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- New iPhone Ads: what Mac ads should be
Filed under: Analysis / Opinion, Apple
Apple's seeming refusal to demonstrate actual features of the Mac in their advertising is a common lament amongst the Mac Faithful. Sure, the Mac v.s PC campaign is lots of fun, and it does at least draw attention to the differences between the two platforms, but where are the ads actually showing someone making a photo book with iPhoto (instead just mentioning that it is possible)? They are no where to be found, however, the new iPhone ads are all about showcasing what the iPhone can do and how it is done. The UI is the star of the show as we see two hands navigating from playing music to watching videos to answering a phone call with a tight shot on the iPhone's screen.
The iPhone ads make me want to buy an iPhone, though I might be more in line with Apple's target market than most, and really isn't that the point of advertising? I wonder if this heralds a sea change in the way Apple advertises, or whether they are taking the more hands on approach with their consumer electronics (the Apple TV ad also shows the product in use) while keeping Mac advertising more high concept.
Then again I might just be reading too much into this. What say you, TUAW readers? Are the new iPhone ads more effective than the Get a Mac ads, or am I comparing Apples to Apples?Read | Permalink | Email this | CommentsКомментарии к сообщению:
http://www.tuaw.com/2007/06/04/new-iphone-ads-what-mac-ads-should-be/#comments - Widget Watch: Mahalo
Filed under: Internet Tools, Widget Watch
Today's widget is a simple one that lets you search Mahalo from your Dashboard. Mahalo, in case you don't know, is the new 'human powered search engine' from Weblogs, Inc co-founder Jason Calacanis (there is also another familiar TUAW face involved with Mahalo). Think of it as Google and Wikipedia's love child. A team of guides hand creates search result (they have already created 4000 out of the top 10,000 searches by hand) to give context to your search. The Mahalo search results also include results from Google, for all you traditionalists about there.
Take a look at the Mahalo widget from Coding Robots and check out a few search results from Mahalo (may I suggest Steve Jobs and the iPhone?).Read | Permalink | Email this | CommentsКомментарии к сообщению:
http://www.tuaw.com/2007/06/04/widget-watch-mahalo/#comments - Star Trek Voyager back in iTunes
What is it with Star Trek and iTunes? Last week, Voyager was unceremoniously beamed out of the US store. Today, it's back with a revised price of $28.99US for the 15-episodes of Season one [iTunes link].
This isn't the first time we've seen Trek disappear from the ITS, only to reappear a short time later. There's only one explanation, of course: a temporal anomaly. They're always experiencing temporal anomalies.
Thanks, Nate!Read | Permalink | Email this | CommentsКомментарии к сообщению:
http://www.tuaw.com/2007/06/04/star-trek-voyager-back-in-itunes/#comments - iTunes vs iTunes Plus: an audible difference?
Filed under: Audio, iTS, iTunes
With the arrival of iTunes Plus and DRM-free 256kbs AAC files Maximum PC decided to put the higher encoding rate to the test. Running a double-blind experiment with ten subjects and both Apple's included earbuds as well as high-end Shure SE420 canalphones, the results were disappointing. Overall, while most of the subjects did prefer the higher bit rate encoding, "there wasn't a tremendous distinction between the tracks encoded at 128Kb/s and those encoded at 256Kb/s. None of [of the subjects] were absolutely sure about their choices with either set of earphones, even after an average of five back-to-back A/B listening tests."
Personally, I'm skeptical. I listen to quite a bit of classical music and jazz, and I'm very much more inclined to buy these at the higher bit rate. Maximum PC concluded that the lack of DRM and not audio quality is the most important aspect of iTunes Plus (though they don't think it's worth 30 cents a track). So, dear TUAW readers, what do you think? Can you hear the difference between 128 and 256kbps AAC?
[via uneasy silence]Read | Permalink | Email this | CommentsКомментарии к сообщению:
http://www.tuaw.com/2007/06/04/itunes-vs-itunes-plus-an-audible-difference/#comments - Found Footage: "Think Different" as text-art
Filed under: Video, Cult of Mac, Odds and ends, Found Footage, Apple History
Personally, I was never that much of a fan of Apple's "Think Different" advertising campaign. Nonetheless, this reworking of the "Crazy Ones" ad as moving text art is quite impressive. It's yet another testament to Apple's skillful advertising that people feel strongly enough about it to to do things like this. Just for the record, here's a YouTube video of Apple's original ad.
[via uneasy silence]Read | Permalink | Email this | CommentsКомментарии к сообщению:
http://www.tuaw.com/2007/06/04/found-footage-think-different-as-text-art/#comments - NYTimes: iPhone SDK at WWDC?
Filed under: Rumors, WWDC, Developer, iPhone
Uncle Steve hinted last week that 3rd party software development would be coming on the iPhone sometime in the future. Gruber wondered aloud over at Daring Fireball just where the iPhone SDK might be that would make this possible. Well according to the New York Times, something is coming at WWDC. An anonymous source "briefed on Apple's plans" said that at WWDC, "Apple intends to announce that it will make it possible for developers of small programs written for the Macintosh to easily convert them to run on the iPhone."
Hmm... "small programs"? That sounds a lot like widgets to me. The obvious question is just how limiting that will be. After all some dashboard widgets out now already tie into the Mac pretty deeply. So even if 3rd party devs are limited to widgets it's still likely that quite a lot will be possible. If we're lucky "small" may just refer to the binary size, and full cocoa apps will be allowed as well.Read | Permalink | Email this | CommentsКомментарии к сообщению:
http://www.tuaw.com/2007/06/04/nytimes-iphone-sdk-at-wwdc/#comments - Steve Jobs/Bill Gates D5 interview available in iTunes
Filed under: iTS, Video, Other Events, Steve Jobs, Apple History
Steve Jobs and Bill Gates sat down with Walt Mossberg at the All Things Digital conference for a joint interview the other day. The footage of the interview was posted at the D5 website, but it was broken up into chunks. Now you can watch, or listen, to the interview in its entirety thanks to the iTunes Store. That's right, the interview is now available as a video or audio podcast. The audio only version checks in at 85 megs or so, while the video file is almost 1 gig in size.
I'm downloading the video as I type this, and I suggest you do the same. It isn't often that one gets to watch two people who have shaped technology in such a meaningful way sit down and share their thoughts about the past, present, and future (though Steve never comments on future products).
Thanks, Karim.Read | Permalink | Email this | CommentsКомментарии к сообщению:
http://www.tuaw.com/2007/06/04/steve-jobs-bill-gates-d5-interview-available-in-itunes/#comments - Zaprudering the iPhone commercials: email
Filed under: iPhone
The iPhone commercials that just recently aired offered a nice look into some of the built-in programs in action. Take email, for example. It's one of the four main iPhone modes (the other three are: Phone, Safari and iPod). The videos revealed a number of mail features:
- The number of unread new mail items in your inbox appears over the mail icon in the dock at the bottom of the iPhone main menu.
- In the inbox, unread items are tagged with a familiar blue dot. The standard blue paperclip indicates attachments.
- When displaying individual emails, a taskbar at the bottom of the screen presumably allows you to refresh your inbox, transfer mail to folders, delete mail, reply to the current message and write a new message. At the top of the screen a button may lead you back to the current mailbox, show you which item you are viewing in the mailbox (e.g. 2 of 11) and allow you to move to the previous or next message. Direct actions on the message scroll you up and down the currently displayed email.
Комментарии к сообщению:
http://www.tuaw.com/2007/06/04/zaprudering-the-iphone-commercials-email/#comments
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