Facebook just added video clips to form an instant mini-YouTube while Apple remains busy making products we buy, use, and buy again. The closest Apple goes social is iMessage and FaceTime. Does Apple need a social media connection?
Join ‘Em, Or Buy ‘Em?
Instead of jumping in feet first to compete with Twitter and Facebook or Google Plus, Apple seems content to integrate complimentary services instead of owning them.
Facebook’s Instagram now has video clips and that means millions of new videos will show up online. Instead of owning that audience, Apple seems to prefer deep integration of select social media.
Notice that Facebook and Twitter are integrated into iOS and OS X for Mac. Word on the streets is that networking giant LinkedIn might be the button to grace Apple’s sharing attitude.
Of course, there’s not much on iOS or OS X for Google except Google’s own apps, so what kind of game is Apple playing here? Obviously, Google is on the outs and has to go it alone with their own iOS apps.
Apple has the money and the technical expertise. So, why doesn’t Apple do what Microsoft and Google have done and create (or, buy) their own social media service?
I have a theory.
Just between you and me, I think Apple recognizes a fad. Social media is a fad. Users are bouncing from one to another as quickly as politicians change positions.
Social media is also becoming fragmented, and the only dollars appear to be in advertising, not exactly Apple’s forte. Obviously, the company is content to partner with popular services but doesn’t seem to want to engage with customers in a social way.
Customers never tire of great products, but users often tire of the latest trendy social media platform. Already there’s talk of Twitter and Facebook fatigue, and the rest of the social media parade is a lesson in fragmentation. There are so many ways to connect online these days that it’s difficult to keep up. What’s hot today, cools off tomorrow.
While Google and Facebook want to make money from you by selling ads and data, Apple prefers the old fashioned way. Products. People never tire of better products, right? Instead of a social media component, Apple simply makes it easier for users to choose and use any one of the trendy social networks.
Which would you prefer? An Apple device which gives you the opportunity to choose how you want to connect to others, or Google’s approach, which is to shove their network down your throat at every turn?