I had staked out the establishment the evening before to confirm they had received their iPhone 3G shipment. My earlier recon mission was a success, arriving just in time to catch them moving several nondescript boxes from the trunk of a car into the store. Further interrogation revealed they had received 25-30 8GB units, and 5-10 16GB units. This was all I needed to know.

So I was fairly well prepared this morning. I had an umbrella, windbreaker and a little folding camping tri-pod seat (I don’t want to call it a stool, because of the obvious homonym which is just begging to have a joke made of it). There I waited patiently for the store’s 10am opening. In the pouring rain. After about 30 minutes of waiting, one other soul pulled up and got in line behind me, but then got discouraged after 20 minutes of soakage and left. At maybe 8:45am, another guy showed up, immediately followed by a third who had been waiting in his car for probably the last half-hour, but decided that being warm and dry was more important than being first or second. I guess he drew the line at being 3rd.

Luckily, we didn’t have to wait that much longer as three employees showed up at around 9:20am, and agreed to let us wait inside after I asked really nicely (desperately). Rather than keep us waiting until opening time (10am), they got started at 9:30, which was a smart move, considering that by this time there were now probably 8-10 people waiting behind me, and things were not going to go smoothly, as you’ll soon see…

So they brought out the two 16GB iPhones I asked for, got the account transfer completed for both mine and the missus’ mobile numbers while I carefully opened the boxes and inspected the iPhones for any obvious visual defects. While they were attempting to ‘unbrick’ the white iPhone by connecting it to their PC running iTunes, I was miffed to see that my black unit had a small hairline crack leading from the headphone connector on the top. Memories of my experience buying the first iPhone in Buffalo came back to haunt me as I asked them to go and grab a replacement unit for me before they allocate the last one to someone else. It turned out they only had around five 16GB units in total. Everyone in line behind me was waiting for the 16GB model. Some poor schmuck just lost his chance of walking out with what he was hoping for…

They were still having no luck unbricking using iTunes on either of the two PCs in the store. They told me they were pretty sure I could do it myself at home, so I packed up the wife’s iPhone and told them I’d do that. I just had to wait while they transferred the account activation over from the iPhone with the crack in it to the replacement. This is where my luck got worse. Rogers dealer activation website was now inaccessible under what surely was an insurmountable load of requests to activate new iPhones.

They retried several times, and then said, “no problem, we’ll just call it in.” BZZZZZZT, sorry, try again. Now, the Rogers dealer activation phone line, which they had no problems getting through to minutes earlier was returning a busy signal. But not just any busy signal, that fast busy signal that tells you that not only is the Rogers PBX system sitting in a corner in the fetal position sucking it’s thumb, but the Bell telephone circuit which feeds it is lying next to it unconcious and drooling. Sigh.

So the result was, I had to leave my iPhone in the store so they could try activating it again later. I took my wife’s with me so that I could attempt to unbrick it in iTunes myself at work. The whole process thus far took around an hour and twenty minutes. In that time, only one other person had walked out of the store with activated iPhones, the guy who was behind me in line. Had my first iPhone not had a crack, I would have been the first. I really felt for the 15-20 people who were now waiting in the store to get one, and getting impatient. The store had resorted to filling out manual activation forms and telling customers to come back to pick up their iPhones later.

To unbrick, or not to unbrick, that is the question

As soon as I was able to do so, I connected my wife’s white iPhone into my MacBook Pro and launched iTunes to see if I could ‘unbrick’ it. It showed it was trying to connect to the iTunes Store, but after a minute or two, failed with the following error:

“We could not complete your iTunes Store request. An unknown error occured (-4).”

I found reports of others having the same error, so figured I’d keep trying, as someone had reported success after about 15 attempts. After probably 10 attempts, it was partially successful, having unbricked the iPhone, but not completing the registration process in iTunes, so it wasn’t allowing me to sync the device with iTunes. I was OK with that, since I didn’t want to sync it with my Mac anyway. I just wanted to get the iPhone functioning.

