The Hermeneutics of Apple, iCloud, & “expensive stuff”: Let the interpretations begin…

Just caught this note on Jobs’ recent presentation at the WWDC.

Of course, anything Jobs/Apple presents will be intimately connected to its hardware: duh.

Google, of course, using some of the same strategies, is more vividly connected to the Web itself, and, with the exception of the Chromebook, not intrinsically committed to a specific make of hardware to connect to the cloud.

While the fundamentals are the same, Apple’s approach to the concept of the cloud is the opposite of their competitors. Apple’s belief is clearly that users will not and should not care how the cloud actually works. When Jobs gave a brief glimpse of their new North Carolina datacenter that is the centerpiece of iCloud, he only noted that it was full of “stuff” — “expensive stuff,” he quipped.

The distinction from TechCrunch aims to make regards the care and attentiveness that users may have regarding the cloud. Apple is betting the house that users don’t care: turn on the Apple [insert hardware name here] and you are toiling away. Move to this other Apple [insert device name here], and you are instantly “located” where you left off in the other device: and so it goes.

If there’s a distinction to be made here, let it be found in the software. In this regard, the fundamentals are not the same. (Some code-writer for Apple or elsewhere will ding me for this naive one…) There’s nothing about the MacBook Pro (I am writing this on it) or the iPhone (I can also blog from there) that grants the Apple-version of the iCloud some privilege over the PC hardware: other than you need Apple hardware to access iCloud. It’s just hardware.

But, the idea that you can simply start up an app, and take up where you left off, admittedly, has some appeal. Plugging in the device to charge it at night also contributes toward syncing the apps/data/purchases. (Oops: Apple doesn’t use the word “sync” anymore.) Would you pay for the subscription? You don’t write right now with Google Docs: or any other Google App (up to 1 Gb). This is a software matter related to the cloud…Watch the video introducing iOS5, and this will be verified: iTunes in the cloud, anyone?

Do you think this approach has merit, and consequently, does it merit your bucks?


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