Whither Apple: It’s the infrastructure, stupid!

Apple LogoIf you’ve not been following the work of Dave Winer recently, I encourage you to do so. He’s on an impassioned quest, to keep the Web itself open for future developers, and I think he’s onto something terribly important. As Silcon Valley companies like Google, Apple and Facebook continue to develop their business models, they’re doing so by trying to keep us within the confines of their own infrastructures.

That’s because infrastructure is where the money is in a world where we — you and me — are the product being served to a hungry hoard of people with deep pockets: advertisers.

This is a concept that Dave is pounding away at, because when we’re inside someone else’s infrastructure, we’re playing by their rules, and we’re trapped in a universe that will always default to the best interests of the owners. The Web, on the other hand, isn’t owned by a corporation, and it must remain as such, complete with its own infrastructure.

Apple’s odd introduction of OS X “Mountain Lion” to its biggest fanboy writer, John Gruber, yesterday is an example. Apple’s future is built onpushing everybody and everything to iCloud, which it will own and operate. Sounds okay for now, but we’ll see.

Facebook wants you on its servers and inside its infrastructure. Same thing with Google, although Google  is a different iteration of the same theme, because it gives the appearance of growing an independent Web — with Google’s “help.”

I think this is a big story that’s not going away, because Madison Avenue lives in the pipes and stitchery of media infrastructures. Mass marketing’s infrastructures are on the way out, but those offered by Facebook, Apple and Google are alive and well.

I still remember AOL and the remarkable statements made when it was purchased by Time Warner. AOL’s entire value was based on its infrastructure, a captive audience that still needed the Internet training wheels the site provided. As a result, I’m not convinced that anybody has the wherewithal to pull this off completely, because the more the cinch is tightened, the more it will feel like AOL, and the goodies will seem beyond its reach.

Let’s be careful not to give away tomorrow for the sake of today’s convenient experience.

 

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