2011年3月28日 星期一

product and accessaries

Example1: Ipad 2




http://www.apple.com/hk/ipad/features/


更輕、更薄,滿載更多非凡意念。 
一拿起 iPad 2,你就不想放下。這就是全新設計的精髓所在。它既薄了 33%,又輕了多達 15%,因此拿在手中倍感舒服2。它讓上網、查看電郵、觀賞影片和閱讀電子書變得自然,你會忘卻奇妙的科技,就深藏於你的指間。


Dual-Core A5 處理器速度 X 2。

一個 A5 處理器集合了兩個強效核心,這意味著 iPad 可同時處理雙倍的工作。你在上網、看影片、進行 FaceTime 視像通話、玩遊戲,以至在不同應用程式之間切換的時候,就會感受到那與別不同之處。你會感到多工處理更順暢,應用程式載入得更快,總之一切都做得更好。

超快圖像處理,遊戲玩家,Go!Go!Go!
有了高達 9 倍的圖像處理效能,在 iPad 上玩遊戲就更順暢和栩栩如生。而更快的圖像處理亦令應用程式表現得更好,特別是附帶影片的型類。當你翻看照片庫、在 iMovie 剪輯影片和在 Keynote 看動畫時就會感受得到。


電池壽命持久,你可盡興不斷。
全新的 iPad 設計雖然更薄更輕,但仍能提供 10 小時的電池續航力1 。這樣的電量足以應付一程長途飛行、徹夜看影片,或一星期出差之用。具能源效益的 A5 處理器及 iOS 可減低耗電量,讓你沉醉在 iPad 世界之中。


設有兩個鏡頭,以 iPad 的 FaceTime,大打招呼。

iPad 上有兩個鏡頭,前後各一。它們可能看起來細小,但絕不簡單。它們是為了 FaceTime 視像通話而設,並可互相配合使用,讓你跟好友交換微笑3。那個前置鏡頭,讓你可以跟朋友面對面溝通。在視像通話進行時,你可以切換到後置鏡頭,分享你所在的地方、你跟誰人在一起,或你身邊有什麼事情正在發生。如果有值得拍成影片的,就讓後置鏡頭攝錄下來。它更是 HD 的,因此你所拍的每一段影片,都是迷你大師級作品。你更可利用 Photo Booth 拍攝特別的照片,盡享拍攝人像的樂趣。





--> let the consumers think it is better than ipad 1, is innovation and high tech , you must but one. 



iPad Smart Cover 與 iPad,天造地設的一對。


iPad Smart Cover 與 iPad 相輔相成,事實正是如此4 。我們的設計,就是要令 iPad Smart Cover 緊密配合 iPad 使用,而且要上下兼顧。兩者均內置精巧的磁力技術,將他們緊接在一起。iPad Smart Cover 可緊貼地保護你的 iPad 屏幕,而不會令其纖薄輕巧的設計之上增添重量。只要打開 Smart Cover,你的 iPad 就會立即啟動;把它關上,iPad 就會自動進入休眠狀態。它還有其他精巧之處:變為功能完美的企架,可用作影片觀賞、遊戲玩樂和上網瀏覽。備有 10 種鮮艷顏色,包括 5 種色彩豐富,以苯胺漂染的意大利皮革5你可隨意挑選,讓你的 iPad 更為出眾。





 --> tell the consumers that there is a must to buy the cover for a set of ipad, it can make the ipad to be more perfect, and it can create your own lifestyle by choosing your own cover.




Comments from forums

iphone4.tw100 FORUM



"剛開車聽到新聞,整個人無言
才開賣ipad沒多久
已經有零件廠商說年底就會有ipad2了
而且連尺寸大小和鏡頭都說出來了
畫質當然是比照iphone4的水準
代工廠也有說到誰拿到訂單了"




Hong Kong discuss forum
2010-7-14  http://digital.discuss.com.hk/redirect.php?tid=12638345&goto=newpost

如果當日ipad是香港首發, 我就一定買.
但電子產品, 時間值真係好緊要.
假設ipad係一年一代.
那下一代ipad就是明年3,
4月
左右.
如果下一代ipad香港有首發, 或像iphone 3Gs一樣, 只係差一個月左右.
即是說我等多9個月就可以有新ipad了.





