Apple's Strategy: New Mobile Software Offers Clues

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June 2 (Bloomberg) -- Dave Hamilton, co-founder of "The Mac Observer," and Bloomberg's Cory Johnson discuss the takeaways from Apple's WWDC. They speak with Pimm Fox on Bloomberg Television's "Taking Stock." (Source: Bloomberg)

These new software introductions?

What is the strategy behind this move?

It looks to be improvements of what they do.

Apple is fundamentally known for taking difficult things and making them simple.

They have often succeeded at that.

I think as ios has gotten more involved, the capability of the phone becomes so great, the complexity has shown up in the software and user experience.

It is constant refining purposes.

Stripping out some of those -- the hair out of this and making it more accessible.

It is what we see from tried to give developers and the operation a different look as well as to create some platforms for developing devices for the home and devices to manage health.

None of this is groundbreaking.

It is going to be about the execution so he cannot fairly evaluate an event like this.

We have seen apple try things in the cloud for years, a great failure.

I think you will see a lot of press about this event today saying that they have this new great solution.

There isn't a single person here that believes because all their prior efforts have run into big problems.

What about apple's progress in making all of its devices play with each other nicely, seamlessly without any problems and maybe even having them play with android phones?

That is going to be really key.

We have seen spectacular growth for the iphone is in some places like the u.s. the most popular phone.

The ipad as well.

We have seen so much from these devices.

The operability has not been great.

The ability to take a picture on your phone and see is what your favorite pages on your ipad, that is one of the things they were showing off.

There are family plans we can manage all the devices in a family as big as six as long as they have the same credit card.

Trying to manage some of that operability might tighten the ecosystem.

I understand that you have a special guest for us.

Indeed.

He has been following outdoor for quite a while.

This is a very different developers conference?

I wouldn't say it is.

It is on par.

A lot of people came in today expecting hardware, but they don't typically do that.

They really focused on the software and they did some cool things.

You mentioned the continuity where you can write an e-mail on your iphone and then realize there is more you want to do so you sit down at your mac and continue composing the e-mail.

In theory, it is seamless.

You have been covering apple for so long.

Give me a list of all the cloud computing efforts they have had.

People such as steve jobs have been ripped apart.

Mobile me and now icloud, and none of them have been resounding successes.

This is not the cloud.

The continuity is not the cloud.

I give them a way better than even odds to get that to work right.

What they are doing with the cloud, whole filesystem -- we will see how that does.

I think one of the other huge things that mostly to probably do not realize is the extensibility.

They talked a lot about that and a lot of it was about the tools that developers would use and like a good mac conference, people jumped up and cheered when they hear about some plug-in that you can add to your phone.

That is just it.

Apple has been so sandbox out -- meaning that every app lives in its own space and apps cannot really talk to each other.

If you have their web browser, up until now a developer cannot write something that added functionality to safari.

You just lift it with whatever they put in.

Extensibility means that they allow plug-ins so you can have things like a translator plug-in inside safari.

You can have all kinds of things inside safari.

Maybe web plug-ins in mail.

Their plug-ins where you can have a new keyboard that is just right there in all your apps.

Previously, that was something apple did not allow.

It is a catch-up game with android but i think it is huge.

If you look at the history of the mac and apple developments, i mentioned the stuff and i don't want to denigrate what they are doing, but i feel like a lot of this is looking back and fixing old problems.

More than apple has been doing for a long time.

I think so.

Ios 7 was a totally new game for them.

A new look.

I think ios 8 is a renewed focus on ipad that ios 7 didn't do.

You can fault them for going back and fixing stuff but we can also credit them for taking a look and saying, hey, here we go.

This is the stuff our customers need.

My favorite example was steve jobs demonstrating a new feature that would underline a misspelled word.

The mac faithful crowd, your readers and the like would jump up and cheer at something that was already available in windows but they didn't know it.

Tim cook talked about the fact that so many people in this competent never been here before.

Did you get a sense -- writing for mac, that is a very different kind of crowd?

It feels like the same crowd.

And coming your for the past 10 years.

They cannot fit all the people that want to be there.

There is a natural churn.

It is the luck of the draw of

This text has been automatically generated. It may not be 100% accurate.

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