Jet lag and technology usually don’t mix, but in the 36 hours since Monday’s WWDC, I’ve had time to think about what Apple’s announcements mean.
Here’s a couple of takeaways:
1. Focus on software Forget about the lack of new or upgraded gadgets. Most major tech companies — Apple included — have been in a bit of a rut, producing slightly more powerful versions of the same black rectangles we’ve been using for over 10 years now. Software that improves how those devices interact with each offer the tech industry a bigger opportunity for innovation.
2. Siri = Mr/Ms Congeniality: That said, Apple’s Siri is beginning to look more and more like the Mr/Ms Congeniality of the brewing war of digital assistants.
Apple announced an app/api on Monday that allows users and developers to construct verbal macros for Siri. What do users want to do with that?
I want Siri to do what I ask, not conduct a class for her on what I mean. Apple seriously needs to get Siri back in the game.
3. War over data heating up: The war over our data is going to heat up, and companies are taking sides. Apple made a few comments regarding Safari’s ability to block tracking software during the WWDC, throwing shade at both Facebook and Google — but mainly Facebook.
Data collection
Over the past two days, reports are coming in showing what Apple is doing would have a much bigger impact on data collection than what the company’s WWDC comments suggest.
Opposing forces
Apple and Facebook seem to be lining themselves up as opposing forces, with Apple increasing playing the role of the defender of personal data.
The most cynical of us might say that’s a great marketing ploy, and that Apple is simply riding the anti-Facebook wave.
Maybe, but Apple is also building up a track record of challenging anyone trying to, and I’m paragraphing Apple CEO Tim Cook’s comments about Facebook’s roll in the Cambridge Analytica scandal, traffic in your personal life.
That track record includes refusing to know what you purchase when you use Apple pay or allowing the FBI to gain access to a Apple device.
Facebook hasn’t said much regarding this, but then again they were probably too busy trying to spin the fact that they had just admitted to selling personal data to Chinese tech companies.
