At the time of the event, which was held in the auditorium of the Chicago comprehensive high schools, Apple has announced its intention to introduce budget devices and programs, aimed at winning market share secondary education.
The company will introduce a new 9.7-inch iPad-compatible stylus Apple Pencil, which previously worked only with costly iPad Pro. Last year, Apple significantly lowered the price for schools on a budget tablet to $299, which is $30 less than the retail price. Apple also announced the release of stylus Logitech (a Swiss company that produces accessories for computers) costs $49, which can be an alternative to Apple Pencil for $99.
Apple has lost control of the market for educational technology for students from preparatory through graduate school. According to a report by Futuresource Consulting (UK) selling their research of the market of Apple and other companies for the production of software in 2012, Apple sold 52% of all mobile computer devices primary and secondary schools in the United States. But last year, Apple has captured only 15% of this market. Chromebooks the Samsung and Acer, like other manufacturers, are now major players on the market with a coverage of 58% over the past year. Technique Windows is in second place with 22%.
Futuresource did not disclose the volume of the market of educational technologies for pre-school and school, but their studies show that spending schools for all information technology products, including hardware, software, information technology services and testing, has reached $18 billion in 2017.
Why the popularity of Apple went into decline? There are four reasons: Apple devices are two times more expensive than their competitors, their batteries run out faster, the iPad has no keyboard, which is required by teachers for writing assignments, and basic Apple software is stored mostly not in the cloud. For comparison, students working with chromocene in the cloud, you can use any device to access their work, and administrators can make system changes from your personal account on the same computer. And chromebooks are sold for only $149.
At the event in Chicago Apple announced a few new educational apps. The company is to introduce a tool called Schoolwork, which will allow teachers to distribute digital materials to students, including notes, PDF files and links to websites. The main advantage of the Schoolwork is the privacy. Only teachers can see the student. But Google also promises privacy of students, and it is unclear whether Apple is more secure in this regard. Schoolwork will be available in June. Apple also updates its text editor application Pages, which will allow teachers and students to work together to create albums using hand-written notes, photos, videos and pictures on a pre-established pattern.
Greg Joswick, Vice President of worldwide marketing, said that Apple will introduce a tool called Smart Annotation, which will allow teachers to grade papers, while students take notes. This tool is a direct challenge to Google, whose popular Google Docs allows teachers and students to work together in real-time. Just five years ago it seemed that Apple was on the verge of total domination in the school classrooms of America. In 2013, the company signed a deal worth $1.3 billion with the second largest school district in the country — unified school district of Los Angeles is selling about 700,000 iPads with pre-loaded schedule created by the publisher Pearson textbooks. The cost per iPad is $768.
But the situation worsened after the County accused Pearson in providing a defective product with technical problems (Pearson defended its product). Teachers have little training in the use of devices. The result unified school district Los Angeles destroyed the program and demanded compensation. Two payments under the agreement Pearson reimbursed the district $6.4 million, Apple paid $4.2 million
Google and Microsoft had no such problems.
What are the chances of Apple to regain dominance in the educational market of the United States? “iPad is a beautiful device with big problems, says Rob Waldron, CEO of Curriculum Associates, the Boston company, software training, whose online products are 15% of the students up to eighth grade in secondary schools of the United States. — Then there chromebook and decided a lot of problems for a small price, and people he really liked. That will force them to change their minds and choose Apple?”
Translation Of Anastasia Erastova