Tech
iOS 14: Apple Is Building A Fundamentally Different Future For Software – Forbes
iOS 14 is not neutral.
It will privilege certain kinds of apps, de-prioritize others, and therefore impact what kinds of apps will be successful and which are more likely to fail. At least, according to the former head of Google’s iOS app.
If you’ve seen The Social Dilemma on Netflix, the iOS 14 imperative will ring a bell. Because in its new mobile operating system Apple is building a fundamentally different future for software that will result in attention-focused developers failing, and service-oriented developers winning, Nick Hobbs told me on a recent episode of the TechFirst podcast.
Hobbs is the former head of Google’s iOS app and current CEO of Broadsheet, which makes the subscription news service Brief.
“When you look at iOS 14, you can see that Apple is not neutral on the question of where technology goes in the future,” Hobbs says. “Littered throughout the OS are lots of changes that make it very clear they don’t want their products and platforms to be tools for attention merchants … I think the iOS 14 update is in both ways big and small, a really strong statement that Apple wants to be building a future of services and not one of this monetization of attention.”
Watch the full interview with Nick Hobbs:
To dive into how iOS 14 changes the paradigm of what mobile computing means, we have to look at how apps worked in previous versions.
For more than a decade, mobile app publishers have fought hard to get their apps installed. Getting installed meant they now owned a small amount of real estate on the “three-foot device,” the most personal computer ever invented that is rarely more than three feet from your body. From that privileged position, they could badger you for attention: throwing push notifications to your phone, adding little red numbers to the top corner of their app icons to let you know that you were missing something. The continual goal: get you to open the app, spend some time, engage with some content, and (maybe) watch a few ads.
iOS 14 thinks different.
For starters, home screen real estate is much harder to achieve.
“By default, all the apps get put in what they call the ‘Library,’ which is kind of a side space, and you can search for them,” Hobbs says. “You can still find them, you can go into the library and drag them onto your home screen. But as a developer, you have to earn that spot on the home screen.”
Even more important, however, is that Apple has created and prioritized widgets.
Widgets provide snippets of an app’s functionality and information without the bother of actually launching the app. They have the opportunity to vastly increase how much you use an app, or vastly decrease that time.
Listen to the interview behind this story on the TechFirst podcast:
One example is Photos, an Apple app I rarely used to use. If I needed a picture, it was usually a recent one, and generally available from the Camera app without the bother of going into the full Photos experience. Now, I’m using the Photos widget, which is showing top featured photos from more than a decade’s worth of pictures. That’s immediately useful and interesting right on the home screen, and it sometimes impels me to tap into the full Photos app and see more.
Another example is Activity, another Apple app that displays how much exercise you’ve gotten in a day. The widget shows everything I need on the home screen; I don’t need to tap into the app to see more.
Hobbs says that’s going to be true for many more apps, including ones that are currently big winners.
“People who provide real utility every single day, like those are the winners in iOS 14,” Hobbs says. “And the people who are trying to distract you and then monetize that attention by selling it to somebody else, that’s not a future that Apple wants to build.”
It doesn’t take a genius to understand just who an operating system that de-prioritizes attention merchants might be aimed at. But it’s also not like iOS 14 is just aimed at Apple’s frenemies and coopetitors like Facebook. Google, for instance, is another frenemy and coopetitor, but widgets are likely to be positive for Google. I almost never touch the standalone Google app currently, but with the Google widget on my home screen, traditional Google text search, Google Lens for visual search, and voice search are all just one tap away.
That’s powerful.
And that will prioritize subscription services, Hobbs thinks. Because subscription services don’t need to clamor for your attention every second. They don’t need to accumulate page views or time in app so they can show you more and more ads. They just need to provide value, no matter how or where they deliver it to you.
In other words, widgets are an attempt to disrupt a certain type of mobile software.
“That maps very well to subscription-oriented businesses,” Hobbs says, talking about widgets. “What it works very poorly for are things like freemium services, where like the idea is we kind of lure you in because it’s very easy to use, it’s easy to get started, and then over time you use it more and more. You like it more and more, and then eventually, because it’s this freemium service, we’ll start charging you by in-app purchases or something like that.”
Apple invented and launched the first modern mobile App Store eight years ago, and when it launched, apps were largely paid. There were some free apps — weather, news — but it was common for apps to be $0.99, or $1.99. Fast-forward a few years into the evolution of apps, and the scales tilted heavily towards free.
