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Analyst: ‘Apple iPhone is little more than another handset to operators’
Wednesday, March 14, 2007 - 09:17 AM EDT

"Don't bet on Apple loosening the shackles off its much-lauded iPhone operating system (OS)--even if it means this could broaden the device's appeal to developers and mobile device users," Farihan Bahrin reports for ZDNet Asia under a typically goofy headline, "iPhone OS shackles to stay."

MacDailyNews Take: Obviously, some people still can't figure out that inviting every cook in the world on down to the worst fast food fry cook is a prescription for spoiled broth, i.e. Windows. Measured control is good. We prefer to have someone in charge; someone who's obsessive about quality and attention-to-detail, thanks. That's a major reason why the Mac is superior to Windows and the iPhone with OS X will be superior to all of the other antiquated mobile phones on the market. Get it?

Bahrin continues, "'Apple has a history of seeking to control its development environment, thus limiting access to the iPhone OS would enable it to maintain this approach,' Gavin Byrne, research analyst at Informa Telecoms & Media, told ZDNet Asia in an e-mail interview. Tony Cripps, Ovum's service manager for Mobile User Experience, noted in his research study that compared to competing platforms--such as Microsoft's Windows Mobile--the iPhone's native programming environment 'appears to be closed to post-loaded applications and possibly even to third-party pre-loaded applications.'"

MacDailyNews Take: His "research?" Oh, la, la! Puleeze. Apple isn't talking — trust us — and they certainly aren't participating in any "research" beyond answering "no comment" regarding iPhone's OS, licensing, and applications.

Bahrin continues, "Cripps added that this closed-door policy makes the iPhone a poor service platform for mobile network operators. 'This is way out of step with growing mobile operator demands for consistent, common and widely deployed handset platforms on which to launch new services,' said Cripps, adding that the iPhone, while clearly a special device from the consumer point of view, is little more than another handset to operators."

MacDailyNews Take: Ovum purports to be "Advisers on the commercial impact of technology and market changes in telecoms, software and IT services." Hey, they never promised good advice, did they? Can Cripps really be so blind or is something else at play here?

Bahrin continues, "Although Apple has been hiring more staff to work on the product, the company's decision to keep the iPhone's platform close to external parties has won it little fans among application developers and mobile network operators. Informa's Byrne, however, noted that the Cupertino-based company seemed prepared to make exceptions when it suited them. 'It would seem likely that Apple [would have to work] with a number of key technology companies such as Google,' argued Byrne. He added that for certain applications--such as the iPhone's Google Map function, for example--Apple would have had to collaborate closely with the search giant to optimize the application for the iPhone's platform."

"'Even if [the iPhone] is opened up to third parties, it is difficult to see how the installed base of iPhones can reach the level where it becomes a truly attractive service platform for operator and developer investment,' Cripps countered," Bahrin reports. "Apple's apparent ditching of conventional application paradigms for mobile phones seems ill-advised if the company really wanted the iPhone to be perceived as a smartphone and to take on mobile juggernauts such as Nokia, Microsoft and Motorola."

MacDailyNews Take: March 14, 2007, 9:12am EDT: iCal'ed Tony Cripps for future reference. They lack of understanding boggles the mind: All Apple does is repeatedly and routinely ditch conventional paradigms, Mr. Cripps (aka Mr. Due for a Rude Awakening).

Bahrin continues, "Some industry observers have suggested that in order for Apple to achieve significant market penetration in the next year, the company should consider licensing the iPhone's OS to external handset makers. Cripps, however, doubts that manufacturers will buy into this idea, arguing that the lack of flexibility and extensibility in the iPhone's software platform would potentially limit its use across a broader spectrum of applications and devices."

MacDailyNews Take: Tony Cripps. Proving not only that it's possible to talk out of a orifice other than the mouth, but elevating it to an art-form.

