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Newly launched Apple Watch poses unique challenges for app developers

4:02AM | Friday, 24 April

With the Apple Watch having now officially launched in Australia, developers and businesses releasing apps for the platform are describing a number of unique challenges posed by the device, including dealing with a smaller screen, unreliable Bluetooth links and new contexts for apps.   The highly publicised launch of Apple’s wearable device will see the number of companies with smartwatch apps explode. The list of companies committing to apps on the platform includes Domain, REA, CBA, Fairfax, Qantas, Woolworths, OzLotteries, Westpac, St George and Zova.   They join startups such as Rewardle and Freelancer which are already operating on smartwatches via Google’s Android Wear platform and, in some cases, created apps even before the Apple Watch was officially announced.   Klyp mobile lead Tyson Bradford says many more businesses are taking a wait-and-see approach to the platform.   “At the moment as a digital agency, we’re not seeing a lot of demand for apps, but there is a lot interest in the business community. A lot of businesses are watching the launch very closely,” Bradford says.   Bradford says screen size is one of the major user interface issues developers need to consider when designing an app.   “In general, smartwatch keyboards are unusable and on the Apple Watch it’s non-existent. That creates a number of UI challenges. So for example, for an app that relies on communicating between two people, instead of a keyboard, Apple allows you to use predetermined emoji, draw on the screen or call them by voice. That means the whole UI needs to be rethought,” he says.   “The other issue is processing power and the necessity of being synced to the iPhone for many of the features. So, for example, the watch can’t access the internet directly, meaning you need to have your phone nearby – in a pocket, a bag or on a desk – when you want to call someone.   “That means if you have a fitness app, there’s a good chance the user won’t have their phone in their pocket when they go running – and you won’t be able to get data onto the internet in real time. So you really need to consider the context as well as the UI.”   Among the Australian startups preparing to launch an Apple Watch app is mobile ordering and payments platform AirService. Its chief executive and co-founder, Dominic Bressan says it’s important to be mindful of battery life, and that design elements work differently on a smaller screen.   “It’s a new platform, a new experience, and you can’t just shrink an iPhone app down to a smaller screen. So you have to pick which elements you bring from the iPhone to the Watch,” Bressan says.   “So notifications are something that naturally flows from the phone to the watch. I don’t see the full ordering experience translating to the watch, at least this stage. We will allow users to save a couple of favourite orders, but a full browse of venues with photos will remain on the iPhone.   “It has been really tricky developing an app without a device to test on and needing to do everything in a simulator. You have to remember things like the Bluetooth Low Energy connection is prone to drop out on the real device, but always works flawlessly in the simulator.   Likewise, Airtasker chief executive and co-founder Tim Fung says notifications are likely to be a key focus for the startups forthcoming Apple Watch app.   “For us, the benefits of an Apple Watch app are proximity and immediacy. Most of our Apple Watch app features are worker-centric features. We’re looking at scheduling, alerts and notifications that will allow them to move quickly and respond to an alert,” Fung says.   “When it comes to posting tasks, at this stage the interface just isn’t strong enough. That will change over time, thanks to the likes of Facebook and Twitter. Over the long term, we’re looking at things like using voice-to-text for tasks.”   Do you know more on this story or have a tip of your own? Raising capital or launching a startup? Let us know. Follow StartupSmart on Facebook, Twitter, and LinkedIn.

THE NEWS WRAP: Apple could ship Apple Watches to customers sooner than expected

4:53PM | Wednesday, 22 April

Customers who have pre-ordered the Apple Watch can expect to see their new gadgets at their doorsteps sooner than expected.   Customers in the US who pre-ordered the device were originally told their orders would not ship until May or April. However, many have received an email notification saying their orders are “processing”.   “We’re happy to be updating many customers today with the news that their Apple Watch will arrive sooner than expected,” an Apple spokesperson told TechCrunch.   “Our team is working to fill orders as quickly as possible based on the available supply and the order in which they were received. We know many customers are still facing long lead times and we appreciate their patience.” Professional certification startup Simplilearn raises $US15 million Professional certification startup Simplilearn has raised $US15 million in Series C funding, according to TechCrunch.   The startup specialises in online self-learning and corporate training, with analytics, project management, marketing and programming courses proving the most popular among consumers.   To date the startup has raised $US27 million and plans to have one million users by the end of 2015. Facebook launches new app to identify unknown callers Facebook has launched a new Android app to identify mystery callers, Re/code reports.   Called Hello, the app taps into information publically available on Facebook to identify who’s calling you – even if you aren’t friends with the person calling on Facebook.   The application only works if the person calling you has shared their number publicly on the social media platform. Overnight The Dow Jones Industrial Average is up 88.64 points, rising 0.49% to 18,038.27. The Aussie dollar is currently trading at around 77 US cents.   Do you know more on this story or have a tip of your own? Raising capital or launching a startup? Let us know. Follow StartupSmart on Facebook, Twitter, and LinkedIn.

