Google may have poured billions into buying smart thermostat maker Nest Labs, but according to a new piece of consumer research, Apple’s the company most people think of when it comes to Internet of Things devices.
Conducted by ThroughTek, a leading Machine-to-Machine (M2M) solutions provider, almost half of consumers (48 percent) aware of IoT devices on the market are said to be familiar with Apple’s devices in the category, while just 22 percent know Samsung’s, 15 percent know Amazon’s, and 13 percent know Google’s.
Despite, you know, the fact that Apple’s not really an Internet of Things company at all!
Apparently the device that people are most familiar with is the Apple Watch, even though I’d argue that this is a way of interfacing with IoT devices, much like the iPhone, rather than an Internet of Things gadget in and of itself.
Nonetheless, it’s got way more awareness than true IoT devices like the Amazon Echo or assorted Nest products, and that’s apparently enough to get people to consider Apple a market leader.
In essence, this research reminds me of a similar survey which suggested that more than half of iPhone-owning car buyers would buy an Apple Car, despite Apple having no experience (or even stated intentions to work) in the category. We guess the Apple brand halo effect is working better than ever!
Yesterday it was reported that Apple’s Internet of Things platform HomeKit is rolling out slower than expected due to Apple’s insistence on a custom ID chip.
Source: TUTK
Luke Dormehl is a U.K.-based journalist and author, with a background working in documentary film for Channel 4 and the BBC. He is the author of The Apple Revolution and The Formula: How Algorithms Solve All Our Problems … and Create More, both published by Penguin/Random House. His tech writing has also appeared in Wired, Fast Company, Techmeme and other publications.
8 responses to “Apple’s the No. 1 IoT company, despite not making any devices”
That’s what happens when, consistently for a decade, you work towards building an ecosystem of devices that work well together.
But that was Job’s vision; I don’t know how, and even if, Apple will translate that into the next decade. If a few post-Job years are any indication, I’d wager Apple’s IoT strategy will be decent enough, but not stellar compared to competitors.
The IoT era itself might actually see one or two new Google-sized champions appear from nothing.
I don’t remember where or when I read it but I believe it was a few years ago, that some one at Apple said that they were a hardware manufacture, not a software company, such as Microsoft is, but the tides are turning and the hardware/software companies are ever evolving, were as Apple is doing more of both were as Microsoft just failed at it on the hardware front for now on the mobile side of things and maybe on Windows 10. Apple will eventually add some of the tech that Microsoft put into Windows 10 that it doesn’t have now, but as we go forward the Apple iCar or what ever they will call it will be to expensive for the average consumer and will only attract the rich and will be a flop, but the technologies with filter down and be licensed by other automobile manufactures to be included in their makes and models, making the future vehicle a big WiFi router, if they haven’t invented something better in the next five years.
Wall Street says Google is the current leader of IoT and will dominate for years to come. I’d think Wall Street’s opinion matters most because that’s where the money is. Investors are betting on Google, not Apple. Unfortunately, Apple is not seen as the dominating force in anything, especially the IoT. With all that spare cash Apple has, it isn’t using it to become a clear-cut leader in any category. I mean, in the context of convincing investors to get behind it. As a hardware company, Apple could be designing all sorts of controller devices to sell to consumers. Even Amazon beats Apple at this. That’s why Apple shareholders remain habitually screwed every quarter. Tim Cook seemingly can’t convince Wall Street Apple has any staying power.
I agree with you, even though I think Wall Street is totally wrong. The funny thing is Apple is looked as a one trick pony. iPhones are something like 60% of their income. Yet no one ever mentions that Google basically only makes money on one thing also…Ads. Adblockers in iOS9? Google stock still going UP! Apple defined law of larger numbers yet again? Apple stock staying flat. It’s insanity!
Apple insists on high power encryption for HomeKit devices. This is because Apple looks out for the consumer and their experience first. This may slow the development of HomeKit devices. But we will be safer from hackers and identity thieves. And our privacy is going to be more important than sales of our personal information to marketers. That is the Apple way.
I agree. Imagine playing cat and mouse with hackers over your smart home system.
Which includes your home security by the way. Does anyone really want that to be open to hackers?
More great news for Apple on the heels of Samsung announcing a 38% drop in profits Y/Y. Maybe by this time next year, Samsung will be down to zero profits, yes nada.
And Google’s cost cutting efforts will be laying off thousands. That will make the stock go up for sure- right Wall Street?
Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory, Airbnb, the world’s largest accommodation provider, owns no real estate, and Uber, the world’s largest taxi company, owns no vehicles.
It just makes sense… If you want to be on the top, create the platform for the players instead of vying to be a contender yourself.