Two kinds of free, actually.
One kind of free was the attention merchants of surveillance capitalism, if you will. The Facebooks and Reddits and YouTubes of the world. The other kind of free was freemium, like the vast majority of highly successful games: free to install, free to play, but costly if you want to get good and you want to get good fast. As Hobbs puts it … the kinds of games that you pay for out of frustration.
The reality is that seemingly small changes to the iPhone operating system can have major impacts.
Hobbs was the product manager for Google’s iPhone app during the shift from iOS 6 to iOS 7. And that Apple software change had a major financial impact on Google.
“The most drastic impact that we ever saw was actually just a change in the user experience where they redesigned Safari,” he says. “At Google, we just basically took it on faith that more searches is better, right? Like, people searching more, that is a happy user is the person … and when they redesigned iOS 7 and introduced a new look for Safari, traffic fell off a cliff … it looked like a Great Depression graph.”
So it’s going to be interesting to see what iOS 14 does to the future of apps: which apps win, and which apps fail.
All apps still have the opportunity to compete and to convince people that they are worth their time, but Apple’s changes will benefit different types of apps unequally.
For Hobbs, moving apps off the home screen and adding widgets — plus the myriad new privacy-focused changes to iOS 14 — means fewer ad-monetized services.
“I think by putting in this layer … that says we’re not going to let you directly plug into a user’s brain … we’re not going to let you put the app icon on the home screen and badge it red and get them to come in.”
That’s good for Hobb’s new startup, which is subscription based, and he says he thinks it’s also good for him personally, as an iPhone owner. As a CEO, he’s trying hard to ensure his company succeeds. As a human being, he’s trying hard to live his life without being unduly influenced by what’s blowing up on social media, by the political outrage machines surrounding us in digital environments, and by the general negativity and stress that can come from consuming too much digital content.
“It’s hard for me on my own to fight every engineer at Facebook, right? There are lots of them, they’re very smart people, they’re very good at what they do, and a lot of them, their job is to get me to spend more time on Facebook,” Hobbs told me.
“And the only way that … you have a fighting chance in winning that battle is if more software companies try to help you live the life that you want to live. And I think Apple is one of those companies that’s trying to say: ‘we know that there is more to life than scrolling through Facebook.’”
New Apple mobile operating systems tend to get adopted very quickly. It will be interesting to see if Hobbs’ predictions are true and if, indeed, Apple’s new operating system will save us from ourselves.
Or save us from Facebook and Twitter and YouTube and TikTok.
It is worth mentioning, of course, that Apple doesn’t make money on services that monetize via advertising, like Facebook, or Twitter, or Instagram. Apple does make money on subscription services. At least, when they obey the App Store guidelines and use Apple’s payment services.
See the full transcript of my conversation with Nick Hobbs.
Tech
Venerable Video App Plex Emerges As FAST Favorite – Forbes
With cord cutters and streamers becoming more selective about where they invest their subscription dollars and the costs of premium services like Netflix
NFLX
rising, FAST (Free Ad-Supported TV) services that offer thick bundles of niche channels and vintage content are on the rise with consumers. One of the more interesting contenders is Plex, a privately-held company that started in the late aughts as an app to help video enthusiasts organize and share their home libraries. Plex expanded into the FAST space in 2018, and today announced it has surpassed a thousand channels (1112, in fact, including a just-announced NFL Channel) in its free-to-stream lineup, making it one of the largest inventories in the market.
The rising popularity of the FAST model, which also appeals to advertisers looking to combine the sizzle of a 30-second spot with the data targeting of an online platform, has drawn a lot of players into the space, each with its own spin on a service that can appear very similar to viewers. After all, how many channels of British murder mysteries, 2000s-era prestige shows and Hallmark tearjerkers can providers squeeze through a fiberoptic cable before viewers cease to care exactly where it’s coming from?
The companies that emerge on top need to deliver a unique and special experience for consumers, combined with a strong value proposition for advertisers. Each big player comes with its own advantages: Roku’s OTT experience, Tubi’s origins as an ad-tech platform, Samsung and LG’s ownership of the TV interface, Amazon
AMZN
Prime’s connection to consumers, and so on. Plex’s edge, according to the company’s executives, is its community.
