Nike’s iOS-first mobile strategy

http://mobile.theverge.com/2013/2/11/3976734/nike-not-working-on-fuelband-android-app

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.