My 70 years old grandma decided to buy her first PC 8 months ago, and started taking lessons each week with a private teacher to learn how to use it. Last week I told her about this “magical” new device from Apple. After going over its qualities, praising and talking about how she will probably need much less guidance to work it out - All she asked was a simple question: “So with this iPad, should I just throw away my computer?”. “Well… No.” I briefly answered, feeling a bit disappointed by my own enthusiasm.
One aspect of the iPad, that didn’t get a lot of attention - is its existing dependency on actual “normal” computers. Fact is (like it or not) an iPad -in its current form- cannot replace your regular desktop computer. Apple has chose to treat it the same way it treats its other successful predecessors - a supplementary mobile device that must be attached to your computer, and connected with iTunes. What differentiates the iPad from the iPhone and the iPod before it, is its yet-to-be-acknowledged property as a real productive device for content creation. And it’s not something easy to ignore (Excuse me for not delving into that, here is a good assert if you disagree). By sticking with their iTunes-connectivity method, Apple gain some and lose some, I’ll try to articulate the aspects of their decision and tell why I think this is going to change.
Why should Apple keep the iTunes bond?
First, In keeping this tie-in Apple keeps its mobile products behaviour intact. They are all iTunes devices that have a shared central nourvous system. Without exeptions - it makes things easier and not confusing for the users.
Also, Apple’s mobile products are the key with which iTunes is kept the dominant music player in the Mac and PC world. Without them, iTunes could start losing power. Connecting the iPad to the rest of the pack, is broadening its install base and keeps it relevant (Also subsequentally - giving boost to QuickTime).
In recent years Apple has seen tremendous growth of Mac sales from iPhone owners who loved the product and wanted to try something else from the same company. If the iPad will be advertised as replacement for the personal computer, Apple could theoretically lose future sales of Macs. They are also monetizing Mac sales by offering a more complete experience to Mac users - offering them bonus treats like iPhoto faces recognition, MobileMe service etc.
Why should Apple untie the iTunes bond?
A large part of the audience that the iPad is aimed at, is people who use just a small portion of the features of their PC - most of the time. Old folks, inexperienced kids, and people that don’t do well with technology - are easy examples (I once heard another fine example: ex-convicts). In many cases some of them already have a computer at home - the cliche will probably point to an aging PC that filled with viruses, but even a newer PC that just doesn’t fill its promise is also possible. When keeping the iPad connection with iTunes - Apple forces these people to keep engaging with their old machines, at some level, but still. I think that by completely removing the need for another computer - many will find themselves using the iPad for their various computing needs, and will just forget about their old machine. Maybe when the time is right - clearing the way for an actual Mac desktop computer.
That being said, I just don’t think that the whole “syncing” paradigm fits well with the rest of the “intuitive” scheme that Apple is preaching. Syncing with another computer just creates another level of complexity to this device - and it’s better without it.
Also, If the iPad will stand on it own - Apple could present it also as a real “productive” device, and making a better case at “Why is this different than an iPhone?” remarks.
Some of “pro-iTunes” points I made before, could still hold true even without iTunes. More on that later.
Why does the iPad needs iTunes anyway?
When thinking about it - Another question comes in mind: What does iTunes do for the iPhone? Well. A lot of things actually.
1.The most important thing is a file management solution. iTunes holds every song, movie or TV show you ever had on your iPhone, and even when purchasing content through the iPhone itself - iTunes makes sure to keep a copy also inside its library. That way you can keep a large media library and decide to take with you anywhere just the things you like and save disk space.
2. iTunes also acts as a Backup solution - every time an iPhone is connected, it automatically backs up your data, incase the iPhone is stolen or something else goes wrong, there’s always a fresh copy to restore to.
3. iTunes also being used as a “gate” to move content from other services to the iPhone: Contacts, calendars, browser bookmarks, notes, mail accounts, and photos. (And now with iPad, it makes sense that it will now enable an option to move office documents, and app-specific files right from iTunes).
4. Software updates are being installed only via iTunes, usually it downloads OS updates in the background, and asking you if you would like to update the next time you plugin your iPhone.
There are some advantages that are iPhone-specific, and matter less for the iPad. For example, in iTunes it’s much more comfortable to manipulate large media libraries with a bigger screen than on the iPhone, but all in all, the things I mentioned are crucial for iPhone’s success - and will probably work exactly the same way for the iPad, for exactly the same reasons. But - Is this really nessaccery? Is there another option?
Yes - there is another way.
Numerous times Apple has released products that aim at very narrow, specific task, that created a small niche of people that depend on it heavily. From their Airport Express, Apple TV and Time Capsule something emerges if you read between the lines. I’m talking about some sort of central hub, for your house or office, a machine that does everything you need, making everything else “just work”. I think a machine like this could release iPad’s dependancy on iTunes - and might solve a whole other things for you on the way.
1. The Apple hub as a file management solution - This hub will feature a very large disk, that will keep everything, from media you downloaded to personal files. It syncs with any iTunes enabled computer that already sits in the house. When the iPad connects to your home network, immediately all of its Apps are populated with the Hub’s content. Imagine going inside “Photos” app and immediately looking at your entire Photos archive. With a single tap you can also store an Event to the iPad - and keep it with you wherever you go. The hub could also do some of the heavy computing, let’s say after importing new iPhoto event, it starts with face recognition, then when synced back to the iPad - your photos are already sorted out. This can also work for Movies, Music, and personal files. You won’t be exposed to actual file hierarchy - the Apps will just be populated with new content. I bet you could even make light video editing following the steps of iMovie simplicity - right on your iPad - when all big media files are stored in this hub, you won’t need to have them on board all the time - using the iPad only as the interface to interact with them.
When using the iPad without iTunes, New settings will have to include some that already exists inside iTunes, like automatic syncing, and a way to view your capacity.
2. The Apple hub as a backup solution - This is really clear after you see Time Machine coupled with Time Capsule. The easiest backup solution - now only works with the iPad.
3. A gate to other services - Some of the things like Mail, Contacts, Bookmarks and Calendars, become cloud services for more and more people. Of course the hub will back them up as with the rest of the files on the iPad, but I think options that nowadays exist inside iTunes - to move this information back and forth by USB, beginning to look like a tedious task. If the iPad becomes a personal computer, It should ditch completely the old methods and embrace IMAP and the rest of the pack - and will sync beautifully on its on with everything else. I bet MobileMe will set everything easy as flipping a switch.
App-specific files like documents, notes, drawings etc., could probably use either cloud based services or embrace Apple’s own hub solution in order to maintain files.
4. Software updates - this should work the same as updating any other computer - the iPad will kindly ask you to keep it plugged in to power source while the magic happens… no need iTunes for that. The hub could also help by downloading updates in the background.
The hub could act as an extension to your mobile devices. It could also be combined with an Apple TV to appeal to more users (It already has a small computer inside it). This will solve the need for an actual computer for people who prefer light computing.
Final Thoughts
I guess that Apple will not ditch iTunes soon - but it could offer an alternative, so more people could be depended on the iPad alone, without using another piece of technology. I’ve suggested the Apple hub, now more than ever, as a solution to act as a replacement for iTunes (Until of course we will be ONE with the cloud and be connected 24/7 from anywhere in the world), that will take care of everything you need for the iPad - and more. Until Apple will tackle that issue - the iPad will continue to be perceived as a supplement, an accessory. I’d like to see Apple releasing the iPad from its iTunes roots, and making it a whole independent system.
What do you think? Your thoughts and comments are welcome.
