
In an incisive post the other day Daring Fireball's John Gruber pointed out that following Apple is something like Kremlinology. In order to suss out the party's direction, you've got to look at the merest details -- the slogans, the posters, the silences. Reading the tea leaves, Gruber guessed that CEO Steve Jobs' keynote address at Macworld this year would be a "medium" one. There probably wouldn't be anything as big as the iPhone (which premiered at Jobs' Macworld speech last year), but there'd be at least one big new thing.
That guess was on the mark. Jobs put out three new or substantially improved devices, and he announced the movie rental plan that we've been talking about in these parts for several weeks.
Scroll down for a bullet list of the smaller announcements. For now, let's concentrate on the two big ones:
And about that Apple TV: Jobs announced a complete revamp. He admitted -- as many critics, including me, had pointed out -- that the first version of this device, released early in 2007, was a miss for the company, because it forced you to manage and buy your media from a computer before you could watch it on TV. The new Apple TV works without a computer. You can buy music and rent movies directly through the device, and rented films will begin to stream to your set immediately. Apple reduced the price of the thing from $299 to $229, and all current Apple TV owners will get the improvements through a free software update.
The Macbook Air is going to get the headlines today. It's a classic example of Apple engineering: The company looked at all other such products in the market -- ultra-small, 3-pound notebooks -- and attempted to beat them on every feature.
It packed in a bigger display -- a 13.3-inch screen that's lit by a power-saving LED bulb -- a bigger keyboard (also backlit, which helps when working in the dark), and a faster processor than on other small notebooks, but in a device that's actually smaller, thin enough to fit in a manila envelope.
Particularly remarkable is the Intel processor Apple squeezed in. Apple and Intel worked together to create a full-speed Core 2 Duo chip in a package that's 60 percent smaller than Intel's standard chips. The computer's entire circuit board is about the size of a 3-by-5 flash card.
To get the machine so small, Apple did have to skimp on one one thing: There's no optical drive -- that is, a CD or DVD drive -- in here.
You can buy an external one for $99, but Jobs says most users won't need it because they'll get their media and software online. If you do want to install software from a disc, Apple has created a way for the notebook to borrow another computer's drive over a wireless network; it works with drives on Macs or PCs.
Is this a major limitation? I can imagine one scenario where it'd give me a headache -- when I want to watch movies while traveling.
Jobs is anticipating a day when we'll be connected everywhere, able to rent movies or TV shows over the Internet at any time.
That day may soon arrive, but it's not here yet. I take three Netflix DVDs with me on every trip -- and because Netflix has a far greater selection than iTunes, and because there are still many places where I can't connect to get a movie, I expect to be doing that for some time.
Indeed, let me note again that Apple's rental plan, while a feat of movie-business dealmaking, is still a bit lame. It's that 24-hour limit that gets me. Every DVD rental shop in the world lets me rent older titles for more than one day, and the most successful DVD rental company, Netflix, imposes no limits on any movies at all.
This is not Apple's fault; it's pushed the studios further on this than has any other firm. But until the studios are more lenient on these terms -- you can't give me five days to watch a movie? -- I don't see how Apple's service can compete with Netflix, which, for $17.99 a month, gives you three movies at a time at home, and unlimited streaming of the 6,000 movies Netflix offers online.
So -- after Randy Newman came onstage to perform a strange and funny anti-Bush, pro-America song -- I walked out of Macworld feeling a little underwhelmed. Sure, it was a great one; from any other company, these announcements would constitute a good year's work.
But compared to last year's event, in which Jobs gave us an entirely new kind of device, this one felt flat. That's the trouble with the sort of corporate secrecy Apple favors. Sometimes it gins up unrealistic expectations; I wanted, like, an Apple Space Station or an Apple Fuel Cell or a white-plastic device that would pave the way to universal healthcare.
But that didn't happen. Instead, in addition to what's above, here's what else Jobs put out today:
The world in the iPod
The microchip that runs Apple's popular music player is made in India, Taiwan, China and Silicon Valley. Is this an example of how globalization works to everyone's benefit -- or a sign that the world economy is about to roll over America?
By Andrew Leonard, Salon
iLove it or iHate it
Is Apple's new blue bombshell a hit or a dud?
By Janelle Brown and Scott Rosenberg, Salon
An end to the Apple turnover
Steve Jobs accepts the inevitable -- and embraces the CEO title.
By Lydia Lee, Salon
Steve Jobs' iTunes dance
Now the Apple CEO says he would gladly sell songs without digital restrictions, if the record companies let him. That's hardly a brave defiance, and besides, I don't believe him.
By Cory Doctorow, Salon
Apple's iTunes sells 5 billion songs, but you don't own them
Why DRM means your music isn't really yours.
By Farhad Manjoo, Salon
Steve Jobs’ 2009 letter to the community about his health.
Terse and obfuscatory, this thing is Jobs all over.
Apple's obsession with secrecy grows stronger
Apple’s decision to limit communication with the media, shareholders and the public is at odds with the approach of other companies, which are embracing online outlets like blogs and Twitter.
By Brad Stone and Ashlee Vance, The New York Times
The Untold Story: How the iPhone blew Up the wireless industry
This 4.8-ounce sliver of glass and aluminum is an explosive device that has forever changed the mobile-phone business.
By Fred Vogelstein, Wired
A list of Steve Jobs' best quotes
An example: "The cure for Apple is not cost-cutting. The cure for Apple is to innovate its way out of its current predicament."
By Owen Linzmayer, Wired
The Secret Diary of Steve Jobs
Fake Steve Jobs tells all in this hilarious and often informative act of fraudulent auto-blography.