June 11, 2013

The Latest Apple Buzz



Worldwide Developers Conference.


Why in the world would I care about a developer’s conference if I’m not a developer?


Well, did I mention that it’s Apple’s Worldwide Developers Conference? And that the keynote address was yesterday? And they unveiled yet another major operating system improvement (among other things)?


Okay, I’ve gotten ahead of myself: first, a little background on the WWDC. The Apple Worldwide Developers Conference (WWDC) gives developers an in-depth look at the latest in iOS and OS X. Developers can learn from and be inspired by more than 100 sessions led by Apple engineers, get help from Apple experts through an extensive set of hands-on labs, and connect with fellow developers from around the world, giving them the opportunity to create the best apps ever. The first WWDC is debatable – some say it was in 1983, others say it was later – but regardless of its origins, the WWDC has evolved into a buzz-worthy, tech-focused event.


And, you don’t have to be an Apple fanboy to appreciate it. A coworker and I tuned in to yesterday’s keynote while working on a project- we were most curious about the latest iOS, and what it would mean for our iPhones and iPads. Sure enough, and hour or so into the keynote, iOS 7 was unveiled.


Talk about building Apple’s brand.


At first, we were frustrated; after all, it took 76 minutes and 13 seconds to talk about an operating system used by so many more than Apple’s laptops and desktops. And, to be honest, we had our preconceptions. Both of us had done a little background research before watching. Rumors swirled around Apple’s iconography and color palette and we both were skeptical. No one likes change, and what we were reading was putting us off.


But, in true Apple fashion, we were wooed. The videos, the demos, the absolutely unbelievable attention to detail. By the end of the keynote, we were dying to know what devices would be able to upgrade, and most importantly, when.


There’s absolutely no doubt that the world misses Steve Jobs. There was something so poetic about him being on that stage- his passion, his excitement, his intellect, his charisma. And, there are some noticeable differences in Apple since his death – inconsistencies, a few branding missteps and a little less mojo.


But, most of us are still fascinated- curious about what’s to come and ready to be awed. Sure, we might notice the missteps and of course, we miss Steve, but also we know that Apple was and is his heart and soul, and the brand is strong because of the legacy of his passion.


In the end, Apple is a fantastic example of a brand that continues to evolve and grow, despite naysayers and challenges. The company captures our collective imagination and builds a technological world that pushes us forward.


So, just because I’m feeling nostalgic, the essence of Apple can still be best summed up in a famous narration from an old ad:


“Here’s to the crazy ones. The misfits. The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them, because they change things. They push the human race forward, and while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think that they can change the world, are the ones who do.”


[Listen to Steve narrate the ad here. Fun fact: the original narration was Richard Dreyfuss.]


Anyway, I’m giddy about updating my iPhone to iOS 7 in the fall, and even more so, I can’t wait to see what’s next. Feel like watching yesterday’s keynote? Check it out here.


“WWDC in detail.” Developer.Apple.com, http://goo.gl/MpJbe.


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