28
Oct 13

Apple event: the week-after report

Rush to judgment? Nah. Not here. A week after Apple’s latest product unveiling, I’ve had time to let it stew.

I’ve also had time to play with the various bits of new software. Here are some random reactions to all of it:

Naysayers
Disaster! Apple didn’t revolutionize anything. True, but let us note that historically, Apple’s astronomical success has come from three places: its ability to revolutionize, its ability to improve upon the revolutions, and its ability to out-market its competitors. At this event, we got two out of three.

Opening video
As Tim Cook noted, this was a repeat from this summer’s WWDC. “It does such an incredible job talking about our values,” said he. While many love this video, I’m not a fan of it. To quote from Game of Thrones, “If you have to say you’re the king, you’re not a true king.” Apple has in the past communicated its values more clearly than any other company — simply by producing great products and great ads.

Craig Federighi
Damn, he’s good. Everyone at Apple is smart, but being likable is a very different matter. Of all the presenters, Craig wins in this measure hands-down. Did you notice that when Tim yielded the stage to Craig, the superlative count dropped precipitously? While Tim incessantly pounds words like “amazing” and “incredible,” Craig cuts way back. As they say in the speaking biz, he’s a natural.

OS X Mavericks
So far, I really like it. I’m particularly enamored with Tabs and Tags. It’s great to have iBooks on the Mac now. And I truly love how Maps works so well between Mac and iPhone. Of course I’m also loving the things I no longer see — like faux leather stitching. Contacts and Calendar are no longer begging for a smile, they’re just doing their jobs quietly and efficiently.

Free software
Many have written that Apple’s new focus on “free” is a shot across Microsoft’s bow. That’s certainly true, but to me this also demonstrates one of Apple’s most powerful differentiators. That is, it is perfectly willing to forgo immediate profit for the sake of long-term profit — even though long-term profit must be taken on faith. Having worked with companies such as Dell, I know that projects are rarely approved unless they come with assurances of instant shareholder gratification. Steve Jobs was never so constrained. He was perfectly willing to invest time and money if he thought it would create more loyal customers in the long run, as free software should do. And yes, free software will also cause a growing number of people to wonder why they’re forking over piles of cash to Microsoft on a regular basis.

Pages = the new Final Cut Pro X
The new Pages is not just beautiful. It’s beautifully simple. It’s also significantly stripped of its higher-end features. This, of course, will bring back bad memories of Final Cut Pro X, which cut out a number of features that pro editors couldn’t live without. As a writer, I feel a similar sense of abandonment with this version of Pages. Outlining is one feature no longer offered, which makes it impossible for people like me to write a book. To me, Pages was the oasis of calm and reason compared to the mess that is Word. At this point, my only option is to stick with the old version of Pages.

Pages = the new Final Cut Pro X, Part 2
Irritating as this development may be, I get why it happened. Apple now has two suites of software — iWork and iLife — that work identically across Macs, iPhones and iPads. While this is admirable, it doesn’t make the subtractions any easier for serious users to swallow. Hopefully Pages will now travel the same path as FCPX, with its more sophisticated features being re-integrated over the coming months. I’m trying hard to be gracious — but I’m steaming on the inside. This step forward is a step back for some of Apple’s most loyal users.

Pages, the continued lament
I can’t write about Pages without once again complaining about the “Save As” situation. Apple eliminated this feature entirely when Lion shipped, then brought it back — kind of — with Mountain Lion. I say “kind of” because the command has been half-implemented, requiring one to hold down the Option key when clicking the File menu. Even worse, Apple’s implementation is at odds with common sense. Say I open a Pages document and make a bunch of revisions. Then I decide to do a Save As, desiring to keep the original as it was. Page’s Save As command will indeed create a new document with my revisions — but those revisions will also be auto-saved to the original document. To recover my pre-revision document, I must hunt through Versions. Without exaggeration, I think this is Apple’s most absurd interface change ever. The industry will never adopt this standard, which means you will forever have to recalibrate your brain when using Apple apps vs. everyone else’s.

Mac Pro
If you want a living example of why Steve Jobs was so adamant about secrecy, this is it. Had we not seen the sneak peek at WWDC — Apple’s reaction to growing public criticism — this Mac Pro unveiling would have been absolutely mind-blowing. Of all the computer makers on earth, only Apple would put this kind of energy (and major bucks) into reinventing the pro desktop. Without the element of surprise, Phil Schiller’s presentation here was a bit more like filling in the blanks. It’s a shame. Because the “unsurprising” Mac Pro really is electro-shock therapy for the industry. It changes the way we look at something we’ve lived with for 30 years. Is it enough to change our minds about the way Apple has been treating the pro user? In some ways, yes. However, it’s more accurate to say it confirms the fact that Apple is redefining the pro user. Oh, and the “making of” video was very nicely done.