THE NEWS WRAP: On-demand marijuana startup backed by Snoop Dog raises $US10 million

4:30PM | Tuesday, 14 April

A San Francisco startup that delivers medical marijuana to customers on-demand has raised $US10 million in Series A funding in order to launch nation-wide.   The capital injection was led by DCM Ventures, with 500 Startups and Fresh VC also participating in the round.   Founder and chief executive Keith McCarty said in a statement the funding will allow the company to fill 50 job vacancies across all areas of the business.   “We want to thank our early patients and partners in the San Francisco Bay Area who have contributed to our success to date,” he said.   “These major milestones are only possible with their support. The new funding enables us to expand rapidly by further developing our technology, building new dispensary partnerships and scaling our team for hyper-growth as we expand nationwide where marijuana is legal.”   Apple says no to selfie sticks   Apple is banning selfie sticks from this year’s Worldwide Developers Conference, according to Apple Insider.   “You are not permitted to make audio or audiovisual recordings of WWDC or take professional photographic or video equipment, or wearable recording devices into Moscone West or Yerba Buena Gardens,” the event’s attendance policy reads.   “In addition, you may not use selfie sticks or similar monopods within Moscone West or Yerba Buena Gardens.”   Pocket raises additional $US7 million in capital   Pocket has raised an additional $US7 million in funding in order to expand its team and launch in products, according to Venture Beat.   The startup allows users to save content from across the web – including social media platforms such as Twitter – and read it later or keep on-hand for future reference.   Pocket has raised $US14.5 million to date.   Overnight   The Dow Jones Industrial Average is up 59.66 points, rising 0.33% to 18,0365.70. The Aussie dollar is currently trading at around 76.7 US cents.   Follow StartupSmart on Facebook, Twitter, and LinkedIn. Buy tickets to the 2015 StartupSmart Awards.

Apple Watch: Why are so many, prepared to pay so much, without even knowing why?

4:24AM | Monday, 13 April

Within hours of the pre-order launch, the initial batch of Apple Watches were showing shipping times of two months. Not only had the cheapest Apple Watch Sport at AUD $499 sold out, but so had the Apple Watch Edition with a rose gold case and retailing at AUD $17,000.   And all of this for a watch that reviewers have given decidedly mixed reviews. The fact that people are willing to spend that much money on a device that they have no forehand knowledge of is a testament to the power that Apple devices have over their customers. The Apple Watch does nothing that other, far cheaper devices have done for many years. The Pebble watch, available for the past 2 years, covers most of the same functionality as the Apple Watch and retails for just AUD $89.   The truth of the matter is that the majority of people don’t actually know the difference. It has been a long standing joke about the number of people asking if the Pebble watch people are wearing is, in fact, an Apple Watch. For those that have worn a Pebble, or Android Wear or other smart watch, the reality of the usefulness, or otherwise, of these devices will have been long apparent.   It is a useful thing to get notifications of text messages on your watch, but the novelty of having your wrist buzz every time one of the 200 hundred a day emails arrives, rapidly wears off. Rejecting calls from your watch is also a useful feature, but answering the call and speaking into your watch is as socially acceptable as wearing Google Glass. Switching on the fitness functions on most smart watches like the Samsung Galaxy Gear 2 does a much poorer job of hear rate measurement than a dedicated fitness devices like the Fitbit.   The Apple Watch, although aesthetically more attractive perhaps than other devices, is in essence the functional equivalent of an AUD $350 Fitbit Surge. Whether the Apple Watch works as well as the Fitbit in terms of fitness tracking is yet to be seen.   According to Finder.com.au, 800,000 Australians, or 4.2% of the adult population, are intending to buy an Apple Watch. This is a similar number to those in the US that are intending to buy a watch, although this number has dropped from the nearly 10% of iPhone users who were intending to buy one back in December 2014.   Whilst it is easy to think of people stopping wearing an $89, or even an $300 device, as nearly 40% of wearable owners in the UK have done. It is much more painful to think of someone spending $1,000 doing the same.   Once again, we are seeing the enormous power of the psychological and social drivers behind being an Apple fan. Buying one of these watches is not an impulse purchase and it is not necessarily something that those buying these devices can actually afford.   In the US in 2013, households were spending 17% of their budget on technology. In Australia, an average family with 2 children spends about $6,000 a year on technology that ranges from telecommunications (mobiles, Internet connection, landlines) to streaming services for music and video. Within this context, it is even harder to justify spending the amount of money Apple is asking people to spend, on a watch that for the most part will simply be used to tell the time.   What may determine the success of the Apple Watch is its social acceptance by people who are not Apple Watch owners. Google Glass suffered from a view that a socially unaccepted technology was at the same time made exclusive, and therefore exclusionary, through its price. Although smart watches are less of a social imposition than a pair of glasses with a camera, looking at a watch in the company of others may be considered rude or signifying that the wearer is looking to be somewhere else. These social cues will need to be adapted for the case when people are looking at their wrist to see who is calling or texting and whether it is worth breaking a conversation to respond. Although society may adapt to this behaviour, it will take some time.   Whether the sales of the Apple Watch extends beyond the initial wave of early adopters is yet to be seen. It is hard to see how this will be sustained and the more conservative users will wait until at least next year, along with the possibility of price drops in the technology. Until then, the success of the watch will be easy to gauge by the number of people who are compulsively and continually staring at their wrists.   This article was originally published on The Conversation. Read the original article.

