Welcome to My Blog

Foxconn acquisition team “went berserk” when they learned of potential Sharp liabilities, deal in doubt

by | Feb 26, 2016 |

sharp

Plans for iPhone assembler Foxconn to acquire Sharp, allowing it to move into making displays for future devices, now appear in significant doubt. Initially reported in Japan as a done deal, the WSJ quickly reported that Foxconn was “delaying” signing – and the same source today reports that talks have broken down.

Sharp Corp on Friday scrambled to salvage a sale to Taiwanese electronics assembler Foxconn as its stock plunged and investors questioned whether the companies could restore trust to make their proposed marriage work after an 11th-hour breakdown in talks … 

The stumbling block is that Sharp would come with potential liabilities of around $1.3B, including potential tax claims and lawsuit awards against the company. Sharp says all this was properly reported in its accounts, but it appears that Foxconn did not have full knowledge of these risks until an email from Sharp on Wednesday,

According to a person familiar with the matter, Foxconn chairman Terry Gou received a list of liabilities in an email from Sharp on Wednesday morning, during a meeting at Foxconn headquarters in Taipei. Dozens of people were in the room and they “went berserk,” this person said.

The WSJ goes into a lot more detail for those interested, but for now it seems we’ll have to see whether or not the deal eventually goes through.

Filed under: iOS Devices Tagged: Apple Inc, Foxconn, iPhone, Sharp, Sharp Corporation, Terry Gou

Visit 9to5Mac to find more special coverage of iOS Devices, iPhone, and Apple Inc.

What do you think? Discuss “Foxconn acquisition team “went berserk” when they learned of potential Sharp liabilities, deal in doubt” with our community.

How to Write Compelling Copy: 7 Tips for Writing Content That Converts

by | Feb 26, 2016 |

Compelling_Copy.jpg

Copy is writing that sells, so by definition, it has to be compelling.

Does your copy also have to be concise? Yes. Does it have to be clear? Absolutely. Brevity and clarity will ensure that your message is digestible, which is important if you want your words to be read and understood with ease. That said, the clearest, most concise copy ever written is still a bust if it doesn’t compel its readers to act.

Compelling copy fascinates its target audience and drives them to pull the trigger on a CTA. It does this by capturing their attention, unearthing a pain they’re desperate to assuage, and presenting a mutually valuable, solution-driven call-to-action.

If your goal is to write clear, concise copy, then you can train yourself to do that. Just follow a few guidelines and, of course, practice. But if you want to write compelling copy, then you have to do a lot of research and even more critical thinking.

Let’s break it down …

How to Write Compelling Copy

Before you start that next sales email or landing page, try some of the tips below. Working through them will take some time and thought, but the effort will be worth it when you walk away knowing exactly how to frame your message to achieve the best response.

1) Get to know your target prospect.

The most effective fishermen vary their bait depending on the fish they aim to catch. They know that bass, for example, go after earthworms. Carp love corn. Crappie respond well to rubber lures. Fishermen also adjust their technique depending on the time of day, the water conditions, and the season. They soak up as much information as possible about the fish and it’s environment, ultimately using their learnings to attract and, hopefully, hook.

As it happens, marketers operate similarly, learning as much as they can about their target prospects before casting them their message. Doing so makes it easier to highlight irresistible benefits throughout their copy. Benefits that relieve ultra-specific pain points, making the offer all the more compelling to the right audience.

To accurately and efficiently isolate your target prospect’s problems (which will illuminate the benefits most fascinating to them) start by answering a series of questions about their personal background, their company and the position they hold, and their challenges, goals, and shopping preferences. In other words, create a buyer persona. As a result, you’ll amass an abundance of invaluable information that you can then use to attract attention and inspire action.

2) Exploit the psychology of exclusivity.

If you want more buzz than you can handle, make your prospects feel special. Tell them they’ve been “hand-selected” or “randomly picked” to receive your offer. Isolate them … but in a good way. Make them feel important. People love feeling important.

In fact, self-esteem, or how we view ourselves, is near the top of Maslow’s Hierarchy of Needs. That’s how important feeling important is to people. It’s a need marketers have been exploiting for decades …

In an article for Fast Company, Robert Rosenthal points us to this U.S. Marines tagline: “The Few. The Proud.” And this American Express tagline: “Membership has its privileges.”

The folks at Google played the exclusivity card, too, creating a frenzy when they launched a soft beta of Google+ and invited only a select few users to create a profile. Google’s marketing team wasn’t trying to be mean, they were trying to create desire (that compels) out of thin air. And they succeeded. Psychology’s good for that.

3) Make it emotional.

When it comes to converting a prospect, the features of your product or service will only get you so far. Why? Because features appeal to your prospect’s logical brain. And purchases aren’t driven by logic. They hinge on emotion, which explains why good commercials make us want to laugh or cry or pick up the phone to call home.

For example, Dove’s “Real Beauty” campaign was so powerful and thought provoking that it went viral before such a thing even existed. The campaign has been active for over a decade, resonating with millions of women who were left feeling empowered by its message: you are not defined by your makeup.

Dove_Real_Beauty.png

Image Credit: Ad Fuel

That sentiment created countless emotional moments. Those emotions, then, were what drove Dove’s “Real Beauty” campaign to its celebrated (and well-deserved) success.

(And when those moments weren’t compelling people to reach for Dove soap, they were driving a new social perspective, which is an entirely separate accomplishment.)

4) Draw analogies and metaphors.

A confusing or dull message is rarely compelling, mainly because people don’t pay much attention to what they don’t perceive to be valuable. If you think about it, most things in life boil down to value. It’s a potent human driver. Therefore, as a copywriter, your job is to first and foremost figure out the value in what you’re selling and then put it into clear, concise, and compelling words.

The latter is almost always harder to do. And if you’re new to copywriting, it could feel almost impossible, like trying to thread a needle while wearing hockey gloves. That’s where analogies and metaphors can lend a hand. They’re especially effective at putting concepts into perspective.

Here are a few examples of metaphorical taglines from The Houston Chronicle:

  • Tropicana: “Your Daily Ray of Sunshine.”
  • Werther’s Original Popcorn: “It’s What Comfort Tastes Like.”
  • Burger King: “Subservient Chicken.”

See how these brands combine two starkly different concepts to tell a story or create an image? You can do that in your copy, too. As long as your juxtaposition makes sense — as long as it connects the dots and isn’t trite — you’re likely doing your reader a favor by helping them experience your offer in a fresh, descriptive, and interesting way.

5) Avoid weasel words.

Weasel words are used by people who want their statements to maintain some plausible deniability. Politicians trying to avoid making any definitive comments, for instance, would use weasel words. Copywriters use them a lot, too, especially if their product’s promise is weak or loose. For example:

  • “Viva Hand Cream fights dryness.” (i.e., you might not win.)
  • “Reduce hair loss with Thick & Lush!” (i.e., you won’t cure it.)
  • “Rent from as little as…” (i.e., you’re probably going to spend more.)

These words are named after weasels because of the way the little guys eat their eggs: puncturing a small hole and sucking out the contents, leaving the egg appearing intact but, nevertheless, very much empty. Ever held an empty egg? It’s fragile and delicate, right? Given the slightest bit of pressure, if feels like it would collapse.

Is that how you want your copy to come across? Weak and listless, like ants floating in a puddle? Of course not. So avoid the weasel words when you can. Your writing will be stronger, more authoritative, and more compelling for it.

6) Create urgency.

The more relaxed and comfortable we are physically, the less eager we are to move. Nobody plops down in their favorite La-Z-Boy, puts their feet up, cracks a beer, and thinks, I can’t wait to get up. No. People don’t like moving when they’re in a comfy position.

Same goes for people in a comfortable state of mind. Therefore, if your copy leaves readers with the impression that your offer will always be there, patiently waiting for them to pull the trigger, they may use that as a justification to not convert on your call-to-action. They’ll sleep on it, consider their options, and weigh the pros and cons. And after all that, they may very well do nothing at all because you gave them the chance to talk themselves out of it.

Next time, create some urgency. Set a deadline, using time-sensitive language like “This offer ends tomorrow,” or “Last chance,” or “These savings won’t last forever.” You can also play the scarcity card, reminding them that “There are only a few seats left” or that “Supplies are limited.”