Tim’s iPad customer video
This was a terrific piece — a huge, sprawling, worldwide, emotional production. I can only imagine how much it cost to make. (Then again, with modern production techniques, one can never be too sure what is real.) More important, it conveys a heartfelt message about how iPad has become part of our lives. Lest we forget, the human connections presented in this video are what made Steve Jobs so incredibly proud of Apple. He loved that his devices could make life better for people of every age and occupation. To those who argue that this video says nothing we didn’t already know, I say “welcome to marketing.” Even in categories where products are basically at parity (like soft drinks), a great ad or video will always move the needle. The scale and quality of this video make you appreciate how iPad has changed the world, even if competitors’ tablets can be used for similar things. He who says it first, and says it better, will always have the advantage.

iPad Air name
The “Air” name was one of the few surprises of the show. If you care about such things, that is. It’s also a natural for the product, being so refined in size and weight. Its very name contains the marketing message. With this naming move, Apple now elevates the word “Air” to a higher status in its pantheon of product names, being used for MacBooks and iPads alike. It’s a very strong word — light, clean and descriptive, all at once — and is suddenly now more “owned” by Apple. As John Gruber pointed out in his recap, it also makes one wonder if this naming move might pave the way for an iPad Pro down the line. Such a thing really would make sense, as iPads become more and more essential in professionals’ lives.

iPad product video
I was once involved in an agency pitch to a pharmaceutical company. To convince our potential clients that they needed a fresh approach, we took the soundtrack for one typical drug ad and superimposed it over one of their own ads. The separate soundtrack and video meshed perfectly — because both spots were based on an identical, tired format. I suspect you could do the same thing with Apple product videos from different years. I have incredible respect for Jony Ive. I get that he’s not comfortable getting up on stage in person. But it’s disturbing that someone with such talent is becoming a parody of himself. And it’s more disturbing that Apple has allowed this to happen. Articles like this one are not at all uncommon these days. The solution for Apple is simple: be true to your creative DNA. Recently, news broke that Apple was significantly expanding its internal creative department. May that investment show up in future product videos.

iPad Air ad
On the other hand, “Pencil” (at the top of this article) is proof positive that Apple remains extremely capable of running a great commercial. This spot dramatically presents the thinness of iPad Air, as it beautifully describes the impact iPad has had in this world. Everything about this ad is great. Rather than just feature whatever music might be trendy, this commercial features a soundtrack that literally reinforces the concept, adding a touch of magic. The voice is unpretentious and human, and the words are meaningful. It’s one of the best spots Apple has broadcast in a very, very long time. Using this ad to close the show was an excellent idea. Far better than Elvis Costello.

New iPods
Oh, right, there weren’t any. This wasn’t unexpected, but it’s worth noting — it’s the first time in iPod history that Apple didn’t deliver a holiday update. Thank you, iPod, for being the catalyst for a new, different and spectacularly successful Apple. But please go to your room and don’t make any noise.

“We still have a lot to cover”
It’s one thing to try to decode an Apple event invitation before the event, but the attempts to explain it afterward are particularly pathetic. Does anyone seriously think that the cover line was a reference to the new iPad covers? Apparently so. The line meant nothing more than what we saw — Apple presented a ton of new stuff, timed perfectly for the holidays. The fact that so many of these products are immediately available is an example of Tim Cook’s operational strength. I’d rather that he stick with this stuff than attend speaker’s training.

The boring Apple
Last, forgive me while I vent. According to some, Apple events have simply become unsurprising and lost their humanity — the antithesis of a Steve Jobs event. Of course there is some truth to this, but the fact is, Steve’s presentations have become even more legendary in his absence and comparisons are unfair. It should also be noted that Steve wasn’t any more successful keeping a lid on secrets as Apple grew bigger. I can’t even remember the last time he announced something we didn’t see coming. And I believe the balance of technology and humanity at this event was very much as it’s always been. Screens full of tech specs were always a big part of Steve’s unveilings, as were videos and ads showing the human side. So yes, I hope Apple finds ways to pump up the excitement level at these events — but the sky is not falling.

