Tim Cook at D10: “We’re going to double down on secrecy on products.”

Today, Tim Cook was interviewed by Walt Mossberg and Kara Swisher at D10 in Rancho Palos Verdes, California. MacRumors has a full transcript of the interview available. During the interview, he hinted at Facebook integration in iOS and Siri improvements. Cook also gave his insights into Apple and many other various topics.

When Cook was asked about how he has changed Apple, he revealed that he plans on doubling down on secrecy on products.

We’re going to double down on secrecy on products. I’m serious.

He also went on to say that Apple is going to be the most transparent company on other topics such as social change and supplier responsibility. This is probably due to the recent criticism Apple has received.

Apple has been known to be very secretive around its product lines. In fact, Apple co-founder Steve Jobs even identified secrecy as one of the specific belief at the company that has been responsible for its success.

Tim Cook at D10: Hints at Facebook Integration, and Siri Improvements

Last month, we reported that Tim Cook was to kickoff the D10 conference. That occurred today in which Walt Mossberg and Kara Swisher interviewed Apple CEO Tim Cook about a range of topics. MacRumors has a transcript of the entire interview. During the interview, Cook hinted at two upcoming feature for Apple’s customers.

The first one suggested that Facebook integration into iOS maybe on its way. In the past, it has been rumored that negotiations between Apple and Facebook have been tough. As a result, Facebook integration in iOS has been absent while Twitter has been integrated.

When Cook was asked about Apple’s relationship with Facebook,  he suggested that there will be news in the near future:

For us, we want to provide customers simple and elegant ways to do the things they want to do. Facebook has hundreds of millions of customers. So, anyone that has an iPhone or iPad, we want them to have the best experience with Facebook on those platforms. So stay tuned.

Cook was also asked regarding Siri and reported that customers love the voice assistant feature on the iPhone 4S, and that its one of the most popular features on the device. He went on to say that they have a lot more coming:

But, there’s more that it can do. We have a lot of people working on this. You’ll be really pleased with the things you’ll see over the coming months. The breadth that you’re talking about — we’ve got some cool ideas about what Siri can do. We have a lot going on on this.


Apple’s WWDC 2012 Schedule Revealed, WWDC 2012 Announced, and Official iOS App Now Available

In April, we reported that WWDC 2012 had been announced and sold out in less than two hours. Today, Apple has made many announcements on its Worldwide Developers Conference page, most notably revealing the conference schedule confirming that an opening keynote will be held on Monday, June 11 at 10:00 AM Pacific Time. The Loop also reports that Apple has also issued media invitations for the keynote.

Other details regarding the keynote have not been revealed, but it is likely that Apple CEO Tim Cook will kick off a team presentation to show off OS X Mountain Lion and iOS 6 and potentially introduce major updates to the company’s Mac products.

Apple has once again also released a free WWDC iOS app to help attendees stay organized during the conference. The app is universal and is compatible with iPad, iPhone, and iPod touch. WWDC 2012 includes the conference schedule with the ability to “favorite” sessions of greatest interest, news updates, maps of the Moscone Center, and photos from the event. It is available for download via the App Store for free.

It feels like WWDC 2012 was announced just yesterday.

Apple Reveals Two New iPhone TV Ads Featuring John Malkovich

Last month, Apple revealed iPhone TV ads featuring Samuel L. Jackson and Zooey Deschanel. Today, the company has begun running  a pair of new television ads for the iPhone 4S and Siri featuring actor John Malkovich.

Turns out, the past two celebrity ads scored very well with viewers, registering higher scores from advertising tracking firm Ace Metrix than any other iPhone 4S ad released so far this year.

Malkovich is best know for his acting style and his iPhone 4S ad reflects his somewhat peculiar persona. The first ad is called “Life”:

Malkovich: Life.

Siri: Try and be nice to people. Avoid eating fat. Read a good book every now and then. Get some walking in. And try to live together in peace and harmony with people of all creeds and nations.

Malkovich: That’s pretty spectacular advice, actually. Thank you. I enjoyed this chat immensely. You are very eloquent.

Siri: That’s nice of you to say.


The second ad is called “Joke”:


“I Kant answer that. Ha ha!”

