Computer Support Blog

Sometimes the neatest things take a while to appreciate.  What is cheap advertising propaganda one year might become a sought-after collectible decades later.  Like most businesses, Apple Computers has had its commercial surges.  During the lean years, of course, the “Apple culture” becomes less trendy and merchandising around the brand seems tackier.  But with the success of Apple Computers from the iPods, iPads and iPhones, Apple swag from years gone by is once again hip.  One of the coolest pieces of Apple-related merchandise is the Victorinox Swiss Army Knife with Apple logo!

Victorinox is the official company that makes Swiss Army Knives.  Actually, they are the only one who makes legitimate Swiss Army Knives; all other companies make “pen knives.”  As anyone who has ever had a Swiss Army Knife (or any other pen knife) can attest, there are thousands of situations when it is a handy tool to have.  Back in the early 1980s, Victorinox partnered with Apple Computers to release an Apple Computers Swiss Army Knife!  You may find the Apple Swiss Army Knife fairly easily online in the traditional red or a bright blue color.  The fundamental difference between Victorinox’s Apple knife and the traditional Swiss Army Knife is that the Swiss cross on the standard Swiss Army Knife has been replaced by the Apple Computers apple logo on the limited edition knife.

The Apple Swiss Army Knife comes with standard tools, no matter what the knife’s handle color.  Each Apple Swiss Army Knife comes with scissors, a nail file, a small blade and tweezers.  If you are buying your Apple knife on the secondary market, be sure to check the spring on the scissors.  The thin metal spring on the scissors of Swiss Army Knives from the ‘80s wore out comparatively quickly and if the spring is worn or missing from the knife you are buying, the price should reflect that.  Victorinox produced a classy metal gift box for the Apple knife, so you may safely transport or display your vintage Apple knife.

A lot has changed since the early ‘80s, but Apple is even cooler now than it was then.  As a result, tracking down one of the vintage Victorinox Apple Swiss Army Knives can make for a very cool gift for Apple enthusiasts now.  Just do not try to get on a plane with this handy tool!

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

Virtually anyone can manipulate statistics in so many different ways that it is sometimes funny what passes for news using statistics.  As the annual Consumer Electronics Show launched in Las Vegas this year, the NPD Group (formerly National Purchase Diary Group) came out with what appeared to be ominous financial statistics for the technology sector.  This was treated as potentially devastating news among many members of the technology press, most of whom were off covering the Consumer Electronics Show.

Is it possible the technology reporters and bloggers did not actually read the NPD report?  Is it possible that the mainstream media that picked up the story did not understand it?  Either way, the tech sector ought not to be reeling from the NPD Group’s assertion that holiday consumer electronics spending dropped six percent during the holiday shopping season in 2011.

This would actually be news . . . if it were true.

The NPD Group’s methodology in determining that consumer electronics sales dropped is a flawed one.  In fact, they use methodology so flawed as to make the results meaningless.  The NPD report states that total consumer technology sales “excluding cell phones, tablets, e-readers, and video games” dropped.  What?!  Why is anyone taking the report seriously when it excludes some of the biggest consumer spending items of the holiday season?!  Every major poll in every single respectable publication put the Amazon Kindle Fire at the top of both “most wanted” and “most purchased” gift lists.  The Apple iPad was also a highly sought-after and delivered gift.

Saying that consumer electronic spending is down without including tablets, e-readers and video games, is like saying that cars are being pulled over less by police . . . when red and black cars are excluded.  Given that red and black cars comprise the greatest number of cars on the road in the United States, any statistic correlating cars and car color is worthless without including them.  So, too, is a statistic about holiday spending on consumer electronics that omits the most popular consumer electronics of the holiday season!

Why did the NPD release such a worthless statistic?  To be fair, the data is virtually impossible to come by.  Amazon is notoriously tight-lipped about how many of its e-readers have sold, and, with the Kindle Fire, they have been characteristically opaque.  Apple is also less eager to release its sales figures on tablet computers, though it is widely predicted that when you consider tablets a personal computers, Apple is now the largest PC manufacturer on Earth.

Regardless of what the NPD wants consumers to think, ten days in the 2011 holiday shopping season saw billion dollar sales, which is more than any other holiday season ever before.  To think that consumer electronics like tablets, e-readers and video games did not contribute tremendously to that is naïve.

