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Fact Check: Surface Pro Review

via Review: Microsoft Surface Pro | Creative Bloq

Rob Carney presents a mostly positive review of the new Surface Pro making special mention of the devices new kick stand, improved pen and extra battery life. Regardless of his positivity his article put me off from the beginning as he poses the question whether the new Surface can rival the iPad Pro for creatives. This one statement suggests a limited understand of the needs of serious creative professionals as the Surface Pro allows for the use of the full Adobe suite compared to iOS apps, this is a point Carney makes but he does not take it to the logical conclusion that creatives who use an iPad Pro would likely need a second device compared to Surface owners. In addition, the implication that the Surface Pro needs to rival the iPad Pro seems to suggest that the iPad is the leader in this convertible category rather than the imitation. Since it was Apple which copied Microsoft in developing a larger tablet with a fold out keyboard and pen input to revitalize its declining tablet sales. In fact, the two devices in some ways shouldn’t even be considered in the same category as the Surface is a true 2 in 1, laptop replacement compared to the iPad which is still a tablet courtesy of iOS.

macbook-pro-and-microsoft-surface-book-are-giving-each-other-a-tough-competition

Regardless of this I may have been able to overlook this ridiculous statement if it had not been later followed by another serious of simplified and flawed comparison. His assertion when you look at it on face value has merit hat for the price of a Surface $2699 USD + another $159 USD for the keyboard and $99 USD for the pen you could buy both the $1899 USD touch bar 13-inch Macbook pro and the 12-inch iPad Pro at $799 + another $99 pencil and $169 for the keyboard stand. However, once you look deeper it is quickly clear that you are getting more for the price with a Surface Pro as it firstly comes with a four core i7 processor with significant advantages in clock speed and cache memory before even considering hyper threading when compare to the MacBook’s duel core i5. In addition, the Surface comes with 16Gb of RAM, 1TB SSD hard drive and a screen with 267 pixels per inch compared to the Macbook’s 8GB of RAM, 512 GB SSD hard drive and a Retina display with a pixel density of 227 per inch but this isn’t even the whole story as Apple does allow uses to customise the top end 13-inch Mac to bring it in line with the Surface specs of course this option increase the cost to $2709 USD which means your no longer getting that iPad. Considering that the fact that the Surface still has the clear advantage over the Mac through form factor it represents better value for money even with the $250 for accessories. On the other side if we wanted to bring the Surface Specs down to match the Mac for an i5 processor with 8GB of RAM and sacrificing a little on the hard drive at 256 GB it only costs $1299, a good $600 less than the Mac. My point in giving all these numbers is to emphasis that price is relative and isn’t the clean comparison that Carney suggests simply you get what you pay for.

My final criticism of Carney’s review is he states that the Surface Pro  doesn’t have enough flexibility in its ports (there’s only one USB, a MicroSD slot and a Mini DisplayPort” in comparison to top of the range Macbook Pro which is a bit ridiculous considering the Macbook doesn’t have any flexibility. The newest Macbook Pro famously only comes with 3 Thunder bolt USB C ports which granted are the newest technology but it means that users need dongles for everything, even connecting you iPhone to your Laptop. In addition, it is unwise for people to play down the importance of a SD card slots since as it is the primary method of data storage for photographers and I believe it has been a gross oversite of Macs for some time to fail to include one. Still using my own Surface Pro 1 at home I have found the use of MicroSD’s has replaced my use of USB storage devices as I can easily transfer data from my desktop PC which has memory card slot to my Surface and then using an adapter which normally comes with the SD card insert it back into my Nikon D3200 but I guess I can always spend another $49 dollars on an adapter I only need if I brought a Mac which is more expensive than a USB hub for $30 that I could easily add to my surface if I needed more than one port. Granted the newest surface should have included a USB C connection since it is the future but it is hardly the deal breaker that Carney suggests it is since as at least for now nearly all accessories still require a normal USB port, even devices that have adapted USB C like my Galaxy 8 still use the old connection on the other end of the cord. This isn’t even considering an iPad which does not give consumers any form of USB connections to remain thin regardless of the fact that it has hampered its ability to become a Laptop replacement or an SD card slot since it would provide an option for people to expand the memory without paying more on the purchase price. Either Apple device Carney wants to compare the Surface to it is clearly a bad joke to suggest that they offer more port flexibility for the price.

