Imagine clicking iTunes’ “Buy” button to purchase the latest record from Drake or Pharrell Williams, only to get a popup from Apple suggesting you’re behind the times.
That’s what might happen as Apple uses its massive consumer base to push streaming music on the masses, even going so far as prompting iTunes users to switch from buying songs to subscribing to a cloud service.
That sort of mid-purchase upsell is just one possible element of Cupertino’s strategy to shake up the music industry again, and the Apple streaming music plan just might be crazy enough to work.
After a brush with cancer prompted me to take my health more seriously, I began using run trackers to start my journey from dad bod to six pack.
At first, running was the only exercise I did. It helped me lose my love handles, but I ended up looking too skinny. I decided it was time to put on some muscle. While Apple Watch and other wearables are great for running, they’re not much help when it comes to bulking up. As I soon discovered, some of the best fitness gadgets don’t fit on your wrist.
This was greeted with speculation that Ive is actually stepping back. He’s taking it easy, many theorized, easing into semi-retirement. He’s already halfway out the door, and will soon move back to the United Kingdom, seems to be the consensus among pundits.
I think this is Kremlinology in the extreme. And a little perverse. Apple is often obtuse, and sometimes disingenuous or even dishonest, but I think this news should be taken at face value.
Apple has characterized the move as a promotion, and it is. Ive has been moved up into a rare position that gives him a ton of freedom. He now has the breathing room to be what he really wants to be: a pure designer.
In fact, the promotion allows him to take on an even stronger and more Steve Jobs-like role. We will see more design work from him, not less.