Opinion pieces & commentary

Apple sent out an email blast this week marketing the Apple Watch as a Mother’s Day gift recommendation:

Help her do it all and look great, too. Whether she’s working or playing, Apple Watch is
the perfect Mother’s Day gift to help her stay connected and active throughout the day.

The email was fine as far as marketing messages go. It featured the message above plus a nice photograph of a woman wearing an Apple Watch Sport with a band color-matched to her jacket. “Celebrate her with a gift she’ll love” and “Finally, something that can keep up with her” cleverly nudged you into making Apple Watch the fashionable fitness tracker gift for the May 8th holiday.

But it also reminded me of a recent experience I had in an Apple Store and a realization about Apple Watch right now. Agree or disagree, I believe the window on buying the first-gen Apple Watch has closed, and in almost every situation potential customers should wait for Apple Watch 2.

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Yesterday, we showed you how to upgrade late model MacBooks with a 480GB or 1TB SSD. In some cases these upgrades might yield eight times the original capacity of the machine’s internal storage.

While it’s certainly nice to have the option of upgrading, such enhancements do come with downsides. First, there’s the price: it’s $600 to upgrade to a 1TB drive. Second, the upgrade breaks Boot Camp support.

But $600 is relatively cheap when you compare what it costs to score a MacBook with a 1TB SSD. MacBooks feature faster PCIe storage, but it’s still a high price to pay for something so vital — and so cheap by today’s standards.

Apple’s MacBook line has an issue with internal flash storage prices. It’s a problem that continues to worsen, especially as Apple has made it increasingly difficult for users to upgrade.
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I touched on my thoughts on a cellular Apple Watch 2 briefly when detailing WSJ’s report, but I want to expand a bit further and think out loud about the possibility. In short, I think an untethered Apple Watch with built-in cellular connectivity is inevitable, but in the short term there are other problems I suspect will be solved first. That’s not to say that Apple couldn’t introduce cellular and fix other issues, but having an embedded data connection is low on my list of requests this year.

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After reading Zac’s opinion piece on how the iPhone SE could actually tempt him not to upgrade to the iPhone 7, I realized that I hadn’t even begun to think what Apple could do to get me to want to upgrade to an iPhone 7. Overall I’ve been happy with the iPhone since its iPhone 5 iteration. It was the device I felt Apple really hit its stride with the hardware. I only upgraded to an iPhone 6 because I wanted a better camera and needed more storage space, but the larger form factor was a serious drawback for me. So what could possibly make me even want to upgrade from my current iPhone 6 to another phone later this year?

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From iPhone 4 and beyond, I’ve never skipped out on buying a flagship iPhone. The white AT&T iPhone 4 in May 2011 was my first model, then iPhone 4s in November a month after its launch. Starting with iPhone 5, I’ve bought every flagship iPhone on day one (even camping out in line overnight at least twice). I pre-ordered the off-cycle release iPhone SE last month and switched from the top-of-the-line iPhone 6s Plus. I fully reserve the right to change my mind between now and September, but my experience with the iPhone SE so far and the current crop of iPhone 7 rumors has me thinking I just might hop off the upgrade train for the first time. Here’s why:

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I talked earlier this week about how I’d rationalize Apple’s MacBook lineup, so now it’s time to look at the desktop lineup.

I argued on Tuesday that the MacBook range was more complicated than it needs to be, and could be simplified by having a ‘good’ and ‘better’ version of each model, with custom-builds available for those who want ‘best.’ I also suggested that Apple be a little more generous with its specs as part of that simplification process.

Things are a little less clear-cut with desktop Macs, but I still think some cleaning-up of the options would be beneficial …

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Apple has long been about simplicity and minimalism. Steve Jobs’ philosophy was effectively that usability trumps choice. Sure, you lose the ability to customize your iPhone or iPad in the way you can an Android device without jailbreaking it, but what you gain in return is a device that is both more reliable and a lot more secure.

Jobs applied that same philosophy to Apple’s product range. When he returned to Apple in 1997, one of the first things he did was to rationalize the company’s product lineup, paring it back to the essentials. In 2008, he proudly told Fortune that “Apple is a $30 billion company, yet we’ve got less than 30 major products.”

Apple has, for the most part, maintained that approach ever since, famously saying ‘no’ to a thousand product ideas for every time it says ‘yes.’ But I still think there’s a little more work to be done in terms of rationalizing the company’s MacBook lineup …

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I mused recently about the limited support for 3D Touch, not just from third-party developers but even by Apple itself. That’s not something I consider a huge deal: the novelty appeal of 3D Touch soon wore off for me, and I decided I could happily live without it when switching from the iPhone 6s to the iPhone SE. It was just something that struck me as odd.

But exactly the same issue exists with Touch ID, and that’s something I do think is a big deal.

Passwords are horrible. They were fine way back in the days when we only needed a handful of them, but these days you need a password to do everything from transferring photos from a camera to an iPad through to ordering a pizza. We probably each have hundreds of the darned things.

