This last week, Apple Inc. famous for transforming the computer, music, and mobile industries, held its annual music event where Steve Jobs unveils the newest iPod line-up for the holiday season. I finally got a chance to watch the entire hour and a half keynote, and this year’s really outdid the last one. In addition to unveiling the new iPod line, which includes the FaceTime (video chat) capable iPod Touch, the new multi-touch nano, and a new iPod shuffle, Jobs introduced two new social networking tools.

The new GameCenter app
First he introduced GameCenter, a new feature for the iOS platform (the OS running on the iPhone, iPod Touch, and iPad). Since the iPod touch has become a major portable gaming machine rivaling those of Nintendo and Sony (Playstation), GameCenter will make iOS devices game friendly. Similar to the already popular Xbox Live, GameCenter will allow users to play multiplayer games with friends or complete strangers over WiFi or their 3G connections. Like Xbox Live, GameCenter will match up people with compatible strangers as far away as China, giving gamers a friend to play with when waiting for the bus, or in the doctor’s office. Looking at this as a consumer, I really believe this will become successful very quickly. GameCenter is just another way like minded people from various places and backgrounds can interact. From a competitive edge, Apple also used this new technology to attract more revenue for their immensely successful App Store. GameCenter will allow players to see which games their friends are playing, or suggest other games it thinks they might like, so they can buy these as well. While GameCenter alone is a major change to social networking, that was not all Apple had in store for the social networking universe.

Ping, part of the new iTunes 10
Introducing ‘Ping‘. Like Facebook, Twitter, Buzz and countless other vying social networking apps, Ping is just another place to constantly update your status, monitor your friends, and comment on their posts. There’s just one difference. It’s actually called iTunes Ping, and its ‘a social network for music’. This might explain why Lady Gaga met with Steve Jobs last month. Basically, it allows Artists to create a page on iTunes where they can post messages, pictures, lyrics, and concert dates to countless following fans. Sound simple? It gets more complicated. Users also have the option to follow friends (as well as artists) and be followed by their friends. This way, instead of checking the top 10 charts iTunes provides, you can actually find out which songs your friends are downloading, listening to, or talking about. It even lets you find out which concerts they are attending, so you can go too. Of course, Apple also has a selfish interest in Ping too, they obviously did not spend all this time and money to connect the world with music. Users can recommend songs to their friends, so they can buy them on iTunes (so Apple can make a 60% profit on each song sold).

Google Buzz
Looking at Ping, it just seems like another Buzz (Google’s social networking incentive) and not the next Twitter. The only difference is that celebrities are already using it to advertise for themselves. The other advantage, is that Apple hopes to take advantage of the already 160 million iTunes users, and make them Ping users in just one click. Well, that’s what Google thought when they made Buzz “built right into Gmail, so you don’t have to peck out an entirely new set of friends from scratch“, and assumed everyone going to their inbox to check their mail would immediately start ‘Buzz’ing with their email contacts. But that’s another story, and I could probably write a whole other blog post about why Buzz was a failure, even if Google still refuses to recognize that. What really sets Ping apart though is that it’s targeting a unique community of music enthusiasts, while Facebook, Twitter, and Buzz are designed for the general population. If it does catch on, it will be for the same reasons GameCenter will become a success. It will unite people with common interests. I do not anticipate Ping to become a place where people check regularly like their emails and Facebook accounts. In general, of the 160 million users of iTunes, many probably only use it (like I do) to update their iPods and occasionally download new songs. However, I do anticipate that if it is successful in targeting a specific niche in the market, it can eventually become a significant part of the music community.