Far from it, actually. What I saw at this event was an Apple that continues innovating at a rapid pace — despite all the grousing that it has lost the ability to do so. Shortly after we got two new iPhones and a radically redesigned iOS 7, we now have OS X Mavericks, two new iPads, two updated MacBook Pros, new versions of iLife and iWork for Macs and mobile, and a revolutionary Mac Pro. We also saw a terrific ad for iPad Air that offers hope for future Apple advertising.

Bottom line: I’d be very surprised if the holiday sales figures didn’t cause a lot of merriment amongst those holding AAPL stock.

Tags:

  • http://www.yourmaclifeshow.com/ Shawn King

    “According to some, Apple events have simply become unsurprising…” That was primarily from that asshat Nick Bilton at The New York Times who also complained about all the “big words” Schiller used to describe the new Mac Pro – he said it sounded like Klingon.

    If those big words confused Bilton, maybe he should stop writing about TECHNOLOGY….

  • Dan

    Glad you took your time on this; it was very insightful. It is interesting that “air” may be a hint that an iPad for pro users could come out. Especially since Woz said he wouldn’t get this iPad cause it did not have enough storage. Maybe soon his wish will come true.

  • Andrew Fields

    Ben Thomspon, a great Apple bull, was actually pretty down on this whole event, even calling the Pencil ad “abstract”, and that Apple doesn’t quite know how to sell the iPad going forward. I disagree, but he makes interesting points. I do think this presentation was poorly done, even for a post-Steve event. Eddie Cue really is lousy at presenting, and Phil Schiller has no sense of timing. Steve Jobs use to do a great job at structuring an unveiling so that there was a rhythm, and he’d provide a lot of interesting commentary about the cool technologies in the new product. Tim and Eddie and Phil really just use hyperbole and big adjectives… Jony and Steve really provide fun color commentary on the how’s and whys of a product. I don’t think you need a genius to do a better keynote than this last one.

    Also, I’ve noticed too how pundits have gone from basically calling Apple inept and doomed to now calling Apple them boring. I think they’ve found that inept and uninnovative didn’t ring true. This company is still a creative juggernaut. And I love the new Air ad!

  • http://www.yourmaclifeshow.com/ Shawn King

    I think that’s Gruber and others stretching to find meaning in the name. Apple could upgrade the Air (and will next October) to 128GB and not need to call it “Pro”.

  • Andrew Fields

    I think they’re very right in this case. And Gruber doesn’t typically say stuff like that unless he’s heard rumblings to that effect. Also: Mac mini, MacBook Air, MacBook/Mac Pro…. iPad Mini, iPad Air, and iPad ___. Yeah, it’s coming. Larger screen, even higher resolution, probably some productivity features like a keyboard, maybe an intel chip, or a more advanced A-series chip. iPad Pro makes a lot of sense.

  • ksegall

    We can all have our opinions on what’s a good ad and what’s a bad ad. Just understand that everyone truly believes they’re qualified to judge ads just because they’re consumers — when they really don’t have any training in marketing.

    That said, I’m sure Apple is seriously debating how to sell iPads going forward. There are many paths they can take, from pure emotion to personal empowerment to “most human technology” and more. And even then, those who are well-qualified do make mistakes. (Witness last year’s “Genius” campaign.)

    We’ll soon find out…

    Oh, and I agree that Eddie Cue and Phil were off during this event. I was surprised at Phil’s performance, as he is usually pretty witty — even if he does exhibit signs of advanced “incredible/amazing” syndrome.

  • http://www.yourmaclifeshow.com/ Shawn King

    Time will tell and Gruber’s said/guessed at MANY things he hasn’t heard any “rumblings” about. He’s as likely to pull stuff out of his butt as any of us. :)

  • dan pahlajani

    Apple has managed to fcuk everything.

    Apple has managed to royally piss it’s loyal user base of iWork. Not only does Pages get FCP treatment, Keynote too. I use Keynote for a living – they have seriously handicapped Keynote as well. Every single slide of mine is now broken. No wonder, Apple will NEVER be able to enter the corporate market – Microsoft understands one thing really well – do not remove key features. Ive can keep repeating like a broken record that simplicity is difficult to achieve — it shouldn’t be for him — simply friggin remove the feature. And voila!!! Simplicity all over!!!