The point is to make your prospects feel uneasy about waiting. Strange as it sounds, the more uncomfortable they are, the more likely it is they’ll be compelled to act.

7) Tailor your CTA.

When you want more brown rice at Chipotle, just ask.

When you want a five and five singles back instead of a ten, go ahead and ask.

When you look at them and everything turns to color and you want to spend your life with them, ask. Ask them to take that next step with you, and maybe they’ll smile and say “yes.” Hopefully, they do.

But you gotta ask. Whether you’re at Chipotle, in line at the grocery store, or in love, if you want something, typically, you have to ask for it. Why would copy be any different? That’s why a CTA, or a call-to-action, is one of the most compelling elements your copy can possess — as long as it’s well-executed.

In other words, don’t settle for the standard “Click now” copy every time. Instead, strive to make your CTAs simple and potent; creative and forthright. Most importantly, make sure to play to your audience. For example:

  • If you’re going after an experimental SaaS audience,
    then give them a “Start your free trial now” CTA.
  • If you know your target persona to be curious and discovery-oriented,
    then give them a “See how it works” CTA.

Click here to dive deeper into these and 14 other call-to-action formulas that make people want to click.

Now, are you going to compel everyone?

You won’t. Not even close. But don’t let that bother you. Copywriting, like any craft, is honed over time. So keep failing. Keep stubbing your toes on the hurdles. That’s natural.

What isn’t natural is writing effective copy that converts. That’s where these tips and techniques can help. Practice them and, over time, you’ll steadily compel more people to take action more often. Until one day, these techniques will become part of you, engrained in your skillset.

And then you’ll be dangerous on cue.

What are your best tips for crafting compelling copy? Share them below.

free guide to writing well

FBI director admits under oath that iPhone case would set a precedent; public & Republican candidates still on FBI side

by | Feb 26, 2016 |

4096

FBI director James Comey – who had previously claimed that “the San Bernardino litigation isn’t about trying to set a precedent” – has now admitted that it would. The Guardian reports that Comey made the admission when testifying under oath yesterday to a Congress committee.

The ultimate outcome of the Apple-FBI showdown is likely to “guide how other courts handle similar requests”, James Comey told a congressional intelligence panel on Thursday, a softening of his flat insistence on Sunday that the FBI was not attempting to “set a precedent”.

Asked if it was true that police departments around the country also wanted to gain access to locked iPhones, he agreed that it was …

Manhattan District Attorney Cyrus Vance is one of those who has said his office is planning to bring similar cases to court, the Guardian reporting that he has 175 cases of locked iPhones awaiting the outcome of the FBI case.

Comey also appears to be going easier on Apple.

“There are no demons here,” said Comey, striking a more conciliatory tone than that of the Justice Department’s accusation in court last week that Apple was placing “marketing” over security.

Apple’s top lawyer Brian Sewell is due to testify before the same committee next week. Tim Cook has said that creating a tool to unlock iPhones is “the software equivalent of cancer.”

The American public, however, still sides with the FBI – though not decisively so. The latest poll (via The Verge) of just under 2000 registered voters shows that 51% say Apple should unlock the phone, while 33% think it shouldn’t (and 16% are undecided). San Bernardino victims and families of the victims are also divided.

CNET reports that all five remaining Republican Presidential candidates unsurprisingly come down on the side of the FBI, with Marco Rubio the most aggressive in his language.

“Apple doesn’t want to do it [hack the phone] because they think it hurts their brand,” Rubio insisted. “Well, let me tell you their brand is not superior to the United State of America.”

Bizarrely, this appeared to contradict a statement he made last week that Apple “wasn’t necessarily in the wrong.”

Catch up on all our coverage of the case in the links below.

Photo: Jim Lo Scalzo/EPA

Filed under: AAPL Company, iOS Devices Tagged: Apple Inc, California, Cyrus Vance, Encryption, FBI, Federal Bureau of Investigation, iPhone, New York County District Attorney, privacy, San Bernardino

Visit 9to5Mac to find more special coverage of AAPL Company, iOS Devices, and iPhone.

What do you think? Discuss “FBI director admits under oath that iPhone case would set a precedent; public & Republican candidates still on FBI side” with our community.

Overcoming Content Overload: 4 Tactical Ways to Create Content That Stands Out

by | Feb 26, 2016 |

Achieve_Content_Marketing_Success.jpg

We’re kind of having a problem in content marketing right now. You see, everyone is creating content.

In fact, according to Content Marketing Institute’s annual survey, 88% of B2B respondents are using content marketing. But this is just a statistical percentage. It gives no indication of the sheer volume of content that is being produced. 

And that volume is enormous.

With the avalanche of content, it’s hard to stand out. And it’s especially challenging when you look at your dwindling marketing budget, the burnout of your bloggers, and the massive confusion over trying to calculate the ROI of content marketing.

What’s a marketer to do? Let’s explore some options below.

4 Tactical Ways to Create Content That Stands Out

1) Do more.

One possible solution is to do more content marketing.

Yes. You heard me correctly. More.

More matters, and here’s why.

Let’s look at the simple mechanics of search engine optimization. SEO has changed from its haphazard days of link tiers and keyword stuffing, but several key facets of it have not changed.

This hasn’t changed:

  • The more content you produce …
  • The more Google and other search engines index …
  • The more likely you are to rank for certain keywords …

I’m assuming, of course, that your content is solid, authoritative, long-form content that provides value to users.

Don’t forget about Google’s fresh factor algorithm feature:

Fresh_Content.png

Image Credit: Web-sta

Newer content performs better in the search engines, leading to higher rates of organic traffic, leads, conversions, and so on. 

Plus, you have the issue of adding content that is part of the fresh algorithm:

Fresh_Content_Example.png

Image Credit: Web-sta

All things being equal, a website with more (quality) content added to it will likely perform better in search engines. But there’s the user side of it, too. You must consistently produce content on a regular basis in order to keep users interested.

If you’re putting out great content all the time, it keeps users coming back for more — assuming quality and value don’t suffer. This concept has fueled my increase in guest blogging and personal blogging. As a result, I’ve dramatically increased my output over the past 12 months, and my numbers are reflecting the change.

However, there is a dark side to the “more is better” theory. As I mentioned before, this approach only works when the quality of the content remains high. If you allow your quality, focus, and strategy to degrade, then you’ll hurt yourself in the long run.

So let’s talk about that. How do you find your successful sweet spot in a world where everyone’s doing content marketing? You can’t just do more. You have to do better.

Let me explain this …

2) Do better.

“Do better” is a rather shallow recommendation, so I’m going to give you a few tactical points that should help clarify my point. By the time you’re finished reading this section, you’ll know exactly how to do content marketing better.

First, let me get some of the “boring” stuff out of the way. I believe that you need to assess the state of content marketing in order to rise above the competition and overcome content marketing’s weaknesses.

Cue the data.

Truth: Many organizations still don’t know what a “successful content marketing program looks like.”

CMI_Data.png

Image Credit: CMI

Another truth: A lot of organizations don’t have a documented content marketing strategy.

CMI_Data_2.png

Image Credit: CMI

According to CMI’s data, the best content marketers know what they’re doing and they use a variety of content marketing methods: the “most effective” B2Bs use 15 content marketing methods, as opposed to the “least effective” B2Bs, which use 11. 

Ask yourself these questions:

  • Do you know what a “successful” content marketing program looks like? If the answer is no, then define it.
  • Do you have a documented content marketing strategy? If the answer is no, then define and document it.
  • Are you using multiple methods of content marketing?

Based on these general shortcomings in the content marketing industry as a whole, there are several things that you can do to gain a competitive edge. Now that that is out of the way, here’s how you do content marketing better:

  • Add more visual content. Visual content is a powerful way to boost the engagement, effectiveness, and potency of your content.

