Apples

How to pluralize iPhone and iPad correctly – Apple’s answer

09/01/2022 by

The story begins in April 2016, when Phil Schiller, Apple’s senior vice president of marketing, gave a short lesson on English to his Twitter followers. He explained why it is impossible to form the plural from the name of “apple” products.

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The reason for the educational program was a discussion between analysts Benedict Evans and Michael Gatenberg. They both figured out how to properly pluralize the iPad Pro tablet. The options featured iPads Pro and iPad Pros. Phil Schiller intervened in the dispute, who explained to the ignorant that the names of “apple” devices do not have plurals.

In his mini-lesson, Schiller separately mentioned that the use of the sentence “I have three Macs” is incorrect. It would be correct to say, “I have three Macintosh computers.” And the same goes for the iPhone and iPad. For example, Mr. Evans has two iPad Pros. “

However, vigilant users found an example of a violation of these rules in a press release from Apple itself. In it, “illiterate” authors dared to form the plural from the word iPhone – iPhones.

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IPad 9 Review: Apple’s Most Affordable Tablet in 2021

24/09/2021 by

At the fall presentation of 2021, Apple presented, in addition to the new iPhone 13, an updated model of the company’s most affordable tablet – iPad 9 (2021). The main updates were expectedly the processor and camera.

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9th Gen iPad Design & Colors (2021)

The appearance of the tablet has not changed at all – the case with dimensions of 250.6 × 174.1 × 7.5 mm is identical to the budget model of 2020, if you do not take into account the difference in a few grams of device weight.

Two color options are available – Silver and Space Gray.

The location of the interface connectors and controls is also preserved: the Home button with a fingerprint scanner below the display, Lightning and Smart Connectors, power and volume buttons remained in their places.

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IPad 9 (2021) display

The only update of the tablet’s screen was the appearance of True Tone technology, otherwise it is the same Retina display with a diagonal of 10.2 inches with a matrix with a resolution of 2160 × 1620 pixels (264 ppi).

It is worth noting that the new iPad mini 2021 is already equipped with screens such as Liquid Retina with a noticeably higher picture quality (326 ppi).

iPad 9 supports Apple Pencil (1st generation) and Smart Keyboard.

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Processor iPad 9 (2021)

Apple is consistently increasing the performance of its devices. With the release of the new A15 Bionic chip for flagship devices, the budget tablet received an A13 processor, which is noticeably more powerful than the A12 in last year’s model. The same goes for the GPU and the Neural Engine.

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Drive iPad 9 (2021)

The storage capacity of the available specifications of the 9th Gen iPad has doubled to 64GB and 256GB, up from 32GB and 128GB of its predecessor.

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Cameras iPad 9 (2021)

As for the main camera, it still has very modest performance by the standards of 2021. Matrix with a resolution of 8 megapixels and a five-element lens, capable of shooting video in HD-resolution (1080p) and taking photos in HDR mode.

The front camera, which had a noticeably outdated 1.2MP sensor in the previous 2020 model, has been updated and is now similar to the iPad mini 6 with a 12MP resolution.

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Battery iPad 9 (2021)

The tablet is equipped with a battery, standard for 10.2-inch Apple devices, with a capacity of 32.4 Wh and can work 9-10 hours when watching videos or surfing the Internet.

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IPad 9 Package Contents (2021)

Unlike the 2021 iPad mini, the 9th Gen iPad still has a Lightning connector for charging and syncing data, but comes with a USB-C adapter cable and a matching 20W adapter.

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Specifications iPad 9 (2021)

Price iPad 9 (2021) in Russia

iPad 2021, 64 GB, Wi-Fi version – 30,990 rubles
iPad 2021, 256 GB, Wi-Fi version – 44,990 rubles
iPad 2021, 64 GB, Wi-Fi + LTE – 42,990 rubles
iPad 2021, 256 GB, Wi-Fi + LTE – 56,990 rubles

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Should I close the camera on a Macbook: Apple’s answer

10/08/2021 by ALOK DAS

Confidentiality issues are of concern to many. And how can you not pay attention to the problem when various news sources constantly trumpet about the leakage of our data to IT giants. Not only do they already have complete information about what we do on the Internet, what we buy and what we are interested in, but it also seems that we are being invisibly spied on with the help of our own smartphones and laptops. At least many people believe it.

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As proof of this, we can cite the example of the famous photograph with the taped camera of Mark Zuckerberg’s laptop. And there are manufacturers who decided to use these fears and even released special laptop models with a shutter on the camera.

I must say that such a step reassures many – it seems that this will help to avoid secret surveillance. A similar fate has not passed and the owners of MacBook, especially Apple, no less than other IT giants, is famous for collecting information (officially – only to make life easier for users). But not so long ago, Apple itself officially spoke out on the topic of whether it is necessary to glue the MacBook webcam. The manufacturer strongly discourages doing this, and here’s why.