I went back and picked up my black iPhone 3G from the store mid-afternoon, figuring that the store should have worked out it’s technical issues and/or the servers and customer service lines should be less stressed by then. When I got there, they had already taken care of activation with Rogers but explained that they still couldn’t unbrick via iTunes and that it was an issue with the iTunes Store being overloaded. Not a problem I told them, since I was successful in unbricking the first iPhone myself, I figured I’d get mine working with a bit of perseverance.

Coincidentally, as I was walking in the store, I ran into the guy who had been second in line this morning, who hadn’t been able to unbrick his two iPhone 3Gs. I recounted my experience and suggested he just keep trying and it should eventually work. He didn’t seem too happy, but at the same time was relieved and thankful for the information.

After getting back with my own iPhone, I had a bit more luck getting it unbricked than for my wife’s. It still took close to 10 attempts to finally get through (getting the same -4 error message as the first one got), but when it did eventually work, it let me get through the full activation/registration process. Once complete, I selected my syncing options, and was finally syncing all my contacts, calendars, mail accounts, music, photos, podcasts, videos and applications. It took a while, as expected (I sync’d about 8GB of content), but otherwise had no issues. Mission accomplished.

I couldn’t help but wonder to myself and out loud in the store, why on earth did the stores insist or bother trying to unbrick the iPhones in-store if customers could do it themselves at home? This would have reduced the wait times for customers waiting in line, and gotten customers home a lot quicker, even if they couldn’t use their iPhone right away. I guess if the process had worked as planned (and the iTunes Store hadn’t buckled under the load), it would have only been about a 2 minute process, and customers would be able to start using their iPhones immediately. I’m guessing this was one of the complaints that Apple had received from the previous iPhone launch, but it’s a good example of how the best intentioned procedure can end up backfiring if not implemented or planned properly.

The takeaway for Rogers and Apple

While we might cut Apple a bit of slack considering how large a product launch this was (it launched today in 21 countries) and even Rogers (they’ve probably never had to deal with a product that was in such high demand on day one), it’s a perfect example of why a lot of companies choose to do staggered product launches. Apple compounded the problem by not only releasing the iPhone and iPod touch firmware 2.0 the same day, but also launching the App Store the day before. So on top of the hundreds of thousands of new iPhones being sold and activated today, you had possibly millions of original iPhone and iPod touch owners hitting the iTunes Store’s servers as well to get the latest firmware and download the new mobile apps.

The official Canadian iPhone launch was a complete fiasco by any measure, and both Rogers and Apple have squandered a huge customer loyalty/satisfaction opportunity. Instead of blowing away customer’s expectations, they have pissed a lot of customers off. Most of those customers will most likely get over it, and once they have their iPhone in-hand will probably forget all about it or say it was all worth it because the iPhone itself will greatly exceed their expectations. The only thing that probably helped limit the amount of unhappy customers is the fact that the iPhone 3G was in relatively limited supply. I hope for both Rogers and Apple’s sake that these issues get ironed out tout de suite!

Rogers and Fido (owned by Rogers) essentially have identical service plans, which can be seen here and here respectively. While the lack of an unlimited data plan on the surface might seem like a major issue, it’s important to put things in perspective. Since no one can theoretically USE unlimited data in any given month, having an unlimited plan is really just a way to make people feel at ease that they will NEVER incur any data usage charges. One can argue that the same thing is accomplished by simply having a plan that has a high enough data cap that you’d never have to worry about hitting it.

Unfortunately, Rogers data plans don’t even come close to satisfying this, but not all is doom and gloom. With the entry-level data package’s 400MB per month of included data, you could check email, weather and stocks several times per day and do a bit of web surfing once a week or so and be fine. Just avoid using YouTube, the iTunes Store or AppStore until you have a WiFi connection. For those of you willing to dish out $115 to get the 2GB plan however, things don’t fare much better though. Sure, you can do the above activities 5x more than those on the $60/400MB plan, and even enjoy a bit of daily YouTube or iTunes downloads while on the go, don’t expect to be able to watch YouTube videos every day to pass your 30 minute train ride to and from work, because you’ll use up that 2GB of data real fast.

