The Apple Beat: Apple to fill out product size gap in today’s announcement

By Gadjo Cardenas Sevilla

An Apple Special Event in March is a little unusual but given the fact that the company omitted an October launch even (traditionally reserved for iPad and Mac refreshes) to host a packed September event to usher in a new AppleTV, iPhone 6S, iPad Pro and some new Apple Watch variants.

September's Special Event feels like a long time ago, and Apple must feel it needs to get back on the news cycle with products and not controversies. While CEO Tim Cook and the entire company have been on heavy news rotation by being caught in the centre of the FBI iPhone discussion (a topic that’s landed Tim Cook on the cover of Time to discuss privacy instead of revolutionary new products and technologies), the time is ripe for Apple to make some noise on the product end.

Aiming for a more exclusive venue at their HQ in Cupertino inside the Town Hall auditorium that sits 350 guests, Apple will live stream the event so that everyone can peep into the proceedings virtually.

Click to read more ...

Cookie Monster, Jim Croce star in latest Siri-focused iPhone 6S ad

In case iPhone 6S users have forgotten, their device features an always listeing personal assistant that can be invoked by the 'Hey Siri' trigger phrase. The above ad shows Cookie Monster using Siri to time the cookies he is baking and also to access his playlist. Jim Croce's haunting "Time in a Bottle" plays as Cookie Monster agonizes over how long it is taking to get his treats baked. Its a simple, funny ad that appeals to everyone.

Apple's Tim Cook makes cover of Time for fight with FBI

Apple CEO Tim Cook is making the cover of Time Magazine but this time the focus is over the fight with the FBI. The cover shows  a black and white photo of a determined Tim Cook at his desk in Apple's headquarters flanked by an iPad Pro as well as an iMac.

The feature story is an exclusive interview that covers the implications of the much publicized stance Apple has taken on the side of privacy versus the Federal Bureau of Investigation. Apple is having a media event next week which will be live streamed. It is expected to be a product launch but many are wondering if Tim Cook will take at least a few minutes to address the elephant in the room and give the company's stand on what has turned out to be a hot topic that affects everyone.

The Time cover feature seems to cover all the bases of this issue and manages to air Apple's stance. Read more about it here.

New Windows 10 ads take aim at OS X's lack of multi-touch, voice assistant

The PC/Mac wars are on again. After the past holiday feel goodery of that "Let there be peace on earth," ad, Microsoft is brandishing a series of TV spots that throw OS X under the bus for not having features expected of a 'modern OS.' The features in the series of ads which aim to make Windows 10 cooler and more useful are multi-touch and the Cortana voice assistant. Microsoft has dropped the gauntlet and Apple will likely respond sooner than later, we'll have to see if any of the March 21 announcements will offer an answer to Microsoft's new taunts. It's on!