Simple protection seems to be reliable, only it can damage your laptop. In any case, Apple issues such a warning to all MacBook users who decide to protect themselves in this way. When you try to install some kind of overlay on the camera, you can easily press down the upper part of the display, damaging it – the gap between the keyboard and the screen is too small. And there have already been such precedents. And for users to be sure of their safety, a special indicator is installed on the Mac, which is just activated when the camera is turned on. The overlay can also disrupt the light sensor and cause useful features such as automatic screen brightness and True Tone technology to malfunction. To be on the safe side, it is better to pay attention to the indicator associated with the operation of the FaceTime HD camera or in the “System Preferences” explicitly specify the applications that are allowed to use the camera.

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How does the MacBook camera display (green indicator) work?

When creating Apple products, a lot of attention is paid just to the issues of protecting users’ personal information. There is no need to resort to such primitive measures as gluing the camera – security technologies come to the rescue. They will help to restrict access to your data. In particular, the FaceTime HD camera in the MacBook has a special indicator. As soon as the module starts working, the diode turns green.

This will allow the user to always know exactly when his camera is active. It is designed in such a way that it cannot physically turn on without activating the indicator. So it clearly signals the activation of the camera. This approach makes gluing the camera senseless – the user always knows exactly when it starts working.

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Selecting apps to use the camera

The second, additional step can further ensure your level of security. You can choose which applications use the built-in camera in your MacBook. On macOS Mojave or later, the user is required to have permission to use this module. You can find out which programs already have access and adjust it by recalling or giving it to other applications in the menu System settings → Protection and safety → Confidentiality → Camera…

Find in the list the application that you want to give access to the camera and mark it with a checkbox. If you uncheck the box, then this program will no longer be able to use the camera. Moreover, when you try to access it, you will receive a notification prompting you to reactivate this feature.

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How do I use the camera overlay?

It may well be that the camera overlay needs to be installed according to your employer’s work guidelines. How logical they are is another question. In such a situation, the following actions can be recommended.

The thickness of the lining should be no more than 0.1 mm, which can be compared with the thickness of a sheet of paper;
Do not use an overlay that can leave glue marks on the camera;
If your cover is thicker than 0.1 mm, then it is recommended that you remove it every time you close the lid of your MacBook.

These measures will finally convince the user or his employer of safety, and at the same time ensure the safety of the equipment.

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Apple’s Rules for Success: 11 Principles Employees Must Follow

11/05/2021 by ALOK DAS

Former Apple employee Huxley Dunseny shared his experience at the company and posted a photo of his work badge, on the back of which is posted 11 rules of success by the vice president of business development of the European office of Apple John Brandan, designed to inspire and motivate employees of the corporation.

“It [Джон Брэндон] was a great guy in communication, despite his high position compared to my then low status. It seemed that he really lived by these rules and made his organization feel like something special even during the period when Apple was just beginning to rise, ”wrote Dunseny.

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In 2004, Apple’s position was nowhere near as strong as it is now. At this time, the company had just unveiled its first iPod Mini, and work on the project for the first iPhone was only in its early stages.

According to a former Apple employee, his favorite rule was # 5, “Everyone sweeps the floor.”

“This means that there is no unimportant or insignificant work. In other words, you don’t need to be arrogant just because you work at Apple or got a promotion, or your salary is an impressive amount – the basic foundation matters and you should always help, no matter how high you have taken off or how important you think you are, ”explained Dunseny.

Dunseny worked as a product consultant for Apple, but the rules apply to other areas as well.

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Apple’s rules of success

one… Let go of the past and make the most of the future;

2… Always be honest, we want to hear bad news sooner rather than later;

3… We expect the highest level of conscientiousness, if you are in doubt – ask;

four… Learn to be a good entrepreneur, not just a good salesperson;

five… Each person sweeps the floor;

6… Be professional in your style, communication and commitments;

7… Listen carefully to clients, they do not always understand what is at stake;

eight… Create mutually beneficial relationships with our partners;

nine… Back up each other, it is always useful to exchange information;

10… Don’t take yourself too seriously;

eleven… Have fun or it won’t be worth it.

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How to pluralize iPhone and iPad correctly – Apple’s answer

07/02/2021 by ALOK DAS

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The reason for the educational program was a discussion between analysts Benedict Evans and Michael Gatenberg. They both figured out how to properly pluralize the iPad Pro tablet. The options included iPads Pro and iPad Pros. Phil Schiller intervened in the dispute, who explained to the ignorant that the names of “apple” devices do not have plurals.

In his mini-lesson, Schiller separately mentioned that the use of the sentence “I have three Macs” is incorrect. It would be correct to say: “I have three Macintosh computers.” And the same goes for the iPhone and iPad. For example, Mr. Evans has two iPad Pros. “

However, vigilant users found an example of a violation of these rules in a press release from Apple itself. In it, “illiterate” authors dared to form the plural from the word iPhone – iPhones.