OK, so our data plans suck compared to the US, who get unlimited data for $30/month. So while we have a bit of breathing room to enjoy the features of the iPhone, we’re still stuck keeping an eye on our usage if we want to avoid expensive overage charges. If it were any other cell phone, we wouldn’t mind so much, but the iPhone is such an internet-rich device, and so fun and useful, that it really is a shame that we don’t have plans that let us truly use and enjoy the device.

So what else is there to complain about? Well, the lack of call display and a decent amount of included sent SMS text messages (only 75 on the $60 plan), which requires you to spend an extra $15 or more on an “iPhone value pack”. SMS texting is another one of the iPhone’s strengths, with it’s IM-like interface. Once again, Rogers iPhone plan stifles a great iPhone feature, rather than encouraging it’s use. The lack of call display is frankly a joke in this day and age. I’m surprised they aren’t charging us extra for “touch tone” service too.

Then there’s the matter of the unlimited evenings and weekends included with every plan. Rogers defines “evenings” as after 9pm. Me thinks they’re stretching the definition of evening pretty far. To have your evenings start at a more reasonable 6pm is going to cost you an extra $20/month for an iPhone Value Pack that includes call display and 10,000 sent text messages. Gee, thanks!

One positive to the Rogers and Fido plans is the inclusion of unlimited WiFi access at any Rogers or Fido WiFi hotspot. For those living in urban areas where these hotspots are readily available, this will be a major benefit, but will be hit and miss depending on the individual. Most people will likely not make any use of this feature whatsoever though, which means it adds very little value to the average user.

These plans frankly weren’t a big surprise to me. Rogers is in a very different market situation here in Canada than say AT&T south of the border. AT&T was in a floundering position and desperate to increase it’s market share, with other providers competing on the exact same GSM technology. Here in Canada, Rogers is the only GSM provider, and is already in a dominant position. They have zero competition for the iPhone, period. Bell and Telus’ networks are just not compatible with the iPhone’s GSM standard. The situation isn’t going to get any better until either Bell or Telus convert their network to GSM, or Apple releases a version of the iPhone that’s compatible with the CDMA/EVDO technology that Bell and Telus use.

If there’s any upside to Rogers iPhone data plans however, it has to be that they’re a major improvement over any previous data plans Rogers has offered before. When I first covered using an unlocked iPhone in Canada back in September of last year, we were paying $10 for 10MB per month, on top of your voice plan, and 3¢ per KB thereafter! To put that in perspective, it would have cost nearly $12,000 to use 400MB of data on that plan, which could lead to some nasty surprises for anyone not savvy enough to watch their usage.

Rogers overage charges are now a much more affordable 50¢ per MB for the first 60 MB, 3¢ per MB thereafter. Meaning that an overage of 100MB that used to cost $3072 would now only cost $31.20. It’s hard not to argue this isn’t a huge leap in the right direction. If there’s anything to be positive about with the introduction of the iPhone to Canada, this has got to be it.

Rogers, in what seems like a feeble attempt to instill suspense, is advertising that “Something really big is coming July 11th”, as though we’re all supposed to be in the dark about what that something is. Someone should ring up Ted Rogers and let him know that mystery teaser ads are much less effective if everyone already knows what it is. OK, ribbing aside, clicking “Learn more” brings you to the Rogers press release archive, and if you scroll down to June 9, you just might find this press release which confirms the mystery device is the iPhone 3G. Pricing is listed as $199 and $299 for the 8GB and 16GB models respectively, with a 3 year contract.

No plan pricing details are provided, so looks like we’ll have to wait a bit to find out how much they’re charging for data and if you have to sign a 3 year data contract in order to purchase the iPhone 3G at the discounted price.

Fido’s website on the other hand, is being ultra-original by announcing “Something really cool is coming July 11th”. See what they did there? They used the word “cool” in place of “big”, and suddenly they have a completely original advertising campaign. Somebody worked overtime to come up with that I’m sure. Clicking the ad on Fido’s website links to this press release which details the same handset prices as Rogers, but no additional details.

