I've heard "marshmallow," "marmalade" and everything in between, but this is the only thing I know for sure: Even if it might resonate with app developers, it is highly unlikely the "M" in Google's upcoming Android M operating system will stand for "monetization."
Sometimes, like many other men trying to dress to impress, I will stand before my wife--or even one of my children--with two different ties. "Which one do you like better: this one or this one?" I'll ask, giving them a choice between colors, patterns, or often both. Depending on the nature of the meeting I'm going to, I may follow up with questions like, "Which one says 'knowledgeable' or 'creative' to you?"
When you're the third choice--and a distant third choice at that--the only option you have is to be the best third choice imaginable. That, in essence, is what Microsoft proved with the latest plank in its "universal app" strategy.
Of course, I expected the recent launch of the Apple Watch to be a big day for developers. I knew many of them would try to make good use of the product's availability as an opportunity to introduce new apps and games. Rather than a major step forward into the future of technology, however, the whole thing took me back more than a decade into technology's past.
I don't get a lot of email from Apple, and I'm perfectly fine with that. On the other hand, I probably pay more attention to messages from the company behind iOS than the many other firms that somehow managed to acquire my address. That means Apple has the potential to influence my behavior as a consumer, so when it chooses to use that power to help independent developers, I pay particular attention.
Sometimes developers are guilty of doing "over-apping." That is, instead of getting consumers right into the experience that will bring them the most fun, productivity or fulfillment, they give them the mobile equivalent of too many appetizers.
Who exactly is supposed to watch this "Guided Tour" video that Apple has made for the Apple Watch, and when? If it's consumers, presumably the video would serve as a sort of multimedia owner's manual, though it might help to demonstrate how to properly recharge it. If it's to help media outlets explain the device, four minutes and 45 seconds is a little too long. And if app developers are the intended audience, there are really less than a handful of things you really need to think about.
It might not be too long before developers come to define ASO as not standing for "app store optimization" but "a scary outcome." At least, that was one of the takeaways from a story on Cult of Mac, where developer Graham Bower writes about a decision he made to change the name of his app to include some potentially useful keywords. When he later wanted to change it back, the original name of his app was gone.
As much as it would be helpful, there is no guaranteed owner's manual to running an app development business, but if there were, a title like "How I Got 2.3 Million Downloads (Without Spending A Cent On Marketing)" would work quite well. Instead, the recent post on Medium by Stuart Hall offers the kind of crash course that puts most universities and part-time courses in iOS or Android development to shame.
For a lot of app developers, the word "explicit" may not come up a lot unless you're referring to some of the more violent content you see in certain mobile games. Apple, however, wants to make it a much bigger part of their vocabulary.