Aussie startup eCal sets up shop in New York

4:36AM | Thursday, 2 April

Calendar marketing platform eCal has established US headquarters after receiving a $2 million capital injection from Oxygen Ventures.   The startup received the funding as part of a reward for co-winning last year’s Big Pitch competition.   eCal founder and chief executive Patrick Barrett told StartupSmart the company had been servicing clients in America for some time but recently decided to set up shop in New York.   “We investigated both options – east coast and west coast – and spoke to other Australian companies in the sport entertainment space as well and asked their advice,” he says.   “We certainly came to the conclusion that the east coast was better for us. We established around 80% of our targets were located around the east coast – whether that’s New York, Boston, Atlanta… it certainly isn’t easy to travel to but that’s why we have a dedicated office and a dedicated team.”   eCal is just one of many Australian startups escaping the herd mentality and shunning San Francisco in favour of the Big Apple. While Silicon Valley is home to tech giants such as Apple and Facebook, New York is close to media and finance companies.   “There’s a big move in New York to bring tech companies in, particularly in Midtown,” Barrett says.   “We have access to the sports clients, but also importantly a lot of major media companies – the likes of NBC are just around the corner. We’re also close to the advertising media agencies, so when we extend into new verticals beyond sport those relationships are key to give us access to major brands.”   Barrett says he would encourage entrepreneurs thinking about setting up overseas operations to have the right people on the ground.   “The reality is you get what you pay for, and that’s the biggest piece of advice I give people,” he says.   “The other key message I tell people is you need to be there yourself – there’s no two ways about it. That’s why I’m going back to the US on Monday. The ideal case is where you have a co-founder or someone in the business who’s prepared to move over there… I think that’s the ideal scenario.”   Follow StartupSmart on Facebook, Twitter, and LinkedIn. Buy tickets to the 2015 StartupSmart Awards.

THE NEWS WRAP: Apple chief slams workplace discrimination

3:37PM | Monday, 30 March

Apple’s chief executive Tim Cook has slammed so-called “religious freedom” laws in the US that allow employers to discriminate against their employees on the basis of personal beliefs.   In an opinion piece for The Washington Post, Cook said that America’s business community recognised a long time ago that discrimination in all its forms is not just morally wrong but bad for business.   “Our message, to people around the country and around the world, is this: Apple is open,” he says.   “Open to everyone, regardless of where they come from, what they look like, how they worship or who they love. Regardless of what the law might allow in Indiana or Arkansas, we will never tolerate discrimination.” Phhhoto now has more than 1 million users Camera app Phhhoto has broken the 1 million user mark.   The startup launched an app last year that allows users to record GIFs and upload them to a public feed.   Co-founder Omar Elsayed told TechCrunch the next stage for the app is to improve the user experience.   “The product has gotten to a point where the Phhhoto media type is something that our users are enthusiastic about, so now it’s about how we can loop that into new ways of communicating, and perhaps even new content types,” he says.   To date the startup has raised $US225,000 ($A294m) in seed funding. Drifty announces $US2.6 million capital injection Software startup Drifty has raised $2.6 million in order to fund its product development, TechCrunch reports.   The round was led by Chicago-based firm Lightbank with participation from Founder Collective and previous investor Arthur Ventures.   Drifty is a graduate of the TechStars Cloud 2013 incubator. Last year the startup raised $1 million in seed funding. Overnight The Dow Jones Industrial Average is up 263.65 points, rising 1.49% to 17,976.31. The Aussie dollar is currently trading at around 76 US cents.   Follow StartupSmart on Facebook, Twitter, and LinkedIn.

