Jun 18, 2013 — by: Mark Reschke
Categories: Apple Personnel, Jobs, Steve Jobs, Review, Tim Cook

Apple is rebooting its award winning ad campaign, but this time around it has Tim Cook’s signature all over it.

Think_differentApple is taking to the airwaves with a new 60 second ad campaign, focused solely on its brand. Apple’s first brand reboot came in 1997 when Steve Jobs reemerged as Apple’s iCEO and left an indelible mark on the culture of tech, with the amazing Think Different campaign. No products, no glitz, just the impactful words “Here's to the crazy ones...” Apple positioned itself as the heart of the nonconformist during a time when 95 percent of the world was using a Microsoft PC. 

Apple's Think Different campaign rang true to its 1984 Superbowl ad, in which Apple would topple a world enslaved by the power of IBM. Apple’s new “Designed by Apple in California” theme does not harken back to this previous idea, nor should it. Apple is no longer the outsider looking in, but is now the standard bearer by which all others are measured. “Here’s to the crazy ones” has been replaced with the opening phrase “This is it,” while we see a woman enjoying a moment with her music via Apple earbuds on a commuter train. Immediately, Apple is stating that their brand has arrived, that what they are making just works. Throughout the ad the message that all Apple wishes to be and achieve is now being experience throughout the world. 

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Jun 14, 2013 — by: Mark Reschke
Categories: MacBook, Products

MacbookproThis past Monday, Phil Schiller launched the updated MacBook Air during Apple's World Wide Developers Conference (WWDC) keynote, but the update fell on deaf ears, as the MacBook Pro lineup was left unchanged. The current MacBook Pro and MacBook Pro with retina display were not even given Intel's latest processor upgrade, know as "Haswell." Many are wondering what was behind Apple's decision to leave their flagship laptop languishing while the entry level MacBook Air was given so much attention.

Currently, only Apple and a handful of niche vendors (such as Dell's Alienware gaming division) are getting a supply of Intel's Haswell chipset for their ultrabook laptops. Intel's shortage of processors during their production ramp may be one of the reasons Apple was unable to deliver both MacBook lineups with the processor upgrade, by why did Apple choose the Air over the Pro?

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Jun 13, 2013 — by: E. Werner Reschke
Categories: Mac Applications

EmailAfter watching the Keynote presentation live via AppleTV and then re-watching it again later that day, one application Apple did not feature was Mail. While Craig Federighi showed forthcoming versions of an updated Safari, a modern Finder, a much improved multiple display management system and an enhanced Notification Center, what was lacking was any mention of Mail.

Mail along with Safari and the Finder are arguably the three most used apps on any Mac. Not bringing any improvements to Mail tell us that Apple either thinks Mail is fine the way it is in Mountain Lion or the updates were not ready for the demo. 

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Jun 12, 2013 — by: E. Werner Reschke
Categories: Mac Applications, Review


OS X Mountain Lion took away something very dear to many Mac users: RSS Feeds (sometimes also called Atom feeds). RSS feeds (Really Simple Syndication) is a technology used by websites and social media to notify subscribers when content has been updated. For example, on this website you can subscribe to an RSS Feed that will notify you every time a new article is posted.

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Jun 11, 2013 — by: E. Werner Reschke
Categories: Mac Pro, Predictions, Products, Review


Yesterday, at Apple's World Wide Developers Conference, Phil Schiller stole the show during the Keynote presentation when unveiling the new Mac Pro. “Can’t innovate anymore — my ass!” said Schiller. The crowd erupted in laugher and applause. "The new Mac Pro looks like no other computer, ever." Schiller said the new Mac Pro was a forward looking product, meeting the needs of video editors, photographers, musicians and graphic artists. But what about Server Admins? Couldn't the new Mac Pro be a great Server too? The answer is, of course it could.

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Jun 10, 2013 — by: E. Werner Reschke
Categories: News, Review

Roz-hoWisdom says that you can learn more about a person by watching what they do rather than listening to what they say. You can also learn a lot about what someone chooses not to say, or avoids saying.

We don't have to go back too many WWDC’s ago when Apple shared its stage with companies such as Microsoft, Intel or Adobe. But if you watched today's keynote, you'll notice none of these tech giants were seen on stage let alone mentioned (except for Intel’s new Haswell processors).

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Jun 10, 2013 — by: Mark Reschke
Categories: Apple TV, News, Tim Cook

Wwdc_2013_logoWWDC 2013 is going live! As in Apple will be streaming the event live via their home page and Apple TV. Thus, T-GAAP will be bringing a recap of the show this evening, so stay tuned. 

  • Apple website link
  • Apple TV link... Well, there is no such thing per se, so just turn on your Apple TV and in the bottom right of the home screen, there is a WWDC icon. Click on that and you are ready to go (and so are we). Images of Apple TV's WWDC link below.


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Jun 8, 2013 — by: E. Werner Reschke
Categories: News


Our Bay Area informant took advantage of a sunny Saturday afternoon in San Francisco to shoot some of these photos of the Moscone West and surrounding area. Looks like Apple is ready for a colorful WWDC 2013! From these photos it appears as if the show will focus on iOS7 and OS X, but Apple could also announce some new hardware too! We will have several posts on Monday and Tuesday with our thoughts on all of Apple's announcements.

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Jun 8, 2013 — by: Mark Reschke
Categories: News, Podcasts, Rumors, Tim Cook

Wwdc-2013-bannerApple has not yet indicated, nor posted any feed for live streaming of their 2013 World Wide Developers Conference (WWDC). For those of you wondering where the best place to find a home grown stream from those in attendance, we have a few suggestions for you. Below are several outlets that will be broadcasting the WWDC conference live:

T-GAAP will also be providing updates and analysis on Monday, along with a timely podcast Monday evening. Conversation is likely to run the gamut after the conference, as the latest banners show an amazingly thin font type coming to OS X and iOS 7. While iOS devices already boast retina displays, does the thin font type for OS X hint that the entire Mac lineup will also be gaining retina displays?

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Jun 6, 2013 — by: Karl Johnson

SculptrisZBrush by Pixologic is one of the best 3D sculpting applications. It is a professional application that costs $600. Many of the 3D characters seen in today’s movies and TV shows are made with ZBrush. ZBrush allows users to sculpt in a 3D space by pushing in or pulling out on an object with brushes starting from a sphere or plane.

For the non-professional, $600 is too much to pay for this kind of software, especially if they don’t know how to use it. Pixologic came up with a great solution to introduce people to 3D sculpting, so new users can learn how to sculpt without having to pay $600 or pirate it.

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