apple


19
Dec 11

Santa gets his Siri on

Chestnuts roasting on an open fire. A holiday commercial from Apple. It’s a heartwarming time of year.

While the Mac vs. PC animated holiday ads always added a unique twist to that campaign, these days Apple has to dig a little deeper.

Fortunately they have Siri to play with, and it makes for a cheerful, happy holiday spot.

Love the voice they’ve given Santa (even if his little laugh doesn’t seem to be quite in sync with his cookie-chewing mouth). And the end joke is as charming as they get —  very much in the spirit of the humor Siri normally displays.

The only thing I wondered about was the timing. Running a holiday spot one week before the holiday seemed like it was cutting things a bit close. Seems like Santa could have enjoyed at least a two-week run, maybe more.

But then I noticed that in three years of Mac vs. PC holiday spots, they debuted on the 19th, 13th and 16th of December. So either the guys have been consistently late in the production department, or this is the way Apple likes to roll.

And the truth is, the short run makes these spots feel even more special, so it’s all good. And I’ll bet more than a few last-minute shoppers start seeing visions of iPad dancing in their heads.


15
Dec 11

Apple’s guaranteed revolution

As Apple has well proven, revolutions have a cumulative effect.

The success of iPod created all that anticipation for iPhone, which caused even more hype for iPad, which will now start generating ultra-hype for… iTV. (Let’s not worry our little heads about what Apple will really name it given the iTV network in the U.K.)

But the point of this post isn’t that iTV is going to break the pre-launch buzz records, it’s that iTV will have a very tough time failing.

First, there’s the Need Factor.

iPod and iTunes were needed. Buying and enjoying music was a mess and no one else was stepping up to the plate.

iPhone was needed. It entered a market filled with villains and devices that were as complicated as they were ugly. We couldn’t wait for Apple to save us.

iPad was a glorious revolution, but we weren’t sure if we needed it. Indeed, some of the lukewarm response to iPad’s launch came from people who just didn’t get why it was a big deal — until they finally got their hands on one.

iTV is needed. Wow, is it needed. Like iPhone, it will enter a market where the choices are confusing, and the current batch of TV makers and retailers are their own worst enemies.

I know, because I just finished a few weeks of living the adventure. I would have waited for iTV, except my now-dead TV didn’t leave me that option. So I dived into the process.

I really don’t know how normal people can shop for a TV intelligently. It’s utterly impossible to compare models. The names are indecipherable, and the models you see at Best Buy might not even be on the manufacturer’s site. (Seems there are a number of retailer-exclusive models, like there are in the smartphone world.) And good luck figuring out what some of the features even mean. Buying a TV requires some serious study if you’ve been out of the market for a few years.

Don’t shoot me, but I ended up with a big Samsung “Smart TV.” Only problem was, it wasn’t nearly as smart as I expected it to be. Either that, or I wasn’t nearly as smart as it required me to be.

The setup screens were cluttered. After several false starts, my wireless network finally showed up, but then it offered me four different flavors of WEP security options. I hadn’t a clue which one applied to me, so it was trial and error until I found one that worked. Other issues kept cropping up until I finally got it working right. Overall: tedious and annoying.

It’s hard to imagine an experience more ripe for Apple-ization. I haven’t a clue how iTV will work, but it doesn’t take a whole lot of brain power to figure it will offer:

1. A simplified TV shopping experience. Maybe one or two screen sizes and just a few configuration options.
2. A simplified setup experience. Plug in, see network, connect.
3. A simplified control experience. Thank you Siri, via iPhone or iPad.
4. A simplified content experience. A way to break free from the cable companies’ predefined packaging.

No matter how I imagine iTV, it’s hard to imagine it not being a full-scale revolution, possibly Apple’s biggest yet — simply because the need is so obvious and there are multiple TVs in just about every home.

And I may have a good deal for you next summer on a used Samsung.


29
Nov 11

Ads: Apple’s unchallenged monopoly

Many observers credit Apple’s marketing for its astronomical success.

Few, however, credit Apple’s competitors for lending a hand.

It’s because the Android-makers keep churning out technology-centric ads that Apple continues to hold a monopoly on human-centric ads — which are often the most powerful of all.

The above commercial for the Samsung Galaxy IIS phone is just the latest example. It gets points for creativity. It’s fun to poke fun at Apple. But once the fun is over, its message is 100% technology — bigger screen, 4G speed — and 0% human benefit.