    Apple is in a mess – everything is broken. Calendar app on iPhone is useless with the most useful Month view gone. That view was singlehandedly the best view on a small screen. Why the fcuk did they remove battery charge indicator. I was charging my battery before going out for the evening – but I can’t check how much charge my phone is without wearing my glasses – and wait, the friggin thing disappears after a couple of seconds.

    iOS visual design is beyond ugly in feel in complete. Icons are purely ugly. I NEVER used the word ugly ever in the past to describe any of Apple’s products – not even the Activity Monitor app. Ive’s has deep design philosophy but I bet he has no taste. His designs seems soulless. It’s clear to me now that t was Steve who actually made Ive popular. Ive is an industrial designer not UI a designer.

    –Dan

  • Gary Deezy

    I was very disappointed to see Tim stumble his way through his opening presentation. He was obviously reading it off the prompter, but even then he stumbled over words and phrases in an embarrassing way. Sorry to see that because he is naturally a very good speaker and easy to listen to. Maybe I’ve seen too many to be objective…

    I guess my point is: whomever opens the “show” should have some WOW! factor to them (no Steve required) and Tim just didn’t deliver this time.

  • Nameless Coward

    At this fast pace Apple is moving us first to the singularity. I agree with Ken they are accelerating.

    As for the presentations, I think they are just fine.

    I really wish for a iPad Pro rather soon. Because I see many illustrators jumping ship getting a surface pro 2. Why? It has a Wacom digitiser and runs the world most used comic software Manga Studio. Zbrush.
    And I like the dual pane function for two open apps on screen. Makes for good article writing too.

    Now I’m not complaining with my latest maxed out 27″ iMac and Wacom tablet.
    But all whom can and love to draw and paint want the next best thing to pencil and paper.

    The iPad does not allow this really. Yeah there are some approximations to a Wacom pen on iPad, and better pens on the way. Real production class apps to draw aren’t there either…

    However reluctant I feel about adopting non Apple products, I will put my needs first. Just like Apple does. Business is business.

    I’ve read a many of Apple patents, if not, we know the iPad is just barely scratching the surface. And great thing await us.

    I hope before I’m done with this iMac setup.

  • Andrew fields

    Ok, but there is an iPad Pro coming. If I was a betting man, I’d bet my house on that. But I no longer gamble, due to losing my house.

    No but seriously. iPad Pro coming next year. It’ll be the iOS MacBook many have been asking for.

  • http://Marcos.Kirsch.com.mx/ Marcos

    Just recently I was looking into how to turn a Surface into a Hackintosh. The Wacom digitizer on top of the LCD screen alone is worth the price of the hardware – as far as how Wacom prices their LCD tablets.

    Now imagine this on a Retina display with very little lag. Yum!

  • nuthinking

    My initial impression about the usage of word “Air” was that Apple didn’t have a clue what to use after “the new iPad”. It’s true iPad 5 is much lighter and the word air is appropriate but there isn’t any iPad Pro counter part. Still waiting to see what will be their future naming strategy, so far it seems still a mess (I actually liked the simplicity of “the new iPad”).

  • SSpindler

    I was surprised that for $3K, Apple has decided to not include a keyboard and mouse with the new Mac Pro. You’d think for that kind of scratch, they could throw one in.

  • ksegall

    I wasn’t aware. That’s not very nice.

  • http://www.yourmaclifeshow.com/ Shawn King

    Apple’s logic is that most potential Mac Pro buyers already have those things. Alternately, they feel that if you can afford a Mac Pro, you can afford the accessories.

  • SSpindler

    I can’t go with that logic. I get it for a Mac Mini, but “Pro” would seem to indicate that you’d get a full system. Even if the professional user has those items already, I think it should still be included.

  • http://www.yourmaclifeshow.com/ Shawn King

    “Pro” can also indicate you already have everything else.

    I’m not defending Apple. I’m just explaining why they do it.

  • Jessica Darko

    iWork really is revolutionary– it’s the only product of it’s kind in existence. You noticed that the Mac and iOS Apps work the same, across platforms, but you forgot a platform: The web. iWork on iCloud also works the same.

    Apple is now the only company doing this.

    Google docs, etc are web only. Microsoft’s got three different offices, mobile, desktop and web (I assume they have a web answer.)

    In one fell swoop, Apple came in and introduced a new office suite that works the same on three disparate platforms! Nobody has this.

    Oh, and one more thing… live collaborative syncing across these platforms.

    This is really impressive, especially given Apple’s popular perception as “not getting” web services.

    Hopefully they’ll open this stuff up to us developers next year.