Bahrin continues, "Instead of buying Apple's technology, Cripps predicted, manufacturers will try to emulate the iPhone's software interface for one-off products using custom platforms based on Linux or Windows CE. 'It is far from impossible,' Cripps said."

Full article here.

MacDailyNews Take: Either Cripps doesn't get it (which is hard to believe considering his line of work) or he doesn't want to get it. Discuss.*

*Attribution: Coffee Talk with Linda Richman

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Mar 14, 07 - 09:23 am Comment from: Thorin

A pincushion is neither a pin nor a cushion. Discuss LOL

Mar 14, 07 - 09:28 am Comment from: Begging the obvious

"[T]he lack of flexibility and extensibility in the iPhone's software platform would potentially limit its use across a broader spectrum of applications and devices."

Like computers or set top boxes? It's a version of OS X for pity's sake. It has huge potential for interaction.

Mar 14, 07 - 09:30 am Comment from: Jason

"Measured control is good."

I want that on a T-Shirt!

Mar 14, 07 - 09:31 am Comment from: Buster

"Apple's apparent ditching of conventional application paradigms for mobile phones seems ill-advised...

Why they do it is to produce a NEW paradigm....not to make a me-too product.

Farihan Bahr wants to be known as a technological dickhead...Cancel or Allow?

Mar 14, 07 - 09:33 am Comment from: John

The guy either has another agenda or is totally in the dark which is NOT uncommon these days. Personally, I think it is the former of the two. Apple has a few companies running scared these days, and for good reason. Those very same companies have been asleep at the wheel too long. Now they know they can't catch up and be competitive in a short time frame to save their own skins.

Most of the aruments Bahrin made to support his conclusions ACTUALLY supported Apple's way of doing things, just the opposite of Bahrin.

Mar 14, 07 - 09:34 am Comment from: wandering joe

It is! It's a cushion for pins

Mar 14, 07 - 09:35 am Comment from: Mike

iPhone BITCH!

Mar 14, 07 - 09:35 am Comment from: wandering joe

Why do you want a t-shirt with "that" on it? Wouldn't it be better to have "Measured control is good." on it?

Mar 14, 07 - 09:35 am Comment from: Peter

Buster,

Get your dickheads straight: it's Tony Cripps, not Farihan Bahrin, who's either obtuse or being paid by Apple's soon-to-be-demolished "competition" to spread iPhone FUD.

Mar 14, 07 - 09:37 am Comment from: newton

This Wharton Professor, PETER FADER is just as CLUELESS!!!

http://www.informit.com/articles/article.asp?p=695467&rl=1

Mar 14, 07 - 09:40 am Comment from: BuriedCaesar

Given what passes for a "smartphone" from other companies these days I'm completely content that the analysts and industry wonks are saying the iPhone won't likely be perceived as such.

Case in point - a recent article from Mike Elgan entitled "Why 'Smart Phone' is a dumb label"

http://computerworld.com/action/article.do?command=viewArticleBasic&articleId=9012135

Mar 14, 07 - 09:42 am Comment from: ByeTakeCare

"Technological dickhead".....LOL.

Yup, that description is right on. Notice the use of flowery words in his statements. Read it again and it all means nothing, especially when you have a handset that will do more than the current crop. These people are so stuuuuuuupid.

Mar 14, 07 - 09:47 am Comment from: Thorin

"It is! It's a cushion for pins"

No, it's receptacle for pins grin

Mar 14, 07 - 09:48 am Comment from: Buster

@Peter

Whoops....my bad. Thanks for the heads up.

Mar 14, 07 - 09:52 am Comment from: M.X.N.T.4.1

All these analysts seem to be under the impression that if you sell a lot of something it must be automatically good. "people buy lots of mobile phones, therefore the software that they come with must be great, therefore the current model is the only one that will work." Forget the fact that people aren't universally praising windows mobile and that people don't like their mobile phones other than for the convenience of being able to make phone calls whilst mobile. The iPhone may not ultimately succeed but it's trying something different, to improve a market whose only idea of innovation is to make everything smaller and more fiddly to use.