If Apple were to to adopt its competitors’ colder approach, a typical iPhone 4S ad would simply say “Now with triple-lens 8-megapixel camera and intelligent assistant.”

It’s not hard to understand how this advertising imbalance took shape — or why it will likely continue.

To do battle with iPhone, the Android-makers have to offer something better. So they engineer phones with measurable advantages — better cameras, bigger screens, faster processors, etc. But those advantages aren’t advantages unless they get advertised.

That’s why we often see futuristic ads with robots, lasers and lists of features, but little or no emotional context for those features.

Of course, there’s no reason why the Android-makers couldn’t create ads that show the human side of their technology advantages. They just don’t. Most likely because those who make the decisions (or the ads) are determined to do something different than Apple at all costs.

Even if that cost is giving Apple the gift of a monopoly.


22
Nov 11

Steve Jobs talks PC vs. TV

Fortune blogger Philip Elmer-DeWitt uncovered this gem recently — a segment of Steve Jobs’ appearance at the CAUSE 1998 Conference in Seattle.

The video quality is terrible, and the black turtleneck plays second fiddle to a shirt. But the clip is interesting on a few levels.

First, Steve gives one of his more animated performances. At certain points, it’s almost as if he’s trying out a comedy act — and the audience does its part, sounding much like a laugh track. The speech does have substance though. In it, Steve puts television in its place. “TV turns your brain off, PCs turn your brain on,” he says.

Few people would know this, but Steve didn’t exactly pull that thought out of mid-air. He was actually re-purposing the script from an iMac campaign that never saw the light of day.

Right after we signed Jeff Goldblum, we shot a number of iMac commercials in which Jeff repeatedly drove home the point that iMac was for turning your brain on, while TV was for turning your brain off. In one spot, Jeff walked a path littered with old TVs as he spoke. In another, he sat with a bunch of children on the floor, all gathered around an iMac. The theme of the campaign was “iMac. It’s not TV.”

Why did the ads never run? In the end, they just weren’t good enough. Fortunately, on our last shooting day, when we were beginning to feel like we might need a Plan B, we wrote a quick script and shot a test spot featuring Jeff speaking directly to the camera. It worked great. With Steve’s enthusiastic approval, we grabbed a new director and shot the Jeff Goldblum spots that ultimately did run.

I was unaware that Steve had ever used the “brain on, brain off” argument publicly until I saw this video. I’m glad he was able to find a good use for it — especially since it cost him a pretty good chunk of cash.

 


18
Nov 11

The official home of malware

Critics eager to find Apple’s fatal flaw have long pointed to their closed way of thinking.

By being stubborn and insisting on controlling both  hardware and software, Apple is dooming itself in mobile devices to the same second-class status it had in PCs. Or so the story goes.

In truth, history really is repeating — but this time it’s being far kinder to Apple.

Just as Macintosh was dwarfed in market share by a mass-market legion of PCs, iPhone was surpassed in market share by a mass-market legion of Android phones.

But just as the warm, inviting openness of PCs turned Windows into a breeding ground for malware, the “freedom” and “openness” of Android has already done the same.

According to the annual Malicious Mobile Threats Report from Juniper Networks, malware in the Android world rose an amazing 472% this year over last.

Juniper points out that the inherent security of either platform isn’t the issue. It’s the fact that no app enters Apple’s App Store without first being reviewed. The only thing that stands between a developer (or evildoer) posting an app in the Android Marketplace is a $25 fee.

Malware does ultimately get removed from the Marketplace, but only after it’s been reported — which can only happen after it’s been installed on potentially thousands of phones.

Apple has been attacked for being controlling on two different levels. One is that they won’t allow you to have your way with iOS to the point where you can monkey with the basic interface. Only a small part of the population cares much about this.

The other is that Apple is Big Brother-like when it comes to the App Store. They trample our liberties and shackle the developers. Personally, I find it difficult to care about this argument either. The suggestion that Apple somehow limits my choice when I’m browsing over 500,000 apps is pretty silly. I promise to begin caring when someone shows me an Android app that I wish I could have on my iPhone, but whose functionality Apple has banned.

The only limitation I’ve ever felt on an iPhone is my inability to have myself victimized by malware. Damn you, Apple.


1
Nov 11

Invasion of the iPhone 4S ads

I love the smell of fresh ads in the morning.

Apple has now added not one, not two, but three new ads to the iPhone 4S campaign. For we who like our entertainment in 30-second spurts, this is good news indeed.

