This is NOT a good rumor, and will just enrage more idiots.

So everyone daring to voice an opinion different from glorifying the iOS7 design is a whiner and idiot?!

Thanks for demonstrating how true fanboyism does look like!

Article source: http://www.macrumors.com/2013/06/16/emulator-provides-early-look-at-ios-7-on-the-ipad/

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Article source: http://www.washingtonpost.com/business/technology/eddy-cue-steve-jobs-originally-didnt-want-an-ibooks-store/2013/06/14/26ff4d1c-d507-11e2-8cbe-1bcbee06f8f8_story.html

Microsoft also isn’t selling Office Mobile for iPhone separately. Instead, it comes as part of a $100-a-year Office 365 subscription, which also lets you use Office on up to five Mac and Windows computers. Microsoft made the app available through Apple’s app store Friday.

Microsoft Corp. is treading a fine line as it tries to make its subscription more compelling, without removing an advantage that tablet computers running Microsoft’s Windows system now have – the ability to run popular Office programs such as Word, Excel and PowerPoint.

Microsoft has been pushing subscriptions as a way to get customers to keep paying for a product that has historically been sold in a single purchase. The company touts such benefits as the ability to run the package on multiple computers and get updates for free on a regular basis.

A subscription can be more expensive than buying the package outright for just one or two computers, but those wanting the iPhone app won’t be able to avoid the recurring fees. Microsoft said it wants to give customers yet another reason to embrace subscriptions by offering Office on the iPhone only with a subscription.

The iPhone app will let people read and edit their text documents, spreadsheets and slide presentations at the doctor’s office or at a soccer game. But many people will prefer doing those tasks on a tablet’s larger screen. Office is available on those devices through a Web browser, but that requires a constant Internet connection, something many tablets don’t have.

“The nature of the Office suite, being productivity-focused, makes it better-suited for a larger mobile screen,” said Josh Olson, an analyst with Edward Jones. “The issue then becomes, `How do you provide the Office offering in its best-suited mobile environment without negating a distinguishing characteristic of the Windows 8 tablets?’”

He said Microsoft isn’t likely to offer Office on the iPad and other tablets until it sees sufficient adoption of Windows tablets first. Because of that, the new mobile app is likely to increase consumer awareness, but it won’t significantly increase subscriptions.

Another analyst, Rick Sherlund of Nomura Securities, warned that delaying a tablet version on non-Windows devices will merely help competitors.

“Office is a bigger business for Microsoft than Windows, so we see more urgency to preserve and extend the Office franchise cross platform,” he said.

Apple, for one, is refreshing its iWork package this fall, while Google bought Quickoffice last year. The two offerings are among several that are capable of working with Office files on mobile devices, though people using them may lose formatting and other details.

Chris Schneider, a marketing manager with Microsoft’s Office team, would not comment on any plans for the iPad or Android.

The regular version of Office works on Windows 8 tablets, and most of the features are available on a version designed for tablets running a lightweight version of Windows called RT. Customers needing to use Office on a larger screen than a phone might be drawn to the Windows tablets, which have lagged behind in sales and cachet compared with Apple’s iPad and various devices running Google’s Android system.

The iPhone app comes with Word, Excel and PowerPoint and will sync with Microsoft’s SkyDrive online storage service. Microsoft said people will be able to pick up a Word document exactly where they left off on another computer tied to the same account, while comments they add to a Word or Excel file will appear when they open it up on another machine.

Although documents will be reformatted to fit the phone’s screen, the company said the iPhone app will preserve charts, animation, comments and other key properties. That’s not always the case with programs offered by Google and other companies to work with Office files on mobile devices.

But the app doesn’t offer the same range of features available on regular computers.

It’s meant for lightweight editing, not complex calculations or heavy graphical work, Schneider said. Someone about to give a speech can review a PowerPoint presentation and fix a typo, for instance. Someone getting a Word or Excel document as an email attachment can add comments or make changes, then send it back, either as an email attachment or through a sharing feature on SkyDrive.

Rather than have it do everything, Schneider said, “we designed the Office Mobile for iPhone to meet the scenarios that make the most sense.”

The iPhone app also won’t have Outlook for email, Publisher for desktop publishing and Access for databases. Microsoft’s OneNote software for note-taking has been available for free separately for iPhones and iPads.

