I wanted to love Apple Music, I really did. It had all the potential in the world, and with all the hype surrounding the WWDC keynote, I watched with cautious optimism. Ultimately, though, I was disappointed. Here’s why.
As a professional game developer, the big news coming out of Apple’s WWDC keynote wasn’t Swift or iCloud Drive — it was Metal.
In an onstage demo, Epic showed off the power of its Unreal engine after it had been modified to make use of this new Apple framework. Hundreds of fish reacted dynamically to a finger drawn on the screen. Leaves were shaken from a tree, and butterflies flew through the screen.
It was a very pretty demo. But what does it mean for the games you’ll be playing on your iOS device?
Last week, I published an opinion piece proposing that Apple open a corporate museum. It was also published on Forbes.com. The story started trending by Sunday evening. Then somewhat amusingly, it got buried first thing Monday morning by the wall-to-wall coverage of Ashton Kutcher, who’s to play Steve Jobs in an upcoming indie film. To be honest, I really wasn’t all that amused.
I live on the east coast, but I have been to Silicon Valley twice; visiting Apple’s mothership was a must-do for me.
Perhaps you feel the same way. It’s exciting for us fans, though all you can really do is park, take pictures out in front of the main 1 Infinite Loop building, and the Apple sign near the street, then visit The Company Store. It’s a special treat as they don’t sell Apple devices, they sell logoed items not found anywhere else. I don’t know if I would go so far as to call my visit a pilgrimage, but it was a top priority for me, if I was going to be anywhere near Silicon Valley.
Stephen Fry, brilliant comedian, wonderful actor, and bon vivant just posted this in his Twitter feed:
As a fellow raconteur it’s painful to have to confront Mr. Fry with this fact, but he’s being a total idiot.
He’s in good company—most of the Mac universe is in the midst of a massive propaganda campaign, trying to convince itself and the universe that the cognitive dissonance they are feeling at this moment isn’t real.
So you’re going to see some good people, like Mr. Fry, who happen to love their Apple products very much, say some horrible things because they don’t actually understand how to reconcile the beauty and grace of their wonderful Apple products with the unvarnished, verified truth of how they are produced.