**The Misunderstood Apple Ad: A Masterclass in Experiential Marketing**

Apple's latest ad campaign has been making waves on social media, with many praising its innovative approach to showcasing the iPhone's capabilities. The ad, titled "Misunderstood," features a young boy sitting in front of his device, seemingly oblivious to the world around him. However, as the camera pans out, we see that he is actually capturing beautiful moments from everyday life - a child playing with a balloon, a couple laughing together, and an elderly woman enjoying time with her family.

The ad works on multiple levels, both literally and figuratively. On one hand, it's a clever play on expectations, as the viewer assumes that the boy is just mindlessly staring at his device for hours on end. But in reality, he's using it to capture and cherish precious moments that would otherwise go unnoticed. This unexpected twist creates a sense of surprise and delight, making the ad more engaging and memorable.

But "Misunderstood" also resonates on a deeper level. It speaks to the human desire to be present in the moment, to appreciate the beauty around us, and to create lasting memories with loved ones. The ad is an invitation to put down our devices and engage with the world in all its complexity and wonder. This message is timely, as we increasingly find ourselves surrounded by screens and digital distractions that can make it difficult to disconnect and truly experience life.

The ad's impact is also due in part to its understated approach. Rather than showcasing the latest iPhone features or touting its technical specs, Apple takes a more nuanced approach. The focus is on the everyday moments that make life worth living, rather than on the device itself. This makes the ad feel more authentic and relatable, as if it's speaking directly to our own experiences and desires.

**The Art of Experiential Marketing**

Apple has long been known for its innovative approach to marketing, but "Misunderstood" stands out as a particularly masterful example of experiential marketing. By focusing on the emotional resonance of the ad rather than its technical specifications, Apple creates an experience that stays with viewers long after they've finished watching.

Experiential marketing is all about creating an immersive and memorable experience for the viewer. It's about telling a story or conveying a message in a way that resonates on multiple levels. In "Misunderstood," Apple has achieved just that, using a simple yet powerful narrative to speak to our hearts and minds.

This approach also reflects Apple's commitment to redefining what it means to be a technology company. Rather than simply focusing on product features and technical capabilities, Apple is now exploring the ways in which its products can enrich our lives and enhance our experiences.

**The Legacy of Classic Apple Ads**

"Misunderstood" joins a long line of classic Apple ads that have become synonymous with innovative marketing and experiential storytelling. From "Get a Mac" to "Shot on iPhone," these ads have consistently pushed the boundaries of what's possible in advertising, using creative storytelling and compelling narratives to connect with audiences.

Apple's commitment to creating memorable and impactful ads is a key part of its brand identity. By investing in high-quality production values, clever writing, and innovative marketing strategies, Apple has established itself as a leader in the advertising world.

**The Impact on Apple's Rebranding Efforts**

"Misunderstood" also fits into Apple's broader efforts to reposition itself as a more consumer-centric company. By focusing on the emotional resonance of its ads rather than their technical specifications, Apple is creating an experience that resonates with viewers on multiple levels.

This approach reflects Apple's renewed emphasis on user experience and customer satisfaction. Rather than simply showcasing the features and capabilities of its products, Apple is now exploring ways to make those experiences more enjoyable, memorable, and impactful.

**A New Era for Apple Ads**

The "Misunderstood" ad marks a new era for Apple ads, one that prioritizes emotional resonance and experiential storytelling over technical specifications. As Apple continues to evolve and adapt in response to changing consumer needs and technological advancements, this approach is likely to remain a key part of its marketing strategy.

Whether or not the ad's success will be replicated by future Apple ads remains to be seen. However, one thing is clear: "Misunderstood" has set a high bar for experiential marketing in advertising, and it will be interesting to see how other brands respond to this innovative approach.