People with Office 365 subscriptions will be

Article source: http://www.wcpo.com/dpp/news/science_tech/microsoft-msft-brings-office-to-iphone-but-not-ipad-and-android-devices-to-boost-own-tablet-sales

Designed by Apple in Cupertino. For those of us who attended the Worldwide Developers Conference earlier this week, it wasn’t the new operating systems, updated MacBook Air or Mac Pro preview that stood out. It was the mission statement and TV ad unveiled by CEO Tim Cook. Why? Well, for much of the past 16 years, Apple has been about show, not tell. They showed new products — candy-colored iMacs, the iPod, the iPhone, the iPad — and we could see immediately how different, how elegant, how innovative they were. And even though showman Steve Jobs was a master at making users covet Apple’s technology, his superlatives – Amazing! Cool! Magical! – were really unnecessary because the products spoke for themselves. That’s why the new messaging is kind of curious. In both videos, Apple talks about what it takes for a product to bear the “Made by Apple in California” label rather than show its tech in action. Here’s the text from the 90-second mission statement, called “Intention.” Video above.

if everyone/ is busy making everything/how can anyone perfect anything?/we start to confuse convenience/with joy/abundance with choice./designing something requires/focus/the first thing we ask is/what do people want to feel?/delight/surprise/love/connection/then we begin to craft around our intention/it takes time…/there are thousand no’s/for every yes./we simplify/we perfect/we start over/until everything we touch/enhances each life/it touches./only then do we sign our work./Designed by Apple in California

I asked some marketing experts what they thought about Apple’s approach. Former Apple ad man Ken Segall says the ad, called “Our Signature,” is “filler” messaging until Apple delivers new products later this year. “If they had great products to talk about, we wouldn’t be seeing those ads. It is a bit defensive because they’re under attack, not just from Samsung, but also from all the critics out there because there are no new products. I think it is defensive – ‘We may not have new products, but we really work hard on these things. We don’t put our signature on it until it’s right.’” Hayes Roth of Landor Associates gives Apple kudos for the ad because it “supports how integrated Apple products are in one’s life. They really do enhance people’s lives, connecting across borders, cultures, languages, and experiences – whether in your personal or professional life – Apple has found a way to be a part of it. It truly is a lifestyle brand for the digital age, and while they may have a hiccup here and there, Apple remains a cult brand, and its consumers are some of the most loyal in the world. This ad does a great job of underscoring that, and bringing it to life in a real, tangible way.” Roth also says the ad and mission statement show that “it’s a new era” under Tim Cook. “It is really a signal of a very different attitude. Steve Jobs would have choked on that. He would probably have fired someone. It doesn’t make Tim Cook’s approach wrong. It just means it’s a new era.”

Color palette redux? Apple’s new version of the iOS mobile operating system – iOS 7 – features a new colors, a new font and new icons. It’s the first time the OS was created under the direction of design chief Jony Ive, who was named head of human interface last year. Rather than take the stage at WWDC, Ive explained the design goals behind iOS 7 in a seven-and-a-half-minute video (below). There are lots of opinions on the new OS – Senator John McCain is a fan already and thanked Apple for being so quick to incorporate the feature (automatic iPhone app updates) he asked Cook for during that Senate subcommittee hearing on taxes back in May. But most reviewers will wait until the fall when it’s released to offer their final verdict. I couldn’t help feeling that the new color palette seemed somehow familiar. When I got home, I dug out a bag I got back in May 1991 from Apple to celebrate the release of its System 7 operating system for the Mac. I knew I’d seen those reds and pinks before.

The iPhone countdown begins. The release of iOS 7 in “the fall” means that the new version of the iPhone will also be released then, since Apple typically ties the release of its newest smartphone to the latest OS. For the past year or more, there’s been speculation that Apple is working on higher-end iPhones with bigger screens as well as lower-priced models as part of a strategy to expand the audience for the device — just as it did with the iPod. So expect to see many stories in the coming months speculating on what those bigger and less-expensive models will look like. This week’s rumor: Apple may release the iPhone in different colors. Just remember the takeaway: new iPhone in the fall.

Did too. Did not. The Department of Justice’s case against Apple over e-book price fixing continued this week in New York federal court. The DOJ introduced an e-mail written by Steve Jobs and addressed to iTunes chief Eddy Cue, which the government said proves its case that Apple was colluding with publishers to force Amazon to adopt a new pricing scheme for e-books. The only thing is that Apple got up and said what the DOJ presented was a “draft” e-mail that Jobs never sent. The company then introduced the e-mail that Jobs actually did send to Cue, which lacks the reference to forcing Amazon to switch its pricing. Cnet has both emails here, and you can find all the government’s exhibits here. Cue, a key figure in the alleged price-fixing scheme, was in the courtroom yesterday to testify, and he said Jobs was reluctant to offer e-books on the iPad at all before agreeing to the idea a few months before the tablet was introduced. The trial before U .S. District Judge Denise Cote, who will decide the case without a jury, continues next week. The other interesting piece out of the courtroom this week: Apple says it has about a 20 percent share of the e-book market.

