The Emotion of Apple Advertisements

Apple has long been known for their superior television commercials over the years.

It’s not the smooth, rich voice and soft piano solos that make one want to watch an Apple ad. It’s the message Apple is communicating with the viewer that captures the attention and emotion. It’s what brings them in and makes them want to listen.

Apple doesn’t focus as much on the physical specifications of their products as they do the emotional side — the level of delight and usability.

Apple’s higher specifications are an advantage over competitors, and after that, are merely an aid to help create an emotional attachment to an Apple product or products.

This idea is best represented in the iPad 2 TV ad titled ‘We Believe’:

This is what we believe: technology alone is not enough. Faster, thinner, lighter. Those are all good things, but when technology gets out of the way, everything becomes more delightful — even magical. That’s when you leap forward. That’s when you end up with something like this.

In later ads, Apple continues to direct the focus on how certain things in life will never change, but the way we do them will. They’ll become more delightful and easier to use.

These commercials not only persuade one to buy an Apple product, but also make one realize just the impact Apple has and will continue to have on technology.

People have an emotional attachment to Apple products. You wonder why millions line up every year to buy the new iPhone — no matter how much it costs. Apple has created a culture, and the commercials are an extension of that.

The Future of Technology

Shawn hits this spot on. The reason Apple is succeeding, and will continue to succeed is because they build delightful products with the best value. I can’t wait for the day, or time period, when technology companies realize that specifications on paper mean little compared to the amount of delight a product provides a user. It’s all about the experience.

Take for example the Windows OS built by Microsoft. Instead of innovating in the ‘delight and user experience’ department, they choose to focus on making products — inadvertently or not — more complicated and harder to use. I believe the single reason the Windows OS continues to be used is because it’s what most have always used. We as humans do not like nor accept change. No Windows user would say they’ve chosen Windows over Mac OS X because they feel Windows offers them a more delightful and easier user experience.

Two Weeks With the iPad As My Main Machine

With school resuming very shortly, it made sense to purchase a MacBook Air in favor of the MacBook Pro I currently owned. It was lighter, thinner, faster, and not to mention more fun to use. More on that later, though.

Two weeks passed between the day I sold my MacBook Pro and the day that my MacBook Air arrived at my door. In the interim, I was left using my iPad as my main machine, since my MacBook Pro was the only full computer I owned.

Yes, my productivity greatly decreased, yet the experience as a whole wasn’t nearly as bad as I thought it’d be.

Many regard the iPad as being a device for content consumption ((I hate to use the word consumption in that context.)) and not for content creation. After using the iPad for four weeks, I beg to differ. I wrote articles, browsed the web, and edited photos and videos on my iPad. For an entire half month. Without any problems.

Using a touchscreen and touch keyboard does, however, make the former tasks take longer. It took me almost double the time to write an article on my iPad as it would on say, a MacBook Air. I did have the option to connect a wireless keyboard via Bluetooth, but I didn’t want to carry around an extra peripheral.

The point is that while the iPad may not be the preffered device for day-to-day tasks and activites, it can work as one. It has been done.

RSS is Sane

Jacqui Cheng probably didn’t realize what discussion she’d spark when she published her article on Ars about why she doesn’t like RSS. Marco Arment and Benjamin Brooks, amongst others, have chimed in on the conversation. I thought I’d add my ‘two cents’ this holiday weekend.

Marco Arment on using RSS:

RSS is a great tool that’s very easy to misuse. And if you’re subscribing to any feeds that post more than about 10 items per day, you’re probably misusing it. I don’t mean that you’re using it in a way it wasn’t intended — rather, you’re using it in a way that’s not good for you.

The way I use RSS is very similar to the way Marco uses it. When I first started using RSS, I made the mistake by subscribing to high-content websites like Gizmodo and Lifehacker ((I don’t read either websites anymore due to lack of journalism talent and quality)). I don’t have any interest in reading every article they post to these sites. Even if I was interested in reading every article posted, I would have no time to do so.

I’ve heard of many that still use RSS in this way. I believe, along with many others, that this isn’t what RSS was meant to be used for. RSS stands for Really Simple Syndication. The former method isn’t simple – by any means.

I made it a point a while ago to clean out my RSS feed subscriptions. No longer would I be subscribed to sites that post a-thousand-and-one times per day. Instead, like Marco, I would only subscribe to sites that updated infrequently and have exceptional content. Sites like shawnblanc.net, brooksreview.net, etc.

When I’m away from my feeds for a few days, I don’t have a mess to deal with when I get back. I just have awesome content waiting to be read by me. Instead of spending time sorting through hundreds of unread items, rather I can spend time reading and enjoying 50 great articles.