Visual_Content_Charts.png

Image Credit: Quick Sprout

  • Add more live methods. Live marketing methods are becoming increasingly important. Here are three live methods that you can use at a minimal cost and at a maximum effectiveness: Periscope, webinars, and Facebook Live.
  • Add more unique data. This is a big one. Stop regurgitating all the data that you’ve heard. Come up with some of your own! Using your own data, statistics, studies, and results is a powerful way to attract more interest.
  • Create alternative means of consuming content. Content consumers are shifting in the way that they engage with content. The Internet of Things (IoT) and wearable technology have created a stir, and it’s up to us to react accordingly. 
  • Build more social communities. There used to be a time when your brand Facebook page updates would be visible, engaged with, and acted upon … but then Facebook’s algorithm changed. Luckily, consumers still crave engagement and involvement in groups, especially exclusive places where the content is powerful, unique, and targeted.

My point here is that there are a lot of ways to do better with your content marketing. There are a ton of organizations out there that are wandering around in the content marketing arena with an unclear strategy, an unfocused process, and an arsenal of ineffective tactics. To those organizations, consider the above suggestions to help your raise the bar. 

3) Be focused.

Don’t just do content marketing … do content marketing with a focused objective.

What’s the objective?

You and your organization have to define it as a clear and practicable goal. Generally speaking, most businesses want:

  • More leads
  • More revenue
  • More customers
  • More engagement

If you’ve been “doing content marketing” without a goal, then it’s no wonder you’re frustrated with your efforts. I recommend re-focusing your efforts on a goal. While the ultimate goal to focus on is often revenue, your secondary goals will differ based on the nature of your organization. 

Maybe you’re looking for customers to request a proposal. If so, hone in on that goal and use content marketing to reach it.

Proposal.png

Image Credit: Mijital

Maybe you’re simply looking to generate customers who are giving you their money.

Sales_Funnel.png

Image Credit: Kuno Creative

Want to know whether or not you should keep doing content marketing? Ask yourself this: Has it made a bottom-line difference in your business’s revenue. Is it making you money?

4) Keep on doing.

So, how do you achieve success in a world where everyone’s doing content marketing?

You keep on doing it.

Maybe you’re not getting the results you once did. Maybe you’re frustrated with your lack of success. Maybe you’re confused about methods. Maybe it’s hard to keep up with the changing tactics, technology, and manifestations of content.

But, maybe, that’s okay.

Nobody said that marketing was going to be easy. Content marketing doesn’t deliver the quick results that we wish it would. When it does though, the rewards are vindicating.

Instead of quitting altogether, give it some time. Keep on doing it in a deliberate and strategic way!

Change is a Good Thing

Content marketing is changing. There’s no doubt about that. And the important questions that we need to answer are:

  • How is it changing?
  • What should we do as a result?

I’m convinced that content marketing is going to be around for a long time. Therefore, I’m committed to continue doing it, whatever that looks like. What about you?

How is content marketing changing for you? What will you do as a result? Share your thoughts below. 

free content marketing hacks guide

16 Twitter Tools for Social Media Marketers

by | Feb 26, 2016 |

ms-podcast186-ian-anderson-gray-560

Do you use Twitter in your social media marketing? Want to be more efficient and productive on the platform? To talk about a wide range of Twitter tools for social media marketers, I interview Ian Anderson Gray. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. […]

This post 16 Twitter Tools for Social Media Marketers first appeared on .
– Your Guide to the Social Media Jungle

from http://ift.tt/1OzQFo9
via socialmediaexaminer

Apple rolls out redesigned Payments and Financial Reports view in iTunes Connect for developers

by | Feb 25, 2016 |

Screen Shot 2016-02-25 at 23.55.17

 

Apple is rolling out a small but useful improvement to developers today. It has overhauled the Payments and Financial Reports section of iTunes Connect with a modern interface and new design that combines all relevant financial numbers into one table. This screen was long overdue for a redesign, until today featuring ugly iOS 5 era buttons and textured backgrounds. The new look reflects Apple’s modern design philosophy: flat, white and clean.

The new layout consolidates a lot of information into just one screen. Developers can see estimated payment dates, regional breakdowns, applicable taxes at a glance. Alongside this UI change, Apple has also added a new feature to iTunes Connect to enable developers to download multiple financial reports in one go. This means devs can finally grab their sales data from Apple from multiple regions in one bulk export, in the iTunes Connect web portal.

Filed under: AAPL Company, Developers, iOS, iOS Devices, Tech Industry Tagged: Apple, developers, financial reports, iOS, payments

Continue reading more about AAPL Company, iOS Devices, and Apple at 9to5Mac.

What do you think? Discuss “Apple rolls out redesigned Payments and Financial Reports view in iTunes Connect for developers” with our community.

How-To: 50 getting started tips for new Spark users

by | Feb 25, 2016 |

50 Spark Tips

As we told you about earlier, Readdle has released the highly anticipated update to its Spark email client for iOS. Spark 1.6 adds support for the iPad, including iPad Pro, syncing of settings and accounts, and watchOS 2 support among other things. Needless to say, it’s a major update that vaults it clear to the top of third-party email offerings on iOS.

But what if you’ve been holding out and have just now decided to give Spark a chance? If that’s the case, then you should definitely check out this breakdown of 50 different tips for new Spark users. Like I always say, even if you’re a veteran user, chances are you may still learn a thing or two.

For an overview of Spark and the new version 1.6 release, be sure to have a look at our initial article concerning Spark’s recent update. That post will help you determine if Spark is right for you. Once you’ve finished reading, come back here for a look at many of the awesome features that Spark makes available.

I understand that this post is very lengthy, so if you wish to have an abridged version of all 50 items covered here, then have a look at our video walkthrough below. The video runs down all of the primary talking points, and gives new Spark users a good idea of what to expect and what the app is capable of doing.

Video walkthrough

Adding accounts

Go to: Settings → Mail Accounts → Add Account.

spark-adding-accounts

Spark lets you add a mix of Google, Exchange, Yahoo, iCloud, Outlook, or other IMAP account types. All accounts can be easily combined into a single unified inbox.

1Password integration

Spark 1Password

When adding new accounts, you may tap into the credentials stored within 1Password by utilizing the lock button in the upper right-hand corner of the login window.

Syncing settings and accounts via iCloud

Go to: Settings → Sync Settings via Cloud.

spark-sync-settings-via-cloud

One of my favorite things about the latest Spark update is its ability to sync both settings and accounts via iCloud. This makes it possible to set up new devices with Spark virtually hassle free.

You will still need to verify at least one email address on your account before Spark will let you proceed with syncing. This is a good thing, however, as it can help protect your data if your iOS device happens to fall into the wrong hands.

Setting default email address

Go to: Settings → Mail Accounts → Default E-mail Address.

spark-set-default-email-address

The default email address is the address used when composing new emails. It’s also possible to have Spark utilize the most recently used address. Of course, you can always change the from address on the fly when composing new email.

Refreshing the inbox

Spark Pull to Refresh email inbox

Although Spark supports push email from sources like Google, it’s still possible to perform a manual refresh by pulling down on the inbox panel.

Using the Smart Inbox

Spark Smart Inbox

The Smart Inbox is one of the premier features in Spark. It essentially allows you to divide the inbox up into multiple sections to help prioritize importance. When using the Smart Inbox, only new emails appear at the top of the inbox. New email is further broken down into hierarchical sections, beginning with personal emails, notifications, and newsletters — in that particular order.

Viewing message details

Spark Message Details

Tapping on the subject line, name of the sender, or details button within an email will reveal the message details. Details contain information like From and To address, subject line, time, and message type.

Message Detail actions

Spark Message Detail Actions

Additional actions can be performed on message detail fields by tapping on them. For example, when tapping on the sender’s email address, you’ll see options for Copy, Compose, Add to Contacts, Save, and More.

Changing Message Type

Spark Change Message Type

You can change the type of a received email by tapping the details button below the subject line, and tapping the message type. You can select between three message types: Personal, Notifications, and Newsletter. If an email arrives that you believe has the wrong message type, use the message details to reassign it with the proper type.

Composing email

Spark Compose new email

Composing a new email is easy; just tap the compose button in the bottom right hand-corner of the interface.

Minimizing email

Spark Minimize Email

To minimize an in-progress draft, tap the ‘x’ button in the upper-left hand corner of the compose window, and then tap the Minimize button.

Swiping between emails

Spark Swipe Between emails

You can easily swipe between emails in the inbox. This is a great way to navigate through a batch of new emails quickly and efficiently. As you swipe, the email being currently viewed is highlighted with a light blue tint in the inbox’s list.