    So, the real big news is the web version, and live syncing.. . these are big steps forward.

    Of course, Apple does it so well it looks effortless and its easy to forget its there. But google and microsoft can’t compete with them. Now even windows users can cooperate with mac and iOS users on office documents live.

    It’s a killer feature.

  • Jessica Darko

    Dishonest BS.

  • Jessica Darko

    Apple could afford it, but it doesn’t make sense to include them. These are not home computers for value conscious buyers looking for a complete solution.

    Apple offers many keyboards and mice and trackpads. Some people even like other mice better, with wheels or whatever.

  • Jessica Darko

    Speaking of boring events, I remember the 2007 introduction of the iPhone was criticized as “yet another boring event”.

    I do think the formula is getting tired, especially the product videos with Ive. And Tim is channeling Steve Jobs’s presentation style too much and it fits him like a bad suit. The ferengi guy is great, maybe we’ll see more of him in the future.

  • ksegall

    Yes, I did forget to mention the web platform. And you’re right, iWork works impressively across all platforms. Great aspect of it.

    But there is that little matter of cutting out the features that many users absolutely cannot live without. I’m really not a power word processor user. The only extras I require are outlining and style sheets. And I have no choice but to stick with the old version until Apple figures out how to add these features back in. And without a statement from Apple that this is the intent, it’s just speculation that it will ever happen.

    It’s because I appreciate what Apple is trying to do that I’m not screaming bloody murder. Just tell me that my features will be back one day and I’ll be happy again.

  • ksegall

    Love the idea of a Ferengi guy :)

  • Jessica Darko

    I can’t spell “Federighi”. But the format was starting to wear on me back when Jobs was still alive. It was very refreshing in the late 1990s and served well for a decade, but it’s time to shake things up. I have no idea how to move the ball forward, but something needs to happen, I think.

  • Jessica Darko

    I can tell you with certainty that there are real CS problems that must be solved in doing what they’ve done here. Non-trivial ones.

    But none of them prevent those features, so I’m pretty certain they were cut for time. This, the Mac Pro, the new devices and iOS 7 were all happening at the same time… and I think Apple has had to cut simply because they were too ambitious.

    I can’t say what the future of the product is- whether it will be a source of a lot of investment in the future or not.

    I think iWork was not really updated since 2009, so what it really needs is wide adoption. Making it free and making it web MAY spark a consumer adoption that is very strong, making it something that adds a lot of value, in which case Apple will invest time in adding features.

    So the question is– is iWork going the direction of iWeb and iDVD? (and maybe Aperture) Or is it going the direction of iMovie and FCP?

    I lost a whole app this time around- Dashcode- which had potential to be a really revolutionary web development tool. But I think the product was cancelled because iAD producer became its own product, and demand for Dashcode was not strong enough. Even though, in many ways it was better than anything out there. Quartz Composer, for instance, is on life support only, I think, because it’s so popular in the design community.

    So, if millions of people start using iWork, it’s future is bright.,

    I think this new three platform version is apples’ attempt to reinvigorate it (and to ship the iCloud collaboration platform before releasing it to developers.)

    I hope they are successful.

  • Andrew fields

    I think the significance of these keynotes are hideously overstated. Bad keynotes happen. They were probably on a tight deadline. WWDC, however, was one of the best ever, with or without Steve Jobs. I don’t think it’s a format problem. Like most problems in life, I think it’s more a problem of execution.

  • Nameless Coward

    Theoretically it is possible. I had a hackintosh I had a modbook too. But it really not good at anything.
    I would not be surprised if MS made hackintoshing the surface difficult.

  • Gary Deezy

    They did the same thing with ClarisWorks and AppleWorks years ago. I was p*ssed but we all got over it. Still, I think they lost a few loyal fans along the way, and they don’t seem to be hesitant or ashamed to do so…

  • Juliusz

    Nice thought about the iPad Pro, it would make more sense.
    However I still don’t like the added “Air”. The new iPad is not a kind of revolution in weightness and portability as was the MacBook Air. New iPad is only 20% lighter than the previous generation… Why didnt they called iPhone 5 the iPhone Air?
    I see the upsides of the new name for the iPad but for me it is a contradiction to the “simplicity” rule you teached in your book.

  • Frankie Stone

    I was all set to update to Mavericks, if nothing else to try and rid myself from the detested Mountain Lion. But wait … updating would knock out my printer until “they” (Brother) have a new driver. MtLion knocked out my scanner, sort of, and I’ll be damned if I’m buying new stuff to replace old stuff that works just for some update I may come to revile. And I’m with ya on that stupid “Save As” debacle. As they say in my old hood – minghia, these guys!