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

As the United States comes into another election year, political activism is once more on the rise.  But for those for whom politics is more than just an every-four-year event, new technologies are making their political activism more effective.  One of the relatively new technologies used by activists is the Short Message Service.  Among the various Short Message Services, Mobile Commons stands out for its effectiveness.

Mobile Commons is a marketing platform designed for smartphone users.  The Internet-based application acts as a social network that allows you to connect your smartphone to the smartphones of all of your friends.  Then, when you have an important issue that you need transmitted through your networks, the Mobile Commons application acts as a Short Message Service.  As an SMS, Mobile Commons helps transmit both messages – via the phone portion of your smartphone – and text documents to everyone with whom you have a relationship.

The benefit of the Mobile Commons application to political activists is almost self-evident.  As soon as you learn of an issue that affects the people in your network, you may inform them all simultaneously using Mobile Commons.  But as important, as a leader of a group, you may help guide the group to a specific course of action using Mobile Commons.  Using Mobile Commons, you may draft a form letter to your Representative or Senator (or any person you need to get a message to) and send it with your voice message.  As a result, within minutes of learning of a bill, news event or other political controversy, you and your entire network can spread the word and tell those people in power exactly what you want them to do!

Mobile Commons is not limited to just political activism in its usefulness as an application.  Large families may benefit from using Mobile Commons.  For example, if your large family is in the process of becoming even larger, Mobile Commons can be an invaluable tool.  You may use Mobile Commons to send everyone in your family network announcements about new births or other vital family events and attach photos of the new baby.  Using Mobile Commons, members of your family network may then spread the good news and pictures with people in their lives.

There are many applications that allow networking and sharing, but Mobile Commons puts it together in a very effective, easy-to-use platform that has a proven record of success.  That makes Mobile Connect very cool for activists and genuinely social people.

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

Entering a new year is traditionally a time of introspection, which is why so many of us make New Year’s resolutions to try to change parts of ourselves and our lives with which we are unhappy.  One of the most common New Year’s resolutions that people fail to achieve is to lose weight and keep it off.  Lose It! may help you lose weight and stick to a program if you have found it challenging to lose weight in the past.

Lose It! is an interactive weight loss website and now an application for smartphones.  Lose It! helps you monitor your diet and exercise and achieve specific weight loss goals that you set for yourself.  Unlike specialized computer devices designed for weight loss, Lose It! is a comprehensive software application that includes both personal weight loss plans and a community component.

Lose It! is a blend of a computerized weight loss journal and a social network centered on losing weight.  You may access Lose It! through the Internet or through the LoseIt! app on your Apple iPhone or iPod Touch.  Once there, you will discover that LoseIt! is an all-encompassing weight loss solution.

First, LoseIt! helps you manage your weight by creating specific weight loss goals that you record within your profile.  Your profile is more like a medical file than like a profile on other social networking sites.  As a result, your profile through your LoseIt! account includes your weight loss goals, any medical conditions you need the program to take into account and your journal.  The journal function of LoseIt! is the cornerstone to using LoseIt! to lose weight.  There, you record each and every item you eat, ideally right before you consume it.  LoseIt! then factors the caloric intake of what you are eating and calculates the amount of calories you may consume for the remainder of the day.

To get the most out of LoseIt!, you have to be very vigilant with your journal records and you have to not be shamed by your computer.  Interfacing with a computer program instead of a human being may prompt you to be more realistic about both your achievements and your progress if you are serious about your weight loss goal.  Each time you exercise, you must update your LoseIt! journal as well.  By keeping accurate records and following the suggestions LoseIt makes – like “stop eating for the day!” – you have a much better chance of achieving your weight loss goal.

LoseIt! also maximizes your chance of weight loss success through its social network capability.  Because weight loss goals are so common and the challenges to losing weight are shared by so many people, LoseIt! helps dieters to network.  Through LoseIt!’s chat functions and bulletin boards, you may exchange recipes, discuss issues and make goals with other dieters.

LoseIt! truly incorporates computers and smartphones into your plan to lose weight.

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

Apple products continue to offer their users increasingly sophisticated technologies, as well as the ability to belong to a cool and hip family. The first blog in this series discussed the role that identity formation plays in contributing to Apple’s popularity. The second explored the effects of belonging to the Apple “family.” Finally, the most recent one presented a discussion of what might be the biggest advantage that Apple products have over the competition— limited offerings. Both aspects, though, are related to either social dynamics or tech support issues. There is a third dimension at play when it comes to Apple’s success, a dimension that plays a vital role in the success of any product—marketing.