News 


SINA News


iPad2將有3個版本
2010-12-30  http://news.sina.com.hk/news/12/1/1/1967486/1.html

台灣電子時報引述零件供應商稱,蘋果iPad2將有3個版本,預計明年1月底開始生產。
道指出,蘋果明年將推出3個版本的iPad 2,對WiFi、GSM和CDMA網路實現不同的支援。這三款iPad 2最早將於明年1月底開始大規模生產。
消息人士稱,支援WiFi、GSM和CDMA網路的產品比例為3:4:3。消息人士指出,當前出貨的iPad中有約60%至65%支援3G網路,這表明消費者更青睞能夠隨時上網的產品。因此,蘋果將與運營商更緊密地合作,為iPad 2提供更多的流動解決方案,以滿足市場需求。
消息人士透露,除無線功能外,蘋果還將加強iPad 2螢幕的抗污和抗反光性能,以更好地與亞馬遜電子書閱讀器Kindle競爭,吸引更多消費者。




 -->before ipad2 born, everyone have expectation about the born the ipad2, the youth wish to have it, they can't wait for it!
07-13-2010 http://iphone4.tw/forums/showthread.php?t=92039
iPad2 iPhone5推出料不受影響
【明報專訊】蘋果將於本港時間明晨公布業績,然而喬布斯昨天突然表示要請病假,卻令一眾蘋果投資者心頭一涼。喬布斯健康狀况轉差,其實有迹可尋。有美國科技博客上周已留意到,喬布斯向來都是首位將iPhone新消息告訴全球的人,但奇怪的是,在上周美國電訊公司Verizon宣布與蘋果合作參與銷售iPhone上,喬布斯居然沒亮相。只是當時博客們沒想過,原來喬布斯健康再度轉差。


上周未亮相Verizon發布會

目前各界都關注,喬布斯再度因病休假,會否影響蘋果新產品的推出,包括一直盛傳會於本周發表的iPad電子報《每日報》。道瓊斯通訊社上周才引述消息人士稱,喬布斯和新聞集團主席梅鐸,會於本周三(1月19日)在三藩市齊齊亮相,介紹這項被梅鐸稱為集團「最令人興奮的計劃」。不少業界人士都希望,只供平板電腦用戶訂閱的《每日報》,可為報業殺出一條血路,挽救全球報業。但隨着喬布斯要請病假,相信他亮相的機會已微乎其微,連公布計劃能否如期,也成了未知數。


本周公布iPad電子報成未知數

不過業界分析師預期,喬布斯休假,應不會影響蘋果今年稍後公布第2代iPad及新版iPhone。iPad 2預計可望於今春、約4月左右推出,至於iPhone 5則預料在今夏亮相,以趕及在6月的「蘋果電腦全球研發者大會」宣傳。分析家指出,這些產品已研發至少1年以上,產品主要框架早有定案,因此就算喬布斯因病休養,亦不會影響它們上市。但較次要的產品,例如原訂於今夏推出的新版Mac OS X,卻可能押後推出。不過沒有喬布斯介紹新產品,總令人若有所失,其他蘋果高層缺乏喬布斯的推銷天賦。





蘋果日報APPLENEWS- HEADLINE

http://tw.nextmedia.com/applenews/article/art_id/33250707/IssueID/20110316/pvtype/r

iPad2水貨登台 2萬起跳

白色機身更輕薄 達人:打遊戲更有fu



【蔡惠如╱台北報導】蘋果公司發表的最新平板電腦iPad2,本月十一日正式在美國上市,購買民眾大排長龍,國內代購的iPad2水貨,也陸續抵達台灣,售價為二萬元起跳,較原價貴約五千至一萬元,但蘋果公司表示,iPad2在台上市時程尚未定。記者昨實測發現,iPad2比iPad的運作速度快上許多,機身輕薄、更容易攜帶;3C達人則說:「若是入門玩家,iPad就夠用。」

昨3C網站《http://iphone4.tw/》站長吉米丘實測後說,iPad2機身變得更輕,厚度也比iPad要薄很多,更方便攜帶,這就是平板電腦的重點之一。
另外,iPad2最大驚喜在於有出白色機身,實際看非常漂亮,「一拿出來,別人就知道你用的是iPad2。」






youtube news
http://www.youtube.com/watch?v=7Ypo8MN3tRo





--> even the news talk  about this issue, the born of ipad2 seems like a great thing, the whole world are attreacted by this issue.


--> even become the headline of newspaper 








Accessories


1. for ipodnano, ipod










become a watch, armband --> really suit to the costumers' need, also cool a fashionable and cool feeling





2.white color

--> white color of ear headphone, USB power adapter... these accessories are used to be black, but apple design them as white in color, it make a innovative and special image.  




 3. wireless charger


--> give consumers a new, cool and high tech feeling, so consmers will think what Apple products are innovative, and high tech and cool.



