Nine years ago, Steve Jobs announced the new era of computing was about to begin. Pete Mortensen:
It was January 9, 2001. It was the silver anniversary of Apple, and the newspapers were full of stories about the demise of the personal computer. Lots of digital devices had emerged that were tailored to single tasks that they did really well, from digital cameras to DVD players to DVRs to CD players to camcorders to PDAs. Many thought that we would replace our multi-use but often inefficient computers with a bunch of highly effective single-taskers. But not Jobs. As he made clear, the strength of a computer was its ability to control and integrate all these many digital devices. A Mac, in short, could serve as the Digital Hub that unites those disparate points in your digital life.
iLife — first launched as a product family in 2003[1. Check out the history of iLife.] — served as Apple’s solution to the Digital Hub problem.
When it first came out, iLife was magical. There had never been such a great way to organize photos, edit home videos or create DVDs. Over the years, music editing and simple website creation were added with GarageBand and iWeb.
Since its launch, iLife has been one of Apple’s main tools to lure PC users to the Mac. And for good reason. iLife is unique in the computer industry. There’s nothing like iLife on the PC — in any price range. The fact that Apple bundles it for free with new Macs is mind-blowing.
As important as iLife is to Apple, there is a segment of Mac users seem to have grown weary of it. As the iLife demos were happening at this week’s event, there were tons of comments on Twitter (and in the Macgasm chat room) wishing the event would just move on, past iLife.
I talked on the DadCast this week about about the Mac App Store possibly creating two classes of Mac users — new users, pulled to the Mac via iOS devices and older users, who have been on the Mac for years who use things like Terminal and Console.
I think iLife is becoming another line in the sand between classes of Mac users. My lovely, hot wife (whom I love very much) isn’t a power use by any stretch of the word. She uses iPhoto all the time. I however, use Aperture. In fact, I use exactly zero iLife programs on a regular basis.
I think this is a pretty common. I think a lot of moderate to power users are frustrated with iLife’s simplicity.
With pro apps like Aperture, Logic and Final Cut Express cheaper and more powerful than ever, iLife has some real competition on the Mac.[2. If you buy an Apple pro app instead of iLife, Apple still wins, of course.]
There’s nothing wrong with more serious users wanting more serious programs. The problem is that Apple’s pro apps don’t get the time or attention that iLife does. iPhoto’s fancy new card printing got several minutes of air time during Apple’s event. When was the last time Aperture got that much love?
Apple needs to find a balance. iLife is still wooing over new users, but there is a large segment of users that want and need more. 25 minutes of iLife updates are fine to sit through, just follow it up at some point with 25 minutes of something more hardcore. Apple’s pro apps don’t get the same attention as iLife gets, which makes a lot of professional-level users feeling a little forgotten by the company.
An alternative would be for Apple to add some complexity to the iLife applications, instead of just more pre-built slideshows to iPhoto and re-touching music lessons in GarageBand.[3. Which have to be the craziest, least-used Apple software feature ever.]
iMovie ’11’s new audio tools are a good example of this. While easy to use, these new tools add a level of complexity and flexibility that has been missing from iMovie for a long time. Adding more complex photo editing to iPhoto and better podcast tools to GarageBand would make for a more powerful, well–rounded iLife.
Which would benefit both classes of Mac users.
Which would be good for Apple, too.
Update: I totally get that Apple’s growth over the last decade is due in major part to the fact that the company caters to consumers. That’s not a bad thing at all — Apple wouldn’t be the powerhouse it is toady without consumer programs and consumer hardware. My beefs are (1) that those of us who want more powerful apps wait far longer for updates than consumer-level users, and (2) that iLife could be made more powerful, which would help alleviate problem #1. Apple has a large segment of power users, and the company can’t forget about them.