Seemingly overnight the Information Superhighway (does anyone call it that anymore?) became littered with potholes. In the last week Apple sold nearly 500,000 iPads, none of which support key technologies that we have come to rely on, including Adobe Flash, Windows Media and others. (Adobe and Microsoft are Edelman clients.)

For the last week I have been using my iPad as my primary device. I enjoy the slate format and think it’s the next big thing for computing – one that will see lots of winners. Unfortunately, this comes at a cost. I don’t get to experience the web like I used to, but a version of it that only Apple approves of – one that’s peppered with potholes that turns it into the swiss cheese web. The above image is what our own web site looks like on the iPad, which proudly uses Flash for certain features.

This poses a challenge for Web developers – one that Josh Bernoff so eloquently details on his post on the “Splinternet.” Should one develop the most robust experience using the best technologies on the market or should they kowtow to Apple’s vision for the Internet? Tough call.

In the end we believe that marketers should develop for the masses – the common denominator that unites the broadest universe of consumers. Right now, that’s desktop browsers with plug-ins. However, if developers need to start coding different versions of their site for different platforms, then we have trouble ahead. Standards are what made the web become a mass consumer medium.

Edelman Digital calls on Apple and all companies to support consumer choice – to allow consumers to have the same experience they are accustomed to on the desktop. Where once mobile devices were not powerful enough to run rich media technologies, that’s no longer the case. Why ban Flash and WMVs yet support Quicktime and PDF – two other standards. It makes no sense.

The Swiss Cheese Web ain’t the real web. At minimum Apple and others need to convey this up front (a disclaimer in their ads would be a nice start). However, it is our hope that they will open more and embrace the same standards that have allowed online innovation to blossom.

This entry was posted on Tuesday, April 13th, 2010 at 4:53 am and is filed under Home Page, Perspectives. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.