 4. image of: ipod everywhere


 when running or in gym


ipod can be with you in anyplaces, when work, home, travel



on the road, car






Apple Worldwide Developers Conference


http://developer.apple.com/wwdc/
For Apple to showcase new software and technologies
Held annually
For developers
Offering hands-on labs
Feedback sessions
Since 1983

----

.....just a quick note

Apple Slogans

Use of slogans for advertising and marketing from 70s onwards


http://en.wikipedia.org/wiki/List_of_Apple_Inc._slogans


Company advertising campaigns


  •  "Byte into an Apple" (Late 1970s)
  •  "Soon there will be 2 kinds of people. Those who use computers, and those who use Apples." (Early 1980s)
  •  "The Computer for the rest of us" (1984)
  •  "The Power to Be Your Best" (1990)
  •  "Think different." (1997–2002)
  •  "Switch" (2002–2003)
  •  "Get a Mac" (2006-2010) ( United States, Canada, Australia, New Zealand, the United Kingdom, and Japan)

- 1970 to 1990, trying to promote Apple as the best computer brand, wanting to dominate the market

- "Think different", aiming at those who want to be unique and different

- "Switch" suggest switch from pc to mac

------


Common "strategy", and use of words + some examples


 New Products: "Introduce"
  •  "Introducing Apple II"
  •  "Introducing Apple II"
  •  "Introducing Macintosh"
  •  "Introducing the new iPod family." (2002)

 New generation of same product:
Comparsion to the previous generation, how the new version is better
  •  "Faster. Greener. Still mini." ( new Mac mini revision of early 2009)
  •  "Redesigned in a very big way." (new all-aluminium unibody Mac mini 2010)
  •  "Redesigned. Reengineered, Re-everythinged." (2008) ( new aluminum MacBook)
  •  "Meet the best iPods ever." (2007) (redesigned iPod line.)
  •  "Twice as fast, for half the price" (2008) ( iPhone 3G.)
  •  "The fastest, most powerful iPhone yet." (2009) ( new iPhone 3GS.)
  •  "This changes everything. Again" (2010)( iPhone 4)



 For all of us, "everyone", "rest of us", can do "everything" / "anything"
  •  "Macintosh-the computer for the rest of us."
  •  "The all-in-one for everyone."( iMac revision of early 2009)
  •  "Everything2" (2006) (MacBook with Intel Core 2 Duo)
  •  "The notebook for everyone. Now with more speed, power, and battery life." (2010)( updated MacBook)
  •  "There's An App For Everything" (2010)( iPod and iPad)
  •  "A little video for everyone." (2007) ( third generation iPod nano)
  • "There's an app for just about anything"(App store)

 "World's best"
  • "Why Apple II is the world's best selling personal computer"
  •  "The world's fastest computer" (2003) (Mac pro, power mac)
  •  "The new MacBook Air. Better graphics. More storage. Yet still the world’s thinnest notebook." (2009)
  •  "Meet the best iPods ever." (2007)( redesigned iPod line.)
  • "The world's most advanced operating system. Finely tuned."(mac osx)
  •  "The best Windows app ever." (2003) used to promote iTunes on Windows



Newest slogans of Apple (2010)
  • "Redesigned in a very big way." New all-aluminium unibody Mac mini
  • "The fastest, most powerful MacBook Pro ever. Times three."  Apple.com: new MacBook Pros.
  • "The notebook for everyone. Now with more speed, power, and battery life." Updated MacBook
  • "The next generation of MacBooks."New MacBook Air
  • "Mac. To the power of 12." 12-core Mac Pro.
  • "The first music player that talks to you. Now in five colors." iPod Shuffle
  • "Game on. And on. And on." iPod touch.
  • "There's An App For Everything" The iPod and iPad
  •  "Meet your new personal trainer." nike+ ipod
  •  "This changes everything. Again"  iPhone 4 
  • iPad 2 (2011) (from apple.com)


-Focus on new generations of the same product, how the newer the better
-How apple products can do everything and is for everyone

2011年3月27日 星期日

MacWorld Expo & Apple Expo


  

Macworld Conference & Expo
  • Draws  large gathering of media representatives and spectators
  • Tradeshow with conference tracks dedicated to the Apple Macintosh platform
  • held annually in the United States
  • Since 1985
  • Apple announced that the 2009 Macworld Conference & Expo would be the last in which the company participates
  • The expo continues without Apple
  • The show has also taken place in other cities: Tokyo, London, Paris
  • Platform to introduce new products and for special annocements
    • 1998
      iMac, PowerBook G3.
      1999
       iBook, QuickTime TV, and AirPort.
      2000
      Mac OS X's Aqua user interface
      introduction of the Power Mac G4 Cube.
      2001
      iTunes and the PowerBook G4, (Apple's first widescreen portable)
      2002
      iMac G4.
      2003
      Safari web browser, AirPort Extreme, 17 and 12-inch PowerBooks.
      2005
      Mac Mini, iPod shuffle, and iWork.
      Announced Macworld On Tour, a series of small conferences in various North American cities.
      2007
      iPhone,  Apple TV (originally called by its code name iTV)
      Announced a change of name for the company from Apple Computer, Inc. to simply Apple Inc., reflecting its longtime focus on the user experience as opposed to the technology behind it.
      2008
      Macbook Air
      Time Capsule device for use with the Time Machine application in Mac OS X v10.5, "Leopard", iPod Touch updates
      2009
       iLife '09, iWork '09, and the new 17-inch unibody MacBook Pro with built-in battery,
       iTunes would begin to sell all music DRM-free