Now the question that I’m sure many of my readers really want to know: Once the iPhone officially comes to Canada, will owners of unlocked 1st gen iPhones be able to use their devices on Rogers or Fido without having to hack them anymore? In other words, will we be able to install the firmware 2.0 update, plug in our SIM card and activate our iPhones through iTunes or will we have to keep playing the firmware update hack game? I will be sure to update you all once I find out, but we probably won’t know for sure until shortly after July 11.

So, are you planning on buying the iPhone 3G once it comes out in Canada? If so, are you new to iPhone or will you be upgrading from a hacked iPhone? Let us know in the comments below.

Now iTunes 7.6 appears to be safe. I’ve installed it and have synchronized my jailbroken and iPhoneSimFree unlocked 1.1.2 firmware iPhone without any apparent issues. Might be a good idea to hold off a few days just to be sure, but so far so good. If you have a hacked iPhone and have updated iTunes to 7.6, let us know in the comments how it went. Please include details about your hacked iPhone (firmware, hacks applied and unlock method if applicable).

Well, a few weeks back a video showed up on YouTube purporting to show off new drag-able tabs in the upcoming version of Safari in Mac OS X Leopard, but there was much reason to be skeptical, given all the fake Leopard screenshots and movies that made the rounds leading up to WWDC’06. Well kids, it looks like drag-able tabs are coming to Safari 3.0, as well as a couple of other really cool features, according to an article on Musings From Mars blog. The article includes videos demonstrating the three features, so I highly recommend you check it out!

Drag-able tabs, much improved in-page search and resizable form text fields! Very nice. Now the one feature that I’d still like to see is true zooming in and out on a page. Not simply changing text size, I want all page components to scale proportionately. Opera is the only browser that I know of that does this. Very handy for people with lots of screen real estate who wants to enlarge a page to make it more easily read from further back, or those with notebooks who want to be able to see more of a web page on the screen at once. Give me that and site-specific settings, and I’ll be a really happy camper. Of course, drag-able tabs, improved in-page find and resizable form text fields go a long way to helping me forget about the other stuff.

Apple has been growing in leaps and bounds over the last 2 years, and I think they are finally starting to embrace the fact that they are a consumer and corporate powerhouse. They’ve got everyone’s attention, so it isn’t necessary to make a big deal out of every product revision. People know what an iMac is, and sure, a 24″ model is an impressive addition to the line-up, along with faster processors, but they don’t need to waste time and effort telling people about it, because people will find out about it just the same. One of the side benefits is that product sales should take less of a hit leading up to major annual events such as MacWorld and WWDC as people come to realize that those events are no longer synonymous with new Macs or iPods. With the fierce pace of new product development going on at Apple, it had to happen sooner or later. More PR time is needed to show off new products, so established product lines can afford to take a back seat from the PR machine.

As for Steve Job’s change in wardrobe, I suspect being on Disney’s board may be influencing him to try new things. Either that or his supplier of mock turtlenecks has discontinued the style. Regardless, my only questions are what took him so long, and would it kill you to try a different colour? Baby steps I suppose. At this rate, we’ll see him in a blue dress shirt in about 4 or 5 years.

Say hello to the new iPods

Yesterday’s announcement was all about Apple’s consumer electronics and media business. Apple took the wraps off upgrades to all three iPod lines, beginning with the top end hard disk based iPod. The new 5.5G iPod, which is available immediately, offers higher capacity on the high end (80GB, up from 60GB) and better battery life for both models. When watching video, Apple claims the 30GB model will provide 3.5 hours of viewing, up from 2, and the 80GB model provides 6.5 hours of viewing time, up from 3 hours–a very welcome improvement for those who felt the previous model’s battery life was anemic for watching videos. A brighter screen, new software features and some useful tweaks to the UI such as a navigation aid that displays the location in the alphabet in translucent letters as you scroll through your music round out this update. The latter feature was seemingly borrowed from the recently leaked details on Microsoft’s yet to launch Zune device. This illustrates one problem Microsoft will have competing with Apple: if they are going to always be behind in getting new features to market, and are unable to keep their details secret, Apple is always going to be able to beat them to the punch.

