May 14, 2015 — by: E. Werner Reschke
Categories: OS X, WWDC


We have become spoiled — every year a new version of OS X. For the most part the updates to OS X have been good, but sometimes we lament that a particular feature was removed or that Apple has a new implementation of a feature we liked the way it was. But the most glaring criticism over the past couple years has been the move away from a rich and deep look to a more flat and, what critics call, “cartoony” look.

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May 13, 2015 — by: E. Werner Reschke
Categories: Financial Results, iOS, MacBook, Apple Watch, Apple Pay

AAPL 2015

Apple’s stock has been stuck at the $120-130/share range for the past several months. It’s peak was $134.45 back in February. But since that time the stock has been relatively flat when compared to the previous year of continual growth.

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May 12, 2015 — by: E. Werner Reschke
Categories: Apple Watch

Apple Watch Bands

If you are old enough to remember when the first iPods hit the streets, what people noticed first was not the scroll wheel or the iPod itself but those white ear buds and cord that are still with us today. When you saw someone sporting white ear buds and cord, that found its way to the iPod, you immediately knew that person was listening to music or a podcast on Apple’s iPod. Rather than ship gray or black ear buds (like other manufacturers), Apple chose white, which stood out like a neon sign screaming “iPod being used here”.

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May 11, 2015 — by: Mark Reschke
Categories: Competition, Google, iPhone, iWatch, Apple Watch

Iphone_6_plus_womenThe phablet is all the rage. Half smartphone – half tablet, Apple’s iPhone 6 Plus is on fire. According to Carolina Milanesi, of Kantarworldpanel, iPhone 6 Plus gobbled up 44% of the worldwide phablet market during the first quarter of 2015. China is largely responsible for the overall iPhone 6 Plus consumption, but the U.S. and Europe are also playing an important role. Who is buying all these quasi-tablet/smartphone Pluses? Women.

Cultural differences aside, universally women carry purses, and generally speaking, men do not. Additionally, more men are in the workforce, and that makes a difference in device choice. According to the U.S. Department of Labor, 69.7% of men are in the workforce, while 57.2% of women are in the labor market. Businessmen do not carry purses, rather, they slip their smartphones into a slacks or jacket pocket. Women, even those in the white collar labor force, often carry business-like purses. Women working retail or working-for-the-family Mom’s carry purses as well. If you have not caught on yet, a large display smartphone works well for purses, not so much for business suites, slacks or jeans.

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May 8, 2015 — by: Mark Reschke
Categories: MacBook, News, Products, Review, MacBook with retina display


After finally receiving a MacBook, that went on sale April 10th, I’ve been able to put it through it's paces. I've used the MacBook in coffee shops, traveled over 700 miles with it, pushed a full NBA playoff stream through it, crushed out hundreds of emails, edited a dozen or so Pixelmator images and worked over the charger and keyboard thoroughly. To quickly summarize this new MacBook — it is the perfect road warrior laptop and business companion, eliminating any need for an iPad, and for many the MacBook Air.

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May 7, 2015 — by: E. Werner Reschke
Categories: Apple Watch

Women-applewatchBy all accounts Apple Watch has not been Apple’s best example how to launch a new product. There was a lot of hype after Tim Cook’s Fall Special Event introducing and explaining the watch. More excitement was built during his Spring Event where he talked about Apple Watch in more detail and unveiled ResearchKit, which medical research teams are using to help collect better data. Then there was the launch... 

Apple’s new pre-ordering Apple Watch online “stole” all the available Apple Watch inventory in a matter of hours. Many people that did order their Apple Watch the night it was available still have yet to receive their Apple Watch.

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May 6, 2015 — by: Mark & Werner Reschke
Categories: Apple TV, Beats Electronics, iOS, OS X, Tim Cook, WWDC, CarPlay

Spring is upon us, and that means one thing — WWDC 2015 is just around the corner. Kicking off the conference will be Tim Cook’s keynote event, which is one of the most highly anticipated in many years. Many rumors and speculators have been clogging the internet as to what the keynote will reveal.

We have complied a list of such possibilities with percentages of each item coming true or not:

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May 5, 2015 — by: E. Werner Reschke
Categories: Apple TV

Battleship, Apple TV Could Disrupt the Market

Apple TV has been with us now for several years. An estimated 30 million Apple TV devices have been sold and also several software updates have occurred. But Apple TV still views the world through an old paradigm of networks or channels. The problem with this presentation is that people do not watch television today like they in the 1970’s. Back then content was limited. Today content is more than abundant — and continues to grow.

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May 4, 2015 — by: Mark Reschke

Costco_apple_tvUnder Apple CEO Tim Cook, the Apple-Costco partnership was re-ignited. Costco CEO W. Craig Jelinek and Cook seemingly let go of past grievances forging new ground for both companies, and the new relationship has delivered positive results for both manufacturer and retailer. However, Costco Wholesale, the world's second largest retailer, is no longer offering Apple TV. Is there a possible rift emerging between the companies, or is Apple TV about to see a major overhaul?

Apple has a prominent 4–pallet island in Costco's "Majors" department, located towards the entrance of each warehouse. On display are Apple's iPod touch, iPads, iTunes gift cards and until recently, Apple TV. Thru mid-March, Apple TV was available at Costco for $89, a $10 discount over non-club retailers, and also included a $15 iTunes gift card. Last month Apple lowered the price of Apple TV to $69. Costco followed suite offering the Apple TV for $67.99, while continuing to offer the $15 iTunes gift card. Unfortunately, this Costco offering only lasted a few short weeks, as Apple TV is no longer available via Costco's warehouses or online store. 

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May 1, 2015 — by: Mark Reschke
Categories: Competition, Financial Results, Investors, News

Apple Cash Reserves

If you've ever wondered how Apple stacks up financially in relation to software giant Microsoft, perhaps your perspective should be flipped. It is Microsoft that must be viewed in relation to Apple’s success. During the last quarter Apple amassed an additional $32.7 billion in net income and cash, while Microsoft’s total revenue for the quarter stalled at $21.7 billion, up only 6% YOY. This meager growth barely tracks above inflation, and is not keeping pace with internal cost increases. The downward trend for Microsoft came in their net income, which saw a 5% decline in the face of larger revenues, a seriously dangerous equation. Microsoft blamed the strong US dollar for the fall, but Apple had no need for such excuses during their quarterly report. Apple’s YOY revenues grew 27%, while driving larger gross margins and a 30% rise in net income. The two companies couldn't be on more different paths.

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