In a cunning move to pull customers away from the iPhone, Microsoft has launched an Xbox LIVE app onto the Apple App Store. Xbox LIVE is currently one of the best features of Windows Phone, and a feature that allows Windows Phone owners to connect their smartphones up to their favourite games console.
But Microsoft is not sacrificing one of their best features just for the sake of some App Store sales – the Xbox for iPhone app is available for free. The app is instead intended to show the many Xbox owning iPhone users what they are missing by not owning a Windows Phone.
The app, known as My Xbox LIVE, allows users to connect with their Xbox and edit their profile and avatar. They can also add new friends and compare achievements with other Xbox players. The app stops short of providing the sort of functionality available on Windows Phone. iPhone users cannot interact with the content on their console, play games or purchase content from the Xbox store.
In fact, the My Xbox LIVE app is fairly useless and impotent, but for many iPhone owners who are also keen Xbox gamers, it may give them something to think about when their iPhone contract is about to expire. Buy another iPhone, and be stuck with the likes of Cut the Rope and Angry Birds, or buy a Windows Phone and be blessed with all the goodness of their Xbox?
Sneakily, the My Xbox LIVE app also resembles Windows Phone, with its Live Tiles interface. This is also to get people more familiar with Microsoft’s mobile OS – as lack of exposure is perhaps one of the main reasons that Windows Phone has not performed as well as Microsoft would have liked. That could be about to change with the launch of the new Nokia Lumia, as the Finnish phone company has promised to spend an unprecedented amount of money on marketing this phone.