Why Apple’s future is in the clouds

When Apple dropped the word “Computer” from its name it was regarded at the time as little more than a tactical tweak.

The Mac, iPod, Apple TV and iPhone. Only one of those is a computer. So we’re changing the name,” said Steve Jobs, making the announcement at the 2007 Macworld Expo.

The significance of the name change from Apple Computer to Apple, Inc. has since become more evident. Far from being a tweak, it marked the tipping point in Apple’s transition from a personal computer hardware company towards a vision of an ecosystem connected by a diverse collection of devices and services.

Tying this ecosystem together is iCloud. As Macworld reports, Apple—like Amazon, Google, Microsoft, and others—is driving hard to teach people about the personal cloud experience in which content will flow from device to device, screen to screen, and location to location no matter whether that device is a Mac, iPad, iPhone, Apple TV or some device not even on the market that can tie into the cloud functionality.

Companies that have invested into this new paradigm will see the greatest success. And that’s why iCloud isn’t just a feature for Apple devices, it’s the key that will determine the company’s success in the future.

The question is: what does that future look like? And what is Apple, Inc. becoming?

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