As we have come to expect, each of these new ads is a clear, straightforward demo. But that’s okay, because what’s being demoed is mostly eye-opening stuff. Here are all three new spots with a mini-review of each.

Snow Today:

Of the three, this is the one that’s most similar to the 4S ad that debuted last week, right down to a cute kid interacting with Siri. But the range of Siri’s abilities is so wide, we see a whole new batch of interesting uses. One big difference between this ad and the first is that we actually hear a lot from Siri. So much for my theory that they’re downplaying the robotic voice. But it’s interesting how the synthetic voicing of Siri becomes almost charming thanks to the human responses programmed into her.

iCloud:

With this ad, Apple makes a very sneaky (in a good way) move to simplify its story. Technically, iCloud isn’t an iPhone thing. It’s an everything thing. It’s equally cool on iPhone, iPad and Mac. Change or add something to any one of these devices or computers, and it shows up on the others. But to make it even easier to appreciate, everything we see here ties back to iPhone. It all adds up to “iCloud — on the most amazing iPhone yet.” (Never mind that you can enjoy all this iCloud goodness on your old iPhone 4 as well.)

Camera:

This one strays a little from Apple’s standard, in that it actually starts by touting technical specs — “with 8 megapixels and advanced optics.” No doubt that’s because iPhone’s camera has been lagging behind its competitors. Since the camera is the least remarkable aspect of the 4S, a spot devoted to this feature can’t possibly be as compelling as a spot devoted to Siri. Still, people take tons of photos on their phones, and it needs to be part of the mix.

I’m sure that someone, somewhere, is still arguing that iPhone 4S offers only minor improvements over iPhone 4. Likewise, some analysts are no doubt sticking to their story that Apple’s most recent earnings report was a let-down. (Even though record sales of the 4S prove that many were simply waiting for the new model.)

These new spots should do a good job of erasing the doubts — while they stir up some good, old-fashioned iPhone lust.


25
Oct 11

Siri makes her TV debut

Welcome to Steve Jobs Authorized Biography Week. Shame on me for not writing about the Isaacson book today — but hey, that thing is long. Meet me back here in a few days.

For now, let’s talk Siri, which is shaping up to be a giant leap for such a “disappointing” iPhone 4S.

What better way to celebrate a giant leap than with a TV commercial. And the verdict is…

Excellent.

Like Siri, this spot feels new. The music track has a sense of magic. What we see is simply a sequence of different people interacting with Siri in different ways. It may be an obvious way of demoing Siri, but when you have an extraordinary feature, obvious is your best friend.

Siri comes off like the practical application of the technology we’ve seen forever in movies like 2001 and Star Trek. (With slightly better results than 2001.) It feels like the cast is talking to a person rather than a computer, which of course is the whole point of Siri — and what makes it such an “on-brand” technology for Apple.

There are nice touches in the writing that add to the humanity. Like “How do I tie a bow tie again?” Siri doesn’t particularly care about the “again” part, but that’s how people talk. In the last clip, we get more of a lament than a question or command: “I’m locked out of the house.” Siri seems almost empathetic.

If Siri is a world-changing feature, Apple could have run a grand manifesto ad to boldly proclaim the beginning of a new age. Instead, they went the quieter route, demonstrating how Siri fits into our lives. We hear Siri speak only once — which is another part of the crafting, as too much of Siri’s voice would only draw attention to one of her weaker areas.

So congrats to Apple and Chiat for a job well done.

Anything to quibble over? One small thing. In a spot where “human and natural” is the theme, the shots of Mr. Hand holding an iPhone (first and last scenes) feel unnatural — because they are lifeless still images of a hand rather than film. I’m sure this makes it easier to add the screens in post production, but surely the technology exists to do the same with real film. I think I know what Siri would say:

“I’ve found three digital effects studios fairly close to you.”

Conan O’Brien has already done his version of this commercial. See that here.


18
Oct 11

iPhone’s Magic 8-Ball

Human beings have this built-in need to be fascinated.

In the past, Apple’s iDevices have done a pretty good job of seducing us simply by their elegance and simplicity.

With iPhone 4S, however, Siri is doing the job all by itself. Or, should I say, herself. Simultaneously, Siri manages to appeal to both our adult lust for coolness and our inner 12-year-old.

I might look scornfully upon those spending valuable time asking Siri silly questions if I weren’t so busy doing it myself. People actually search the Internet to find new Siri jokes, just so they can ask the same question and see the answer again on their own phone.