Mar 14, 07 - 09:54 am Comment from: Freddie

Ovum list Microsoft as a client.

Just sayin'

Mar 14, 07 - 10:05 am Comment from: loki capret

What's more extensible than the UNIX foundation of OS X?

Mar 14, 07 - 10:06 am Comment from: JDG

It is just another handset... but one that works better than all the others... and has more features... and is worth it!

MW: increase
As in, Apple will increase their target beyond 10 million rather quickly.

Mar 14, 07 - 10:07 am Comment from: Shieldzee

To me, one of the biggest features about the iPhone that I have not seen mentioned is that you will be able to buy it and GET SUPPORT for it at Apple Stores. How many times have we all walked into the Verizon Store, Cingular Store, Nextel Store, Any Other Mobile Carrier Store, asked for help with a handset and gotten the confused stare of a mongoloid with a name tag? Oh and a little drool and twinkie cream on it after they hold it. Imagine getting the kind of help that the Genuis Bars consistently provide for our Macs and iPods for our phones. That fact alone has me drooling for the iPhone. Apple's new paradigm makes this possible.

Mar 14, 07 - 10:08 am Comment from: critic

"adding that the iPhone, while clearly a special device from the consumer point of view, is little more than another handset to operators."

This just shows how much he fits the Windows "good enough" midset. Those pesky "consumers" have the nerve to think it is special, but what do they know? You would think that the long-term implications of this way of thinking would be pretty obvious right now to anyone in business given the very visible examples provided by the American auto industry.

Somone really needs to hit some executives in the head and remind them THE CONSUMERS ARE THE ONES SPENDING THE MONEY. As a business, your main goal should be TO GIVE THE CONSUMERS WHAT THEY WANT!!!!!!

The reaction from the iPhone naysayers is pretty typical of those who have never understood the appeal of premium products. They just think that it is all a gimmick and marketing. It never occurs to them that maybe there actually is a better way to do or make something, and that even seemingly small improvements can lead to very large differences in the user experience for the customers.

Mar 14, 07 - 10:09 am Comment from: Shieldzee

Oh, and I forgot to mention that after reading the linked article I am all verklempt.

Mar 14, 07 - 10:25 am Comment from: Bill MacCloskey

I agree with loki capret. What is more open than UNIX??? AT&T;/Bell Labs (a telephone company) help develop UNIX. Isn't it ironic that UNIX is the basis for the iPhone? UNIX is as open architecture as can be found in the world today. I'll drop it here. Ugh.

Mar 14, 07 - 10:26 am Comment from: TowerTone

Must be a cottage industry blooming with this type if reporting. Doesn't appear they left the house....

On a lighter note, Peter called someone a dick.... LOL

Mar 14, 07 - 10:27 am Comment from: Macaday

@newton: interesting that you raised Peter Fader.

I iCal'd Peter Fader in January over his Wharton podcast which was also an extremely crass attempt to put down Apple and iPhone...


This is the link to the podcast in question:

http://phobos.apple.com/WebObjects/MZStore.woa/wa/viewPodcast?id=120724941&s=143444&i=13778415

Mar 14, 07 - 10:27 am Comment from: ChrissyOne

Wow Moment.

That was a whole lotta dumb in one article. I wish I had time to pull it apart line by line, but I don't. The best one, though, was this one:

"This is way out of step with growing mobile operator demands for consistent, common and widely deployed handset platforms on which to launch new services"

It's nice to see that no one in the handset industry has figured out one simple fact yet - people don't give a fuck about your services. They don't *want* to pay you 2 dollars for a bloody 30 second ringtone, you just make them do it because they don't have a better alternative.
They don't care about your strategic partnerships. They want a phone that they can enjoy using. They are not getting this yet. At all. All you phones suck ox balls. The interfaces are klugey and badly designed, the phones themselves are uncomfortable to hold up to your ear, and can be a nightmare to sync with a computer or get your music on to or your pictures off of. They're a great place "to launch new services", but personally, every second I spend with one makes a little part of me die inside. I'm so glad you made a deal with some game company to put adds on my fucking phone, that's so cool. You don't consider how consumers are forgotten in the whole equation, except for the part where they give you their money. You're obviously not paying attention to anything else. Your UIs suck. They're ugly. They're hard to use. They do not have me in mind.

