Tuesday, September 10, 2013

My take in real-time on Apple's September 10, 2013 event.

iTunes Festival

Franky I do not care about the event.  20 million people wanted in, so they are live streaming for free.  So what the point?  I need my Apple device to join the party and see the streaming event.   And that is not free, but then we are enough Apple users to enjoy it.  Join the club other humanoids...  I guess.

Retail Focus

Ok the stores serve many customers and provide sidewalk assistance.  Can you please stop impressing us with design to help our "experience".  I am waiting for breakthrough technology, not marketing breakthrough.


About to ship 7M IOS devices next month to become the world most popular mobile operating system. Here are the innovations.  Gorgeous home-screen, gorgeous colors, ok enough with the gorgeous, now the goodies...  So far nice design, navigation and responsive page stacking.  I personally like Siri and I glad to see that they increased its capacity and reach.   Different and sounds - so what?  Cool but really, bringing this up as an improvement?  I like the new collection picture browsing.  Much much better.  My wife will be happy as she has been complaining about the pictures' organization for years.  The Share Sheet is also very well designed which now includes airdrop P2P.  Now you are talking distributed and privacy features. Cool!   The New iTunes offers stations that challenges Pandora.  About time!  

With over 200 features we can expect great  applications with better design.  This should finally give me what I wanted to bring tweetzup to the mobile platform.  Apple made a comment about IOS7 being free - Why would you charge for a platform that supports your on-line commerce.  Of course it is free.  That comment takes us, just a little, for idiots here.  Drop the free argument Apple.  We get your business model.

Applications on IOS

Apple can be a serious competitor to Google Docs with its iWork suite.  I have been using it and love them.  The new announcement abut making these 5 apps free is the needed approach to challenge Google Docs.  The issues still remains in the war for cross-platform shareability.  XML anyone?


Apple claims that The iPhone 5 is the most liked model, bringing the iPhone to new levels.  The new price announcement is pared with a customer penetration strategy to increase its market share.  

First the iPhone 5C includes all the iPhone 5 features and new design.  I think that the color is trivial, but then again I am not a teenage girl.  I wish that they could toned down the beautiful design and experience argument during these shows.  The cases are poorly designed where the name iPhone show "non" which means "no" in french.  That is such a basic design mistake, especially for a company that prides itself about design.  Nonetheless, it is not revolutionary but it does what it should do for the right age group at the right price of $99 and $199 with a contract.   Unlike for the iPad, I think that the covers are just idiotic given the strong independent manufacturers and the fact that it is made out of plastic.  Why the redundancy?  Not needed.  Also, what about the eco-friendly and recyclable mission?  Dixit Jony Ive, senior VP of Design: "It's quite remarkable when something feel familiar, and yet it's new at the same time." Sounds like a rationalization for weak design innovation to me.

Now the iPhone 5S. I was waiting for innovation and here is what we got.  Again drop the design and let's explore the substance.  Gold with diamond cut edges?  Yep the gold standard.  Now let's look at the innovations.  Performance is key and this phone appears to have it with the A7 with the first 64bit chip in a phone.  Now we are talking, but if we design powerful applications for this phone we will need to dumb them down for the other phones.  Well, c'est la vie.  At least we can be 32 bit compatible.  This is god news.  Can you believe that the power has increased by 40X since the first iPhone and 56X for the graphics. Impressive.  The power of OpenGL/ES will help us create our tweetzup cloud animation. 

M7 works with the A7 as a motion co-processor what can truly improve application addressing environmental motions.  The fact that the M7 is separated from the A7 allows better resource management and performance for many applications.   As to the battery life, Apple has been able to pack the new features without depleting the battery capacity.  

The new iSight camera appears to have the right new hardware with F2.2 aperture and better sensors, the real improvement is the 1.5 micron for better color range and light capture.  Now the software appears to be keeping up with the hardware.  It has preemptive environment detection about lighting and other sensing capability.  The new True Tone Flash is now capable of producing the right color variation to adapt itself to the ambient situation.  This is true innovation providing more natural colors.  The image stabilization is also a great addition through multiple shots selecting the crispier areas to build the right picture automatically.  More features are also included in video multiple shot selection are included through real-time processing.  And now slow-motion camera can create great scenes.  What a great use of its processors and software.  That is very cool and innovative advancement without user editing.

Security is now stronger and smarter.  Apple's innovation in using the finger prints is right on target, and they have achieved what IBM failed to do on its ThinkPad over ten years ago.   The Touch ID capacitive sensor is right on the home button.   That makes sense to me, and it is effortless.  The extended authentication  to other services is also great.  I can see many new usage for this innovation.  But please replace Jony Ive videos, his tone and voice makes me feel like he is trying to control my brain. Sorry Jony.

The iPhone 5S priced reasonably, but the case... you could have left that to the store and not the show.

Apple starts to take orders on Friday 13.  Thankfully I am not superstitious.

The overall presentation was just OK.  The real gems have been hidden by silly distractions like iTunes festival, music, colors and cases.  This always feel like a substitution for substance.  And substance was presented, but lacked the focus the lighter touchy-feely distractions received.    Will I remain a faithful Apple user.  Sure.  But next time wow me with a freaking iWatch that lightens my bag-o-tech.


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