Josh Rubenoff's Profile

  • Jun 07, 2011
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Recent articles written by: Josh Rubenoff

Latest comments made by: Josh Rubenoff

  • I mostly agree with everything you're saying, and I'm pretty sure I say as much within the post. This is an Apple blog, so I write about things that Apple does, but I don't necessarily write about things that ONLY Apple does. Of course I recognize that this behavior is not limited to Apple alone... and again, I say as much in the post.
    Josh Rubenoff had this to say on May 17, 2010 Posts: 10
    The "Good Enough" Issue
  • ediedi: Your mobile phone and cable box aren't capable of running desktop-class applications. Here's a link I wanted to include in this post but didn't end up making the final cut:
    Josh Rubenoff had this to say on May 06, 2010 Posts: 10
    The iPad's Design Utopia vs. the Internet at Large
  • The unedited draft of this post explained in the first paragraph that these were based off of my initial impressions playing with an iPad for less than an hour. These are my specific reasons for not buying the device, they're somewhat technical and not entirely solid reasons, and so they are in NO WAY whatsoever intended to influence anyone's purchasing decisions. As both a video producer and a voracious consumer of print media, I just wrote this post feeling like I needed to get these reactions off my chest. Very sorry that this disclaimer didn't come across in the final draft.
  • @jrizal: Actually, you can undergo an equivalent process for audio by just recording the playback of your DRM-protected iTunes tracks with a program like Wiretap Studio or Audio Hijack Pro. @quisp: I was thinking of including the fact that libraries exist in my post, but I'm not sure what exactly I have to say about how they'll be a factor in increasing/decreasing piracy, and in the end I think they're just one more thing that differentiates book culture from music culture, similar to things I did list above like the temperament of their creators and the attitude of their publishing industries.
    Josh Rubenoff had this to say on Mar 03, 2010 Posts: 10
    E-Book Piracy on the iPad: Some Thoughts
  • Or someTIME this month, rather... ugh.
    Josh Rubenoff had this to say on Jan 10, 2010 Posts: 10
    A Few Great Safari Extensions
  • Thanks for the heads-up, Paul - hilariously, I haven't upgraded to Snow Leopard yet. (It broke Photoshop for most of my friends and colleagues. I'll probably grab a copy something this month.)
    Josh Rubenoff had this to say on Jan 10, 2010 Posts: 10
    A Few Great Safari Extensions
  • Also: as someone who used Windows for a decade before switching, it doesn't really have many superior features to OS X to advertise to the world other than the price of its partners' hardware and, uh, Photosynth. But there are plenty of phones out there with quality features (like SMS management and e-mail) that far exceed the iPhone.
    Josh Rubenoff had this to say on Nov 06, 2009 Posts: 10
    The DROID vs. the iPhone: It's in the Advertising
  • Well, I'm definitely not pointing this out to defend Apple in any way. I just think that it's important to note that comparisons between those two campaigns are inevitably flawed because they ignore the markets the ads were intended for. Just to restate my case in an oversimplified way, and the reason why I'm sticking to this point: The personal computer market has been around for a few decades, Windows has dominated with a 90%+ marketshare for a very long time, Microsoft ran almost no advertising promoting their operating system until Apple ran a humorous attack campaign that significantly damaged Windows' reputation and Microsoft was forced to fight back by creating a marketing campaign. A tangible smartphone market has been around for a decade or so, maybe less. There were a few major competitors like RIM, and they ran advertising promoting their phones constantly because it was still a nascent market and they were trying to get people to buy a phone in the first place. When the iPhone was introduced at Macworld and became a mindshare leader by default with its insane amounts of hype, many cellphone companies ignored it because Apple was a new entry into the mobile space, and they didn't think Apple could hit a home run its first time around. (That's the only reason why I say it's a testament to the iPhone's design that they're running these ads, because clearly sales are no longer being driven by hype.) Apple runs ads promoting its own phone for a year, ignoring everyone else's products after other companies have been advertising for a decade in the same market. Suddenly, these companies are motivated to run attack ads against Apple after it gains only a 10% market share. If they wanted to run negative ads against a smartphone leader, try Symbian, which powers around 50% of smartphones worldwide. I understand that I'm writing an Apple blog and so any arguments I make are going to be interpreted as sympathetic to that company, but I don't think I have any bias here. Just trying to point out the two different contexts both campaigns were running in and attempting to explain my gut feeling that I don't think they're analogous.
    Josh Rubenoff had this to say on Nov 06, 2009 Posts: 10
    The DROID vs. the iPhone: It's in the Advertising
  • I think Motorola's ad and the Get A Mac campaign differ in some pretty significant ways. First and foremost is the markets of their respective products: the desktop/notebook market is overwhelmingly dominated by Windows PCs, while the mobile space is broad enough to be occupied by many different players. If Apple runs a commercial attempting to persuade consumers to switch from their old computer to a Mac, they're almost always trying to persuade the consumer to switch from Windows. The iPhone, however, holds less than a 30% share of the smartphone market - and Android, WebOS and the BlackBerry are very serious competitors. There's no way to assume that a potential buyer of the Droid currently owns an iPhone. It's the fact that the iPhone dominates *mindshare* in the mobile space that makes it a primary target in smartphone advertising. Also, when Apple began its Get A Mac campaign, Microsoft was running zero advertising for Windows - and, until recently, continued to stand idly by while Apple ran this series of pretty vicious attack ads. By contrast, all smartphone manufacturers regularly buy media time - but a lot of them are now forced to use those media buys to attack the iPhone. In 2007, the original iPhone's UX and design were five years ahead of the competition. The iPhone's competitors had to play catch-up to a gamechanging device, and it became that much more difficult for them to market their devices on their own terms.
    Josh Rubenoff had this to say on Nov 05, 2009 Posts: 10
    The DROID vs. the iPhone: It's in the Advertising
  • I think the relative homogeneity in mobile device form factors can be forgiven by the great new software and UI innovations coming out of Apple's competitors. Customized Android builds like MotoBLUR and HTC Sense (as well as Palm's webOS), while perhaps not up to par with the iPhone's level of polish, certainly qualify for the "something new" you discuss above - at least from my own point of view.
    Josh Rubenoff had this to say on Oct 24, 2009 Posts: 10
    Why It's Okay to Loathe the iPhone