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Mac App Store Makes Buying *Easy*

Analysts and tech pundits have been buzzing about Apple’s App Store ever since its introduction, and with Citibank’s projection that Apple will rake in $2 billion in 2011 from sales within it, logic would dictate building an app store for Macintosh applications would be another great way to make a ton of money.

Apple’s Mac App Store is now open for business (press release; Mac App Store web page). I submit it’s instead part of an overall strategy to make the Apple experience just as seamless, integrated, rock-solid and, most importantly, easy…as it is for the iOS powered devices: iPhone, iPad, iPod Touch (and even iPod to a certain extent).

Why do I think this Mac App Store will be wildly successful? Three reasons:

1) Discovery: In the past most of us read one of a handful of magazines to find new applications, used a website that offered reviews, had a friend or colleague recommend one, or shopped for one in a retail store (yikes…remember buying shrink-wrapped software!?!). Though there are still far too many apps on the iOS App Store—and will certainly be too many to browse all of them on the Mac App Store—at least the wisdom of the crowd will help hot ones bubble up to the surface for simple and quick discovery. I’m hoping Apple will use the “Genius” capability in the Mac App Store at some point to look at what we have installed on our Macs and make recommendations on other complimentary apps we might like to own

2) Easy Downloads with “No Baggage”: The Mac App Store removes several steps to obtain a Mac application. Before, we’d have to find the app; download the Zip or DMG (disk image); do the install; if DMG, eject it; then open Downloads folder and move the Zip or DMG to the trash; empty the trash. THAT ‘OLD WAY’ EQUALS SEVEN STEPS!

Now with the Mac App Store, THE ‘NEW WAY’ IS ONLY THREE STEPS: Discover the app; click “Install”; enter your Apple ID to buy one or download a free one. Even I, someone who can do this sort of stuff in my sleep, smiled in delight at how easy this would make it for me, a self-described “power user,” let alone someone new to the Macintosh. This is especially true if someone has come to the Mac due to their experiences with an iOS device and using the iOS App Store

3) One-stop-shop: Over the last three years as my firm has done work implementing numerous ecommerce sites for clients, not only are ecommerce experiences completely different on nearly every website, but I’ve been increasingly stunned as to how many sophisticated consumers I know and meet do very little or no ecommerce transactions! They’re afraid of an insecure site, are reluctant to buy an app and download it, and so on. I’m convinced that this Mac App Store will extend the accounts people already have on iTunes and the overall experience will remove all sorts of barriers to even newbies buying Mac apps online.

Nicely done Apple.

About Steve Borsch

I'm CEO of Marketing Directions, Inc., a trend forecasting, consulting and publishing firm in Minnesota. Prior to that I was Vice President, Strategic Alliances at Lawson Software in St. Paul where I was responsible for all partnerships at this major vendor of enterprise resource planning software products and services. Read more about me here unless you're already weary of me telling you how incredible and awesome I am.

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