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Apple on Top of Its Game: the Macworld SF 2003 Report

by Daniel H. Steinberg
01/10/2003

All of the predictions were for a boring MacWorld keynote. For kicks, take a look back at the rumor sites to see what they were guessing would be announced.

Maybe that's not fair, but for the most part, they weren't even close. And yet the week before the San Francisco MacWorld Expo, Apple quietly released free updates to the iCal and iSync applications.

As it turned out, Apple CEO Steve Jobs wouldn't have had time to demo these updates at the keynote because he had a full program. During his two hours he introduced the following.

Predictions -- all wrong

Our scene opens up on the end of talk show that looks much like the classic McGlaughlin Group or at least the old SNL parody of it. Instead of the usual collection of political pundits, the panelists are the Mac rumors sites. In place of John McGlaughlin, the moderator is Steve Jobs.

"Predictions," the moderator barks.

"Well," says the first panelist, "I don't see any improvements to the hardware. Maybe there'll be speed bumps in the desktop lines -- but there definitely won't be any changes to the notebook line."

"Wrong, who's next?"

"The iApps will get some minor improvements," starts the second panelist, "but the big news there is that Apple will start charging for them."

"Wrong," says Jobs, obviously enjoying himself. "Next."

"Look for a new digital lifestyle device -- "

"Wrong," Jobs begins to lose his patience.

"Apple's been working on their own browser based on the Gecko engine," asserts the final panelist. Not willing to let good enough alone, he adds, "you can also expect to see an Intel port of the Mac OS."

"Wrong, says Jobs. "You're missing the big picture. The key to the Mac for the last few years has been integration. We make the hardware and the software and provide a network. With each new hardware announcement think of the software it enables. With each new technology added to the OS think of the toys you get for free."

Hardware upgrades

Apple just gets it. The personal computer isn't going away but the wired desktop machine might be. Apple looks at their 15" TiBook and the consumer iBook and considers what needs improving if their laptop sales are to account for more than a third of computers sold. For those using their laptop as their desktop machine, a bigger screen is important as is faster and more reliable connectivity. For those that travel a great deal with their laptops, it is important to keep the form factor small but pack in more power and again more connectivity.

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Apple has introduced two new PowerBooks -- one for each of those needs. The iBook only has a G3. It would be nice to have a small notebook with a G4 in it. But Apple needs to keep the price of the iBook line low to appeal to consumers considering other platforms. Their answer was to introduce the 12" PowerBook running an 876 MHz G4 processor. On the other hand, people who use their notebook as their desktop computer might want more screen and more connectivity options. Apple also introduced a 17" PowerBook running a 1GHz processor. Apple's positioning statement for the two machines is "less is more, more is more."

The 17" is not just a 15" with a bigger screen. The ports have been moved to the sides for easier access. The AirPort antennas have been moved to the top of the sides of the screen for iBook like range. If you find yourself at a demo with an Apple employee, they will dim the lights so that you can see the backlit keyboard light up.

The machine comes with Bluetooth builtin. You'll also get two FireWire ports. One for the original FireWire 400 and one for the newly announced FireWire 800. With an adapter the FireWire 800 port can be turned into a second FireWire 400 port. Apple recently announced a preview release of IP over FireWire. Dare to dream for a minute. Rendezvous allows services and devices to discover each other of IP. Combine this with IP over FireWire and faster FireWire and you can get to work on making your own predictions for the next keynote.

Jobs also announced improvements to AirPort. AirPort Extreme is Apple's name for 802.11g. The older version of Airport was 802.11b and transmits at 11Mbps. Both 802.11a and 802.11g can transmit at 54Mbps. The advantage of 802.11g is that it is completely compatible with 802.11b. If you have 802.11g you can communicate with another 802.11g device at the higher speeds. If either of you has 802.11b then you can communicate at the lower speed. The problem with 802.11a is that is can not communicate with 802.11b and so you wouldn't be able to use a machine equipped with 802.11a on many of the publicly available 802.11b networks. The new Airport Extreme base stations allow you to plug in a USB printer and share it among other users.

You can make this stuff -- iApp upgrades

You could feel the tension as Jobs began to outline the improvements for the iApps. The rumors had been unequivocal. Although some reporters had hedged, others had come right out and said that Apple would start charging for the previously free iApps. On news bulletin boards Apple defenders who assumed this news to be true argued that iMovie didn't use to be free so it made sense for Apple to charge for it and iDVD had never been free. As Jobs went through one feature after another, the audience kept waiting for him to announce how much these improvements were going to cost. His delivery was masterful. He learned a great deal since the summer announcement of the $99 fee for .mac. Even given the dampened response to the announcement in July, Jobs said that .mac has 250,000 paid subscribers.