"WEBVTTKind: captionsLanguage: enhey everyone it is Thursday December 19 2013 and right now we're going to talk all about the new Mac Pro whether your eyesight camera is spying on you IOS 7.1 beta 2 and Apple's new misunderstood ad this is the imore show joining me as always we have the managing editor of imore and you're wearing a hat today Peter is that the the the Nova Scotia bison the Nova Scotia bison yes indeed for for anybody who isn't in the no this is the Bruins logo this is the Bruins Jersey Bruins are playing Savers tonight I'm just representing my team that's all but I've seen Dal rimple wear that and he's nowhere near Boston you know it's really interesting D Dow rimple is an anachronism Jim Dal rimple from the loop really loves the the uh the Bruins I guess because they're the closest team to him that doesn't involve Quebec and you know he just he he hates everything from Quebec except for you Renee except for you he loves you all right fair enough fair enough also joining us making his own hatti uh appearance the senior editor from imore Richard dine what town are you actually in Richard I keep forgetting the name uh I live in Lincoln the the proper Lincoln though in England not the one in America the fake one I think Lincoln was a dude in America not a place oh well well there's Nebraska there's Lincoln Mass there's a Lincoln Mass there Lincoln Park I've heard of them yeah I prefer them how you doing Richard I'm very well Rene hello everybody and joining us all the way from Indiana some part Indiana uh our howto app and all-around ninja editor ali um kasm MOA how are you Ally I'm good but I'm gonna say I'm a little upset I didn't get the Hat Memo it wasn't a memo it's just it's so cold in Montreal right now it's been like minus 20 uh Celsius all week which I think is like minus two or three or five Fahrenheit it's been pretty cold here today is kind of like a heat wave it's like 30 something I don't know what that is in your weird temperature how is my temperature weird zero is the freezing point of water 100 is the boiling point of water what is Fahrenheit based on I don't know nothing the length of the king's foot maybe dude just made that up uh I think Fahrenheit is actually the temperature at which a new Mac Pro uh fan runs Peter there we go so it finally launched it is here you can go you can't get delivery right now but you can go to apple.com and you can order the brand new Mac Pro Peter our long was it two and a half years of suffering is finally at an end that's right yeah I mean okay In fairness the Mac Pro was only discontinued earlier this year the the old aluminum uh thing but of course uh long-suffering Mac proo owners have have wanted um Apple to to do something to the Mac Pro for quite some time because I mean it was you know 10 years old the the um the the the the the platform upon which the Mac Pro was built it actually predates Apple's uh um uh conversion to Intel processors it's essentially the same uh chassis with a lot of internal reconfiguration uh that the powermac G5 used um so you know it's finally here we got our first glimp of it glimpse of it six months ago at WWDC and apple teased us again in October said they'd start taking orders for it in December uh and then teased us one more time yesterday when they said that today would be the big day uh uh for orders to be taken and uh um orders were taken and apple uh announced initially um on their website on their store website that um purchases made uh or purchases made on the uh the App Store that day would be fulfilled by December 30th now that date is slipped to mid-February so people who um maybe didn't uh uh check news first thing who wanted to get a Mac Pro are going to be waiting a little while before they can get their hands on one that was me I had a bunch of stuff to do this morning uh which I'd rather not talk about because it frustrated me no end um oh Peter could you go on talking about this my Phantom plumber is actually calling yeah sure tell us about options so uh the the Mac Pro um uh is is now available for order and people should start seeing them in the next couple of weeks um the Mac Pro starts at 29 uh 2999 and uh that that amount gets you a um uh a a a basically a quad core machine uh running faster than any other Mac that you can get uh equipped with 256 gigabytes of flash storage and 12 gigabytes of RAM and uh ati's D300 uh firepro uh Graphics dual graphics cards uh pretty nice configuration All Things Considered for an entrylevel Mac Pro um there are some options though and I mean Richard you were you were telling me earlier that you um got um uh fully loaded Mac Pro into some obscene amount of money it was like something like 12,000 pounds right pretty much pretty much I think it was about 11 and a half thousand when you just go around tick every single box and add a monitor on the end yeah that's that's that is heavy obviously we have to pay 20% sales tax on everything but yeah 11 and a half thousand I'll uh I don't think I'll be getting one just yet yeah exactly you know the use case for these is pretty specialized but anyway um there are a ton of options that you can uh that you can go4 you can speed up the processor with or or you can improve the processor by um uh replacing it with um a six core that's in the 39.99 Model A 8 core or even a 12 core model um and you can improve the graphics as well from the D300 to the d500 to the d700 um you know somebody asked a really good question um when I posted my buyer guide yesterday and that's how how good does this thing Run games I think that's the wrong question though I think that um if if you're thinking of this in terms of how does this bench against like a you know fully equipped Alienware system or uh you know a custom gaming rig you're you're not thinking straight with this because this thing is a real parallel processing monstrosity um it's it's designed for pretty specialized use if you're running video software for example and you're doing a lot of effects rendering um if you're doing 3D visualization if you're an architect or if you're um doing genetic modeling um if you're a musician and you're working with uh Logic Pro or you know another app like that and you've got a lot of tracks laid down and a lot of effects a lot of filters that you want to use if you're a guy English or Chris leio and you just want to see what you can do with that much opencl right exactly and that and that's the key right there open CL open CL is um the the the uh uh the language that enables these uh applications um to run massively parallelized on something like the Mac Pro and you know the the the the video graphics cards that are incorporated into these things are these massive parallel processing pumps so um if you're uh doing these sorts of very math intensive operations you will see a huge performance increase especially if your app is is optimized for opencl as Final Cut Pro is um I saw a lot of people sort of complaining on Twitter that it didn't meet their workflow and my take on it was this it's like a Lamborghini you know like a Mac Pro suits your workflow the way a Lamborghini suits your commute and what I mean by that is you will know instantly if this is going to help you if you if you live on the Autobon and work on the autobond the Lamborghini is going to be phenomenal for your commute for your commute but if you live in the suburbs in traffic it's not going to make that much difference except people will still see you in a Lamborghini that's exactly right you know I think that a lot of people um approach this the wrong way which is the assumption that uh one hammer uh you know that that that that one hammer should should suit all my needs equally well that's just not the case you know the Mac Pro is a very specialized machine for a specific type of user um if you look at it and you're like the specs don't impress me or nothing about this machine is what I'm looking for Move Along there are lots of other Maxs to choose yeah exactly um yeah so I'm not sure there was a lot of stock because I can't believe like when an iPhone comes out there's millions of people buying it this they're making in small quantities in Austin Tim Cook even tweeted it out you know hi this is Tim the Austin assembly lines are full production the Mac Pro's coming tomorrow um and I think Mark Gman was joking that all the ones you saw in the picture like seven of them were what they had in stock uh but they did they did push out fairly quickly in Canada the UK outside the US they only began shiing shipping in January there was no specific date given but this is not something I mean unless you're really spoiled unless you're like Ali level spoiled hi Ally This is not something that's going to be under your Christmas tree anyway yes indeed yeah well especially considering that there I don't think anybody's going to take delivery until the end of the year anyway no but you know it is what it is um and uh you know people who' have gotten their orders in uh have have gotten them and some reviewers have already been seated by Apple too so we should be seeing reviews come online in the next few days and I'm going to be very interested to see what they have to say now um my dream system if I just window shopping going there and Ticking the little options um I when I got the Nala Mac Pro I went for at the time I think the maximum was eight core I went for eight cores but VAR slow cores because I thought you know massive parallel Computing and it never really materialized and I wish I'd gone the other way so if I were buying a Mac Pro which I am not right now and can't because you know they're sold out and they're not shipping in Canada till the weather gets warmer because Austin is warm what ever um I would be going for the four core version as fast as I can get I would increase the ram because it would be a pain in the ass to do later so I would go for 32 gigabytes I would increase the hard drive I don't think I would go to a terabyte although it's really tempting to get that much fast storage I'd probably go to 512 um and I think that would be I might see Peter the only thing I don't know is whether I would increase the graphics card from the low-end one to the mid-range one I don't think the high-end one is different enough from the mid-range one for me but I think think the mid-range one is compelling a little bit Yeah I you can certainly make that case I mean the thing to remember I I think the most is that of of all of the options that you have to choose from uh the CPU and the GPU the graphics cards are the or graphic Graphics uh boards are the ones that you can't upgrade those are the ones that make up the core of the machine everything else you know in terms of storage and in terms of um of uh um of of memory is actually removable now as far as storage is concerned we'll see because Apple's got its own pcie based um flash memory interface uh doesn't conform to a to a specific industry standard so I haven't seen a lot of upgrades for example for the MacBook Air or the retina MacBook Pro uh even though those things uh don't actually use memory that solder or storage Capa storage stuff that's soldered on the motherboard that's an actual daughter card that's in there um and they have been upgradeable in the past um the the the the Mac Pro uses standard industry Ram though and you can save yourself hundreds hundreds by just getting that thing equipped with whatever the standard stock is uh for that configuration and then going to uh OWC otherw world computing um or Kingston uh direct um and ordering memory from them for a lot less money than what you're going to pay Apple Apple really does charge a premium for Ram so think carefully about that before you place your order and you can lift the Vader hat up right and get at the Vader skull and then then just put the ram in right exactly you just twist it around and pop the top off and and you've got access to the guts it really is a Next Generation Cube yeah it really kind of is you know I but I think it's going to do very it's going to do a lot better for than the cube did so one of the things that you know Richard one I noticed in the morning was the there is a 4K display we've heard like a lot of other sites have heard that Apple is working on a 4K display but it's not ready yet so you can get a sharp display from Apple you can't just go to the Apple store and buy it separately though you have to get it bundled with the Mac Pro and that was interesting to me for a couple reasons first is it only lets you apparently choose one of them now granted they're like $3,600 but the Mac Pro as far as I remember supports up to three of them and you just can't pick three of them and also if you buy it now there doesn't seem to be an option to get the display later and that seems like not not the optimal use of the hardware to me well we'll see I you know I think that that uh 4K displays are very rarified I mean the the 4K display that apple is sell in the sharp tnk 321 um is a $ 34 $3,500 display um I I don't see a use case for a lot of people to grab a whole bunch of them Al Gore needs three of them three of them I maybe so but you know it's you know he's cutting An Inconvenient Truth too and needs you know a massive uh uh a massive uh wraparound display 4K tweet deck that's right 12K 12K he needs 12K um but I almost wonder if it's a constrainted issue to start with it could be a constraint issue and it may be something that Apple will add on later in the store I mean Apple does carry third-party products and they're available for order uh but in the same token when you configure to order a Mac Pro um they give you external uh storage options as well like you can get a promise uh Thunderbolt 2 raid system um so I think that they they they just do that to keep it as simple as possible and you know what the TN k32 321 isn't the only 4K display that you can buy right now Asus has one dell has one um you can go out and actually save yourself a lot of money again you know just like with memory if you shop around before you make a purchase so I think Apple's offering that as a convenience item for people who are buying the Mac Pro and just want a a box to show up or a few boxes to show up at their door so they can start getting working right away it's for Alex Lindsay so we can equip the entire pixel core in one day that's exactly right so uh yeah I think my take is identical to Peter's I mean right now this is a very edge case it is literally a hyper car of computing people who want it are either know they absolutely need it or just want it because they've wanted a new Mac Pro for so long damn it and they're going to get it now um but I'm like Peter I'm G I'm interested to see what the first reviews are and where it really helps because I am so impressed with the retina MacBook Pro for rendering video that I'm not as convinced as I used to that I need a big desktop machine anymore well it's a little desktop machine a little desktop well it's like like the genie of the lamp right right exactly infinite cosmic power tiny little living space um you know and by the way to clarify what Renee said before he said hyper car not hyper card no hyper yes you Mac nerds I didn't I didn't say hypr card indeed you never had a PC like me bum bum bum bum all right so moving along so we can get Ally and and Richard back awake and back part of the conversation Ally iOS 10.9.1 is out and it claims to fix the Gmail pain and a lot of the mail.app pain you went ahead and looked at a bunch of mail apps anyway are you happy with how mail is working yet or are you still you know glancing around for Alternatives um I've been using air mail now for about oh I don't know a couple months um can't see myself going back to macmail again um I pretty much I had a situation during OS 10 Mavericks again it's a beta so you know you get what you get but um it ate my mail it just ate my imore mail like for breakfast so I mean literally there was nothing that was her excuse Ally where's the article mail ate my mail yeah pretty much that's that's what happened so um I think that kind of scared me away from even wanting to open Mac Mail since then so I haven't Peter did it do anything for you I I've I've had no this happens to me a lot I've had no problems with Mac Mail I always just use standard Gmail IMAP I never remapped any folders it works as well for me now as it's worked since tiger I think well I had a lot of problems with 109 109 1091 fix them I what I was what I was seeing is and Renee I think you were having this problem too actually uh where uh uh for whatever reason your Gmail wouldn't cue correctly you would see long delays um well uh before getting new mail and it seemed like if you quit out of the app or put your machine asleep and woke it back up that's true yeah then uh that would fix it otherwise you you might be waiting hours for a new mail I remember there were a few times um since uh 109 came out Renee where um you know you pinged me um in our uh uh in our uh interdepartmental chat and you said hey did you get this email or whatever and I had no idea was there that is fixed in 1091 so I'm having better luck there I mean I'd rather take delayed mail over no mail so well see what I noticed is what's so hard about this is Gmail is so bad as well and Mac Mail was so bad that I could for example for two years now I will get messages in all mail that don't show up in mail and I I have to either like someone will tell me and I'll search for them and I'll say oh it's in all mail but not in your inbox I have zero filter set there is no reason it should not be in my inbook but Google yeah so I mean you know it I I think the best way of looking at this is 1091 makes male suck a little less I wouldn't call it great though yeah I've never really called mail great I used it because up until I mean Sparrow was abandoned for Mac when Google bought that so you know that was kind of out the window um and then air mail came around and it's gotten a lot better with updates at first it was a little buggy but if you use Gmail just the send and archive features um just the way it handles is so much better so for now that's that's what I'm sticking with I honestly have not opened mail I'm honestly kind of afraid to so yeah uh Richard have you any you had a chance to play around with 10. 