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- Apple Making Mobile Safari Web Apps Better, Faster, Stronger
iPhone web apps aren’t being left behind by Apple, despite the fact that the App Store has gone onto become such a huge success following its introduction in 2008. In fact, according to John Gruber at Daring Fireball, recent efforts on the Mac maker’s part show a real dedication to improving the platform’s web application experience.
In a lengthy post comparing developing using Cocoa Touch for the App Store vs. developing web applications, Gruber goes over the strengths and limitations of both. In the end, he reveals that a new web app framework would bring the experience of using web apps much closer to that of apps which reside natively on the iPhone. The new framework is apparently called PastryKit, and it’s an official Apple endeavor.
PastryKit brings three really important things to the table for web developers:
- Hides the address bar, without the need to create a home screen shortcut first, which currently allows that.
- Allows for static, fixed position toolbars that don’t scroll along with the rest of the page.
- Allows for scrolling momentum, which allows users to “fling” lengthy lists without causing scroll friction, the way web apps generally do now.
PastryKit has already been deployed in its iPhone User Guide web page, though you can only see the effects if you’re visiting the site on an iPhone. They are all JavaScript implementations, and so should be usable by any web developer. MacRumors points out that performance issues attached to the new features could arise on older-generation iPhone models, since these are known to have trouble with JavaScript in mobile Safari.
There’s little doubt that Apple is keeping its eye on the mobile web space, which is poised to explode thanks to recent developments in web tech like HTML5, CSS and others. There are some things that the App Store is no doubt better for, including advanced 3-D games like the kind released by Gameloft, ngmoco and EA, but for other apps, an improved web interface could be just what the doctor ordered.
If Apple can get smaller developers who are creating apps with limited or light functionality to take their business to the web instead of routing through the App Store, it’ll be able to eliminate a lot of the static and chatter that currently gums up the review process and no doubt costs Cupertino a not-insignificant amount of overhead. It may lose revenue, too, but the more lucrative titles will likely remain as dedicated apps, being the aforementioned games from major publishers I mentioned above.
Переслать - And the Best of the Decade Award for Pretty Much Everything Goes to…
You know how Michael Jackson won so many awards in his lifetime that they had to start inventing new ones to justify dragging him onstage? Entertainer of the Universe and Best Selling Artist in the New Galactic Empire spring to mind. Hey, that’s the price of über-success.
Apple’s getting a taste of that very same medicine now, as it is named recipient of a boatload of “Best…” titles in AdweekMedia’s “Best of the 2000s” Awards. Described by AdweekMedia as “Our picks, and yours, for the decade’s best in the marketing, media and agency world” the awards include yawn-inducing categories such as “Agency executives of the Decade” and “Small Agency of the Decade” but thankfully all the best stuff is hugely more accessible — and interesting — to non-marketing-types (which, thankfully, describes most of us).
Here’s the opening paragraph from AdweekMedia’s dedicated awards website:
Steve Jobs and the iPod reinvented the music business. Sergey Brin and Larry Page tamed the Web. Ad shop Goodby, Silverstein & Partners rewrote the creativity book. And this thing called social media put amateurs in charge of just about everything else.
They definitely start as they mean to go on, since Apple, its products, campaigns and personalities bag a good number of the awards. AdweekMedia say they spent a month working out a list of “…the best and brightest in the branding, marketing, media and agency world in 33 categories over the past 10 years.” I’m glad to see they’re mindful of the criticisms leveled at industry awards that never seek the opinions of the actual, product-buying public; “As a reality check, we sought your input here on this site over the past month.” They add, “Those results are presented here, next to our selections. Much of the time, we agree. Other times it’s not even close.”
Here’s the breakdown of the awards (images from the AdweekMedia awards website).
Marketer of the Decade – Steve Jobs
Good old Steve. Last month Fortune named him CEO of the Decade, and he’s a finalist for TIME’s Person of the Year 2009. Another award can’t hurt, right? Here’s a brief excerpt from AdWeekMedia’s positively glowing review of El Jobso:
Visionary, iconoclastic and fearless, Steve Jobs the marketer is inseparable from Steve Jobs the personality. His inimitable blend of competitive skill and design savvy hasn’t just saved a fading brand, it’s recast two businesses that used to have nothing to do with computers: music and mobile phones. Over the past decade, Apple’s iPod and iPhone have redefined popular culture, and returned the company to its roots in innovation and just-plain coolness.
