Apple Airs New iPad Pro Commercial, Asks “What’s a Computer?”

Apple posted a new iPad Pro commercial today, highlighting the nature of the device as a new kind of computer.

The ad follows a simple model: it showcases common usage of an iPad Pro with accessories, apps, and system features that aren’t available on traditional computers. The video jumps from showing the Apple Pencil to mentioning the iPad’s touch screen, the detachable Smart Keyboard, and apps like Office and Procreate that offer unique functionality on iOS 9. At the end, iMessage in Split View and Picture in Picture (also two features of last year’s iPad-focused iOS 9 update) make an appearance.

In the narration of the ad, Apple explains:

Just when you think you know what a computer is, you see a keyboard that can just get out of the way. And a screen you can touch and even write on. When you see a computer that can do all that, it might just make you wonder – “Hey, what else can it do?”

The video closes with the tagline “Imagine what your computer could do if it was an iPad Pro”.

The iPad Pro’s new commercial comes at an interesting time for Apple. The company announced its latest iPad, the 9.7-inch iPad Pro, as the “ultimate PC replacement” for Windows switchers, but its upcoming iOS 10 update only includes minor iPad changes – a departure from iOS 9’s iPad breakthroughs. On the other hand, the iPad line recently returned to revenue growth after several quarters, likely thanks to the iPad Pro and its higher selling price.

Explaining to consumers how an iPad can be a PC replacement and, at the same time, a new take on desktop computing has always been one of Apple’s toughest propositions. This new iPad Pro commercial seems to start from the basics again, asking what a computer truly is and how it can be different. It’ll be interesting to see if a wider marketing campaign and more commercials will follow.

You can watch the video below.

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Apple Refreshes Emoji with iOS 10 Developer Beta 4

Apple refreshed over 100 of its emoji with iOS 10 beta 4, which was released earlier today. Some of the highlights include:

  • gender-diverse emoji, including female athletes and professionals;
  • a new rainbow flag;
  • new family options; and
  • a water pistol.

In addition to the new emoji, Apple redesigned many of its existing emoji. For instance, ‘grinning face with smiling eyes’ no longer looks like someone gritting their teeth. Many other emoji received a subtler update as a result of a new shading gradient.

Existing emoji were updated too.

Existing emoji were updated too.

It appears as though Apple is not quite finished with its emoji refresh because some of the approved Unicode 9 emoji, including the much anticipated bacon emoji, are not part of the iOS 10 beta 4 release.

Currently, the new, updated emoji are only available as part of the iOS 10 developer beta.

Notebooks for iOS and Mac Organizes Your Research and Reference Materials

There’s a reason why there have been so many different notebook-style apps on iOS and the Mac over the years. Media-rich research projects and reference materials benefit from the familiar metaphor of a notebook as a way to organize everything in one place. The difficulty, though, is balancing organizational functionality with editing tools. Good organizational tools like search, sorting, and sync are a must, but apps that go too deep into editing features can quickly become a bloated mess. Go too light, and the editing features aren’t of much use.

Notebooks by Alfons Schmid is an iOS and Mac notebook app that has excellent organizational tools on iOS and the Mac. With solid search, sorting and sync options, your notebooks and documents are always readily available to you, which makes it a great research tool, especially on iOS. Notebooks’ editing tools are a different story. Notebooks for iOS strikes a nice balance with excellent text and PDF editing tools. The more recently released Mac version of Notebooks, however, doesn’t go much beyond text editing, which is a little disappointing.

Whether Notebooks is right for you will depend on the extent to which you want to edit files stored in it and, if so, whether iOS or OS X is the dominant platform you use. People who work on iOS will love the power of Notebooks; on the Mac, Notebooks is closer to a viewer app and may not be sufficient to meet your needs.

