Mar 13, 2015 — by: Mark Reschke
Categories: Apple Watch

Rolex_roger_federerWhat do luxury watch brands all have in common? Rolex, Breitling, Tissot, Richard Mille and many others all have celebrity sponsors. Rolex has tennis star Roger Federer, Breitling uses actor John Travolta, Tissot promotes basketball player Tony Parker, and Richard Mille signed tennis phenom Rafael Nadal. Lessor luxury brands, watches ranging in the thousands, instead of tends of thousands, tend to gravitate towards celebrity. Higher-end watch brands search for athletes that communicate their brand and stretch brand awareness. Apple Incorporated, thus far, has no luxury endorsement for any version of Apple Watch, and they may need one, at the very least for Apple Watch Edition.

Rolex, the most widely known luxury timepiece maker in the world, has watches that generally start at retail prices of $5,000. ATP Tennis tournaments are plastered with Rolex advertising. For women, Rolex has tennis star Ana Ivanovic, and has recently re-signed Tiger Woods. Celebrity and luxury watch brands go hand in hand, largely focused around golf and tennis, but even Cricket in India and ping pong in China. Can Apple keep the luxury Edition watch from being tarnished by the $349 Apple Watch Sport model? It will be difficult.

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Mar 12, 2015 — by: Mark Reschke
Categories: MacBook, Products, Review, Special Events

New_macbookTech journalists who lined up at Apple's special event to get their hands on Apple Watch walked away stunned by Apple's all-new MacBook. It is widely being hailed – or harped on – as Apple's new one-port wonder. The fact it has only one physical data port is apparently quite jarring to many tech journalists. Those stunned by Apple's move may also drive a Honda Prelude, think sushi is all the rage, and are still trading Pokemon cards. The verdict is in: This is not a computer for those still living in the '90s.

Giving benefit of the doubt, perhaps the media is simply not doing their job. Rather than talk to what one physical port represents; which is that a single USB port is fine for 95% of everyone's workflow, because we live in a wireless world. Instead, they've taken the easy road, simply mirroring thoughts they think the masses might make. It's a safe, lazy position, one that identifies with the reader in stead of talking to the bold realities of where technology is today.

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Mar 11, 2015 — by: Mark Reschke
Categories: Competition, MacBook, Apple Retail Stores, MacBook with retina display

Macbook_air_updateOn Monday, Tim Cook and Phil Schiller introduced us to a new MacBook that is a pound lighter than the MacBook Air, has a superior keyboard (including individual LEDs for each key during back lighting), retina display, faster SSD and comes in three colors: silver, space gray and gold.

After watching the keynote a second time, it is clear this is the direction for Apple’s entire notebook line. The engineering marvel that was the MacBook Air had an impressive run, but Apple has taken this new MacBook to an entirely new level. But it begs the question: what is to happen to the MacBook Air?

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Mar 10, 2015 — by: Mark Reschke
Categories: MacBook, Review


As previously discussed, the all-new MacBook did arrive at Apple’s Special Event on Monday, and could quite possibly have stolen the show — it is that good. The genius of the new MacBook lies within its hybrid approach. It is not a powerhouse like the MacBook Pro, but it sports a pro-level Retina display, which the MacBook Air’s are missing. Yet the new MacBook also weighs in at an insanely lightweight 2 pounds, making every MacBook Air seem as though they must immediately sign up for Weight Watchers. 

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Mar 9, 2015 — by: Mark Reschke
Categories: iWatch, Predictions, Apple Watch



It's happening, today at 10 AM Pacific, Apple's Special Event. We thought it high time to put out our pricing predictions vs what Apple delivers on stage:

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Mar 6, 2015 — by: E. Werner Reschke
Categories: Jobs, Steve Jobs, Review


It has been a little over four years in the desert for those of us who use Apple Xserves — or any Apple hardware as a server. Since the fateful announcement on November 5, 2010, when Apple announced they were discontinuing the Xserve product line, many Mac IT professionals have been been disheartened that Apple never reversed this decision.

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Mar 5, 2015 — by: E. Werner Reschke
Categories: Google, iWatch, Apple Watch

Google LogoIt’s almost here... Apple’s Special Event (that we predicted, before anyone else was talking about it back in Janauary). The final date was off by a few weeks, but our understanding that a Special Event was to take place before the launch of Apple Watch was indeed dead on.

Now that the moment is almost upon us, I was thinking the other day, “Will I be able to use Apple Watch to search for things?” In other words, will Apple Watch have a search function? Siri will exist on Apple Watch, but will search be achievable though it?

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Mar 4, 2015 — by: Mark Reschke
Categories: Google, iOS, iPhone, OS X


While Google and Apple’s search engine contract is about to expire, other players stand in line like available bachelorettes, desperate to become Apple’s next choice for Safari’s default search tool. And while it would seem Apple and Google are likely to hammer out another contract together, Apple could use this opportunity to turn the search engine game upside down, selecting little known DuckDuckGo as their default search engine of choice.

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Mar 3, 2015 — by: Mark Reschke
Categories: iWatch, MacBook, Predictions, Apple Watch, MacBook with retina display

Crystal_ballNext Monday, March 9th, Apple is holding a special event in San Francisco’s Yerba Buena Center for the Arts. Invitations Apple sent to the media were titled “Spring Forward” hinting at Saturday night’s U.S. time change, and therefore the Apple Watch. A few new features are expected to be unveiled, along with pricing and more details on battery life. Apple has again constructed another demonstration “tent” just outside Yerba Buena for what should be a hands-on after-event. The initial announcement of Apple Watch also showcased a temporary facility for the watch, but the media’s time with Apple Watch was strictly controlled. Monday’s event promises a liberal hands-on policy for journalists to explore the watch’s abilities, as it is a launch ready product. But could the event be more than just a rehash of Apple Watch with price points and a few new features thrown in for good measure?

As I stated in January, the highly rumored 12-inch MacBook may be a strong possibility for this event. Apple Watch is the main draw for Monday’s event, therefore it dictates any other announcement being the first product to be discussed. Apple has a specific cadence to their events. Apple CEO Tim Cook is likely to give a State of the Apple Union address, touching on various points of interest, ending his discussion with MacBook lineup. Apple's Sr. VP, of Worldwide Marketing, Phil Schiller would then take the stage, introducing the all-new laptop.

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Mar 2, 2015 — by: E. Werner Reschke
Categories: News

Steve Wozniak, Net NeutralitySteve Wozniak, famous co-founder of Apple, was in Washington DC last Thursday to watch the 3-2 vote in favor of net neutrality. The FCC vote now makes the internet, in the U.S., a regulated utility under the jurisdiction of the Federal Communications Commission.

Wozniak claimed “There’s no big ISP that is going to bring broadband to my house,” Wozniak said, who often checks into his home in Los Gatos on Foursquare. “I live a short little Segway ride down a hill. When I go into town, I take a Segway down, not even a car, I am that close. And I don’t have broadband and I’m Silicon Valley and I don’t have broadband because I have no choice.”

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