The time it takes one to re-evaluate their RSS subscriptions is well worth it. And shouldn’t be done just once. All good things require maintenance.

Need to Want Less

I don’t believe that less is more, rather I think less is less and more is more. And I want less. This website details common things we think we need, but in reality they’re only things we want.

My favorite would be the ‘dumb phone’ picture. As much as I love my iPhone, sometimes I wonder what life is like on the other side. In reality, all I need to do is text and call people in my close circles. However, I want the ability to check email and/or Twitter wherever I am, whenever I want to.

We live in a world of instant gratification where when we want something, we can get it — almost immediately. In some cases, this can be a very good thing. But in many cases, this spoils us. Do we really need the new iPhone 5 when it’s released? Nope. The iPhone 4 works just fine, but most of us will upgrade because we want it. Now.

Facebook's Analog Lab

The web went through a period of time where obnoxious colors and countless drop shadows were a ‘thing’. And today, I still see many websites that are overly-designed and complicated.

I enjoy Facebook’s design very much (excluding the sidebar with the countless game and app requests). I think what they’re doing with their Analog Lab is really neat.

Referencing classic ways of design can spark great inspiration. Many elements in print design can and should be brought to the web. It’s something I’ve been writing about for the longest time.

Take Instapaper or the Kindle app. What do people love about both? Their simplistic, clutter-free design. If all designers would keep this in mind, websites and apps would not only be beautiful, they’d also be more functional and usable.

Personally, I’ve started paying attention and studying print design. It’s a beautiful thing and has influenced the way I design in a really positive and beneficial way.

Maybe you might consider doing the same.

My iPhone Homescreen

This is the first time I’ve considered sharing my homescreen, because this is the first time I’ve ever changed the layout. For the longest time, I didn’t want to touch the default layout of the apps. It wasn’t that I particularly liked the default layout, it was that, since my first iOS device, that’s the way the apps have always been organized.

I didn’t plan on changing that anytime soon, either. Currently, my iPhone 4 is running on the beta version of iOS 5. And for whatever reason, when the third iteration of the beta was released for download, I couldn’t upgrade. I figured that it wasn’t a huge deal, and that I’d just wait until the final version of iOS 5 came out to upgrade.

A few days ago, iOS 5 beta 2 expired. I had no prior notice to this, and right when the clock hit midnight, my iPhone restarted, and upon restart greeted me with the ‘Welcome to iPhone’ screen. I wasn’t sure what caused this, and I proceeded with the setup.

When it came time to restore from backup, I chose to sync with iTunes. But the backup appeared to be corrupted. I had no working iCloud backup, either. I knew what this meant: a clean install. Ironically, I had just posted about clean installs earlier that day.

While what happened was very unfortunate, it gave me a chance to start ‘fresh’ and download only the apps I needed. It’s at that point when I decided to re-organize my homescreen, according to the apps I used the most.

What made me realize that I should re-arrange my homescreen was that, when my iPhone first booted after the clean install, none of the apps I regularly used were on the homescreen. Even without the clean install, they wouldn’t be on the homescreen. Previously, I would have to swipe at least one page to find the apps I wanted.

It was time to change that. After spending countless hours downloading and re-arranging apps, I present to you my homescreen, current as of August 8, 2011.

The Apps

As mentioned above, I placed my most-used apps on my homescreen. I then arranged them according to their purpose.

The First Row: The Basics

The first row was the only row I didn’t touch. Messages, Calendar, Photos, and Camera are among my most-used apps and it didn’t make sense to change something I’m already used to and pleased with.

The Second Row: Social Networking

My second most-used apps are the ones with a social component, otherwise known as ‘social networking’ apps. These days, I really only use four social networks – Instagram, Twitter, Path ((could be considered an anti-social networking app, depending on how you look at it)), and Google+.

The Third Row: Writing

Wordpress, Instapaper, Reeder, and Evernote. While out on the go, I regularly check my RSS feeds, and when I have time, catch up on my Instapaper. Wordpress and Evernote are there when I either have ideas for new articles or actually have time to write one while I’m out.

The Fourth Row: Utilities

Pretty self-explanatory. I check the weather daily, and Shine does the best job informing me of such. I use the Clock app for an alarm, and the Contacts app to look up email addresses and phone numbers. I keep my 3G off when I don’t need it, thus regularly needing to use the Settings app.

The Background

This seems to be an ongoing problem. I’ve never found the ‘perfect’ background. This time though, I think I’ve gotten darn close to it. There’s something I really love about a plain black background. At the same time, I also like a little bit of texture and color. Take a look at my background: best of both worlds.

And so…

That’s my current iPhone homescreen and the story of how it came to be.

Digital Interruptions

Ben Brooks:

Digital interruptions happen because we let them happen.

