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The Back Page - Bryan's Notes from the "One More Thing..." Media Event
by - October 12th, 2005
As you probably know by now, Apple told incoming journalists that blogging and live updates from the "One more thing..." media event were VERBOTEN! Why in the world Apple would want us not giving people live updates is beyond me (Think Control), but it was moot anyway, as I had zero cell-phone signal inside the theater.
Still, I took notes that I thought many people might enjoy reading. Accordingly, they are presented mostly unedited, but formatted for your enjoyment.
Steve Jobs walked on stage.
"Like every great story, I divided it up into 3 acts."
Act I, iMac
3.5 million iMacs sold so far. An impressive number indeed.
Photo Booth takes pics from iSight, which is built into iMac. Gives a countdown, just like a photo booth, and the screen flashes white in order to provide better light. Comes with several effects like Andy Warhol, Sequoia, Teenage Effects (warping). Jobs mugged it up for the camera, and it was great.
Front Row - An incredible new way to enjoy your music, photos, and video from your sofa. A new remote control is included, looks like an iPod shuffle, sort of. Push the button, and the Mac desktop becomes a simple interface for accessing your media. Play a tune, and the album art is big on your screen. It's very simple to use.
For photos, you can access your iPhoto library and albums. The screen just becomes a giant slideshow.
DVDs - Access whatever DVD is in the drive. Offers easy controls from the same simple Apple remote control device.
Video - You can watch any video created in iMovie, again through the remote. Will also play videos loaded onto your computers. You can also download all the trailers at Apple's trailer site. That's absurdly cool.
It grabs higher res movie posters as your browser interface. Just cycle through the posters, choose one, and watch it. The demonstration we got included a phat connection to the Internet, so it appeared as if they were instantaneous, but of course normal bandwidth restrictions apply for you and me.
Note that Front Row, in a single stroke, makes one's iMac into a set-top box, something many have been clamoring for. Though, with it working only on an iMac G5, this assumes that you will put your iMac where your TV is.
After showing us all this, Steve walked to the center of the screen and asked "Isn't this cool?" The audience of jaded media folks started applauding. Gotta love his showmanship. It's truly amazing.
He showed a slide of Apple's remote next to two competing remotes from Windows Media Center computer. Both of the remotes, I think they're HP devices, are enormously complex -- one had 43 buttons, the other 46. Sandwiched between them was the six-button Apple remote.
Steve: "I don't know if there's ever been a slide that captures Apple as much as this one."
I have to agree. Apple should plaster that image up on billboards, in magazines, and on its Web site. It's a brilliant iconification of Apple's approach to making devices easy to use, and everyone else's good-enough approach.
New iMacs will be priced:
17" - Same price as old one, $1299. The audience applauded again.
20" will sell for $1699.
Shipping today. Hitting stores in the middle of next week. The audience is impressed with this presentation.
Act II
(Notice the continued movie/theater/story theme of the "acts?")
Claims 75% market share of all music players for iPod.
Steve: "The white iPod has been a huge success, and therefore it's time to replace it. And yes, it does video."
That's a reference to the persistent rumors that began appearing in recent weeks, particularly since invites to this event were sent.
iPod video - Very thin. Bigger screen. Higher quality images.
2.5" TFT display. 320 x 240, 260,000 colors. Real-time H.264 decoding at 30fps. MPEG4 at 30fps. TV out.
30 GB and 60GB. 30 GB is 31% thinner than the previous 20GB, and the 60GB is thinner by 14%.
Comes in black. Shipping late next week. Comes with a carrying pouch. That's clearly a response to the complaints about the iPod nano scratching.
New ad: Looks great. Features U2, and plainly conveys the idea that the new iPod plays video without actually ever saying so.
Also a new silhouette ad features Eminem. Fascinating, that. Remember that Mr. Mathers sued Apple over using one of his songs in an early iPod ad without his permission. Looks good.
As with each successive iPod silhouette campaign, there is more detail in the new ads.
Act III - iTunes
200 million copies of iTunes out there. iTunes 6 is out, just five weeks after iTunes 5.
1.) Gifting - Buy buttons become Gift buttons. Sends out a gift certificate electronically where the recipient just clicks a button to get their song.
2.) Customer reviews. Great idea.
3.) Just for you - Recommendations from Apple for you. Think Amazon. It basically uses what you've bought -- or what you tell iTunes you already own -- to make recommendations. This is technically in beta.
