Global CIO: Apple's Next Billion-Dollar Idea: The Enterprise Mobility iCloudGlobal CIO: Apple's Next Billion-Dollar Idea: The Enterprise Mobility iCloud

7) A wildly popular device. Yeah, I think the iPhone qualifies.

In trying to get my arms around this issue, I tapped in to the expertise of my colleague and friend Mitch Wagner, who's incredibly knowledgeable about Apple's products, philosophies, culture, and history. After Mitch heard my premise, he offered two key counterpoints: First, he was skeptical about the iCloud idea because, he said, "enterprises require a level of transparency and partnership from their vendors that Steve Jobs is unwilling to deliver."

A moment later, however, Mitch noted that "Apple fears not changing. The company has transformed itself many times in its history." And he wondered if the secrecy that Jobs requires for Apple to continue creating wildly successful and disruptive products with cult followings will preclude it from ever becoming a player that enterprises can trust and to which they'll commit big budgets?

It's a very good question. And I think the answer will hinge on a few things: first, the size of the opportunity here is enormous—it's not like they'd be altering their focus and culture to be able to sell some servers into some corporate accounts; second, it plays into Apple's accelerating strategy of orchestrating as master developer huge communities made up of wildly different constituents; and third, it gives Apple a new weapon against Google, the company that currently presents the biggest threat to Apple.

I agree with Mitch Wagner's point that "Apple fears not changing." And like all great companies, it has become great by dictating the terms of that change, rather than reacting to innovative moves from competitors. The iCloud could have enormous value for corporate customers and CIOs looking to harness the power and potential of enterprise mobility, and Apple and Jobs can orchestrate the creation of that value and impact without changing who they are and what they primarily do; indeed, this project would enhance their evolving position as a highly disruptive provider of unique services and distributor of high-value IP.

That's why I think the iCloud could be just the sort of change Apple and its mythic CEO need right now to push themselves into the next stage of being insanely great.

*****

Recommended Reading:

--Mary Hayes Weier, information, "How Intrepid Companies Are Getting Their Business Apps Onto Smartphones"

--Jean-Louis Gassee, CBSnews.com, "War In The Valley: Apple vs. Google"

--Brett Arends, The Wall Street Journal, "Despite Profits, Apple Is No Investment Opportunity"