Normally, the news covers something that happened, or is about to happen. But when there are no stories, yet another tact is to speculate about what might happen, or should have happened, rather than what is actually expected to happen. You can also write about what might be happening now behind the scenes, assuming you […]

It’s generally assumed that Apple’s PR machine is top-notch, always on point, seldom making missteps. Executives are rarely made available for interviews outside of a media event, and, even then, responses are almost always carefully rehearsed. When you hear Tim Cook on an interview show, you can almost hear the wheels clicking inside his head […]

While considering what I would write about for today’s column, I ran across this headline, “Apple’s new iWork: another missed opportunity to set expectations.” Missed opportunity? Evidently the writer in question, who doesn’t deserve a link, is attacking Apple for two reasons. First that iWork doesn’t have the sprawling range of features of Office and, […]

When Apple gave up on using feline names for operating systems, it’s probably true that some Mac users were skeptical about how OS 10.9 Mavericks would turn out. Was this the sign of a new direction for Apple, or just a decision about nicknames? For the most part, I expect the latter. Compared to Lion […]