My phone rings because my phone is on and I have told people that it is OK to call me. My email lights up because I gave out the email address and have Sparrow open. Notifications and alerts happen because I don’t turn them off.

Ben is specifically addressing the camping trip he took last weekend. He decided to only bring his iPhone – no camera, no iPad, no laptop. Further, his iPhone was turned into Airplane mode the entire duration of the trip, and was only used to take pictures. ((which by the way are spectacular))

He did this to avoid ‘digital interruptions’. So often, I find myself working hard writing an article, and I’ll either receive an email, a reply on Twitter, or a text (or a combination of the three) that will trigger some form of a notification.

I’m immediately distracted by the notification. I’ll have the urge to stop whatever I’m doing and go address it, no matter how urgent it might be. I can’t stand having un-addressed ‘alerts’ on my computer. ((or any device for that matter))

Like Ben Brooks, I also went camping this past weekend. I brought along with me my iPhone and camera. Since there was no cellular service, I was dis-connected from the internet completely. It was an amazing feeling to not have constant alerts popping up and distracting me every other moment. That freedom from distractions allowed me to focus on the greater things in life, and in result, my brain was able to think freely. ((or at least more freely than it does normally))

All of this has made me realize that I have too many distractions in my life right now. And it’s all my fault. I’m making it a point, like Ben Brooks, to turn of any and all notifications that don’t need my immediate attention – such as emails and tweets.

At the same time though, I really like notifications. I want to read every email, tweet and text I get the second I get them. I like to be connected and ‘in the know’.

I guess it’s just a matter of finding equilibrium between the two.

The Close to Perfection Notebook

The first generation MacBook Air was a joke. Although it was thin and light, it only had one USB port and little computing power. At most, it was just a netbook with a premium price tag.

When the new Airs were announced last October, the price tag met up with the features. In addition, two screen size options were announced, and both were thinner and lighter than the former models. For the first time, the MacBook Air could be used as a primary computer.

We’re now at generation three of the MacBook Air line. The design of the Air itself didn’t change a bit. ((Unless you count the addition of a Thunderbolt port.)) What did change are the internals of the machine.

And now, more than ever, it makes sense to buy yourself a new MacBook Air if you’re in the market for a new computer.

As Jason Snell puts it:

At just a hair below three pounds, the 13-inch MacBook Air will probably hit the sweet spot for users accustomed to larger computer screens. But for my money, the 11-inch Air is the real winner here. At $999, it’s now holding down the low-price end of the Apple laptop market. It will almost certainly be the laptop of choice for students, and they’ll love its light weight and small size.

Then upgrade it to an i7 processor with 4GB of RAM and a 256GB hard drive, attach it to an external display and peripherals via its Thunderbolt port, and you’ve got a tiny system with an amazing amount of power. The 11-inch MacBook Air might not be the perfect computer, but it’s as close to perfect as Apple’s ever come.

I’ll be entering high school next week, and the MacBook Air would make a perfect companion – specifically the 11-inch. All my textbooks are online, and I’ll have a gap of time after school that will give me a chance to work on homework online.

Even if you’re not a student, most people could get by with a MacBook Air. It’s thin, light, fast, and not to mention beautiful.

And for those still complaining about the lack of a CD/DVD drive, get over it. The world has moved on to using better and more efficient things like electronic distribution.

As Kyle Baxter explains:

It’s still a big hang up for non-geeks, who are afraid of being without an optical drive. Their fear may be irrational, because they likely don’t use their optical drive for much now, but it is a real fear and is holding the MacBook Air back from greater sales among new Mac users.

The future of notebooks is now.

Natural Scrolling Makes Sense

I’ll admit it: while using the beta of OS X Lion, natural scrolling reamined switched off. I never gave it a chance. I don’t blame myself, either. Humans don’t welcome change, and when something that we’ve been doing for decades is changed, we’re relucant to accept it.

Once Lion was released publicly in the Mac App Store, I was encouraged by many to try out natural scrolling. I decided I would give it a week to convince me. And now that the week is near over, I’ll never go back.

If you take a moment to think about it, natural scrolling makes a lot of sense. Any computer screen is a metaphor for a desk by definition. The motion of moving a paper document to the back of your desk would be to swipe your fingers toward the rear of the desk. It makes sense to do the same using a computer.

While some may say that natural scrolling is intuitive only when actually ‘grabbing’ the content (like on an iPhone or iPad), I ask how scrolling up to go down, and down to go up on a desktop feels more intuitive.

I cannot respect someone’s choice to disable natural scrolling until they have spent at least a week, at minimum, trying it out. Even then, I’d still wonder why someone would revert back to the counter-intuitive ways of the past.

The way we’ve been scrolling for decades is wrong. And Team Jobs has finally done something about it.