Siri is the Magic 8-Ball, redesigned for the 21st century. She’s mysterious, intelligent, witty and displays a charming robotic arrogance. Oh, and she also has some seriously productive uses.

Siri mysteriously stopped working for me after a few hours, then sprang back to life hours later. I wasn’t aware that Siri required a connection to Apple’s servers, and those servers are being overworked by the hordes seeking Siri’s wisdom. The initial frenzy will die down soon enough.

I’m sure Apple will keep the numbers secret, but during this “getting to know you” phase, it’s not hard to imagine that the comedic uses of Siri at least equal the serious ones. Not only do people amuse themselves, they then feel compelled to entertain friends, family and colleagues.

Part of the fascination of the old Magic 8-Ball was watching it work. Out of that murky black fluid inside, amazing answers would come into focus. Like Reply hazy, try again. Or Signs point to yes. Or Don’t count on it. It knew everything.

The fascination of Siri is that she has more answers than a three-dimensional triangle. She can be outright verbose too. Plus, she has a robotic awareness of human weakness and doesn’t hold back. Unless, of course, she doesn’t have the answer in her database.

While the Magic 8-Ball quickly landed on our bookshelves gathering dust, Siri is looking like she’ll become part of the family. Once you become more acquainted, you get why she’s still a Beta. However, you can also see her amazing potential. Obviously she’ll sprout new voices (the real HAL will be a must-have) and she’ll learn to interact with more apps.

Will Siri change the way we interact with all of our devices, including our computers?

It is decidedly so.

 

 


10
Oct 11

Steve: bringing out the best and worst in us

The outpouring of reactions to Steve’s death has been nothing less than astounding. If you were so disposed — and millions apparently were — you could have spent hours and hours reading the various takes on Steve’s life.

Some are reverential. Some go out of their way to be balanced. Unfortunately, a few live at the intersection of insensitive and clueless.

As someone who worked with Steve, I understand and respect those who point out the two sides of the man. He certainly wasn’t an angel. But one can debate forever whether an angel could ever have driven people to create the wonders they did.

What’s hard to accept are the opinions of those who so resent Steve that they can’t even accept the obvious — and will cheerfully insult those who were emotionally distraught over Steve’s death.

To me, people like this have about as much value as those who would picket the funeral of a soldier killed in service of his country.

Gawker reached a new low last week when it published an article by Hamilton Nolan entitled “Steve Jobs was not God.”

Nolan acknowledges Steve’s death as a devastating loss to friends and family, but “The rest of you? Calm down.” To those distraught over Steve’s death, he says, “this type of one-upmanship of public displays of grief is both unbecoming and undeserved.” More crudely, he says “Steve Jobs was great at what he did. There’s no need to further fellate the man’s memory.”

After displaying his heartlessness, Nolan goes on to display his lack of perception. “He made good computers… good phones… good music players… he sold them well… he got obscenely rich…. He did not meaningfully reduce poverty, or make life-saving discoveries, or end wars or heal the sick or befriend the friendless.”

Steve’s revolutions did all of the things Nolan denies, and more. Steve is the one who opened PC makers’ eyes to a better way. His devices are transforming medicine and education. His inventions — and the many that copied them — have helped people rise up against those who have long denied their freedom. They’ve enabled people to embark on careers that were never possible before.

I’ve seen the argument that if we give Steve that kind of credit, we should give the same credit to ExxonMobil. Hey, if it weren’t for their fuel, rescue vehicles could never reach disaster areas with help.

Not quite. The difference is that Steve saw the power of technology way back at the beginning. The lure of personal computers was that they allowed ordinary people to do amazing things. It’s true that no one, including Steve, could foretell exactly what people might accomplish or invent using computers. But he sure knew that this kind of technology had the power to change the world. Empowerment was his passion.

I’m not sure what Nolan’s problem is. Hatred, jealousy, you decide. Whatever it is, it’s made him certifiably blind. He concludes by pointing out that he’s never owned an Apple product, yet “here I am, talking on phones, typing on computers, and reading the Internet every day.” You know, I’ve never owned a Ford, but I still drive a car. Why all the fuss about Henry Ford?

There are a few lines in that old Think different commercial that sums the way the world responds to people like Steve:

You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward.

Technology deniers like Nolan devote themselves to the vilifying. But even in his cluelessness, Nolan can’t ignore — because Steve Jobs changed his world as much as it did yours and mine.