Apple is increasing its efforts to position the iPad as a work and business tool, The Wall Street Journal reports. With sales of the iPad having fallen recently, Apple has refocused its efforts on business computing, working with over 40 companies to build business solutions for the iPad. The move echoes last year’s partnership with IBM, but unlike that initiative, this appears to focus more on the small-to-medium business market.
Apple has reportedly involved officials from accounting firms and other partners in the business application program to train Apple business specialists, and has even invited some of its partners to present at a traditionally closed Apple sales conference. The company has also been working closely with its partners, reviewing apps and offering very detailed suggestions for improvements, and pairing up companies to build integrated solutions from complementary apps. Apple has internally referred to the initiative as the “mobility partner program,” although partners have been “discouraged” from using that name publicly. Further, in line with Apple’s typically secretive approach, many partners are still unclear on what their role will be in selling apps. The identities of most of the individual partners also remain undisclosed by Apple except in specific cases, so many partners don’t know who else is involved. Apple’s long-term goal has been described as hoping to sell curated bundles of applications for specific vertical markets, as opposed to simply leaving people to scour the App Store on their own, in turn positioning the iPad as a device that can be focused for specific business needs.