The biggest news regarding the new 5G iPod has got to be the addition of games that can be purchased and downloaded off of the iTunes music store. Nine titles are available, including classics like Bejeweled, Pac-Man, Tetris, Mahjong and Texas Hold-Em were announced, although more will likely follow. These new games look nothing like the simple games which have shipped on the iPods previously. They are graphically rich and colourful, looking as good or better than the latest mobile phone games. Like the addition of video, the game implementation continues to demonstrate Apple’s ability to add value and functionality to the iPod product line without detracting from the product’s core appeal as a music player. Improvements such as gapless playback, music search and redesigned earbuds are testament to the fact that Apple hasn’t forgotten what people primarily buy iPods for.

While the current generation iPod isn’t going to be a challenger to the Sony PSP or Nintendo DS, it’s clear that Apple is waking up to the commercial potential of mobile gaming. Sony and Nintendo would be wise to keep an eye on Apple’s movements in this space. Sales of games for mobile phones are earmarked to be $2.4 billion USD this year and are expected to reach $7.2 billion a year by 2011. The new iPod game offerings seem intended get a piece of that pie. As the iPod gets more and more power and storage, we may see it become a more serious game platform in the future, and the iTunes Store is a killer distribution model for a video games, given how much of a problem the video game industry has with keeping up with demand of hot titles.

This also marks the first time Apple has allowed third parties, like EA, to write software for the iPod, although they still maintain control over what software makes it onto the iPod via the iTunes Store, for now. The choice to allow the games to play on all 5G iPods indicates that Apple is viewing it more as a new revenue stream and not just a means to sell new iPods, otherwise they could have easily excluded the previous models in order to force owners to upgrade. In fact, with new lower prices of $299 and $399 CDN ($249 and $349 US), it’s not hard to imagine that Apple may be starting to look to the iPod as the razor that will help them sell more media (the razor blades) via the iTunes Store.

The redesigned iPod nano has gone back to the aluminum case design from the old iPod mini, a very welcome change, given how much negative PR Apple got regarding the first generation nano’s tendency to be easily scratching. Unbelievably, the new nano is even thinner than the previous one, while doubling the storage capacity (2,4 and 8GB) and nearly doubling the battery life (from 14 to 24 hours) at the same price points. The new nano also has a brighter screen, text search and letter index display from the 5.5G iPod. In another tribute to the iPod mini, the 2G nano is available in 5 different colours: the 2GB model in silver only, the 4GB model in blue, green, pink or silver, and the 8GB model in black only. All models are available immediately priced at $169, $229 and $299 CDN ($149, $199 and $249 US). There is no doubt in my mind that the 2G iPod nano will be even more successful than it’s predecessors, the 1G nano and iPod mini. Both of which were hugely successful in their time. Apple is doing it’s part by promoting the 2G iPod nano with a new TV, transit, billboard and magazine advertising blitz.

Of all the iPods, the shuffle has gone through the greatest redesign. Like it’s bigger brother, the nano, the shuffle is now clad in aluminum, but has been shrunk to a fraction of the size of the old pack of gum sized model. It’s truly an amazingly small device, which Apple has dubbed the world’s smallest mp3 player. The unit also features a built-in clip for affixing it to clothing. Gone are the built-in USB connector (a step back, from the convenience standpoint, IMHO), which has been replaced by a charging/syncing USB dock which appears to use the headphone jack for connectivity and power. The new shuffle will be available in October in a 1GB model only for $89 CDN ($79 US) and is otherwise feature-identical to the models it replaces. The new shuffle is a major improvement overall from the previous model, but I think it will lose a bit of it’s appeal for those who saw the shuffle as a combination flash thumb drive and mp3 player. Having to carry around the sync/charge cable and dock on long trips makes the new shuffle a little less road warrior friendly, but the smaller size will make up for that somewhat.

iTunes the software, iTunes the store

The second part of yesterday’s announcement focused on an updated version of iTunes software and updates to the iTunes Store. iTunes 7, available as a free download now for Windows and Mac, is a major update with some nice UI tweaks and much wanted features such as gapless playback, support for multiple libraries on multiple hard disks and a “backup to disc” feature. iTunes 7 will also automatically download–for free–any missing artwork for songs in your library, provided you have an iTunes Store account, and the song exists in the iTunes store. This feature alone will be worth the upgrade for a lot of people.

