Apple’s self-inflicted naming dilemma

According to the Sacred Scrolls, the iPhone model number only changes when the device gets a redesign. Yet the leaks indicate that iPhone 7 will be more of a “6SS” than a 7. That is, the only changes to the previous model will be internal.

The big rethink apparently arrives in 2017.

If Apple now unveils an iPhone 7, does this mean we’ll skip 7S next year and go directly to iPhone 8? Or will a 7S represent the next great rethink? The bigger question is: are we doomed to wander forever in a sea of letters and numbers representing varying degrees of newness?

If you’re starting to think this conversation is silly, I’m with you 100%. It’s silly because this whole S business was never necessary in the first place. In fact, it’s actually worked against Apple’s best interests.

To better appreciate this self-inflicted wound, let’s do a little forensic work.

It really is a bit of a mess.

Ken Segall | Observatory

Something about Apple’s new Twitter account is very strange

The Twitter account @Apple was created years ago, but it has never been active - until this week.

Then many started noticing this tweet from Apple:

But the tweet doesn't appear in Apple's timeline. And it gets stranger, as Nathan Bashaw explains in a post on Medium. It's a clever use of Twitter.

Here the link to Apple's tweet.

By the way, as noted by Matthew Panzarino on TechCrunch, Apple is probably paying Twitter around a million dollars to place that Apple logo in the hashtag.

Prorated AppleCare Refunds

With new iPhone models on the way, it's a good time be reminded that Apple offers prorated AppleCare refunds. For example, if you plan to upgrade to a new iPhone soon, you may be eligible for a prorated refund on the unused portion of your current iPhone’s AppleCare+ plan.

The details on how to request a refund are here on Apple's site:
How to request a refund for an AppleCare plan

Playing The Long Game Inside Tim Cook's Apple

Rick Tetzeli, Fast Company:

Apple executives are careful to avoid suggesting that the company is moving beyond its founder’s vision, but that’s exactly what’s happening in Cupertino. It’s a subtle, evolutionary change. Cook is pushing Apple into a future that is bigger and broader than anything Jobs could effect during his too-short life. "I want Apple to be here, you know, forever," he says.

Those lulled by last spring’s bad news into dismissing Cook and his team are likely to miss the scope of the company’s ambitions and its progress in achieving them. While Amazon, Facebook, and Google may crow loudest about their bold ideas, Apple may well have the biggest role in actually defining our technological future.

Plenty of quotes from interviews with Apple executives, some good insights, and worth reading.

Rick Tetzeli | Fast Company