“We began as a personal media management software,” said Plex CEO Keith Valory, who joined the company in 2012 at the invitation of co-founder and current chief product officer Scott Olechowski. “Eventually, we thought that the more interesting problem to solve over time is media chaos. People shouldn’t have to go to 20 different apps to get the content they want.”
Valory says Plex had grown a fanbase of hardcore videophiles who use the product to keep track of extensive media libraries. These enthusiasts pushed the company to develop rich capabilities around content management, discovery, recommendations, reviews and shareability, which turn out to be important differentiators when viewers are faced with thousands of choices.
Valory says he and Olechowski began building the framework for the AVOD (ad-supported video on demand) strategy in 2017, doing business development deals with studios and building relationships. They launched the service in 2019, just in time to benefit from the COVID streaming boom. “We launched our FAST channels and continued to accelerate the business,” he said. Over time, Plex has added live content, sports and hyperlocal channels to the service, which is available in over 180 countries worldwide, offered through the familiar Plex interface.
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According to Gavin Bridge, VP of Media Research for CPG Global and a FAST-focused analyst who tracks the number of FAST channels in the United States via his monthly FASTMaster report, there were more than 1,963 FAST channels in the U.S. alone as of March 2024. Currently, Plex accounts for 847 of them, and it’s growing every day.
Building click-appeal for viewers is one part of the FAST equation, but the other critical component is serving that audience up to advertisers in the narrowest, most targeted slices possible. Every FAST platform has its own proprietary algorithms for targeting and programmatic placement of the right spots to the right viewers, based on what it knows about its audience’s behavior and proclivities. Sponsors need to weigh that when deciding how to allocate their media dollars.
Valory says Plex’s edge comes from its data. “We’re very open about and transparent about sharing data with both our content partners and our advertising partners within privacy limits,” he said. “But we also have a different, more affluent set of users because they’re coming in to manage a number of their subscriptions and whatnot. We can identify them in aggregate [preserving privacy] and essentially create high-end profiles of what users are watching across every device, every country and every service.”
Because of its unique heritage, Plex has data that no one else has, relating to user behavior behind the firewall in consuming their owned video content. Valory says that many users opt in to sharing this data to improve recommendations and relevance. “We have an opportunity to help advertisers target those users on other platforms like TikTok or Facebook,” Valory said.
The company has also invested in its ad delivery capabilities. “We’re making sure we’ve optimized our ability to stay in the programmatic market, to the point that our programmatic auctions are vastly outperforming our direct sales,” said Todd Hay, VP of Revenue and Engagement for Plex. “The next step was to enrich what that inventory looks like. Advertisers like having that visibility for brand safety.”
Hay says the company uses its detailed data about viewer behavior to help micro-target in-stream trailers, native advertising, sponsored hubs, and opportunities to insert content into a viewer’s watch list with a one-click popup. He says this helps brands target consumers by their affinities: for example, correlating cruise ads to food programming because of the high correlation between those viewers and that product.
The frequency, duration and interruptive nature of these spots – even if they are highly targeted and relevant – has irritated some users, including many in the hardcore Plex fan community, who look askance at the company’s shift in focus away from their beloved media app and toward the streaming market. Many have asked for a premium ad-free paid tier, but that is precluded by FAST content distribution and licensing agreements, according to the company.
Valory acknowledges the concerns of the community. “We love our superfans and their needs are very important,” he said. “I think many of them understand that, realistically, for us to grow and thrive, we can’t just be a personal media server running at home. But at the same time, the largest development team in the company still services the personal media product even though it is not the largest revenue business, and we’re only able to do that because of all the other things we’re doing.
“People will say oh, that’s just the CEO giving a political answer, but I assure you, we talk about this all the time internally, and some of the biggest superfans and loudest users of the product are the people who work here.”
Valory said that Plex, which currently does not disclose financial information, generates roughly 20 percent of its revenues from member subscriptions, which unlock premium capabilities of its media platform, compared to 80 percent from the ad business.
Moving forward, Valory says the company sees opportunities in bundling paid subscription models, using Plex’s detailed knowledge of user tastes and behavior. “Some services are paying insane amounts on user acquisition,” said Valery. “I think our better opportunity is to help other subscriptions bundle and create discounts for end users. We don’t need to take a dime of that; we will make our money on advertising and helping people get the content they want.”
