Ben Evans’ take on WWDC (Apple’s World-Wide Developer Conference) is worth reading for Apple watchers or people who appreciate design-thinking. His point about how Apple approaches cloud is pretty insightful:
But none of this says ‘CLOUD™’ and none of it is done in a web browser. Web browsers are for web pages, not for apps. Hence one could suggest that Apple loves the cloud, just not the web (or, not URLs).
The point being, Apple is all about seamless integration with the cloud as an invisible background element, rather than being intimately aware of it. This sets up an interesting contrast with Google:
For Google, devices are dumb glass and the intelligence is in the cloud, but for Apple the cloud is just dumb storage and the device is the place for intelligence.
And this is reflected in the investments… Google investing in machine learning and new sources of data… Apple investing in chip design and manufacturing techniques, and the software infrastructure of iOS. They see things through different lenses.
Another interesting observation he makes is that this divergent view point might actually make it harder to build cross-platform applications… we’re not there yet but that day is coming.