See also:

Apple’s 1986 fashion catalog

05/12/2020 by ALOK DAS

In the history of Apple, which will turn 45 on April 1, 2021, you can find many interesting facts. For example, few people know that the love of perfect design at one time took over the heads of the company so much that they even decided to release a catalog of fashionable clothes.

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It happened in 1986, when Steve Jobs has already been fired from the company. It is difficult to judge who exactly initiated the launch of the project in the field of haute couture, but the result turned out to be quite interesting.

In the 1980s, windsurfing was a particularly popular pastime in San Francisco, as was the rest of the east coast of the United States, which affected clothing patterns.

In the pictures, you can easily see the image of a successful employee of one of the technological corporations in Silicon Valley, who loves to spend the weekend on California beaches or golf courses.

Interestingly, in addition to women’s, men’s and “unisex” clothing, Apple also presented clothes for children, toys and even windsurfing boards.

Considering the deep industrial crisis in which the corporation was at that period, a seditious thought creeps in – wasn’t Scully trying to keep designers and other specialists, loading them with any, even the most absurd work?

However, time put everything in its place – soon Cupertino was in vogue for Levi’s 501 jeans, black St. Croix and New Balance sneakers.

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Apple’s M1 processor for new Macs: an overview of features and performance

12/11/2020 by ALOK DAS

On November 10, 2020, during a regular event, Apple presented a new chip of its own production for Mac computers. It was named M1. According to Apple, the new processor can claim to be the fastest processor installed in laptops. And although such loud statements should be treated with a certain skepticism, it should be admitted that comparing the development trajectories of Apple’s A-series processors and solutions from Intel forms a clear picture: Apple has long been trying to catch up with the leader in the production of chips for PCs. And now, it seems, it turned out to be done.

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Comparison graph

One of the key graphs of the M1 presentation was comparing the performance of Apple’s solution per unit of power relative to other computers. Comparison of computational solutions is an ambiguous thing. Apple has been criticized for its methodology. Comparison by random performance points is ambiguous, but the designated point for 10 W, in which Apple claims a performance advantage of 2 times compared to traditional processors, makes some sense. After all, this is the nominal TDP (thermal design power) of the chips used in the Intel-based MacBook Air.

Again, it is precisely because of the energy efficiency characteristics that Apple has been able to achieve in the mobile segment that the M1 promises to show such a big gain. The picture definitely matches the available data for the A14 processor. In other words, you can be sure that the pretty curves Apple drew to compare the performance of the M1 and Intel chips are accurate over the entire range shown. And the selected extreme points best show the superiority of one solution over another.

Apple’s claims about performance and energy efficiency lack precise context as it is difficult to know what to compare with what and under what conditions. There are really a lot of variables, but details are still frankly lacking. But these are all minor quibbles that confirm the superiority of even the less powerful Apple A14 over Intel’s PC chips in a number of tests.

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Apple mobile performance versus AMD and Intel processors

The performance data for the A14 is truly amazing. If it were not clear what kind of solution we are talking about, it might seem that we are talking about some new processor from AMD or Intel. And the fact that the A14 is currently competing with the best high-performance solutions in the x86 architecture market is an astounding achievement. Even in the famous SPECfp test, where workloads designed to work with a large amount of memory prevail, A14 (gray in the graph) not only keeps up, but in most cases outperforms Intel processors (blue in the graph). AMD (orange in the graphics) was only able to save face thanks to the recently released Zen3 architecture.

On the general charts, the SPEC2006 A14 shows absolutely fantastic results, leading in absolute performance and behind only the recent AMD Ryzen 5000 series.

The fact that Apple can achieve this with a total power consumption of 5W for devices with integrated controllers, relative to the power ratings of 21W (1185G7) and 49W (5950X) without controllers, makes the Cupertino-based company dominant.

While some have criticized the GeekBench benchmark as a means of comparing mobile versus PC performance, it makes little sense. The only actual difference between the SPEC and GB5 workloads is that the latter has fewer benchmarks that stress memory. In other words, GeekBench is more suitable for testing the processor itself, while SPEC is better at evaluating the processor and memory bundle.

And the fact that Apple handles both workloads well is indicative of a very well balanced microarchitecture. Obviously, Apple Silicon will be able to handle desktop workloads and deliver the required performance without too much trouble. You can believe Apple’s claims of superiority over Intel solutions even without regard to the release of the special M1 processor for Mac.