When it comes to strong and swift PR, Apple has definitely mastered the trade. The company is honest but reserved with its users. For example, when battery problems emerged after the release of the latest iPhone, the company admitted the flaw and announced plans to release a fix ASAP. Indeed, Apple’s PR practices are sometimes a little too much on the safe side, but not many people seem to mind this. Again, the fact the Apple users love the company the same way parents love their children even when they misbehave is probably part of the reason. However, beyond the PR aspect of Apple’s marketing, what makes Apple marketing so effective is the apparent lack of such marketing!

If you’ve ever been in an Apple store, then you’ve probably noticed the bright lights, the sleek counter and wall designs, and—most of all—the seemingly endless amount of Apple employees in brightly colored shirts branded with big white Apples. It often appears as though there are more workers in an Apple store than there are people. Still, no matter how many Apple workers pack the store, customers never really feel pressured to buy. Apple salespeople don’t harass everyone who walks in with attempts to upsell. The general ambiance in Apple stores is one of helpfulness and technological excitement, not mercantilism.

In fact, when you think about it, Apple has truly reinvented the philosophy of in-store sales. Apple salespeople don’t act like other salespeople—they dress in a hip and casual way; they talk and sound like technology nerds who love all things Apple; and most of all, they sincerely believe in the cause—the Apple cause that is. Apple stores are simply dripping with a sense of egalitarianism that doesn’t exist elsewhere. Apple employees treat buyers like friends, family members, and potential Apple in-laws.

By presenting its stores, its employees, and its products as those of the casual everyday man and woman, those of the general populous, Apple doesn’t need to convince consumers to adopt a new technological lifestyle or learn a new technological language; instead, Apple’s efforts are geared to show people that joining the Apple family is easy and simple for just about anyone.

Having discussed brand marketing, we’ll turn to a close industry relative in our fifth and final blog on the series—advertising.

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

Ipads and tablet computers in general have unquestionably changed the computer industry with their unprecedented levels of technological computer support, entertainment capabilities, and ease of connectivity. People using the iPad for both business and pleasure praise it as a revolutionary device from which there’s no going back. Yet despite the advanced capabilities of iPads, critics have deemed it a still problematic candidate to replace laptops for one major reason— typing limitations.

Indeed, if you’ve ever used an iPad, you probably know that the cool, Star-Trek-like screen keyboard gets old quickly. It is neither ergonomic nor intuitive to use—your fingers bounce off the screen uncomfortably and unless you have superior post-human muscle memory, you simply cannot get used to typing on a flat surface without looking. Barring the typing issue, many people say that their iPads could easily replace their laptops. Well thanks to a new iPad gadget, you can now turn any iPad screen into a real keyboard complete with physical keys that you click—just like a laptop’s keys.

TouchFire is an ultra-thin, flexible, silicone cover with protruding buttons. It aligns perfectly with the iPad’s keyboard, so you can rest your fingers on it and use it in the same way you would a regular keyboard. It’s soft and noiseless, but most importantly, its design allows it to fit perfectly under the Apple Smart Cover, as well as the standard iPad 1 case. The manufacturers say it works with any case that leaves a little bit of room.

The TouchFire takes advantage of the iPad’s built in magnets to clip on. So even if you just gently toss the silicone gadget over an iPad, it’ll align itself with very little work on your behalf. The TouchFire weighs less than an ounce and attaches to the inside of the iPad cover—it even folds with it. When you don’t want to use it, simply push it downwards and it clicks into an elegant storage position.

One of the best practical qualities of the TouchFire is that it’s super easy to clean—simply wash with water and pat dry with towel. As it is made of high-performance silicone rubber, it’s also well suited for lots of movement.

Though the advent of such a device may not seem like that significant of an event in the technology world, the reality is that this thin silicone layer will almost certainly take tablet computing to the next level. Many people who need computers primarily for typing will now turn to iPads as legitimate and sustainable alternatives thanks to the TouchFire.

That said, the TouchFire is problematic in its own way. The upward wrist angle required to type on the flat surface can cause RSI, and the fact that it physically takes up half the screen isn’t too great. Still, it should come as no surprise to anyone if Apple tries to buy the copyright for the device in order to make it a regular staple of the company’s future tablet market.

