[I’d like people’s help in completing a timeline of Apple’s online services.]
[Update: deleted the WordPress shortcode, which seems not to be working.]
As kind of a followup to yesterday’s post about some early rumours and speculations about the iPhone, I thought about posting some info about Apple’s online services. Part of the reason is that Asymco’s Horace Dediu has frequently talked about what we could call “Apple’s data play”, for instance in this post about the iCloud data centre in North Carolina. I was also thinking about Mike Davidson’s comments about Apple’s presence (and “dominance”) in such diverse fields as hardware, software, licensing, and commerce. The trigger for this post, though, was from this Steve Jobs comment, which appeared in a recent NYT piece about the Apple Maps fiasco:
The MobileMe launch clearly demonstrates that we have more to learn about Internet services
The overall context for this quote as well as a number of discussions about Apple is the consensus that Apple does a poor job with online services. MobileMe and iTunes Ping are often used in these discussions and it seems clear to most people (including Apple executives and insiders, it sounds like) that the “computer company turned consumer electronics vendor” has a lot to learn about online services.
The reason I find this so interesting is that Apple seems insistent on pushing at least some of its online services. A bit less of a “betting the farm” strategy as Google’s “Emerald Sea” initiative, but an intriguing strategy for such a large and still-successful company. Dediu’s frequent reference to Clay Christensen’s concept of “Disruptive Innovation” might apply, here. Apple might be “disrupting itself into” an online services company, at least in part.
There are several things I find intriguing about this strategy.
As opposed to most other enterprises’ “online plays”, Apple’s model tends not to be based on ad revenues. The divide between Google and Apple couldn’t be stronger when we talk about ad-supported free/freemium services as opposed to paid services or services attached to other purposes. It’s likely an irreconcilable difference between fans of both teams.
Online services are clearly not Apple’s strong suit. It often sounds like Apple is missing a “magic touch” with online services, the same way other companies are said to lack Apple’s design sense. This is more similar to Google+ given the consensus that “Google doesn’t know how to do ‘social’”. But it’s still surprising.
Though Apple may not have a “knack” for online services, it’s been trying to do it for quite a while. I keep thinking about eWorld as a precursor to the whole thing. It’s one thing for a company to try its hand at something new or to pivot into a strong business. It’s another thing entirely to shift more energies into something which has so far proven to be mostly a lost cause.
Adding to my thoughts on this was a podcast conversation (I think between John Siracusa and Dan Benjamin, though it might have been between Marco Arment and John Gruber) during which comments were made about those Apple employees working on online services.
So, basically, Apple’s online services have been on my mind. But I couldn’t find an exhaustive list. Tried Wikipedia but it doesn’t really separate online services from other things Apple does. And I ended up thinking about what would define “online services” in Apple’s case. Everything Apple does which incurs some bandwidth costs would be my working definition. Basically, it’s something to do with Apple investing in data centres and such. Some of these seem like very small costs (hosting data about podcasts, instead of the podcasts themselves, for instance). Given Apple’s size, these costs and the infrastructure behind all of this can be quite big.
So I started listing some of these services and organizing them in a sort of timeline, first in MultiMarkdown format in nvAlt, then in a Google Spreadsheet. I then discovered Vérité.CO’s Timeline.JS which takes a Google Spreadsheet and makes it into a visual timeline.
A few notes:
- It’s a quick draft and I didn’t really check any of the data points.
- In most cases, I only added months and, in the case of “AppleLink”, I only put years.
- I took most dates from diverse Wikipedia pages, not necessarily backtracking on the whole process.
- On at least one occasion, there was a discrepancy between two dates.
- Sometimes, I took the date of the service’s announcement while I used an actual launch date for other services.
- I only added a couple of pictures to show that it can be done. Many of the relevant pix are likely to be under copyright or to constitute a trademark.
- I tried to be as exhaustive as I could be, but I’m sure I forgot stuff.
- Some things may not sound like they qualify as part of “Apple’s online offering” but I think they’re still relevant. My rule of thumb is that if it goes to Apple’s servers, it’s an online service.
- I separated some services from “suites” like iCloud or iTools, partly because some of those services haven’t been kept, which is important to see in a timeline. There are several services missing, here.
- None of this timeline is meant to be editorial. I was just curious about what Apple has been doing online since the 1980s. The reason I care can be found in my earlier notes. I consider myself neither an “Apple fanboi” nor an “Apple hater”. I just find the situation revealing of something happening in the tech world, which has an impact on the Geek Niche.
So, here goes.
Here’s the Google Spreadsheet (editable by anyone):
Here’s the timeline through an embed code:
Here’s the embed code:
<iframe src='http://embed.verite.co/timeline/?source=0AjnWdp-FPwEKdHVqOXhWVlZuZjZYajN5QnExcExuVmc&font=Bevan-PotanoSans&maptype=toner&lang=en&hash_bookmark=true&height=650' width='100%' height='650' frameborder='0'>