Tuesday, June 12th, 2012 - OVUM
OVUM COMMENT: Jan Dawson, Ovum’s Chief Telecoms Analyst

At its annual Worldwide Developers Conference, Apple announced several new products and advancements to existing lines from across its portfolio of smart devices.

To maintain its impressive performance, Apple needs to do two things in the TV space. Firstly, create a subscription model that combines the back catalogue of Netflix with the timely content of Hulu for a single price. Secondly, it should create a software development kit followed by an App Store for the Apple TV device to allow third party apps to proliferate there as they have on the iPhone and iPad. What it does not need to do is launch a television set.

Elsewhere, Apple needs to begin to evolve the iOS user interface on iPhone and iPad, which has been the inspiration for many other platforms, but at five years old it’s beginning to show its age. Proper support for widgets (including third party widgets), whether in the Notification Centre or the main screen, is critical.

Apple also needs to add a broader set of APIs to allow better cross-app interaction akin to what is possible on Android.

Finally, Apple must find a way to replace the remaining third-party services, which are core to many users' experience on the iPhone, with its own. It is likely to fix this problem with Maps in iOS 6, but it has a similar problem in web search, in social networking, and in PIM (email, contacts and calendar). Without really compelling offerings in each of these areas, Apple's users will become increasingly ingrained in third party services which may be better supported on other platforms.


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Ovum provides clients with independent and objective analysis that enables them to make better business and technology decisions. Our research draws upon over 400,000 interviews a year with business and technology, telecoms and sourcing decision-makers, giving Ovum and our clients unparalleled insight not only into business requirements but also the technology that organisations must support. Ovum is an Informa business.
Jennifer Duraisingam
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Apple needs to do two things in the TV space.



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