There are two types of software and hardware companies in the world; those who are effective in the channel and those who aren't. Apple, I would say, belongs to the latter group. Moreover, I would say that apple has thrived precisely because it has avoided the channel and taken its message and products directly to the consumer, consequently, building one of the world's most recognized brands. But, can Apple effectively play in the IT channel? Does it need to?
Not long ago, Apple had the image of great computer for students, teachers, and graphic artists, but that was pretty much it. Today, I walk into board rooms of the biggest tech companies in the world and Apple products are everywhere, including mobile devices that magically have replaced Blackberries. Apple today is a world recognized brand, known for its quality hardware, stable software, and near cult like following of its fans. Hey, I'm writing this blog on an Apple device.
The point to remember is that Apple went from educational and graphics device of choice to computer used by techies and executives, and, with the iPhone and the iPad, iOS devices have proliferated to the point where mobile device management and BYOD are now serious threats (for end users) and opportunities (for MSPs). And, Apple got to this point without a channel! Te question then becomes, does Apple need a channel moving forward? I don't think so.
Apple's brand has carried the company into the large enterprise and into the SMB alike, with widespread reports of businesses asking their MSPs if they can add Apple products to their managed services agreements. Who needs a channel when you have end users requesting the devices be managed? Apple has done what many other hardware/software vendors dream of doing but cannot: taking their message direct to the customer. In some cases, vendors who do have well recognized brands by the end users, still are experiencing difficulty in extracting themselves from the IT channel. Apple, who has never known the challenges of running a channel, is in the unique position of being able to build and launch products that have mass appeal to both consumers and business users alike, just by launching a TV commercial or making an announcement to the media. Apple does not need the IT channel...except for one, important purpose.
Apple does need to remain knowledgable of how its products are being used by MSPs if it wants to continue building great features that are useful to businesses. MSPs offer tremendous insight into businesses of all sizes and the insight is unique in that it represents the aggregate of customers managed by the MSP. Meaning, by talking to one MSP, Apple could learn about hundreds of managed customers and the type of features they need, the management features desired by the MSP, and vulnerabilities that make IT security and management more difficult.
Apple does not need the IT channel, but it does need to be aware of it, and most importantly, it should never discount or ignore the MSP channel. There is simply too much knowledge there to ignore.
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