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Choosing a development strategy

These are critical times for the industry today as the Apple A14 clearly has the potential to perform better than Intel’s offerings. This trajectory for Apple’s solutions has evolved steadily over the years. Over the past 5 years, Intel has improved single-threaded performance by about 28%, while Apple was able to deliver a 198% improvement, or nearly 3 times. This is how the current chip is faster than the 2015 Apple A9. Staying right on track and flawlessly executing its decisions are what made Apple Silicon a reality. Anyone looking at the superiority graph will realize that Apple simply had no choice but to ditch Intel and the x86 architecture in favor of a different microarchitecture and its own solution. Maintaining the previous course would mean stagnation and deterioration of product capabilities. The move is a big risk for Apple, but there is clearly room for growth.

We’ve already seen that the A14 performs excellently and beats Intel’s solutions. And the new M1 chip should be even better. Apple claims the M1 is the world’s fastest processor. Taking into account the lag of the A14 only with the latest AMD Zen 3 chips and the operation of the Firestorm cores in the M1 at an increased frequency, 50% increased L2 cache, this statement can be believed.

Introducing yet another part of the hardware development process within the company will give Apple even more room to optimize its computers. No wonder the famous scientist Alan Kay said that a company that takes its software seriously should create its own hardware for it. You can add this phrase like this: a company that is serious about hardware and software should create its own chips.

And the first Macs with an M1 processor were the 13-inch fanless MacBook Air, the 13-inch MacBook Pro and, unexpectedly, the new Mac mini.

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Apple Silicon M1 Chip

In the summer of 2020, at WWDC, Apple announced its plans to ditch Intel’s Mac lineup. But the cooperation has been going on since 2006! Steve Jobs and Paul Otellini (CEO of Intel) then jointly announced the deal between Apple and Intel.

The transition to Apple Silicon will be similar to the situation with the iPhone and iPad, which use the company’s own processors labeled A. We can expect improved optimization of both the operating system and programs on the Mac – the manufacturer has received more control over the compatibility of hardware and software.

Using Apple Silicon on the Mac means that it will theoretically be able to run iPhone and iPad apps there. And although the reaction of the developers is still unclear, we should expect the appearance of proven mobile hits in the Mac App Store. Here’s what new Macs will be able to handle:

IPhone and iPad apps on Mac installed via the Mac App Store
The Rosetta 2 emulator will allow you to run applications designed for Intel Mac computers on Apple Silicon. Apple claims that sometimes apps will work better with Rosetta and M1 than Intel.
Generic Apps are apps built for Apple Silicon and Intel processors and can be downloaded from the Mac App Store or the Internet.

When Apple announced the new M1 processor during the “One More Thing” event at Apple Park, it announced the first chip designed specifically for the Mac.

It is built using 5nm technology and has 16 billion transistors. Apple says the M1 was designed for Mac systems where small size and energy efficiency are critical.

Plus, the M1 delivers industry-leading performance per watt. That’s why the first MacBook Air and MacBook Pro models with Apple Silicon will be able to offer noticeable battery life improvements over their Intel-based predecessors.

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Central processing unit M1

At the heart of the M1 chip is an 8-core processor with four high-performance cores and four high-performance cores. Each of the high-performance cores provides industry-leading single-threaded performance, and Apple claims they are “the fastest low-power processor cores.”

Interestingly, Apple claims that the four high-efficiency cores deliver “outstanding performance at one-tenth of its original capacity.” In fact, the high-efficiency cores themselves are so fast that they provide similar performance to the dual-core Intel MacBook Air, but the system is much more power efficient.

According to Apple, eight cores can work together to deliver “incredible processing power for the most demanding tasks and deliver the world’s best processor performance per watt.” And according to preliminary data from experts, the M1 chip will really live up to expectations.

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M1 GPU

But the M1 doesn’t stop there: it also features an 8-core GPU that can handle 25,000 simultaneous threads. According to Apple, this means that the M1 can handle “extremely difficult tasks” with ease. The manufacturer said the M1 has “the world’s fastest integrated graphics in a personal computer” with 2.6 teraflops of bandwidth.

But what will all this give users in reality? More information will follow with the release of the first Mac M1 computers. In theory, you can easily play Apple Arcade, edit videos, connect an external 6K display, and more.

Both the new MacBook Pro and Mac mini are available exclusively with an 8-core GPU. The new MacBook Air will come with a 7-core or 8-core GPU option.

Continuing the conversation about the performance of the M1 processor, one cannot fail to mention the impressive Geekbench test results. The M1-powered MacBook Air outperforms Apple’s top Intel-based computers, including the 16-inch MacBook Pro:

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Neural processor M1

The M1 chip will also bring Apple’s industry-leading neural processor into this segment for the first time. The M1 Neural Engine has 16 cores that can perform 11 trillion operations per second. Apple has been using neural processing units in iPhones and iPads since the introduction of the A11 processor in 2017.

What performance improvements can you expect from a neural processor? Think of it as something designed specifically for machine learning tasks. This includes things like video analysis, voice recognition, artificial intelligence, and more.

