Apple to Launch Social Networks for Music and Games — What Are Its Bigger Social Ambitions?

As part of a series of announcements today at a press event in San Francisco, Apple made clear that it is planning to build its own social networking features. But how big are its social aspirations? The new version of Apple’s iOS software, 4.1, is due out next week, and it will include the Game Center, a social network service designed specifically for mobile games. That’s been in the works for awhile, and is relatively simple — more surprising is Ping, Apple’s new music social network, designed for iTunes.

Both are analogous to other hardware-based services that have been on the market for years, not social networking sites. But it’s easy to wonder where Facebook is in all of this given Apple’s new social focus — that is, besides the subtle Facebook integration into the new music service. Up through last January, Facebook was getting a lot of attention from Apple, appearing as example services during stage presentations, and consistently reaching the top of the iTunes App Store charts. The trend had been building for a while, as we noted last December.

Is Apple looking to build its own social platform now? Aside from a simple integration in Ping, Facebook is absent in these latest launches, as are all other third party social networking services, like Twitter or MySpace. Here’s a closer look at what Apple is launching, what the moves indicate about its plans for the future, and how Faceboook could be an ally or a competitor.

Game Center: Sort of Social

First up is Apple’s Game Center, a new iOS app and API that lets you play games with friends and strangers, and lets developers add integrated social features to their games. Somewhat similar to Xbox Live, or third-party social platforms like Scoreloop, Aurora Feint and Ngmoco’s Plus, it includes basic features like leaderboards and achievements. While Apple didn’t go into much more detail today on how exactly the social features will work, previous reports indicate that the app will let users sign in with their Apple IDs (what you use for iTunes, etc.), create and identify each other by nickname, send person-to-person notifications and a way to “Find Me by Email” — meaning email invites and requests about games, potentially. It also includes a matching service to let find non-friends to play, and to create multiplayer games.

We’re waiting to see just how social the Game Center gets. If Apple can effectively tie in its identity system and invites, it could spur more people to share games with friends, and gain traction. If it’s too hard to use, or doesn’t make identity meaningful and easy, it could just stay a relatively peripheral, contained system like Xbox Live’s social features — and not become a significant new social platform feature for third parties. So far, Apple seems more focused on traditional-style games, as it showed off Epic Games’ new title Project Sword on stage, but nothing else. Previously, though, it has shown off iOS social titles like Zynga’s FarmVille for the iPad.

Apple ID is not currently a comparable service to Facebook, in that there’s no central site interface, network of real-life friends, or set of communication channels along the lines of what Facebook has. For games, Apple seems to be taking a conservative approach to making iOS games more social, not more heavily integrating phone contacts or even Facebook integration, as many iOS games have themselves done while it sees how the concept performs with users.

Ping: More Social, But Still Limited

Even more interesting is previously-rumored Apple’s music social network, Ping. The company framed it as a more music-focused alternative to Facebook and Twitter, in those words. The more direct assault is on MySpace, though, including MySpace Music, and its iLike applications on Facebook. Available for iTunes 10 today, it has all the features of a music social network, reminiscent of third-party social plugins for iTunes that have been out for years, and offered by iLike and others.