“It’s nothing Nietzsche couldn’t teach ya.”

Life: the condition that distinguishes animals and plants from inorganic matter, including the capacity for growth, reproduction, functional activity, and continual change preceding death.”

“I don’t know. But I think there’s an app for that.”

“I can’t answer that now, but give me some time to write a very long play in which nothing happens.”

“I find it odd that you would ask this of an inanimate object.”

“That’s easy… it’s a philosophical question concerning the purpose and significance of life or existence in general.”

“Life: a principle or force that is considered to underlie the distinctive quality of animate beings. I guess that includes me.”

“A movie.”

“I give up.”


It is not every day that Apple disappoints me, but I found these ads to be disappointing! The bottom line is that these ads are monotonous, depressing, and terrible. Remember when Apple’s iPhone 4S/Siri ads used to be fun to watch, struck a cord, and magical? You know, ads like “iCloud Harmony” and “Roadtrip“? And my favorite, “Santa“. That ad was genius and magical.

I hope, at some point Apple gets rid of the celebrities and brings normal people back.


OS X Mountain Lion Adding Offline Safari Reading List Mode and Dictation to Mac

Earlier this week, it was reported that OS X Mountain Lion will introduce automatic app downloads to Macs. This feature was added in the latest developer preview of the operating system. The search for new features continue, and now it is reported that offline reading list mode and iOS-like dictation will be added.

Gear Live briefly gives a description of the offline reading list option, which is an addition to the Safari bookmarking featured that was introduced in OS X Lion. Reading List also syncs saved articles across all devices. The reports note that a warning screen in Safari on OS X Mountain Lion notifies that articles saved to Reading List are available for viewing even when the user’s Mac is not connected to the Internet.

While troubleshooting a home network issue today, I stumbled upon a new feature that Apple is introducing in OS X Mountain Lion. […]

When you aren’t connected to a network and pull up Safari, you get a message that tells you that you aren’t connected to the Internet, but that your “Reading List articles are available for viewing while you are offline.”

Safari Reading List Offline

In addition, 9to5Mac reports that a keyboard shortcut has been listed in the latest developer preview of OS X Mountain Lion, which suggests that built-in dictation capabilities will be added to the Mac.

Patent Talks Between Apple and Samsung Chief Executives Lead to Little Progress

Last month, we reported that Apple and Samsung CEOs were to meet for settlement talks over patent issues at a courthouse in San Francisco, CA. That meeting happened earlier this week. The talks seem to have been unproductive, with the U.S. case underway in California all but certain to proceed to trial.

While Apple has kept quiet about the talks, The Korea Times reports on comments from Samsung officials indicating that no agreement was forthcoming.

The two technology giants could find no clear agreement through the talks, according to a Samsung official. Apple Korea declined to comment on the matter.

The patent battle is now headed for trial on June 27, despite both firm’s stated wish to avoid legal proceedings.

According to foreign media outlets, both technology giants held firm on their assertions: Samsung continued to demand Apple pay royalties for using its wireless transmission technology and Apple insisted that Samsung copied its design in various products.

The report also says that Samsung’s contingent will be returning back to Korea on Friday with Samsung chairman Lee Kun-hee also returning from a three-week business trip to Europe. Serious question…anyone actually surprised that the meeting between Apple’s CEO and Samsung’s CEO didn’t go well?

Apple Once Again Ranked as World’s Most Valuable Brand

There’s no doubt that the Apple brand has come a long way. It is now a globally recognized brand just like Microsoft, Coca Cola, etc. Today, Millward Brown’s latest BrandZ study takes a good look at trends in marketing and branding.

Brandz 2012 ranking

The report reveals 2012 brand rankings, and Apple has taken the number one spot for the second year in row. Apple has scored a brand value of nearly $183 billion as compared to last year’s $153 billion figure that saw Apple move into the top position for the first time ever. The brand saw a 19% growth, which was the strongest among the top ten brands.

David Roth for WPP said “Brands help businesses create competitive differentiation, command a price premium and become more resilient to crises or economic turbulence. This year, those businesses that leveraged technology, focused on the customer experience or boosted control of their brands thrived.”