Steve Jobs stuff. JOBS, the Steve Jobs biopic starring Ashton Kutcher, is set to be released on Aug. 16. ….Musician Kanye West described himself this week as the Steve Jobs of the Internet. “I think what Kanye West is going to mean is something similar to what Steve Jobs means,” West told the New York Times. “ I am undoubtedly, you know, Steve of Internet, downtown, fashion, culture. Period. By a long jump. I honestly feel that because Steve has passed, you know, it’s like when Biggie passed and Jay-Z was allowed to become Jay-Z.” Uh huh…And lastly, Apple fan sites were quick to note that Apple seems to be paying subtle tribute to Jobs in iOS 7: The heavy rectangular frames used for the “Add to Reading List” icon has been replaced with Jobs’ rimless spectacles.

That’s it for this week. Enjoy the weekend.

Missed last week’s issue of Apple Loop? Here you go:

Apple Loop: iOS 7 Debut at WWDC, Apple Caught Up in Prism, New Campus Brings New Jobs 

Apple Loop logo designed by Laura Leddy.

Article source: http://www.forbes.com/sites/connieguglielmo/2013/06/15/apple-loop-cook-unveils-mission-statement-ios-7-gets-colorful-new-iphone-in-the-fall/

PX-0055 and PX-0195. Click to enlarge.

FORTUNE — Plaintiff’s Exhibit 55, which U.S. attorney Dan McCuaig introduced with a flourish at the end of the day Tuesday, was almost too good to be true.

It was a Jan. 14, 2010 e-mail from Steve Jobs himself, and not only did it seem to support the central theory of the government’s antitrust case against Apple (AAPL), but it suggested for the first time that Jobs — not his pointman Eddy Cue — was the “ringmaster” of the alleged conspiracy to raise the price of e-books. See Did Steve Jobs give the DOJ a smoking gun?

Apple’s lead attorney, Orin Snyder, had tried to defuse the evidence on Tuesday, but the judge cut him off and his question was stricken from the record.

On Wednesday, however, Snyder slipped into evidence another government exhibit — Plaintiff’s Exhibit 195 — that on close examination looks like a small incendiary device that he plans to set off on Thursday, when Eddy Cue takes the stand.

It’s another Steve Jobs e-mail time stamped 18:21:39 – 2 minutes and 30 seconds after PX-0055 — that looks just like the earlier one (same subject matter, same recipient, appended to the same Eddy Cue e-mail) with one important difference:

Where PX-0055 had language about moving “Amazon to the agent model” that supported the government’s case, in PX-0195 that language has been replaced by a version of the so-called “most favored nation” clause that tends to support the defense.

Could it be, as Snyder suggested when he introduced PX-0195 into evidence, that there were multiple drafts of this e-mail in Steve Jobs’ computer? And that U.S. attorney McCuaig chose to show the judge — and the reporters covering the case — an early one that Jobs had tossed out less than 3 minutes later?

Having written a story about the “smoking gun” e-mail, I feel like the government pulled a fast one. I can only imagine how U.S. District Judge Denise Cote — who will decide the non-jury case — is going to react.

We may find out Thursday when Snyder gets a chance to ask Cue what he knows about it. On the other hand, Cue was in the middle of the action in those six weeks in late 2009 and early 2010 when the government says the illegal plot was hatched, and there may be too much ground to cover to spend a lot of time on a single piece of e-mail.

The case is U.S.A. v. Apple.

For background, see:

• The key to the e-book antitrust case: What Apple’s deal meant
• The DOJ is arguing the facts. Apple is arguing the law.
• U.S.A. v. Apple could go to the Supreme Court

Article source: http://tech.fortune.cnn.com/2013/06/13/apple-ebooks-jobs-smoking-gun/

In this edition of Ask Maggie I take a look at some of the new features available in the software. And I explain how the iOS 7 could make older iPhones feel like new. Ultimately, I offer my opinion on whether users should upgrade to the next version of iPhone hardware or just upgrade the software and enjoy the benefits of new features and a new user interface.

iOS 7 offers a new look and feel for old iPhones

Dear Maggie,

I’ve had several iPhones through the years. I’m usually tempted to buy a new one each time they come out. Last year, I bought an
iPhone 5, even though I already had the
iPhone 4S. I do like the bigger screen and the fact that the phone has LTE. But other than that, nothing much has changed in terms of the hardware on Apple devices.

