Apple’s Platform Strategy: Consumer Champion
I’m trying to read the tea leaves on Apple and it seems they have devised a unique.. brilliant platform strategy around securing consumer data. I think of it as the anti-Google strategy. As we see so much commonality between the functionality of IOS and Android.. along with the associated legal wrestling, what could Apple do that would be something Google never could?
Per my previous blog Apple and Physical Commerce, Apple has an unmatched level of trust with the consumer, and ability to change consumer behavior. I also outlined how Apple is completely reworking the role of authentication in the platform (see this great article from Networked World), this work, combined with Apple’s efforts to limit ad tracking are frustrating advertisers (see Tech times ). But there is hidden genius in all of these mechanizations. Apple seems to be making a bet that there will be a tsunami of coming issues with privacy and anonymity. In this they are turning themselves into the ultimate consumer protector… both online and in the physical world. They are the gatekeeper… the only entity that can know what a consumer is doing.
How can they monetize this role? In hardware sales… Don’t look at them as an ad business.. (although they could build it later).. but right now protecting your consumer from data leakage and loss is a VERY big competitive differentiator, a feature that is particularly well aligned to Apple’s demographic. It is also a very hard one for Google/Android to match.