9.1 yet uh honestly I have not even loaded up yet so is it better to wait like because some people wait to see what else it breaks yeah I mean it's it's a little bit of both I wasn't really that uh I don't use the mail app anyway so it wasn't trying to fix any any problems that I was experiencing I gave up on uh on the Apple Mail app quite you a long time ago I've actually been using the uh the mail pilot beta recently and that's uh that's pretty good but um no honestly because I use Google Chrome all day I generally just have a tab open for my uh my email and every 5 Seconds at the moment the number of new new messages just goes up and up and up at the top so it's uh it's probably the best solution I've got right now to making sure I actually get all the email uh on time yeah Richard have you had issues with mail pilot with it pulling mail because I feel like it I don't maybe I just have thousands of emails that I keep in archive instead of delete but I feel like I move things to a list or I move it to something and it again it's a public release it's great for what it is but they'll like randomly disappear or I feel like it's trying to pull for messages that aren't there yeah um I have no I mean it's it's it's been better than uh than experiences with the stock mail app but yeah there has been a few uh a few blank a few blank moments which is why I just generally keep a Gmail tab open right now because it's about the best way I can guarantee I'm always going to get my mail it's not ideal but it works so all right so hopefully that will get fixed we also have seen lot uh Apple has seated IOS 7.1 beta 2 to developers and it's under NDA so we can't really say exactly what's going on with there but there's still a lot of stuff to be fixed in ios7 ios7 they had one of the shortest development cycles and most ambitious product plans in recent iOS history one of the things I was curious about is an increasing number of people are telling me that they're turning off animations and accessibility not because it gives emotions thickness but because it's perceptively much faster um I haven't done that I know a lot of people have have any of you guys tried doing that yeah mine are all turned off and um I know that it probably doesn't give you faster response times but I you know sometimes perception is reality so I just I turned them back on on my iPad the other day and I felt like it was slower I know it wasn't but I don't know I just don't like them and I feel like wallpapers play nicer with it off well because they don't have all the the par parallax moving around yeah it doesn't have to Pat them as much for the motion so it seems like it with parallx enabled it zooms it in so no matter how you tilt it it doesn't run out of image on the top bottom or sides but if you turn that off it doesn't have to Pat it as much I leave mine on just because I actually enjoy the spatiality of zooming into folders zooming out into applications and I I like the parallx I like that sort of eye candy I do remember when Vista came out I turned it back to classic Mode instantly because it just felt so slow to me but iOS especially on an iPhone 5S feels fast enough um that I haven't noticed a huge difference Richard do you leave it on off uh I leave it on mainly because I just it's another thing I have to mess around with if I turn it off but I do very much prefer the uh the way it is on the iPhone rather than the iPad so I'm not a big fan of the zooming in and out of the folders because to me that felt kind of like the Vista thing that kind of felt slow and like it was holding me back but obviously with the with the iPhone the fact that it just sort of I don't really know what the best description for it is but it just sort of Fades in and out of the folders really really quickly and you're just there and then you're not there and yeah I I I really like those and I kind of hope that they uh they move those across the iPad pretty soon like portals Peter that's what reminds me of that's exactly right yeah a little orange and blue um uh so we've had the iPhone 5S going on 3 months it'll be 3 months um tomorrow I really like the iPhone 5c but I stuck with the iPhone 5S um I know a lot of people who haven't who stuck with the iPhone 5 and they're still perfectly happy but three months later I am so used to touch ID now that to this day if I go to an iPad I'm still waiting a few seconds for Touch ID to kick in I use it all the time it I use it works so fast that I don't even get to see my lock screen notifications anymore unless I remember to use the sleep wake button the camera unbelievable like the shots that I get off that camera I don't think I could have gotten with an iPhone 5S I could probably get with my Lumia 1020 but the Lumia 1020 is more of an expert like I I have to feel like I have to do more the the Optics require more work there's less pre postprocessing where the iPhone it feels like it doesn't matter what I throw at it the chipset is going to fix stuff um and the 64-bit a couple apps like you know DJ really benefit from it but I like the the fact that they're thinking towards the future and that you know that that that phone seems to have so much room to grow maybe let's just go around the room Ally three months later how are you enjoying your 5S um I got both the 5C and the 5S um I really like both of them um I actually kind of prefer the way the 5c feels when you're holding it one-handed but 5S definitely feature-wise um I get it irritated too when I pick up an iPad um I've actually disabled the passcode unless I'm out of the house on that just cuz it you know I act like I'm so inconvenienced by typing in a four-digit code but um other than that I really like it um I'm I've stuck with the 5S and you know I don't think I could go back but 64-bit I don't really use anything that I really see a difference and I do think that's Apple future proofing you know three four years down the line it's it creates a lot less headache for developers um to just support that I I'm happy with it the only thing that I think is a little disappointing for me is the camera flash um I was really hoping that dual flash would do something different for night photography and I still think it's pretty bad no actually I totally agree with everything that Ally just said except for the flash part I will disagree there I think the flash is doing a great job but my use case is a little bit different too I don't really do a lot of night photography but I do do a lot of L light photography and in that case um the low light photography I I think is is greatly improved um with um uh the iPhone 5S compared to the iPhone uh the iPhone 5 which is what I was using before uh beyond that you know the the stuff that where I'm really seeing the big benefit from 64-bit come is in gaming you know when you get games like Infinity Blade 3 which is really well optimized for the A7 um you've got a console quality experience almost you know with the graphics and the texturing and so on it's really an incredible experience it's a lot of fun to to to play as well but yeah absolutely Renee the big home run for me touch ID I cannot believe what a game changer this has been for me um and I like you get very frustrated when I use other iOS devices like my iPad and sit there and hover with my finger with my thumb over the uh the home button not understanding why it's it's not unlocking um so that more than anything is actually what's holding up my uh uh purchase of a new iPad right now I'm like I'm looking at the iPad uh air the iPad uh Mini with retina display going you know those are really nice but they're missing the one killer feature that I would really love to have uh to make me totally love this thing maybe it's just a justification in my own mind I will say this though with iPads it's a little different and most of the reason I don't think it bothered me is because if you think about it if you have any kind of case that has a sleeper magnet on an iPad you don't really have to unlock it anyway CU When you lift that up you know what I mean it just goes right to the home so yeah I guess it depends on whether or not you have a passcode and how often you have it to to ask you but for me I always have a smart cover or keyboard case or something on mine so it that's that's that's a good point Ally thinking about it yes I do have a passcode on mine which is why it's so important to me you know I I lock all my devices because I don't want people staring at my stuff yeah I do when I leave at home you know I'm just too impatient because I have them set to where they unlock and me or they lock immediately so at home with the iPad it's more of a just I don't really want to type in my password code on my phone I keep it on all the time now I used to take it off when I was at home and I know people at Apple feel the same way about having to type passcodes in like animals on their iPads so hopefully eventually that problem will go away Richard how's the 5S treating you well like everybody else I love love love Touch ID um I have some weird software bug that makes me have to put it in more often than I probably should have but that's software and and and there the main the main issues I've had so far with the 5S are probably software bugs so you know I can I can live with those because software has bugs and apple can fix them if there was something fundamentally wrong with the hardware then that would you know that would be different but um I think one of the one of the best things I can say about it is that it does nothing about it makes me want to go back to the old way back to the iPhone 5 the battery life is at least as good arguably if not better I never never really struggle to get through a day even when I'm out away from the house I very rarely struggle to get to the end of the day on a full charge the camera is is just as you guys have said is s superb I mean I uh I took a vacation to New York with my wife recently and uh it was basically my full camera that I've taken about 500 shots in three days in New York just with my iPhone because they were that good and I was that happy with them that I had a camera with me that stayed in my suitcase because I just didn't need it and got some really really cracking shots some good panoramas and um yeah and I think the the the the guts inside it as well shows especially with the camera because it's just so fast um I mean I've got a a Lumia 1020 again at the moment and uh been speaking to a couple of guys recently have asked if I know why the the processing is so slow on the cameras and it's because ultimately the camera takes these massive massive high resolution photographs but the hardware that's underneath the Windows Phone OS and the the hardware constraints that's required for for a phone like that doesn't allow it to do what ultimately the iPhone can do and that's just rattle off massive chunks of photographs just just one after the other and just just crunch through them so it's uh it's just I said it when I've when I picked it up and uh used it for a couple of weeks and it still maintains that it's the best phone I've used all year on from anybody on any platform yeah I think that's absolutely true and I think you know we talked about this before how um Nokia is doing fantastic things with cameras but it's all in the Optics and and Apple wants to have the thinnest phone in the known universe you know maybe several multiverses so they're doing all this post-processing what I saw that was really interesting Peter is the qualcomm's 64-bit tale where first one of the Qualcomm guys is like ah 64-bit is ridiculous and then Qualcomm goes no no no we we we don't we he should never have said that then he gets quietly let go and now there was word from Dan Lions the fake Steve Jobs of all people that Qualcomm took it like a a gut punch and that's fascinating to me um because you know like we've discussed this before Apple doesn't Fab their own chips they design them but Samsung Fabs them uh Qualcomm can make their own chips um Intel can make their own chips and yet Apple got to 64-bit first they have the will and the desire to do it uh Samsung could have made that chip two years ago Qualcomm too I I think it's interesting that was stuff like Retina Display you know now everyone has 1080p but back then Retina Display and um 64-bit even though Apple doesn't control the manufacturing they're still pushing that aspect of Technology yeah exactly I mean you know it's important to understand that the 64-bit uh design isn't apples necessarily I mean we talk a lot about this being the Apple A7 ship because it is but it's based on a design from arm you know it's based on a design from the The Fabulous semiconductor uh designer uh that um that uh Apple has been working with for many years now actually uh Apple's relationship with arm goes back to the old Newton message pad days um so uh you know 64-bit was a great leap for app and it's given them a lot of press and it is I think setting the groundwork uh for um uh iOS products in the future to to have um so much more um growth potential in terms of what the software can do uh that's running on them than than what we're able to do today uh but yeah you know according to Dan Lion's story it's left Qualcomm and the Lurch and uh left them scrambling to come out with something even Samsung you know has said um sort of as an side yeah we're doing 64-bit um they're going to have 64bit out hopefully sometime in the first half of uh of of 2014 um Qualcomm though it's going to take a little bit longer I think too that with the future proofing I mean you don't see many phones stay relevant on the market as long as the iPhone has so I mean you see what they're still selling the 4S so and that's a what now 4S 5 threeyear old phone so you know it makes it easier on Developers too when they're not having to keep things compatible for 64bit 32-bit you see that separation now with computers you're just starting to see that go away so you know I think it makes sense for them to do that because two three years down the road that's probably also why they dis well I mean I guess they released the 5c so you still have that but starting with the 5S they're ahead so and I think that phone will stay relevant a lot longer you also have to look at um you know the the aftermark market for phones the secondary Market that's huge Apple's been getting into that and I think a lot of the reason for that is they hold their value so well so the longer they stay relevant the higher the value is the better that market is too not only the 4S but also the four is still a currently supported model you can drop ios7 on it and you know on this podcast and elsewhere I've poo pooed the idea a little bit because I think it's kind of an edge case and the four doesn't run it that well but the bottom line is it is supported so and the other thing is this is not Apple's first time at this particular Rodeo right Ally cuz they've done it before with the Mac when the Mac went from 32-bit to 64-bit so they've got a lot of experience supporting developers with as seamless a transition as possible and iosa 7 I think on the iPhone 4 is nowhere near what I think it was what iOS 4 on the iPhone 3G oh God terrible so I think Apple's learned from those mistakes yeah and so I think they