John Martellaro has been writing about computers in print since 1980 and on the Internet since 1996. He is a former U.S. Air Force officer and has worked for NASA, White Sands Missile Range, Lockheed Martin Astronautics, the Oak Ridge National Laboratory and Apple. At Apple he worked as a Senior Marketing Manager, a Federal Account Executive and a High Performance Computing manager. John is currently the Senior Editor for Analysis and Reviews at The Mac Observer. He earned his Masters in physics from the University of West Florida. Follow him on Twitter at @jmartellaro
People love the Apple history, story and drama. So tech writers become gossip columnists. If one writer successfully creates a lot of excitement, others panic that a sober assessment will fall flat. As a result, we get the Apple "echo chamber."
With a flood of set-top boxes looking to compete with Apple TV, what will the company offer as an alternative?
Apple's whole is unlike anything else on the market, and can always deliver a sensational quarter.
More than any other company, Apple believes in making tools that add to our lives and, in turn, help us be productive. The right question to ask is: just what is the next innovation that will do that?
The early thinking about Apple's CarPlay doesn't even begin to size up the long-term prospects and payoff for Apple.
Before Apple announces a new product, there's lots of speculation. That's interesting and fun -- so long as you remember Apple is doing the innovating.
Barnes & Noble doesn't need to depend on its Nook to become a great bookstore once again.
Years ago, Apple battled Microsoft for the business of corporate America and generally lost. In time, Apple moved on to become the darling of consumers. So how did Apple get where it is today?
Analysts want Apple to increase smartphone unit share because that puts money in investor pockets. However, Apple CEO Cook has another, more important, agenda.
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