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The Apple that bites back

The Apple that Bites Back

Apple users are in for a nasty surprise when the new operating system goes live later this year. ISO 6, the next version of the operating system for the mobile devices in the Apple stable will be missing the now familiar You-tube app. Post introduction of ISO 6, (its currently available for developers and will be released this autumn (October)) if you want a quick and convenient way of accessing your you Tube content on your phone as opposed to going via the browsers, you will have to make an extra visit to the App Store and download the new You-tube app.

So is this yet another less than amicable parting of unhappy bedfellows? Earlier this year we saw LinkedIn and twitters sign their decree absolute. As usual the matter in the gutter puts the blame on both sides – and, irrespective of which side you choose to take it seems clear that both Apple and Google are less than sorry over the split. Weighing up the evidence, a judge would be likely to include the Apple had been exhibiting unusually cruel behaviour towards Google for some time. Earlier this year, Apple announced that it would purge Google maps from the next operating system. If truth be told, Apple has actually been a pretty poor custodian of the Google flagship application. The iPhone/iPad app has lacked the finesse one would usually associate with Google and this is most likely due to the fact that Apple, not Google have been responsible for the You-Tube apps maintenance and updates for the past 5 years – a requirement of their agreement. This lack of control prevented Google using it app for advertising, so now that Google has control. They are free to monetise the new you tube. Whether or not the benefits of the anticipated improved features outweigh the intrusion of the adverts for users, will remain to be seen. It’s likely that the verdict on the split will be irreconcilable differences; with both Apple and Google being secretly pleased that they have greater freedom outside of an unhappy union then within it.

From the customer’s point of view is this likely to be a deal breaker for loyal Apple users? Unlikely! Apple fans appear to have an amazing capacity to put up with less than market standards and still profess undying love for their pet gadget. Remember when you couldn’t forward text messages or cut and paste?! Not to mention the fiasco with the antenna on iPhone 4. Clearly the rest of us have a lot to learn from Apple about creating unshakeable brand loyalty.

For the Apple-philes here are the other exciting changes in iOS 6

Major overhaul/upgrade for Siri:

Much more language capability – not quite I Robot but getting there; You can now get sports game updates, make restaurant reservations, watch movie trailers, launch apps and tweet by voice. And for all those jealous feeling left out iPad users’ iOS 6 finally makes Siri available for the iPad.

Integration with Facebook

Facebook gets the Twitter treatment and will integrate with iOS 6 in a similar way to Twitter which got integrated in iOS 5.

New Phone App Features:

You can now set reminders to call people back, send messages instead of calling, apply a DO NOT DISTURB feature that does not alert you with notifications.

iCloud Tabs:

iCloud Tabs will integrate Safari across all iCloud-connected devices, allowing users to go from device to device with the same internet browsing tabs remaining open on each.

Mail VIPs:

Want a way of screening out everyone except the people you want to connect with ? iOS 6 Mail VIPs will enable to users to mark certain contacts as important, and in turn, all their messages will be starred.

FaceTime over 3G:

Now you don’t have to wait until your love one is on a wifi to see their pretty face. I0s 6 has FaceTime over your phone network.

Photo Stream:

Easy photo share with your friends and family.

Maps:

As mentioned Google Maps is out and in comes Maps made completely in-house. There are also un confirmed rumours of 3-D maps, with geographical features interlaid on traditional maps.

Guided Access:

Guided Access allows you to lock an app when it’s in use so that other controls won’t be accessible.

Passbook:

Get all your passes in one place, including boarding passes, tickets, and coupons.

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Socialable_ola

Ola is is a recent addition to the Socialable team. Joining as a full partner, Ola is responsible for Business Operations, PR and marketing. With over 15 years senior management experience in a large corporate setting; leading multidisciplinary teams; running multi-million pound projects, marketing and strategic planning; Ola brings a multitude of skills to Socialable. As well as being an expert in business planning, training and development, Ola is also a certified coach, NLP practitioner; an accomplished author, speaker and presenter. Ola was the host of the successful radio show Tycoon Women Moments.subscribe to Socialable newsletter here You can connect with Ola on Twitter and LinkedIN here

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