The handset industry does not exist to make good products, it exists to create and preserve revenue. That's it. Now, businesses are in business to make money, that's a universal fact. But as a consumer, I'm not getting any value out of this deal, not compared to how much of my money you are taking. Every company comes up with all kinds of great new ways to monetize a service or a technology, but it's painfully obvious that no one actually thinks about what the consumer actually wants. Hey, here's one: instead of paying you 2 dollars for a snippet of a song, how about you let me take clips from my own music library and *easily* transfer them to my phone to use how I like? Or how about this - why not build wi-fi into a phone, and whenever I'm in range of an open access point, you switch my calls over to VOIP automatically so I don't use so many minutes? Could we do that, or would it endanger one of your revenue streams?

Apple is breaking the paradigm. They are totally out of step. And thank goodness for that. If Apple does everything wrong in the handset industry and goes against every bit of conventional wisdom, then they are bound to actually create a good product and not just another crappy block of plastic. The Big Established Players can do no better than RAZR and Chocolate, and that is pretty sad. I say we put 'em all out of business. I think we just might, and I am pretty sure they're starting to figure this out.

So, handset industry, I have one word for you:

Die.

-c

MW: 'planning' (for a revolution)

Mar 14, 07 - 10:29 am Comment from: David St.

Ovum is attempting to put advertising on mobile phones -- probably in a clunky way, which is something Apple would frown on. Tech News World.

Mar 14, 07 - 10:30 am Comment from: Wade

Excellent analogy, MDN! Yeah, OSX is like a chef-run bistro's five-course tasting menu with wine complement compared to Microsoft's franchised taste-free belly-stuffings.

Mar 14, 07 - 10:35 am Comment from: Macaday

MDN needs a feature on Peter Fader:

"Marketing professor Peter S. Fader says Google's threat is a tune Microsoft has heard before. "It's history repeating itself over and over and over. Every time a new threat emerges to Microsoft, people think, 'Oh, this is it -- the one that's going to knock Microsoft off the block.' There's no reason to believe it will play out any differently this time. Google is a different kind of competitor, but Microsoft has dealt with a pretty wide range of competitors before. It's a tortoise-and-hare scenario. And Microsoft is a very good tortoise. What the company will do is figure out a way to replicate the features of competitors' products. The products won't necessarily be better, but they will be adequate." in 2005.

http://knowledge.wharton.upenn.edu/article.cfm?articleid=1296&CFID=5651471&CFTOKEN=17312742

I think he's on his way to being ranked with Thurrott or Enderle. Quite amazing!

Mar 14, 07 - 10:40 am Comment from: Buster

@ChrissyOne

suck Ox balls?? Geez that sends shivers down my spine....lol

Anyway I agree with you. Yeah sure we want standard platforms...kinda reminds me of the drone audience in the 1984 Apple commercial except this time they all have a dull grey phone in their hand.

Mar 14, 07 - 10:53 am Comment from: ChrissyOne

@ Buster

Exatly. The image I see is something like the Heart of Gold landing on Vogsphere, but same idea.

Mar 14, 07 - 10:54 am Comment from: OBill Wan Kenobi

Can I get a t-shirt with ChrissyOne's picture on it? Nice post!

P.S. Buster, you can't right write things like, "Farihan Bahr wants to be known as a technological dickhead...Cancel or Allow?" while I have a mouth full of Diet Coke. Now I have to clean my screen...