know it's almost you know you see the difference in separate binaries I think it was Iowa 7 that when I looked in the developer portal when they released the beta I was like whoa the iPhone 4 I I'm pretty sure the iPhone 4 bundle was significantly smaller than a lot of the other bundles so I think they learned from their mistakes and I think they made sure that they didn't you know put too much in there that was going to throw things off but the look and the feel and the basics for developers that was all there absolutely yeah for sure so you know we'll see going forward what this means though I mean I I don't think that the application is just there for games you know Renee brought up DJ DJ running qualitatively and quantitatively better on um the uh um the new A7 based iOS devices compared to how they run um on that before and that's because you know I DJ is doing a lot of on the-fly um uh filter stuff it's doing uh a lot of uh Library management it's doing a lot of real computationally intensive stuff uh that having a beefier process can really help with um and I think that we're going to see more use cases um in uh in in in um uh 64-bit uh machines coming forward especially for professionals who are actually trying to get work done you know there have been critics who have been saying since the iPad was introduced it's a Content consumption product not a Content creation uh product that's just a bald-faced LIE there's no other way to put it except that uh because a lot of people are doing a lot of serious professional work on these devices every day I think too I mean I would agree with that because I see how my workflow has changed the first iPad I don't feel really changed my workflow that much but again it takes developer support it takes you know the software side of things to really make that relevant um as well as accessories so for me you know like I've said in the past keyboard cases I use my iPad to to write a ton I know Richard does the same thing I think he even thumb types sometimes on his mini and does stuff for imore oh yeah absolutely but I mean you know that's just that's kind of the nature of the Beast here it's you know you remember remarks that they said about the first iPhone and you know you see where that went so I feel the iPad is kind of the same way I use it for a lot of things I've gotten to the point now I finally broke down and bought a camera kit for my iPad last year and I found that I can do a lot of basic editing things on my iPad for imore I mean we're still not to a point where you have content Management systems that really allow you know upload download file systems like you do on a computer so some stuff you really can't get away with yet but for the most part I can create my content and have it ready to upload or do whatever I need to do it do with it the minute I get home I don't even have to do any of the work on my computer absolutely now the other thing about 64-bit that interests me is um actually it's not it's not really 64 bit as I understand I've been educated on this recently it's that the the is that there are more registers inside as well so the the um uh the the the it isn't just because it's 64-bit that it's grabbing uh such large chunks of data at a time so the question that I've got um that I guess we'll just have to see what's going to happen further on down the road is what this means in terms of what you can actually get done like are we heading towards a future where you can actually use an iPad the same way that you can use a Mac for stuff like Final Cut Pro or um uh you know apps like that or we still do you think years away from that um I don't know I mean anyone who's ever used iMovie it's a resource hog it can be and I think honestly I think it depends on how software developers package that in some cases because you think of things differently when you're coding for a computer or when you're for a Mac platform OS 10 in this case or if you're coding for a mobile device um I've actually exported movie on both iMovie for OS 10 and iMovie or you know Final Cut Pro for that or iMovie for uh iPad and in my experience I could take the same amount of video and I guarantee you it's going to export quicker on my iPad um probably because it's optimized for that I'm not sure and I have a solid state Mac it's I have a newer one so I know that's not the issue but do feel like the most recent version of iMovie is a lot more efficient than the most recent version of iMovie for OS 10 I know Richard you did some stuff in iMovie too didn't you yeah I I wonder if you've broken something honestly because uh see i' I've used iMovie for the previous this obviously the new version and the previous version and it's just because I'm TI I know I'm not that creative and a tight I don't want to I don't want to pay for Final Cut Pro but um the old the old imov for Mac was horrifically slow for me on my on the same laptop that I'm running on now it was just slow and clunky and it seemed to take forever to export videos from and actually now I'm really ex I'm really happy that I I exported a 1080p video today that just it it flew through importing exporting all seems to be a lot smoother with the uh with the new version and I've also put the uh iPad version through it Paces uh when I reviewed the the the newest version I actually shot the video using an iPhone used the camera kit that you mentioned earlier to transfer the video from that to the iPad edited the whole thing and yeah it's not it's it's by no means perfect and there are things missing and um it's a kind of casual it's a casual solution to a problem but I mean for the likes of us for example if we're out and about at a trade show pounding the trade show floors and you just want to Quick catch a quick video of it you've got a great camera on the iPhone you've got imov in the iPad just plug it all in and the it is optimized and yeah I I would probably wouldn't uh rely on it so heavily on an older device because again tried it on things in the past and I wasn't that impressed but you know it's it's it's defin that that sort of thing's definitely taking a a step forward and un likee you I've I I I used to use the original iPad to do basic photo editing and it was just kind of kind of horrible back then and you know we we've come along so far in however many years it's been it's not you know it's not that long so who knows where we might be in another four five years with it yeah I'd agree I see um iMovie for Mac the new version I do agree with that it's it's a lot faster I was very surprised I thought something was wrong the first video I exported was like maybe 12 to 15 minutes long and I was like there's no way that's done it like popped up and I'm like no way I watched it thinking like it cut off or something because it it just it exported so fast um the iPad version I for some reason it's a little bit quicker than for me still but again like you said probably is due to the fact that it is a scaled down version it's not anything near but to put together a quick little thing you know it it works yeah if you guys uh listening and watching out there haven't tried it I would definitely uh recommend uh downloading it especially if you've got a new device because it's of course free now um hey Richard I got a question for you you're in the UK um have you ever gotten a gift from anybody like from Amazon in from another country uh yes as a matter of fact I have uh intern International Amazon gift cards work uh work beautifully providing the selected in the correct currency that I can spend over here yes so have you ever had that happen in iTunes though no no no no no yeah Renee wrote a really interesting piece uh yesterday entitled why can I gift internationally with Amazon but not iTunes and he was talking about this very issue uh the reason why is because um Apple just enabled iBooks uh gifting just in time for the holidays uh do you guys use iBooks a lot or or are you more dependent on other ebook readers PDFs I use it for PDFs and that's it um I've never really found it I like Kindle again I can loan a book to Richard I can you know I can do whatever I want with a Kindle account I can loan books I can gift books regardless whether you live in Canada or next door to me so I've never really felt a need to switch from iBooks um The Lending feature is what got me very interesting yeah I I'm a big Kindle fan too and I you know I've used them all I've used Kindle I've used Nook I've used uh um I've used uh iBooks I've even used uh some of the um uh Open Standards read uh readers for UB and for PDF as well just to give them a try just to kind of mix it up a little bit and you know that they're all good in their own ways but Kindle is what I keep coming back to because it's tied into the Amazon ecosystem I find that the books are cheaper the books that I'm looking for are often there and and they're not in iBooks um you know I I can't help but feel like iBooks just isn't fully baked sometimes I would feel the same way um it's convenient for PDF storage so you know things that I need to store or save and want quick access to from my email I I stick them in there quickly because it's easy but for books I actually want to read um I stick with Kindle I've thought about picking up a paper white just because you know I don't know I'm interested in that I guess it's the first e-reader I've actually ever been interested in but on my iPad you know it it works fine I actually prefer the interface of Kindle over iBooks too when I'm reading sometimes in iBooks I felt like if I had my hands on the side and maybe it's an issue with the iPad airor because the sides are so small um I feel like I'll accidentally touch the screen and the page will flip where I don't feel like the Kindle is that the Kindle app at least isn't that sensitive so I don't find myself doing that on accident as much you know speaking of of uh of the Kindle there was an interesting article that came out recently that said that Kindle owners are actually more likely to spend money than just regular Amazon Shoppers and that's probably one of the reasons why Amazon sells the Kindle so cheaply it's your gateway drug into the Amazon ecosystem would you agree with that Richard absolutely uh it's kind of uh I mean obviously we've seen they've extended the Kindle line to include tablets as well and uh I I think that's that's kind of a natural progression you you're getting people in at the bottom you're getting on that Kindle it's just like people buying an iPhone or an iPad they buy a Kindle they don't differentiate between Kindle paper white Kindle Fire it's just the next thing up and you know as you as you get to the the Kindle Fires they throw in a bit of video as well a bit of a music store and before you know it you're already in that ecosystem but I mean I think the the the best thing for me with Kindle is that it's it's crossplatform so I can you know I can take it anywhere I can take my books anywhere but I think Apple's kind of missing a trick a little bit just across the system with the going back to the uh the gifting across into across different countries because if you've got a relative they've got you know they just not necessarily techsavvy there's going to be a lot of people who pick up an iPad as a like a main Computing device the whether they've got the ibox app downloaded or not the ibox store is baked in there and you know you can send somebody a Kindle book you can send somebody an Amazon voucher but they've got to there's some kind of effort required on there and they've got to go and download the Kindle app they've got to have an Amazon account and all this out the other whereas if they've got an iPad they've already got all the stuff they need so it's I'm sure there's reasons behind it as to why Apple doesn't do it but I just I do think they're missing a trick yeah it's it certainly seems to be but you know I mean as as Renee points out in his editorial you know doing these deals internationally for content is very difficult and apple um you know I think has a more difficult uh uh situation than most because they're such a dominant force in so many markets you know because they really own the digital music Market in in in in some fundamental ways look at what they did last week or this past week with Beyonce's new release you know they've they're responsible for uh a huge amount of record sales because it's so easy just to download stuff from iTunes and it always has every slot on featured featured on the main iTunes page what's up with that somebody in Apple's curation team for iTunes went a little crazy and then Target said we're not going to carry it now iTunes sold so many there's no point in US carrying it I don't know I don't know taret has bigger problems today though I'm not gonna make fun of them too much there we go so um uh what do you does anybody here have like a really old MacBook or like an iMac G5 lying around like 2008 or earlier yeah I don't have any non- inel anymore not anymore yeah I think I do well even the first generation of Intel stuff the int tell uh core Duo and core core2 Duo before like for example the MacBook went poly polycarb or before it went unibody um you know it's it was uh um uh uh a little bit Square than the one that came after it anyway it turns out that those machines have um an exploit that these two researchers at John hop John's Hopkins University um have discovered and it turns out that the microprocessor on the um uh the the eyesight circuitry itself can be reprogrammed in such a way that you can actually shut off the illumination um LED that tells you when the camera is working so um they demonstrated this with proof of concept software that that that is spy wear it enables uh people to to capture a video stream from your eyesight camera without the eyesight camera giving you any indication that it's working wasn't there a case where a kid hacked his school mate's computer and took pictures of her and then tried to to extort money out of her using something similar to this Miss Teen USA it happened to her and her as she was actually using a Macbook I believe so yeah no it's absolutely out there but you know the interesting thing is how did it get on there because if you install software on your Mac you're prompted you know you're prompted to enter an administrative password and I it's I assume that you know what it is that you're actually clicking on when you install software so how could somebody get this malware installed surreptitiously social engineering Peter no defense Yeah it's you're absolutely right social engineering is no displ yeah exactly there we go Ally don't turn it on don't turn it on right now disappear for two seconds and show up with a 10-year-old MacBook Pro here's my question though I mean it's they say that it only works on older MacBooks but it might be theoretically possible on new ones and for me once that that Bond of trust is broken like you never know you might be patient zero you might be the first one am I gonna have to go all Andy and notco and put tape over my cameras now you know what look I I discount that okay I an asteroid might strike the Earth tomorrow and wipe out all life Peter what are you doing to me right exactly there could be a solar flare Godzilla could rise out of the ocean tomorrow you know a lot of things might happen but you know what nobody has demonstrated that new machines have any kind of um of uh of Snowden gives me the clear well I mean if it makes you feel better at night just buy a roll of duct tape well close your laptop oh my point is the absence of proof is not proof in and of itself you know it's incumbent upon the security researchers who are saying yeah new machines might have an exploit in them to prove that there is an exploit before they go around saying that there could be an exploit you know a lot of things might happen show me the proof show me the money so you're still going to Chacha full Monte in front of your MacBook with no regard for Humanity Peter absolutely Ely and you know anybody who's watching the video stream has nobody but themselves to blame random links from Peter no but here's the thing and this is something we all struggle with as journalists is what do you report to inform your audience and what and how do you phrase it to avoid panic because a lot of times security exploits we saw this one earlier uh from um kerski about I forget what the exploit was but it was it was Safari uh but two versions ago and you know became a panic and I had people asking me about it and it doesn't apply to most people but it's reported as a sensational headline and I think you know to Peter's point it's the responsibility of journalists conveying the information to make sure that people are informed but not panicked by it absolutely and I mean I I threw