The shakeout of premium SVOD services is just getting underway, and the FAST/AVOD market, with its range of players and distinct value propositions, makes it a difficult environment for advertisers, investors and consumers to place their bets. But whatever the future of streaming holds, Plex is betting that the best strategy is to build out from the center
.
Tech
New Realme Narzo 70 series phone coming soon, teasers promise faster charging, lag-free performance – gizmochina
Realme recently launched the Narzo 70 Pro 5G smartphone in India, featuring an appealing design and the Dimensity 7050 chip. The brand has teased the release of a new Narzo phone through its X handle, suggesting it could be another addition to the Narzo 70 series.
New Narzo 70 series phone teased
The above teaser reveals that the upcoming Narzo phone will provide a lag-free experience. The other teaser suggests that the device will arrive with fast charging support. It states that a few minutes of charging will allow it to run for a couple of hours.
The Narzo 70 Pro packs a 5,000mAh battery with 67W fast charging. It is unclear whether the upcoming phone will offer faster charging capabilities than the Narzo 70 Pro. It is advisable to wait for further teasers to confirm the phone’s moniker.
To recall, the Realme Narzo 70 Pro 5G features a 6.7-inch FHD+ 120Hz AMOLED display with a peak brightness of 2000nits. Powered by the Dimensity 7050 chip, it comes with LPDDR4x RAM and UFS 3.1 storage for smooth performance. It packs a 5000mAh battery and 67W fast charging support.
On the front, the device features a 16-megapixel selfie camera. Its back panel has a 50-megapixel Sony IMX890 primary camera with OIS support, an 8-megapixel ultra-wide lens, and a 2-megapixel macro camera. The phone runs on Realme UI 5-based Android 14.
The Narzo 70 Pro offers other features, such as an IP54-rated chassis, an in-display fingerprint scanner, rainwater smart touch technology, dual speakers, a 3D VC cooling system, and 8GB virtual RAM.
In terms of pricing, the 8GB+128GB variant of the Narzo 70 Pro retails at Rs 17,999 (~$215). On the other hand, the 8GB+256GB variant costs Rs 21,999 (~$265). It comes in Glass Green and Glass Gold shades.
RELATED:
Tech
iPhone 15 Pro Desperado Mafia model launched at over ₹6.5 lakh- All details about this luxury iPhone from Caviar – HT Tech
Would you like to buy an exclusive iPhone 15 Pro which costs more than Rs.6.5 lakhs? Well, a Dubai-based luxury brand named Caviar launched the high-end version of the iPhone 15 Pro which is inspired by popular mafia movies. The new iPhone 15 Pro model comes under “Desperado Mafia” which has three unique designs which may grab your attention but the price point may shock many buyers. Know more about this exclusive iPhone 15 Pro collection.
iPhone 15 Pro Desperado Mafia collection
The Desperado Mafia comes with three custom iPhone 15 Pro designs which include Godfather, Revenge, and Capone. All the variants are based on mafia movies and feature black titanium, gold accents, quotes and symbols to make it look attractive.
Also read: iPhone 15 vs Samsung Galaxy S24
Not sure which
mobile to buy?
The Godfather model of iPhone 15 Pro features a quote from the film which says, “It’s not personal, it’s just business.” Caviar said it is “Designed for lovers of gangster movies and masculinity, “Godfather” emphasises your manliness and taste.”
The Revenge variant is inspired by the famous Netflix series “Peaky Blinders.” This model features a skull cleaved by a blade which represents struggle and strength. Lastly, the Capone model is inspired by “The Untouchables” and features a quote saying “Never stop fighting until the fight is done.” This quote highlights the “symbol of courage, urging you to overcome challenges and never give up.”
Also read: Apple to make the iPhone 16 Pro models ‘colourful’ using tech from iPhone 15
iPhone 15 Pro Desperado Mafia collection price
The 128GB iPhone 15 Pro under the Desperado Mafia collection starts at $8060 for the “Capone” model. Whereas, the iPhone 15 Pro Max Revenege will be priced at $10270 for the 1TB storage variant.
Additionally, caviar is also offering exclusive packaging for the Desperado Mafia collection of iPhone 15 Pro. On the outside of the box, you’ll see the company logo and name in gold. Once you open the box, you’ll see “Caviar Royal Gift” written inside with the new iPhone 15 Pro.
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