Jun 19, 2015 — by: Mark Reschke


Eric Snowden's recent comments on Apple and whether Tim Cook is likely to keep his promises regarding privacy and data are, by and large, playing out as accurate. Snowden argued that it is in Cook’s best interest to differentiate Apple against Google and others by profiting on the sales of devices instead of people’s data. It makes for a good strategy and differentiator amongst the competition, and thus good for privacy. But what happens when Tim Cook is no longer the CEO of Apple?

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Jun 18, 2015 — by: E. Werner Reschke
Categories: Competition, Investors, Apple Watch


According to JMP Securities technology analyst Alex Guana, Apple’s slow launch into the wearables market has left a large opening for competitor Fitbit. Guana claims Fitbit is the “clear leader in the market with over 11 million units sold last year.” Guana continued by saying that Fitbit is currently ahead of Apple Watch as far as price points, battery life and GPS tracking. However, he did concede that long-term, Apple can bring a lot of “power” with iOS and versatility. These Apple advantages will give Fitbit some serious competition.

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Jun 16, 2015 — by: Mark Reschke

Wwdc_bailey_iovine_prescottOne week removed from Apple’s WWDC it occurred to me that a few new faces took to the stage from Apple. Jennifer Bailey, Jimmy lovine and Susan Prescott — all relatively new members to Apple’s leadership team (albeit Iovine is not an Apple VP, but has great influence though the companies Beats acquisition). 

Bailey is the Sr. VP at Apple in charge of Apple Pay, and while I had never heard her speak, nor had I seen her in video footage of any kind, Bailey was everything I expected her to be. Poised, polished, unflappable. There are not many people that can take to Apple’s stage on their first go and nail it — Bailey did. Amongst a large group of techie guys, she seemed to fit in just fine.

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Jun 12, 2015 — by: E. Werner Reschke
Categories: Jobs, Steve Jobs, Tim Cook, Apple Watch


Back in January of 2007, at MacWorld San Francisco, Steve Jobs unveiled the first iPhone. I was at that show and remember waiting in line to go to the Apple booth to see the two iPhones on display in cylindrical glass cases. It was like gazing upon a rare jewel or ancient discovery at a museum. The round, glass case allowed you to view the iPhone from almost every angle. It was cool. It was unique. It was certainly different, but it was not alone.

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Jun 11, 2015 — by: Mark Reschke
Categories: iPad, MacBook


When Apple unveiled the new MacBook in March, it both stunned and confused many in the industry. The new MacBook was not just a refined and smaller MacBook Air, but it was lighter with incredible hardware innovations. It also was not an updated MacBook Pro, but it had a retina display. And the new MacBook did not serve every laptop user’s needs, as it only had one port. The mix and match of technologies in the new MacBook push the very definition of “simplify”, but if you are a road warrior, a professional business person, or non-graphic related college student, it may just be the perfect OS X laptop. And yet the new MacBook may prove to be more than just the sum of its parts. Apple may have tipped their hat in showing us what the next generation iPad will be.

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Jun 10, 2015 — by: E. Werner Reschke
Categories: OS X, WWDC

OS X El Capitan 10.11As an avid OS X user, the favorite part of any WWDC Keynote presentation is when Craig Federighi takes the stage and demos the next version of OS X. Apple has spoiled us over the past several years with a new OS X version every year. We don’t have to look too far back to remember the days when 2 or even 3 years passed without a major OS update (the time between the preview of OS X 10.0 and its final launch was nearly four years).

All that said, OS X El Capitan (10.11) looks to be a great update, and here are the top 3 reasons why.

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Jun 9, 2015 — by: Mark Reschke
Categories: Beats Electronics, Google, iOS, iOS Applications, iPhone, Tim Cook, WWDC, Apple Music

Wwdc-craig-2015During yesterday’s WWDC keynote event, Apple announced a host of new software technologies and upgraded solutions. OS X El Capitan looks to be a solid release, incorporating Metal, updating Notes, integrating iPhone gestures, and making the entire OS faster. The entire El Capitan package looked like another solid – and free – OS X upgrade. iOS suddenly became much smarter and relevant with iOS 9, and Apple’s aggressive OS update with watchOS 2 lets developers run wild with newfound power on the wrist. Apple Music looks to be the iTunes update everyone has been waiting for, and it finally arrived. Among the piles of announcements, perhaps the most ground breaking, if not shocking, was nothing more than a mere footnote. Apple is launching Apple Music, its largest software initiative in years, for Android. 

Starting June 30, Apple Music will be available for iOS, OS X, and Windows. Apple states Apple Music will also be available for Apple TV and Android phones this fall. Apple PR can burry that OS name wherever it wants (front, back, the middle of a sentence), it still sticks out like nothing else – Android.

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Jun 8, 2015 — by: E. Werner Reschke
Categories: Apple TV, Beats Electronics, iOS, MacBook, OS X, Predictions, Tim Cook, WWDC

WWDC 2015The wait is almost over. In a few short hours Tim & Company will take stage and tell us how well Apple is doing and what great things they have been working on behind closed doors. While the theme of this year’s developer conference is “The epicenter of change” this is one of the least anticipated developers conferences in recent history. We are still reeling from a stumble out of the gate on two very exciting new products — Apple Watch and MacBook — so we don’t foresee any new hardware showing being announced. As for OS X and iOS, expect more bug fixes and stability rather than earth shattering changes or gotta have features.

With all of that said, here are the five things you should NOT expect Apple to announce on Monday morning:

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Jun 5, 2015 — by: E. Werner Reschke
Categories: iMac, Mac Mini, Mac Pro, MacBook

Touch-id-on-macsWWDC 2015 is just around the corner, but one of the most interesting updates to the Mac product line will not be mentioned on Monday. Over the next year we can expect all new Mac models to begin incorporating Touch ID into their designs.

All new iPhones and iPads have Touch ID, and Apple Watch leverages the technology with Apple Pay abilities. Apple intends to extend the technology to Macs, eliminating the need for laborious passwords. Consider this Apple’s secure One Password solution, only faster, easier, more secure — better. Like iOS, upon reboot, OS X will require the user to type in their password to start using Touch ID (for security) but after that passwords for access to your Mac or Keychain can all be had with your fingerprint.

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Jun 3, 2015 — by: Mark Reschke

Apple_carRumors have quelled since the initial flood of claims that Apple was developing their own branded car. The recent silence has given me time to reflect on the idea. If Apple were to enter the auto industry, what advantages would it have over other car makers? Has Apple missed the transformation of the industry, moving from gas to electric — or eventually hydrogen? Is it worth it to enter such a mature industry — or is it a transitioning one?

On the whole, massive transformation is taking place within the auto industry. Apple is not often the first mover in an market, rather, they tend to enter at just the right time, leapfrogging industries with their 1.0 products. Now more than ever represents near perfect timing for Apple to make a move and show Detroit how things are done in Cupertino.

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