Taking a look at WWDC, iPad vs Surface Pro 3, the iMessage bugs, Google and Lenovo overtaking Apple, tales from the marketing team, the iPhone 5C 8GB continues to pop up around the world, dust and water-resistant iPhones, and trade-ins plus expectations inside the Apple Store. Apple Loop is here to remind you of a few of the very many things that happened around Apple over the last seven days.
What Will WWDC Do?
We're just over a week away from WWDC, and the two-hour keynote speech to open up the Conference is already making waves. The addition of a number of sessions that 'to be announced after keynote' is leading many to believe that the keynote is going to be 'something big' (noted by ComputerWorld and others)
We already know that iOS 8 and OS X 10.10 will be discussed, so fundamental changes in elements of the OS are a safe bet. The existing hardware cycles of the new iPhone and new iPads in September and October will likely use iOS 8 (so developers will be able to code for the new platform), but a minor update to the iPad or iPhone range is possible but perhaps not probable. An update to the MacBook line might be on the cards as well.
Whatever it is, Apple is going to be introducing the changes to a lot of third-party developer support in the room, and if apps are the lifeblood of an ecosystem, having the blood donors ready to jump into the new sessions will be a smart move.
Attack The Surface?
If Apple feels like going on the offensive, a larger iPad could be one of the mystery launches at WWDC. Given Microsoft's clear pot-shots at Apple with the Surface Pro 3 (announced this week), an iPad Pro with a 12 inch display and optional keyboard would prove to be a direct comparison with the Surface Pro 3. WIth sales on the Surface Pro 3 only commencing with the lower specced devices y the end of June, Apple could easily steal a march on them... if the idea of an iPad Pro has been attractive enough to develop over the last year.
The iMessage Will Not Always Get Through
Apple's issues with iMessage have been acknowledged by the company. The bug means that users who move to another platform and retain the same mobile phone number do not have the association changed in Apple's database. This leads to problems when others send a text to the associated number that Apple's servers are sure is running iOS, when in fact could be running Android, Windows Phone, or any number of choices in the mobile operating system department. The upcoming release of iOS 7.1.2 should address the issue.
Apple Loses MVB (Most Valuable Brand) Award To Google
Millward Brown's annual 'BrandZ Top 100 Most Valuable Global Brands' has seen Apple vacate the number one spot it has held for the last three years. Google now tops the chart which is based around the measurement of the value of a brand - an interesting challenge in its own right. While this is nothing more than a 'best guess' sort of survey any loss of momentum in the press, especially to Google, will not be welcome at Cupertino.
It's also worth noting that Lenovo's PC shipments to the United States in the last quarter to move into the third place spot in terms of PC providers.
Nobody Remembers I Named The iMac
Macworld has a nice interview with Ken Segall, a former creative director at TBWAChiatDay, one of Apple's Advertising Agencies. He was also worked at Apple for a brief period, and came up with the name 'iMac'. Segall was there when the clock was ticking on Apple's future, and Steve Jobs returned to accompany that many thought would shut up shop:
There was no certainly that Steve Jobs would be able to save Apple, Segall continued. Back in 1985 Jobs had been ousted from Apple partly because he had mismanaged the company, "so there was no real guarantee that it would be any better this time round," Segall noted. "But you gotta believe and so we ad folk who had worked with Steve before thought it would be a great fun thing to do, and so we joined in," he said.
Their faith paid off: "A mere 14 years later Apple became the most valuable company on earth."
The full profile can be found here.
The iPhone 5C 8GB Continues To March Around The World
A quick snippet of news from India is that the iPhone 5C 8GB version (previously mentioned here on Forbes) is now available. This follows the 8 GB version of the iPhone 45S which was briefly on sale this year before being withdrawn by Apple. Will the 5C 8GB fare any better? It's currently discounted at Rs 33,550 ($570) as an out of contract/SIM free handset. I'm sure that Apple's thinking is to get enough people signed up and into the Apple ecosystem, and then be able to count them as loyal users for the next few years.
Slippery (But Usable) When Wet Or Dusty
Following on from Apple's retention of the rights to use Liquidmetals' Alloys on an exclusive basis; a number of patent applications that deal with hardening 'weak points' in the design of a smartphone (such as speaker grilles, and exposed microphone slots; and the industry trend to waterproof current flagship smartphones; it looks likely that Apple are set to toughen up their handsets against water, dust, and other harsh environmental factors elements. At the very least expect I'd expect the next major iPhone release to carry an IP57 or IP58 rating.
Bring Out Your Dead! (iPads That Is)
Following on from availability last month in Canada and the United States, Apple has extended their iPad trade-in program to the United Kingdom. Owners of the iPad 2, iPad 3, iPad 4, or first generation iPad Mini, can trade these in towards the cost of a new tablet. Typically in the US a 16 GB WiFi iPad 4 would bring you in around $200. As of the time of writing, there are no more details on the program.
"I love the idea of really helping people"
Speaking of the Apple Stores, Patrick May has spent time with the Geniuses working in Apple's Palo Alto Store. Pour a coffee, it's a nice read to finish of this week's Apple Loop, so enjoy the weekend, and I'll see you back here next week for more Apple! Forbes' previous Apple Loop column can be found here.
