Apple Equals No Flash, Ever, So What Now?

Today at Apple’s iPhone OS 4 announcement, there was the predictable and laughable lack of Flash inclusion once again for the fourth-gen OS.  Though Apple’s new iAd mobile advertising platform will be based on HTML5, where does it leave the rest of the ad-world who does use the seemingly ubiquitous technology? After the event, during …   Read More

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Apple Equals No Flash, Ever, So What NowToday at Apple’s iPhone OS 4 announcement, there was the predictable and laughable lack of Flash inclusion once again for the fourth-gen OS.  Though Apple’s new iAd mobile advertising platform will be based on HTML5, where does it leave the rest of the ad-world who does use the seemingly ubiquitous technology?

After the event, during the Q&A portion, Steve Jobs was asked yet again about any future plans regarding Flash — even just in iAds — in which he promptly replied “no.”  It’s now clear that Apple will never use Flash, opting instead for a life of HTML5.  While I’m not saying there’s something wrong with HTML5 from an ad-unit point of view, it’s the simple fact that Flash is used in an astonishingly large amount of ad creative already in use from a brand’s inventory.

Now, when advertisers choose to adapt to the iAd platform for distribution, they’ll have to completely re-work their Flash-based ad-inventory instead of simply using the tried-and-true ad-units they already have.  What’s the solution?

I think with Apple’s long-term blockage of anything Flash, we’ll see an uprising of Flash-based transcoding to allow the same experiences Flash provides, but scaled to adapt to iPhones, iPod touches and iPads.  Greystripe has already made waves with its “iFlash” proprietary transcoding methods, and I think similar methods and fixes will be in the works very soon.  That is if Apple doesn’t block those moves as well, which is a strong possibility.

The CEO of Bluestreak Technology, the 2nd largest provider of embedded Flash solutions in the world, was readily anticipating any announcements from Apple this morning as well, and had this to say regarding its lack of Flash;

“From multi-tasking to folders, the new functionality Apple previewed for the upcoming version of the 4.0 OS addresses many of the features loyal iPhone users have demanded since the device’s launch,” said Dominique Jodoin, President and CEO of Bluestreak Technology.  “Glaringly absent, however, is support for Flash, a feature which, surveys indicate, consistently remains one of the top items consumers would like to have on the next generation of iPhones.  Flash is used on over 85% of the top 100 websites and 75% of all web videos.  Until the iPhone supports Flash technology, like most other wireless devices do, and, specifically, many competitive Android-powered devices, it will never offer a complete data services experience to consumers.”

Couldn’t have said it better myself.  What do you think? What is your answer to the lack-of-Flash problem?  Do you see other solutions besides Flash-based transcoding and work-arounds?

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10 comments

  1. CAAS

    And with HTML5 web designers are able to do more and more with a more streamlined and faster loading code. Flash is not as important as many people think, you can still get animation and video without it.

  2. Chris

    Flash may be used on “over 85% of the top 100 websites”, but it is mostly used to deliver advertising. Most users would not miss it if it were gone.

    There are of course sites that rely heavily on Flash – bandwidth-heavy brochure sites, for example. The high-spending tech-savvy Apple users will have to do without these – until the companies in question realise that their sites are unusable by large swathes of their target audience and ask their design agencies to build the next version in HTML 5.

  3. Leonardo

    Flash indeed important technology. Due to this technology publicity банеры does not look so boring as before. That and sites using technology of Flash look on an order better

  4. Peter

    I’m actually a supporter of Microsoft’s Silverlight because of the SEO compatibility among other features, but Flash obviously has the majority of the interactive content market. It’s utterly ridiculous that any company with the goal of creating a loyal following would neglect to develop it’s product with the utmost compatibility. When customers realize that they don’t get full browsing capability, they’re going to dump the product and get something that feeds their needs, enter new startup company.

  5. Background Check Miami

    Neglecting Flash, is neglecting 1 third of the webs content.. it makes web surfing look like walking the streets with one eye closed and wearing shades.. nonses..

  6. Greystripe CEO Responds To iAd Announcement; “Raises More Questions Than Answers” | Mobile Marketting Vehicles

    […] since Apple’s iAd announcement yesterday, many have questioned whether the lack of Flash is going to dilute the effectiveness and long-term viability of the platform, and what it means for […]

  7. Greystripe CEO Responds To iAd Announcement; “Raises More Questions Than Answers” : Mobile Marketing Watch - The Pulse Of The Mobile Marketing Community

    […] since Apple’s iAd announcement yesterday, many have questioned whether the lack of Flash is going to dilute the effectiveness and long-term viability of the platform, and what it means for […]

  8. Joey

    I guess we can wait for Google or some other geniuses to come up with a similar device that utilizes flash…it’s not really rocket science. Hej Google, Motorola, Nokia, Sony, HP, RIM, someone in their garage, anyone; get with it, let’s put these egos at Apple where they belong! Get into the game! All the thing is is an upsized iPhone. Go Flash!

  9. Joey

    I will never by Ipad undil it includes flash even though I am sure I am in the minority! This seems like just another move by Apple to restrict market opportunity and it also appears to be another major blunder by them similar to trying to sell Hardware in the early days and keeping thier SW proprietary; they coulda been huge as the commercial says! Ha! You can only laugh at the dopes at Apple for being so outragishly egotistical as usual!

  10. Jacob

    Easy. I have an Ipad. It doesn’t have Flash and browsing sucks without it. I can’t go to half the sites I normally do. That’s when I put down my Ipad and pick up my 12″ laptop.

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