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit http://https://www.rescuecom.comor call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

The first blog in this series on Apple’s success at creating an increasingly strong global following—an obsession—discussed how Apple consumers are able to establish a unique social identity by identifying themselves with Apple products. IPads, iPhones, iPods, MacBooks are all means to stand out in a positive way, to belong to a family. So aside from wanting to establish an individual identity, Apple users are able to establish a familial, group identity. The products aren’t merely a way for their owners to create custom app collections; they’re the small connection that suddenly links you to a huge, wealthy, and powerful family—the Apples.

Indeed, once a member of this family, company events become family reunions; corporate announcements become a source of pride; and family reputation becomes a matter of personal responsibility. Likewise, celebrating the arrival of a new iPhone for the members of the Apple family is like celebrating the birth of a new sibling or relative. The days that lead up to an Apple product debut are just as—if not more—exciting than the countdown to Christmas or summer vacation or election day.

Of course, the people at Apple are no fools; they know that their customers/relatives have a special relationship with the company and its products, and make good use of that knowledge. Perhaps this kind of relationship between the company and consumers is why Apple users as so patient in awaiting remedial tech support, as was the case with Siri and battery problems with the iPhone 4S and the antenna problems with its predecessor.

The strength of the bonds in this particular family is such that Apple users are aggressively loyal to the brand name. Again, though this may be due to other factors like the products’ reliability and limited need for computer repairs, or as previously discussed, identity formation, it is also largely due to the sense of belonging. Which is why you’ll often notice (or know from experience) that owning one Apple device usually leads to owning several others. One obstacle to this trend might be the expensive nature of such a commitment, but even with that, Apple loyalists are constantly on a quest to rid themselves of their un-Apple-like devices and make the full transformation. Naturally, the folks at Apple know this and are more than happy with it.

Ultimately, belonging to a family, albeit a technological one, isn’t a bad thing. It certainly works well for Apple’s wallet.

The series’ next blog will depart from discussing the socio-psycho dimension of Apple’s success and turn temporarily to discussing Apple’s technology.

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

If you are alive and living in a First World or Second World nation, you probably know what an iPod is.  In our world today, the iPod is a universally-recognized device.  While Apple Computers would prefer its trademarks not be infringed upon, “iPod” is used far more frequently to refer to any portable digital music player.  That sort of meteoric product launch and instantaneous word association does not just happen.  The smashing success of the iPod and the products that have followed it from Apple Computers came from effective marketing.  In fact, you would find it difficult to find a person in the United States today who cannot recall a single Apple advertisement.  That level of cultural penetration from advertising is largely the work of Philip Schiller.

Philip Schiller is the Senior Vice President of Worldwide Marketing for Apple.  When Steve Jobs returned to Apple in 1997, Schiller became an integral part of Apple’s executive leadership team.  He ascended to the post of Senior Vice President of Worldwide Marketing after a strong marketing career with software companies Macromedia and FirePower Systems.

As Senior Vice President of Worldwide Marketing, Schiller was responsible for rebranding Apple and his success speaks for itself.  In his tenure, Apple Computers went from being a floundering computer company to the dominant computer manufacturer on the planet.  While Steve Jobs and Tim Cook deserve a lot of credit for pushing the company’s direction into the emerging markets of portable digital music players and handheld computing devices, all of their efforts would have been for naught had it not been for the effective marketing Schiller and his team provided.  As the leader of the marketing department at Apple Computers, Philip Schiller made the first iPods seem indispensible and easy-to-use.  Even more important, through his targeted advertising strategy for the iPod, Schiller made the iPod cool.

As Apple has risen to dominate the portable digital music player market, Schiller’s marketing teams have made the career of many musical artists through their association with Apple’s advertising.  Schiller is an executive who is not content to rest on a single success.  As such, Schiller effectively led the Apple marketing arm through an entire rebranding.  Well in advance of the product releases for the iPod Touch, iPhone and iPad, Schiller and his marketing department created such hype that each of those product releases became an event.

It is one thing to have a successful product launch, it is entirely another to market so effectively as to create a culture surrounding a company’s entire product line.  That sort of result requires a leader and Philip Schiller is just that type of leader for Apple!

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

With advances in technology like the camera and video camera on the Apple iPhone 4S, it seems like smartphone manufacturers continue to forget about the basic purpose of the phone.  The telephone and mobile phone were devices used for person-to-person communication before they were data storage tools, music players or cameras.  Touch, an app for smartphones manufactured by the small Canadian company Enflick, seems to recall the origins of the smartphone and makes texting cool again, by providing more chat options and blending some of the most successful elements of social networking.