The sources list is now broken up into categories with separate library items for Music, Movies, TV Shows, Podcasts, Audiobooks, etc. There is a Store category which contains iTunes Store, Purchased Music and a new downloads manager. A devices category will display any connected iPods or iTunes compatible phones, and you can now manage all device settings from here instead of having to go into the iTunes preferences. They have even integrated the iPod updater into iTunes, so you no longer have to run a separate utility to update or initialize your iPod, as seen in the picture on the right (click to enlarge).

Two new views have been added, both designed to let you explore your music visually using album art. Album view (top image on the left, click to enlarge) displays each album’s songs next to the album cover, if available, and is pretty much like sorting your list by album, only with the addition of the artwork being displayed to the left side of each album.

The second new view is by far the most impressive feature of iTunes 7, cover flow view (bottom picture on the left, click to enlarge). Cover flow view shows you all your album cover art and allows you to flip through your albums quickly in a fluid 3D animated view that has to be seen to be believed. You can use your mouse scroll wheel, two finger trackpad scrolling or the scroll bar to quickly flip through your entire collection visually. I can see why they added the free artwork download feature. This view mode would be useless if you didn’t have any artwork. Of course those of you who haven’t been bothered to enter artist and album ID3 tags for most of your music are going to have a new reason to want to clean up their music library.

Another new feature that will be much heralded by iPod users is the ability to sync the purchased media on your iPod with more than one authorized computer. Great for keeping the music on your work and home computers up to date, although it appears that Apple hasn’t changed it’s stance on not making music piracy easy since this feature only works with purchased content. All in all, I’m impressed with this new version of iTunes, and I think it’s safe to say it’s one of the biggest updates iTunes has ever seen, helping to ensure iTunes maintains it’s supremacy.

The iTunes Music Store has been re-christened as simply The iTunes Store, finally dropping the term “music” from it’s name, a logical move given they have sold TV shows for nearly a year and the addition of games. Even more logical since yesterday’s announcement of the addition of feature length motion pictures to the iTunes store. No big surprise given Apple’s choice of theme for the event. I think everyone saw this coming, especially after the launch of Amazon’s Unbox movie download service, which I covered in a previous article. As predicted, Apple’s initial offering is limited to Disney owned properties, including Disney, Pixar, Touchstone Pictures and Miramax films.

Steve Jobs was quick to point out that when iTunes launched TV program downloads, they started with only 1 network and 5 shows, but less than a year later they have grown that library to 220 shows on 40 networks. No doubt they will gain support from the other major studios over time. Movies, like TV programs are only available in the US for now, but Apple plans to go international in 2007.

Pricing is pretty much what was predicted, and similar to Amazon’s offering, with the exception of a lower price of $12.99 US for new releases when pre-ordered and during opening week, going up to $14.99 after the first week. Older titles will sell for $9.99 US every day. New releases will go on sale at the same time as the DVD release, which is important if Apple and Disney hope to offer an alternative to DVD. So far Apple has stuck with it’s strategy of only selling content, staying away from the rental model that Amazon Unbox offers. This is a positive for Unbox, as it will likely allow Amazon to stay relevant by differentiating itself in the face of competition from iTunes’ 800lb gorilla.

Apple has also upped the resolution of all video downloads to 640×480 from 320×240, for a 4x increase in resolution. I haven’t been able to nail down exactly what Amazon’s Unbox video resolution is, they say it’s DVD quality, which should mean 720×480, but no one has any exact numbers yet, so the jury is out on whether they have a slight advantage or not. Regardless, the bump in resolution is a welcome improvement. Video now also features “Dolby Surround”, I can only assume that means Dolby Digital, but can’t say for sure. I just feel sorry for anyone who has purchased a lot of video content from the iTunes Store at the lower resolution. No mention was made if those customers will be allowed to download the higher-res version. I wouldn’t hold my breath though. Usage rights is the same as for TV shows and music, 5 computers and an unlimited number of iPods. Like Amazon’s offering, movie purchases cannot be burned to standard DVD video disks, although they can be streamed over a home network and played on a TV connected to any Mac via Mac OS X’s FrontRow interface and Apple remote. But…

…there’s just one last thing.

