Connect
To Top

YouTube uses Apple’s playbook to launch mobile re-design

YouTube seems to have gotten tired of waiting for Apple to update their application on the iPhone and iPad and taken matters into their own hands. They just launched a redesign of the YouTube mobile site with a promotional video highlighting a number of new features that you would normally find on the non-mobile version of the site. The interesting thing is that they did it by taking a page from Apple’s product launch playbook and snubbed them while doing it.

Steve Jobs has always loved the technique of ‘let’s put someone down without naming names or coming right out and say what we are doing’. He lets you fill in the blanks but he does it in a way that we all know exactly who he is talking about. Google follows this technique to near perfection with the launch of their new mobile site and they started right out of the gate with the video description that echos my first thought and reads “As we make improvements to YouTube.com, you’ll see them quickly follow on the mobile website, unlike native apps which are not updated as frequently.”. From there you see a few other interesting details when you watch the video.

The first detail is that the video starts by showing the new site on an iPhone and it does it by launching Safari instead of the pre-installed YouTube application that is clearly visible in the upper left hand corner. For me this was so reminiscent of the iPad launch when Steve Jobs pulled up the New York Times web page with that large blue Lego symbol showing it could run Flash. Every second of his presentations are choreographed to the smallest detail and that was done to make a point without him having to say the obvious. The video ends by showing you how easy it is to replace the YouTube application with a Home Screen bookmark that will let you easily launch the site just like the application – only better.

More than the implied slight to Apple I think this is an important development because it’s the first major brand and content provider I have seen take a stand against the mobile applications with their slow and restrictive approval systems. The message is clear that YouTube wants you to ditch their application all together and go to the mobile web instead. I wonder how long it ill be until Steve Jobs announces that the bloated and closed system that YouTube runs goes against the peace loving Apple universe and must be destroyed.

You must be logged in to post a comment Login

Leave a Reply

More in Digital culture

Creative Director, Designer, Brand Builder, Speaker, Podcaster, Crazy One. As a designer, I have 20+ years experience creating the strategy, concepts, and designs for award-winning integrated global advertising campaigns, building multiple global Fortune 500 brands and creating innovative digital experiences. As a leader, I have 15+ years transforming agency and client-side teams using a mix of creativity, business strategy, process and political skill to create innovative, world-class work and cultures that change industries and companies. My clients have included American Airlines, W Hotels, Disney, Citi, ExxonMobil, Acura, Old Navy, Nationwide Insurance, Verizon, Subaru and many others. My work has received over 150 international awards, my app designs have been named as one of the World’s 100 Greatest Apps, Apple has featured my work in 9 keynotes, 4 TV commercials and more.

Follow Me On Instagram

 Spending a lot of time away from home lately so looking forward to getting home tomorrow to see these two crazy ones. #NationalPuppyDay #pugs #pugsofinstagram #pug #puglife  Brunch with @thechiclibrary before I hit the road again #chic #tomford @blackscale #blackscale @tomford #brunch #fashion  I always love the unwritten rule in Barcelona where you can create street art on doors and shutters but not the actual buildings. #streetartbarcelona #barcelona #streetartofficial #streetart #streetartist  Another preview of our commission from @tristaneaton and based on the 'crazy' in letterpress type and archery target you should know this is my side of the piece. #tristaneaton #tristaneatonart #tristaneatonmural #streetart #streetartist #streetartofficial  No caption does this justice because @tristaneaton is an absolutely brilliant artist. @thechiclibrary and I each gave him a list of what we love and inspires us which he used to create this massive 8' x 4' painting that he is finishing today. It can't get here fast enough. #streetartofficial #streetart #streetartist #tristaneaton #tristaneatonart #tristaneatonmural #commission #modernart #mural
 Another preview of our @tristaneaton commission. Full photos coming soon #tristaneaton #tristaneatonart #tristaneatonmural #streetart #streetartist #streetartofficial  The @obeygiant globe is a limited edition replica of the one which hung from the Eiffel Tower last year and was made by the worlds oldest globe maker. #galerieitinerrance #streetartparis #streetart #streetartist #shepardfairey #obeygiant #obey @galerie_itinerrance  My kind of street art from the Gothic Quarter in Barcelona #streetart #streetartist #streetartofficial #barcelona #streetartbarcelona #hola #skull  Our abdominal snow Pug loves the weather and the 16" of snow at our house north of NYC which feels more like north of the wall today. #pug #pugs #pugsofinstagram #nyc #westchester #snow #northofthewall  For those who asked about where to find the @invaderwashere is at @picassomuseum - remember it's an old piece before he got his style down so maybe look down at the last doorway on the south end of the museum. #streetart #streetartist #streetartofficial #streetartbarcelona #spaceinvader #invader #invaderwalls
 More in love with our @obeygiant from @galerie_itinerrance more every day. #streerart #shepardfairey #shepardfaireyart #shepardfaireyobey #streetartist #globe #earthcrisis  Feels a bit like Xmas today as our Earth Chrisis @obeygiant pieces and more showed up from @galerie_itinerrance in Paris. #obeygiant #obey #shepardfairey #streetartist #streetart #streetartparis #galerieitinerrance  Briefcase 2.0 thanks to @louisvuitton Avenue champ de Elysees #apolloalldaybag #louisvuitton #louisvuittonmonogram #monogrameclipse #lv #design #creativedirector  Thanks to @quiccs for the new addition to the collection - a black Forbidden TEQ63. It's the perfect middle size between my two @huckgee TEQ Skullheads. #quiccs #urbanvinyl #huckgee #huckgeeskullhead #dunny #skullhead  Barcelona street art public service announcements #streetart #streetartist #streetartofficial #streetartbarcelona

Copyright © 2015 Stephen Gates