  • Andrew Fields

    A week after the event and people are still bitching about the presentation. I understand that it was fairly slipshod by Apple’s standards, but does anybody have an actual suggestion about making the keynotes better, as opposed to just complaining that you’re not entertained anymore?

  • http://www.yourmaclifeshow.com/ Shawn King

    “New iPad is only 20% lighter than the previous generation…”

    Previous gen was 1.5lbs. Air is 1.0 lbs. That’s a third weight loss which equals……33%. :)

    All the reviewers have mentioned that it is a significant weight loss.

  • RahoulB

    I’d love a larger screen with an active digitiser and stylus.

    That would be a true “professional” machine – useful for drawing, and more importantly, note-taking in sit-down meetings and impromptu meetings in corridors.

  • http://www.tumblr.com/blog/his-divine-shadow His Shadow

    Lay off the drama queen tirade before you have an aneurysm.

  • Jessica Darko

    Apple has provided support for standards based access to Scanners and Printers for over 10 years in OS X.

    you can’t blame Apple because you bought junk from crappy companies.

  • Jessica Darko

    Oh, I was entertained and I loved it. But the style is so rigid that they start to feel like parodies of each other. Eventually it becomes a cliche.

  • Jessica Darko

    Thomson is not a bull. He’s a bigot. And for one, he can’t tolerate being corrected when he posts false information.

  • ksegall

    Exactly. Steve actually followed the same formula every time as well — but he was Steve. When others do it, it simply looks like a formula.

    You’d think that a company with the creativity of Apple can’t figure out how to get away from the formula. And I am not suggesting that they bring in a Broadway orchestra and actors :)

  • Frankie Stone

    Evidently not. Spoken like a true believer. I’ll take LBJ’s advice: Never get into a pissing contest with a skunk.

  • Chaka10

    “Save As” Can’t you dupe a doc first before editing it, if you want to save your old version as is?

  • ksegall

    You sure can. But that’s not the way most people work today, or have been working since the dawn of computers.

    I’m a big supporter of Apple’s “radical” changes. Just not the ones that work against common sense.

    Save As has long been used to save a document after changes have been made, so as to keep a copy of the original. With Apple’s new system, you can’t do that. If you Save As after you’ve you’ve made revisions, you’ll just end up with two identical revised documents.

    If you don’t remember to duplicate your document BEFORE you make any revisions, the only way to get the original back is to search through Versions — and the one you want may not be the most recent.

    Many people resist change simply because they’re set in their ways. Then, when they live with something for a while, they find it hard to go back. iOS 7 is a good example. Despite the initial grousing, most people now believe it’s a major improvement. The Save As controversy is different. I’ve lived with it for a year and have tried mightily to “get with the system.” Sorry to say, but after all this time, and many hundreds of documents — it’s still counter-intuitive and a pain in the butt.

  • Chaka10

    Agree.

  • Andrew Fields

    What are you suggesting then?

  • Andrew Fields

    Neither of those things are happening, but there are plenty of other professional uses for a tablet than taking math notes. Final Cut Pro Touch would be spectacular, for example. Logic Pro Touch might be even more spectacular.

    Tim Cook has already said there will be new products throughout 2014, meaning there will be something shiny in the first half of 2014 besides updated MacBook Airs. I suspect it’ll be the iPad Pro. “Computing Apparel” will be for second half if at all.

  • Nameless Coward

    Patents suggest otherwise. I’ve read several just on a ‘iPen’ alone.

    Transparant iPads that show the fingers on the backside through the screen, alowing for typing with fingers on the backside.

    Theres more. Apple has another vision on multie tasking and filemanagment. All these ideas and patents stem from the time Steve was still CEO.

    What may now seems as debillatating and cripled is not what it seems. Apple has seen the future and they will not waist resources and time for what will appear to be half measures in hindsight.

    Search and ye will find plenty of Apples ideas and patents out there.

  • Nameless Coward

    Question remains whether Apple will go for the easy money first, enriching lives en bettering the lives of the masses. Johnny denies this of ours, it’s all about the latter.

    Or honor those that helped propel and let Apple hang on in times of need.

    Here’s to the crazy ones.

  • qka

    Maybe he should write for the National Enquirer or some other supermarket rag aimed at those with limited vocabularies.

  • Nameless Coward