokia and the other manufacturers that license the technology for the most popular email (Microsoft) and for Windows mobile devices. In particular, the heart of the problem is not only to connect e-mail, but to integrate the mobile terminal within the larger and more complex corporate messaging system, what is called "GroupWare", the software for the group of participants at work. That is, calendars, address books and data that must be able to pass in a "seamlsess" way, without interruption, through all the devices. Here is the big news that Apple now wants to play to make the iPhone make a difference.

In the classic segmentation among those who spend the most to have cutting-edge products, there is obviously the more fashionable side. But there is also the managerial one. The ability to leverage the desire of managers and executives. He increasingly asks to be able to choose the device (because after all he who has to carry it around for months if not years) but on condition that it allows it to integrate perfectly with the requirements established by the company.

This is exactly what Steve Jobs thinks about and realizes it through the most flashy and "juicy" part of the new strategy phase with iPhone. Licensed Microsoft's ActiveSync technologies, it goes in fact to show what are the potential for iPhone. Which has its interface and flexibility unknown to competitors' appliances, and now shows that just a piece of software is enough to make it "serious" and suitable for the business world. It is often underestimated, but so is IT: the code that makes the difference, especially when the hardware allows you to make changes without "forcing" unnaturally.

There are many news and examples made on the stage of the SDK conference by Jobs and the other people present. You have the articles on our site to show you all the technical aspects of the change in detail. The general sense of this change can be quickly summarized in the consideration that with a simple software update the positioning of the iPhone has not simply changed, but has been enriched. Respecting a schedule that first saw the arrival of the device on the market, the "roar" of its initial commercial success, and now its entry into the business market in style. Where, however, the volumes are absolutely not irrelevant.

41% of the BlackBerry market (compared to 28% of the iPhone, as Steve Jobs recalled during yesterday's presentation) begins to have the hours counted. Now, we will see what the next step will be regarding the evolution and development of the hardware part (i.e. the arrival of the Umts version of the device). For the rest, if there were those who worried about the fate of the iPhone, we now advise them to sleep soundly.

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