Apple Now the World's Most Valuable Brand, Knocks Off Coca-Cola 208
cagraham writes "According to consultancy firm Interbrand's latest 'Best Global Brands' report, Apple is now the world's most valuable brand, with an estimated worth of $98.4 billion. Since Interbrand began issuing the report in 2001, Coca-Cola has previously always claimed the top spot, but fell to third place this year, behind both Apple and Google. Tech companies now make up six of the top ten brands, but only 12 of the top 200. The report comes a week after Apple reported record sales numbers, moving 9 million iPhone 5s and 5Cs during their opening weekend."
Figures (Score:5, Funny)
Now that those brand-names raise only bile for me when I hear them, it figures the accountant class would value them.
Re: Figures (Score:4, Funny)
I think you need to retake anatomy. You've got the wrong part of the digestive system for bile.
Stock trending down (Score:2, Informative)
that's weird since Apple's stock is trending down over the last year, and coke is trending up .
Re: Stock trending down (Score:5, Insightful)
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Mod parent up.
There is only a loose correlation between good companies and good stocks. You might find the best company in the world but if stock is overvalued then the stock is lousy. Apple has long been priced based on very high earnings (i.e. profit) growth. It is not so much that Apple is declining but their competitors are catching up.
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And they're running out of room to grow without a new transformational product.
At this point a lot of the smartphones they're selling are just replacing the previous smartphone sold by apple 2 years ago. That's fine but it's not massive growth, or entering a new sector, so the price is going to reflect the expectation that they're not going to suddenly start selling 100 million new devices a year.
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Nope. Stock is trending down becasue there has been no innovation, and no Steve Jobs: whom the media loved*.
Apple's stock is very much emotional based, and based on Steve Jobs vision; which he often delivered on.
'It's concerns about margins' is what Apple* says to try and prevent a whole sale cash out.
IMHO Cook doesn't have what it takes to ignore the board run off and then get people together to create something captivating. Then make people wan't it and feel special when they get it.
Apple is loosing marke
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Valuation of intangible assets like a brand is (big surprise) very subjective. It's typically based on a combination of management data, management estimates, and extrapolation by the valuation consultants. Most likely it's primarily based on some estimate of how much of a premium Apple gets to charge it's customer for it's brand by carving that piece out of their margin and then extrapolating the income from that brand-distinction out into the future. Then they'd take that whole amount, then present-value
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that's weird since Apple's stock is trending down over the last year, and coke is trending up .
Interestingly it's trending down if you look at the past 12 months, but up if you look at the last 6 or 48 or more.
If you look at a 5 year trend it's constantly up until a huge bubble for the first three quarters of 2012. Anyone remember what that was about?
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Specifically it starts 1 year after Jobs death, about the time it takes the previous CEO's momentum to start to wear off.
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...emotional responses from "investors"...
Did they figure out a way to program emotion into those automated trading apps?
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They can program in anticipated herd activity, which is the emotional response for most stock professionals.
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Yes, actually*. However more to the point, the market often moves made and media cheer, not value of products.
We see it all the time, sop I have no idea why you think emotions aren't involved in a game where even the most experienced players are guessing the vast majority of time.
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"In the short run, the market is a voting machine but in the long run it is a weighing machine." - Benjamin Graham. Father of fundamental stock analyst, teacher and inspiration to Warren Buffet.
At the rate they are going..... (Score:5, Funny)
Re:At the rate they are going..... (Score:4, Funny)
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"In Jobs We Trust"
Not since 2007, unfortunately.
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Which is why brands like Apple and Coke are actually quite worthless to anyone but themselves. Imagine if Christianity decided to create New Jesus. It would fail as hard as New Coke. It's a great brand for selling more Coke, but useless for almost any other purpose.
This also means that those brands are potentially quite weak. If people ever go off Coke that's it for them. Apple could probably re-invent itself with a new line of products, if they can find someone to do it now Jobs is gone.
Brands that are not
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Re:At the rate they are going..... (Score:4, Informative)
I'd love to run a company with "distant" second numbers like this:
http://en.wikipedia.org/wiki/Major_religious_groups [wikipedia.org]
Why don't people just Wiki something first.
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That's an incorrect statement, easily refuted by checking Wikipedia [wikipedia.org] or a Google search [google.com].
