Posts Tagged ‘Apple’

Did Arthur C. Clarke Predict the iPad in 1968?

Monday, March 19th, 2012

In 1964, legendary science fiction writer, inventor, and futurist Arthur C. Clarke predicted the future with astounding accuracy, presaging everything from telecommuting to the digital convergence. It turns out he predicted the future in even more granular detail in his 1968 novel-turned-Kubrick-classic 2001 A Space Odyssey, where in Chapter 9 he describes the “newspad” — a strikingly prescient vision for the iPad.

“When [Floyd] had tired of official reports, memoranda and minutes, he would plug his foolscap-sized Newspad into the ship’s information circuit and scan the latest reports from Earth. One by one, he would conjure up the world’s major electronic papers. He knew the codes of the more important ones by heart and had no need to consult the list on the back of his pad. Switching to the display’s short-term memory, he would hold the front page while he searched the headlines and noted the items that interested him.

Each had its own two-digit reference. When he punched that, a postage-sized rectangle would expand till it neatly filled the screen and he could read it with comfort. When he finished he could flash back to the complete page and select a new subject for detailed examination.

Floyd sometimes wondered if the Newspad, and the fantastic technology behind it, was the last word in man’s quest for perfect communications. Here he was, far out in space, speeding away from Earth at thousands of miles an hour, yet in a few milliseconds he could see the headlines of any newspaper he pleased. (That very word “newspaper,” of course, was an anachronistic hangover into the age of electronics.) The text was updated automatically on every hour; even if one read only the English versions, one could spend an entire lifetime doing nothing but absorbing the ever-changing flow of information from the news satellites.”

The iPad was released in 2010, two years after Clarke’s death.

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Emotionally Connected Brands

Monday, October 18th, 2010

AdAge today called Apple “Marketer of the Decade.” The list of reasons why our client earned this significant award is long, but one highlight is worth repeating: “Apple’s TV spots from the past decade are like a hit parade of the most memorable ads.”

And why are these ads so memorable? Because, “brands must resonate emotionally across media.” This quote comes from a timely Lee Clow interview that appears on the MAD blog. Lee is Global Creative Director Media Arts, TBWA\Worldwide and a key contributor to Apple’s marketing successes.

As he puts it, “Finding the disruptive idea for a brand, which usually comes out of its emotional centre, and which we call the ´brand belief`, is the first step to creating a powerful multimedia brand.”

Judging by AdAge’s Marketer of the Decade award, Apple, and TBWA, knows how to emotionally connect brands with customers.

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iPad Kindle App

Wednesday, June 9th, 2010

I was surprised to see this ad for an iPad Kindle App, because in my mind Kindle and iPad are bitter rivals. Like Coke and Pepsi, VHS and Beta, Michelle Obama and Obesity.

Kindle is the mother of all eBook readers—one of Oprah’s Favourite Things.

Then the iPad launched and it was going to be a Kindle killer.

Steve Jobs even referred to it when announcing the iPad iBookstore:

“Now Amazon’s done a great job of pioneering this functionality with the Kindle. And we’re going to stand on their shoulders and go a bit further.”

So to learn that you can Kindle on an iPad?

Amazon has employed an aggressive multiple platform strategy. It has ported Kindle software to iPhone/iPad and OS X, but also to Windows, BlackBerry, and most recently Android.

In the short term this is an effective defense against other e-Readers and the challenge from Apple. Longer term, according to the New York Times, Amazon is hard at work on something new.

So don’t close the book on Amazon yet, perpetual innovation is in their DNA, and has made them successful retail giant they are today. The only question is, can Amazon out-Apple Apple?

Sent from my iPhone

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Monday’s Interesting Thing – Brand Belief Should Drive Brand Behaviour

Monday, June 7th, 2010

At TBWA we look at brand belief and brand behaviour to help develop insights for our clients. Does the brand belief drive brand behaviour and ultimately, does that belief effectively convey why anyone should believe in a company and its products? It’s not about what the new product is, it’s about the belief in why the product exists and why it should matter.

The business advantage is clear. Just look at our client, Apple, which doesn’t focus on what its products do but instead focuses on the brand belief and behaviour. To paraphrase Simon Sinek who uses Apple, and Martin Luther King, as an example of inspirational leadership: Apple is exceptionally successful because as a brand it believes in challenging the status quo in everything it does and it believes in thinking differently. This brand belief drives brand behaviour that includes making beautifully designed products that are simple to use.

As you’ll see in this interesting TED Talks, it’s the “Why” that inspires.

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iPad+Velcro=♥

Friday, May 28th, 2010

Like everyone else on this planet I am fascinated with the iPad. What a strange size? What would one use this device for? Will it take off? Should I buy one now? Is it already too late? I had someone pass this video along and it really opened my eyes to some of the infinite possibilities of this crafty little device. Some of the uses shown here are hilarious. My particular favourite would be the ceiling TV. I’ll never be able to close my eyes again!


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“Up There” Veto’s Vinyl

Thursday, May 27th, 2010

It is often hard to find projects being delivered through its roots, especially in today’s cost-efficient and time-lined world. Malcolm Murray brings us this beautifully shot documentary on the dying industry of hand-painted outdoor murals. It’s easy to see the passion and dedication these artists put into their work that was once filled with hand-scripted text and gold leaf. The industry mentors take pride in teaching aspiring artists about the extensive learning that’s critical to the mural process.

“Up There” does a great job showing the obstacles these teams face on a daily basis. Mother Nature, through her sporadic and sometimes lengthy rain showers coupled with winds tossing suspended rigs twenty feet over top of traffic, can lead to a dangerous day’s work for these artists. Despite the hardships, we get a glimpse into the soul of a painter and understand the labour of love.

In the artist’s own words, “As soon as I get up on that scaffold, I’m up there. I’m at ease. Nobody bothers you. Your own mind. Your own state. You’re doing everything your own way.”

TBWA\TORONTO, in partnership with Apple, is working with similar creative talent on two murals that will highlight the iPad. These hand-painted masterpieces will be located at King and Spadina and at the fire station on Adelaide west of John St.


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Apple Charges Premium to Put Ads in Mobile Apps

Tuesday, May 11th, 2010

According to a WSJ report, Apple Inc. plans on charging close to “$1 million for ads on its mobile devices this year and possibly even more to be among the first, advertising executives say.” Apple is showcasing its new mobile-device advertising capability, called iAd, and has indicated it could charge as much as $10 million to be part of a handful of marketers at the launch.

Advertising executives say they are typically paying between $100,000 and $200,000 for similar mobile deals. Apple unveiled iAd, a software system to offer ads in the applications available in its App Store. It’s possible that ads will start appearing in applications on its iPhone and iPod Touch devices in June, and its iPad later this year.

One example Apple has been showing advertisers is an ad for Nike’s Air Jordan basketball shoe, says Baba Shetty, chief media officer at Boston-based ad agency Hill Holiday, owned by Interpublic Group. When a user is in an application, an animated banner ad appears on the border of the screen, along with an iAd logo. If the user taps on the ad, it expands across the screen, displaying a video, an interactive store locator and exclusive offers at local stores, among other features.

“It was very easy to think about the several minutes of interaction time consumers can spend with the ad. It’s incredibly attractive,” Mr. Shetty says.

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