a healthy dose of skepticism in my coverage on this because I really think that it earns it because they even say in their paper you know look the it it is non-trivial for the software to get installed and Apple has these roadblocks that prevent the software from doing anything like gatekeeper um so you know they they they note that there is an exploit there but but they're the first ones to responsibly say uh it's tough to install so why you know the 999,000 other web Outlets didn't report this with a little dose of skepticism I don't know but I'm a little pissed off that they didn't because on them you know it's just typical typical stuff it's like those cascading ifs when you get in somewhere if someone has physical position of your iPhone and if it is jailbroken and if that you haven't changed the root password and if if all these things happen to be true they might be able to forcibly install Hello Kitty wallpaper that's exactly right or you know that might be if they lift a fingerprint and if they've got a latex you know kit that enables them to manufacture a finger 16 things that no one even has in their home at any given point in time who who yes CSI CSI your neighbor that's right is that it for our news you know I don't think I'm leaving anything out awesome all right so uh Ali oh the Apple TV ad oh the TV the new commercial I'm gonna and I'm gonna through the Miracles of editing I'm going to insert it as we talk about it so people can see it and I'm gonna throw it right back at you Peter because you have teenage children and this is the controversy I understood it I thought the ad was great it was touching bought a little tear to my eye because it's a child who for some reason is disenfranchised and disassociating from his family spending all his time with his iPhone if you want depending on your background and your own experiences you could imagine he's on the Autistic or aspiria Spectrum or you can just imagine that it's some sort of social problem between him and his family but it looks like he's in the periphery of of his family unit for the holidays but it turns out in this commercial called misunderstood that he's been filming everything and his grandparents happen to have an Apple TV and he surprises the entire family with a beautiful video um highlighting all the aspects of Christmas they thought he was annoying and I get that you know it's better to put the phone down and be part of the family but I think that that is not repres you know I think that this strikes a chord because so many of us have dealt with teenagers or have been teenagers who did not feel part of the family at some point you have to be a teenager I'm still like that you know it's it's a beautiful little piece and it's a complete story from start to end and any way you slice it it's a nice piece of Cinema and it's it's a nice piece of Storytelling I thought it was beautifully done but yeah I mean you know I've got three kids who go to these family functions and would just as soon have their faces buried in their iPads or their U their 3DS's um as as actually having a conversation with with with somebody in the room so I can totally identify as a parent of uh you know teenagers like that with you know the the sort of uh you see the dad looking annoyed every time he catches a sight of his son you know playing with his phone um and sort of increasingly throughout the ad he's getting more and more annoyed at right exactly so I think you see it with adults and kids you know we we have a thing where it's it's it's kind of a running joke but you know it's kind of sad we have almost every holiday we've ever had as a family with Heather's family there's a picture floating around that someone took of like six of us sitting at the table all of us on phones or iPads so that's like a picture that's circulated and it doesn't it's not something that happens the whole time but it's some point during a family function there's always a picture that's taken of everyone sitting on devices and the rest of the time are like get off your phone you know so so it works on that level but it also works on the level of sort of being an instruction you know to people who are using these devices saying hey look you've got your face barried in your device use it to capture the moment use it to be part of the experience so that's why it works for me and maybe I'm just overanalyzing it you know it it it's that's entirely possible as well but it works I think on a couple of different different levels and that's why it's called misunderstood but it's a classic piece of work and I wouldn't be surprised to see it up for a uh um a uh a um an advertising award next year it's experiential Richard that's the thing I like about it is Apple's getting back like their best commercials whether it's the everyday photographer or the technology is not enough Peter Coyote ad has been about the experience of using something and not the specs or processors or software and I think that's where this strikes a cord because it's showing you how how it how this helps or enables everyday life yeah I mean the the technology that we're we're buying and using should enrich our lives not take it over and uh and I think that's that's kind of ties in with the Misunderstood thing you know the the kid looks like he's uh just just just out there and just buried in his uh in his device all the time but it's not it's enriching his life and and ultimately at the end is you know it comes out and he's he's done something really nice for the family and and that's that's what we get from apples ads like you say it's never about the hardware it's never about the specs it's always about what you can do how this is going to make your day better how this is going to make you do something for your for your family how you know how how basically you're going to buy your iPhone you're going to buy your iPad and it makes something better for you and those around you makes granny cry and I'm gonna I'm sorry but I don't care that he was holding in portrait the whole time and the video miraculously is shot in landscape I knew someone was going to say that I knew it sells the reveal you know like it is theater it's not a reality show and reality shows aren't even real like if you don't understand that reality shows are edited to make them more outrageous then you know there's a lot of Wikipedia reading for you to do tonight um but that that sells the ad I'm not gonna analyze I'm not gonna I think that would be over analyzing it Peter is breaking it down frame by frame for that but I think as a piece of theater it works apple apple deserves apple is back on the track I just wish they would do another iPad commercial that is as good as this one because all the good ones lately have been iPhone commercials Absol absolutely yeah no it so kudos to Apple and uh contrast that against the absolutely bizarre Nokia uh ad for their new tablet my God Tim Burton in a in a in a barber shop yeah yeah I'll put that in the show notes ah boy all right so we have some holidaying to do I will not keep you any longer Ali KMOV people want to see more of your work if they want to find you on Twitter and the socials where do they go um I am of course on imore every day um I am at IM Muggle on all of the things social uh Twitter Instagram all of the things Richard uh Divine where can they find you uh on imore every day of course and uh on the socials at Rick 666 Peter uh let's see on imore of course and um on uh Twitter at flar f l a r g and in the bushes outside your house yes you he's making a Christmas video though so it's not creep you need use the bush excuse anymore if you have an eyesight camera exploit you can use mine mine mine's going to be mine's going to be entitled not misunderstood at all uh you can find me at Renee Richie you can find all of our shows at mobil.com we had Matt Dr former Apple evangelist talking about how Apple does marketing on Vector last week Benedict Evans about the lower-cost smartphone market this week uh we had Vicky merley former Safari technology evangelist at Apple on um debug last week and on iterate coming up tonight we have flinto and then next week we have Justin Williams so make sure you keep track of all of that mobile nations.com guys have a great evening and everyone listening to this podcast have happy holidays please spend it recording with your iPhone or not recording with your iPhone as you see fithey everyone it is Thursday December 19 2013 and right now we're going to talk all about the new Mac Pro whether your eyesight camera is spying on you IOS 7.1 beta 2 and Apple's new misunderstood ad this is the imore show joining me as always we have the managing editor of imore and you're wearing a hat today Peter is that the the the Nova Scotia bison the Nova Scotia bison yes indeed for for anybody who isn't in the no this is the Bruins logo this is the Bruins Jersey Bruins are playing Savers tonight I'm just representing my team that's all but I've seen Dal rimple wear that and he's nowhere near Boston you know it's really interesting D Dow rimple is an anachronism Jim Dal rimple from the loop really loves the the uh the Bruins I guess because they're the closest team to him that doesn't involve Quebec and you know he just he he hates everything from Quebec except for you Renee except for you he loves you all right fair enough fair enough also joining us making his own hatti uh appearance the senior editor from imore Richard dine what town are you actually in Richard I keep forgetting the name uh I live in Lincoln the the proper Lincoln though in England not the one in America the fake one I think Lincoln was a dude in America not a place oh well well there's Nebraska there's Lincoln Mass there's a Lincoln Mass there Lincoln Park I've heard of them yeah I prefer them how you doing Richard I'm very well Rene hello everybody and joining us all the way from Indiana some part Indiana uh our howto app and all-around ninja editor ali um kasm MOA how are you Ally I'm good but I'm gonna say I'm a little upset I didn't get the Hat Memo it wasn't a memo it's just it's so cold in Montreal right now it's been like minus 20 uh Celsius all week which I think is like minus two or three or five Fahrenheit it's been pretty cold here today is kind of like a heat wave it's like 30 something I don't know what that is in your weird temperature how is my temperature weird zero is the freezing point of water 100 is the boiling point of water what is Fahrenheit based on I don't know nothing the length of the king's foot maybe dude just made that up uh I think Fahrenheit is actually the temperature at which a new Mac Pro uh fan runs Peter there we go so it finally launched it is here you can go you can't get delivery right now but you can go to apple.com and you can order the brand new Mac Pro Peter our long was it two and a half years of suffering is finally at an end that's right yeah I mean okay In fairness the Mac Pro was only discontinued earlier this year the the old aluminum uh thing but of course uh long-suffering Mac proo owners have have wanted um Apple to to do something to the Mac Pro for quite some time because I mean it was you know 10 years old the the um the the the the the platform upon which the Mac Pro was built it actually predates Apple's uh um uh conversion to Intel processors it's essentially the same uh chassis with a lot of internal reconfiguration uh that the powermac G5 used um so you know it's finally here we got our first glimp of it glimpse of it six months ago at WWDC and apple teased us again in October said they'd start taking orders for it in December uh and then teased us one more time yesterday when they said that today would be the big day uh uh for orders to be taken and uh um orders were taken and apple uh announced initially um on their website on their store website that um purchases made uh or purchases made on the uh the App Store that day would be fulfilled by December 30th now that date is slipped to mid-February so people who um maybe didn't uh uh check news first thing who wanted to get a Mac Pro are going to be waiting a little while before they can get their hands on one that was me I had a bunch of stuff to do this morning uh which I'd rather not talk about because it frustrated me no end um oh Peter could you go on talking about this my Phantom plumber is actually calling yeah sure tell us about options so uh the the Mac Pro um uh is is now available for order and people should start seeing them in the next couple of weeks um the Mac Pro starts at 29 uh 2999 and uh that that amount gets you a um uh a a a basically a quad core machine uh running faster than any other Mac that you can get uh equipped with 256 gigabytes of flash storage and 12 gigabytes of RAM and uh ati's D300 uh firepro uh Graphics dual graphics cards uh pretty nice configuration All Things Considered for an entrylevel Mac Pro um there are some options though and I mean Richard you were you were telling me earlier that you um got um uh fully loaded Mac Pro into some obscene amount of money it was like something like 12,000 pounds right pretty much pretty much I think it was about 11 and a half thousand when you just go around tick every single box and add a monitor on the end yeah that's that's that is heavy obviously we have to pay 20% sales tax on everything but yeah 11 and a half thousand I'll uh I don't think I'll be getting one just yet yeah exactly you know the use case for these is pretty specialized but anyway um there are a ton of options that you can uh that you can go4 you can speed up the processor with or or you can improve the processor by um uh replacing it with um a six core that's in the 39.99 Model A 8 core or even a 12 core model um and you can improve the graphics as well from the D300 to the d500 to the d700 um you know somebody asked a really good question um when I posted my buyer guide yesterday and that's how how good does this thing Run games I think that's the wrong question though I think that um if if you're thinking of this in terms of how does this bench against like a you know fully equipped Alienware system or uh you know a custom gaming rig you're you're not thinking straight with this because this thing is a real parallel processing monstrosity um it's it's designed for pretty specialized use if you're running video software for example and you're doing a lot of effects rendering um if you're doing 3D visualization if you're an architect or if you're um doing genetic modeling um if you're a musician and you're working with uh Logic Pro or you know another app like that and you've got a lot of tracks laid down and a lot of effects a lot of filters that you want to use if you're a guy English or Chris leio and you just want to see what you can do with that much opencl right exactly and that and that's the key right there open CL open CL is um the the the uh uh the language that enables these uh applications um to run massively parallelized on something like the Mac Pro and you know the the the the video graphics cards that are incorporated into these things are these massive parallel processing pumps so um if you're uh doing these sorts of very math intensive operations you will see a huge performance increase especially if your app is is optimized for opencl as Final Cut Pro is um I saw a lot of people sort of complaining on Twitter that it didn't meet their workflow and my take on it was this it's like a Lamborghini you know like a Mac Pro suits your workflow the way a Lamborghini suits your commute and what I mean by that is you will know instantly if this is going to help you if you if you live on the Autobon and work on the autobond the Lamborghini is going to be phenomenal for your commute for your commute but if you live in the suburbs in traffic it's not going to make that much difference except people will still see you in a Lamborghini that's exactly right you know I think that a lot of people um approach this the wrong way which is the assumption that uh one hammer uh you know that that that that one hammer should should suit all my needs equally well that's just not the case you know the Mac Pro is a very specialized machine for a specific type of user um if you look at it and you're like the specs don't impress me or nothing about this machine is what I'm looking for Move Along there are lots of other Maxs to choose yeah exactly um yeah so I'm not sure there was a lot of stock because I can't believe like when an iPhone comes out there's millions of people buying it this they're making in small quantities in Austin Tim Cook even tweeted it out you know hi this is Tim the Austin assembly lines are full production the Mac Pro's coming tomorrow um and I think Mark Gman was joking that all the ones you saw in the picture like seven of them were what they had in