Apple's iPad secrecy leaves many developers handicapped
An elite group of software developers afforded early access to the iPad must provide photographic evidence that they've complied with a stringent set of requirements before Apple hands one over, but for everyone else, authoring software for the upcoming device can prove to be a shot in the dark.
That's according to BusinessWeek, which is the latest publication to serve up a profile on the secrecy that surrounds Apple's products, even those that have been announced and stand just weeks away from making their way into the hands of its customers. The iPad is a classic example.
According to the report, the select few developers who've seen their requests for an iPad granted must swear to harbor the pre-production units by locking them to an immovable object in an isolated room where all of its windows are completely blacked-out. They must then sign and submit a more than 10-page non-disclosure agreement along with photographic evidence that they've met all the provisions set forth in the document, which include the secret room.
The lengths these developers must go to may seem extreme, but they come with their share of rewards, namely a competitive edge over thousands of their peers who've pleaded with Cupertino-based electronics maker for similar access to test their upcoming applications on the actual device to no avail.
For instance, Evernote, which authors software that helps users organize, store and search through their documents, was amongst those turned down by Apple for an iPad prototype to test their upcoming application for the device. As such, its development team created a cardboard mockup of the iPad to help it make an educated guess at certain aspects of the iPad, like knowing where a user's thumbs will naturally rest and how the device's multi-touch screen responds to certain real-life gestures.
It's nuances like those that can't be evaluated with precision using Apple's iPhone Software Developers Kit, which is still arguably one of the most complete and cutting-edge development environments offered by a modern day high-tech firm. It bundles a simulator for Macs that displays applications in windows that mimic the displays screens of iPhones, iPods and iPads, substituting a mouse cursor for the user's finger.
Also denied an early crack at the iPad were movie-viewing app maker Flixter and game maker Digital Chocolate, which is run by Trip Hawkins, a former marketing lead at Apple who left to start gaming powerhouse Electronics Arts. "We asked for the iPad many times and got nowhere," he said.
That raises the question as to which developers have actually seen their requests for an iPad met by Apple. BusinessWeek offers no answers to this end, but cites a chief executive of a company that manages relationships with third-party developers as suggesting the company is choosing top software publishers who may have otherwise been hesitant to embrace the App Store ecosystem.
That's according to BusinessWeek, which is the latest publication to serve up a profile on the secrecy that surrounds Apple's products, even those that have been announced and stand just weeks away from making their way into the hands of its customers. The iPad is a classic example.
According to the report, the select few developers who've seen their requests for an iPad granted must swear to harbor the pre-production units by locking them to an immovable object in an isolated room where all of its windows are completely blacked-out. They must then sign and submit a more than 10-page non-disclosure agreement along with photographic evidence that they've met all the provisions set forth in the document, which include the secret room.
The lengths these developers must go to may seem extreme, but they come with their share of rewards, namely a competitive edge over thousands of their peers who've pleaded with Cupertino-based electronics maker for similar access to test their upcoming applications on the actual device to no avail.
For instance, Evernote, which authors software that helps users organize, store and search through their documents, was amongst those turned down by Apple for an iPad prototype to test their upcoming application for the device. As such, its development team created a cardboard mockup of the iPad to help it make an educated guess at certain aspects of the iPad, like knowing where a user's thumbs will naturally rest and how the device's multi-touch screen responds to certain real-life gestures.
It's nuances like those that can't be evaluated with precision using Apple's iPhone Software Developers Kit, which is still arguably one of the most complete and cutting-edge development environments offered by a modern day high-tech firm. It bundles a simulator for Macs that displays applications in windows that mimic the displays screens of iPhones, iPods and iPads, substituting a mouse cursor for the user's finger.
Also denied an early crack at the iPad were movie-viewing app maker Flixter and game maker Digital Chocolate, which is run by Trip Hawkins, a former marketing lead at Apple who left to start gaming powerhouse Electronics Arts. "We asked for the iPad many times and got nowhere," he said.
That raises the question as to which developers have actually seen their requests for an iPad met by Apple. BusinessWeek offers no answers to this end, but cites a chief executive of a company that manages relationships with third-party developers as suggesting the company is choosing top software publishers who may have otherwise been hesitant to embrace the App Store ecosystem.
Comments
Apple is doing this exactly right. We need to be secret so that nobody knows.
Especially those making software for it.
It is kind of paranoic. And it is only about marketing. But it is undeniable that Apple is genius at their marketing strategy. But I do sometimes ask myself if they overdo this kind of secrecy.
