Gartner Research

Market Trends: Apple's Effect on Consumer Apps Ecosystems, Worldwide, 2013

Published: 21 June 2013

ID: G00253101

Analyst(s): Brian Blau, Shalini Verma


Consumers increasingly want to use their apps on multiple devices and operating systems. This is prompting Apple and other consumer ecosystems to use different approaches to horizontalization. Consumer ecosystems providers should create differentiated ecosystems of third-party apps.

Table Of Contents


Market Trend

  • The Market Is Using Horizontalization as a Competitive Advantage
    • Horizontalization Will Dissolve Platform Boundaries and Devalue Closed Ecosystems, Giving Large Horizontal Consumer Ecosystems the Ability to Compete With Apple
    • Closed Ecosystems May Adopt a More Horizontal Approach for Some Services, Challenging Apps Providers That Rely on Horizontalization, but Which Offer Little Differentiation
    • Some Apps Providers Will Choose Value Creation and Build Deeper Partnerships With Apple for Creating Best-in-Class Experiences as a way of Circumventing Horizontalization
    • Consumer Ecosystems Providers May Choose End-to-End Strategies and Rapidly Recruit Talent for Their Services, Leading to a Race for Acquiring Specific Talent in the Market

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