“We’re trying to get the best of both worlds,” says Houston. Houston also plans to develop more opportunities for offsite meetings. In-person interaction, which Houston considers critical, will now be only occasional and take place in the newly designed Dropbox Studios, a state-of-the-art gathering place. That’s forced companies like Dropbox to create some new basic guidelines. The new rule might feel, taste, and smell to most employees as if there are no rules. That isn't just iCloud Drive, but it's far from a coincidence that Apple's services revenue, which include iCloud Drive, is outpacing Mac revenue.The unwritten rule that once required butts firmly placed in office chairs is out the window. Dropbox itself says that the free version available to individual users 'serves as a major funnel for conversions to paid subscription plans.' Only 30 percent of its users are using Dropbox as part of a business plan, too.Īll the while, Apple's services revenue is growing. This is, of course, purely based on comparing Apple and Dropbox's individual plans. And Apple's self-service product is cheaper than Dropbox too - 50 GB for $0.99, 200 GB for $2.99 and 2 TB for $9.99 - versus Dropbox's $9.99 1 TB plan. That's better than Dropbox's free 2 GB plan. Notes, Pages, Keynote and Numbers documents are stored on iCloud automatically, and every single user gets 5 GB for free. Users automatically sync and save to their mobile and desktop devices. When the new Mac OS High Sierra launched last year, deep within the features list was a subtle yet powerful echo of Jobs' murderous intent toward Dropbox: 'share with anyone right from iCloud Drive.' ICloud Drive, as it stands, now echoes the core functionality of the self-serve Dropbox product. Related: The 'Father of the iPod' Says Tech Addiction Would Worry Steve Jobs If He Were Alive Today Should Apple decide to turn up the heat and further develop the functionality of iCloud, that could put a tremendous amount of pressure on Dropbox.

Over 64 percent of Americans own at least one Apple device, with the majority having iCloud built-in.

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