もちろんアップルは検索を手がけるはずだ

• Of Course Apple Is Going to Do Search. - John Battelle's Searchblog (June 2, 2010 John Battelle)

Now, think of AppWorld. Where's the signal? Short answer is, we don't have one. Yet.

The beauty of the link was that it became a proxy for engagement. It was where consumers were declaring their intent - signaling what they wanted from the web. That signal became the basis for a massive marketing economy. Google ascended. And content models were turned upside down (much to my delight at FM, I will admit).

So then, what is the proxy for engagement in AppWorld? Before you argue that "we don't need one," let's not forget Jobs' stated goal of getting into advertising so as to give his legions of developers a business model, to reward them for creating value on Apple's platform. That's the whole reason he's creating iAds, he declared last night.
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