Now I’m wondering if you think it will be worth upgrading when the next iPhone is introduced later this year. I’m just thinking that the new iOS 7 looks pretty cool, and I may not even need a new iPhone if I can update my iPhone 5 with the new software. What do you think? Will iOS 7 make me feel like I have a new phone?

Thanks,
Jerry

Dear Jerry,

It’s hard to answer your question definitively given that a new iPhone hasn’t yet been announced. At this point, I don’t know what new hardware features Apple will add to the next version of the iPhone, which we expect to be introduced in the fall. Still, I think what you’re getting at in this question is a valid point.

Eventually, the hardware differences among new devices become somewhat insignificant to most wireless users. Some people might argue that we’ve already reached that point. And that’s why the nearly 3-year-old
iPhone 4, and almost 2-year-old iPhone 4S are still selling like hotcakes.

For me, the big leap in hardware came with the iPhone 5. While it looked very similar to the iPhone 4S, except for a slightly bigger screen and body, the most important technology change was its support of 4G LTE.

The iPhone 5 is the first iPhone to support this network technology. And in my opinion this hardware difference, which greatly improves network performance of the device, was enough to recommend the iPhone 5 over the iPhone 4 and the iPhone 4S.

I don’t anticipate the same kind of must-have hardware upgrade in the next iPhone. Of course, I expect the processor to be faster, the screen to be better, and the camera to be improved. But in my estimation those are all incremental changes that often don’t mean much to average consumers when compared with the previous-generation product. I think we’ve already reached the point where most consumers are fine with the hardware specs of last year’s iPhone, or any smartphone for that matter. We are now in an era where the big differences are about software features and the user interface.

Luckily for you and other iPhone customers who have bought older iPhones, the new iOS 7 will add a new look and feel, plus new functionality to your existing device. Even the 3-year-old iPhone 4 will get this refresh with the software update.

Of course, it will be interesting to see how the software operates on the older generation of products, particularly the iPhone 4 and iPhone 4S, given they have slower processors and lower resolution screens than the newer iPhone 5 and presumably the upcoming iPhone.

But my guess is that the iOS 7 software will breathe new life into these products as you’ve suggested. And this is going to be particularly true of the iPhone 5, which boasts newer components that will likely be able to take advantage of most, if not all, of the new functionality in the updated OS.

In other words, I really do think that this new operating system will change your iPhone experience, and may even satisfy your temptation to buy a new iPhone when it’s released this fall.

How is iOS 7 different?
Apple CEO Tim Cook said during the WWDC 2013 keynote presentation this week that iOS 7 is the biggest change to the mobile platform since the iPhone was introduced five years ago.

Why? Even though Apple has added new features to the iOS software running on all its mobile products, the basic user interface and functionality of the devices has remained the same since the original iPhone was first introduced in 2007.

In this latest version of software, every aspect of the user interface has been redesigned. This means sharper and flatter icons, slimmer fonts, a new slide-from-the-bottom unlock function, and a Control Panel that gives you easy access to all the frequently used settings on your phone. There are animated transitions when opening and closing apps, and a 3D effect that makes the wallpaper on the device appear a bit further behind the icons.

(Credit:
Apple)

CNET Reviews editor Jessica Dolcourt noted in her hands-on post about the software that it’s important to note that “even though it looks completely different, it’s still easy to pick up and use right away because the core functionality is largely the same.”

But iOS 7 offers more than just aesthetic changes to the user interface. There are also some new features built into the updated look of the software. Here’s a look at some of these features, based on information provided during the keynote presentation, and Jessica’s hands-on experience with the new iOS 7.

Control Center
Apple has finally put all the frequently used settings in one place, which is called the Control Center. From here you can control your music and switch on and off airplane mode, Wi-Fi, and Bluetooth, as well as turn on a flashlight or increase the screen’s brightness. It should make managing and using different features on your phone much, much easier.

Safari
Apple has improved the Safari mobile browser in iOS 7. The biggest change to the browser is a unified search and URL field. And now there’s more flexibility with browser tabs. The tabs now preview as vertically scrolling rectangular cards, and you can swipe them away in a gesture, just like we’ve seen on some Android phones. The new Safari in iOS 7 will also let users access Apple’s new iCloud Keychain, which stores passwords and credit card numbers in the cloud to provide access across multiple devices.