The four reasons this is a magical time for entrepreneurs: Matt Barrie

3:15AM | Wednesday, 25 March

We are living in a “magical time” for entrepreneurs according to Matt Barrie, founder of Freelancer.com, and SmartCompany advisory board member.   Speaking at yesterday’s Creative Innovation Conference in Melbourne, Barrie said we are living in a period of “unprecedented growth” powered by the internet. He outlined four global macro trends that he says have led to “a remarkable period of disruption”. 1.  Software is eating the world   Marc Andreessen, co-founder of Netscape, famously said software is eating the world. “Every business is waking up to realise it’s a software business,” Barrie said.   He says the world’s biggest book company, Amazon, is a software company, the world’s biggest video service, Netflix, is a software company.   2.  Most of the world’s population are yet to use the internet   Barrie says there are tremendous opportunities for growth as more and more of the world’s population gets online.   “There are 4 billion people not yet online,” Barrie said. “There as twice as many people on the internet in China as the entire population of the United States.”   Facebook and Google are working hard to enable more and more people to access the internet while simultaneously, Barrie says, every industry is now being digitised.   For digital businesses like Freelancer, this means increasing numbers of clients. “We are in the early stages of replicating a country in software,” he said. “We have a population the size of Belgium”.   3.  Distribution is unprecedented   Technology adoption speed is increasing as distribution gets faster and faster, according to Barrie.   Facebook went from zero to a billion users in eight years, the Apple iPhone got to 40 million units in two years, and the iPad ramped even faster.   “Consumers are adopting faster and faster but distribution is also occurring faster and faster,” Barrie said.   Technology enables “distribution fire hoses” to reach the potential clients more and more quickly.   4.  Stuff is free, stuff is cheap   Barrie says it’s cheaper than ever to build a business.   “The great thing about this is everything you need to build a business is free …  if it’s not free it’s virtually free,” Barrie said.   He cites tools such as Google docs, MailChimp and Canva as all providing free or close-to-free business services.   “You can start a business off the back of a credit card,” Barrie said.   For example, RetailMeNot was built with $30 in one weekend, bootstrapped to $30 million in revenue and then sold to WhaleShark for $90 million five years later. Now, RetailMeNot is listed in the United States and has a market capitalisation of several billion dollars. The original founders were clever enough to retain shares.   All these factors mean that businesses can succeed at a quicker pace than ever before, Barrie says.   “It took Apple eight years to reach $1 billion in revenue, Google five years, companies are doing this faster and faster,” he says.         This article originally appeared at SmartCompany.

Apple Watch shows the craft in new tech and the limits of 3D printing and crowdfunding

3:48AM | Thursday, 19 March

Ahead of its launch the Apple Watch has been criticised for its price and upmarket focus, but the product shows how traditional industries are being enhanced by new technologies.   In its Watch Craftsmanship videos Apple shows off some of the workmanship that goes into manufacturing the device and the Atomic Delights blog has a deep look at the processes and the design decisions behind the company’s choice of techniques.   What Apple’s series shows is that making top end devices is capital intensive and very, very hard. It also puts lie to the idea that raising a few thousand, or even million, dollars on Kickstarter will get a luxury item to market.   Greg Koenig, the author of the Atomic Delights blog, gushes about Apple’s attention to detail and high quality manufacturing.   I see these videos and I see a process that could only have been created by a team looking to execute on a level far beyond what was necessary or what will be noticed. This isn’t a supply chain; it is a ritual Apple is performing to bring themselves up to the standards necessary to compete against companies with centuries of experience.   It’s clear Apple isn’t stepping back or making any compromises in making its mark on the watch industry, even though the entire global market for timepieces is less than one quarter’s income from the iPhone.   At the other end of the market the 3D printing revolution continues with Feetz raising $3 million for its customised shoemaking operation.   While Feetz is an impressive and quirky business with great promise, it shows the rough-and-ready face of the makers’ movement and the businesses relying on 3D printing services; it’s a world away from the Apple Watch.   While both crowdfunding and 3D printing are going to have a massive effect on business and manufacturing, the truth is that other manufacturing methods are still going to be used by deep pocketed companies. Nothing is ever as simple as we think.   For business owners and managers, particularly those in manufacturing, concepts like 3D printing and crowdsourcing are worth investigating to see how they can help, rather than disrupt, existing work practices.

