Apple has applied to trademark that expression. Even if they hadn’t it always reminds you of them. They made having thousands of apps available for you to buy and install on your phone something we all thought was very important. They made it so important that all their competitors had to copy them. Google, Microsoft and RIM (BlackBerry) now tout the thousands of apps you can choose from. Of course the reality is that for most of us, having thousands of apps to choose from is nice but we are never going to actually buy thousands of apps. I have about 40 apps on my iPhone. I used to have a few more that my kids had downloaded but most went unused and I managed to purge them from my phone. When I do buy a new app, I tend to buy from the top 25 list. Only rarely will I seek out an app not amongst that list. Now I’m sure the apps I need differ from the apps most students want. Indeed my daughter has games that leave me cold. Even then she has no more than 100 apps. So, by my calculations, less than 1% of the apps for sale actually get a big market. Put another way, the vast majority of apps get no audience whatsoever. Today’s app developers are like the Victorian prospectors in search of gold. They’ll invest in a piece of land in the hope that they’ll strike it rich. Most of course don’t. So when you think about it, all the app choice message that Apple started is effectively just marketing. They want us to believe that we should buy their phone because somewhere out there is an app we don’t know about that we might need. Truth is the universe of apps we really need is really small, maybe a 1000 at the most. I don’t blame Apple for taking this path. They are, after all, protecting the market they created. But sooner or later, two things will happen:
1. All the phones will be able to offer all the apps you want
2. Consumers will realize that they don’t really need hundreds of thousands of crappy apps. Instead a few hundred good ones will do very nicely.
Until that happens, the app war will continue and we’ll all wonder if there is an app out there that would make our day that bit better.