Many modern applications increasingly rely on machine learning for day-to-day tasks, so the neural processor in the M1 chip will play a very important role. It works in tandem with the main processor and graphics cores to enhance the capabilities of the Apple Silicon Mac.

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Unified memory and SSD performance

Apple’s new M1 chip also includes a new unified memory architecture:

The M1 has a unified memory architecture that combines high and low bandwidth memory into a single pool in a dedicated package. This allows all modules on the chip to access the same data without copying it across multiple memory pools. This approach further improves the performance and efficiency of the M1 chip.

As for SSDs, Apple has added a new high-performance storage controller with AES encryption hardware to enhance security and improve performance. In fact, Apple says the new M1-based MacBook Air will get twice the SSD performance.

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Secure Enclave and Image Processor (ISP)

As expected, the M1 received an Apple Secure Enclave to handle Touch ID authentication and other security tasks. However, this is not the first time Apple has introduced the Secure Enclave to a Mac. In previous Macs, Apple included the Secure Enclave in a T1 or T2 chip, but the technology will now be integrated directly into the M1.

Apple also says that the M1 chip features the latest image processing technology for higher video quality and improved noise reduction, as well as improved white balance and greater dynamic range. This is what gives Apple reason to claim that the new MacBook Air and MacBook Pro have improved their webcams despite retaining their previous 720p resolution.

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Apple M1 limitations

Apple’s new M1 chip has some limitations. The ideal solution still did not work out, but you need to understand that this is the first chip in history developed by Apple for the Mac.

The first Macs to feature the M1 chip were the MacBook Air, Mac mini, and the 13-inch MacBook Pro. You will notice that all three models have two USB-C ports that support USB 4 and Thunderbolt. Probably, it is the limitation of the M1 controller that does not allow placing more than two such ports.

Secondly, you will notice that the Mac M1 has a maximum of 16GB of RAM, while the Mac with Intel can have much more. The same goes for SSD storage, where the Mac M1 is limited to 2TB, but Macs with Intel can be 4TB or more. Again, this is probably where the hardware limitations of the M1 chip come into play.

Information has emerged that new Macs will not support external GPUs. You won’t be able to improve the performance of your computer by connecting an eGPU over Thunderbolt.

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Autonomy M1

The new M1 processor is specially designed for low-power machines where energy efficiency is especially important. The autonomy of the new MacBook Air has grown from 9-11 hours in various scenarios to 15-18, and the MacBook Pro will now work 17-20 hours instead of the previous 7-10!

You can look a little ahead and realize that Apple still has a lot to do to bring its processors to the Mac. Based on the M1 chip, you can expect powerful and versatile solutions for the rest of the Mac line.

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When There Was No YouTube: Apple’s 12 Best Print Ads Companies of Yesterday

24/10/2020 by ALOK DAS

Apple has a reputation for having some of the best ads in the world. Apple knows not only how to create unique products for consumers, but also how to sell them to customers better than any other company on the planet. Apple has had some incredible advertisements over the past four decades.

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Some of them have penetrated the hearts of consumers, while others were actually terrible. We’ve looked at some of the best advertisements over the years and decided these 12 are the best of all time.

One of Apple’s earliest advertisements, “Simplicity Is Ultimate Sophistication,” showed that Apple was actually using minimalism in its advertising campaigns. The company moved away from this style a few years later, but soon, in the late 90s, they returned to it again. We think this is one of the best examples of simplicity that Apple has used.

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Sometimes Apple created really bad ads like this one. Yes, we see an Apple computer and a child happily playing video games. But the computer is in a strange position, so that the child has to reach out in order to reach the keyboard, which is located on the opposite side of the monitor. Also, we see an unpleasant-looking seller who stands behind the child and for some reason gives him a massage. This is terrible. This ad was created in the early 80s and all bad ads followed.

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It is difficult to say which Think Different print ad campaign is the best, but Muhammad Ali has the advantage because he is Great. Think Different had a lot of simple advertisements that helped refine and rebuild the Apple brand following the return of Steve Jobs.

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The future was felt in the direction of the Newton platform, but Apple killed the MessagePad 200 very soon after its birth.

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The Macintosh was the first computer to make the PC easy to use. We love how this ad reflects the way Steve Jobs introduced the Macintosh to us by taking it out of the bag and showing the world what it can do.

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The Power Mac G4 Cube was not commercially successful, but it looked very attractive, and Apple had some great promotional print posters for it, like this one.

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The Apple IIc was one of the sleekest, smallest computers on the planet. See how cute he looks in this ad compared to IIe. Would you like to grab him, hug him tightly and go to bed with him?

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There was a lot of gossip during the iMac presentation. People thought the case looked silly and was just a publicity stunt. Apple’s ads helped convince the iMac that it was more than just a funny-looking computer and that it should be taken seriously.

