I have to say, it’s awesome that an Appleslinger can be so quick on the draw. It pays to be fleet of foot, even if one is light of brain.
Once I got to the page, ancient memories were stirred. Yes, it’s more keen commentary from 24/7 Wall St., who once drew me in with their insightful observation that Apple Watch must be failing because Apple is running ads for it. Makes perfect sense. More ▸
And just to add to the effect, last week Apple introduced the new Magic Trackpad — featuring Force Touch.
You’d be forgiven if your first reaction was, “Good grief, Apple, make up your mind!” Having two kinds of Touches seemed uncharacteristically wishy-washy, especially with all of this happening in the span of a year. More ▸
I finally got around to watching Alex Gibney’s Steve Jobs: The Man In The Machine.
The verdict: two thumbs down. I only wish I had more thumbs to vote with.
I didn’t hate it because it’s a hatchet job. In fact, I’m not even sure it is a hatchet job. Much of it wanders aimlessly, exploring the good and bad sides of Steve Jobs.
It’s just not a well conceived or executed film — which is surprising, given that Gibney’s previous documentary about Scientology, Going Clear, was widely praised.
There’s a big difference between the two.
Going Clear explored a subject that is murky to most of us, and is based on a book that was extensively researched. The Man In The Machine is none of that. It’s simply a rehash of things that are well known about Steve, presented as if they’re news. More ▸
Earlier this week, I expressed a distinct lack of love for the S-naming that Apple has applied to iPhone every other year.
My point was that by choosing this path, Apple has actually trained the world to believe S years are “off-years” that feature only minor innovations. This, when some of iPhone’s biggest advances have actually arrived in the S models.
As Exhibit A in my argument, I now submit yesterday’s BuzzFeed article entitled 20 Minutes With Tim Cook. More accurately, I submit a single paragraph neatly tucked mid-article. Here, John Paczkowski illustrates two reasons why Apple’s S naming is a bad idea (though he did so unintentionally): More ▸
The pre-holiday Apple event was only part of a much larger drama that’s been played out many times before.
First came the rumors. Then came leaks with substance. Then came the presentation — less surprising because of the leaks — which disappointed Wall Street and dropped the AAPL stock price. Then came a frenzy of articles pro and con, followed by a day-after bump in AAPL stock when Wall Street (momentarily) came to its senses.
What else could there possibly be to talk about? I’m sure we can think of something…
A frequent complaint of Apple event critics is the excessive use of hyperbole. Hard to argue this. Then again, when one unveils brand-new products, hyper-adjectives are just too tempting for mortal men. That’s how we humans show enthusiasm. More ▸
Well, now we know why Apple went silent with the Watch ads after its initial flurry. They’ve been busy beavers over there.
Now we have four new big-budget ads featuring a cast of dozens acting out scenarios shot all over the world.
The only problem — they’re the wrong ads at the wrong time.
At a moment when many seem to be on the fence about the Watch, these spots are just sleepy. They’re lacking in fun and excitement, and not the kind of ad you rave to your friends about.
Even worse, they actually give credibility to the doubters. Among the unusually high number of negative comments on the Apple-centric sites are many along the lines of “They made me realize how little I need an Apple Watch.” More ▸
Who the heck do I think I am? I’m a creative director who’s had more than a few adventures in technology marketing, including branding, product naming and strategy. I have a long history with Apple and NeXT — where I took a blood oath to uphold the principles of simplicity.
Currently, I have talks scheduled in these places.
(Public events are indicated by live links.)
16 May 2016: Guatemala City
17 May 2016: Mexico City
20 May 2016: Kalamazoo, MI
01 June 2016: Madrid, Spain
15 Aug 2016: Gold Coast, Australia
21 Sept 2016: Prague, Czech Republic
26 Oct 2016: Mexico City