Apple has been wowing the global users with its immersive range of features and the hallmark of innovation with every version of its newest product releases. After the demise of the legendary Steve Jobs in 2011, the company is being managed by the earlier COO Tim Cook. It has turned into a 1 trillion USD enterprise, with its horizons for innovation expanded beyond imagination. With its signature iOS modified for each product and is made compatible with the Apple Watch in the form of the WatchOS or A10X Fusion’s infusion in the iPad Pro, Apple is going places.
During his reign, Steve Jobs had been widely lauded for creating iOS and iTunes. Both of these were deemed revolutionary in terms of innovation. The iOS is being modified by leaps and bounds to cater to the global population’s specific needs through a series of in-depth, research-based upheaval and remodeling, making it more inclusive in terms of facets and performance. With Cook at the helm of Apple, the revolutionizing of products and software will continue in the foreseeable future and drive excellence to create a massive facelift in the history of the company.
What is the newest addition to the already immersive set of features in the iOS 14?
With the latest iOS on the block, Apple has announced an array of hypnotic features that would come as part of the premium offering that is called the iOS 14. One of these features is the Apple Rating, which is believed to change how you provide testimonials and ratings to local businesses and services.
Earlier, Apple Maps relied solely on Yelp and TripAdvisor to review local businesses and display their content, like images. But the newest addition to iOS 14 allows the users to rate a business natively within Apple Maps and add its photos to consolidate the ratings. The rating is integrated with a binary Thumbs Up or Thumbs Down feature instead of a point or star-based gradation system.
The inception of Apple Ratings: the motivation behind the change:
Apple considers the ratings it provides to local services and products to be an innate and fundamental feature by which the users will distinguish the company. Though premier organizations like TripAdvisor and Yelp were tending to the responsibility of rating and reviewing businesses on behalf of Apple, the goliath corporation now finds such reviews and ratings too critical to be outsourced, even to acclaimed partners like Yelp. Apple has understood that its rating and reviews will ideally communicate the brand’s image and provide traction to the brand. Therefore, this feature is too strong to be left in others’ hands and has already been synchronized with the newest iOS.
The robust third-party platforms like Yelp and TripAdvisor are apprehending a massive financial bane reflected in the company’s fortune since Apple is launching its newest rating service. But since the entire rating system is data-driven, it will be quite some time till Apple builds a failsafe rating and reviewing system created by its in-house analytics team that banks on adequate data.
Doing away with fake reviews:
According to the prolific 9to5Mac known for breaking the news and rumors surrounding the exclusive products from Apple, one of the foremost motivations of developing the Apple Rating is to increase its credibility and do away with fake reviews. The company is doing a lot to prevent review fraud and introduce a rating system that strengthens the user’s trust. With an on-device machine learning that narrows down to POI rating opportunities upon identifying the review of a specific brand that has come from someone who visited the same place continually, Apple is doing everything to cut down on rating abuse and prevent fake reviews. Apple is also looking to initiate newer checks that would only accept ratings from the people who have explicitly been present at a local business.
Though Apple’s technological methodology behind its innate rating and review system is yet to be known, it is assumed that it will bank on a significant mass of data to create an infallible review system. With the newest review and rating system bolstered by the brand name behind it, the review economy will get a more avant-garde design that could disrupt the chances of fake reviews getting leverage and compelling users to commit to arbitrary purchases.
Does the review and rating system need revision?
Though there is a growing consciousness amongst the consumers about fake reviews, the awareness is still constricted in terms of its reach. Review fraud is rampant and quite prevalent on significant sellers like Amazon and Google. With millions of annual reviews, these platforms have been quite floundering to curb fake reviews. Though TripAdvisor and Yelp have committed to clearing the entire review-based culture by scouring it for fake reviews, the problem persists at large.
How can the upcoming review system boost the chances of Apple in strengthening its economy?
Google Maps is the focal point of local search and has reached the zenith in functionality and overall popularity. Though Apple is proliferating its map services and has more than a billion users worldwide, it still lags behind Google Maps in terms of overall usage. Therefore, Apple Maps could be an authentic and distinguished local search platform and dislodge Google Maps from its numero uno position by presenting an accurate and fraud-free map-based review system. Apple’s possibility of using multiple signals and tracking to verify the device location and simultaneously engaging OS and hardware data through AI to determine review authenticity is a disruptive change that will bring a windfall in the company’s fortunes.
Is this change indeed disruptive?
The Apple Ratings could be disruptive to the review-economy in the short term as it has the potential to dislodge the reigning organizations by exposing their reviewing systems to be brimming with fake reviews. But it could also be positively ‘disruptive’ and trigger a downright change that forces the mammoths of review and rating services to declutter their inherent systems.