Pinning emails

spark-pin-email

Pinning is the equivalent of marking an email as important. Tap the pin button above the message details to quickly pin an email. Pinned emails will appear at the top of the Smart Inbox, and are also available as a Sidebar item and/or Widget.

Snoozing emails

spark-snooze-email

Like the soon to be defunct Mailbox, Spark lets you snooze emails. Snoozed emails will be removed from the inbox until a later time. Tap the snooze button in the upper right-hand corner of an open message to get started.

Customize Snoozes

Go to: Settings → Snoozes.

Spark Customize Snoozes

Spark lets you customize snooze availability and specific snooze intervals.

Using Swipes

Spark Swipes

One of my favorite Spark features is the ability to configure four different swipes gestures that correspond with various actions. By using swipe gestures on email in the inbox, you can execute one of the following actions:

  • Mark as read/unread
  • Delete
  • Archive
  • Move
  • Move to…
  • Pin
  • Snooze
  • Move to Spam
  • Save to Evernote, Dropbox, Box, Google Drive, OneDrive
  • More (iOS Share Sheet)

Customizing swipes

Go to: Settings → Personalization → Swipes.

Spark Customize Swipes

Spark features left short, left long, right short, and right long swipe gestures. Each swipe can be configured via the app’s settings.

Changing notification preferences per account

Go to: Settings → Mail Accounts, and tap on the account that you wish to configure.

Spark Change Notification Preferences

You can change the notification preferences for individual email accounts on a per-account basis. Notification preferences let you decide between keeping all notifications, using smart notification curation, or disabling notifications altogether. Smart notifications only send alerts when receiving email from known sources, keeping automated emails, like newsletters, at bay.

Setting signatures

Go to: Settings → Signatures.

Spark Set Email Signature

Spark lets you add multiple signatures, and assign a default signature to a specific email account.

Changing signatures on the fly

Spark Customize Signatures

When composing an email, you can swipe between configured signatures on the fly, or you can tap the ellipses button in the bottom right-hand corner of a signature to further manage closing sentiments.

Customizing badges

Go to: Settings → Badges.

Spark Customize Badges

Notification badges can be a huge source of annoyance and distraction, so it’s great to see options inside of Spark’s preferences for managing how badges are displayed. Spark lets you disable all badges outright, or only show badges when receiving email from specific accounts.

Attaching photos

Spark Attach Photos

It’s easy to attach photos to an email you’re composing by tapping the photo button in the upper left-hand corner of the compose window. Use the list button at the top of the photo picker to filter photos by album.

Attaching files

Spark Attach Files

Next to the photos button, you’ll find a traditional paperclip button for attaching items to email. Since iOS doesn’t feature a traditional filesystem, attachments can be made by tapping into services like iCloud Drive, Dropbox, Google Drive, Box, or OneDrive.

Searching using natural language

Spark Search Natural language

Spark features awesome searching capabilities that allow you to quickly hone in on a specific email that you’re looking for. By incorporating natural language search, you can use search queries like this: Emails with jpeg attachments from yesterday.

Saving search queries

Spark Save Search Queries

Tap the star button next to a search query to save that search for future usage. When you perform a new search, you can easily tap into search history or saved searches.

Mass archiving and deleting

Spark Mass archive delete

By using the drag handles at the bottom of an inbox list, you can quickly archive or delete all emails in the list.

Managing multiple inbox items

Spark Edit Mode

Tap and hold on any email within an inbox to jump into edit mode. While in edit mode, you can select multiple emails and quickly mark as read/unread, move, archive or delete.

Using Quick Replies

Spark Using quick Replies

You can use quick replies with emails that feature a personal message type. Quick replies allow you to reply to an email in brisk fashion using a single tap. It goes without saying that quick replies work great when used on Apple Watch.

Adding Custom Quick Replies

Go to: Settings → Quick Replies → Add New.

Customize Quick Replies

Spark lets you add additional custom quick replies, which allow you to create your own text snippet with corresponding emoji icon.

Changing background color

Go to: Settings → Background Color.

Spark background color

Spark ships with three different background colors: Dark Sky, Dark Blue, and Light Blue. Background colors influence the Widget and Sidebar area, as well as the status bar.

Customizing the email viewer and default browser

Go to: Settings → E-mail Viewer.

Spark Customize email viewer default browser

By default, Spark makes it so that the primary toolbar action contained within emails is the archive option. You can easily change this to display the delete or both the archive and delete options if you wish. You can also configure what happens when an email is archived or deleted, and select the default browser. In case you’re wondering, Spark supports Safari View Controller, and all of the benefits that it brings to the table.

Using Widgets

Go to: Settings → Personalization → Widgets.

Spark Widgets

Widgets allow you to quickly access specific Spark features. With Widgets, you can access Spark’s calendar. Although there are definite overlaps with Sidebar items, Widgets can be easier to access on the fly.

Using the Sidebar

Go to: Settings → Personalization → Sidebar.

Spark Sidebar

The Sidebar contains shortcuts to the Smart Inbox, Attachments, Snoozed email, and more. You can further customize the Sidebar shortcut cards via the Sidebar preferences.

Changing sound preferences

Go to: Settings → Sound Preferences.

Spark Sound Preferences

Not feeling Spark’s own sound library? You can use the Sound Preferences to switch back to standard iOS sounds.

Viewing multiple email attachments

Spark view all attachments

When viewing one of several attachments within an email, tap the attachment button in the upper right-hand corner to open the handy attachment picker.

Viewing a list of attachments across all accounts

Spark Attachments List

Tap the Attachments shortcut in the Sidebar or in the Widgets list to access all attachments across all accounts.

View Recently Seen email

Spark Recently Seen

Tap the Recently Seen shortcut in the Sidebar or in the Widgets list to have a look at recently viewed email.

Setting up Smart Folders

Go to: Settings → Personalization → Widgets (or Sidebar) → Add new → Smart Folder.

Spark Smart Folders

You can configure Smart Folders, which act as email filters, via Spark’s preferences. Like search, Smart Folders utilize natural language to hone in on specific emails. You can further tighten the scope of a Smart Folder by configuring the accounts used within the search query.

Searching for emails via Spotlight

Spark email Spotlight search

Spark features accurate email searching directly from iOS 9’s Spotlight search interface.

Changing Notification Actions

Go to: Settings → Notification Actions.

Spark Notification Actions

Spark lets you customize the primary and secondary actions that appear when interacting with banner or Lock screen notifications. Options include Mark as Read, Archive and Delete.

Connecting services

Go to: Settings → Connected Services.

Spark Connecting Services

Although standard iOS share sheet support is there, you can interact with various services directly from Spark’s interface when using connected services.

Using the Calendar Widget

Spark Calendar Widget

The aforementioned Calendar Widget is only available as a Widget, not as a Sidebar item. Spark’s calendar interfaces taps into the already existing calendar accounts on your iOS device, and lets you schedule events, create invites, respond to invites, and more.

Saving emails as PDFs

Spark email actions

Tap the Share button when viewing an email, and tap the Save as PDF button to create a great-looking PDF that can be copied directly to iBooks.

Managing privacy settings

Go to: Settings → Privacy.

Spark Privacy Settings

Privacy settings let you disable remote image loading, and prevent notification actions from being performed on an incoming email without verifying your device’s passcode.

Mark multiple messages read

Mark multiple messages read in group

Tap the mark button in the upper right-hand corner of an inbox group heading to quickly mark all messages within that group as read.

Undoing actions

Spark undo

Most actions executed within Spark, such as archiving an email, can be undone using the Undo button that appears briefly at the bottom of the interface. Just be sure to act fast.

How to add an email alias

Go to: Settings → Mail Accounts → Tap the account that you wish to set up an alias for.

Spark Email Alias

Aliases can be easily added or removed from Mail Account settings.

How to delete an email account in Spark

Go to: Settings → Mail Accounts → (tap the account you wish to remove) →  Remove Account.

Delete Spark Email Account

Removing an account from Spark is simple and straightforward.

iPad (and iPad Pro!) support is here

Spark iPad Pro

As I noted in our initial hands-on with Spark 1.6, iPad support was my most anticipated new feature in the latest Spark 1.6 update, and it doesn’t disappoint. Along with general iPad support, Spark natively works with the super-sized 12.9″ screen of the iPad Pro. Wrangling email while using Split View for side-by-side multitasking is productivity bliss on such a large screen.