stock uh but they did they did push out fairly quickly in Canada the UK outside the US they only began shiing shipping in January there was no specific date given but this is not something I mean unless you're really spoiled unless you're like Ali level spoiled hi Ally This is not something that's going to be under your Christmas tree anyway yes indeed yeah well especially considering that there I don't think anybody's going to take delivery until the end of the year anyway no but you know it is what it is um and uh you know people who' have gotten their orders in uh have have gotten them and some reviewers have already been seated by Apple too so we should be seeing reviews come online in the next few days and I'm going to be very interested to see what they have to say now um my dream system if I just window shopping going there and Ticking the little options um I when I got the Nala Mac Pro I went for at the time I think the maximum was eight core I went for eight cores but VAR slow cores because I thought you know massive parallel Computing and it never really materialized and I wish I'd gone the other way so if I were buying a Mac Pro which I am not right now and can't because you know they're sold out and they're not shipping in Canada till the weather gets warmer because Austin is warm what ever um I would be going for the four core version as fast as I can get I would increase the ram because it would be a pain in the ass to do later so I would go for 32 gigabytes I would increase the hard drive I don't think I would go to a terabyte although it's really tempting to get that much fast storage I'd probably go to 512 um and I think that would be I might see Peter the only thing I don't know is whether I would increase the graphics card from the low-end one to the mid-range one I don't think the high-end one is different enough from the mid-range one for me but I think think the mid-range one is compelling a little bit Yeah I you can certainly make that case I mean the thing to remember I I think the most is that of of all of the options that you have to choose from uh the CPU and the GPU the graphics cards are the or graphic Graphics uh boards are the ones that you can't upgrade those are the ones that make up the core of the machine everything else you know in terms of storage and in terms of um of uh um of of memory is actually removable now as far as storage is concerned we'll see because Apple's got its own pcie based um flash memory interface uh doesn't conform to a to a specific industry standard so I haven't seen a lot of upgrades for example for the MacBook Air or the retina MacBook Pro uh even though those things uh don't actually use memory that solder or storage Capa storage stuff that's soldered on the motherboard that's an actual daughter card that's in there um and they have been upgradeable in the past um the the the the Mac Pro uses standard industry Ram though and you can save yourself hundreds hundreds by just getting that thing equipped with whatever the standard stock is uh for that configuration and then going to uh OWC otherw world computing um or Kingston uh direct um and ordering memory from them for a lot less money than what you're going to pay Apple Apple really does charge a premium for Ram so think carefully about that before you place your order and you can lift the Vader hat up right and get at the Vader skull and then then just put the ram in right exactly you just twist it around and pop the top off and and you've got access to the guts it really is a Next Generation Cube yeah it really kind of is you know I but I think it's going to do very it's going to do a lot better for than the cube did so one of the things that you know Richard one I noticed in the morning was the there is a 4K display we've heard like a lot of other sites have heard that Apple is working on a 4K display but it's not ready yet so you can get a sharp display from Apple you can't just go to the Apple store and buy it separately though you have to get it bundled with the Mac Pro and that was interesting to me for a couple reasons first is it only lets you apparently choose one of them now granted they're like $3,600 but the Mac Pro as far as I remember supports up to three of them and you just can't pick three of them and also if you buy it now there doesn't seem to be an option to get the display later and that seems like not not the optimal use of the hardware to me well we'll see I you know I think that that uh 4K displays are very rarified I mean the the 4K display that apple is sell in the sharp tnk 321 um is a $ 34 $3,500 display um I I don't see a use case for a lot of people to grab a whole bunch of them Al Gore needs three of them three of them I maybe so but you know it's you know he's cutting An Inconvenient Truth too and needs you know a massive uh uh a massive uh wraparound display 4K tweet deck that's right 12K 12K he needs 12K um but I almost wonder if it's a constrainted issue to start with it could be a constraint issue and it may be something that Apple will add on later in the store I mean Apple does carry third-party products and they're available for order uh but in the same token when you configure to order a Mac Pro um they give you external uh storage options as well like you can get a promise uh Thunderbolt 2 raid system um so I think that they they they just do that to keep it as simple as possible and you know what the TN k32 321 isn't the only 4K display that you can buy right now Asus has one dell has one um you can go out and actually save yourself a lot of money again you know just like with memory if you shop around before you make a purchase so I think Apple's offering that as a convenience item for people who are buying the Mac Pro and just want a a box to show up or a few boxes to show up at their door so they can start getting working right away it's for Alex Lindsay so we can equip the entire pixel core in one day that's exactly right so uh yeah I think my take is identical to Peter's I mean right now this is a very edge case it is literally a hyper car of computing people who want it are either know they absolutely need it or just want it because they've wanted a new Mac Pro for so long damn it and they're going to get it now um but I'm like Peter I'm G I'm interested to see what the first reviews are and where it really helps because I am so impressed with the retina MacBook Pro for rendering video that I'm not as convinced as I used to that I need a big desktop machine anymore well it's a little desktop machine a little desktop well it's like like the genie of the lamp right right exactly infinite cosmic power tiny little living space um you know and by the way to clarify what Renee said before he said hyper car not hyper card no hyper yes you Mac nerds I didn't I didn't say hypr card indeed you never had a PC like me bum bum bum bum all right so moving along so we can get Ally and and Richard back awake and back part of the conversation Ally iOS 10.9.1 is out and it claims to fix the Gmail pain and a lot of the mail.app pain you went ahead and looked at a bunch of mail apps anyway are you happy with how mail is working yet or are you still you know glancing around for Alternatives um I've been using air mail now for about oh I don't know a couple months um can't see myself going back to macmail again um I pretty much I had a situation during OS 10 Mavericks again it's a beta so you know you get what you get but um it ate my mail it just ate my imore mail like for breakfast so I mean literally there was nothing that was her excuse Ally where's the article mail ate my mail yeah pretty much that's that's what happened so um I think that kind of scared me away from even wanting to open Mac Mail since then so I haven't Peter did it do anything for you I I've I've had no this happens to me a lot I've had no problems with Mac Mail I always just use standard Gmail IMAP I never remapped any folders it works as well for me now as it's worked since tiger I think well I had a lot of problems with 109 109 1091 fix them I what I was what I was seeing is and Renee I think you were having this problem too actually uh where uh uh for whatever reason your Gmail wouldn't cue correctly you would see long delays um well uh before getting new mail and it seemed like if you quit out of the app or put your machine asleep and woke it back up that's true yeah then uh that would fix it otherwise you you might be waiting hours for a new mail I remember there were a few times um since uh 109 came out Renee where um you know you pinged me um in our uh uh in our uh interdepartmental chat and you said hey did you get this email or whatever and I had no idea was there that is fixed in 1091 so I'm having better luck there I mean I'd rather take delayed mail over no mail so well see what I noticed is what's so hard about this is Gmail is so bad as well and Mac Mail was so bad that I could for example for two years now I will get messages in all mail that don't show up in mail and I I have to either like someone will tell me and I'll search for them and I'll say oh it's in all mail but not in your inbox I have zero filter set there is no reason it should not be in my inbook but Google yeah so I mean you know it I I think the best way of looking at this is 1091 makes male suck a little less I wouldn't call it great though yeah I've never really called mail great I used it because up until I mean Sparrow was abandoned for Mac when Google bought that so you know that was kind of out the window um and then air mail came around and it's gotten a lot better with updates at first it was a little buggy but if you use Gmail just the send and archive features um just the way it handles is so much better so for now that's that's what I'm sticking with I honestly have not opened mail I'm honestly kind of afraid to so yeah uh Richard have you any you had a chance to play around with 10. 9.1 yet uh honestly I have not even loaded up yet so is it better to wait like because some people wait to see what else it breaks yeah I mean it's it's a little bit of both I wasn't really that uh I don't use the mail app anyway so it wasn't trying to fix any any problems that I was experiencing I gave up on uh on the Apple Mail app quite you a long time ago I've actually been using the uh the mail pilot beta recently and that's uh that's pretty good but um no honestly because I use Google Chrome all day I generally just have a tab open for my uh my email and every 5 Seconds at the moment the number of new new messages just goes up and up and up at the top so it's uh it's probably the best solution I've got right now to making sure I actually get all the email uh on time yeah Richard have you had issues with mail pilot with it pulling mail because I feel like it I don't maybe I just have thousands of emails that I keep in archive instead of delete but I feel like I move things to a list or I move it to something and it again it's a public release it's great for what it is but they'll like randomly disappear or I feel like it's trying to pull for messages that aren't there yeah um I have no I mean it's it's it's been better than uh than experiences with the stock mail app but yeah there has been a few uh a few blank a few blank moments which is why I just generally keep a Gmail tab open right now because it's about the best way I can guarantee I'm always going to get my mail it's not ideal but it works so all right so hopefully that will get fixed we also have seen lot uh Apple has seated IOS 7.1 beta 2 to developers and it's under NDA so we can't really say exactly what's going on with there but there's still a lot of stuff to be fixed in ios7 ios7 they had one of the shortest development cycles and most ambitious product plans in recent iOS history one of the things I was curious about is an increasing number of people are telling me that they're turning off animations and accessibility not because it gives emotions thickness but because it's perceptively much faster um I haven't done that I know a lot of people have have any of you guys tried doing that yeah mine are all turned off and um I know that it probably doesn't give you faster response times but I you know sometimes perception is reality so I just I turned them back on on my iPad the other day and I felt like it was slower I know it wasn't but I don't know I just don't like them and I feel like wallpapers play nicer with it off well because they don't have all the the par parallax moving around yeah it doesn't have to Pat them as much for the motion so it seems like it with parallx enabled it zooms it in so no matter how you tilt it it doesn't run out of image on the top bottom or sides but if you turn that off it doesn't have to Pat it as much I leave mine on just because I actually enjoy the spatiality of zooming into folders zooming out into applications and I I like the parallx I like that sort of eye candy I do remember when Vista came out I turned it back to classic Mode instantly because it just felt so slow to me but iOS especially on an iPhone 5S feels fast enough um that I haven't noticed a huge difference Richard do you leave it on off uh I leave it on mainly because I just it's another thing I have to mess around with if I turn it off but I do very much prefer the uh the way it is on the iPhone rather than the iPad so I'm not a big fan of the zooming in and out of the folders because to me that felt kind of like the Vista thing that kind of felt slow and like it was holding me back but obviously with the with the iPhone the fact that it just sort of I don't really know what the best description for it is but it just sort of Fades in and out of the folders really really quickly and you're just there and then you're not there and yeah I I I really like those and I kind of hope that they uh they move those across the iPad pretty soon like portals Peter that's what reminds me of that's exactly right yeah a little orange and blue um uh so we've had the iPhone 5S going on 3 months it'll be 3 months um tomorrow I really like the iPhone 5c but I stuck with the iPhone 5S um I know a lot of people who haven't who stuck with the iPhone 5 and they're still perfectly happy but three months later I am so used to touch ID now that to this day if I go to an iPad I'm still waiting a few seconds for Touch ID to kick in I use it all the time it I use it works so fast that I don't even get to see my lock screen notifications anymore unless I remember to use the sleep wake button the camera unbelievable like the shots that I get off that camera I don't think I could have gotten with an iPhone 5S I could probably get with my Lumia 1020 but the Lumia 1020 is more of an expert like I I have to feel like I have to do more the the Optics require more work there's less pre postprocessing where the iPhone it feels like it doesn't matter what I throw at it the chipset is going to fix stuff um and the 64-bit a couple apps like you know DJ really benefit from it but I like the the fact that they're thinking towards the future and that you know that that that phone seems to have so much room to grow maybe let's just go around the room Ally three months later how are you enjoying your 5S um I got both the 5C and the 5S um I really like both of them um I actually kind of prefer the way the 5c feels when you're holding it one-handed but 5S definitely feature-wise um I get it irritated too when I pick up an iPad um I've actually disabled the passcode unless I'm out of the house on that just cuz it you know I act like I'm so inconvenienced by typing in a four-digit code but um other than that I really like it um I'm I've stuck with the 5S and you know I don't think I could go back but 64-bit I don't really use anything that I really see a difference and I do think that's Apple future proofing you know three four years down the line it's it creates a lot less headache for developers um to just support that I I'm happy with it the only thing that I think is a little disappointing for me is the camera flash um I was really hoping that dual flash would do something different for night photography and I still think it's pretty bad no actually I totally agree with everything that Ally just said except for the flash part I will disagree there I think the flash is doing a great job but my use case is a little bit different too I don't really do a lot of night photography but I do do a lot of L light photography and in that case um the low light photography I I think is is greatly improved um with um uh the iPhone 5S compared to the iPhone uh the iPhone 5 which is what I was using before uh beyond that you know the the stuff that where I'm really seeing the big benefit from 64-bit come is in gaming you know when you get games like Infinity Blade 3 which is really well optimized for the A7 um you've got a console