Apple seems friendlier these days. But at what cost? Photo: Roberto Baldwin/The Next Web
Apple sure is looking friendlier these days.
This year’s Worldwide Developers Conference was geekier, more welcoming and less locked-down than any in recent history. Apple also bid farewell to Katie Cotton — the much-feared queen of PR, whose frosty relations with journalists made her only slightly less terrifying than an angry Steve Jobs — with a call for a “friendlier, more approachable” public relations face to warm up the company’s relationship with the press.
“For the past few years it’s felt like Apple’s only goal was to put us in our place,” Panic’s Cabel Sasser recently tweeted. “Now it feels like they might want to be friends.”
These recent moves represent a major change in the way Apple does business, even as the company sits atop a $150 billion war chest amassed thanks to innovative products, ruthless leadership and heavy-handed policies that fostered a culture of secrecy and utter domination. But in a world where it’s drummed into our heads that nice guys finish last, does Apple’s approach risk killing the company with kindness?
Apple unveils Metal, a promising new tool for game developers, at WWDC 2014. Photo: Roberto Baldwin/The Next Web
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?
Overkill: Samsung's rugged SD cards laugh in the face of, well, everything
It’s hard to imagine a scenario where your SD cards would need to be “waterproof, shockproof and magnet proof,” but Samsung has gone and made some ruggedized cards anyway. Available in several speeds and sizes, the brushed metal cards will look as good out of your cameras as they will in it.