      http://en.wikipedia.org/wiki/MacWorld_Expo
Apple Expo 
  • European annual sales conference and technology exposition held by Apple Inc. 
  • Features over 250 exhibitors 
  • Apple :main exhibitor
  • Viewed as the European counterpart to MacWorld Expo 
  • Stop relasing new products every year
  • Canceled in 2008
  • Apple said it would not participate in the Paris expo at all, saying it would be participating in fewer trade shows.
http://en.wikipedia.org/wiki/Apple_Expo




Apple's explanation/ annoucement: Last Year at Mac World
(Reason for scaling back on trade show) 


"Apple is reaching more people in more ways than ever before, so like many companies, trade shows have become a very minor part of how Apple reaches its customers. The increasing popularity of Apple’s Retail Stores, which more than 3.5 million people visit every week, and the Apple.com website enable Apple to directly reach more than a hundred million customers around the world in innovative new ways..."


http://www.apple.com/pr/library/2008/12/16macworld.html



"...人們已經把Macworld當作一挖掘好產品、參加專業發展培訓和培養個人以及專業網絡的途徑。” - IDG (2008)
http://www.weiphone.hk/news/2008-12-18/177040.shtml 

2011年3月11日 星期五

Gender




 2007

  • Main characters: PC & Mac are both male
    • working/ representatives: male
    • knowagle
    • the way Mac passes file to PC, is with confident, equal status
    • both stands straight equal in status
    • PC: leads the female
    • PC: representation of men, cannot loose his pride, still says "amazing" after being point out by Mac
    •  
  • Female supporting role,  steroptype: magician assistant
    • sexy  in her clothing
    • well dressed
    • feminine poses
    • body language as she pass the file to PC
      • "S" pose, bows
      • like she is serving him, lower status
    • supporting, not important, assistanting man (PC)
    • image of , not having much knowlege 
    • doesn't speak
    • good smile -> like a servant
    • act in concert with what PC says, follows him
    • feminised image




  • View
    • We as the male character (small screen)
    • Female as the main character 
  • Feminine touch 
    • femlae touch on her on hair, neck
  • Sweet smile
  • Clothing
    • Male: shirt
    • Female: tank top, well dress, pretty -> female streotype, feminised image
  • Voice
    • female: rather sweet and cute voice -> sterotype of the "girlfriend"
    • male: normal/ nothing speical
  • Male only shows face, but female shows part of body 
  • Female's gaze: admire? love?




  •  Male dominates
    • main character
    • Voice over
    • Even what tv shows
    • men's own private space
      • big house
  • Male pose of power
    • hands in pocket 
    • hands on sofa's top
  • TV
    • shows movie
    • main male character teachers guitar in an agrressive way
    • in movie, that male character enjoys success at the end -> sterotype of successful man

2011年3月10日 星期四

Globalization


How does apple effect globalization

Consumption  


Communication and electronic network
  • Apple Retail Store: 11 countries 
  • Website options: 100+ countries
    • language differences
  • Online store: access in 37 countires
    • 24 hrs, no time difference - no matter where you are, when it is, you can access if anytime
  • Information about apple can be easily known in many parts of world
  • Products can be purchase easily through web or stores
  • iTunes
    • consuming through internet, world wide
Production line
  • Factories 
    • LED assembly line: sharp corp. (JAP) mie
    • 聯建科技 (china)
    • iphone/ipad:  foxconn (china)  
  • Design: america
  • Manufacturing/ assembly process: china
  • Not restricted to one region, prodution line distrubted all over the world, globally  




 How does globalization effect apple

  • international market management: global decision making
  • production network geared towards global competition

Product
- Interface: Use of Icons, intead of text
- e.g. "+" ,"  - "
- international langauge  
- software: different language choice (chinese (simiplified/tradtitional), enlgish, french, spanish...)







Economic
  • Apple: listed company
  • Decision of establishing factories in different parts of the world
    • effect the economy of the chosen countries
Political


Cultural
  • Forms a "global brand"
    • people over the world have same feeling/idea when they notice the brand - apple
  • Effect on lifestlye 
  • Change of usual practice - everyone who uses apple products, regardless culture/ nationality
    • effect traditional/ historical pratices
    • e.g. the common practice of "playing" with iPhone on public transport
      • the apple culture
      • of no cultural background
      • apply globally

-global/ local culture


-information technology: long distance 

-international market management: global decision making
-production network geared towards global competition