In usual Apple style, Jobs saved the most interesting announcement for last, although it came in the form of a sneak peak rather than a product announcement. Apple’s final link to the video playback puzzle, the box that will allow you to play your iTunes Store TV and movie purchases on your big screan TV, is a box code named “iTV” which is expected to launch in the first quarter of 2007. Resembling a half-height Mac mini, this box will connect to a TV via HDMI or component video, and has analog and digital optical audio outputs. A built-in power supply means no external transformer to clutter the space behind your home entertainment center. Connectivity comes in the form of ethernet, 802.11 wifi (they didn’t specify which flavor, I suspect this means it may be the upcoming N variety) and a USB 2 port, presumably for hooking up an iPod or maybe an optional optical drive.

The whole thing will operate using the now standard Apple 6-button remote using an on-screen interface similar to FrontRow, although slightly reworked. Steve Jobs demoed it, and it just worked and worked well. The only thing I think that is missing is an optical drive for playing back your content that you’ve backed up to DVD or CD media. The way the device was presented, it required everything to be on your computer. Unless Apple releases some kind of ‘XRaid Home’ media server, this is going to be a pain as it will require you to load the media you want to watch onto one of your Macs or PCs, unless they release a stackable DVD drive option for it that plugs into the USB 2 port. More advanced users will be better off with a Mac mini in their home theatre setup because of the wider support for formats and the ability to play DVDs and media stored on CD and DVD-R. But a lot can happen in 4-6 months, and it’s possible Apple might make changes based on feedback they get. They sort of tied their hands by pre-announcing the price, $299 US, making the iTV a more consumer friendly, lower priced alternative to a Mac mini.

Impressions, MIA

My overall impression of yesterday’s “It’s Showtime” event was that it was a strong update of it’s extremely successful iPod/iTunes business lines, which extends Apple into new territory: feature film and mobile games. The announcement was an even bigger deal from the standpoint of drawing a clearer picture of Apple’s strategy for the next year. If Apple’s midas touch can indeed be applied to these new markets, it’s not hard to imagine them becoming considerable revenue streams going forward, helping to cement Apple’s dominance in digital media even further. It appears the rumors of the decline of the iPod and iTunes store were greatly exaggerated. Apple now has an 88% market share of the legal US download market, up from 82% in May. Apple is the number 5 seller of ALL music in the US, moving up behind the likes of Wal-Mart, Best Buy, Target and Amazon. No small feat, given that Apple only sells digital media online whereas the other 4 resellers on the list still pawn physical CDs.

So what of the widescreen, touch screen iPod and Apple iPhone? Most reputable sources didn’t expect Apple to announce either at yesterday’s event, and the word on the street is we shouldn’t expect to see either until some time next year, if at all. I still have my doubts of whether a touch screen iPod will actually see the light of day, given the tendency of touch screens to attract scratches and fingerprints, but I’m not willing to rule it out completely. I think the iPhone would be a sure-fire hit. There are so many people who are dissatisfied with their cell phone experience, that would gladly ditch it for a mobile phone with the iPod’s industrial design and simplicity. Pressure in the mp3 player market from newer mobile phones with competing capacities to the lower-end iPods will most likely eventually force Apple to enter that space, but not before they are good and ready. The mobile phone market is a fiercely competitive and complex market. If Apple enters it, it will have to be from an aggressive position, not a defensive one, which means they have to make sure they’ve done their homework.

Is it a wide-screen video iPod, an iPhone, Apple Newton resurrected or a combination of the three? There’s no way to know for sure, but all this information certainly does make the wait for Tuesday, Sept. 12 that much harder. While I doubt we’ll see any out of this world mobile chameleon device being announced, it’s still nice to hope for what fantastic Star Trek-ish device Apple has up it’s sleeves.