Mar 14, 07 - 10:55 am Comment from: ChrissyOne

That's not a bad idea... I should get a Cafe Press account. ^_^

Mar 14, 07 - 11:04 am Comment from: JJ

He said, "Cripps added that this closed-door policy makes the iPhone a poor service platform for mobile network operators. 'This is way out of step with growing mobile operator demands for consistent, common and widely deployed handset platforms on which to launch new services"

Seems to me that consistancy is just what Apple is supplying, and the others can't because they don't have enough control or commonality.

"Widely deployed handset" - we'll just have to wait and see. I expect that they will be deploying one to me!

Mar 14, 07 - 11:08 am Comment from: Big Al

Not that anyone will notice, but what was said was that cell phone carriers want handsets they can fuck with to ensure that they have the maximum ability to squeeze every last drop of revenue out of their victims .... ah, customers. Apple is not providing this with their new phone.

That is true. Apple wants open, attractive, useful hardware that Apple can supply media and programs to, at just over cost, so that Apple can sell more hardware.

Telcos want cheap, locked hardware so that Telcos can supply overpriced services and overpriced media to a closed system and laugh all the way to the bank.

The analyst is telling the truth. Telcos do not want to change the way they do business.

Mar 14, 07 - 11:32 am Comment from: john

He doesn't get it. But that really doesn't matter does it. Apple wants the highest quality and usability. Not to put some hack job from a 3rd grader or whatever app on the iPhone. Apple wants the experience for the customers to be a pleasant one not a frustrating one. Something that Microsoft just doesn't understand and obviously this person doesn't either.

Mar 14, 07 - 11:40 am Comment from: newton

I agree, Macaday...I was stunned to read Dr. Peter Fader's naive iPhone, iTV, iPod and Mac comments...as if he cannot see past his Windows desktop (and his mathematical marketing models) in his ivory tower, and see what is likely happening all around him on the UPenn campus...the winds of change are blowing...

SCARY THAT SUCH A CLOSED MIND IS TEACHING OUR YOUTH...

Mar 14, 07 - 11:42 am Comment from: Andrew

We should compile an axis of evil and add Cripps and Fader! On top there's Gates, Ballmer, Thurott, Enderle, at least a few others I missed...

Mar 14, 07 - 11:55 am Comment from: Robert

I enjoy Apple products. But if I ever wanted to switch over to Windows, all I need to do is come over to MacDailyNews and read all your fanboy (and fangirl?) rants about how great Apple is and how stupid everyone who dares to criticize Apple is. Don't you guys realize how off-putting all this is?

iPhone: Currently seems to be a closed system. Macs. currently a system that allows for a great number of third-party commercial software, shareware and freeware. So if closed systems are so good, lets just shut all third-party software developers out of the Mac platform.

Guys, lay off the kool-aid, OK?

Mar 14, 07 - 12:10 pm Comment from: Thorin

@ Robert,

I think it is a result of being scorned and laughed at for years for being Mac users.

Yes, many of us are a tad touchy grin, but please don't take it too seriously.

Mar 14, 07 - 12:20 pm Comment from: ChrissyOne

@ Robert

If you'd even consider switching to Windows in the first place, there is nothing we can say here to make things worse for you. Do not blame Mac fans for your own lapses in sanity.

(also, please try to lighten up a few degrees)

-c

Mar 14, 07 - 12:26 pm Comment from: Thomas

Coffee Talk.... the best MDN take ever..

Mar 14, 07 - 01:00 pm Comment from: AJ

@Robert:

Apparently, you have not been paying attention--to anything. According to SJ's MacWorld announcement, it works both on the mac and pc. Which clearly debunks your baseless argument. You really need to pay attention to what is being stated/said so that you can make a cogent argument and make your point heard. Otherwise, you are just of the windows lemmings.

Mar 14, 07 - 01:59 pm Comment from: Robert

OK, I'll take the bait. I've never been banned from a forum before. I'll give it a shot.

