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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Jan 6, 2016 — by: E. Werner Reschke
Categories: Google, iOS, OS X, Tim Cook

DuckduckgoDuckDuckGo is the search engine that does not track your searches or send your search words/phrases to the websites you click on from their search engine. In other words DuckDuckGo values your privacy. Since its launch a few years ago, DuckDuckGo has grown in popularity and now is available a option in Safari on OS X, iOS, as well as Windows. In 2014 it became a default search engine option for Firefox browsers as well.

DuckDuckGo’s main draw has been its privacy policy — which should remind you of another popular company, Apple. It seems at every recent keynote Tim Cook continues to remind us that Apple encrypts all of your digital communication on its devices and does not have the key to unlock them. According to Apple, what you do is your business, not Apple’s. Unless presented with a specific warrant, Apple does not “share” any data they collect with the government either.

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Jan 5, 2016 — by: E. Werner Reschke
Categories: Tim Cook, Apple Watch

Apple Watch 2016Sales figures have yet to be officially released about Apple Watch’s Christmas holiday success. Matter of fact, Apple has yet to release sales figures concerning Apple Watch and their policy isn't likely to change any time soon. All I know is that over the holidays every retail outlet that had some sort of “sale” or “special bundle” for Apple Watch and sold out of the most popular models quickly. This phenomenon gives credibility to my earlier claim that the problem with Apple Watch is not any of its features, but its price.

2016 is a year where Apple has the ability to do two things:

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Jan 4, 2016 — by: E. Werner Reschke
Categories: Apple TV

SeinfeldThe brave new world of online entertainment is here, and the only way traditional network television (ABC, CBS, NBC, etc) will be able to survive is by purchasing live sports contracts and being ready for unforeseen news events with live coverage.

I cut the chord several years ago. I’m saving myself about $70/month, well over $2,000.00 in total so far. I subscribe to Netflix and also picked up the Tennis Channel Plus’ Apple TV package. It doesn't matter to me if I watch Seinfeld (via the free Crackle Apple TV app) or Blue Bloods on Netflix. These shows can be watched at any time, in any decade. Great TV comedies and dramas stand the test of time (Original Mission Impossible, Original Hawaii 5-0, etc...). So if Person of Interest is 4 years old, what do I care? I don’t need to see it on Tuesday night at 9pm (or whenever it airs) in order to enjoy its value. I can watch it this year or the next. It is these type of shows (comedies & dramas) that used to be the staple of network television. Not any more.

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Jan 1, 2016 — by: Mark & Werner Reschke

Happy_new_year_2016Brothers Mark and Werner wish you and yours the best for 2016. We'll be back Monday with more original insight, thoughts, and the stray rumor or two, on all-things Apple. Until then, enjoy the break and have safe and happy holiday.

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Dec 30, 2015 — by: Mark Reschke
Categories: Apple TV, Competition, Google, Products, Tim Cook


Amazon paired Fire TV with Nick Nolte. Google tried Kevin Bacon in their Google TV ads, while Roku’s used families and customer testimonial commercials in an attempt to make waves. Until the arrival of Apple’s 4th generation Apple TV, the company was content to do virtually nothing to advertise their cord cutting device. Not since the original Apple TV launched in 2007 had Apple delivered a single television commercial. While Apple sat back, satisfied with its “hobby” gaining modest sales via word of mouth, the challengers took sales leadership. Signs that things would change for Apple TV’s fortunes began in January, 2015, when Apple CEO, Tim Cook, announced Apple TV had sold over 25 million units. The "hobby" phrase, often associated with Apple TV from Apple’s management was dropped, and signs were in the air that the company was about to get serious with Apple TV.

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Dec 24, 2015 — by: Mark & Werner Reschke

Wishing you and yours a Merry Christmas.


The Census and the Birth of Jesus

Now in those days a decree went out from Caesar Augustus to register all the empire for taxes. This was the first registration, taken when Quirinius was governor of Syria. Everyone went to his own town to be registered. So Joseph also went up from the town of Nazareth in Galilee to Judea, to the city of David called Bethlehem, because he was of the house and family line of David. He went to be registered with Mary, who was promised in marriage to him, and who was expecting a child. While they were there, the time came for her to deliver her child. And she gave birth to her firstborn son and wrapped him in strips of cloth and laid him in a manger, because there was no place for them in the inn.

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