Apple Cloud of FUD: it just works

What the hell is Techcrunch smoking?

ooooooh! The Cloud! The Truth is in the Cloud!

With iCloud, Apple is transforming the cloud from an almost tangible place that you visit to find your stuff, to a place that only exists in the background. It’s never seen. You never interact with it, your apps do — and you never realize it. It’s magic.

Compare this to Google, the company perhaps most associated with the cloud. Google’s approach has been to make the cloud more accessible to existing PC users. They’re doing this by extending familiar concepts. Google Docs is Microsoft Office, but in the cloud. Your main point of interaction is a file system, but in the cloud. Gmail is Outlook, but in the cloud. Etc.

Meanwhile, another company now largely associated with the cloud, Amazon, has essentially turned it into one giant server/hard drive that anyone can use for a fee. But it takes developers to build something on top of it to give users a product to use. Some are great. But many again just extend the idea of the cloud as a remote hard drive.

While the fundamentals are the same, Apple’s approach to the concept of the cloud is the opposite of their competitors. Apple’s belief is clearly that users will not and should not care how the cloud actually works. When Jobs gave a brief glimpse of their new North Carolina datacenter that is the centerpiece of iCloud, he only noted that it was full of “stuff” — “expensive stuff,” he quipped.

How on earth can Apple’s approach to the cloud be the same and also the opposite? There’s a cloud alright, and it’s being smoked big time.

Someone explain to me how Amazon or Google force the user to care how the cloud actually works? When I read books on the Kindle app, “it just works” on iPad, Blackberry, or iPod – i put one device down, pick up the other, and start reading right where i left off. When I open a document in google docs in one web browser at work, I save my document and go home and open the same document from my PC at home, and “it just works”.

OK, I think Gruber had a better insight in pointing out that for Google, the Cloud is accessed through a browser window, whereas for Apple, it’s accessed through your entire screen. But then again, have we forgotten about AWS? Or App Engine?

whatever. get ready for endless droning on by the MG Sieglers of the world about how the Truth is In the Cloud. ooooooh!

1 thought on “Apple Cloud of FUD: it just works”

  1. I still remember when our long-departed marketing geniuses thought that the way to get attention for our brand-new product was to do a giveaway through “the techblogs”, listing Techcrunch as the first and most important. The entire company looked at them and said, “who?”. Gizmodo and Engadget were way down their list, suggesting that hip young executives and naive investors visit a rather different Internet than the people they’re trying to acquire as customers.

    -j

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