And passwords are especially horrible on iOS devices – where we have to switch an on-screen keyboard between letters, numbers and symbols multiple times to type a single password. That’s a problem that ought to have been almost completely solved by Touch ID – yet that’s not the case …

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I use this diary format to provide my take on iDevices for three reasons. First, because initial impressions can be misleading. Second, because tastes, of course, vary. And third, in recognition of the fact that you can’t really look at a single device in isolation – we also need to understand the role it plays in our own personal Apple ecosystem.

If I were looking to have just two devices – a laptop and a phone – then there would be only one sensible choice for me: the iPhone 6s Plus. As a pocket computer (which is of course what the iPhone is), the iPhone 6s Plus is an extremely capable device which offers an excellent compromise between a smaller iPhone and an iPad.

But, for me, that would be too great a compromise. I’d be giving up the ability to carry it in most trouser pockets (YTrousersMV) without gaining the usability benefits of an iPad-sized screen. It is, to me, a little too large for comfortable handling and a little too small for comfortable viewing and typing.

I am, though, in the fortunate position of not having to make that kind of compromise. I have an array of iDevices, so I’m able to assign each a much more specific role – something which has a significant impact on my perception of the relative pros & cons of the iPhone 6s versus the iPhone SE …

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I had two immediate impressions when first picking up the iPhone SE. First, ‘wow this feels small!’. Having gotten used to the iPhone 6 and 6s as the new normal, the SE really does feel like an iPhone mini when you first handle it.

But the second, which followed seconds later, was ‘… in a good way.’

I’m old enough to have used the very first mobile phones, which were ginormous. For many years, the primary goal of manufacturers as they introduced successive models was to make them smaller and smaller. Smaller was newer, sexier and more hi-tech.

Picking up the iPhone SE gave me that feeling all over again. It didn’t feel like a step down, it actually felt like a step up. It was like ‘wow, Apple has managed to fit (almost) all of that 6s tech into this much more pocketable phone.’ And yes, this thing fits sideways into jeans pockets, and gives no sense of being at risk of falling out of other trouser pockets while cycling.

My third impression – and I think this is something I could only say to a tech audience like you, because you’ll understand – was feeling like I was welcoming back an old friend. I remembered how much I love this design. It truly is a classic that looks every bit as great today as it did when it was first introduced …

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My experience with using every iPhone and iPad screen size to date has taught me two things: one size does not fit all, and you can usually get used to using any screen size if you use it long enough. The tricky part is that it’s not super easy to know immediately which screen size is right for you, and using any one screen size for an extended period of time tends to make it feel normal.

iPhone displays were at first large by most standards at 3.5-inches diagonally in 2007; BlackBerry “smartphones” had tiny displays and large keyboards. Android handsets gradually raised the scope of what qualified as a phone, pressuring Apple to go bigger with the 4-inch iPhone 5 in 2012. Then even bigger and much bigger in 2014 with the iPhone 6 and iPhone 6 Plus.

I spent just a few days with the 5.5-inch iPhone 6 Plus before I decided I needed to exchange it for the 4.7-inch iPhone 6, but after a year with that screen size I decided to size up with the iPhone 6s Plus last September. The experience has been mostly okay as I really think we can all get used to any screen size (even 3.5-inch!), but extended use this go around has made the drawbacks for me very clear. More on that below, but as promised I’m venturing over to the 4-inch iPhone SE at least until the new iPhones come out in September. These are my day one observations after making the jump:

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See italicised updates below, with statements from both the Department of Justice and Apple.

The battle between the FBI and Apple over accessing a work phone used by one of the San Bernardino terrorists started as headline news and ended in a rather anti-climactic fashion.

The high-profile congressional hearing was due to be followed by a big showdown in court. Instead, the FBI asked that the hearing be vacated, and later quietly announced that it had, with help, managed to gain access to the phone. Nothing to see here, move along.

But while this particular case may be settled, it’s extremely unlikely that this will be the end of the matter – for two reasons …

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Before Apple Music even launched on iOS I knew there would be a difficulty in finding a way to balance the iTunes Store, Apple Music, and a user’s current music library. What I never expected was how long it would take for Apple to begin addressing the issues that were introduced. The most exasperating part of Apple Music on iOS has to be searching for video content. Nearly every time I search for a specific video (music video or otherwise), I end up getting frustrated and just head to iTunes on my computer instead.

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Well, I did it. After absorbing the March event on Monday and unpacking it with Benjamin on the 9to5Mac Happy Hour podcast this week, I set my alarm for 1:58 am last night and pre-ordered the iPhone SE. Based on Mark’s reporting, I had an early feeling that the iPhone SE would be compelling (aside from color, the iPhone 5c never was to me) and overall Apple delivered.