Touch, which went by the name Pingchat until recently, is an application for Apple iPhones (or any other iOS-driven device), Android powered smartphones and Blackberry products.  The Touch app is designed to make texting more flexible and to provide options for group communications over your smartphone.

The texting options Touch provides are a bit more sophisticated than standard text programs.  In addition to not having the strict character limits of traditional texting, the Chat function through Touch provides vastly faster back-and-forth messages between you and the person with whom you are chatting.  The interface has more in common with a chat program like Instant Messenger than it does a texting program, including being able to see when the person or people you are chatting with are typing.

The group aspect of Touch is another distinctive aspect of the app.  Touch allows you to chat or share photos with other individuals or select groups of your friends.  You may have a multi-person chat session with other Touch-enabled friends.  During such multi-person chats, you may share photos and videos through Touch with all of your friends.  As a result, Touch becomes a great way to get feedback from all of your friends at once.

As well, Touch allows you to send private messages to individuals or groups outside the Touch conversation.  While obscure social networks like Elftown have had systems where you could see when someone had read your message, a lot of the newer networks and apps leave you in the dark about what happens to your messages after you send them.  Touch goes back to letting you see just how your friends react to your messages, including having status updates noting your friend drafting a response to a message you sent!

By combining some of the best old ideas with some of the newest innovations in social networking, Touch reinvents texting and file sharing for smartphone users.  Touch makes intimate group texting cool and it is a welcome app for smartphone users . . . at least until we all have videophones!

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com

It is hard to argue that any computer or electronics company has tried to tie itself to cutting edge popular music more than Apple.  Apple Computers reinvented itself on the strength of their portable music device, the iPod, and has been at the forefront of the legal digital download market with iTunes.  While Apple has leased many classic tunes for its advertising, appearing in an Apple commercial can truly jumpstart the career of an emerging musical artist.

When the first Apple iPod commercials began playing in 2001, each of the four different commercials used a different song.  While Smash Mouth’s “All-Star” remained an overplayed hit when the commercial was released and Seal’s “Crazy” showed no change in sales by being featured, newer acts fared better.  Sister Hazel, who had been written off as a one-hit wonder, managed to turn their floundering album Fortress into a gold record by letting Apple use the single “Beautiful Thing” in their first commercial!  Even the Dave Brubeck Quartet successfully promoted using those first iPod commercials.  Inclusion of the classic jazz song “Take Five” bolstered the sale of three Dave Brubeck Quartet albums in 2001!

They cannot all be winners, of course.  The Apple iPod 5G commercials featured a U2 song, “Original Of The Species” that failed to break into the Top 40.  U2 had little to complain about in its relationship with Apple, though; in 2004 the band teased its album How To Dismantle An Atomic Bomb on iPod commercials using the single “Vertigo.”  The commercials using “Vertigo” used dancing silhouettes that pushed the album’s sales up to nine million units sold, in a year rap and hip-hop music dominated the music industry.

Arguably, no one has benefitted more from an association with Apple advertising (outside Apple itself!) than the artist Feist.  Feist released her album The Reminder in April, 2007 to little fanfare and very little radio support.  Feist’s song “1 2 3 4” from The Remainder was featured in the 2007 iPod Nano 3G commercials promoting the different color shells of the Nano.  Following the launch of the commercial, sales of The Remainder skyrocketed to sell over one million copies!  “1 2 3 4” has sold 1.2 million digital downloads, most of them through iTunes!

Apple ties its products to trendy music in a way that has a proven record of revitalizing careers as well as pushing struggling artists to the forefront of the public’s attention.  Perhaps that is why Grouplove is so happy to have their song “Tongue Tied” featured on the new iPod Touch 4G commercials.  The iPod Touch 4G will undoubtedly be one of the bestselling Apple products this Christmas season; it remains to be seen how Grouplove fares!

About RESCUECOM:

RESCUECOM provides computer repair and computer support, 24/7: Meeting every tech support need including data recovery, virus removal, networking, wireless services, and computer support for all brands of hardware and software. For computer support or information on products, services, or computer repair, visit https://www.rescuecom.com or call 1-800-RESCUE-PC.

For More Information, Contact:

David Milman, CEO

315-882-1100

david@rescuecom.com