Apple‘s success is not a pure coincidence, it has been a combination of time, hardwork and ideas, the result of Apple‘s decision to create its own ecosystem where it can innovate and guarantee a secure path to its evolution and this evolution at the same time has required an enormous sacrifice and dedication, sometimes a sour and sweet one.

Apple has shifted its strategy to where it has paid off, putting more energy into one or another application and letting in the cold others and this is what is happening with Quicktime. In the begining We all used Quicktime as our main media player, but not anymore, Quicktime has grown and transformed/merged itself into the iTunes and there’s not need to used Quicktime as an application, Apple has centered iTunes as the epicenter of all its media strategy, letting Quicktime dies as a brand, I am not saying that the foundations of Quicktime and the technology behind it are dying, not, but Apple hasn‘t done anything to promote Quicktime as a real competition for RealPlayer or Windows Media Player, ’cause all its effort has been placed on iTunes.

I don’t remember the last time I opened Quicktime, everything is done via iTunes and while Wemay see a shiny new Quicktime 10 in the next Snow Leopard, I am totally sure that We won’t see any advantage to have Quicktime and iTunes running as two separated media players, iTunes has completely eaten Quicktime’s candies and this is something Apple planned for years.

We will see Quicktime as the root of iTunes, but as a brand it is totally dead, Apple has failed to move its Quicktime brand out of the PC, there is not such as a Quicktime Compatible sticker in every dvd or tv set as the old days, because iTunes truly represent what Apple failed to achieve with Quicktime, a media player that can trascend outside the PC.

This is something natural in Apple, the launched Firewire, then they let it die, the has Mac OS X and you has never an advertising for Mac OS X showing is features and more, because what Apple has been doing is selling macs to the iPod and iPhone users and it is happy, but We know that Mac OS X and the Mac has more potentials than that and Apple can even sale more macs if people get to know what OS X can do in advance.

Quicktime is a brand of Apple and is used as illustration.

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