Technology and fashion converge in the Apple Watch

3:18AM | Thursday, 12 March

Apple’s ability to mesh technology with beautiful design will be put to the test when it finally releases the much-anticipated Apple Watch. The tech giant is taking a super-advanced piece of technology and packaging it as a fashion statement.   Although the iPhone-compatible wearable watch is still more than a month from its official release date, the hype is building among Apple enthusiasts and fashionistas alike as they anticipate the first product Apple has designed to be worn.   On April 24 this year, the new smartwatch will find its way on to store shelves in a dazzling variety of colours and styles to trump even the options for the iPhone 6 and 6 Plus. There will be 38 Apple Watch choices with a range of changeable faces – including an animated Mickey Mouse face. Apple says the watch is designed to be “highly customisable for personal expression”, allowing the owner to make a unique statement.   The watch is all about personalisation, even more so than previous Apple products, which have sported various colour possibilities plus the option of engraving the iPhone, iPod and iPad, which will also be available for the watch. With six band types and 18 interchangeable colours, you can don the sport band for a gym session and switch effortlessly to the Milanese loop for a night out. Wearable technology But is the world ready for wearable technology? We can hardly forget the moment when fashion designer Diane von Furstenberg put Google Glass on the runway in 2012.   But the Google Glass project is currently on hold. This head-mounted optical display was seen as somewhat dorky, giving rise to the opinion that technology belongs on our desks and not on our bodies.   So the question remains: will the Apple Watch succeed as a fashion item in a way that Google Glass has not? The emphasis on creating a fashionable product is readily apparent, with Apple leaning heavily on fashion insiders and retail gurus throughout the development phase. Apple is betting big on the success of its watch.   Apple’s senior vice president of design, Jony Ive, even introduced the device to iconic designer Karl Lagerfeld and a 12-page spread is reportedly being prepared for Vogue.   In case we needed further evidence that Apple is taking the fashion aspect seriously, super model Christy Turlington Burns appeared alongside Apple CEO Tim Cook to spruik the watch. She went so far as to call the Apple Watch a chic fashion accessory at the official launch. The price of design Given the emphasis on luxury, it is perhaps not surprising that the Apple Watch comes with a designer price tag for the 18-karat solid gold edition, which also has a top-of-the-line computer inside it. Apple says prices for these top-of-the-range models start from A$14,000.   For those of us who are not prepared to take out a loan on what is essentially a piece of jewellery, the entry-level Apple Watch Sport with its aluminium body and rubber strap starts at A$499 for the 38mm version and A$579 for the 42mm.   One step up from there is the Apple Watch, which has a A$799 or A$879 price tag for the 38mm and 42mm versions respectively.   Depending on the band you choose, be it classic leather or the Milanese loop, expect to pay up to A$1629. Apple has never been shy of setting premium prices. What can the watch do? Given the hefty price tag, you may well be inclined to ask: what does the Apple Watch actually do (after telling you the time)? Quite simply, the watch aims to get us moving.   Like the Fitbit -— an early leader in the fitness tracking market -— the Apple Watch is an activity tracker that counts our steps and measures our heart rate. And let’s not forget, it’s also a timekeeper and rather novel communication device.   Despite similar products on the market, Apple is betting that it can do it better, thanks to its ecosystem of hardware, software and services. Coupled with a loyal fan base and the watch’s status as a fashion item, Apple is likely to be on to another winner in terms of sales.   But despite its potential to help us achieve our fitness goals and perhaps curb obesity rates in Australia (three in five adults and one in four Aussies children are overweight), will we see Apple move from a well-loved consumer brand to the next big name in fashion?   There does seem to be a convergence of technology with fashion.   This article was originally published on The Conversation. Read the original article.