Perhaps what is off putting is that from the opening it seems like another Apple fan is trying to seem un biased by writing a mostly positive review of a competitor’s product but ultimately it falls flat through his laughable attempts to dodge simple facts.

 

Apple’s March event: Nothing New Here

After Microsoft first showed off HoloLens in January last year buried amongst a three hour Windows 10 event, I remember reading the criticism of a rather biased Apple fan who suggested that the gang from Cupertino showed off more substance in a similar length event. I found his argument flawed than when he was speaking about a new MacBook and iPhone compared to something like HoloLens. I can’t help but remember it now as Apple again tries to pass off branding as innovation with their two latest product announcements in the iPad Pro 9.7″and the iPhone SE. Now before the devotees jump on my back and defend the quality of these products I am not arguing that both don’t represent improvements on existing lines and offer something to consumers rather offering a criticism of the portal of either as ‘new’ or ‘revolutionary’.

iPad Pro 9.7 inch

Apple’s latest iPad follows on closely from the release of its larger brother and that is exactly how the team at Cupertino has tried to sell the latest attempt to stop its sliding market share. The new 9.7-inch tablet has been represented as the iPad Pro in a smaller package due to the inclusion of similar specs led by the new processor and access to ‘Pro’ access. In reality the device is just the newest vision of the tablet which Apple released in 2010 and have continued to upgrade over the years with each generation bringing significant improvements in power and additionally features. The ‘Pro’ is no different from the iPad 2 or any other Apple periodic update as consumers expect the company to release the same product with new specs the only difference here is that Apple has taken the opportunity to rebrand the device to improve their ability to compete in the current market. Not only are they using trends set by their competitors but Apple are dipping in to their MacBook line of laptops to try and target more of an enterprise market like they did with the addition of the ‘Air’ moniker to the 5th generation of the tablet. The ‘Pro’ 9.7 inch therefore doesn’t represent anything remotely ‘new’ either in the features which are all in line with its larger sibling, the product line or even Apple’s approach to its consumers. This doesn’t mean that it is not still a significant improvement on the iPad Air 2 in terms of performance and an excellent

iPhone SE

Before the newest iPhone was official announced the rumour mill had it accurately described as the body of an iPhone 5 with the internal of a 6S. The only thing that is ‘new’ about the iPhone SE is the name which dumps the usual numbering scheme as Apple has previously released cheaper iPhones in the 5C and have started making different size handsets with the 6 and 6+. Personally, I’m actually really excited by the release of the iPhone SE as it bucks the current trend of phone makers producing larger handsets. A trend that is especially frustrating for anyone like myself who wants to keep their phone in a jeans pocket, I’m now only hoping some Android or Windows OEM’s follow suit. The only disappointing element of the iPhone SE is that it doesn’t include all of the latest features present in the 6S or offer anything ‘New’. If Apple is successful with the SE in influencing trends this unfortunate fact suggests that those of use that prefer smaller handsets will continue to be treated as second class citizens with the premium features reserved for 5.5 inch or larger devices.

