Reflecting on Apple

After taking some time to ponder the announcements made at the recent Apple event, and after spending some time reading the various analyses from others, a few things really jump out at me that I think warrant examining closer.

First and foremost, the move to a 64-bit architecture and operating system may seem like nothing more than an attempt to be able to say “hey, we’ve got something no one else has” and capitalize on such a statement from a purely marketing standpoint. If we were discussing another company, I might even be inclined to agree. Here’s the problem with such a statement, though: Apple has never used such a tactic before, and always looks at what adopting any technology will bring to the customer experience.

Note, if you can’t accept that simple understanding behind the way Apple operates, you might want to stop reading now.

So, what possibilities could a 64-bit architecture bring to a mobile device? Efficiency and performance are obvious possibilities, as are pure power and capabilities, but in this case I think the move hints at some really interesting possibilities. (It’s worth interjecting here that there is an excellent analysis of some of those possibilities with regards to other product lines here, which I noticed courtesy of Gruber at Daring Fireball.) One possibility is the implementation of enhanced/increased multitasking capabilities as a result of increased throughput throughout the system. Another is the potential for refinements in power usage and efficiency (think along the lines of using multiple threads to achieve a process in a shorter time, which lowers the power drain of a system by returning to idle quicker). Honestly, this isn’t an area I’m well-versed in, but I can certainly see the potential.

Another thought that sticks out to me regarding the performance improvements of the A7 and the move to a 64-bit OS lies in conjunction with the fingerprint sensor. Utilizing any strong encryption scheme requires some overhead, especially when considering that the need for seamless and snappy response are of paramount importance to an end user. This could easily be the groundwork necessary for re-imagining security on a mobile device. Imagine using the Touch ID sensor to access iCloud keychain (when released) data, and instead of having to remember or enter a security code the fingerprint takes care of verification? Or if access to Touch ID by third parties is allowed, and you no longer have to sign in to your banking/financial applications? Running on a system designed to leverage the performance gains of a 64-bit system certainly seems like a precursor to a smooth transition to seamless interaction in such a manner.

And then there’s the interesting idea that increased security might finally allow the virtualization of debit and credit cards in Passbook. Imagine if the entire Operating System could be run in an encrypted environment, which would only be possible (when considering the necessity of smooth and snappy operation from the customer experience point of view) with the power and performance possibilities a 64-bit system could bring to the table. This could prove to be the way to finally change the way people access financial resources, much like the oft-touted NFC chip promised but couldn’t deliver.

Naturally this is all speculation, but the key takeaway is this: if you don’t understand that Apple only adopts technology when there’s a reason behind the decision that’s aimed at what it means for customers, then you haven’t been paying attention to history. Sure, there are plenty of devices with different feature sets, and you should always choose the device whose features match what you want out of it, but to look at Apple’s iPhone business as faltering or running out of steam is to look only at the current picture and not think about the foundation it suddenly created.

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Comments

  1. Fred Karayan says

    I enjoyed and agree with your perspective on Apple’s implementation of 64-bit processing. I remember how enthusiastic Steve Jobs was about stressing that iOS has a foundation based on OS X. Introducing 64-bit architecture to iOS- in light of its underpinnings being based on OS X- seems to be a sensible evolution of iOS hardware.

    I always think about the concept vignette Apple released in 1987 titled “Knowledge Navigator”. It was set in the year 2011 (which, ironically, is the year Siri was introduced). It would take immense computing power to truly bring this idea of the Intelligent Assistant to fruition. Perhaps the introduction of 64-bit to iOS brings Apple one step closer to making this exciting idea a reality.