At first I was skeptical. There are 234 million [census.gov] adults in the United States, of whom approximately 44% [nationmaster.com] attend church regularly; so you're guessing that more than 103 million Apple devices have been sold in the US? Apple, Inc. has been around since 1976, so you may be ri
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Apple has sold over 600 million ios Devices.
I'm sorry, you were saying?
Remember CEO Sculley? (Score:2)
They might the most valuable, but they still suck (Score:2, Insightful)
Having had to go through the process of creating Apple IDs and using false information*, not to mention the harassment Apple foists upon people who use their phones, and now finding they've automatically shoved out iOS 7 on new phones with no way to downgrade**, all I can say is their user experience just plain sucks.
If you wanted people to choose a title and phone number, why wait until they're installing an app to prevent them from continuing until they provide the information?
If they wanted people to cho
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Re:They might the most valuable, but they still su (Score:5, Informative)
Here's a better question: why doesn't iOS 7 work with iOS 6 compatible apps?
That officially rules Apple out of being "the new Microsoft:" Microsoft has never been dumb enough to break existing apps on their OSes. If there's one thing Microsoft deserves credit for, it's the ridiculous extents they go through to make sure old apps keep working.
Apple is the exact opposite way: if you allow Mac OS X to upgrade your iOS development environment, you will entirely lose the ability to target anything except iOS 7. There is no way to go back, other than to find "pirated" sources of older versions of Xcode. (Xcode is free, so "pirated" isn't quite the right word here, but you know what I mean - sources that don't use the Apple app store.)
Re:They might the most valuable, but they still su (Score:4, Informative)
if you allow Mac OS X to upgrade your iOS development environment, you will entirely lose the ability to target anything except iOS 7
No. It's just that the new default is to build armv7(s) + arm64, and arm64 is not supported on previous iOS versions. Build for 32 bits architectures only, and you will be able to choose older targets.
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Here's a better question: why doesn't iOS 7 work with iOS 6 compatible apps?
That officially rules Apple out of being "the new Microsoft:" Microsoft has never been dumb enough to break existing apps on their OSes. If there's one thing Microsoft deserves credit for, it's the ridiculous extents they go through to make sure old apps keep working.
Apple is the exact opposite way: if you allow Mac OS X to upgrade your iOS development environment, you will entirely lose the ability to target anything except iOS 7. There is no way to go back, other than to find "pirated" sources of older versions of Xcode. (Xcode is free, so "pirated" isn't quite the right word here, but you know what I mean - sources that don't use the Apple app store.)
While I agree with what you are saying, it is possible to install older versions of XCode right from the Apple Developer portal. In fact, I have XCode 5 and 4.6.3 installed both on my machine right now. I am using both actively, as I need to fix bugs for my client who is stuck at 6.1, and also work on making the app usable for iOS 7.
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iOS 7 seems to be one of there buggier releases. So I wouldn't be so quick to blame a vendor.
Of course this all depends on what 'plenty of time is'. For it to be 'plenty of time' it need to be a year, min.
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Their status as the new Microsoft has been cemented by the fact that you may find them completely unresponsive to and unsuitable for your needs, but you bought them anyway.
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Hear, hear. Damn them for not being able to accommodate every possible obscure need and edge case!
Are you really just now discovering that "they've automatically shoved out iOS 7 on new phones with no way to downgrade"? You mean, they are SHIPPING NEW DEVICES with the new OS, just like they've done the previous FIVE TIMES -- i.e., EVERY TIME -- they've released a new model?
If you really, really, really needed devices with iOS 6, you had 10 days between the announcement of the 5c/5s and the first availabilit
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What does filling out information on a web page have to do with using a device? It doesn't except for the fact one has to fill out the information to use the device.
Expect Apple doesn't force you to upgrade your iOS, and you can downgrade for a limited time frame, and could have restored from a previous backup.
I received a new phone today which is running iOS 7. There is no way for me to p
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Buying a new phone with the latest release is not getting an UPGRADE.
If you had a phone before iOS 7, then you could upgrade that or not.
That pretty god damn stupid to call a new phone with anew OS 'upgrading'.
"consultancy" (Score:2)
No need to "estimate" Apple's worth. You just multiply the number of outstanding shares by the stock price and you get the exact value of the company according to the "free market".
