Apple Launches iAd Producer Pack to Steal Adobes Business | Fast Company
Apples unveiled its suite of software for crafting its iAd advertising apps, promoting rich media experiences that use HTML5. Its an unashamed attempt to snatch some of Adobes business.
Apples iAds have been gently or not so gently, if you believe some reports attempting to shake up the online mobile advertising business since being introduced in April. The most recent effort, aimed at promoting the new Tron: Legacy movie is a sophisticated hint at how adverts may be pitching to us in the future–with higher value user experiences prized above the mere eyeballs-on-ads metric that current web ads use.
iAd producer is a necessary part of Apples plan, of course–it cant go on curating each and every iAd at executive team level forever if it wants to turn it into a multi-billion dollar business. But its also the latest play in Apples battle against Adobe. Remember this? It started as a spat over Flashs inefficiencies on Mac OS X, turned into a pitched battle in the press about iOS ditching Flash which even garnered government attention and then fizzled into a war of words as neither side was prepared to move on the matter. Now a significant proportion of web video is in Apple-friendly format, driven by the wild successes of the iOS devices, but it doesnt seem to have hurt Adobe too much as the companys just posted a record-breaking profit.
Now theres iAd, designed to eat some of Adobes lunch, since Adobes creative software packages are often used to craft simple and rich-media online adverts. And Adobes already actively promoting its own digital publishing suite, which includes a system for outputting magazine-style layouts to iPad.
But HTML5 is at the heart of iAd Producer, and it therefore represents another swipe at Adobes Flash technology–Apple is, in comparison to Adobes proprietary systems, promoting iAd as “standards-based web development.
“The question is, will this hurt Adobes business, or at least help Apple capture significant chunks of the online ad business? Its tricky, but given Adobes recent financial success it would seem insulated against Apples onslaught–at least for now, particularly since iAd is such a young system. But with many commenters expecting the iPad, boosted by the imminent iPad 2, to dominate the tablet market until 2012, and with the iPhone still surging in sales around the world, Apple is certain to convert some of its iAd efforts into serious cash. If it can pull off a de facto change of web tech from Flash to HTML5 at the same time, then its all the better.