Apple may be too late to make a big social impact

If reports of new video app are true, could it succeed in busy social networking world?

Amid reports that Apple is working on a social app, if not an outright foray into a social network, analysts wonder whether the company is already too far out of the social loop to make a difference.

"Apple would have to come up with a very solid social app in order to compete with what's available today," said Dan Olds, an analyst with OrionX. "Even with Apple's very large installed base of users, I think it would be very difficult for Apple to compete head-on with Facebook, Twitter or Google. I'm not sure people want to add yet another social network to manage and maintain. The market seems fairly well satisfied right now."

At this point in the progression of social media - with users ensconced in Facebook, Snapchat, Instagram, Twitter and Pinterest - what would it take for Apple to make a real difference, or even a dent, in the market?

"Apple would have to come up with something extraordinary in order to grab enough users to make it worth their while," said Olds.

The idea of Apple trying another dive into the social media pool followed a Bloomberg report that Apple is working on a new video editing and sharing app for the iOS platform.

The app, according to Bloomberg, would aid users in easily and quickly sharing video on sites like Snapchat, Facebook and Instagram. At this point in its development, the app could be a stand-alone or incorporated in the iPhone's camera app.

Apple has also touted big upgrades to messaging app to better compete against Facebook's own app, Messenger.

Despite Apple's failed music-based iTunes Ping social network, analysts said it might make sense for Apple to try again. The company, after all, is missing out on the social media craze that has people around the world addicted to checking friends' posts in the middle of the night and even updating their own status from the once sacred privacy of the bathroom.

"Apple is behind in social media," said Jeff Kagan, an independent industry analyst. "This does not mean they will ever be a significant player in social media, but I'm sure that's a target they would like to achieve... If they can marry a successful social media app with their technology, it will help them grow further and faster."

Judith Hurwitz, an analyst with Hurwitz & Associates, said it might be easier for the company to buy its way into the social networking world. "It would be interesting to see if Apple will buy a company like Twitter," she told Computerworld in an email. "Starting from scratch may be difficult."

However, Hurwitz also noted it might make sense for Apple to focus on a social network based on photos since that would tie into the use of the iPhone's camera.

Rather than building its own social site and focus, Apple could focus on working better with others that already exist.

"I think Apple has decided that they need to have a social media presence, but I'm not sure that they'll develop their own vehicle with their devices," said Olds. "I think it's more likely that they'll imbue their devices with Apple-only features that make the existing social networks easier to use, or provide a richer user experience."

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Top tips to uncovering consumer insights for business innovation

An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.

Matt Whale

Managing director, How To Impact

Is your customer experience program suffering bright shiny object syndrome?

You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

Leveraging technology to stand out in the sea of sameness

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

Eric Berridge

CEO and co-founder of Bluewolf, an IBM Company

Lead Management is very important part of the process. For anyone running Facebook Lead Ads I would recommend using this service.Get your...

Dirk Lo

How this fintech startup is improving content marketing and lead generation

Read more

I am agreeing with Mr. Tyron Hayes that a measured test-and-learn approach could be missing opportunities to not only better engage custo...

rush essay reviews

CMO interview: How Curtin University’s marketing chief is using test and learn to cope with complexity

Read more

Excellent!

Dr Sadasivan,US

Shakespeare shows data and creativity aren’t Montagues and Capulets

Read more

Great article! Agreed with all... Matthew Lerner, Deeps De Silva... When a company has a great product that solves customers needs, a gre...

James Tyler

Why marketers are embracing growth hacking techniques

Read more

Very good article, Social media analytics helps in problem identification. They can serve as an early warning system for negative custome...

BizVinu

Four ways to use social media to boost customer loyalty

Read more

Latest Podcast

More podcasts

Sign in