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 newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

The competitive advantage Australian retailers have over Amazon

With all of the hype around Amazon, many online retailers have been trying to understand how they can compete with the American retail giant.

Joel Milligan

Performance manager, Columbus Agency

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

And to add after looking at event pictures plus, observing all AU's visible Blonde Bimbos (think Julie Bishop to this Georgie Gardnerare)...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

CMO 50 2017 announcement mentioning "innovation". I checked date and its November not April so its wasn't an April Fools' Joke. Australia...

absolutelyconcerned

In pictures: CMO 50 2017: The who's who of Australian marketing leadership

Read more

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

Latest Podcast

More podcasts

Sign in