Good catch by Daring Fireball on Apple's new marketing campaign, 'iPhone Your Life.'
DF suggests that the effort is interesting because it shows you which iPhone apps Apple considers worth showing off.
I agree and would frame it further;
FIRST ASSERTION: From an ecosystem perspective, understanding what Apple is mentally committed to supporting provides some clarity on leverage points that you should take advantage of.
SECOND ASSERTION: By fully fleshing out complete digital, social, connected application scenarios, they are creating Bodhi space; namely, a path.
I like this because I am a big believer in the Outcome-Driven Innovation model (check out Strategyn).
The model views your target consumer in terms of jobs, outcomes and constraints.
Essentially, your customer "hires" your product or service to perform certain "jobs" that meet specific outcome goals that they aspire to achieve.
No less noteworthy, to deliver on their value proposition, these outcomes must work within your real-world constraints, too.
Think: time, cost, engagement level and technical know how required.
So with that as a backdrop, how does Apple think about the nature of the jobs it enables to be performed?
AS ALWAYS, GOD IS IN THE DETAILS, BUT BASED ON LOTS OF FIRST HAND EXPERIENCE, I CAN SAY THAT THE PLATFORM IS WITHOUT PEER. IT DELIVERS.
SO WHAT, you say? Relative to the five "jobs" that Apple showcases above, they only have to get a user for a couple of jobs apiece to lock them in for the long haul (i.e., the whole lifecycle). That's pretty good book, IMHO.
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