Mar 29, 2016 — by: Mark Reschke
Categories: iOS, iPad, Products, Review, Special Events, Tim Cook

Ipad_pro_drawingWith the arrival of the 9.7" iPad Pro and its starting price point of $599, I began to wonder for whom is this product targeted? For starters, the new iPad Pro has many of the same features as its larger 12.9" sibling coupled with a few extra goodies, such as Apple's latest 12-megapixel iSight camera technologies, 4K video, and a higher resolution front-facing FaceTime camera. Technology aside, the answer that will – or will not – drive 9.7" iPad Pro sales is going to all about the screen size. Is it worth saving $200 to settle for a 9.7" display, or is it best to wait, save and purchase the original 12.9" iPad Pro?

I have a son who is battling this very question. He could certainly get into the iPad Pro 9.7" much sooner than saving and waiting to get the 12.9" version, but he is also an artist, and the extra screen real estate is likely to make a big difference over time. The questions for him are, how big a difference, and will he regret the smaller screen once he purchases it? If he purchases it?

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Mar 26, 2016 — by: E. Werner Reschke
Categories: Mac Mini, Mac Pro, MacBook, OS X, Tim Cook, WWDC

Macintosh PlusSometimes you can learn just as much about a company by what is not said as opposed to what is said. Case in point is Tim Cook & Co.’s most recent special event held this past week. At the special event we were dazzled by an updated iPhone line and a new iPad Pro size. Like a magician, Apple said, “Look over here!” However, what one product line — product category — did Apple not talk about at all, as if it didn’t even exist. Macs.

Every model in the Mac product category is now over a year old — even their newest items. Some Macs, like the Mac Pro are now over two years old. It seems like the Mac line-up has been relegated to cash-cow status and therefore Apple is putting as little effort (aka little money) into Macs as possible and reaping as much margin and cash as possible. Or is something else afoot?

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Mar 25, 2016 — by: Mark Reschke

Apple_watch_imageDuring Apple's Monday special event, CEO Tim Cook unveiled all-new Apple Watch wrist bands, but unfortunately, no new Apple Watch was unveiled. It has been a year now since it's release, and while new watch rumors appeared roughly six months ago, on stage, Cook only revealed a modest $50 price drop to the iOS accessory device. Has a new Apple Watch been delayed?

When Apple Watch was first unveiled specifications were light, and battery life quickly became the conversation of discussion. When Apple held an actual launch even last April for the watch, the stated battery life was up to 18 hours of use. Many questioned the need to recharge the device nightly, and battery life questions lingered on in the media as being a possible deal-killer. By Mid-summer rumors emerged claiming Apple was going to keep the same Apple Watch form factor, while reworking the internals to accommodate a larger battery. But rumors of such a move have grown cold over the past several months. And while battery life seemed to be a possible issue for the watch when launched, few are complaining about it being an issue now. 

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Mar 23, 2016 — by: Mark Reschke
Categories: MacBook, News, Predictions, Products, Special Events, Tim Cook, WWDC, MacBook with retina display

New_macbookSay it ain't so but DigiTimes may have just pulled a rabbit out of their hat, but even a broken clock is right twice a day. The publication's latest rumor claims Apple will be launching all-new MacBooks during the second calendar quarter. Of course, DigiTimes may only have this partially correct.

During Apple's special event on Monday no new MacBook graced the stage, leaving many wondering when the now aging year old product would receive an update. I've speculated that a 14" version, complimenting the 12.1" model would make a great fit to the lineup, but nothing has yet to materialize.

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Feb 4, 2016 — by: E. Werner Reschke
Categories: iOS, OS X, Tim Cook

Apple Special Event, March 2016We are nearing the one year anniversary of Tim Cook’s spring time special event. In 2015, Cook gathered the media to promote a product developed under his watch, Apple Watch (pun intended). While he announced it and showed the new device off to the world in October 2014, during the spring special event fully reviewed the watch as well as gave us a launch date. At the same event he showed us a new entry to the laptop lineup, MacBook. This sleek, 12" retina display Mac came with stunningly fast SSD, great battery life, a brand new keyboard and an all-new trackpad technology Apple calls force touch.