Selective rhetoric and Stats

Besides the annoying and biased views of the devotees what frustrates me the most about an Apple event is their use of the same rhetoric or misrepresentation of stats which no one in the tech world seems willing to put under the microscope. Once again Apple took aim at Microsoft by mentioning the 600 million PC’s still using 5 year-old operating systems which in and of itself is a pointless stat and could be used equally well by Microsoft to suggest customer satisfaction and the longevity of its software. Regardless of this Apple repeating like to take such information out of context for example that most of those 600 PC’s are found in enterprise which resist updating their software because of the cost of retraining which is especially important considering the dramatic sifts in the last few visions of Windows. Additionally, the comparison with Apple’s own tactics regarding software updates is also left unexplored for instance their use of limited backwards compatibility of apps that force consumers to update to the newest versions of iOS and OSX. My own experience at work is evidence of this mentality when a student sent me a pages file after updating to iOS 8 required me to update my own Mac to Yosemite in order to open and correct the work. Apple are able to imply these tactics because people subscribe to the philosophy of the ‘world garden’ present in iOS and the don’t have a sizeable Mac presence in enterprise. Regardless it is a tactic which Microsoft cannot employ without losing customers so all new versions of Windows are purposefully made to be backwards compatibility eliminating this reason to upgrade. This has been recently highlighted in the debate over UWP with epic games’ Tim Sweeney critical of the platform as a threat to make Windows more like the closed sandbox of iOS. Thus the difference between Microsoft and Apple’s strategies and business model render the comparison utterly useless in judging the success of either company.

Alongside these pointless stats Apple has begun to sound a little like a broken record by continually suggesting that the iPad will replace the PC. A statement which is starting to seem increasingly contradictory to the facts as Windows tablet market share has increased by 11% largely at the expense of Apple’s iPad despite the release of the iPad Pro and the inclusion of multitasking in iOS 9. Maybe the iPad Pro 9.7-inch will finally make Apple’s statement true but the fact that it doesn’t offer anything ‘new’ suggests that it won’t stop the market share slide so maybe it will just end up being the same old story.  

I’m sure Apple fans will disregard everything I have said as ‘Apple Bashing’ but if you read and consider everything I hope you can see past my criticism. Both products are well thought out to fulfil needs with in the current consumer market place by offering high end performance in a smaller package which will suit a lot of people’s needs. As a result, both will likely see strong sales if not anything ground breaking with many existing or past customers looking to upgrade their ageing devices. My frustration, outside the Apple philosophy represented by the ‘walled garden’, as anyone who knows me will recognise remains the Apple marketing machine which I have always felt tries to insult our intelligence with branding and inspiring statements rather than substance. Perhaps this point is misplaced and should be directed at the fans who take up this rhetoric rather than engaging in rational argument whenever their favourite tech giant is criticised. Maybe I’m being an idealist but criticism is never anything to fear as it helps us grow so hopefully the more pressure we apply to Apple and other tech companies for that matter will end up leading to something inspiring that truly is ‘new’ and ‘innovating’.

Windows tablets rose 11%

http://www.appy-geek.com/Web/ArticleWeb.aspx?regionid=3&articleid=57674357&source=wordpress

I thought this was the perfect follow up to my last post about the tech worlds presentation of iPad Pro sales and market share. The main difference here is that the comparison isn’t based on hardware but software. This takes into account all of Apple’s hardware devices since they run iOS and recognises that Microsoft’s priority is Windows of which the Surface line is only one flagship device. It’s a comparison that is seen in the mobile market with iPhones (iOS) compared with all Andriod devices rather than just Samsung.

Personally I feel this is a more realistic measure of trends in the market place since it recognises both companies different strategies. Don’t just believe my opinion however read the article on slashgear and give it some serious thought. Especially since numbers can be used to say just about anything.

Jono

Debunking Tech Spin – Apple fans beware

If you are a tech nerd like myself or an Apple fan boy you have no doubt seen today the latest sale figures of the iPad Pro in comparison to Microsoft’s Surface Pro. While the fan boys are busy celebrating the English teacher in me thought it was about time to give a lesson about how to debunk the tech and for that matter the business worlds continual desire to distort figures and create false perception. Just in case you don’t know what I’m talking about here are a few links to 9to5 Mac, softpedia’s and business insiders take on the latest sales news.