Any advertisement in which a naked person hides parts of his body with a computer is a victory for us. By playing with the Apple concept, you can say that Apple is more than just a computer if you go back to the days of Adam and Eve. This idea was considered smart and fun.

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The iBook advertisements struck the perfect balance to show that this computer was serious enough for professionals, while also having the fun style that made it so successful.

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In one of the advertising series, Apple used the characteristic features of historical figures such as Henry Ford, Thomas Jefferson, and others, and asked users what would happen if these great people had access to a computer.

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Why can’t we get such beautiful photos as in Apple’s “Shot on iPhone” ad?

19/10/2020 by ALOK DAS

Photos and videos taken on iPhone as part of the Shot with iPhone promo campaign and the iPhone Photography Awards will impress no one. Delighted with what they saw, users buy Apple smartphones … and quickly realize that they themselves cannot shoot as beautifully. What’s the matter?

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No, of course, Apple is not fooling anyone – the iPhone camera is really used for shooting, and not some kind of movie camera with the “Pro” prefix. But if you take a closer look at the tiny subtitles that accompany the Shot on iPhone commercials, you’ll notice the significantAdditional equipment and software used“. Translated from English, this means “Filmed using optional hardware and software“.

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What are these “additional hardware and software”? Apple uses an arsenal of tools to make your Shot with iPhone photos and videos really beautiful. These include steadicams, lenses and tripods, and accessories are quite expensive – from several thousand dollars and more.

“If you were shown how this ad is done, you probably wouldn’t buy a brand new iPhone.”

Related video from renowned IT blogger and photographer Marquez Brownlee:

In reality, the opposite effect is achieved. Formally, there is nothing to complain about – the content was filmed on the iPhone, and the use of additional equipment is warned (albeit in small letters).

And even the most loyal fans of Apple probably realize that such “cinematic” content cannot be done with an “Apple” smartphone. But the sediment, as they say, still remained.

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Apple’s story in pictures – how Steve Jobs saved the company and brought it back to success

17/10/2020 by ALOK DAS

Jill Amelio (CEO of Apple from 1994 to 1997), buying NeXT in 1996, sincerely hoped that Jobs’s creative genius would help out the Apple collective, teetering on the brink of hopelessness and crisis of ideas. Steve saw only himself in the role of the hero-savior, and he had good reasons for that.

The deal between Apple and NeXT came at an extremely convenient moment for Jobs. Firstly, his project has already grown to the level where he without much effort managed to gain an impressive $ 429 million from ex-colleagues. Secondly, a few months later, in January 1997, the MacWorldExpo conference was held and Steve was able to speak at her already as a keynote speaker from the organizer.

By that time, NeXT had become one of the direct competitors to the Mac platform, blocking that path into the business hardware segment with its advanced displays. Of course, this was far from the only reason why the company’s shares fell for the 12th year in a row, but Apple believed that Jobs would not only become an ally again, but also voluntarily share market share.

A modest historical date – July 4, 1997, Steve Jobs persuaded the board of directors to remove Gil Amelio from the CEO’s position by nominating himself in his place. In the status of interim head of the corporation, he stayed only until August and at the next conference announced the attraction of $ 150 million in investments from Microsoft. “We need any help we can get,” Steve reasoned.

Bill Gates, whose empire flourished, could easily afford such a gesture of friendship. However, among Microsoft’s partners there were those who, like Michael Dell, openly declared that Jobs was trying in vain, it would be easier and more expedient to shoot this driven horse, wind up the business and return the funds to shareholders.

But only six months later, “One More Thing” was played from the big stage for the first time. Steve Jobs announced Apple’s new credo – Microsoft money and his personal efforts to modernize the Mac family of computers have sprung up. The specter of bankruptcy has receded.

In the same year, the young but already experienced executive director Tim Cook joined the ranks of Cupertinos. He was assigned to control the sector of international operations – one of the most ramified and busy areas.

The emergence of cadres like Cook indicated that Jobs could no longer cope with all tasks alone. It is worth noting that in parallel with his work at Apple, he served as a producer and lead investor at Pixar Studios. In 1986, Steve invested $ 10 million in the studio, and in the credits to the famous “Toy Story” his name is one of the first.

The young Jobs the bully was replaced by a wise, caring, but strict boss. Apple’s campus is undergoing radical changes, and employees have a luxurious cafeteria. All attention should be focused on corporate interests.

August 1998 – Apple brand is proud to introduce the iMac to the world. A monoblock personal computer, an all-in-one workstation, whose godfather was Steve Jobs himself. A talented newcomer, Jony Ive, was responsible for the concept design.

The computer came out in a bright palette of multi-colored cases and critics did not fail to note – for the first time in the history of Apple, the external appearance of the product was given no less attention than its filling. The bold decision fully paid off, the first iMac series sold 800,000 copies in less than six months. This was the very long-awaited success that everyone in the company dreamed of in recent years.