Manage email on Apple Watch

Spark Apple Watch

Not only can you receive email notifications directly on Apple Watch, but Spark’s latest update adds support for watchOS 2. This means that the app now runs natively on Apple Watch, and as such, is noticeably faster. Along with support for the iPad Pro, this is one of the primary reasons that I’ve decided to go with Spark as my full time email client.

The future

Spark isn’t perfect, but it’s one of the best solutions for managing email on iOS. It’s also backed by a company, Readdle, that isn’t a risky startup. That bodes well for the long-term viability of such an app. After Sparrow, and now Mailbox, I said I would never give my heart to another third-party email client again, but Spark, with so many options and features in tow, is good enough that I decided to give in.

Readdle hasn’t been shy about the fact that it’s working on a Mac version of Spark, and if it can pull it off, that will be what truly pushes this client to the next level. As it stands now, Spark is one of the best email experiences available on iOS, and I wholeheartedly recommend you give it a shot.

Filed under:
How-To, Apps Tagged: Apps, email, free iOS apps, iOS app, Readdle, Spark

Continue reading more about Apps, Apps, and
How-To at 9to5Mac.

What do you think? Discuss “How-To: 50 getting started tips for new Spark users” with our community.

Apple rolling out a variety of new categories to tvOS App Store

by | Feb 25, 2016 |

appletvappstore

After releasing new tutorial videos for developers yesterday, Apple today has added a variety of new and more specific app categories to the tvOS App Store. The changes, first noticed by AfterPad, make it even easier for users to easily and quickly discover new apps for the fourth-gen Apple TV.

The new categories bring the tvOS App Store closer to being in line with the iOS App Store. The tvOS App Store’s new categories change from apps centered around business and travel content, to medical and productivity apps. The full list of new categories can be seen below:

  • Business Apps
  • Weather Apps
  • Utilities
  • Travel Apps
  • Social Networking Apps
  • Reference Apps
  • Productivity Apps
  • Music Apps
  • Finance Apps
  • Book Apps
  • Medical Apps
  • Catalogs

Since the device’s launch last November, Apple has gradually been improving app discoverability on the fourth-gen Apple TV. At first, the tvOS App Store didn’t offer any app categories, but the company fixed that soon after launch. Since then, it has added a few new categories, including Lifestyle, Education, and more.

Categories can be viewed by visiting the App Store on your fourth-gen Apple TV and navigating to the “Categories” tab along the top. The new categories are rolling out gradually, so you may not see all of them immediately.

Filed under: Apple TV, Apps Tagged: Apple, Apple TV, tvOS

Visit 9to5Mac to find more special coverage of Apple, Apps, and Apple TV.

What do you think? Discuss “Apple rolling out a variety of new categories to tvOS App Store” with our community.

The Future of Advertising Is Native Social Commerce

by | Feb 25, 2016 |

native-social-commerce.png

Remember when ecommerce was the go-to tactic for increasing brand awareness, finding new customers, and boosting sales? Remember when you could just list products on your site and advertise your cheapest, stripped down offer and people would buy from you in droves?

Newsflash: The golden era has come to an end. Using ecommerce to drive sales is a lot more complicated than it used to be. If it was still a straightforward process, companies like Target wouldn’t see a decline in sales.

The underlying reason? Today’s shoppers are skeptic of pure play tactics. They see value in connecting and acquiring rather than reliance on a brand’s library of products. As a result, they are looking for shopping destinations or inspirational sites.

Perhaps that’s why brands are agog over social commerce.

For those unaware, it is the concept of utilizing social networks to increase sales transactions. Actionable marketing expert Heidi Cohen defines it as the maturation and evolution of social media meets shopping.

A Diamond In The Rough

Social media hasn’t just changed the way people communicate; it has significantly changed the way they purchase. They can seek peer advice and interact with brands before making purchase decisions. But most important, it has reduced the friction on their path to purchase.

Think about how you would enable consumers to purchase items via social media. Would you post a link to your store in the content feed? Create an ad and link it to the landing page that features your offerings? (A standard funnel may be anywhere between 8-16 screens.)

Or would you prefer selling directly via social networks?

As consumers migrate to social networks for online purchases, Twitter, Facebook and others are fine tuning their platforms to align with the shift in online consumption and facilitate sellers. That’s why Instagram, Pinterest, Facebook and Twitter have added “shop now” or “buy now” buttons to their platforms. The aim is to facilitate retailers in simplifying the buying process from these networks.

eMarketer revealed that social commerce revenue has grown from $5 billion in 2011 to eclipsing $30 billion in 2015. And here are interesting finds about commerce on specific social networks:

  • With the Facebook buy button, retailers can either let shoppers check out their products directly on Facebook, or take them to their websites. It can bring a 5-10% incremental lift in revenue. 
  • Golden State Warriors offered $35 commemorative T-shirts to their followers after they won the NBA championships via a Twitter buy button. It resulted in $125,000 of merchandise sales. 
  • Instagram advertisers can use 4 CTA buttons: Install Now (for apps), Sign Up, Shop Now, and Learn More. A survey by GlobalWebIndex revealed that 49% of Instagram users would welcome buy buttons.
  • 93% Pinterest users plan purchases via the platform. In Q4, 2015, it was reported that Pinterest has 60 million buyable pins. Pinterest also reports an average of 90% first time buyers, making it an attractive channel for customer acquisition.

The findings indicate that the time is ripe for brands to increase revenue with buy buttons.

Native Social Commerce Sets Stage Advertisers

Social commerce environments showcase how a blended model – advertising and shopping – can work together. They’re enabling merchants to set up native storefronts, add buy buttons, and utilize hashtags to initiate a sale. Continued success will be contingent on native social ads that offer value without tarnishing the user experience.

To create and maintain natural affinity with the audience on each platform, there are tactical level opportunities that brands can utilize to become even more contextual. Here’s how to delve in:

1) Facebook

On Facebook, you can curate a shop where people on Facebook can make purchases without ever needing to leave the platform.

Pure_Fix_Cycles_3.png

This native buying experience can severely shorten the purchasing funnel, requiring users to go through half as many screens to make a purchase. Credit card information can also be stored, enabling one click buying without too much hassle for the merchant.

While it’s tempting to for merchants to just list existing inventory on Facebook, merchants should consider the benefits of a “Facebook Exclusive” strategy – for instance, by incorporating dropshipping into your supply chain, you can tap into trending topics and create timely, on brand sales opportunities that are native and relevant to the Facebook environment.

2) Twitter

With Twitter ads, you can make a sale within the platform as you interact with target audiences in real-time. For instance, you can create a sponsored tweet that features the buy now button and use geographic targeting to reach audiences near your locality. This is particularly useful for local businesses who’re looking to tap into neighborhood audiences.

Another strategy is to relate sponsored tweets to an event-based keyword or hashtag which offers a special price or limited-time discounts on merchandise. Think the impact of sponsored tweets selling merchandise once #GameofThrones or #TheWalkingDead comes back on the air.

Twitter’s buy now button also works for retargeting campaigns. With it, you can deliver ads to visitors who came to your website and spent time on a product page, or abandoned the shopping cart after adding items to it.

3) Instagram

On Instagram, you can create video ads, carousel ads, or photo ads depending on your campaign goal and budget. But make sure to offer a native experience. If your audience sees a post that gives a feel of an ad, chances are they’ll ignore it regardless of the shop now CTA. Successful ad campaigns feature ads that blend in with organic content rather than disrupting the overall Instagram experience.

For targeting, you can utilize your premade Facebook ad targeting. This means that Facebook categories, behaviors, and interests targeting can all be used for ad targeting on Instagram. Moreover, these ads can be cross-promoted quickly between Instagram and Facebook, making it easy to reach both platform’s audiences. And as for Twitter ads, you can use event-based or popular hashtags to reach relevant audiences.

4) Pinterest

Pinterest buyable pins may result in more bang for your buck. That’s because the half-life of a Pinterest pin is 3.5 months, whereas the half-life of a Facebook post and a tweet are 90 minutes and 24 minutes respectively.