Campaign of the Decade – Apple, “Get a Mac”
The genius is in the casting. For Apple, the campaign managed the neat trick of making the brand look laid back and cool while it mercilessly skewered its rival.
Out-of-Home Ad of the Decade – Apple, “Silhouettes”
You’d have thought Andy Warhol did them—and why not? In the end, the work was nearly as iconic. The treatment [...] achieved what in branding is the nearly impossible: defining a product without showing what it even looked like up close.
Brand of the Decade – Apple
Though the brand almost petered out in the ’90s, last year consumers told Interbrand that Apple was the thing they couldn’t live without and the one they found most inspiring.
There wasn’t always consensus between AdweekMedia’s nominations and the opinions of their readers. The Marketing Innovation of the Decade award was won by “Viral Videos” while their Reader’s Choice had it go to Apple for “iPhone Apps.” The Reader’s Choice award for Digital Device/Platform of the Decade was the iPhone, while AdweekMedia preferred to give it to Facebook, instead.
In a nice twist where, again, readers didn’t agree with AdWeekMedia’s choice, at least they were in disagreement over which Apple product to laud; both the iPod and the iPhone won Product of the Decade, depending on your point of view. And while the readers voted Steve Jobs Media Executive of the Decade, it went instead to Rupert “Google is Stealing My Stuff” Murdoch. Other big names receiving awards include Google, television show The Sopranos, the Disney Channel and WIRED magazine.
Despite the disagreements (there are many more instances in which Apple and Apple products feature prominently in the reader’s votes, check out the awards website to view the numbers) it’s still inspiring to see Apple take so many of the top awards. Of particular note is the Brand of the Decade award; coming from a company of professional advertisers and marketers, it’s obvious how much respect and admiration the world of marketing has for Mr Jobs’ company. Remarkable, too, given how much trouble that company was in last decade.
I recommend taking the time to view the awards website and read the full descriptions for each winner; you’ll get an insight into a world we otherwise try very hard to avoid (after all, who likes Marketing?) but be warned — it’s often a polarizing experience! And when you’re done, come back and tell us whether you agree with the choice in winners.
Переслать - Apple Granted Permanent Injuction Against Psystar
Despite Apple and Psystar having discussed a potential settlement in their drawn-out battle, the agreement was dependent upon the outcome of Apple’s motion for a permanent injunction. Yesterday, the California U.S. District Court responsible for ruling in the matter issued its decision, and the outcome is not favorable for the Mac clone maker.
Apple, however, will be very pleased with the ruling. The court granted Apple’s request for a permanent injunction, barring future sales of any machines with OS X pre-installed. It also prohibits Psystar from trying to get around Apple’s technological countermeasures put in place to prevent illegal copying and use of OS X, and from helping others try to do so.
While it sounds like this injunction might extend to the Rebel EFI software that Psystar has been selling to help users put OS X on machines themselves, it isn’t expressly forbidden. Judge William Alsup warns, though, that doesn’t necessarily mean Psystar is in the clear. Instead, he emphasizes the risks inherent in continuing to sell Rebel EFI, as reported by All Things Digital:
Rebel EFI will not be expressly excluded from the terms of the injunction. It should be clear, however, that this ruling is without prejudice to Psystar bringing a new motion before the undersigned that includes real details about Rebel EFI, and opening itself up to formal discovery thereon. This would serve the purpose — akin to a post-injunction motion vetting a "design-around" in a patent action — of potentially vetting (or not vetting) a product like Rebel EFI under this order's decree. Moreover, Psystar may raise in such a motion any defenses it believes should apply to the factual circumstances of its new product, such as the 17 U.S.C. 117 defense raised in its opposition and at oral argument. Whether such a defense would be successful on the merits, or face preclusion or other hurdles, this order cannot predict. What is certain, however, is that until such a motion is brought, Psystar will be selling Rebel EFI at its peril, and risks finding itself held in contempt if its new venture falls within the scope of the injunction.
The injunction takes effect immediately, but Psystar has been given until Dec. 31 at the latest to cease all of its sales operations. That’s an outside limit, though, and the judge told the company to stop within the hour if at all possible.
I’m glad this thing is basically over. While I’m not sure I agree with the degree to which OS X is a closed system, all Psystar really proved was that once you take quality control and attention to detail out of the hands of Apple, things rapidly start to go downhill. Despite recent problems, it’d be a shame to see what tends to be the much more reliable Mac experience go the way of the PC, with its HPs, Compaqs, and low-end Acers.
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