The Swiss Cheese Web Ain’t The Web
Seemingly overnight the Information Superhighway (does anyone call it that anymore?) became littered with potholes. In the last week Apple sold nearly 500,000 iPads, none of which support key technologies that we have come to rely on, including Adobe Flash, Windows Media and others. (Adobe and Microsoft are Edelman clients.)
For the last week I have been using my iPad as my primary device. I enjoy the slate format and think it’s the next big thing for computing – one that will see lots of winners. Unfortunately, this comes at a cost. I don’t get to experience the web like I used to, but a version of it that only Apple approves of – one that’s peppered with potholes that turns it into the swiss cheese web. The above image is what our own web site looks like on the iPad, which proudly uses Flash for certain features.
This poses a challenge for Web developers – one that Josh Bernoff so eloquently details on his post on the “Splinternet.” Should one develop the most robust experience using the best technologies on the market or should they kowtow to Apple’s vision for the Internet? Tough call.
In the end we believe that marketers should develop for the masses – the common denominator that unites the broadest universe of consumers. Right now, that’s desktop browsers with plug-ins. However, if developers need to start coding different versions of their site for different platforms, then we have trouble ahead. Standards are what made the web become a mass consumer medium.
Edelman Digital calls on Apple and all companies to support consumer choice – to allow consumers to have the same experience they are accustomed to on the desktop. Where once mobile devices were not powerful enough to run rich media technologies, that’s no longer the case. Why ban Flash and WMVs yet support Quicktime and PDF – two other standards. It makes no sense.
The Swiss Cheese Web ain’t the real web. At minimum Apple and others need to convey this up front (a disclaimer in their ads would be a nice start). However, it is our hope that they will open more and embrace the same standards that have allowed online innovation to blossom.


Comments 13 Comments
That said, I would first disagree that Flash is a standard. Yes it's common, but it's not a standard the way that PDF actually is, since Adobe turned it over. Another way to get similar effects, HTML5, is an actual standard (or at least, will be).
Second, a touch screen is unable to 100% replicate a desktop experience. You can't guarantee the same experience, as you're calling for.
For example, Edelman's site you reference uses a mouseover code that highlights text or pops up a window as I roll my mouse over it. It's a functionality that is only partially available on a touchscreen. Flash has some quirks like that as well and because it's as robust as it is, those quirks could mean a page just wouldn't work on a touchscreen (depending on the features it employed). Enabling Flash might prevent a "swiss cheese web" but that doesn't mean it would necessarily be a more functional web if certain features didn't work, and there was no indication that this was the case.
At least with the swiss-cheese, there's a hole, and you know that it won't work and you're not frustrated and thinking your touch screen lost sensitivity.
As for why Apple should ban Flash from their devices; have you ever used an Adobe product? I have never used a version of Photoshop that hasn't crashed on me multiple times a day, every day. The only software I use that crashes on me more than Photoshop is the Flash plug-in. Do you think average users are going to blame Adobe when the Flash plug-in crashes in Mobile Safari? Do you think the average user even has any concept of what Flash is or who makes it? Apple would be blamed for every single problem the Flash plug-in has. Why would they do that to themselves?
I've been a web developer for 10 years and the only day that made me more professionally happy than when Google announced they were dropping support for IE6, was when Apple announced they wouldn't be putting Flash on the iPhone.
The iPhone and iPad are fundamentally different computing devices than Macs or PCs. They are closed systems (the merit of which is not what I'm debating here) and therefore Apple must decide what to allow into those systems. On an open system _you_ decide. If you don't like the Flash plug-in you can remove it or install a plug-in that blocks it. But there would be nothing like that on the iPhone or iPad, so Apple made the right decision to bar Flash lest it affect their closed system.
And that's if you look at it from just a technical standpoint. If you look at it from an ideological standpoint, Apple was right ten times over. Flash is a veritable pox on the Internet. It breaks EVERYTHING. It breaks the tab chain, it overrides system keyboard shortcuts when Flash has focus, it's non-accessible, it's slow to load, it's allowed advertisers to make their ads _even more_ annoying than before, and on and on and on. Just yesterday I went to Adobe's store to check out the prices on CS5. I started reading and tried to scroll down. But my scrollwheel wasn't working. After cleaning it, it still didn't work. It took me a minute to notice that they'd made the whole store in Flash/Flex, and had used Flash scrollbars, which inexplicably don't respond to mousewheel scrolling. I can't remember if I've ever had a single experience with Flash that was anything less than frustrating.
And yes, Flash does lots of things HTML doesn't, but 99.9% of the uses of Flash are for things that CAN be done by HTML. Given that Flash is only necessary 0.1% (and that's being kind) of the time, I would hardly call it a "critical part of a true online experience."
I agree that Apple has stubbed its toe here but it really has maintained it pedigree. And sometimes that is more important. Elitism? Probably. Will Apple get dinged? Probably. But do you see a hero on the horizon to bump them off? I don't.
Why the iPhone didn’t support Flash in 2007
http://www.tipb.com/2010/04/15/iphone-support-flash-2007/
And the discussion mirrors the spirited responses to your post, including:
Comment: "If you’re not using Flash on your site, you’re behind the curve."
Response: "1997 called and they want you as their spokesperson!"
Response: "2 years ago my clients starts to ask 'modern website ,not flash.' yes,i am blessed."
this is Job's response to why they are not using flash: http://www.apple.com/hotnews/thoughts-on-flash/
I think you'll see that his logic is very solid.