Think Different™ has limitations. Microsoft thought different by going into the cloud services business. Google thought different by selling smartphones and home speakers. How does Apple Think Different™ these days?
Remember, Apple is a hardware company, easily differentiated from Microsoft, Google, Amazon, and others who pretend with their hardware wares, but make their money in an entirely different manner. Yet, Samsung is a competitor and a hardware maker.
The iPhone PC
Even Apple and Samsung do not compare as Apple to apples. Samsung and Apple both make hardware, but most of the software on Mac, iPhone, and iPad come from Apple. Samsung relies more on Google’s Android and Microsoft’s Windows for software.
Yet, Samsung has something I would like to see– and it will never happen because Apple relies on hardware sales– from an Apple that truly can Think Different™. It’s called DeX. As is in Desktop Experiment? Or, Desktop X? Whatever it is, I want it for iPhone. Basically, DeX turns a Samsung smartphone into a desktop PC. Of sorts.
Wait. What? Who wants a PC on their desktop? Well, PC users, for one. Since Samsung runs Android it also runs Microsoft Office apps– PowerPoint, Excel, Word, Outlook, OneNote, Photoshop Lightroom, Photoshop Express, and the like. What DeX does is take a Samsung smartphone and plug it into a little cradle dock which plugs into a Samsung display. Just add keyboard and mouse and you have a highly portable PC you can carry in your pocket.
Oh, and don’t forget all those Google applications that become desktop apps, too.
Plug the phone into a DeX Station and it becomes a desktop personal computer. And, speaking of DeX Station, the little cradle dock that could also charges the phone, and handles Ethernet, HDMI, USB 2.x, and USB Type C.
As much as I want something similar for iPhone I do not expect to see Apple go there. Samsung does it because differentiation a key driver in competition. Samsung suffers in the enterprise while Apple, iPad, and iPhone rule, so DeX is just a way to get Samsung into businesses.
Why won’t Apple make a DeX-like product?
Apple is a hardware company and won’t do such cool things because that would detract from more hardware sales. For example, why doesn’t iOS for iPad have a multi-user option the way macOS can handle multiple users? Multi-user would mean a household would need fewer iPads and that would impact hardware sales.
An iPhone with a cradle dock that could power a screen like a Mac mini or personal computer might cut down on Mac sales. Many of Apple’s customers own iPhone, iPad, and Macs. Apple wouldn’t sell quite so much hardware if an iPhone could be used as a desktop PC, right?
We have DeX running here and there in the private school where I work and most who use it like it, but the number one complaint is, “Why can’t I do this with my iPhone?”
Why, indeed, Apple?