I’ve been thinking for a while now about Amazon’s strategy as it relates to embracing Android, and specifically how the moves they’ve made seem to be directly targeted at highlighting things that the Android platform makes possible and the iOS platform prevents. I’m not saying it’s their whole motivation (to prove those points) – or whether it’s even a direct intention at all – but in any event I see it as a positive result, and I felt like spelling out why.
This isn’t specifically about bashing Apple; it’s more intended as a reflection on how I think the moves that Amazon is making are going to start getting the “average user” asking the kind of questions that lead to uncovering the important differences between these platforms that I’ve been talking about for a while. The differences have always been there, but Amazon is a big enough brand that they might just get enough traction to get people thinking about these issues, even if indirectly.
[ This post is mostly for my non-tech friends, as those I have frequent tech discussions with have probably heard this a million times before from me ]
The Subtle Point Behind Cloud Music
I don’t think anyone doubts that Apple has been planning for a while to release a cloud music service for their iTunes product which will be similar to what Amazon has now released with Cloud Player (and specifically the Android integration with that service). It’s only a matter of “when”, not “if” Apple will catch up on that front, at least in terms of providing the same features on their platform.
What I think is more interesting about this is the questions that will hopefully be raised in the meantime (and even after) regarding why Amazon was able to do this on Android, but iOS users can’t have it until Apple decides to do it themselves. I hear a lot of people talking about how cool the Cloud Player experience is on Android, and it’s popular enough that I imagine at least some iPhone users must be saying “I wonder why I can’t use that on my phone?“. Hopefully this will lead them to discover that Apple has policies in place that prevent competition (or “duplicating functionality” as they put it, even if they don’t have that functionality quite yet – just like what happened with podcasting in the early days of iOS).
Perhaps they will then realize the difference that the Android platform offers in this respect: if someone has a good product (Amazon Cloud Player) they are free to build and release it, responding to user demand, and they don’t have to ask Google’s permission like they would from Apple on iOS.
App Stores and Open Market Competition
[The previous point was a minor issue relative to this one]
In releasing a good, alternative app store on Android, Amazon has provided the perfect illustration of the most important (IMHO) difference between these two major platforms: the Android platform supports freedom of choice (for users and developers), whereas the iOS platform has a single gatekeeper that has a proven track record of denying access to applications they deem “bad” (with arbitrary and ever-fluctuating standards, often in spite of users’ wishes).
If Google ever were to go “evil”, or to start following in Apple’s footsteps in making decisions to ban applications from their default Android Market, it actually isn’t as big of a deal on the Android platform, since users can always obtain (and devs can always distribute) apps through other channels, be it the Amazon app store, some other market, or even direct from the company or individual developer.
If Google (hypothetically) told Amazon that from now on their Kindle app had to offer in-app purchases and Google gets a 30% cut, AND they could not account for that loss of profit margin by making their in-app price any higher than the external price for the same item (sound familiar?), Amazon wouldn’t be stuck with the choice of having to accept those terms or not be on the platform at all. The worst that could happen would be that Google could kick them out of their Market, but Amazon could continue to distribute the Kindle app to users via their own store or directly without any store at all.
While I’m still not sure that this latter point (even though it’s more important) is going to be apparent to the average user, the fact that it’s Amazon at least gives me hope that some iOS users might hear about it and think “hey, I love Amazon, I wonder if I they will do an Amazon App Store for the iPhone?“, and then eventually find out why that will not and cannot happen, and that it just might possibly influence their purchasing decisions going forward.