Multitasking
In iOS 7, Apple has finally improved multitasking. All apps will now be able to update in the background while you’re handling other tasks on your phone. And Apple promises this won’t affect battery life. You can double tap the screen to bring up a tiny thumbnail of icons of open apps. Again it looks like Apple has borrowed a bit from Microsoft and Android in the design of this new feature.

AirDrop
Another new feature included in iOS 7 is AirDrop, which lets users create a local ad-hoc network among other iOS users that are nearby. It allows you to share a photo or some other bit of content simply by hitting a share button. Apple uses Wi-Fi and Bluetooth to send the content over a very short distance to the recipient.

The feature is similar to Samsung’s own sharing tool that uses the tap and go technology called NFC.

This is one of those features that is limited by hardware. And it will be available only via the iOS 7 update on the iPhone 5, fifth-generation iPod Touch, fourth-generation iPad, and iPad Mini.

The fresh new look of Apple iOS 7 (pictures)

Camera and photos
As part of the redesign of iOS 7, the look and feel of the camera app has been updated. CNET camera editor Joshua Goldman has all the details on that update in a post. So if you want more information, check it out.

In a nutshell, Apple has made it easier to access available shooting modes, such as still, panorama, video, and a square, Instagram-like configuration. And it’s also made it supersimple to apply filters to the still or square shots.

The new iOS 7 also provides a different way of organizing phones in the Camera Roll. Instead of just allowing you to organize photos by when they were taken, it now organizes them by geotagged location. You can also arrange your pictures by year and get an overview of a particular year with teeny tiny images. It’s much like the organizational features available in Apple’s desktop iPhoto app.

iTunes Radio
Apple has launched its own Internet radio station. There’s nothing new or different here when compared to other music services from Pandora, Google, Spotify, or Slacker Radio. It basically lets you build radio stations around a favorite artist, song, and genre of music. The service can be used on any device running your iTunes account. And it’s ad-free for iTunes Match users.

Apple has also updated Siri, its voice activation feature. The updated version lets users switch to a male Siri voice and it offers non-English speakers access to the service. But the most substantial addition to the feature, as Jessica Dolcourt explains in her hands-on look, is that the updated Siri can now trigger actions on your phone’s system settings, like play a past voicemail, turn on Bluetooth, and increase the brightness settings on the screen.

“Many voice assistants can’t do this, so it’s nice that Apple has increased Siri’s capabilities this way — though it isn’t clear how deep into the controls your voice can go,” Jessica notes in her post. “You can also ask Siri to search Wikipedia and Twitter.”

FaceTime audio
FaceTime isn’t just for video chats anymore. The new iOS 7 will allow people to make audio-only voice calls using the FaceTime app via a Wi-Fi connection.

iOS in the car
Apple has greatly improved in-car functionality for its iOS devices with iOS 7. The update will let people control more systems in their cars via their iOS device. This includes placing calls, playing music, and looking up directions. All of it is voice activated, thanks to integration with Siri.

App Store
Another cool new feature for those using iOS 7 is an update to the App Store that allows users to search for popular apps based on location. So for example, say you’re in a museum, you can search and find apps relevant to that particular museum.

The bottom line
Barring any major redesign of the iPhone in the upcoming release, I think the upgrade to iOS 7 will satisfy your urge for something new on your iPhone. I also think that when the new iPhone comes out, it could make a cheaper iPhone 5 very attractive, since you’ll get all this new functionality via the software update without paying the premium price of a newer iPhone.

Of course, this analysis could change once Apple introduces its new iPhone. The company is very tight-lipped about future products. So we’ll just have to wait and see. I hope this advice was helpful. Good luck!

Ask Maggie is an advice column that answers readers’ wireless and broadband questions. The column now appears twice a week on CNET offering readers a double dosage of Ask Maggie’s advice. If you have a question, I’d love to hear from you. Please send me an e-mail at maggie dot reardon at cbs dot com. And please put “Ask Maggie” in the subject header. You can also follow me on Facebook on my Ask Maggie page.

Article source: http://news.cnet.com/8301-1035_3-57589013-94/will-ios-7-make-my-old-iphone-like-new/

(Credit:
Apple App Store)

C2 Enterprises has improved the performance and abilities of Photosmith, its iPad app for screening, cataloging, and rating photos before they’re handed off to Adobe Systems’ Lightroom.

Photosmith 3 is a complete overhaul, developers said in a blog post: “Much of the core of the app has been rewritten or updated to provide more stability. Key areas have been optimized for speed.” The software arrived on the App Store on Wednesday.