ipad-pro-vs-surface-pro-4

When creating market perceptions the best course of action is always to use statistics from a reliable source which these examples like others have done clearly by quoting IDC’s estimate of “2 million” iPad Pro sales compared to “1.6 million” sales of the entire surface line. Taken at face value this is easy to understand and is a clear win for Apple but the art of spin is about not giving context. Business insider is slightly different in this regard as it states that the iPad Pro was not available until the 11th of November, however again this is selective information. In this instance the information necessary to make an informed judgement is left out, for example that the iPad Pro is available in 40 countries compared to approximately 25 on last count for the Surface line up. These reports also don’t mention the very different retail presence of both Microsoft and Apple which undoubtedly impacted the availability of the newest Surface Pro 4 in many countries. It’s common knowledge that Apple has a well-established retail strategy with 481 stores in 18 countries meanwhile Microsoft has 116 stores in four countries including only 10 outside the US. The result of this disparity is that Microsoft either has to rely on their online store or secondary retail stores like JB Hi-Fi in Australia. My personal observation at several such stores in Melbourne has revealed that most didn’t release the Pro 4 until December and the Surface Book until January. In Australia, much like I’m sure other countries, it is common to get new technology significantly behind the US that is except Apple products which are conveniently available on a global launch day. Given this context the statistics emphasised in these articles has a slightly less impressive and clear conclusion. It is possible to ask why with a larger distribution and stronger retail presence Apple has only out sold Microsoft by 400,000?

Another technique used by spin doctors is to establish credibility by seemingly providing some form of positive information against their established contention in this instance that most of the Microsoft sales were the more expensive Surface Pro models or that the guys at Redman have experienced ‘29% year-over-year growth’. Notice none of this information detracts from the idea that Apple has sold more at least not without further data and analysis but does help to present the writers of the articles in question as unbiased and reliable sources. Unsurprisingly they do not expand too much on the price of the more expensive Surface Pro tablets as it could easily explain the disparity between the sales figures and offer more comfort for windows fans. In Australia the Surface Pro 4 retails from between $1348 ($899 USD) to $3398 ($2199 USD) depending on the hard drive, memory and processor while the Surface Book starts at $2297 ($1499 USD) and increases to a whopping $4197 ($2699 USD) with a dedicated graphics card while the iPad Pro is more affordable in the $1248 ($799 USD) to $1698 ($1079 USD) bracket. This brings up two very interesting points to consider when thinking about the basic economics of supply and demand since demand will be greater in general for cheaper products yet companies will only be able to set high prices if there is sufficient market willing to pay otherwise they risk creating a surplus of stock, Microsoft found this out the hard way with the original surface running Windows RT. Overall this means that 1.6 million Surface sales has likely created more revenue (not necessarily profit as the overhead for both products isn’t actually known) than the iPad. It is also possible to conclude that consumers are willing to pay more for a Surface Pro rather than settle for a less powerful device in the Surface 3. Not only does this additional detail help explain the sales figures but it also raises a question about their actual importance especially since as all the article have had to admit the overall iPad shipments have fallen by 24.8% from last year.

Possibly the most obvious attempt at miss direction is the reliance of weighted comparisons that do not fairly represent similar products. Most people would not try to compare apples to oranges but in the tech world this seems to be common practice as to attack Microsoft’s significance digital trends compares the Surface line to more affordable tablets like the Amazon fire $115 ($50 USD) that can only do a small fraction of the tasks of a traditional laptop. Unfortunately, this is not a onetime phenomenon as 9to5 Mac also highlight a table showing tablet market share this is incredibly rich since they quote IDC’s comments about transitioning to “detachable tablets” and has little relevance on their actual contention about the iPad Pro as it uses existing iPads to inflate market share and utilised the plethora of chip Android tablets to push Microsoft off the list. Unsurprisingly these articles also fail to mention that most market research firms like Gartner don’t actually categorise the Surface Pro let alone Surface Book as a tablet instead it is often labelled a hybrid or ultramobile and counted in the PC numbers. In this context what would be relevant would be a comparison between high end ‘detachable tablets’ or hybrids although an argument could easily be made that the iPad Pro does not belong in this category since most reviews agree that it can’t replace a laptop due to the limitations of iOS.