Successful buyable pins campaigns target specific interests, groups and timely events. When creating buyable pins, select keywords that are directly or indirectly related to your online storefront.

Buyable_Pin_Example.png

To optimize the buyable pin, curate/create a blend of high-quality images and write keyword-relevant captions. Where Pinterest differs from other social networks is that it allows you to use only one hashtag, so consider that piece of the puzzle wisely.

Note: Shopify merchants can use their admin dashboard to add Facebook, Twitter and Pinterest sales channels. On Facebook, they can create a native store to sell directly to consumers.

Will Social Commerce Transform Local Businesses?

Local businesses, whose primary marketing tactic has been word-of-mouth, could use social commerce to personalize the customer experience. Buy buttons will enable them to sell to customers in nearby locations and in-store. Also, when rush delivery services like UberRUSH become more mainstream, retailers will be able to leverage the connectivity and speed of social networks to increase sales transactions.

When you place an UberRUSH order, an Uber driver shows up at your retail outlet or warehouse, picks up the ordered item, and delivers it promptly to the customer. You can combine this service with social commerce. For instance, if you’re selling swimsuit apparel, you can create social media ads and target vacationers based on their beach location, with the promise of quick delivery of swimsuit, sunscreen, scuba gear, and other beach essentials.

The same tactic can be used for targeting people at community festivals, family events, and concerts; these are low hanging fruits when it comes to utilizing UberRUSH to measurably boost sales and improve the customer experience. Imagine what it might be like at a special event where you use social media ads to promote products (with the buy now/shop now button) and promise rush delivery.

At the end of the day, blending the convenience of social shopping and speed while providing a highly personalized experience via targeted ads is key for the future of social commerce. 

Learn how to engage with visitors to nurture them into a purchase.

 

Subscribe to the ecommerce blog

by | Feb 25, 2016 |

tim-cook-privacy

Apple announces ‘___’ event on March 15th in ___ ahead of expected 4″ iPhone 5se/9.7″ iPad Pro, Apple Watch updates, new software, more

Apple has officially announced its upcoming spring event scheduled for March 15th in ___. The company is expected to introduce the iPhone 5se, 9.7-inch iPad Pro, new Apple Watch bands, software updates, and more. 9to5Mac originally reported the March 15th date at the beginning of February before today’s event details were official. As for what’s in store for this event, here’s what’s rumored and expected:

Apple has saved new iPhone launches for the fall in September starting with the iPhone 4s in 2011, but we’re expecting that to change at this spring event.

The iPhone 5se is expected to be a 4-inch model entry in a lineup of flagship 4.7-inch and 5.5-inch iPhones. As a smaller device that won’t be flagship status, the iPhone 5se will feature a mix of specs from the iPhone 6 and 6s but packaged in an iPhone 5-sized casing.

As we reported, these features and specifications include the faster A9 chip and M9 chip with always-on Siri and Live Photos feature introduced in the iPhone 6s, Apple Pay introduced in the iPhone 6, 16/64GB models, and space gray/silver/gold/rose gold finishes.

We’ve also reported schematics via a case maker that show a nearly identical design to the iPhone 5se, save for slightly curved edges.

The smaller iPad Pro is expected to be a shrunken version of the 12.9-inch tablet introduced last fall. Apple typically updates its 9.7-inch tablet annually, but focused instead last year on refreshing the 7.9-inch iPad mini and introducing the 12.9-inch iPad Pro.

Rumored changes include adopting the iPad Pro’s quad-speaker design, adding Apple Pencil support, bumping up from the A8X and M8 chips to the A9X and M9 chips, a possible Smart Connector, and maybe even a rear flash for photography which would be a first for any iPad.

Both of these devices are expected to go on sale on March 18th, which is a quick turnaround compared to other product launches after Apple events.

Claimed iPad Air 3 drawing

While the Apple Watch hardware isn’t expected to be upgraded until later this fall, we are expecting to see new Sport band colors, a space black version of the Milanese Loop, and maybe even all-new NATO-style nylon straps that 9to5Mac originally reported as being in development.

Finally, Apple has been testing new feature-packed versions of each of its software platforms — iOS 9.3, OS X 10.11.4, watchOS 2.2, and tvOS 9.2 — which don’t yet have final versions or release dates but are expected to debut for everyone around this event. A standalone update to iTunes that enhances the Apple Music experience is also expected to be unveiled.

Apple TV tvOS 9.2

Overall, the event is expected to be an interesting sequel to last year’s March event where Apple re-introduced the Apple Watch, unveiled the 12-inch MacBook, and introduced iOS 8.2 to the public.

9to5Mac will be covering the event in detail on March 15th and before so stay tuned.

Filed under: Apple Watch, iOS Devices Tagged: Apple event, Apple Music, Apple watch, iOS 9.3, iPad Air 3, iPhone 5se, iTunes, OS X 10.11.4, tvOS 9.2, watchOS 2.2

Check out 9to5Mac for more breaking coverage of iOS Devices, Apple watch, and Apple Watch.

What do you think? Discuss “” with our community.

Report: Google & Facebook to file court motions officially supporting Apple in FBI fight

by | Feb 25, 2016 |

screen-shot-2016-02-22-at-4-27-56-pm

Following Apple’s filling earlier today in which it formally responded to the FBI’s court request to access date on a locked iPhone, the Wall Street Journal now reports that both Facebook and Google plan to file court motions in which they support Apple’s stance.

Since this news broke last week, both Google and Facebook have publicly offered their support to Tim Cook and Apple. Google’s CEO Sundar Pichai shared his opinions in a series of tweets, explaining that Apple’s case with the FBI could set a troubling precedent. Then, Android head Hiroshi Lockheimer gave an interview in which he also expressed his support for Apple, albeit somewhat vaguely. Lockheimer noted of how this specific case opens up room for a lot more discussion on the matter of national security and user privacy.

Most recently, Mark Zuckerberg expressed his support for Apple while speaking at Mobile World Congress in Barcelona. “I don’t think building back doors is the way to go, so we’re pretty sympathetic to Tim and Apple,” Zuckerberg said.

Earlier today, Apple officially responded to the court following an order from last week to unlock an iPhone 5c used by the San Bernardino gunmen last December. As expected, Apple is working vacate the order, explaining that unlocking an iPhone using a modified and insecure software version is not the way to go about the issue.

In addition to Facebook and Google formally planning to support Apple’s side in its fight with the FBI, the EFF, ACLU, and WhatsApp have all voiced their unequivocal agreement with Apple and come out in support of the company.

Apple’s battle with the FBI over national security versus user privacy began last week and has since become one of the biggest and most complex stories in tech and politics. You can view all of our extensive coverage at the links below:

Filed under: AAPL Company, iOS Devices Tagged: Apple, Encryption, Facebook, FBI, Google, iOS

For more information about AAPL Company, iOS Devices, and Apple continue reading at 9to5Mac.

What do you think? Discuss “Report: Google & Facebook to file court motions officially supporting Apple in FBI fight” with our community.

Apple to launch 9.7-inch iPad Pro, not Air 3; Smart Keyboard & Apple Pencil support likely

by | Feb 25, 2016 |

Apple will further differentiate the next-generation 9.7-inch iPad from its predecessor by making it part of the new iPad Pro line, according to sources. Much like the MacBook Pro comes in 13-inch and 15-inch sizes, the iPad Pro will soon come in 9.7-inch and 12.9-inch variations. This trend follows Apple not calling its 12-inch MacBook a new Air despite developing the product as an apparent successor to the MacBook Air.

The new 9.7-inch iPad Pro will debut at Apple’s Tuesday, March 15th event and begin shipping as soon as March 18th, we previously reported. The smaller iPad Pro will have nearly identical features and specifications as the bigger model, bringing along the A9X processor and RAM upgrades from the 12.9-inch model. It will also include the 12.9-inch model’s updated display technology to support the Apple Pencil.

We previously reported that the new 9.7-inch iPad model will include a Smart Connector, and now we have learned that Apple is preparing a smaller version of its Smart Keyboard cover attachment for the new model, and it likely will be ready for March. Like the 12.9-inch models, quad stereo speakers will be part of the hardware. The 9.7-inch iPad Pro is also expected to come in the same colors and storage capacities as the larger iPad Pro, but the pricing will be closer in line with the iPad Air models it will succeed.