@Thorin

Very good point. I should realize that I shouldn't take what I read on MacDailyNews seriously.

But seriously, the best humour is cruel humour that shows us something true about ourselves. I just skipped the humour part and went directly to the conclusion.

@ChrissyOne

Lighten up. Windows isn't so bad. I've actually used both Macs and Windows nearly every day for years. (Yes, I am often accused of being insane.)

@AJ

Yes, the iPhone works on both the mac and pc. Your point being? Oh, you were just giving an example of what a post loooks like when the writer is not paying attention. I see.

Mar 14, 07 - 02:12 pm Comment from: rahrens

@Robert

Actually, if you'd looked at the CNN (I think it was) interview of Steve Jobs on the day of the iPhone announcement, you'd have seen that, contrary to most pundits' comments, Apple has NOT closed the iPhone to outside development.

He noted that it would be a "controlled environment", but that third party apps would indeed be developed for the iPhone. His reason for that was to prevent ill-written apps from taking down the whole bannana, probably meaning destabilizing the units.

That is not a closed system, merely tightly controlled.

And, this being the Mac community we all know and love, not everybody agrees with him.

Wow, imagine that!

(MW: think, as in think before spreading misinformation!)

Mar 14, 07 - 02:13 pm Comment from: Ryan

"growing mobile operator demands for consistent, common and widely deployed handset platforms on which to launch new services"

Yeah right. Last I checked, handsets don't even all set their time from the cell network. Consistent platform my butt.

Mar 14, 07 - 02:27 pm Comment from: sydneyStephen

The article sounds like the sort of thing someone writes when the subject of the article refuses to talk to them...

Mar 14, 07 - 02:30 pm Comment from: jbelkin

The bottom line is what has the so-called 'open' format done for companies now?

3% of the market?

Clearly, very few people care AND if you do not count apps are just replacing the shoddy apps you get now?

How many apps are really being sold that are not calendar, word , pdf readers or "utilties?" VERY FEW.

The problem is that people jump on bandwagons and don't even think why they are riding ...

Mar 14, 07 - 02:38 pm Comment from: Robert

@Ryan

I think you are thinking of the Newsweek interview.

“You don’t want your phone to be an open platform,” meaning that anyone can write applications for it and potentially gum up the provider's network, says Jobs. “You need it to work when you need it to work. Cingular doesn’t want to see their West Coast network go down because some application messed up.”

http://www.msnbc.msn.com/id/16566968/site/newsweek/page/2/

I wrote that the iPhone "Currently seems to be a closed system." I guess it all depends on your definition of "open" and "closed." Steve Jobs himself was stating that he did not want the iPhone "to be an open platform." So I was using Steve's terms as a starting point. But that's just silly semantics.

Steve Jobs being Steve Jobs, my guess is that he is spinning. (RDF) The iPhone will eventually be an open system, like the Mac. Apple just isn't ready for it yet. So they will start off with a tightly controlled platform, and publish the APIs when they're good and ready. But he doesn't want to admit to the press that this is the reason why the iPhone is going to be "semi-closed" for the first little while. That sounds too much like a a shortcoming. So he is spinning the temporary shortcoming as a benefit. He'll change the message as soon as they are ready to open up the iPhone to independant developers. He did the same thing earlier with video playback on the iPod.

Mar 14, 07 - 02:43 pm Comment from: Robert

Sorry. My last post is directed to rahrens, not Ryan.

Mar 14, 07 - 03:07 pm Comment from: ChrissyOne

"Windows isn't so bad."

It's *so* bad.

Mar 14, 07 - 03:11 pm Comment from: lbuschjr

What this guy fails to understand, just like most analysts fail to understand, is that the iPhone's software is NOT some flash-based, java, whatever cheapie OS. It runs on OS X! Which means that any corporate network that can now connect to a Mac (e-mail, calendar, Exchange, etc.) can connect to an iPhone. You won't need to load additional software; it comes with the iPhone. All you need to do is configure it.

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