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Game Day: Bulb Boy

Bulb Boy is a bizarre point-and-tap puzzle adventure on iOS from Kraków, Poland-based Bulbware that draws inspiration from games like Machinarium. As the name suggests, the story centers around a boy who is a lightbulb. Bulb Boy appears to be going about his business, living a quiet life with his grandfather and bulb-dog in their bulb-house, until strange things suddenly start to happen. Bulb Boy’s world is beset with monsters and it’s up to you, as Bulb Boy, to defeat them by collecting a series of items that help you solve puzzles.

Everything in the game is black and green like an old CRT monitor. The animation has a distinctly retro feel too. When I started Bulb Boy I immediately felt like I had stepped into a demented version of an old cartoon from the 1930s.

The mechanics are straight-forward. You explore each scene by tapping the screen. Bulb Boy moves to where you tap and examines any items in the area. The items you collect help you solve the puzzles and move on to the next stage. In addition, Bulb Boy can take off his head to illuminate dark areas and help solve puzzles. As the game progresses it continually introduces new challenges that keep the game fresh.

Bulb Boy, which has won more awards than I can list here, is as creepy and weird as it sounds. Originally released for PCs on Steam, the game translates well to iOS’s touch interface. I played on my iPhone 6s Plus and iPad Pro and greatly preferred the experience on the iPad, where the artwork and soundtrack could really shine.

Bulb Boy is as much about exploring and enjoying its strange world as it is about the puzzles. The lead character is so charming that I very quickly found myself wanting to help him out of all the tight spots he finds himself in, which makes for an absorbing game. For the most part, the puzzles are challenging without being too hard, but if you do get stuck, Bulb Boy provides hints in the form of pictographic thought-bubbles that appear above Bulb Boy’s head. There are also walk-throughs online.

Bulb Boy is available on the App Store for $2.99 and, although I have not tried it, it’s worth noting that Bulb Boy is also available on the Mac for $9.99.

An Ode to the iPod Classic→

Lindsay Zoladz, writing for The Ringer, has a great story on the role of the iPod Classic in today’s music streaming landscape. I understand where she’s coming from, and I found this passage on the paradox of choice particularly accurate:

“When I’m searching for something to listen to on Spotify, I feel like I end up listening to the same albums and artists again and again,” my friend Becca wrote in an email, after I asked a handful of acquaintances about their post-iPod listening habits. “My brain by itself isn’t good at cataloguing everything I love.”

The psychologist Barry Schwartz has written (or, if you don’t have too much time on your hands, has TED-Talked) about a related phenomenon he calls “paradox of choice” — the notion that, although we tend to think of freedom of choice as an inherently good thing, too much choice can leave us feeling paralyzed and anxiety-ridden. “With so many options to choose from,” he says, “people find it very difficult to choose at all.” I personally have proven this theory many times over in the past few months, when I’ve stared for a few moments at the infinite void that is the Apple Music search bar and decided, “I guess I will just listen to Pablo or Lemonade again.” Another friend I emailed summed up the Paradox of Digital Music Listening succinctly: “With device-bound listening, I absolutely feel limited by [storage] space. With streaming, I feel limited by my own memory.”

This is why I often buy videogames from a small shop in my hometown. I could open the App Store, or the eShop, or the PlayStation Store, and buy anything I want. But there’s just so much stuff. There’s too many games and too many reviews and too many Let’s Plays to choose from. Sometimes, it’s nice to have fewer options.

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Bluetooth Headphone Revenue Overtook Non-Bluetooth for the First Time in June→

Interesting data from NPD:

According to The NPD Group’s Retail Tracking Service, Bluetooth headphone revenue overtook non-Bluetooth for the first time in June accounting for 54 percent of headphone dollar sales and 17 percent of unit sales in the U.S.

And:

Beats and LG have led the Bluetooth headphone market throughout the first half of the year, accounting for approximately 65 percent of dollar sales.

Not necessarily a direct indication of decline in wired headphones, but a sign that, as average prices of Bluetooth headphones go down, consumers may prefer wireless.

Removing the headphone jack from the next iPhone will be annoying; at the same time, limitations notwithstanding, I can’t deny how nice it is not to deal with wires anymore.

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