iPad


17
Sep 14

Apple’s i prepares for retirement

At last week’s event, Tim Cook made it clear that Apple Pay and Apple Watch have an amazing future.

He made it equally clear that Apple’s little “i” has no future at all.

It’s difficult to draw any other conclusion, since iPay and iWatch would have fit so perfectly into Apple’s current naming scheme.

Hey, we all knew this day would come. The i had a long and fruitful life, but it’s time to start planning for the golden years.

The truth is, the idea of moving past the i had come up at various times inside Apple. In fact, I had a conversation with Steve Jobs on this very topic way back in 2006. Continue reading →


15
Aug 14

Microsoft’s new ads: beating a dead horse

Hail Microsoft, the King of PCs.

It’s easy to understand why the company clings to its “PCs forever” strategy, even after every major Windows PC maker has suffered slumping sales due to the tablet revolution.

It’s actually a form of corporate addiction. When you’ve built a huge global powerhouse based on one strategy, it’s hard to stop.

When trouble brews, the reaction can be reflexive: “let’s go with our strength.”

So now, in its three new ads for the Surface tablet, Microsoft once again goes with its “strength.”

While it previously fell short by comparing Surface to the iPad, it tries again by comparing Surface to the MacBook Air.

Because, as we all know, what the world really wants is a tablet that feels like a PC. Complete with keyboard and Office software. Continue reading →


2
Jun 14

Apple journalism as entertainment

Apple’s rock-solid sales threatened by Android’s slowing sales!(Reality Distortion Field courtesy of Business Insider)

In times gone by, I’d get a kick out of watching any local band play live.

If they were good, I loved it. If they were bad, well — I also loved it. It was strangely entertaining to watch a group try so hard and sound so terrible.

In much the same way, I got a kick out of a Business Insider article over the weekend with the catchy headline The iPhone 6 Had Better Be Amazing And Cheap, Because Apple Is Losing The War To Android.

I hope you enjoy bad bands too.

Kudos to the Business Insider editor, who, in the site’s well-established tradition, has molded a headline that’s simultaneously brain-dead and inflammatory.

Singing lead is writer Jim Edwards. Do watch closely, because Jim is the guy who will give you the most bang for your entertainment buck.

A few bits of his insight and logic: Continue reading →


23
Jan 14

Apple takes the lofty route for iPad

There are a thousand ways Apple could have gone in creating a new iPad campaign.

Humor? Nope. Intelligent wit? Uh-uh. Technology superiority? No thanks. Philosophy? Bingo!

With the 90-second Verses commercial above (now officially a campaign with two new 30-second cut-downs, Light Verse and Sound Verse), Apple is taking the high road. We get the 1989 Robin Williams quoting Walt Whitman from Dead Poets Society.

Though the spot seemed unexpected for many, Apple has been making noises in this direction for some time now. Continue reading →


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. Continue reading →


9
Sep 13

CNN plays the “Apple is failing” card again

Apparently, there isn’t much real news left in the world.

Why else would CNN present an ill-reasoned opinion piece as a front-page news story?

Oh, right. Because another “Apple is in serious trouble” story is always good for a few clicks.

With the scent of CNN’s recent Apple-doubting articles still in the air, this link was listed among the news headlines yesterday: Apple’s innovation problem is real.

Unfortunately, the only reality one can take from this article is that two writers can write a more vapid article than one. Continue reading →


11
Jun 13

Schiller’s zinger: Apple’s rallying cry

“Can’t innovate anymore, my ass.”

Phil Schiller’s one-liner in yesterday’s WWDC keynote just may be one of the best in Apple history.

People may forget what drives Apple, but Apple does not. Back in the dark days, before Steve Jobs returned, the company really had become mediocre.

The success of iMac proved that Apple wasn’t dead yet. From that point on, a series of successes put Apple into the black and removed all the question marks surrounding its viability.

The kinds of products that were fueling Apple’s rise — iMac, iBook, AirPort, etc. — made one thing abundantly clear. Apple would continue to grow as long as it continued to innovate.

Schiller’s zinger was the 2013 affirmation of this belief. It was spirited and confident. Continue reading →


13
Mar 13

Apple vs. everyone: battle of the tablet ads

Whatever happened to the good old days, when iPad was the only choice in town?

Unfortunately for Apple, those days are now long gone. There’s no resting on past glories. For those comparing tablets today, it hardly matters who invented what. What’s important is what they see today — and it starts with the ads.

Let’s see how the ad competition is shaping up.

Apple has always spawned passionate reactions to its advertising, pro and con. But these days, it seems that the natives are restless. Continue reading →


25
Feb 13

Apple battling where it used to crush

No one denies that Apple has been more successful than any other technology company on earth.

How that happened shouldn’t be a matter of debate, but we can always count on human nature to muddy the waters. Some Apple detractors put forth the theory that it’s not the technology; it’s all in the marketing.

Reasonably intelligent people can’t possibly believe that. However, there is one bit of truth to it. That is, Apple has always been amazingly good at marketing. It’s been the gold standard in marketing as long as most of us can remember.

No matter what brand I’m working with, technology or otherwise, it’s astounding how many times I hear marketing people cite the Apple example to make a point. Apple’s advertising history is as famous as its products.

But something’s changed. Continue reading →


21
Dec 12

Microsoft goes for the gimmick

Back in the days of NeXT, Steve Jobs taught me a lesson in technology advertising. As you might expect, it wasn’t very complicated. It went like this:

“Be important.”

At that point in time, Steve had a particular need for importance. Sales of the NeXT Computer weren’t exactly on fire. The company was struggling to survive.

Steve wanted the world to believe that NeXT was a relevant force with a message that deserved notice. He had no interest in an ad that was cute or inconsequential. He wouldn’t pin his hopes on a marketing gimmick.

I can’t help but think of Steve’s direction when I see Microsoft’s advertising for its Surface tablet.

“Important” it is not. Continue reading →