I agree that this is ridiculously silly and paranoid on Apple's part, at this stage in the game. The only issue would be if they were planning to incorporate some brand new feature that we have not known about (low chance of that) which they want to keep secret, but even then, c'mon.....
Grow up, Apple. Stop treating your partners like idiots (even if you risk the occasional leak).
I didn't find anything online about how much the simulator does or does not hold up to the capabilities of the real thing.
Apple is doing this exactly right. We need to be secret so that nobody knows.
:-) Well, they're going to look silly if the product turns out to not be that good.
The article said XCode is "one of the most complete and cutting-edge development environments offered by a modern day high-tech firm" - I would say this is somewhat of an overstatement. It is certainly one of the best dev environments for a mobile device, but when it comes to desktop computer development, both Microsoft's Visual Studio and the open source Eclipse are quicker to learn and easier to use.
I agree that this is ridiculously silly and paranoid on Apple's part, at this stage in the game. The only issue would be if they were planning to incorporate some brand new feature that we have not known about (low chance of that) which they want to keep secret, but even then, c'mon.....
Grow up, Apple. Stop treating your partners like idiots (even if you risk the occasional leak).
I disagree. After having all the features of the iPhone copied (the courts are still deciding who really owns the patents), Apple is naturally careful about leaking too much information before delivery.
I'm sure about 20 - 50 major developers have the iPad right now under lock in key, and are probably in the testing phase as we speak. Many have probably just begun submitting their iPad Apps to Apple for approval.
On April 3rd, there will likely be 20 or so great new apps for the iPad, and probably 50 - 100 that are simple and untested. Once every developer has a device for testing, the apps will get ironed out, and we'll see 100-200 new iPad Apps every week.
On May 4th, I predict an Apple event to showcase iOS 4.0, and everything it will bring to the iPhone, iPad, and iPod touch. Release time frame will be by the end of June(29th). New iPhone hardware, "iPhone HD", to arrive that Friday, July 2nd.
Apple has turned exactly into the Big Brother in the 1984 commercial it mocked. Funny how the Karma chameleon rears his head.
I don't see what Apple of 2010 has to do with IBM of 1984.
Apple has turned exactly into the Big Brother in the 1984 commercial it mocked. Funny how the Karma chameleon rears his head.
As someone who is fully aware of the reality of Big Brother, or what it actually translates to in the modern world, I cannot agree that Apple is there yet. I see a long slow move in that direction, and their support of Al Gore is nothing short of embarrassingly idiotic, but I believe its more of an image thing than a "control the world" thing. 40 billion in cash isn't enough to control anything these days. The international banks that are hoarding US taxpayer money are slightly bigger concern for the every day American.
Apple has been burned too many times by corporate opportunists (like Schmidt.) Can't really say I blame them. There will still be thousands of developers by April. In fact, if anything, this will attract even more developers. Apple is sending a clear message about just how important a device this is.
But surely the major devs, such as Microsoft, who would have the resources to copy the iPad, would have received one? They are giving it to their worst enemies and then demanding they don't share, which is a bit moot by that point.
Edit: or maybe that's the point. To get all the people who are capable of copying it, signing these 10 page contracts up front? Very clever if there are later legal disputes.
Are they going to ship it with extra features they haven't announced and surprise us? Curious.
The article said XCode is "one of the most complete and cutting-edge development environments offered by a modern day high-tech firm" - I would say this is somewhat of an overstatement. It is certainly one of the best dev environments for a mobile device, but when it comes to desktop computer development, both Microsoft's Visual Studio and the open source Eclipse are quicker to learn and easier to use.
XCode has come a long way since iPhone developers came on board. I've been noticing a lot of little tweaks in the last year (and even the latest beta) that are really making it compete nicely with the environments you mentioned. Hence the arguable statement makes sense to me, but only over the past two years.
Umm, we KNOW what the iPad looks like; it's been announced and photos are on Apple's site. So why all the secrecy?
Are they going to ship it with extra features they haven't announced and surprise us? Curious.
No, they won't. This is just typical Apple secrecy. If you remember, there was literally NO ONE outside of Apple that had their hands on iPhone before 6 PM EST on June 29, 2007.
Apple has turned exactly into the Big Brother in the 1984 commercial it mocked. Funny how the Karma chameleon rears his head.
That is right....When MicroSoft stole their secrets in 1990's, Steve Jobs got wise...That is survival my friend...