Soon smartwatches will listen to your body to work out how you’re feeling

3:25AM | Wednesday, 11 March

Final details of Apple’s new smartwatch have finally arrived at the firm’s glitzy Spring Forward event. But while the hype machine steps up another notch, there are other issues regarding health and self-tracking and, possibly even more important, over wearable tech companies' interest in our emotional lives.   Apple’s Watch records exercise, tracks our movements throughout the day, assesses the amount of time we are stood up and reminds us to get up and move around if we have been sat for too long – let’s not forget Tim Cook’s “sitting is the new cancer” line. It achieves this by means of an accelerometer, a heart rate sensor, WiFi and GPS. There are already many smartwatches on the market such as the Pebble and offerings from LG, Sony, Samsung and Motorola, among others. Of course, these haven’t had the Apple marketing Midas touch.   Whether the Watch will be a flop or success, Apple’s entry is a significant contribution to industry-wide attempts to get us using wearable devices. The market is predicted to grow from 9.7m units in 2013 to 135m in 2018, according to CCS Insight, while a report from UK retailer John Lewis also records steady growth in wearables for health and well-being: sales were up 395% from 2013. This is notable because John Lewis is not aimed at the tech-savvy, and therefore presents a reasonable indicator of mass-market take-up of wearables. Information is power   To understand the significance of Watch and other self-tracking wearables, we should look to Silicon Valley and the Quantified Self movement. This began in San Francisco around 2007 as the editors of Wired magazine, Gary Wolf and Kevin Kelly, initiated a group of like-minded people interested in “self-knowledge through numbers”, a motto and philosophy of sorts for the Quantified Self movement. It entails a deeply libertarian outlook of de-centralisation, a shrunken state, autonomy and self-reliance, and pre-emptive and preventative measures based on the use of data.   Apple’s move into wearables is inevitable as the market grows, but the broader interest in health is also notable. It reflects an interest from corporations and national health providers alike in promoting preventative and anticipatory technologies. The promise wearable technology offers is information: about consumers' and patients’ behaviour, their health, and whether they stick to prescribed treatments.   This has ushered in an age of medical self-interrogation, in real time and real life contexts, whether this be from office pressure, in relationships, or the impact of disease or physical stresses on the body. Wearables are only part of the health story, as advocates of digital health care foresee how the doctor-patient approach would be radically altered by means of wearable monitors and sensors in the home. Technology behemoths such as Apple and Google alongside many startups would clearly be interested in the possibilities offered by reorganising health provision along these lines. Think and act   Beyond health, Apple’s interest in emotion is key to understanding the significance of its watch. Apple’s website promises that we will reach out and connect in ways we never have. Watch will allow us to draw doodle pictures and observe others as they create theirs, give loved ones a “tap” on the wrist to show we are thinking of them, send real-time heartbeats to others, and so on.   The message is to use connectivity to be intimate even at a distance, with the language Apple uses an attempt to claim intimacy and sociability from afar, and to humanise and make palatable what are essentially tracking technologies.   There is however a more literal emotional dimension to biometric technologies: the Watch is an example of what I term empathic media – machines able to assess, collect and make use of data about our emotions. This can be achieved through interpretation of speech patterns and tone, gesture, gaze direction, facial cues, heart rates, and respiration patterns. While Apple’s product does not offer all this (although earlier iterations of Watch made similar promises), it still sits within a wider context of technologies that quite literally feel our bodily reactions.   Until now the online world has understood our preferences through the search term keywords we use and what we click; empathic media will quite literally feel our reactions. This is important because if companies can understand moods, emotions or states of arousal, they have access to information that may sway the decisions we make.   We have yet to see Apple’s privacy policy for the watch. While I’m sure it will state that no personally identifiable information will be disclosed to third-parties, what remains to be seen is what can be drawn from aggregated biometric and emotional data, and where that data ends up. This is a key revenue stream for other empathic media and wearable companies. Will Apple be doing the same?   *This article originally appeared at The Conversation.

THE NEWS WRAP: Apple gives $US50 million to improve diversity in tech

3:35PM | Tuesday, 10 March

Apple is donating $US50 million ($A65m) to organisations that strive to improve diversity in the tech sector.   Apple’s head of human resources Denise Young Smith has told Fortune the company was partnering with several not-for-profits in order to increase the workplace participation of women, people of colour, and people with diverse sexualities and genders.   “We wanted to create opportunities for minority candidates to get their first job at Apple,” she said.   “There is a tremendous upside to that and we are dogged about the fact that we can’t innovate without being diverse and inclusive.”   The news follows Apple’s announcement that the Apple Watch will launch worldwide on April 24. What’s happened to Yik Yak? Anonymous messaging app Yik Yak has quietly disappeared from the Google Play charts.   An investigation by TechCrunch found the startup was delisted from Google Play in October 2014, suggesting Google has taken action against the platform.   The company has previously come under fire for publishing “demeaning” and “sexually explicit” language and imagery.   Yik Yak brought on $US62 million in capital late last year in a funding round led by Sequoia Capital – valuing the startup at between $US300 million and $US400 million. Google’s CFO to retire Google’s chief financial officer Patrick Pichette has announced he is retiring in order to spend more time with his family.   In a post on his Google+ page, Pichette said he will hand over the role in the coming months after the company finds a suitable replacement. “Life is wonderful, but nonetheless a series of trade-offs, especially between business/professional endeavours and family/community,” he said.   “And thankfully, I feel I’m at a point in my life where I no longer have to make such tough choices anymore. And for that I am truly grateful.” Overnight The Dow Jones Industrial Average is down 332.78 points, falling 1.85% overnight to 17,662.94. The Aussie dollar is currently trading at around 76.26 US cents.   Follow StartupSmart on Facebook, Twitter, and LinkedIn.

