The IPhone is so unlike any other phone out there, unlike android systems which can be used on a variety of hardware’s, iPhone has its own hardware for its own software as the same with its iPads and MacBook’s (Moore 2014). Apple products are engineered to work together and often work better. The iPhone and its IOS operating system is a closed and locked environment, all updates are controlled by apple only apps and music/videos can be purchased from their own iTunes and app stores (Moore 2014). This had been Apple’s ideology from the start, a media platform of equality, hardware that is identical and that its customers have all have the same experience in use (Wu 2010). They are excluding themselves from other media platforms and operating systems as all the media such as apps are only accessible on IOS operating systems and only apple products can be synced with iTunes and its privileges (Wu 2010). Though completely different from the rest of the market, Apple’s closed IOS system has been popular for customers for its simple design and layout (hardware and software), its unified experience and has proved to be quick profitable with Apple selling 150.2 million iPhones in 2013 and in having a 43.4% share in the US smartphone market (Smith 2014). Although its easy and simple technology has won over some, it’s been seen as too controlled for others, its aesthetics are too restricted more and more audiences want to do what able they want on their device like customising it to their liking, having a larger support network and being more compatible with other devices (Jenkins 2014). Will we see Apple freeing some restrictions in the future? Or further restricting their audience in order to have more power in the market?.
Jenkins, H 2004, ‘The cultural logic of media convergence’, International Journal of Cultural Studies, vol. 7 (1),p 33-43
Moore, C 2014, ‘Platforms, permissions and ideologies’ Lecture slides, BCM112, University of Wollongong, viewed 31 March 2014
Smith, C 27 January 2014, (January 2014) By the Numbers: 102 Amazing Apple Statistics & Facts, Digital Marketing Ramblings, viewed 1 April 2014, http://expandedramblings.com/index.php/by-the-numbers-amazing-apple-stats/#.Uz1Wn_mSySo
Wu,T 20 November 2010, How Apple’s Closed Ways Could Land It Into Antitrust Trouble, TechCrunch.com, viewed 31 March 2014, http://techcrunch.com/2010/11/20/apple-antitrust/