"We live," began Jobs, "in an inflection point where so much of our lives are going digital." He reminded the audience that it had been two years since Apple had announced their digital hub strategy and in the meantime Apple had released iPhoto, iTunes, iMovie, and iDVD. The next phase, he explained, was to take these applications that were written individually and rewrite them so that they are fully integrated. The vision is to allow users to use music from iTunes in movies, slide shows, and DVDs. Users should be able to use their photos from iPhoto in movies or DVDs. The goal is to take advantage of the synergies.

It turns out that Apple has been moving toward this end for a while. iTunes 3 is set up to interact with the other iApps but the specific features weren't available and weren't announced. The newly available iPhoto 2 is integrated with the iTunes music library. If you want to add music to a slide show, you select from the library from within iPhoto. You can search for tunes and each photo album can store its own music preference.

iPhoto needed more than just integration with iTunes. The new version also includes a feature called one-click enhance. By clicking on this button many factors are taken into account to improve your picture. You can use this as a good first step to clean up most of your pictures. They have also introduced a retouch brush that can be used to blend out reasonably sized unwanted components in the picture. The brush uses a fairly intelligent averaging algorithm to allow you to rub out blemishes easily. No mention was made of performance enhancements. A frequent complaint of users is that iPhoto begins to perform slowly when it has to manage too many pictures. On the other hand, the new version makes it easier for you to archive your pictures to CD and DVD. You'll also notice that the interface has been streamlined. The items that were previously under the share button are now under organize.

The iMovie UI has also been enhanced in iMovie3 . It no longer takes over the whole screen. You can access iTunes from within iMovie as well as add sound effects from a library licensed from Skywalker Sound Effects. The volume can be edited more precisely for the various components of a movie. This would allow you, for example, to lower the soundtrack when there is dialog or to set your own envelope for a sound effect. iMovie also allows you to see all of the photos from your iPhoto library. You can import a photo and set a start and finish point for a pan across a photo. This is what Apple is referring to as the "Ken Burns" effect after the filmmaker who effectively moves across stills to create a feeling of motion in his movies. You can also add chapter markers to your movie. This is beneficial if you want to create an iDVD project from within iMovie. The iDVD app will launch and allow you to view the movie or choose the scenes that you just set with the chapter effect.

The final new integrated iApp is iDVD3. You can start with your iMovies or iPhotos. You can move the video inside of one of Apple's twenty four new themes. Adding music to the movie preview makes all the difference. Jobs played with one theme after another. Dragging in different iMovies and different songs. The effects were very impressive for a consumer application. Jobs repeated his message from previous expos after showing off one presentation after another, "you can make this stuff."

But for how much, you ask. First, the iApps have been branded as a single integrated suite called iLife to stress that it all works together. They will come bundled with all new Macs sold after January 25th. The first three, iTunes, iPhoto2, and iMovie3 are all available as free downloads. But, Jobs pointed out, iDVD has never been free. It's just too big to download and contains too much. So iDVD will be sold on a CD with the other three iApps for $49. In contrast to the stunned silence after the summer .mac announcement, the audience responded immediately with applause.

Open Source is great -- the Safari web browser

There have been long standing rumors that Apple was working on their own web browser. The assumptions, because of some of the people involved, was that it would be based on the Gecko engine that Mozilla, Chimera, and Netscape use. Instead Apple turned to the Linux community and based their Safari browser on KHTML. Jobs explained that Apple had chosen to do its own browser because of speed. He particularly pointed out that the load speed of Safari is three times faster than Microsoft's Internet Explorer according to the i-Bench Tests version 4.0. Similarly the JavaScript test showed Safari with a two to one advantage over IE. The final demonstration was how fast the browser launches.

Like all of Apple's new software, Safari requires Jaguar. If you have Jaguar, install Safari and take it for a test drive. For the most part, it behaves very nicely (there's a problem with signed applets). Because this is a beta release of Safari, Apple has made it easy for you to point to sites that it doesn't handle correctly (such as the MathML test suite). If you encounter a page that isn't being rendered right you press the bug reporter in the upper right corner.

The look is very clean. The bookmarks look like the iTunes interface. Adding pages to the menu bar is easy. The load status of the page is displayed with a progress bar behind the address in the address bar and not at the bottom of the page. Google has been integrated into the toolbar as it is in Opera. The snap back feature, however, is different. When you enter a site and start navigating here and there, you can press an orange arrow to snap back to the first page you viewed on that site. This feature is also available in the Google search. You can perform a Google search and start navigating to the results of the search. Any time you reach a dead end, press the snap back and you return to the Google search page. The key feature that Chimera users will miss is the tabbed windows so that you can easily tab around among web sites without cluttering your screen with multiple browser windows.

Jobs paused to talk about Safari's roots as an open source rendering engine. With a clear reference to Microsoft and their stand against open source, Jobs said, "Some people have a problem with open source. We think it's great." He announced that Apple would publish the improvements to the KHTML codebase on the web later that day. You can this code from the Darwin page or on the WebCore page.

