All About Apple

"Apple" announcing a product this week should readjust its marketing strategy immediately.

The new iPhone, Apple TV and iPad.

The ratings reflect only how much people are interested in trying out each, and are in no way a reflection of how likely people are to wait in line overnight at an Apple Store, for there is zero chance of that ever happening.

Speed Injection

The latest additions to Apple's iPhone line -- the iPhone 6s and 6s Plus (pictured above) -- are faster, stronger and smarter than the previous models. A zippier processor and faster Touch ID, LTE, and WiFi feature among the incremental upgrades.

There are a couple of interesting new features with this generation, primarily 3D Touch. This makes the screen receptive to pressure beyond lightly tapping or holding one's finger on an icon. It adds deeper capabilities throughout, akin to a right-click offering secondary interactions.

3D Touch opens up Peek and Pop. Pressing lightly offers a peek at a Web page, photo or other content, and pressing a little more firmly pops you into that content, allowing greater interaction.

We are concerned that this deeper integration will lock us into Apple's native apps, few of which we use regularly. we hope is that pressing on the name of a location in Gmail will open up directions to it in Google Maps -- but that hinges on how eager Apple is to open 3D Touch to developers.

Also new is a 12-megapixel rear camera, capable of shooting video in ultra-high definition 4K resolution -- which you can't actually watch on the iPhone's screen. Eager to test this out in the hope of making Vines -- or perhaps something more substantial -- with more clarity.

The front-facing camera also gets an upgrade, and 3D Touch adds a "Take Selfie" prompt to the home screen Camera icon, which brings all our technology nightmares alive.

Biggest Screen

The most compelling reason to take out an Apple TV,  is universal search. Ask Siri through the remote to look for a movie or TV show, and it will hunt for the title not only in iTunes, but also in Netflix, Hulu, HBO and Showtime apps as well.

This is a dream for someone who spends a lot of time watching film and TV. We often refer to a third-party search engine to find out where we can stream something in particular, Apple removing that barrier so that SIRI can do this for you.

So too is the option to search the various libraries using natural requests like "Show me Bill Murray movies" or "Show me TV shows from the '90s."

Growing Up

The major iPad reveal at Apple's keynote this week was the iPad Pro, a model with a 12.9-inch screen. That's enormous.

Apple is introducing a powered stylus called "Pencil" to go with the iPad Pro, but as Samsung galaxy note we don't see a strong use for that outside of notations, drawing, and possibly graphic design. It seems like a business-focused pairing, rather than a consumer-minded one.