4.) Video - Allows you to buy music videos. Note this is why Apple stopped adding videos to the iTMS a few months ago. Videos cost $1.99.
Six of Pixar's shorts will be available for $1.99. They will be 320 x 240. Note that all those Pixar shorts have heretofore been available direct from Pixar's site, for free. [Edit: A quick check on Pixar's site shows them as being available as "Sneak Peeks." There are no links to iTunes at the Pixar site that I can find.]
There are DRM restrictions for videos, not too surprisingly. I do so loathe DRM.
Frankly, 320 x 240 is a crappy resolution for a music video I am paying $2 for. It's great for an iPod, but on a Mac? Completely lame.
Back to a demo of watching videos on an iPod. Interface works easily, of course.
iTunes 6 is available today.
One more thing...
TV shows. Steve is pretending that he had great relations with Disney. Now that's funny, but the point is that Apple will be offering five shows from Disney-owned ABC.
In reality, it's Disney's new CEO, Bob Iger with whom he has a good relationship. Former CEO Eisner and Steve clashed mightily.
Lost, Desperate Housewives, Nightstalker, and two shows from the Disney channel (That's so Raven, and The Suite Life). You can buy current eps the day after they are broadcast.
Why the day after? Because Disney is a stupid Big Media company scared crapless of the Internet. But, the videos will at least be commercial-free. Considering that we are paying, however, that's as it should be.
Cost per episode is only $1.99. That's shockingly low. I think he said resolution is 320 x 240, which again sucks for watching on a computer. Great for iPod, lame for Mac. I would again point to Disney, who is terrified that a reasonable resolution might be traded on the Internet.
With Front Row, TV shows are divided into seasons, which is terrific. Great interface, if you can stand the crappy resolution of the end product.
Bob Iger is here on stage. He quipped that he was here to announce a new relationship with Apple. "Not with Pixar (audience laughed), but with Apple. Maybe we can do that another time."
Now that's funny. Clearly, Mr. Iger and Mr. Jobs have worked things out, and we can expect for Pixar to sign a new agreement that keeps future Pixar films at Disney.
Note, though, that the CEO of a company many times the size of Apple is here on stage at Steve's behest. That's a testament to the growing power of Apple and iTunes.
Iger: "This is a first, giant step, in terms of making this kind of content available."
Jobs: "Sometimes that first step is the hardest one, and we've just made it."
Telling indeed. It would seem that offering these shows is a trial run from a Big Media company dipping its toes in the reality of the Internet. If the water doesn't burn, we'll see lots more, assuredly.
Finale - Recap of the announcements throughout the event.
Encore - Wynton Marsalis is here to play.
Launched into a blazingly fast piece, hitting notes all over the place, including a few I've not heard before. Has a great band with him. I have no idea who these cats are, but they definitely rock.
began using Apple computers in 1983 in a high school BASIC programming class. He started using Macs in 1990 when the Kinko's guy taught him how to use Aldus PageMaker, finally buying a Power Computing Power 100 in 1995. Today, Bryan is the Editor of The Mac Observer, and has contributed to the print versions of MacAddict and MacFormat (UK).
You can send your comments directly to him, or you can also post your comments below.
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Observer Comments
It seems Apple couldn't control everyone. I got all the updates live here
http://www.stuffmag.co.uk/hotstuffarticle.asp?de_id=594
Wed Oct 12, 2005 5:37 pm Subject: Re: Guest Loyal customers, blah blah blah
First of all, Apple doesn't LOCK YOU into any system. Yes, there are those updates that specifically enable the quick to adopt. However, unlike Microsloft, you don't *have* to buy the next new update in order to maintain your machine. Ever.
Indeed, the user interfaces that Apple continues to present to the public is proof enough that they do "get it", and they get what we want.
I have yet to be able to say that about Microsoft.
I'm loyal not because apple forced me to sign a loyalty agreement, subscribe to Apple Loyal maillist, or buy the Loyal System to run my machine. I'm loyal because they keep building stuff that's useful, beautiful, and stays the hell outta my way when I need to get sh1t done.
Again, I've never been able to honestly say that about Microsoft.
In terms of DRM: well, there are so many ways around it to begin with, and, second, it's in place due to music corps pigs being scared crapless about their poor ass future. Microsoft EAGERLY puts protection into all it's crap because Microsoft's philosophy is in part based on a subscription service. They made their mark in the office/business world and apparently the only way they can view consumers in the non-commercial world is through the same lens.