I hope a few of you have found this a little bit of a learning experience and maybe it transported you back to an English class at school were some teacher was prattling on about persuasive techniques (some of mine are a bit obvious). These types of tech articles are just a perfect example of how we experience subtle manipulation on a daily basis and just proves one of my favourite sayings, knowledge is power. My point although it may not seem like it is not to persuade nor even inform but to encourage you all to think critically and make your own judgement as unfortunately sometimes it’s about choosing which ‘truth’ you want to believe.

Cheers,

Jono

 

Microsoft brings the Thunder part 2

It’s been nearly 3 years since Microsoft first released the Surface Pro to champion it’s new look OS Windows 8 and it was meet by ridicule, scepticism and projected failure, who can forget Apple’s fridge and toaster analogy. The tech media was a bit more reserved with most pleased at the overall performance but critical of the poor battery life, weight and extra cost for the type/touch cover. Then came the $900 million write down for the Surface RT and many were ready to forget about the potential of its more powerful younger brother. Not one to follow trends I was never really a fan of early tablets due to their inability to run any of the software I used on a daily basis so I jumped on board once Microsoft changed their strategy in Australian and released it through retail stores. Ever since then I have never regretted a second as for the last few years it has been my major computing device alongside my desktop, I even convinced my Dad, Girlfriend and some random at Harvey Norman to buy one. Sure the battery life still sucks but the pen input was a revelation for teaching whether taking notes or modelling annotation skills while it also allowed me to keep my excel student planner close at hand. This is all ancient history but it’s worth remembering the humble beginnings of the Surface Line as the idea has always remains the same, a tablet that could replace your laptop, we just needed technology to catch up before it became a reality with the Surface Pro 3. The new design increased the screen size but made the tablet lighter and more streamed line with improved battery life yet still a significant power boost. Finally, people started taking notice from students to enterprise Surface Pro become the ultimate hybrid device and turns into a neat $1b profit making machine. That’s enough for the industry to take notice and even Apple was quick to try and copy this new formula in the iPad Pro but without the silver bullet, a desktop experience. So this brings us to today and the 4th generation.

Surface Pro 4

As it was expected the latest version of Microsoft’s innovative hybrid was all about refinement. The slate boasts a slightly larger 12.3″ screen with an impressive 267 ppi and Microsoft’s new PixelSense technology to take advantage of o.4mm thick cover screen to bring improved contrast. For the most part the SP4 keeps the same dimensions as the SP3 to maintain backwards compatibility with existing accessorises. Even so the tablet is a little bit thinner and lighter while still maintaining all the necessary ports. The main improvement is under the hood with Intel’s 6th generation Skylake processors giving a significant power boost that really put the spring in Panos Panay’s step as he could brag about a 30% increase and a 50% advantage over the MacBook Air. It was hard to remove the smile from his face as he joked about the fridge and toaster analogy or alluded to competitors making tablets with larger screens.

To read an in depth comparison between the SP3 and 4 click here.

It wasn’t just the tablet itself that got an upgrade as the new Type Cover offers an improved typing experience with an island style layout and increased depth similar to what is found on most laptops. A new glass trackpad offers five touch points and should provide a smooth experience while an optional finger print scanner will give SP3 users with access to Windows Hello. Likewise, the Pen has been given the once over as well increasing to 1024 levels of pressure sensitivity to further push the boundaries between computer experience and writing on paper. In addition, the top of the pen acts as an eraser something normally, associated with a pencil, which adapts to applications while still providing a quick launch button for OneNote and Cortana. If that wasn’t enough Microsoft have also introduced a range of colours and interchangeable tips so uses can adapt their experience. Finally, Microsoft has gone back to the original design of the Surface Pen by providing a magnet dock on the side of the tablet, at least this time it doesn’t cover the charging port.

Overall the SP4 is a noticeable improvement and gives fans what they wanted faster performance and a more elegant user experience. It has definitely been worth holding off upgrading if only for the boost from the 6th generation Skylake processor. In terms of the competition the iPad Pro can’t measure up as it still lacks the proper experience to replace your Laptop and for the price is an expensive secondary device. Meanwhile the MacBook Air which Panay admits is a great product has an outdated processor and lacks the same convertible experience. However, Apple is not the only copycat trying to capitalise on the Surface design with other PC makers implementing kickstands, removable keyboards and pen input in an effort to keep up but the SP4 which just raised the bar again. It will be interesting to see in the next few weeks with Microsoft’s major OEM’S also hosting device announcements if they can follow the standard that’s just been set.

