Apple’s Secret Cloud Strategy

Michael Robertson, founder and former CEO of MP3.com thinks he knows the secrets behind Apple’s so-called cloud strategy. From TechCrunch:

An upcoming major revision of iTunes will copy each user’s catalog to the net making it available from any browser or net connected ipod/touch/tablet. The Lala upload technology will be bundled into a future iTunes upgrade which will automatically be installed for the 100+ million itunes users with a simple “An upgrade is available…” notification dialog box…

So, Apple will take your music and media catalog and copy it to the cloud so you can play it back anywhere at any time? 

Apple will link the tens of millions of previously sold iPods, Touches, AppleTV and iTablets to mobile iTunes giving users seamless playback of their media from a wide range of Apple branded devices. Since media will be supplied from the user’s personal collection, Apple is freed from the hassles of device and region limitations. iTunes shoppers will be able to continue to buy music and movies as they can now with purchases still being downloaded, but once downloaded they will be automatically loaded to their mobile iTunes area for anywhere access.

I don’t think so.

First, imagine the bandwidth and server requirements to copy and stream thousands of songs each, from tens of millions of iTunes customers worldwide. The internet would screech to a grinding halt.

Second, what advantage is there for me, the user? I already have my music and movies available on desktop Mac (or PC), iPod, and iPhone, and don’t need an internet connection to listen to any of it. If you think AT&T’s service is crappy now, wait until everyone streams music over 3G.

(Steve) Jobs is keenly aware of the digital transition from PC to cloud centric programs and services. It’s imperative Apple lead in this transition or risk ceding leadership in media to others such as Amazon, Real, Microsoft, Yahoo, etc. Lala will help Apple protect their media franchise from encroachment by accelerating their cloud efforts. iTunes users can expect mobile iTunes in 2010.

Funny. I thought my iTunes media was already mobile. It’s with me wherever I go. This idea is brain dead from the start. Apple has something else in mind.