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This was Spotify with an Apple logo, they said. Apple tried to explain that this was different. Because, well, it had an Apple logo. This automatically made it different. In the first ads for Apple Music back in June, the song remained the same. In its latest ads, which debuted Sunday, Apple suggests that its service really is different because you can discover new artists. I will pause for your astonishment. The three new ads are simply and nicely done, in an oh-yes-I've-seen-this-before way. The most lengthy offers the usual, slightly unctuous Apple voiceover, this time by Trent Reznor, he of Nine Inch Nails fame.
It begins: "Music has never had a bigger place in our lives."This feels tinged with bilge, Music has never been more of a commodity, I confess that the more music has been digitized, the less I've actually listened, Music just isn't that important anymore, It comes and it goes, There's just so much of it, It's there, but it's not there, It's lists, and it lists, Still, the ad insists that Apple Music is the place where artists and fans "can discover one another." Yes, Taylor Swift will now be sending you iphone screen protector you can hit with a hammer heartfelt messages, Perhaps..
The point of all this is, apparently, that with Apple Music you will discover new music, because "it's powered by people who live and breathe music."Wait, wasn't that the Jay Z sell when he launched Tidal in the weeks just ahead of Apple Music's debut? Just whose revolution is this?. Two other ads feature specific artists with whom Apple would like you to commune. One offers Kygo playing the piano. The other features James Bay, who sings high. I mean high-pitched, of course. Bay sings about craving. The problem with Apple Music is surely that no one is really craving it. I'm sure it's perfectly competent in its way. And I'm sure that many people have and will sign up because it's Apple.
Compelling, though? Compelling like a Bjork gig? Perhaps not, Technically Incorrect: In three news ads, Apple suggests that the reason you should sign up for Apple Music is to discover new artists, Is this really new?, Technically Incorrect offers a slightly twisted take on the tech that's taken iphone screen protector you can hit with a hammer over our lives, Be respectful, keep it civil and stay on topic, We delete comments that violate our policy, which we encourage you to read, Discussion threads can be closed at any time at our discretion..
Apple's next iPhones should be announced next month, but this is an "S" year. That means -- if Apple sticks to the pattern it's adhered to since 2008 -- that the 2015 iPhones will maintain the same basic design as last year's model, and focus instead on "under the hood" improvements. This year, the big feature upgrade looks like it'll be Force Touch: a pressure-sensitive display, with vibrating haptics underneath. What would this feel like, and why would we want it? Apple's already released two products this year that have Force Touch, and each shows off the potential successes and pitfalls of what looks like Apple's most prominent new technology of 2015.
"Haptics" by definition means any interaction involving touch, but there's difference between advanced haptics and the vibrations you already get on your phone, Instead of a buzz, you can could feel a single tap, or varying intensities of ripples, Force Touch combines a pressure-sensitive display (or a trackpad) iphone screen protector you can hit with a hammer with haptic feedback underneath, Game controllers like those with the Xbox One use advanced haptics to create "rumble" feelings and controller feedback, What makes Apple's Force Touch interesting, mainly, is the introduction of a pressure-sensitive touch display: most everyday touch screens currently available aren't pressure sensitive at all..
The Apple Watch has Force Touch built into its display. The new Retina MacBooks (both Pro and 12-inch ) have Force Touch-enabled trackpads. But they feel completely different from each other. The MacBook's trackpad feels exactly like a regular trackpad, but its click is an illusion: it's really using haptics. There's a nested double-click that happens between the first "click" and what happens when you press down further. That extra second click can trigger contextual actions, like a variation of right-click. On a website, it brings up definitions of words or phrases you highlight. During video playback, it can selectively change playback speed. The Force Touch trackpad can sense variable levels of pressure, but right now its use is being explored subtly. But its feels real, like a real button-click.
Likewise, the Apple Watch's Force Touch display will "click" when you press down on it, but it feels more like a gentle push inward, and clearly seems like it's triggering a vibration in the watch body, It's mainly used to bring up sub-menus: press in on the watch face while the Music app is running, and you can see options to shuffle songs or change audio sources, Press down on the watch face while it's displaying the time, and you can change faces or customize, But the Apple Watch has a second haptics element: an all-new vibration component the company has dubbed the "Taptic Engine." Unlike your phone's generic vibration alert, the Watch has iphone screen protector you can hit with a hammer enough versatility to generate subtle or more complex vibrations: It can make a single tap-like sensation (thus the name), instead of just a buzz..