For the fruity faithful, any Apple announcement event is a big event. It's then that users get a glimpse at the latest iterations of iPhones and iPads, updated MacBooks and faster processors. But along with the big unveilings there are also a number of smaller revelations, some of more consequence than others. For example, the last gathering highlighted the return of magnetically attached chargers, a minor yet convenient feature. And it also featured a redesigned screen with a small cutout notch at the top to allow for a webcam, a design tweak that is inconsequential to some, while a stylistic nightmare to others.
One of the more curious announcements related to the company's music service. True, the really cool kids are talking about the resurgence of vinyl and dishing the dirt about turntables and cartridges and preamps. But for most listeners the most convenient and popular way to listen to your favorite songs is through a streaming service. With cheap and ubiquitous data plans, you have the connection to be able to slide from AC/DC to Jon Batiste to BTS with ease, or to lift a phrase from the BTS hit, smooth like butter.
In that world Apple Music is merely one option out there. Like the other players in the space, it boasts a catalog of many millions of songs, the ability put together playlists, as well as options to share those playlists and favorite songs and suggestions with friends. True, Apple does have higher quality streaming and the ability to add your own personal library into the system. But for the casual user, unless you are the "Steve Jobs was a god" type, it's hardly a standout.
Which means to compete with Amazon and YouTube and the industry leader Spotify, it has to play on the one field on which Apple never really had to even set foot: price. With most of their products they can charge what they want, secure in the knowledge that there is a fan base that will pay whatever, for both technical reasons as well as cachet. But when your product isn't a true standout, then to quote another song lyric, this one from Wyclef Jean, it's all about dollar dollar bill y'all.
While all the services, including Apple's flagship service, charge around $10 a month, the announcement at their latest confab touted a version that's half that. For $4.99, you still get access to 90 million songs, the ability to select artists and albums and playlists. The difference? While you can hear whatever you want, you can't see it. The new pricing tier has no phone or computer app or interface: it's accessible only by voice.
Just as the company forced headset users away from traditional earphone jacks towards special plugs or Bluetooth by simply removing them, this forces users away from screens by taking away the option. Want to hear Frank Sinatra? Just say "Siri, Play Frank Sinatra." Want a playlist of indie hits? Say "Siri, Play Indie Hits." Taking a cue from Amazon's Echo devices, it is making voice control the only control.
But it begs the question: why? It's no cheaper for the company to have no screens since they are keeping that version as well. Indeed, since they are paying the same licensing fees their margins for music go down. So why do it? What are they getting out of it? There's some speculation that the hope is it will drive more traffic to them, especially in markets where voice input is popular because text input in the local language is difficult, such as India, China and Japan. And why is that desirable? Because they get more voice samples in other languages and accents to train their voice recognition software. And with voice recognition being a growing feature, a better, more accurate database means more and happier customers for all the company's services and products. In other words (no pun intended) Apple is not so much as discounting their music as paying you five bucks a month to help train their voice AI.
As with so many ecommerce transactions these days, it's as much about selling goods as amassing data. And so the next time you want Apple to play you a song, to quote one final lyric, this by way of Jackson Brown, the next voice you hear may be your own.
-END-
Marc Wollin of Bedford is trying to use voice input when he remembers. His column appears regularly in The Record-Review, The Scarsdale Inquirer and online at http://www.glancingaskance.blogspot.com/, as well as via Facebook, LinkedIn and Twitter.
No comments:
Post a Comment