Adding fuel to the speculation is the fact that Apple released updated iMac and Mac mini computers this week with little fanfare. Products that most tech pundits were expecting Apple to unveil at their special event next week. Sure, faster processors don’t warrant any special event these days, but the new 24″ high-end HD capable iMac certainly would tie in nicely with the movie download service everyone is expecting Apple to unveil. I mean they only had to hold off on the announcement for an extra week. So what gives? Not announcing the new iMacs at the “It’s Showtime” event can mean only one thing: That there are more exciting things to announce and they don’t want to eat up precious time talking about a new iMac, as drool-worthy as it may be.

I don’t know about you, but I’m really hoping Apple announces an iPhone. But if I had to bet money on it, I’d guess we’ll see an event focused on movies, which means iTMS movie downloads (most likely for $14.99 and $9.99 a pop), new iPod nano’s in an aluminum scratch resistent enclosure, updated iPod video with a small chance of a bigger screen video model, and the piece to resistance: a new AirPort Express with Video, or similar set-top box for streaming your iTMS video downloads from your computer to your TV in the living room. This is where I’m setting my expectations, and I think that I’m setting relatively low. Anything above and beyond will be icing on the cake. Better keep some space on the ‘ol credit card just in case…

[3:58 pm Update: MacNN has posted an article about another related Apple patent application submitted in April 2006 for a “Hand held electronic device with multiple touch sensing devices”. Hopefully in time more pieces of the puzzle will come into place. Of course, the puzzle will be solved if and when Apple formally announces new products that are designed around any/all of this technology.]

The Get A Mac TV ads were actually phase 2 of their marketing campaign, phase 1 being the opening of Apple Stores across the United States and later expansion to other countries such as Japan, UK, and Canada. Now numbering 160 stores and growing, this strategy is geared towards giving people an excellent consumer experience and the opportunity to test drive Apple’s products in a relaxed no-pressure environment. The TV spots have played a strong role in boosting brand awareness and driving traffic into Apple Stores.

Well now it looks like Apple is following up on this successful strategy with some informative print advertising. A 14-page brochure has been spotted attached to a 3 full page ad in Entertainment Weekly magazine. In it, Apple hilights the most popular iLife applications (iPhoto, iTunes, iMovie, GarageBand), as well as a couple of Mac OS X features (iChat, Dashboard) and Microsoft Office. The brochure closes by showcasing the Macintosh consumer lineup (iMac, MacBook, MacBook Pro and Mac mini). You can see scanned images of the entire brochure on Flickr.

This is an excellent follow-up to the TV ad campaign, because it is more product focused rather than branding/symbolic in nature, as the TV spots are. By making it a brochure that can be removed from the magazine, potential customers can pull it out and save it for later or pass it on to a friend. I think these brochures will get far more views than they would if they were simply full-page ads. Assuming Apple runs these print ads in a wide range of popular publications, I think they’ll go far to finally bridge the gap between the branding/imagery of the TV spots and the hand-on experience of the Apple Store. These brochures dangle a bit more of a carrot to pique the interest of consumers enough to get them to visit the apple website or stop in at their local Apple Store.

I am curious why Apple has chosen to avoid mentioning Windows compatibility in the 14-page brochure though. While I don’t think Apple should be focusing too much of it’s marketing message on luring people to the Mac platform with the intention of using it for Windows, they have mentioned it in their TV spot titled Touché. Following that up with a page on their brochure with a screenshot of Windows XP running in virtual machine window with Mac OS X apps wouldn’t be such a bad idea, would it?

Critique aside, Apple’s Mac marketing strategy is now coming into focus and seems to be close to firing on all cylinders for the upcoming holiday season. It will be interesting to see how much thunder Apple can steal from Microsoft Windows Vista before it launches. There has never been such a great opportunity to steal market share as there is now, especially given that Windows Vista will drive most Windows customers to buy new hardware in order to keep up with the latest version. Many of those customers may just decide to spend that money on a new Mac instead.