Apple continues to innovate and maintain its ‘luxury’ brand status, but faces future competition from Samsung. Now worth more than $14.1 billion, thanks in part to the success of its Galaxy handsets, Samsung is successfully outpacing Apple in a significant number of markets by positioning as a cool, well-priced alternative to the ubiquitous iPhone.”

IBM passed Google to take the second spot in the rankings with a brand value of  nearly $116 billion. Facebook saw the largest percentage gain among the top brand. Its brand value jumped 74% to $33 billion, a leap of sixteen places to number 19.

iPhone 5 Likely To Have a Bigger Display Screen

The upcoming generation of the iPhone is likely to have a larger display screen than the iPhone 4 or its predecessors. The screens of Apple’s new smartphone will hold a 4 inch display screen in order to compete better in the market and add extra value from a consumer point of view. The production of the new screens is likely to get underway next month (June).

As far as the launch of the iPhone 5 is concerned, it is likely to be unleashed towards the end of the year. Speculation persists that it will take place around October, keeping in mind the previous presentation launches of the iPhone. However, Apple remains secretive as usual. It remains happy to withhold information regarding the product specifications. As always, this has helped Apple to create a buzz in the industry it operates in. In turn, this move by Apple creates a lot of “followers” of its keynotes worldwide.

iPhone 5 Display Screen Rumors Persist

The Wall Street Journal reports that Apple ordered its Asian screen manufacturers to fabricate larger screens than the usual 3.5 inch display the present day iPhone holds. This would allow the new version of the iPhone to increase the display surface area by approximately 30%. Experts consider this to rival recent moves by its closest competitor, Samsung. The South Korean mobile manufacturer has recently launched the Samsung Galaxy S III which has a 4.8 inch display screen, considered to be one of the biggest displays in the smartphone arena. At the moment, Apple has been collaborating with LG, Sharp and Japan Display for the fabrication of screens.

Since the launch of the very first iPhone in 2007, Apple has always adhered to its policy of keeping a 3.5 inch display screen. Does this mean that Apple has been intimidated by Samsung’s S III or will it follow standard Apple protocol and release the iPhone 5 with a conventional 3.5 inch display screen? This question remains interesting.

Apple Sends out Brochure Regarding ‘Campus 2′ Plans to Cupertino Neighbors

Last week, Apple sent out a brochure updating neighbors of its incredible Apple Campus 2, reports MacRumors. The new campus consists of a massive campus on the site of an old HP campus in Cupertino that is set to host 13,000 workers.The brochure consists of details about the project, asks for feedback, and  asks whether neighbors will support the project either in person at public meetings or by writing letters of support. Now that’s how you create a brochure.

Apple Campus 2 Brochure

Apple also says that the project will benefit the neighborhood around the campus, from both functional and aesthetic perspectives. Apple also says that the project will upgrade streets and sidewalks in the area and add more than 2,000 trees which will replace acres of parking lots with green space. The company also emphasizes the environmental sides of its project. Apple commits to using 100% renewable energy including a massive solar installation to water reclamation and improved drainage.

It is also revealed that the campus will not be open to the public. No surprise there. Apple’s timeline calls for the City of Cupertino to review and approve the campus plans later this year. Construction is expected to begin following approval and the first move-ins plans for 2015.

OS X Mountain Lion Bringing Automatic App Downloads to Mac

9to5Mac notes that the latest build of OS X Mountain Lion released last week includes the option for bringing iOS-like automatic app downloads to Mac App Store purchases.

Like on the iPhone, iPad, and iPod touch, when you download an app it automatically installs it on all of your iOS devices if the option is turned on and the devices are logged into the same App Store account. A similar feature has been added in the latest developer preview of OS X Mountain Lion. In the latest build, if your Macs are logged into the same App Store account, the app will automatically install on all Macs. It seems that OS X Mountain Lion is all about unification rather than iOS-ification.

Mountain Lion Automatic download

Apple has been frequently releasing updates of OS X Mountain Lion to its Mac developer community, and the company is expected to offer many more details on the next-generation operating system at next month’s Worldwide Developers Conference in San Francisco. The OS is expected to see a public launch in “late summer” of this year.