No dilemma, Apple is a hardware company

John Gru­ber of Dar­ing Fire­ball points to this arti­cle at the WSJ: Apple Has an Iden­ti­ty Cri­sis: Is It a Hard­ware Com­pa­ny or a Soft­ware Firm? Gru­ber notes that this dichoto­my has been true every one of Apple’s 37 years.

But I beg to dif­fer. There is no dilem­ma. This has nev­er been true. Back when I used to write about Apple, twen­ty years ago, and today, it is quite clear: Every­thing Apple does is about sell­ing hard­ware. You can set your watch, your rumor mill, and your stock options by this.

If they don’t think it will fur­ther hard­ware sales, they won’t do it.

iTunes Match Airport Wall Wart

Delight­ful name, no?

I would like Apple to build a wall wart1 that con­nects to my iTunes Match account (nee, my iCloud account) to stream music.

It should be very much like an Air­port Express, being wall-wartish, and hav­ing an audio out option, but it should be pur­pose built to con­nect to my music in my Apple ecosys­tem. I would set it up via my Apple i(OS)X device, con­nect to my WiFi, log in to iCloud, save my cre­den­tials, and it would be ready to go.

This mag­ic wart would then let me lis­ten to my music, via iTunes Match, with­out a com­put­er or a copy of iTunes run­ning. I wouldn’t have to plug my iPhone in any­where, or use minutes/battery to stream music. I wouldn’t have to “Start iTunes, Hon­ey, so we can lis­ten to music.” I could still use Remote (or iTunes on OSX?) to skip, pick a playlist, etc.

How sweet would that be?

Real­ly sweet.

Bonus, it would be ready for iRa­dio, or what­ev­er Apple calls their even­tu­al stream­ing music ser­vice.

Yes, I know this is very spe­cif­ic to the Apple ecosys­tem. And it would be fab if Apple would let you con­nect it to Pandora/Rdio/Spotify/whatnot, but Apple would nev­er do that. On the oth­er side, Apple would nev­er allow a third par­ty wall wart to con­nect to iTunes Match, so. I am, in my cir­cum­stances, stuck with Apple. I can live with that.

But I can’t live with­out this thing. Build it, Apple!

  1. wall wart (n): elec­tron­ic nub­bin with plug prongs on the back that you plug into the wall where it sits like a par­a­sitic lump, doing “some­thing.”