Apple’s Digital Hub strategy dominated the last 10 years of Apple, now it’s time for iCloud to be the hub of Apple’s future:
The response from customers has been incredible. It solves a lot of problems that customers were having and made their lives much easier. And so I see it as a fundamental shift, recognizing that people had numerous devices, and they wanted the bulk of their content in the cloud, and easily accessible from all of the devices. I think we’re seeing the response from that, and with 85 million customers in just three months, It is just not a product. It is a strategy for the next decade.
Apple’s Digital Hub strategy placed the Mac at the center of user’s digital lives with iTunes as a way to organize and purchase digital files that could then be transferred to iPods, iPhones, iPads, etc. Now Apple is positioning the cloud as a user’s digital hub, freeing people from needing a central computer to store and organize digital music and movie files, apps, e-books, etc.
Users can now use iPhones and iPads without needing to even own a Mac or PC. This is important, because Apple can’t make the iPad into a post-PC device if it still requires a PC for backup and syncing (which it did before iCloud). iCloud is what will allow Apple’s current non-PC devices and future ones to exist without needing a locally-managed digital hub.
I recently pre-ordered Game of Thrones on iTunes. What really has me excited is that the episode files can exist solely in iCloud, and I can stream them to my Apple TV whenever I feel like it. I no longer have to worry about storing and organizing files locally (and video files take up a tremendous amount of storage, never mind backups). I can even bring my Apple TV to friends’ and relatives’ houses and stream my purchased TV shows there as well.