However, since Apple's stock is down almost 1/2 in the past year, I don't see how it's possible that suddenly in September of 2013 Apple has become the world's mo
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The value of the brand does not equal the market cap of the company.
Basically, the value of a brand is the difference in price between a generic product and a basically identical branded product. For example, a generic 2-button blazer goes for about $120, whereas Brooks Brothers brand goes for $650, making the value of the Brooks Brothers brand $530. Multiply that by the estimated size of the market, and you have an idea of what the value of the brand is.
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You're conflating price and value.
The value of the Brooks Brother blazer is not $530 more than the generic one. The price is $530 more.
Ask someone who owns a Galaxy S4 or a Asus Nexus whether the Apple brand on the competing device is worth more.
No, if you're talking about the "value of a brand" it's basically marketing, nothing more.
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No, if you're talking about the "value of a brand" it's basically marketing, nothing more.
Absolutely. My point is that you can measure it by noticing how much more people will pay for an identical product just by slapping the label "Brooks Brothers" on it.
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So then we agree that saying the Apple brand has greater value than some other brand is just marketing?
OK then.
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The value of the brand is held by the brand owner, not by the customer. If someone actually pays $650 for a $120 blazer because it came from Brooks Bros, the value of the brand was indeed $530 to brooks bros.
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IF someone actually pays $650 for the blazer.
So we're right back where we started: How well is the company doing? I sell PopeRatzoTM brand vodka, which is made from fermented canned fruit cocktail. It will get you smashed, but it causes permanent brain damage. I charge $40,000 for a pint. I have yet to sell any.
So my vodka is $39,994 than the cheap stuff in the liquor
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So, according to your methodology:
Apple Market Cap: 433.10B
Coca-Cola Market Cap: 167.93B
Oh by the way, I've discovered this great company that literally doubled its value over the past 12 months!!! You really should check it out before it takes over the world.
http://finance.yahoo.com/echarts?s=NOK+Interactive#symbol=NOK;range=1y [yahoo.com]
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I should hope that Apple's market cap is greater than Coca Cola's.
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Still, as the article shows, "brand value" goes right back to Interbrand, which along with Millward Brown, seem to be the only source for this number.
It's circular. brand value is what Interbrand says it is. Interbrand is a "consultancy" that companies pay to tell them what their brand is worth.
But how does Interbrand determine this value? Here's what they say on their website:
Terrible Headline (Score:2)
"Brand" and "Knock-off" should be carefully used in the same sentence.
For 10 seconds I thought that Apple was branching off and selling some new cola that tastes like Coke(tm).
From #00FF00 to #FF0000 (Score:2)
First we get the ultrasaturated green in iOS7, and now blinking squares of ultrasaturated red to obfuscate what would otherwise be fully detailed in a table.
There's a reason that everyone hated the blink tag and MySpace. It appears the design philosphy is, however, alive and well in marketing.
For those who would prefer not to burn their eyes out: http://www.interbrand.com/en/best-global-brands/2013/top-100-list-view.aspx [interbrand.com]
I'm sure I didn't select SlashBI. (Score:2)
How did this SlashBI trash get into a main channel here?
Oh, "Apple". Never mind. Carry on.
The American dominance doesn't surprise me (Score:3)
but where are the Chinese?
Meh (Score:2)
Don't care either way. I prefer Pepsi.
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That was a bit more powerful in the context of the personal computer revolution.
Today, it sounds empty. A bit more like "Do you want to sell sugar water for the rest of your life, or do you want to come with me an sell premium personal electronics?"
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Re:Obligatory Steve Jobs quote (Score:4, Insightful)
Re:Obligatory Steve Jobs quote (Score:5, Insightful)
Giving apple credit for things they didn't do is pretty much the point of an apple fan.
Re:Obligatory Steve Jobs quote (Score:5, Insightful)
There's many things that Apple might not have invented, but did nonetheless popularize.
I'm certainly not going to defend everything they've done as awesome -- but before the iPod came about, you probably couldn't explain to most people what an MP3 player was or why you'd want one.
And before the iPad came out, I doubt many people had ever even seen tablets because they were extremely specialized niche products. I know for a fact I'd never seen one, and you certainly couldn't walk into Best Buy and get one.
Apple hasn't made their money by inventing things in general, but in making a solid product with a really good user experience -- which in a few cases took the market by storm and established that there was widespread consumer demand. And I think that's what being valued here -- the brand recognition and awareness.
