Apple 'Invites' Proves Why the Company Needs to Launch More Apps on Android

There's a brand new Apple app in town: Apple Invites gives you everything you need to organize a get-together, from picking a guest list beforehand, to sharing photos and videos of the event afterwards. While you need to be a paying iCloud subscriber to create events, anyone can respond to and interact with them—but predictably, there's no native Android app. And I think that's something Apple needs to look at.

Admittedly, Android users aren't left out of the Apple Invites party altogether, but they have to put up with a slower and less capable web-based interface in their mobile browser—an option a lot of iOS apps go for, rather than developing an actual Android version. You can't view photos and videos without an iCloud account; adding events to your Google Calendar is a clunky process; and, of course, you have to navigate back to the right webpage whenever you want to check up on the event.

Apple has been ignoring Android for a long time—its only Android apps are a rather sluggish Apple Music app, a tool for detecting unauthorized trackers, and an app for switching from Android to iOS—but the launch of an event-planning app really drives home the drawbacks of this approach. Apple Invite is great for organizing events, as long as everyone who's coming has an iPhone.

We know why Apple does this: It's a matter of public record that Apple wants users locked into its ecosystem, rather than—horror of horrors—switching to Android. Having trouble sending photos and videos to an elderly parent who's not on iOS? Don't stress about it, just buy them an iPhone—that's Tim Cook's advice (to be fair, since the Apple CEO made those remarks, Apple's Messages app has added RCS support).

Apple wants there to be friction between iOS and Android, so that iPhone users stay where they are. And while you could argue its approach to messaging is working at stopping people switching (at least in the U.S.—the rest of the world has moved to WhatsApp), would there really be a mass exodus to Google's mobile operating system if Apple Invites for Android was introduced?

What if Apple embraced Android?

I can at least get Apple Music on Android. Credit: Lifehacker

I actually like Apple's hardware and software a lot—I'm a big Apple Music fan—but at this stage in the Apple vs. Google battle, I think it's doing Apple's apps more harm than good to keep them locked away on iOS. Apple sells an awful lot of iPhones of course, so perhaps its exec team don't need my business strategy advice, but the tech landscape is more cross-platform and service-driven than ever before.

Take Apple TV Plus for example, which I subscribe to: Apple has thankfully pushed out an app for Google TV, but there's still no Android app (you can access it through Chrome on Android, but as with Apple Invites, it's not a brilliant experience). Surely an Android app would gain Apple more subscribers, without tempting too many iPhone owners to suddenly switch over to the rival platform?

Then we have FaceTime: Available on Android, technically speaking, but you need to follow a link through a web browser to get connected. (Sound familiar?) Okay, it's not going to take you long to follow that link—but in terms of convenience, notification management, interacting with other apps, and so on, a native FaceTime app for Android would be a whole lot better.

Apple Photos is another example of an app that works well on Apple devices and not very well anywhere else: It boasts nicely done features for sharing snaps and videos with family and friends, as long as none of those people have the temerity to invest in an Android phone. Google Photos, by comparison, is super-simple on any device.

We know Apple is pushing its digital services as smartphone sales stagnate, but Android users aren't going to invest in an Apple TV+ or iCloud subscription if they have to go through Chrome to get at all the features on offer. Google has gone completely the other way: All its apps are available on iOS, and are usually more popular than the Apple alternatives.

As a tech journalist who has to jump between devices and platforms all the time, one of the main reasons I mostly stick to Android when it comes to phones is that I can get at all of my apps everywhere. Only making a native Apple Invites app available for iOS isn't going to make me switch to the iPhone—but if there was a native Android app available, I might actually use it.

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