Stacking up against the competition: MacBook Air or iPad Pro

Surface Book

Microsoft’s big surprise came with only the slightest gossip in the lead up to the event with rumours of a Laptop or a larger Surface but no specs, renders or patients. The Laptop is elegantly designed with a unique look due to the visible gap between the keyboard and screen. The way this comes together reminds me of an empty folder and fits well with the name. The soon to be iconic hinge is where the Surface Book’s design really captures everyone’s attention. It runs out like a carpet to extend the base and give the device balance while the contrast between the magnesium and aluminium gives it a distinct shine that catches the eye. You might think that it’s a bit sad that the tech world has gone into overload over a fulcrum hinge but it truly is a master stroke of engineering. It solves the ever present weight distribution problem with this type of device and allows the two parts to meet perfectly to give the unique shape.

Check out Mashable’s inside with Panay and design chief Ralf Groene about the development of Microsoft’s first Laptop.

Beyond the design the Surface Book boost a 3000 x 2000 13.5″ PixelSense display which means it shares the same 267ppi as the SP4, more than the retina display found on the MacBook Pro. At the entry level the laptop packs a 6th generation i5 processor and 8GB of RAM but at the top end it is a beast which is why Microsoft has labelled it the ultimate laptop. The addition of a dedicated NVidia GPU makes it easily beat out the competition available in comparable form factors and will allow professionals and gamers to render complex 3D imaging more familiar to desktop PC’s and larger laptops. In addition, the ability to upgrade to an i7 and 16GB of RAM makes the top end configuration an expensive yet enticing proposition. Like the Surface Pro’s new type cover the keyboard has been carefully engineered to provide the best typing experience possible. Running Windows 10 the Surface Book performs as you would expect any high powered PC being able to easily run demanding applications like the Adobe suite with no troubles.

It wasn’t all specs however as Microsoft engaged in its own brand of theatre with Panay directing his audience to re-watch the opening promo in order to give us one more thing …

The screen detaches and it becomes a full Surface tablet, surprise. Just at that moment Panay must have been on cloud nine as the crowed whooped and gave a standing ovation. After all he says this is Surface, this is innovation. Now some people might be thinking what’s the big deal there have been 2 in 1 devices that have a detachable keyboard since Windows 8. If you watch the demo its clear Surface Book is different as it is first and for most a laptop and the muscle wire mechanism is nearly as well conceived as the hinge. Relying on a metal that contracts when placed under current it secures the two sections so that Panay is confident waving the laptop around by the screen. Personally the other similar form factors I have played with in stores seem flimsy and didn’t inspire me with a lot of confidence so this is a big change.

Practically the Surface Book provides three possible uses the laptop, tablet or “clipboard” and the canvas. All provide uses with different possibilities to be productive. The “clipboard” is not marketed as a standalone tablet but a portable extension that could be removed when you need to show something to a few colleagues to pass around or take a work through the factory. In addition thanks to the hinge (Simpsons moment of the rod) the screen is able to reverse and lay down over the keyboard to provide a tilted experience for writing and drawing which has access to the GPU and 8 hours of battery life stored in the base. This flexibility alone regardless of any power advantage provides a clear source of difference from the competition which shouldn’t be ignored.

By the end of Microsoft’s event it was clear that they have stopped following with HoloLens, Surface Pro and Surface Book their ready to return to the lead. The company not only has built serious momentum this year through a series of announcements including backwards compatibility for the Xbox One but they now have a confident swagger brought about by a clear vision thanks to Satya Nadella. Unfortunately, this has left me with an annoying problem, which do I purchase they Pro 4 or the Surface Book. Price might have a lot to do with it as here in Australia it seems that the major tech companies feel like we should pay more meaning the top end Surface Book comes in at $4100 while the i7 SP4 is a bit more affordable at $2700. If only money grew on trees and I could get both.