The FaceTime selfie camera is a bit disappointing and the display contrast is weak, but the price points for 16GB and 64GB had a surprise and delight effect that I wasn’t expecting. So in one week I’ll make the giant leap back down from a 5.5-inch iPhone to a 4-inch one. Expect my thoughts on that experience in a couple of weeks. I’ll also share my iPhone SE review after some testing so send any questions or ideas over; I’m primarily interested in comparing it to the iPhone 5s and measuring the differences.

And now that I’ve had a few days to digest this year’s March Apple event, I have a few thoughts on everything it contained including Apple’s new Woven Nylon bands, the differences between the two iPad Pros, and a comment on tech spring cleaning …

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Walt Mossberg, “Friend of Apple” and Personal Technology Columnist at The Verge, is out today with his take on the iPhone SE announcement from Monday. His not terribly hot take?

Ouch. That’s not a great sign. Neither is the fact that Apple’s Chief Design Officer Jony Ive didn’t make the 2-building over commute to see the show.

We, however, thought the iPhone SE $399 price was a big deal. Its incredible power in small size was unprecedented and frankly lustworthy.

But Mossberg glossed over any meaningful discussion of the SE and instead ultimatum-ed a wishlist for the iPhone 7…
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I argued a couple of months ago that ‘peak iPhone’ was likely a temporary phenomenon, but that Apple might have to be willing to accept lower margins if it is to continue to grow its sales.

I think it will also need to learn to be a little more flexible when it comes to its profit margins, especially in growth markets. That ~40% markup has served it well for a great many years, but I don’t think it can necessarily expect to maintain it indefinitely.

Yesterday, the company indicated its willingness to do just that. For the first time, Apple’s entry-level phone is a brand-new device that offers close to flagship specs at a price level close to the previous-generation phone. That will hit Apple’s margins on the device for sure, but the company is looking to the long-term …

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One remark Schiller made during yesterday’s launch event raised a few eyebrows. In noting that the majority of 12.9-inch iPad Pro customers had actually switched from Windows PCs, he pointed to the huge potential switchers market still out there for Apple. There are, he said, over 600 million PCs more than five years old.

What he said next generated laughter in the room, but may not have gone down quite so well with those owners.

This is really sad. It really is.

Now, he may be right. A Windows PC more than five years old is going to be creaking somewhat by now. But it seems to me that there are three types of owners of old PCs, and the remark may well offend all of them …

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When the celebrity nudes story broke back in 2014, it was headline news in the mainstream media. The story was that ‘iCloud had been hacked.’ The truth, of course, was a little different. As we suspected at the time, and Apple later confirmed, the ‘hack’ wasn’t really any such thing. A combination of two techniques were used to gain access to the iCloud accounts.

First, phishing: sending emails designed to look like they were from Apple asking the celebrities to login to their accounts, and directing them to a fake website made to look like the real thing. Second, guessing the answers to security questions – something easier to do with celebrities given the amount of biographical information available in the public domain.

That’s not to say Apple was entirely blameless. iCloud did not, at the time, offer two-factor authentication. Given that an iCloud backup is a near-complete copy of all the data stored on an iPhone, that was something which should have been included from the start. But the bottom-line is that iCloud itself wasn’t really hacked in any meaningful sense of the word.

It was this week confirmed that phishing was the approach taken by the main offender in this case. In other words, nothing whatsoever to do with iCloud security. This news hasn’t resulted in a single headline in the mainstream media. The average non-tech person out there still believes ‘iCloud was hacked’ …

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Apple’s March 21st event is just five days away and we have a comprehensive rundown on what to expect including details on the new 4-inch iPhone SE. As I’ve previously written about and discussed on 9to5Mac’s Happy Hour podcast, rumors of a smaller iPhone with modern specs sound mighty compelling to me for multiple reasons.

But the iPhone SE isn’t a 4-inch iPhone 7 (or a 4-inch iPhone 6s for that matter) which does dilute the appeal a bit for me. Based on what we currently know, however, I’m likely going to switch from the iPhone 6s Plus to the iPhone SE — at least for a while — but I’m drawing my line in the sand now on what the new 4-inch iPhone would need to have for me to really consider it.

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While we’re still a ways off from the announcement and subsequent release of the iPhone 7, early rumors have suggested that the device will largely feature the same design as the iPhone 6 and iPhone 6s. This goes against Apple’s general habit of refreshing the design of its flagships every other year, so we’re curious: Would you upgrade to the iPhone 7 if the design was largely the same as the iPhone 6 and iPhone 6s?

The European Union warned us this week not to expect a speedy conclusion to the long-running investigation into the legality of Apple’s tax arrangements in Europe. The delay follows a decision back in December to expand the scope of the investigation.

But while the wheels of EU tax investigations may grind exceedingly slowly, I’d be willing to wager quite large sums of money on the final outcome. It looks to me increasingly clear that Apple’s tax arrangements with the Irish government are going to be declared illegal, and that Apple is going to be faced with a significant bill for unpaid tax …

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