In the bottom photo on the left is the same current Apple chief designer – Jony Ive.

Ken Segal went down in history, among other things, as the man who did not let Jobs call the new product “MacMan”, from the words “Mac” and “Man”. The combination “i + Mac” proposed by him could be interpreted much more flexibly – whoever wanted, saw the word “innovation” in the prefix, others believed that it was “individuality”, etc.

A year later, inspired by the success of the Cupertinians, they released the iBook, which was the same iMac, but squeezed into the format of an entry-level laptop. It was a cute, fun car for fans of the brand, but nothing more.

The next milestone in Apple’s history was the 2001 release of OS X. The old Mac OS 8, and then the 9th version, was, in fact, a clumsy treadmill that did not bring any benefit. Jobs decided on a large-scale redesign of the operating system, based on the Unix platform and solutions from BSD, previously tested in NeXT computers.

Apple is hitting a streak of luck, with the corporation doing so well that it dares to launch a personal retail chain that same year. The first Apple Stores with distinctive styling appeared in California and Virginia.

The first digital iPod appeared in October 2001, but it didn’t become famous. Consumers liked the concept of “1000 songs in your pocket”, but few were satisfied with the $ 399 price tag, and the strict attachment to the Mac as a source of content did not add attractiveness to the novelty.

The work on the errors in Cupertino was completed only two years later – in 2003, the iTunes Music Store service was launched. The concept of $ 0.99 per track comes into use, official Windows clients appear, and the iPod is transformed from a geek’s toy to the unofficial emperor of a new digital music universe.

In the same year, Steve Jobs was diagnosed with pancreatic cancer. He carefully concealed this from everyone, and above all from his own subordinates. The head of the company will dare to frankly confess only in another year.

At that time, Apple had already said goodbye to the status of a laughing stock, living out its days in the shadow of the almighty Microsoft. Over the next 3 years, the value of the shares of the apple company will increase from $ 6 to $ 80, its net profit will begin to be measured in lumpy sums, and the trademark will again be heard. Not trying to actively share the PC market with competitors, the corporation is following a parallel path, building a reputation as a pioneer in various areas of IT. Apple’s activities are in demand – pop stars of the U2 level and John Mayer appear at its events.

Start “Project Purple” (codename for the first iPhone) was given in 2004, Jobs demanded that engineers create a compact and high-precision touchscreen interface, and from Ive – dress it in a decent case. Both that, and another turned out to be a task, to put it mildly, difficult and the process dragged on for years. Interestingly, initially Steve talked about a tablet computer, and the Cupertinians came to the format of a mobile phone only as a result of failed experiments.

Not least was the observation of the evolution of the iPod lineup, which progressed at an extremely slow pace. By 2005, there were only 4 separate models on the market, small is smaller, but the gadget has already been trained to play video content and download it from iTunes. Together with other qualities, this gradually prepared the potential audience for the emergence of such a miracle as the first iPhone might have seemed to her.

Soon Apple had another business partner, Motorola, with which the ROKR mobile phone was developed. One of the first devices in its segment, capable, among other functions, to download and play music from iTunes. But with a rather absurd software, due to limitations in which only some 100 tracks fit in memory, which did not have a very positive effect on the level of sales.

2006-th – Jobs decides to arrange another reform, replacing the PowerPC processors in the Mac with Intel products. Thus, the long-standing mistake of John Scully, who at one time decided to take an alternative path than the entire PC industry, was finally corrected. The transition to chips from Intel allowed to kill two birds with one stone – to reduce the labor costs of developing software for Mac and the price of the computers themselves.

In addition, a single type of architecture made it possible to accomplish a hitherto unseen – to use software for Windows on the Mac platform and vice versa.

In the same 2006, in the very center of Manhattan, the now canon glass cube Apple Store was opened. Today it is officially listed as a New York City attraction.

In this photo, Jobs is shaking hands with Bob Iger, CEO of Disney. But she is notable not for this, but for Steve’s illusory thinness, in sharp contrast to the ruddy face of his counterpart. It became impossible to hide the disease from the general public.

The archives contain a letter from Apple’s corporate email – Steve Jobs sent a mailing to all employees. He recalled the old words of the Dell boss and stated that the apple company not only did not rest in the Bose, but already had a larger capitalization than the firm of the “false prophet”. “The stock price fluctuates back and forth and tomorrow everything may change dramatically again, but today, in my opinion, it reflects the state of affairs at Apple very accurately. Steve”.

In January 2007, at the MacWorld Expo conference, Jobs presented the iPhone to the world.

In the meantime, there is no need to know about it. ”

The first model made an indelible impression with its spacious touch screen by the standards of that time, the absence of buttons, the Safari browser specially designed for the phone and media options borrowed from the iPod.

