Branding is obviously quite important to Apple, and that branding needs to be simple, except when it’s not. So quite often one word will do, perhaps with a modifier to reflect the model number, but Apple can also add unneeded complexities. So I have an aging iMac; the full model designation is listed as “iMac […]

Before I get started, let me tell you about 2000, when I first installed a Public Beta of Mac OS X. The Aqua interface sure looked different, but as I wrote in one of my books on the new OS at the time, a Mac was still a Mac, and my normal workflow never changed, […]

First, I’m not going to join the crowd and report about Apple’s financials. They’ve been reported in more places than anyone can count, and if you want to know more, check Apple’s investors page for the raw figures. Now as you’ve probably heard, Apple is reportedly readying the first generation of Macs with Apple Silicon, […]

Nothing about Apple’s rollout of the iPhone 12 series and a smaller, cheaper HomePod was surprising. It was a typical overproduced sales pitch that came across as cold, over-rehearsed. The final scene, of CEO Tim Cook walking towards the camera, was especially artificial. He speaks well, and has a calm, reassuring demeanor, but his delivery […]