And in periodically having to work with stuff that has a terrible user experience, I wish more companies tried harder at that.
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Re:Obligatory Steve Jobs quote (Score:4, Insightful)
Apple's strongest point for the last two decades has been a marketing staff second to none in the world. They've managed to convince millions of people that their proprietary GUI was somehow the best "user experience" possible on all platforms and that their hardware was somehow superior to any other premium brand, while at the same time proclaiming that limiting customers' choices to only those that would make the company money was exactly what consumers wanted. If Edward Bernays were still alive he would work for Apple.
The biggest mistake the NSA has made in their current debacle is not hiring the Apple marketing staff. People would be begging the agency to spy on them.
Re:Obligatory Steve Jobs quote (Score:4, Insightful)
Or some people just like their stuff, marketing or not. I like the build of the notebooks. Why? Strong hinges, metal body, solid keyboard. It doesn't take a marketing department to convince me, just a few mins with the device.
Re:Obligatory Steve Jobs quote (Score:4, Interesting)
Ditto that. Even though I'm on Ubuntu right now for certain pieces of software, if I had intended on doing nothing but browse the net I would have booted into OS X because it's such a seamless experience. Even if I stopped using OS X completely I'd still buy Apple hardware. I have an HP laptop that goes with me in higher risk mobile situations (where there's an increased risk of it being broken/stolen) and damn does it feel cumbersome to use, even when running the same OS and software. I have to type slower, too.
I understand the marketing claims about Apple. My g/f loves her iPhone and when she saw the 5c announcement she got all giddy b/c of the prospect of getting a pink and green iPhone. Then she saw the 5s and it's fingerprint thingy and she was completely sold on that. But I have to admit, I like her iPhone more than any Android I've tinkered around with. I have a dirt-cheap flip phone because I don't text or Facebook or any of that shit those damn kids who won't get off my lawn do (no matter how loud I yell), but if I ever do decide to buy a smartphone it'd probably be an iPhone. It's not like my carrier charges any higher for iPhone data vs. Android data, and data charges are where the real costs are. Sorry Windows Phones, you don't even get my consideration.
Anyway, back to the point, just because some people buy Apple products for the fashionable factor doesn't mean that all people do. The brilliance of Apple products since 2001 has been the ability to package everything a geek wants into something the tech illiterate can use and crave. Nothing epitomizes this more than OS X.
Re:Obligatory Steve Jobs quote (Score:5, Insightful)
Everyone who used Napster and had MP3s on their computer knew what an MP3 player was. What held back early MP3 players was the inability to easily sync your music collection and playlists on your PC to the MP3 player. All the other MP3 players were competing on features. Apple correctly surmised that how you used it was equally if not more important than what you could use it for. The first iPod was non-competitive in terms of features ("No wireless. Less space than a nomad. Lame."). But by incorporating it with iTunes they "solved" the sync problem, and turned the MP3 player into a device the 95% of people who aren't tech geeks could use. And that's when MP3 player sales took off.
Actually you could. I bought and set up a Thinkpad X60 tablet for a client who'd seen one and wanted to use it as a portable monitor and data entry computer around his veterinary clinc. It was 3.5 lbs, about an inch thick, and could take both pen and finger input. It was bulky by modern tablet standards, but still very usable in the intended application. The client was very happy with it, and it led to me getting a tablet PC as well.
The catch was it cost $2500. Microsoft and Intel knew from the early 2000s that there was a tablet market. But Microsoft being heavily vested in Windows and Intel being heavily vested in high-end CPUs, they tried to shape the tablet market in their image - one where tablets ran Windows and used high-end CPUs. Consequently they were ridiculously expensive (which was kinda the whole point - more profit for Microsoft and Intel). You saw a similar thing when netbooks showed up. Microsoft/Intel panicked at people buying these cheap computers which didn't use Windows nor Intel CPUs. In response Microsoft came out with Windows Starter, and Intel came out with Atom CPUs, and successfully brought the netbook market back into their fold.
