With Apple's announcements of iPadOS, Catalyst, and Sign In with Apple at 2019's WWDC event, where might they be going next and how can we adapt to that? Talk given at Mobilize Dublin on 2019-09-25.

1. My Apple conspiracy
theory
Mobilize, September 2019

2. Mathew
Cropper
Senior Product Manager, Mobile
@mrtcropper
he/him/his

3. Mathew
Cropper
Senior Product Manager, Mobile
@mrtcropper
he/him/his
CONSPIRACY THEORIST

6. If we look for the clues, we
can guess at where they
might be going next.

7. Ooh!
Dark mode!

8. iPadOS
Catalyst
Sign In with Apple
2019

9. iPadOS
Catalyst
Sign In with Apple
Siri Shortcuts
Focus on desktop-class iPad apps
New iPad Pro line
iWork collaboration
Airdrop
Handoff
and more
2019
2018
2017
2016
...

10. My conspiracy theory..

11. Preparing for an
Enterprise services offering
and
Blurring the lines between
desktop and mobile

12. Preparing for an
Enterprise services offering

13. Mass consumer adoption to ease business adoption.
Preparing for an Enterprise services offering
SSO

14. Going for consumer adoption first..
iTunes
One of the biggest repositories of
active credit/debit cards in the
world.
2007
Contactless
First contactless cards issued in the
UK.
2011
Mobile payments
First phones Mastercard PayPass
and/or Visa payWave certification
appeared.
2012: WWDC
Passbook
Store and use tickets and store
cards on your device.
2014: Special event
Apple Pay
Use your bank’s cards directly from
your device.
2015: WWDC
Apple Pay
Available outside the US.
2016: WWDC
Apple Pay
Use Apple Pay on the web.
2016: WWDC
Apple Pay
Use Apple Pay in
iMessage.
2019: Special event
Apple Card
Apple’s own
payment offering.

15. SSO
Docs
Mass consumer adoption to ease business adoption.
Challenge Google Docs.
Preparing for an Enterprise services offering

16. SSO
Docs
Apps
Mass consumer adoption to ease business adoption.
Challenge Google Docs.
Catalyst! Mobilising an army of app developers to
target Enterprise.
Preparing for an Enterprise services offering

17. SSO
Docs
Apps
iPadOS
Mass consumer adoption to ease business adoption.
Challenge Google Docs.
Catalyst! Mobilising an army of app developers to
target Enterprise.
Divergence means iPad can become 1st class citizen
for work.
Preparing for an Enterprise services offering

18. SSO
Docs
Apps
iPadOS
iPad
Mass consumer adoption to ease business adoption.
Challenge Google Docs.
Catalyst! Mobilising an army of app developers to
target Enterprise.
Divergence means iPad can become 1st class citizen
for work.
Increasingly more powerful and extendable.
Preparing for an Enterprise services offering

19. SSO
Docs
Apps
iPadOS
iPad
Mass consumer adoption to ease business adoption.
Challenge Google Docs.
Catalyst! Mobilising an army of app developers to
target Enterprise.
Divergence means iPad can become 1st class citizen
for work.
Increasingly more powerful and extendable.
software
hardware
+
Preparing for an Enterprise services offering

20. Blurring the lines between
desktop and mobile

21. mobile vs desktop
IS

22. web vs app vs mobile app
& + context

23. It’s a seismic shift in
app development.
How can we be
ready?

24. User contexts
Device fluidity
Situational change
“What’s appropriate”
Full app vs workflow enhancement
x-device/situational user journeys
Research! How will we meet these
needs?
Feature selectivity.. We’re opinionated.
Feature divergence.. Apps can have
more/be different to web.

25. Pricing
Apps could now price for Enterprise.
New App Store challenges.
Progressive enhancement of features..
And linked pricing.
Testing pricing that’s sensitive to
platform fluidity.

26. Organisational
change
This one’s big
Break down silos
Update ways of working
People are going to fight over ownership
and direction
Go-to-market philosophy will change
Redefining ‘mobile’.
Mobile experience, not mobile devices.
Autonomous, x-functional teams.

27. Success
More difficult to measure across
multiple platforms and contexts. Need
to get creative.
Finding ways to measure outcomes, not
actions.

28. Conspiracy on a page..
● Apple’s blurring the lines between desktop and mobile.
● They’re doing it with a business/Enterprise play in mind, cos $$$.
● We need to be ready, or we’ll be left behind. Apple’s proven they can
shift ecosystems like this before. Change is hard, but it’s coming.
● Take a look at where Apple’s headed and ask yourself, “is my business
and product ready?”

29. Questions and discussion in a
sec, but first I get to plug
things 😉

31. Team Mobile is
hiring!
Android and iOS
intercom.com/careers

32. Any questions?
Mathew
Cropper
@mrtcropper