Five Takeaways From Apple's "Back To The Mac" Event

Today Apple announced the new version of its iLife software, the new version of its Mac OS ("Lion"), and two new MacBook Air products. (I recommend PC Mag for great live blogging coverage.) I'm seeing five takeaways for product strategists of devices and content:

  1. Software rules. It’s notable that Apple started off its conference talking about software, not hardware. It’s what you can do with the device that matters. Also, software is now officially known as “apps.” Software doesn’t come in boxes anymore, which make initiatives like HP’s new Download Store look outdated already.
  2. Synchronization drives affinity across devices. Apple is smart to launch the App Store for Macs with apps that sync with iPads and iPhones. In doing so, Apple is trying to maximize the value consumers get from buying more than one Apple device. Companies that are trying to figure out how to compete with Apple on tablets should use their strengths in other product categories to drive their tablet strategies forward. RIM is already planning to do this, by creating the PlayBook as a Bluetooth-tethered device to a BlackBerry. Companies like Toshiba, Lenovo, and Sony should do this as well, bundling tablets with PCs (and TVs and game consoles, in Sony’s case) and have content sync across devices.
  3. The next wave of PC design will be inspired by mobile devices. This isn’t just about apps, it’s also about the experience of using the device. Including a solid state storage drive (SSD) in new Macs give the devices the nearly instant-on, long battery life that consumers have come to expect from mobile devices but struggle to get in a PC.
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While The Economy Outlook Is Murkier, Forrester Is Still Relatively Bullish On The Tech Market

Like many business executives and consumers, I have been paying a lot of attention to the economic indicators, looking for signs either of a stronger economic recovery or a potential renewed recession.  As a technology market analyst, I track economic indicators because I’ve found that the growth in the economy is one of the best predictors of what the technology market growth will be -- far better than surveying CIOs to find out their spending plans, which tend to be backward looking. 

Based on my reading of the economic indicators and the forecasts of professional economists, it looks to me that both the US economy and the global economy will fall between extremes of strong growth or recession, growing weakly but not slipping back into recession.   As a result,  in Forrester's latest forecast (US And Global IT Market Outlook: Q3 2010), we have trimmed our forecasts for the US tech market to a still-robust 8.1% growth for 2010 (down from our 9.9% forecast in July), with 7.4% growth in 2011.  Globally, the tech market measured in US dollars will grow by 7%, compared with our July forecast of 7.8%, with the somewhat weaker outlook for the US tech market offsetting slightly better performance in Europe and strong growth in Latin America, the Middle East, Africa, and Asia/Pacific. 

These forecasts include business and government purchases of computer equipment, communications equipment, software, IT consulting and systems integration services, and IT outsourcing.  If we add telecommunications services (as we do for the first time in this report), US information and communications technology (ICT) market growth in 2010 will be 5.6% and 6.6% in 2011.

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