Apple’s iPhone is a landmark product in a number of ways. It really highlights the sort of great product that can happen when development is driven by great design and not the other way around. However, I think that the product is based on a flawed assumption that the device will always have an internet connection. This has led to the situation where the iPhone is probably the single most hacked device on the planet at the moment. Let me explain how that happened.
There must have been a bit of a which came first, the chicken or the egg moment in regards to using AT&T as the provider for the iPhone. Did apple have a device that needed a constant internet connection and went shopping for a phone network, or did they make a deal with AT&T and then build a device knowing that it would always have a connection? Either way it doesn’t matter but it definitely shaped the way the device works.
Normally with a mobile phone you can buy it in one of two ways. You can either buy a subsidised phone on a contract where your monthly access fee pays for the phone, or you can buy the phone outright. In recent years telco’s started locking some subsidised phones to their networks in a way to ensure that their subsidised phones weren’t being used on other, competitors networks.
Apple currently does not provide a version of the iPhone that is unlocked at any price. What this means is that currently, if you want a phone in the US in the next 5 years, you have to be a customer of AT&T. That single move reduces Apple potential market base to 27% of the US market and locks out the rest of the global market until they strike similar deals in other countries. If actively reducing your potential customer base isn’t enough it actively encourages the remaining 73% of the US installed base to look for ways to unlock an iPhone to use on their current network. We’ll come back to this in a moment.
As soon as Apple released the iPhone, they also released a way for developers to write applications for the iPhone … web applications. Seriously. From a user experience point of view, there is no comparison to a native application compared to a web app. Apple needs to take a leaf out of Microsoft’s playbook here and provide a sandboxed runtime on the iPhone, and provide a platform not a product. If apple provides a great set of tools and API’s then developers will flock to the iPhone and make the product something much bigger than what ships out of the box.
So with the lack of a controlled development platform and non AT&T customers wanting to use the phone, there is HUGE motivation to hack this thing until it can be hacked no more. If apple keeps locking people out, I would bet that in a couple of years you may even see a clone OS based on Linux that you can install instead of the out of the box Apple one.
So here are my tips for Apple to dominate the world and stop people hacking their product.
- Sell an unlocked version of the iPhone, at a higher price. People are already paying more than twice RRP for these things on eBay.
- Encourage development the same way Microsoft does for their phones and now the XBOX 360 through the XNA program. Give them tools and a controlled sandbox that you let them play in and then step back and watch greatness happen.
Apple’s recent 1.1.1 firmware update has, for now, locked out the hackers and given them a steep hill to climb, but if history is a guide, it won’t be long before they are back in the phone again. So my advice to Apple is this. Go and study the Xbox 360 development model and apply something similar to your iPhone, and support the communities that want to extend your products, don’t fight them, because it’s just a waste of everyone’s time and effort.