The problem is, when the market is demanding a low-price tablet, and you are working your ass off to prevent a low-priced tablet from entering the market, that pent-up demand creates a huge opportunity. Which is what Apple tapped into with the iPad. It wasn't that there was this huge untapped market nobody knew about that Apple was smart enough to see. It was that Microsoft and Intel had been actively steering manufacturers away from that direction for a decade. Apple (which was no stranger to non-Microsoft OSes and non-Intel CPUs) wasn't as easily dissuaded and put out a (relatively) cheap tablet which didn't rely on Microsoft or Intel. If the iPad hadn't been released, Archos probably would've stumbled into the same tablet market. They made a Linux-based portable hard drive with a screen and touch interface for storage, but the screen kept getting bigger, and they kept adding more apps to increase its functionality.
Re:Obligatory Steve Jobs quote (Vote up) (Score:2)
That is one of the best descriptions I have read. With all the positive aspects of what Apple did and didn't do. Good work.
You are probaly just missing the iPhone part though, but I guess everybody knows that already. The iPad always running into trouble and getting more delayed, but parts of an early version became a prototype of iPod touch which started to look like a phone and would be really simple to add phone functionality to, so they did. Plus the american market was in the iron grip of the carriers,
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When it comes to the iPad, I think timing was really key. Those early Microsoft/Intel tablets were really jumping the gun -- the technology just wasn't there yet, at least not at commodity prices. Also, I don't think that Microsoft "brought the nextbook market back into their fold" as much as it got taken over by iPads and Android tablets.
I agree that someone else would have come to dominate the tablet market if Apple hadn't released the iPad, but what was key about the iPad was the same thing that was so i
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I'm certainly not going to defend everything they've done as awesome -- but before the iPod came about, you probably couldn't explain to most people what an MP3 player was or why you'd want one.
iPod release date, October 23, 2001. The original Napster was shut down in July 2001, with a peak registered user base of 80 million. I suspect most of them thought, "I wish there was a way to take this collection of music with me, just like with cassettes or compact discs." I'm not saying that Apple wasn't instrumental in popularizing MP3 players, but they didn't create the market, or the desire in people.
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I'm certainly not going to defend everything they've done as awesome -- but before the iPod came about, you probably couldn't explain to most people what an MP3 player was or why you'd want one.
Ignoring Napster and WinAMP for a moment what really made MP3 players popular was that the cost of 1.8" hard drives and later flash memory got to a point where they were affordable. Apple got there a little ahead of the game because they could get away with really high prices for a premium product, where as everyone else had to compete without the Reality Distortion Field.
Apple hasn't made their money by inventing things in general, but in making a solid product with a really good user experience
Slick interfaces with lots of shiny a slidy things, but really they have always had major usability issues in the first generation. Well,
image capture (Score:2)
It was IBM who "popularized" the PC among the ranks of accountants and economists and statisticians and MBAs who never felt the magic of the cramped Apple II keyboard or the 40 column display with no lowercase letters. These dullards constituted a far larger market than Apple commanded until the distant dawn of gadget manna.
For the tablet, some company that loomed large in the public imagination needed to step up and off
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on IOS you can buy tomtom, garmin, navigon and other apps that download maps to your device so you don't need a cell signal.
i've used navigon on an iphone 4s and it was accurate enough to know which lane of traffic i was in
Google Maps is awesome, but it sucks on android. every android phone i've used had crappy GPS where it wouldn't work unless the phone was on the windshield. and this includes the hyped and magical galaxy s3
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but you can use a bluetooth gps receiver with the cached maps (or a gps accessory designed to plug into the device's connector port, but then you're stuck when they switch to a new connector...)
Yes, but for most people... (Score:2)
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I'm guessing you don't carry your Garmin with you everywhere you go.
Like most people, my GPS lives in the car. I don't lug it around when I'm not driving, I leave it in the car. What possible reason would I have to carry it with me at all times?
I like that my GPS has a large screen that's easy to read in sunlight. I love that it has a loud clear voice that can even integrate with my car stereo. It doesn't require a data plan, and doesn't run down the battery on my mobile.
The advantages of a dedicated device in this case are enormous. Sure, your phone might be "good enou
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Obviously model matters, but I stopped using a dedicated GPS specifically BECAUSE of time to acquire a signal. Granted both of the dedicated GPS units I bought are now quite old, but I needed a new cell phone anyway so I didn't really feel it was worth the extra money to keep buying newer dedicated GPS units.