Check out the full Surface announcement here.

cheers,
Jono

 

Apple’s going Pro

August was definitely dominated by Microsoft with the increasing downloads of Windows 10 and GamesCom providing plenty of tech news to talk about. September has always been Apple’s time to shine and they did not disappoint their die hard loyal fans. The mid cycle update to the iPhone, a new iPad with some accessories and finally an improved version of Apple TV gives us a lot to cover.

iPhone 6s

It’s Apple’s long established custom to provide a one year update on thier current handset and keep the existing body. This year the iPhone 6 and 6+ get the S treatment with the addition of new features and upgraded spec. Most notably is the new 3D touch technology which reacts to the pressure being applied by the user. Internaly it comes with an A9 processor, 2GB of RAM and a 12 mega-pixal camera which should all give users an overall improved performance. On top of these updates to the existing specs is the introduction of a new rose gold handset. I doubt any of these changes will intice existing iPhone 6 users to upgrade prematually but I’m sure Apple will stiĺl experience good sales as more iPhone 5 user decide to take the plunge.

iPad Pro

A larger screen iPad has been rumoured for a while so Apple’s announcement suprised nobody. It’s clearly built to impress with a 12.9 inch screen, 2732 x 2048 resolution and four built in speakers. It also has a clear performance boost over the existing iPad Air with a A9X processor and 4GB of RAM in order to capatilise on iOS9’s new side by side multi-tasking. Beyond the tablet itself Apple have shown off a couple of key new accessories in the Apple Pencil and attachable keyboard. On paper it looks like a powerful device for those poeple who like using iOS but it is still unknown whether it’s the device that will reinvigurate Apple’s tablet sales.

Unusally it hasn’t been all positive media for Apple’s latest tablet as most tech analysts and arm chair enthusiasts like myself have been quick to recognise the similarities with Microsoft’s Surface Pro.  Many have even been bringing up Steve Jobs comment about inculding a stylus
which really has no relevence any more due to the developments of digitizers and the rest of the tech industry. In addition the promotion of Microsoft Office for iOS has got some attention, an inclusion that really shows both tech companies changing mentality. Firstly, Microsoft recognised that they can’t ignore iOS users and the value of tieing them to their services while Apple seems to have admited that thier own iWorks suite has trouble competing with Office in the professional market place.

So will the iPad Pro make an impact on the tablet landscape? Personally I’m not sure Apple have addressed the right aspects of the iPad to attract thier target audience. Since many of the drawbacks of iOS still remain as while it now allows multi-tasking it cannot run desktop applications. In addition the small 32GB internal storage on the base model will likely frustrate some users and may be a key limitation for those reluctant to invest more money. Finally, I think the iPad Pro could easily impact Apple’s other product lines as customers are unlikely to purchase a Pro and a smaller iPad, while others might decide to give up thier MacBook.  Obviously, this does not take into account new customers so we will just have to wait and see.

Apple TV

The much awaited update to Apple’s side project has delivered a few key developments and makes Apple competitive in the living room space. Most notably is the new TVos which has an easy to use interface and connects to the apps store to allow users to download anything from different streaming services or games. This new operating system also brings Siri into your living room and importantly she comes with the ability to search content across applications. Apple’s personal assistant can be accessed from the new remote which also includes a touch pad for navigation and a Wii like motion tracker that when combined with the improved internal specs makes the new set top box capable of breaking in as a low cost gaming option.

These improvement makes the Apple TV a legitimate option compared to competitors but it isn’t necessarily a game changer with similar features already available. Despite this the added functionality of AirPlay and Apple’s legion of devoted fans combined with a sensible price tag means that I believe sales will show strong growth.

Overall Apple didn’t really announce anything new but rather refreshed and reinvigorated existing products. Of course the iPhone 6S and 6S+ will the usual landslide but the others are a bit harder to predict so we’ll check back in the next couple of months.

Cheers
Jono