This new iPad Pro launch will also open up the door to Apple further simplifying its iPad lineup. Sources say that Apple is slowing down production of older iPad mini and original iPad Air models, meaning that the iPad mini 2 and first-generation iPad Air are likely to be discontinued upon the launch of the smaller iPad Pro. Apple will also introduce a new 4-inch iPhone 5se with an A9 chip, Live Photos and slightly curved edges plus multiple new Apple Watch band options at the March event.

Filed under: iOS Devices

Visit 9to5Mac to find more special coverage of iOS Devices.

What do you think? Discuss “Apple to launch 9.7-inch iPad Pro, not Air 3; Smart Keyboard & Apple Pencil support likely” with our community.

Apple officially responds to court request to comply with FBI in San Bernardino iPhone case

by | Feb 25, 2016 |

iPhone Touch ID

Apple has officially filed its mandatory response to the court following an order to comply with the FBI and unlock an iPhone used by the San Bernardino shooter from December. Unsurprisingly, Apple has filed a motion to vacate the order which would force it to comply, telling the court that it shouldn’t have to unlock the iPhone using a modified and insecure software version.

In the response, Apple has referred to the version of iOS that it would need to create to allow the FBI to unlock the iPhone in question using brute force as a Government Operating System.

You can read the official 65-page document filed with the court system today here (via Mashable). In the document, Apple maintains its position that the request to unlock this specific iPhone isn’t actually about just one iPhone and would set a dangerous precedent that could be used by governments around the world.

Apple’s position has also been to explain that creating this insecure version of iOS to be used in this case would be all customers at risk assuming the operating system fell into the wrong hands and was passed off as the real thing.

The Department of Justice has maintained that what the FBI is asking for is not a backdoor, however, and is merely a single key to be used for unlocking this phone.

Apple CEO Tim Cook compared such software to cancer during an interview yesterday with ABC News, which senior law enforcement entertained as something Apple could then destroy after entering the iPhone in question.

And Apple’s official response to the court isn’t the last that we’ll hear about this case in the near future.

First, Apple’s refusal to comply will need to be taken into considering by the court, of court, and a legal response will follow.

Second, Apple’s top lawyer Bruce Sewell is set to testify before a Congressional hearing next week to answer questions about encryption.

Filed under: AAPL Company

For more news on AAPL Company continue reading at 9to5Mac.

What do you think? Discuss “Apple officially responds to court request to comply with FBI in San Bernardino iPhone case” with our community.

If It Doesn’t Sell, It Isn’t Creative: 5 Maxims from the Golden Age of Advertising Every Marketer Should Memorize

by | Feb 25, 2016 |

ThinkstockPhotos-508028870-182038-edited.jpgThe Golden Age of Advertising, that twenty-year spell running through the fifties and sixties, changed how we market everything, pushing beyond merely being clever or descriptive to thinking through how the audience interacts with an ad, and how empirical research can drive its development.

The revolution pioneered by William Bernbach of BBDO and David Ogilvy of Ogilvy-Mather continues to affect how we market, with a much more pervasive presence in our lives than the marketer’s obsession with Mad Men. The lessons learned during that period provided the foundation for everything we do as inbounders.

And, like any good marketer, they enshrined those lessons in quotable, quippy headlines that are easy to remember and fun to say.

“Word of mouth is the best medium of all.” – William Bernbach

The genius behind the Volkswagen “Lemon” campaign laid out one of the core principles behind inbound marketing: that nothing sells as well as word of mouth. Most of the heavy lifting is done by getting your name out there, building your brand by having personality, being engaging and entertaining and, yes, delighting your audience.

That’s something inbound is always trying to achieve: becoming the person or business everyone thinks of first, the one that people talk about and default to, whenever a particular product or service is needed. Bernbach knew that emphasizing creativity, intelligence, and wit would build that positive word of mouth, and could even redeem a product that the public might have already written off.

Look at the Volkswagen campaign; by reclaiming an oft-repeated criticism, he found the opportunity to get people to talk about the car’s quality. And suddenly, everyone was talking about Volkwagen’s industrious little car, building mindshare and driving sales. Pun very very much intended.

This is is something inbound marketers always need to keep in mind. Building word of mouth is ultimately the goal of all inbound marketing, because it drives traffic to a client’s website more effectively than any ad campaign ever could. That’s the end of every inbound campaign: not to make the sale, but to create a brand ambassador who will fill the sales funnel for you.

“If it doesn’t sell, it isn’t creative.” – David Ogilvy

At the same time, creativity isn’t the only measure, and word of mouth that doesn’t translate into sales doesn’t do anybody any good.

As marketers, we’re necessarily creatives. We’re writers and designers with a love for the clever turn of phrase or the well-placed pun. But the most creative, clever, insightful ad in the world, if it isn’t talking to the right people or hitting the right pain points, isn’t worth making.

Ogilvy was the master of the end-game, and he always emphasized that advertising and marketing had a job to do, and that job wasn’t to be funny. He’d be funny if, and only if, that was the best way to sell the product. And sometimes it is! But sometimes it isn’t.

It’s a trap we’ve all fallen into, getting too caught up in our own cleverness and losing sight of the goal we were trying to achieve. I’ve certainly championed some less-than-ideal concepts because I hadn’t been able to separate myself from the work, and forgotten what we were trying to accomplish.

So always keep the end goal in mind rather than falling in love with your own ideas or copy. That can mean that your emails may have fewer rhetorical flourishes, and may seem to be more formulaic than you’d like; but for the truly creative person, constraints open up new ways to accomplish the goal. Think of marketing copy as a genre with its own rules – and its own goals beyond being beautiful.

“It’s not the ink, it’s the think.” – David Ogilvy

In very much the same vein, Ogilvy placed a great emphasis on data-driven, research-oriented marketing that knew what it was doing. Everything depended on planning and strategy.

It‘s so easy to think about what we do as delivering a bunch of stuff – emails, content offers, infographics. But we’re not just a machine that makes deliverables – they have to be couched in a coherent, well-thought-out, comprehensive strategy that serves the end goal. Without that planning – without the think – the ink isn’t going to do anyone any good. Instead, it’ll just be a bunch of emails sent out into the void, to nobody in particular, in the hopes of maybe getting some sales (maybe).

That’s no help to anyone.

Take the time to plan ahead. Build a content strategy and editorial calendar that aligns with your client’s seasonal goals, or even anticipates them. Plan through your email campaigns so that they both lead a reader to the sale, but are easy to drop into midway through. What you are trying to accomplish is much more important than the things you’re delivering, and you need to think through every element of your campaigns to make sure they’re working.

“Our job is to bring the dead facts to life.” – William Bernbach

But for all Ogilvy’s emphasis on fact-driven, research-oriented marketing, Bernbach knew something just as powerful: nobody wants a list of features. Those have their place, but facts need to be made compelling.

Ogilvy himself put this into practice with a 1963 ad for Rolls-Royce, with a simple headline: “At 60 miles an hour the loudest noise in this new Rolls-Royce comes from the electric clock.” A fascinating teaser that communicates much of the car’s value – and it comes straight from a massive technical document he stayed up all night studying. A dead fact – the decibel rating of the engine – brought to life by putting it in the right context.

Fact-driven, research-oriented, technically accurate, and compelling in its own right.

As marketers, this is part of our job. Not to communicate the facts, but to bring them to life, to make them sing – by presenting them just so. Sure, your computer has the fastest processor, but what does that mean to the people you want to use it? This is where the right kind of creativity comes in: in the service of, and in illumination of, those dead facts.

This context informs everything, and can bring the dullest truths to the brightest sheen.

“Properly-practiced creativity can make one ad do the work of ten.” – William Bernbach

So, one of the things that I’ve been thinking about a lot is homepage design. My agency recently launched a comprehensive website redesign, and properly designing the homepage was a major concern. We went through several different concepts, all of them beautiful and creative – but none of which were exactly what we needed.

A great website is, in many ways, a great ad; it communicates your value to your audience, showing them that you’re worth their time. But if your priority is having a beautiful website instead of an effective one, it’s only going to get in your way.