A presentation tool built for Steve

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Keynote is Apple's $99 answer to Microsoft's PowerPoint. Jobs has been using early versions of Keynote at the MacWorld keynotes for over a year. Jobs explained that, "Keynote was built for me." It shows. It is a simple to use presentation application that lacks some of the features that Jobs never uses. I actually took it for a test drive and converted my MacWorld presentation from PowerPoint to Keynote. Keynote was able to import the PowerPoint presentation and convert it to its own format (although it had difficulty with one other PowerPoint presentation).

As Jobs demoed, Keynote has a slide navigator much like the thumbnail side panel in the Preview application. There are alignment guides that help you put text or images where you want them. Keynote feels smooth and not choppy like other applications. The Graphics support opacity, resizing, and rotation. You can bring up the inspector to adjust different properties in slides or specific objects on the slides. It is easy to create a table and from that create a chart. There are image libraries that chip with the product. Jobs created a chart and placed an image in the background of the chart. It is easy to create attractive slides. As with iDVD, Apple includes a variety of Themes for you to choose from. There aren't as many as you can find for PowerPoint, but you can also create your own.

With Jaguar the entire video chain is piped through Open GL. This means that slide transitions can take advantage of OpenGL 3D transitions. In addition to the two dimensional effects like cross dissolves, wipes, pivots, and twirls, the three dimensional transitions included moving around a cube and a mosaic of flips. These were attractive but could easily be overused.

Keynote is easy to learn and use. I miss the slide sorter view of PowerPoint so that I can see more of the show and move things around more easily. With the slide navigator in Keynote you can create a hierarchy and collapse entire sections so it is easier to navigate and share portions of a show. The feature I missed the most was the ability to link to an application or AppleScript. When I give a demo of, for example, the Terminal application, I speed it along by clicking on the word Demo that is hyperlinked to the Terminal application and brings it up. This isn't the way Jobs does a demo. He turns off the slides and moves to the demo machine where he does his demo. The app was built for him.

Keynote imports from and exports to PowerPoint. The size of the files can be much bigger in Keynote. I began with a PowerPoint file that was 384K. After I input it into Keynote and chose a theme, the resulting file was 3M. I then saved it back as a PowerPoint file and it was 1M. You can navigate into what Keynote builds and find the XML file containing the actual text of the presentation. Jobs said that he expects the open file format will lead to other presentation creating applications being created.

Jobs and Microsoft

When Apple began the switcher campaign Microsoft got angry and responded vocally. They made noise before the July MacWorld Expo that users weren't adopting Mac OS X very fast and that sales for the Mac version of Office were disappointing. Jobs predicted that Mac OS X would hit five million users by the end of the year and he claims that that goal has been met. The goal for next year is to almost double this number to somewhere between nine and ten million users. At the summer MacWorld keynote Jobs pointed out that, despite Microsoft's claims, this is the fastest OS adoption in history. He was quick to point out how many Microsoft users still use previous versions of Windows such as 95 and 98.

Jobs began this year's keynote by showing some of the people from the Switcher campaign and announcing that 68% of the 7.8 million unique visitors to the switcher site are running Windows. The statistics from the Apple Stores show that 50% of the computers sold in the stores are for Windows Switchers. The stores are situated so that eighty-five million people live within fifteen miles of an Apple store with more slated to open in 2003.

Jobs paused to make his semi-annual point about the Apple Stores; in December, there were 1.4 million visitors. "That's equivalent," he said, "to twenty MacWorlds last month alone." Despite this repeated comparison between attendance at the MacWorld Expo and his store traffic, Jobs must be aware that he doesn't get this level of press coverage for announcements he might make at these stores in an average month. The semi-annual MacWorld keynote address continues to be a great platform to get the Apple message to the press and hence the public.

One of the messages at this MacWorld targets Microsoft. After discussing the success of the Switcher campaign, Jobs complemented Microsoft on extending its Office Party promotion where Office costs $199 if you buy it when you buy a new Mac. From then on, the Microsoft references were all negative. He argued that Safari is a browser that performs better than Microsoft's IE. He introduced Keynote as a presentation application and showed how the interface and file format was better than PowerPoint. The demonstration ended with the feeling that this wouldn't be the last Office application to be introduced by Apple.

A quick trip to the show floor was enough to remove any doubt as to Apple's attitude toward Microsoft. The Apple employees staffing the Apple booth wore a t-shirt that defined the noun Switcher as "an individual who has suddenly awakened from a deep, dark PC coma."

Daniel H. Steinberg is the editor for the new series of Mac Developer titles for the Pragmatic Programmers. He writes feature articles for Apple's ADC web site and is a regular contributor to Mac Devcenter. He has presented at Apple's Worldwide Developer Conference, MacWorld, MacHack and other Mac developer conferences.


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