What Aussie iOS developers think of the Apple Watch

3:01AM | Tuesday, 10 March

Australian iOS developers are excited about the upcoming launch of the Apple Watch and say “wearable-first” will soon be the new “mobile-first”.   The Apple Watch will launch on April 24, with customers able to pre-order the highly anticipated device 14 days before it is officially released.   Apple has also confirmed how much each version of the smartwatch will cost, with the cheaper Apple Watch Sport setting Australian customers back between $499 and $579.   Meanwhile, the standard Apple Watch will cost up to $1629, with the premium Apple Watch Edition costing a whopping $14,000.   Mark McDonald, the co-founder and chief executive of Appster, was at the Apple Watch presentation in San Francisco and says he is “very excited” about the product.   “We saw how Facebook would work and it is really interesting how one must look at building a minimum viable product more than ever before because the amount of functionality built into such a small amount of space is crazy,” he says.   “The Apple Watch is almost like Google Glass done right… they realised the user liked larger screens on phones but also want to think about form, function and user experience and how that’s a little different on wearable tech – it needs to be a bit smaller.”   McDonald says the Apple Watch design is “very socially acceptable” and developers need to make sure that their apps load in no more than four seconds – the time it takes to reach into your pocket and pull out your phone.   “As the apps designed for it have a quick to use core functionality, those are the apps that are going to be very successful,” he says.   “We think the Apple Watch is right on the timing… the form and function is right and they have an existing market. Just today we’ve got clients a couple of floors up on our office who are working on developing Apple Watch products already. A lot of people are thinking not just mobile-first, but wearable-first.”   Paul Coleman, from Fuse Mobile, told StartupSmart he also thinks Apple has gone “to great lengths” to ensure their smartwatches will be both desirable and fashionable products.   “The exciting phase will be when we start seeing killer apps made specifically for wearables from the developer community,” he says.   “This is what will make the watch an attractive purchase for consumers and be something truly useful rather than a glorified second screen.”   Guy Cooper, the managing director of Wave Digital, says the price point of the Apple Watch could potentially be an issue – but price hasn’t deterred Apple fans in the past.   “The Watch is going to be particularly useful to companies in the health and fitness space and may just blow some of the existing wearables in that space out of the market,” he says.   Logan Merrick, from app development company Buzinga, says an exciting aspect of the Apple Smartwatch is its ability to simplify the reading of messages, checking notifications and taking directions.   “We’ve been pushing a method to support this type of development that we’ve come to call ‘threesixty design’… which is simply designing software for a dynamic experience,” he says.   “Human behaviour isn’t linear, it’s dynamic. So we have to think of design in the same fashion.”   Danny Gorog, director of app development company Outware, agrees that Apple’s smartwatch range will take wearables “to a new level”.   “Outware is already working with our clients to reimagine their apps on Apple Watch and look forward to sharing more when the watch is released.”   Follow StartupSmart on Facebook, Twitter, and LinkedIn.

Apple releases its watch and makes a surprise move into the area of medical research

3:52AM | Tuesday, 10 March

Apple’s event at San Francisco’s Yerba Buena Center was widely expected to focus on the release of the Apple Watch. ResearchKit In a move that took everyone by surprise however, Apple also released a new software platform called ResearchKit. Like HealthKit, the platform enables medical researchers to create applications that specifically support the enrolment of subjects in medical trials and the continuous collection of data for research projects. Five sample applications supporting research into Parkinson’s Disease, Cardiovascular Disease and Breast Cancer, were built with partner universities in the US, UK and China for the launch of the kit. Unusually for Apple, the platform will be Open Sourced which means that others can contribute to the core platform.   Apple has made it clear that none of the data collected through ResearchKit will be seen by Apple.   The benefit of using a software framework of this type is that it standardises the collection and sharing of research data, potentially in real time from research subjects. Data collected in multiple studies could potentially be linked and shared.   Apple is not the first company to throw resources into helping researchers use technology in their research. Google and Amazon have both built computing infrastructure to support research involving large amounts of data and high performance computers. With ResearchKit, Apple is facilitating one of the more challenging aspects of research, interfacing with test subjects. HBO Now In more traditional form, Apple also used the event to announce a lowering of price of the Apple TV box by 30% to US $69. It will also be the exclusive platform for the release of a service called HBO Now, that will provide all of HBO’s content via the device. This means that the new episodes of Game of Thrones can be subscribed to directly from HBO for $14.99 rather than through a cable subscription. Disappointingly to the rest of the world, the service will be available only in the US when it launches. 12 inch MacBook Apple has released a new 12 inch MacBook which is not in the “Air” range but is actually thinner and lighter than any of the MacBook Airs and boasts a retina display. Technologically, the laptop will be the first Apple device to support the new USB C cable configuration which resembles Apple’s Lightning cables but replaces the display, charging and data transfer ports.   The MacBook Air and MacBook pros get refreshes with faster components across the range. Apple Watch Although the Apple Watch had previously been announced, the final launch of the watch was expected to fill in many of the questions about what would be actually released, and at what price. Most of the introduction by Apple CEO Tim Cook however was a re-run of the previous event.   What was new were especially created apps that were available for the release of the watch including apps from Instragram, Uber, Twitter, SPG (hotel check-in and room key functionality), Shazam, and Apple’s own Apple Pay, Passbook and on-watch Notifications. Apple Watch apps will have their own section in the iTunes store.   Although the presentation was not completely new, it highlighted how innovative the interface on the watch was. Time will tell whether this overcomes some of the limitations of this type of interface highlighted by Android Wear and Samsung’s Galaxy Gear.   The Apple Watch Sport in anodised aluminium will come in two sizes (38 mm and 42 mm) and will cost US $349 and $399 for the two sizes. The stainless steel Apple Watch will also come in the same two sizes and cost between US $549 and $1,049 depending on the band. The gold Apple Watch Edition will be released in limited outlets and cost $10,000.   The watches will be available for pre-order on April 10th and shipping on April 24th in 9 countries including Australia and the UK.   Questions still remain about how the watch will do, how often it will need to be recharged and whether sufficient numbers of Apple customers actually buy the watch. However, as with all Apple events, the speculation is now over and the debate based on experience can begin.   This article was originally published on The Conversation. Read the original article.