An ad or a website isn’t measured by how clever it is, or how beautiful, but by whether it’s shutting the door on your clients or sealing the deal. And the right creative is the creative that makes your project more effective. Not more beautiful. Not funnier. But better at doing the job you’ve intended for it to do.

“Always leave them wanting more.” – P.T. Barnum

While this isn’t Bernbach or Ogilvy, this maxim from legendary showman P.T. Barnum sums up how every marketing communication should end: not by closing the door, but opening it wider. The end of an email, blog, content offer, white paper, podcast, or anything else should always leave your audience clamoring for more content, more information, more engagement.

We call it “delight,” and it’s an oft-neglected part of inbound marketing. But it’s the most important part.

Because if you leave them wanting more, they’ll come back.

They’ll always come back.

download the best marketing and advertising campaigns

Apple’s top lawyer Bruce Sewell to testify before Congress over encryption next week

by | Feb 25, 2016 |

Apple FBI

There’s a new development in the ongoing back-and-forth between Apple and the Department of Justice. Apple’s top lawyer, Bruce Sewell, will testify on encryption next week before a congressional hearing. The upcoming hearing will take place on Tuesday, March 1st, so just five days from today.

Also in attendance at next week’s hearing will be James Comey, who you may know as the Director of the FBI, which should make for an interesting showdown (although the two are on separate panels so don’t expect anything too confrontational).

According to Buzzfeed News, Cyrus Vance who is the New York County D.A. and Susan Landau of the Worcester Polytechnic Institute will also be testifying before the congressional hearing.

The upcoming congressional hearing follows last week’s news that a judge ordered Apple to unlock an encrypted iPhone 5c used by one of the San Bernardino shooters last December following an FBI request.

Apple CEO Tim Cook swiftly responded with an open letter to customers explaining Apple’s stance on not complying with the request, explaining that the company believes it would put all customers at risk.

Cook went to the airwaves last night to further explain Apple’s resistance, relating a cracked version of iOS to software cancer, during an extended interview with David Muir of ABC News.

Senior law enforcement officials have since responded by using Cook’s cancer analogy to further their reasoning that Apple should comply, saying Apple could destroy the single cancer as it may be.

Sewell, who will testify on behalf of Apple next week, currently serves as general counsel and senior vice president of Legal and Global Security and reports to Tim Cook.

Filed under: AAPL Company Tagged: Apple, Bruce Sewell, Encryption, FBI

Visit 9to5Mac to find more special coverage of AAPL Company, Apple, and Encryption.

What do you think? Discuss “Apple’s top lawyer Bruce Sewell to testify before Congress over encryption next week” with our community.

Apple releases software update for third-generation Apple TV

by | Feb 25, 2016 |

Apple TV 3 software update

Somewhat out of the blue, Apple has released a minor software update for the third-generation Apple TV. This is technically listed as iOS 8.4.1, the same version number as the previous public Apple TV operating system. However, the build number has been bumped up, indicating Apple has rolled in some minor bug fixes and improvements.

The update comes as a welcome surprise for third-generation Apple TV owners, who had felt somewhat abandoned ever since Apple released the brand-new tvOS-based Apple TV 4 last fall. The change in build number only means that it is unlikely for the update to include major new features.. Nevertheless, let us know in the comments if you notice any changes with the new update.

Although this is merely a minor bugfix release for old Apple TV owners, Apple is prepping a major update for the newest 2015 model of its set-top box. tvOS 9.2 is currently in beta and includes major new features, like app Folders, iCloud Photo Library, bluetooth keyboard support and text-field dictation. tvOS 9.2 is expected to be released in March.

Filed under: AAPL Company, Apple TV, iOS, iOS Devices Tagged: Apple TV, iOS

Visit 9to5Mac to find more special coverage of AAPL Company, iOS Devices, and iOS.

What do you think? Discuss “Apple releases software update for third-generation Apple TV” with our community.

9to5Toys Lunch Break: Apple Watch (refurb) from $235, DJI Phantom 3 Standard Drone $439, free apps, more

by | Feb 25, 2016 |

9to5toys-header

Keep up with the best gear and deals on the web by signing up for the 9to5Toys Newsletter. Also, be sure to check us out on: Twitter, RSS Feed, Facebook, Google+ and Safari push notifications.

TODAY’S CAN’T MISS DEALS:apple-watch-14

Daily Deals: Apple Watch Sport (Refurb) starting at $235, LG Watch Urbane (Refurb) $144, more

dji-phantom-3-standard

DJI Phantom 3 Standard Drone w/ 2.7K HD Camera: $439 shipped (Reg. $500+), more

reflex-camera-ios-sale-01

The highly rated iOS Lotogram photo apps go free for the first time in a year: Reflex, Framatic, Splitter, more

Games/Apps: Nintendo refurb 2DS from $65, Hauppauge’s best selling TV Tuner/Xbox Video Capture from $43, freebies, more

apple-iphone-6-plus-128gb-unlocked

Buy an unlocked 128GB iPhone 6 Plus for $99 less than a 64GB model: $650 shipped (Orig. $949)

Apple 11-inch MacBook Air 1.6GHz/4GB/128GB: $720 shipped (Reg. $899)

Apple 13-inch MacBook Air 1.6GHz/4GB/128GB: $800 shipped (Reg. $999)

Apple Mac Pro 12-core Xeon/64GB/1TB: $8,799 shipped (Reg. $9,599), more

ld-west

LD West’s gun holster-style iPhone case & wallet combo: $20 off, deals from $109 shipped

Civ-Rising Tide-01

Get 55% off ‘Civilization: Beyond Earth Collection’ for Mac (Steam code): $27 ($80+ value)

audioengine-hd6

Review: Audioengine turns it up to 11 with its newest Bluetooth HD6 powered speakers

MORE NEW GEAR FROM TODAY:

assassins-creed-identity-7

Explore Renaissance Italy in the new Assassin’s Creed Identity action RPG for iOS

samsung-850-evo

Samsung 850 EVO 2.5-inch Internal Solid-State Drives: 500GB $140 (Reg. $150+), 1TB $271 (Reg. $295+), more

MORE DEALS STILL ALIVE:

borderlands-xbox-360

Free Xbox Live Gold Games for March: Borderlands, Lords of the Fallen, more

Free PS Plus Games for March: Broforce, Galak-Z, Super Stardust HD, more

ivapo-apple-watch-iphone-dock

Show off and charge your Apple Watch + iPhone w/ this aluminum dock for just $23 Prime shipped (Reg. $39), more

NEW PRODUCTS & MORE:

spotify-mighty-kickstarter

Mighty is the Spotify-compatible iPod Shuffle we’ve been waiting for

cicret-bracelet

The Cicret Bracelet puts a smartphone display on your arm with full touchscreen functionality

Filed under: Tips and Tricks

Continue reading more about Tips and Tricks at 9to5Mac.

What do you think? Discuss “9to5Toys Lunch Break: Apple Watch (refurb) from $235, DJI Phantom 3 Standard Drone $439, free apps, more” with our community.

MasterCard’s ‘travel free in London with Apple Pay’ promo is back for the next three Mondays

by | Feb 25, 2016 |

mastercard

The promotion MasterCard ran back in November, offering free travel in London when using a MasterCard in Apple Pay, is back.

From 29th February until 14th March travel free across Transport for London network on Mondays. Simply touch in and out using MasterCard with Apple Pay.

It’s a pretty generous deal, covering all travel on London Buses, London Underground, London Trams, Docklands Light Railway, London Overground, TfL Rail, most National Rail services within London – and even the Emirates Air Line cable-car. The maximum daily amount is set to £28.10, but the maximum daily cap on travelcards would normally kick in before then anyway (unless you keep going back and forth on that cable-car).

The way it works is that you’ll be charged as normal for your travel, and then receive a refund within 28 days. Unlike last time, there’s no mention of having to set the MasterCard as your primary card – you just need to select the card before touching in.

Filed under: Apple Pay Tagged: Apple pay, London, London Underground, MasterCard, Transport for London

Check out 9to5Mac for more breaking coverage of Apple pay, Apple Pay, and London.

What do you think? Discuss “MasterCard’s ‘travel free in London with Apple Pay’ promo is back for the next three Mondays” with our community.