Version 3′s reworked import process is much more flexible, they promised. Instead of storing photos in the
iPad‘s camera roll, Photosmith 3 can store photos in its own catalog, and it can now import them from Eye-Fi wireless SD cards, FTP servers, and other sources.

And synchronizing photos with Lightroom, which requires installation of a plug-in for the photo editing and cataloging software and a Wi-Fi connection, is faster. “Just transferred 249 photos from @Lightroom to @photosmithapp 3 over WiFi. Took almost 30 mins. Used to take 4 hours many restarts. w00t!” tweeted photographer Matt Vanecek with glee.

Other changes include support for images up to 12,000×12,000 pixels, the ability to delete photos from within the app, and faster launch.

The software steps squarely into the middle of the debate about whether
tablets are good for creating content or just consuming it. Photosmith only helps out Lightroom and is more about cataloging than editing, but it’s for managing photos, not merely gazing at them.

The app costs $20, but the upgrade is free for existing users.

The new version took longer to build than expected.

“What was supposed to be a three-month update ended up being an eight-month complete overhaul,” the developers said. “We knew what had to be done, but didn’t know the full extent of what that would entail. Version 2 of Photosmith was built on a foundation that just couldn’t support the stability and flexibility that serious photographers need, and it suffered a number of issues because of that. And while we could work around some of these issues, making some major changes was unavoidable.”

Adobe has worked on Photoshop for iPads, but so far hasn’t had anything to offer in the way of Lightroom abilities. That’s changing now, though: Adobe has shown a Lightroom-style photo editing prototype work on an iPad using an app that synchronizes to a photographer’s main Lightroom catalog.

Photosmith lets photographers apply color categories, flag picks, and zoom in on photo details, including raw images taken with higher-end cameras.

(Credit:
Apple App Store)

Article source: http://news.cnet.com/8301-1035_3-57589029-94/speed-boost-for-photosmith-a-lightroom-linked-ipad-app/

While speaking at the PTTOW! summit last May, legendary ad executive and TBWA Global Director and Chairman Lee Clow reminisced fondly about his 30-year journey “looking into the future” with Steve Jobs.

He was 25 years old, when I met Steve. And he was already this passionate, intense. He and Wozniak invented this thing called the personal computer. Wozniak was just kind of into it for the hobby kind deal. Steve looked at it and said, “This is going to change everything.”

Clow touched on a number of topics, but his story regarding Jobs’ love of branding is particularly interesting.

Clow said that Jobs loved brands, having grown up admiring both Sony and Polaroid not only for furnishing cool products, but also because they represented the type of branding he admired.

Clow explains that in calling the company “Apple”, Jobs may have been influenced by Sony which in 1958 changed the company name from Tokyo Tsushin Kogyo to Sony because it was a “charming, kind of fun, sunny, nice name.” Another theory, not mentioned by Clow, is that Sony was chosen because it was easy to pronounce in any language.

Drawing a parallel between that and Jobs’ decision to name his company Apple, Clow explained:

I think, even though I’m sure he didn’t think it through, that his intuition told him that he’d introduce the world to technology that was going to change everyone’s life and do special things, but at the same time, it was going to be new, it was going to be scary, and people weren’t going to know what to do with a computer, or if they even needed one.

So he thought – Apple.

Maybe if it’s named something non-threatening, something likeable, something you could trust, I think he intuitively understood that that was gonna be a more graceful way for people to come to this technology that he believed would be so amazing and change our lives.

Also interesting, and clearly a principle that seeps into every aspect of Apple’s products, was Jobs’ belief that everything a brand does is a de facto advertisement.

“Steve figured out,” Clow said, “that every way a brand touches you is a message, and it’s either a positive message or it’s a message that kind of contradicts what you thought about the brand.”

That said, Clow relayed how Jobs and Apple from the very beginning left no detail to chance. Clow explained that his company even helped write the manuals for the original Mac because Jobs wanted it to be accessible to the masses, not written in technical jargon that would inevitably alienate and confuse consumers.

That attention to detail, Clow continued, is also evident in Apple’s unique approach to packaging, and of course, Apple’s retail stores which Clow once told Jobs were the best ads Apple ever did.

There are a lot more interesting nuggets in the full video below. It’s well worth watching.

Share

Source: http://www.youtube.com/watch?v=8qP-3cvpomY

Article source: http://www.tuaw.com/2013/06/09/legendary-ad-man-lee-clow-talks-about-steve-jobs-love-of-brandi/