My phone gets help from cell tower triangulation that jump starts the more accurate GPS acquisition. Neither of my dedicated GPS units have that. This really hits home when not wanting to spend extra fo
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a phone is no replacement for a proper GPS.
Yes, and didn't we just recently have an article where some state had made it illegal to use your phone as a GPS in a motor vehicle?
Not to mention, a good in-dash GPS is going to have inertial navigation as a backup, and your phone is not, although it does have accelerometers, they tend to be too cheap to be of much use for inertial navigation.
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Phones lock on to GPS a lot faster than a stand-alone receiver does because they can download the almanac over the mobile network or wifi, instead of having to receive it from the satellites. It takes 35 seconds to transmit from the satellites so even assuming perfect reception that is the minimum time to first fix from cold.
You can run much of the same navigation software on your phone too, including iGo and TomTom. You have a wide choice of apps that support offline maps. They make phones with daylight vi
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As far as the Oregon goes, I think it was a pretty good device for what I paid ($200). The maps that came with it are terrible (and that's being nice, even the few roads they do have on the base map are extremely inaccurate). but you can get free maps from OpenStreetMap that can be easily loaded onto it with a little bit of Googling. The
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The 5 and 5s have the exact same dimensions so cases are interchangeable.
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Giving all the credit is incorrect, but they deserve quite a bit of it. To this day I know relatively few people who ever owned a stand alone GPS, as compared to almost everyone I know having a smartphone with a built in GPS. Also, every GPS I have ever seen was unable to recommend and locate a particular restaraunt, google for further inform
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And I think of the wonders XEROX brought to us every day when I fire up my Star and telnet about the Internet.
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Wasn't Palm Pilot created by engineers who had worked on the Newton?
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given that the largest manufacturer of phones at the time was already on the market with real gps enabled phones when apple was announcing it's first phone with what fanbois at the time called "virtual gps"...
that's the thing. they didn't invent the smartphone. they didn't invent mapping. had nothing to do with gps. nothing to do with battery technology. nothing to do with chip fabs. everything to do with sweaters and BRAND recognition, so this title is fitting for them.
but just like ford didn't invent the
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> given that the largest manufacturer of phones at
> the time was already on the market with real gps
> enabled phones when apple was announcing it's
> first phone with what fanbois at the time called
> "virtual gps"...
I'd rather have Google Maps as it shipped on the original iPhone with just cell-tower triangulation, than a "real" GPS and the shitty-ass, small-screen maps that came with Nokias and BlackBerries of the day. Apple's #1 innovation was doing things that didn't suck out loud. Ever use
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UnknowingFool said
That sounds like sour grapes to me. Apple is one of many companies that has helped change the world with their "electronic devices". Just ten years ago, the average person would have to look up directions at home, or consult a paper map, or stop and ask for directions if they got lost. These days they pull out their smart phone and do the same thing. Sometimes they don't even need to key in anything and just use voice commands.
Hmmm... at least you have the right username.
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10 years ago we had mapquest, and thats not because of what Apple did. Id argue that the "omnipresent information" youre talking about is far more due to what Google did than what Apple did.
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Re:Obligatory Steve Jobs quote (Score:5, Funny)
I think it's quite obvious he didn't.
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The mobile computer revolution will make the personal computer revolution look like the minicomputer revolution.
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So, this was about metaphorical versus literal sugar water?
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"Do you want to sell sugared water for the rest of your life? Or do you want to come with me and change the world?"
Do you want to sell squared circles for the rest of your life? Or do you want to come with me and resale them from Samsung?
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Samsung doing better than Apple doesn't mean they are dying, it just means Samsung is doing better. Full stop.
Quotes like this add to the 'Apple is Doomed' mantra.
Apple makes more profit from smartphones than every other manufacturer in the world (including Samsung) combined. Raw marketshare by selling low-cost devices isn't Apple, evident by the pricing of the 5c.
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Most other companies will give you a cheaper option. Apple just did that with their phones for the first time, and seems resistant to options in general, in both their hardware and software. It's not better, it's just different. If you don't have a lot of money but still want a laptop or phone, it's most definitely not better.
Our chief weapons are... (Score:2)
Customer Support, Quality, User Interface Design and Application Development. Those are the four things that Apple does right.
...and good industrial design. Our *five*...no... *Amongst* our weapons.... Amongst our weaponry...are such elements as customer support, quality.... I'll come in again.