“Telephone messiah”, “telephone from God” – as soon as the enthusiastic crowd did not call the novelty. Apple Store employees began to pay attention to long lines at the door and people sleeping on the doorstep.

The iPhone became an absolute hit of sales, after 74 days the coveted million copies of smartphones were sold.

The success needs to be strengthened and developed – in two years the company will present a significantly optimized iPhone 3GS model.

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In addition to a whole list of minor improvements, it was distinguished by the fact that it already supported the download and installation of software from the newly-made App Store. And it doesn’t matter that at the time of launch there were hardly half a thousand applications – the main thing is that in 2008, Cupertinos officially allowed third-party developers to develop and sell software for iOS.

Having earned a decent amount of money on iPhone sales and realizing that this trickle will not dry out for a long time, Apple begins to get involved in startups. The iFund is launched with the support of renowned venture capitalists. With a budget of $ 100 million at the start, it became a symbol of Apple’s superiority over Microsoft – the apple company begins to promote economic and educational solutions to the market, actively displacing competitors.

By 2008, Steve Jobs’s illness becomes a serious problem, however, the well-oiled mechanism of Apple’s work for the time being allows to smooth out the negative impression of the audience. The head of the company tries to actively speak in public, ridicules the topic of death and does not forget to criticize obvious bloopers, such as the 2,500-word obituary published by Bloomberg.

A year later, Jobs and Cook switch roles, the first goes on a long vacation for medical reasons, the second tries on the image of the company’s CEO. From time to time, having gained strength, Steve returns to his workplace, but he has nothing to complain about – the deputy works wonderfully well.

It remains to focus on creative work and in 2010 Steve Jobs finally demonstrates the iPad to the world, the very tablet he dreamed of since the beginning of this century.

The hugely popular iOS gadgets have unwittingly provoked opposition to web standards. Considering Adobe Flash technology slower, clumsy and unpromising, Jobs issued an imperious decree banning its support in the new eco-system. At first, this led to incidents with blank pages, then it began to threaten the business with advertising content on the Internet, but both sides did not come to an agreement.

The last two products that Steve managed to present to the audience in person are the iPad 2 and the iCloud cloud service.

Apple Park’s new campus goes live in fall 2018

Night of November 5, 2011, Apple headquarters. The flags at the entrance are at half-mast as a sign of mourning – on this day, the founder of the company, its savior and author of most outstanding products, Steve Jobs, passed away.

The new head of Apple was appointed and remains to this day Tim Cook. By adopting a thriving corporation, he multiplied its power and wealth. But that, as they say, is a completely different story.

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DISCOUNT (229p → 15p) Splitter Critters Review – Apple’s Best iPhone Game of 2017

02/10/2020 by ALOK DAS

Splitter Critters is a cute puzzle game from the creators of the Dark Echo project, where you need to control not one character, but the entire level at once, by swiping “cutting” the location and mixing parts to solve the puzzle. In this game you need to help funny little aliens to find their ship in order to fly home.

Download Splitter Critters for iPhone and iPad (App Store)

Aliens move independently and have their own behavior, you just need to guide them to their destination, swiping the screen and moving parts in such a way as to pave the way to the goal. As you move to the last levels, you will have to cut the world more often in order to rearrange the fragments as needed. You only have the ability to make three “cuts” so the levels never get too hard, making Splitter Critters playable by players of all skill levels.

The game mechanics are simple but effective. All you have to do is swipe across the screen in any direction while holding and adjusting the pieces. As soon as you release your finger, the pieces will snap together and you can make another cut. You can also roll back cuts and make new ones.

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Despite its simple mechanics, Splitter Critters is an addicting game. For example, some aliens march forward despite any obstacles, others turn back when they meet a ledge, someone is vulnerable to enemies, and someone breaks right through them. At times, keeping small aliens together is quite difficult, almost like collecting scattering kittens, and this is without considering the actual obstacles in the level. Some are lethal, like fire pits and lasers, while others are only mildly annoying. When the characters die, you will need to restart the level, and you can do this an unlimited number of times.

The game currently offers over 50 levels plus a few bonus levels. There are five worlds in Splitter Critters, and the difficulty level increases gradually, and the real heat begins only closer to the fourth world. But the last world offers a new mechanic that will force you to use your ability to distort levels. According to the description of the game in the App Store, the developers promise to add more levels in the future and one can only hope that they will fulfill their promise.

If you’ve played Dark Echo before, the Splitter Critters’ design will surprise you. The game has a soft, cute and vibrant visual style with great music. The controls are intuitive and well suited to mobile devices.

In the meantime, there is no need to know about it. ”

Splitter Critters is a resourceful, well-made, and most importantly, fun game that you don’t want to postpone. It’s pretty short, but if you want something fun with a horsey dose of charm, you won’t regret choosing Splitter Critters.

Download Splitter Critters for iPhone and iPad (App Store)

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