quality experience almost you know with the graphics and the texturing and so on it's really an incredible experience it's a lot of fun to to to play as well but yeah absolutely Renee the big home run for me touch ID I cannot believe what a game changer this has been for me um and I like you get very frustrated when I use other iOS devices like my iPad and sit there and hover with my finger with my thumb over the uh the home button not understanding why it's it's not unlocking um so that more than anything is actually what's holding up my uh uh purchase of a new iPad right now I'm like I'm looking at the iPad uh air the iPad uh Mini with retina display going you know those are really nice but they're missing the one killer feature that I would really love to have uh to make me totally love this thing maybe it's just a justification in my own mind I will say this though with iPads it's a little different and most of the reason I don't think it bothered me is because if you think about it if you have any kind of case that has a sleeper magnet on an iPad you don't really have to unlock it anyway CU When you lift that up you know what I mean it just goes right to the home so yeah I guess it depends on whether or not you have a passcode and how often you have it to to ask you but for me I always have a smart cover or keyboard case or something on mine so it that's that's that's a good point Ally thinking about it yes I do have a passcode on mine which is why it's so important to me you know I I lock all my devices because I don't want people staring at my stuff yeah I do when I leave at home you know I'm just too impatient because I have them set to where they unlock and me or they lock immediately so at home with the iPad it's more of a just I don't really want to type in my password code on my phone I keep it on all the time now I used to take it off when I was at home and I know people at Apple feel the same way about having to type passcodes in like animals on their iPads so hopefully eventually that problem will go away Richard how's the 5S treating you well like everybody else I love love love Touch ID um I have some weird software bug that makes me have to put it in more often than I probably should have but that's software and and and there the main the main issues I've had so far with the 5S are probably software bugs so you know I can I can live with those because software has bugs and apple can fix them if there was something fundamentally wrong with the hardware then that would you know that would be different but um I think one of the one of the best things I can say about it is that it does nothing about it makes me want to go back to the old way back to the iPhone 5 the battery life is at least as good arguably if not better I never never really struggle to get through a day even when I'm out away from the house I very rarely struggle to get to the end of the day on a full charge the camera is is just as you guys have said is s superb I mean I uh I took a vacation to New York with my wife recently and uh it was basically my full camera that I've taken about 500 shots in three days in New York just with my iPhone because they were that good and I was that happy with them that I had a camera with me that stayed in my suitcase because I just didn't need it and got some really really cracking shots some good panoramas and um yeah and I think the the the the guts inside it as well shows especially with the camera because it's just so fast um I mean I've got a a Lumia 1020 again at the moment and uh been speaking to a couple of guys recently have asked if I know why the the processing is so slow on the cameras and it's because ultimately the camera takes these massive massive high resolution photographs but the hardware that's underneath the Windows Phone OS and the the hardware constraints that's required for for a phone like that doesn't allow it to do what ultimately the iPhone can do and that's just rattle off massive chunks of photographs just just one after the other and just just crunch through them so it's uh it's just I said it when I've when I picked it up and uh used it for a couple of weeks and it still maintains that it's the best phone I've used all year on from anybody on any platform yeah I think that's absolutely true and I think you know we talked about this before how um Nokia is doing fantastic things with cameras but it's all in the Optics and and Apple wants to have the thinnest phone in the known universe you know maybe several multiverses so they're doing all this post-processing what I saw that was really interesting Peter is the qualcomm's 64-bit tale where first one of the Qualcomm guys is like ah 64-bit is ridiculous and then Qualcomm goes no no no we we we don't we he should never have said that then he gets quietly let go and now there was word from Dan Lions the fake Steve Jobs of all people that Qualcomm took it like a a gut punch and that's fascinating to me um because you know like we've discussed this before Apple doesn't Fab their own chips they design them but Samsung Fabs them uh Qualcomm can make their own chips um Intel can make their own chips and yet Apple got to 64-bit first they have the will and the desire to do it uh Samsung could have made that chip two years ago Qualcomm too I I think it's interesting that was stuff like Retina Display you know now everyone has 1080p but back then Retina Display and um 64-bit even though Apple doesn't control the manufacturing they're still pushing that aspect of Technology yeah exactly I mean you know it's important to understand that the 64-bit uh design isn't apples necessarily I mean we talk a lot about this being the Apple A7 ship because it is but it's based on a design from arm you know it's based on a design from the The Fabulous semiconductor uh designer uh that um that uh Apple has been working with for many years now actually uh Apple's relationship with arm goes back to the old Newton message pad days um so uh you know 64-bit was a great leap for app and it's given them a lot of press and it is I think setting the groundwork uh for um uh iOS products in the future to to have um so much more um growth potential in terms of what the software can do uh that's running on them than than what we're able to do today uh but yeah you know according to Dan Lion's story it's left Qualcomm and the Lurch and uh left them scrambling to come out with something even Samsung you know has said um sort of as an side yeah we're doing 64-bit um they're going to have 64bit out hopefully sometime in the first half of uh of of 2014 um Qualcomm though it's going to take a little bit longer I think too that with the future proofing I mean you don't see many phones stay relevant on the market as long as the iPhone has so I mean you see what they're still selling the 4S so and that's a what now 4S 5 threeyear old phone so you know it makes it easier on Developers too when they're not having to keep things compatible for 64bit 32-bit you see that separation now with computers you're just starting to see that go away so you know I think it makes sense for them to do that because two three years down the road that's probably also why they dis well I mean I guess they released the 5c so you still have that but starting with the 5S they're ahead so and I think that phone will stay relevant a lot longer you also have to look at um you know the the aftermark market for phones the secondary Market that's huge Apple's been getting into that and I think a lot of the reason for that is they hold their value so well so the longer they stay relevant the higher the value is the better that market is too not only the 4S but also the four is still a currently supported model you can drop ios7 on it and you know on this podcast and elsewhere I've poo pooed the idea a little bit because I think it's kind of an edge case and the four doesn't run it that well but the bottom line is it is supported so and the other thing is this is not Apple's first time at this particular Rodeo right Ally cuz they've done it before with the Mac when the Mac went from 32-bit to 64-bit so they've got a lot of experience supporting developers with as seamless a transition as possible and iosa 7 I think on the iPhone 4 is nowhere near what I think it was what iOS 4 on the iPhone 3G oh God terrible so I think Apple's learned from those mistakes yeah and so I think they know it's almost you know you see the difference in separate binaries I think it was Iowa 7 that when I looked in the developer portal when they released the beta I was like whoa the iPhone 4 I I'm pretty sure the iPhone 4 bundle was significantly smaller than a lot of the other bundles so I think they learned from their mistakes and I think they made sure that they didn't you know put too much in there that was going to throw things off but the look and the feel and the basics for developers that was all there absolutely yeah for sure so you know we'll see going forward what this means though I mean I I don't think that the application is just there for games you know Renee brought up DJ DJ running qualitatively and quantitatively better on um the uh um the new A7 based iOS devices compared to how they run um on that before and that's because you know I DJ is doing a lot of on the-fly um uh filter stuff it's doing uh a lot of uh Library management it's doing a lot of real computationally intensive stuff uh that having a beefier process can really help with um and I think that we're going to see more use cases um in uh in in in um uh 64-bit uh machines coming forward especially for professionals who are actually trying to get work done you know there have been critics who have been saying since the iPad was introduced it's a Content consumption product not a Content creation uh product that's just a bald-faced LIE there's no other way to put it except that uh because a lot of people are doing a lot of serious professional work on these devices every day I think too I mean I would agree with that because I see how my workflow has changed the first iPad I don't feel really changed my workflow that much but again it takes developer support it takes you know the software side of things to really make that relevant um as well as accessories so for me you know like I've said in the past keyboard cases I use my iPad to to write a ton I know Richard does the same thing I think he even thumb types sometimes on his mini and does stuff for imore oh yeah absolutely but I mean you know that's just that's kind of the nature of the Beast here it's you know you remember remarks that they said about the first iPhone and you know you see where that went so I feel the iPad is kind of the same way I use it for a lot of things I've gotten to the point now I finally broke down and bought a camera kit for my iPad last year and I found that I can do a lot of basic editing things on my iPad for imore I mean we're still not to a point where you have content Management systems that really allow you know upload download file systems like you do on a computer so some stuff you really can't get away with yet but for the most part I can create my content and have it ready to upload or do whatever I need to do it do with it the minute I get home I don't even have to do any of the work on my computer absolutely now the other thing about 64-bit that interests me is um actually it's not it's not really 64 bit as I understand I've been educated on this recently it's that the the is that there are more registers inside as well so the the um uh the the the it isn't just because it's 64-bit that it's grabbing uh such large chunks of data at a time so the question that I've got um that I guess we'll just have to see what's going to happen further on down the road is what this means in terms of what you can actually get done like are we heading towards a future where you can actually use an iPad the same way that you can use a Mac for stuff like Final Cut Pro or um uh you know apps like that or we still do you think years away from that um I don't know I mean anyone who's ever used iMovie it's a resource hog it can be and I think honestly I think it depends on how software developers package that in some cases because you think of things differently when you're coding for a computer or when you're for a Mac platform OS 10 in this case or if you're coding for a mobile device um I've actually exported movie on both iMovie for OS 10 and iMovie or you know Final Cut Pro for that or iMovie for uh iPad and in my experience I could take the same amount of video and I guarantee you it's going to export quicker on my iPad um probably because it's optimized for that I'm not sure and I have a solid state Mac it's I have a newer one so I know that's not the issue but do feel like the most recent version of iMovie is a lot more efficient than the most recent version of iMovie for OS 10 I know Richard you did some stuff in iMovie too didn't you yeah I I wonder if you've broken something honestly because uh see i' I've used iMovie for the previous this obviously the new version and the previous version and it's just because I'm TI I know I'm not that creative and a tight I don't want to I don't want to pay for Final Cut Pro but um the old the old imov for Mac was horrifically slow for me on my on the same laptop that I'm running on now it was just slow and clunky and it seemed to take forever to export videos from and actually now I'm really ex I'm really happy that I I exported a 1080p video today that just it it flew through importing exporting all seems to be a lot smoother with the uh with the new version and I've also put the uh iPad version through it Paces uh when I reviewed the the the newest version I actually shot the video using an iPhone used the camera kit that you mentioned earlier to transfer the video from that to the iPad edited the whole thing and yeah it's not it's it's by no means perfect and there are things missing and um it's a kind of casual it's a casual solution to a problem but I mean for the likes of us for example if we're out and about at a trade show pounding the trade show floors and you just want to Quick catch a quick video of it you've got a great camera on the iPhone you've got imov in the iPad just plug it all in and the it is optimized and yeah I I would probably wouldn't uh rely on it so heavily on an older device because again tried it on things in the past and I wasn't that impressed but you know it's it's it's defin that that sort of thing's definitely taking a a step forward and un likee you I've I I I used to use the original iPad to do basic photo editing and it was just kind of kind of horrible back then and you know we we've come along so far in however many years it's been it's not you know it's not that long so who knows where we might be in another four five years with it yeah I'd agree I see um iMovie for Mac the new version I do agree with that it's it's a lot faster I was very surprised I thought something was wrong the first video I exported was like maybe 12 to 15 minutes long and I was like there's no way that's done it like popped up and I'm like no way I watched it thinking like it cut off or something because it it just it exported so fast um the iPad version I for some reason it's a little bit quicker than for me still but again like you said probably is due to the fact that it is a scaled down version it's not anything near but to put together a quick little thing you know it it works yeah if you guys uh listening and watching out there haven't tried it I would definitely uh recommend uh downloading it especially if you've got a new device because it's of course free now um hey Richard I got a question for you you're in the UK um have you ever gotten a gift from anybody like from Amazon in from another country uh yes as a matter of fact I have uh intern International Amazon gift cards work uh work beautifully providing the selected in the correct currency that I can spend over here yes so have you ever had that happen in iTunes though no no no no no yeah Renee wrote a really interesting piece uh yesterday entitled why can I gift internationally with Amazon but not iTunes and he was talking about this very issue uh the reason why is because um Apple just enabled iBooks uh gifting just in time for the holidays uh do you guys use iBooks a lot or or are you more dependent on other ebook readers PDFs I use it for PDFs and that's it um I've never really found it I like Kindle again I can loan a book to Richard I can you know I can do whatever I want with a Kindle account I can loan books I can gift books regardless whether you live in Canada or next door to me so I've never really felt a need to switch from iBooks um The Lending feature is what got me very interesting yeah I I'm a big Kindle fan too and I you know I've used them