While neither of these products launched as everyone had hoped, both being in short supply, they were two brand new products. What most did not notice is that during the fall of 2015, Apple had only one special event, when in years past two were common. One event for iPhone and another for Macs. If Cook holds to a new pattern it means that we should expect a special event in March, then the WWDC in June, mostly focused on software, and then a final special event in September.

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Feb 3, 2016 — by: E. Werner Reschke
Categories: Mac Applications, Mac Pro, MacBook


If you are in the market for a new Mac, now is probably the worst time in recent history to purchase one. Following Apple for over two decades now, it is clear that the culture of our favorite fruit company allows it to only really focus on one major project at a time. While the iPhone is on an annual update schedule, Macs updates have fallen by the wayside like the ugly step sister from the fairytale Cinderella.

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Jan 21, 2016 — by: Mark Reschke
Categories: Apple Personnel, Competition, Financial Results, Tim Cook

Love_sees_no_colorIt is an old debate, but one worth revisiting at Apple. Does hiring the best employees result in becoming politically incorrect? And if so, will Apple sacrifice political expediency for the best employees? It does not necessarily have to be a false argument, as Apple could, theoretically achieve both, which is what Apple appears to be striving for.

Market dynamics dictate that companies should hire the best employees it can, in order to maintain and achieve a competitive edge over its competition. If a company hired a majority of Japanese, Russians, Hindus, or Latinos, it makes no difference to the corporation, so long as those people are most qualified to do the job. However, in today’s society, if a company practices such policies — hiring the best of the best — and the results of those hired does not match the race or gender (and perhaps soon religious) demographics of the country, these companies are increasingly coming under political fire that the company may be racist or bigoted. Apple is in such a position of prominence, it is rapidly becoming a target for such scrutiny.

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Jan 16, 2016 — by: Mark Reschke
Categories: Competition, Predictions, Rumors, Tim Cook, CarPlay, Apple Car


It is time to quit talking around Tesla CEO Elon Musk’s feelings about a possible forthcoming Apple car. The core of what’s really going on is simply this — Elon Musk is scared silly of Apple releasing a car. 

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Jan 12, 2016 — by: Mark Reschke
Categories: Google, iCloud, iMac, Products

ChromebooksAccording to FutureSource Consulting, Google's Chromebooks achieved 51% share in the K-12 educational market. Historically, Apple has long been the market leader in educational sales — which may have been a key factor in surviving Apple’s 1990’s collapse as school districts were reluctant to leave the Mac platform. But today is a brave new world, full of tablets and mobile devices. Laptops and desktops are not what they were in the educational space. Say what you will about Unions and school districts spending every dime they get, budgets for technology are simply squeezed, and Apple is feeling the blow.

Google's Chromebooks offer a near 100% cloud-based experience, for dirt-cheap hardware prices. Chromebooks are not for music or video editing classes, but it would be silly to suggest Google does not have their eyes on a larger desktop prize. In the educational market, Apple has left space under their pricing umbrella, and it will eventually hurt Apple in the education market, if it hasn't already.

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Jan 11, 2016 — by: E. Werner Reschke
Categories: OS X

Spotlight-finderApple naming its file management system “Finder” seems to lend itself to the idea that files and folders are easy to find. Unfortunately that is not always the case. Therefore Apple built a search tool inside its operating system to help wade through a myriad of folders and directories to help you find what you are looking for.

The first iteration of this technology pre-dates OS X and was a client/server search tool called AppleSearch in 1994. It was not well received (or used) so Apple updated the interface to re-release the Finder search tool, this time calling it Sherlock in 1998. Sherlock was and extension, and part of the Mac OS 8.5 launch.  Today’s Spotlight replaced Sherlock in 2005 and was part of the release of OS X 10.4 (aka Tiger).

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