God, how many times do we have to go over this?
Lame lame lame lame lame.
Wed Oct 12, 2005 5:47 pm Subject: Paranoid Disney Execs...
Wed Oct 12, 2005 6:21 pm Subject: Control freaks, 320 x 240, intimate feel, etc.
QuoteGuest wrote:
Apple is more and more become so "control" oriented that they are forgetting their loyal customer base. The motto, "the customer is always right" means little in the new, "profits mean everything," Apple. It is sad that Apple fails to do the little things that would really set it apart from others. Instead, Apple expects unwaivering loyalty from its customers while doing little to earn that loyalty. Apple is just as arrogant, if not more so, than Microsoft!
WTF? What "control" are you talking about? Customers have been clamoring for a video iPod for quite a while, despite the fact that it doesn't make much sense to watch videos on such a tiny screen. Consumer Reports and others have suggested that a 7-inch (widescreen format) display is the smallest that is really usable for video.
As for 320x240 resolution: while that is pretty lame for a computer, it's half a normal TV's resolution--the equivalent of seeing only the odd or even lines. (In normal TVs, each frame is traced twice--it's "interlaced;" one of the things that makes HDTV so much better is that it can use progressive scan--the entire frame is painted at once.) 320 x 240 is used by several video capture devices, as well, and it is the resolution of Video CDs. In quality, it's roughly like the slow speed of VHS.
QuoteIt's true that macs and the Mac OS don't have that intimate feel that they used to.
Again, what do you mean? If you want an "intimate feel," go get an old DOS PC or an Apple II, where you can type commands directly to the OS. ooooo--INTIMATE! I'm concerned about how easily I can do what I want to do, not what the interface "feels" like.
Wed Oct 12, 2005 6:46 pm Subject: Only available on the new iMac?
What I want to know is how I can get Photo Booth and Front Row (with one of those neat remotes) for use with my PowerMac and iSight. So far, it looks like these items may only be available with the iMac, which is strange, since Front Row + Mac Mini + TV hookup looks like Apple's Media Center PC killer. More importantly, if I (and my kid) can't play with Photo Booth, on my own Mac, I am going to have a major hissy!
Wed Oct 12, 2005 7:09 pm Subject: Live Event Updates
Shutting off the live event updates was as bonehead as it gets. Actually, I can see some rationale for it... you want big media there and you want an event for them and want them to feel appreciated, it kinda ruins the exclusivity when everyone is watching along via browser reload. BUT, and this is a big BUT (bigger than the average BUTT at a Whiskey Tango truck stop, in fact)... the people hiding out in their offices, not taking phone calls, not getting work done, etc. are interested in the exact specs of the new toys. The big media are looking for the strategic story (e.g. convergence finally cometh). The big media aren't scooped on this in any way (except for a few thoughtful commenters like me on hole in the wall forums like TMO).
If this were The Apprentice (which I sincerely hope will make it to iTMS in the next few weeks), and The Steve were The Donald, he should fire the bonehead who decided no live blogging. As for the rest of us, I am calling for a voluntary boycott of the new iPod until next week. That should show them.
Wed Oct 12, 2005 11:44 pm Subject: Playing on other Macs
QuoteMOSiX Man wrote:
What I want to know is how I can get Photo Booth and Front Row (with one of those neat remotes) for use with my PowerMac and iSight. So far, it looks like these items may only be available with the iMac, which is strange, since Front Row + Mac Mini + TV hookup looks like Apple's Media Center PC killer. More importantly, if I (and my kid) can't play with Photo Booth, on my own Mac, I am going to have a major hissy!
Another article suggested that both pieces of software will be available only on the new iMac, but, hey, who knows? If there is enough demand, Apple could probably sell the remote and the software to anyone with a Bluetooth-equipped Mac. It would be really nice for traveling, for example, if you could use your PB or iBook to play videos through a hotel TV.
Thu Oct 13, 2005 9:23 am Subject: The remote isn't BlueTooth
The new Apple Remote is an IR remote. The iMac hides the IR receiver behind the logo on the front of the machine. I personally believe the remote would be better as a BlueTooth device, that way the computer could be stored in a cabinet or in another room and still receive the signal. Hopefully they will sell a USB receiver that can connect to any Mac. And I suppose that if all of this new video functionality is successful, we should expect the AirPort Video by next xmas.
Time will tell...
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