all I've used Kindle I've used Nook I've used uh um I've used uh iBooks I've even used uh some of the um uh Open Standards read uh readers for UB and for PDF as well just to give them a try just to kind of mix it up a little bit and you know that they're all good in their own ways but Kindle is what I keep coming back to because it's tied into the Amazon ecosystem I find that the books are cheaper the books that I'm looking for are often there and and they're not in iBooks um you know I I can't help but feel like iBooks just isn't fully baked sometimes I would feel the same way um it's convenient for PDF storage so you know things that I need to store or save and want quick access to from my email I I stick them in there quickly because it's easy but for books I actually want to read um I stick with Kindle I've thought about picking up a paper white just because you know I don't know I'm interested in that I guess it's the first e-reader I've actually ever been interested in but on my iPad you know it it works fine I actually prefer the interface of Kindle over iBooks too when I'm reading sometimes in iBooks I felt like if I had my hands on the side and maybe it's an issue with the iPad airor because the sides are so small um I feel like I'll accidentally touch the screen and the page will flip where I don't feel like the Kindle is that the Kindle app at least isn't that sensitive so I don't find myself doing that on accident as much you know speaking of of uh of the Kindle there was an interesting article that came out recently that said that Kindle owners are actually more likely to spend money than just regular Amazon Shoppers and that's probably one of the reasons why Amazon sells the Kindle so cheaply it's your gateway drug into the Amazon ecosystem would you agree with that Richard absolutely uh it's kind of uh I mean obviously we've seen they've extended the Kindle line to include tablets as well and uh I I think that's that's kind of a natural progression you you're getting people in at the bottom you're getting on that Kindle it's just like people buying an iPhone or an iPad they buy a Kindle they don't differentiate between Kindle paper white Kindle Fire it's just the next thing up and you know as you as you get to the the Kindle Fires they throw in a bit of video as well a bit of a music store and before you know it you're already in that ecosystem but I mean I think the the the best thing for me with Kindle is that it's it's crossplatform so I can you know I can take it anywhere I can take my books anywhere but I think Apple's kind of missing a trick a little bit just across the system with the going back to the uh the gifting across into across different countries because if you've got a relative they've got you know they just not necessarily techsavvy there's going to be a lot of people who pick up an iPad as a like a main Computing device the whether they've got the ibox app downloaded or not the ibox store is baked in there and you know you can send somebody a Kindle book you can send somebody an Amazon voucher but they've got to there's some kind of effort required on there and they've got to go and download the Kindle app they've got to have an Amazon account and all this out the other whereas if they've got an iPad they've already got all the stuff they need so it's I'm sure there's reasons behind it as to why Apple doesn't do it but I just I do think they're missing a trick yeah it's it certainly seems to be but you know I mean as as Renee points out in his editorial you know doing these deals internationally for content is very difficult and apple um you know I think has a more difficult uh uh situation than most because they're such a dominant force in so many markets you know because they really own the digital music Market in in in in some fundamental ways look at what they did last week or this past week with Beyonce's new release you know they've they're responsible for uh a huge amount of record sales because it's so easy just to download stuff from iTunes and it always has every slot on featured featured on the main iTunes page what's up with that somebody in Apple's curation team for iTunes went a little crazy and then Target said we're not going to carry it now iTunes sold so many there's no point in US carrying it I don't know I don't know taret has bigger problems today though I'm not gonna make fun of them too much there we go so um uh what do you does anybody here have like a really old MacBook or like an iMac G5 lying around like 2008 or earlier yeah I don't have any non- inel anymore not anymore yeah I think I do well even the first generation of Intel stuff the int tell uh core Duo and core core2 Duo before like for example the MacBook went poly polycarb or before it went unibody um you know it's it was uh um uh uh a little bit Square than the one that came after it anyway it turns out that those machines have um an exploit that these two researchers at John hop John's Hopkins University um have discovered and it turns out that the microprocessor on the um uh the the eyesight circuitry itself can be reprogrammed in such a way that you can actually shut off the illumination um LED that tells you when the camera is working so um they demonstrated this with proof of concept software that that that is spy wear it enables uh people to to capture a video stream from your eyesight camera without the eyesight camera giving you any indication that it's working wasn't there a case where a kid hacked his school mate's computer and took pictures of her and then tried to to extort money out of her using something similar to this Miss Teen USA it happened to her and her as she was actually using a Macbook I believe so yeah no it's absolutely out there but you know the interesting thing is how did it get on there because if you install software on your Mac you're prompted you know you're prompted to enter an administrative password and I it's I assume that you know what it is that you're actually clicking on when you install software so how could somebody get this malware installed surreptitiously social engineering Peter no defense Yeah it's you're absolutely right social engineering is no displ yeah exactly there we go Ally don't turn it on don't turn it on right now disappear for two seconds and show up with a 10-year-old MacBook Pro here's my question though I mean it's they say that it only works on older MacBooks but it might be theoretically possible on new ones and for me once that that Bond of trust is broken like you never know you might be patient zero you might be the first one am I gonna have to go all Andy and notco and put tape over my cameras now you know what look I I discount that okay I an asteroid might strike the Earth tomorrow and wipe out all life Peter what are you doing to me right exactly there could be a solar flare Godzilla could rise out of the ocean tomorrow you know a lot of things might happen but you know what nobody has demonstrated that new machines have any kind of um of uh of Snowden gives me the clear well I mean if it makes you feel better at night just buy a roll of duct tape well close your laptop oh my point is the absence of proof is not proof in and of itself you know it's incumbent upon the security researchers who are saying yeah new machines might have an exploit in them to prove that there is an exploit before they go around saying that there could be an exploit you know a lot of things might happen show me the proof show me the money so you're still going to Chacha full Monte in front of your MacBook with no regard for Humanity Peter absolutely Ely and you know anybody who's watching the video stream has nobody but themselves to blame random links from Peter no but here's the thing and this is something we all struggle with as journalists is what do you report to inform your audience and what and how do you phrase it to avoid panic because a lot of times security exploits we saw this one earlier uh from um kerski about I forget what the exploit was but it was it was Safari uh but two versions ago and you know became a panic and I had people asking me about it and it doesn't apply to most people but it's reported as a sensational headline and I think you know to Peter's point it's the responsibility of journalists conveying the information to make sure that people are informed but not panicked by it absolutely and I mean I I threw a healthy dose of skepticism in my coverage on this because I really think that it earns it because they even say in their paper you know look the it it is non-trivial for the software to get installed and Apple has these roadblocks that prevent the software from doing anything like gatekeeper um so you know they they they note that there is an exploit there but but they're the first ones to responsibly say uh it's tough to install so why you know the 999,000 other web Outlets didn't report this with a little dose of skepticism I don't know but I'm a little pissed off that they didn't because on them you know it's just typical typical stuff it's like those cascading ifs when you get in somewhere if someone has physical position of your iPhone and if it is jailbroken and if that you haven't changed the root password and if if all these things happen to be true they might be able to forcibly install Hello Kitty wallpaper that's exactly right or you know that might be if they lift a fingerprint and if they've got a latex you know kit that enables them to manufacture a finger 16 things that no one even has in their home at any given point in time who who yes CSI CSI your neighbor that's right is that it for our news you know I don't think I'm leaving anything out awesome all right so uh Ali oh the Apple TV ad oh the TV the new commercial I'm gonna and I'm gonna through the Miracles of editing I'm going to insert it as we talk about it so people can see it and I'm gonna throw it right back at you Peter because you have teenage children and this is the controversy I understood it I thought the ad was great it was touching bought a little tear to my eye because it's a child who for some reason is disenfranchised and disassociating from his family spending all his time with his iPhone if you want depending on your background and your own experiences you could imagine he's on the Autistic or aspiria Spectrum or you can just imagine that it's some sort of social problem between him and his family but it looks like he's in the periphery of of his family unit for the holidays but it turns out in this commercial called misunderstood that he's been filming everything and his grandparents happen to have an Apple TV and he surprises the entire family with a beautiful video um highlighting all the aspects of Christmas they thought he was annoying and I get that you know it's better to put the phone down and be part of the family but I think that that is not repres you know I think that this strikes a chord because so many of us have dealt with teenagers or have been teenagers who did not feel part of the family at some point you have to be a teenager I'm still like that you know it's it's a beautiful little piece and it's a complete story from start to end and any way you slice it it's a nice piece of Cinema and it's it's a nice piece of Storytelling I thought it was beautifully done but yeah I mean you know I've got three kids who go to these family functions and would just as soon have their faces buried in their iPads or their U their 3DS's um as as actually having a conversation with with with somebody in the room so I can totally identify as a parent of uh you know teenagers like that with you know the the sort of uh you see the dad looking annoyed every time he catches a sight of his son you know playing with his phone um and sort of increasingly throughout the ad he's getting more and more annoyed at right exactly so I think you see it with adults and kids you know we we have a thing where it's it's it's kind of a running joke but you know it's kind of sad we have almost every holiday we've ever had as a family with Heather's family there's a picture floating around that someone took of like six of us sitting at the table all of us on phones or iPads so that's like a picture that's circulated and it doesn't it's not something that happens the whole time but it's some point during a family function there's always a picture that's taken of everyone sitting on devices and the rest of the time are like get off your phone you know so so it works on that level but it also works on the level of sort of being an instruction you know to people who are using these devices saying hey look you've got your face barried in your device use it to capture the moment use it to be part of the experience so that's why it works for me and maybe I'm just overanalyzing it you know it it it's that's entirely possible as well but it works I think on a couple of different different levels and that's why it's called misunderstood but it's a classic piece of work and I wouldn't be surprised to see it up for a uh um a uh a um an advertising award next year it's experiential Richard that's the thing I like about it is Apple's getting back like their best commercials whether it's the everyday photographer or the technology is not enough Peter Coyote ad has been about the experience of using something and not the specs or processors or software and I think that's where this strikes a cord because it's showing you how how it how this helps or enables everyday life yeah I mean the the technology that we're we're buying and using should enrich our lives not take it over and uh and I think that's that's kind of ties in with the Misunderstood thing you know the the kid looks like he's uh just just just out there and just buried in his uh in his device all the time but it's not it's enriching his life and and ultimately at the end is you know it comes out and he's he's done something really nice for the family and and that's that's what we get from apples ads like you say it's never about the hardware it's never about the specs it's always about what you can do how this is going to make your day better how this is going to make you do something for your for your family how you know how how basically you're going to buy your iPhone you're going to buy your iPad and it makes something better for you and those around you makes granny cry and I'm gonna I'm sorry but I don't care that he was holding in portrait the whole time and the video miraculously is shot in landscape I knew someone was going to say that I knew it sells the reveal you know like it is theater it's not a reality show and reality shows aren't even real like if you don't understand that reality shows are edited to make them more outrageous then you know there's a lot of Wikipedia reading for you to do tonight um but that that sells the ad I'm not gonna analyze I'm not gonna I think that would be over analyzing it Peter is breaking it down frame by frame for that but I think as a piece of theater it works apple apple deserves apple is back on the track I just wish they would do another iPad commercial that is as good as this one because all the good ones lately have been iPhone commercials Absol absolutely yeah no it so kudos to Apple and uh contrast that against the absolutely bizarre Nokia uh ad for their new tablet my God Tim Burton in a in a in a barber shop yeah yeah I'll put that in the show notes ah boy all right so we have some holidaying to do I will not keep you any longer Ali KMOV people want to see more of your work if they want to find you on Twitter and the socials where do they go um I am of course on imore every day um I am at IM Muggle on all of the things social uh Twitter Instagram all of the things Richard uh Divine where can they find you uh on imore every day of course and uh on the socials at Rick 666 Peter uh let's see on imore of course and um on uh Twitter at flar f l a r g and in the bushes outside your house yes you he's making a Christmas video though so it's not creep you need use the bush excuse anymore if you have an eyesight camera exploit you can use mine mine mine's going to be mine's going to be entitled not misunderstood at all uh you can find me at Renee Richie you can find all of our shows at mobil.com we had Matt Dr former Apple evangelist talking about how Apple does marketing on Vector last week Benedict Evans about the lower-cost smartphone market this week uh we had Vicky merley former Safari technology evangelist at Apple on um debug last week and on iterate coming up tonight we have flinto and then next week we have Justin Williams so make sure you keep track of all of that mobile nations.com guys have a great evening and everyone listening to this podcast have happy holidays please spend it recording with your iPhone or not recording with your iPhone as you see fit\n"