Nike’s iOS-first mobile strategy
Right now, we’re focused on iOS and the web
I think this hits upon a continuing trend. If your app is targeting up market North Americans, then you’ll be looking to an iOS-first mobile strategy if you want to maximize share and minimize development costs. If you’re more concerned with maximizing share, then adding mobile web support is a great way to cover off Android and the slightly long tail of other mobile platforms with a single development effort (assuming native features aren’t a requirement). Nike is not alone in adopting this strategy. Although worldwide Android marketshare numbers continue to impress, I think it’s primarily the usage numbers which drive a decision like this.
In other words, the share of people using devices for connected activities, favors iOS, so that’s where app developers tend to focus first.