Apple may have arrived late to the party, but with Watch it's brought a gun to a swordfight

3:45AM | Tuesday, 10 March

While all eyes and ears were trained on news of its smartwatch, Apple also used its spring Keynote to introduce changes to Apple TV, revisions to its laptop lineup, and a new service that builds on the health monitoring aspects of smartwatches to perform data collection for medical research.   As one digital TV service after another launches many have been left wondering when HBO, whose television dramas are highly sought and widely watched properties, would play its hand. And here it is: a partnership with Apple that makes the entire HBO back catalogue available through the new HBO Go digital streaming service, available exclusively through Apple TV. So while the Apple TV hardware hasn’t been updated for years, the partnership with HBO (and a price drop to £59) is a nice reminder for those who may have overlooked it.   Apple has extended its reach into car dashboards with CarPlay, into home automation with HomeKit, and into health monitoring with HealthKit. Apple hopes that ResearchKit, a new open-source API and service, will form the foundation for apps that can collect health data from larger numbers of volunteers, increasing sample sizes and frequency of data collection, making the data more useful for researchers. Five apps have been developed so far, to investigate Parkinson’s Disease, asthma, diabetes and cardiovascular disease with research groups in leading hospitals. There is an emphasis on privacy, with the user controlling the degree of information that is being shared.   The new Macbook – neither Air nor Pro – comes with the latest retina display, a faster, more energy efficient processor, and a trackpad that can supply tactile feedback. In a 12" format that fills out the line between 11" and 13", it is lighter and thinner even than the Air, has a re-engineered keyboard and somewhat controversially rolls many ports into just one: the USB-C standard port, which will handle HDMI video, external hard drives and other USB peripherals. Inevitably this is going to mean buying another set of cables. Watch my watch In any other keynote this reveal would have been the main news item. But of course the main event was the watch. Seven months since Tim Cook first revealed the device, it’s been a long wait for more technical details. Opinion is still split on whether it will be a hard sell. With fewer people wearing watches anyway, the market is split between those who want a fitness tracker and those that want a beautiful luxury object. Is there a need for a device which essentially duplicates the functionality of a smartphone? Apple has to convince us that the watch offers more, in clear terms of where glancing at a watch is preferred to pulling out a phone.   Usually reserved to only one or two colours, this time Apple offers 20 different combinations of ways to customise the watch in size, colour, watch and strap material – probably a necessity in order to sell a device that by nature of being frequently visible is more fashion than function.   The styling of the watch itself is reminiscent of the first iPhone, with three versions in two different sizes, 38mm or 42mm high: the cheapest Apple Sport at £299 with an aluminium body and plastic straps, the middle tier Apple Watch from £479 in stainless steel and wrist bands in leather, steel or plastic, and the gold Apple Watch Edition, which starts at £8,000 – perhaps more expensive even than the Apple Lisa from 1983, which sold at US$15,000 at the time.   Most of the functionality of the watch requires an iPhone within a few metres – maps, messages, Siri and other apps are relayed from the phone using WiFi or mobile data. Apple suggests that the battery will last 18 hours in a typical day. Not first to market, but best? Apple invests heavily in research and development to create new devices and interfaces that differentiate its products, at least, until competitors release their responses. Apple’s watch uses an Ion-X glass or Sapphire crystal screen which is pressure-sensitive to varying degrees. The side-mounted dial, which Apple terms a digital crown, enables scrolling and clicking, and a button below it jumps to frequent contacts. It has a “Taptic” engine which provides vibration feedback for certain apps, for example suggesting directions in Maps. The sensors on watch’s underside detect heartbeat and combine with the accelerometer to measure physical activity, something Apple is pitching as a major selling point.   Developers are already creating software that will extend their iPhone apps to interact with and be accessible from the watch, as Apple has with its Apple Pay contactless payment system. Miniature messages appear on the device in what Apple calls Glances, giving the impression of dealing with such messages quickly without the hassle of pulling out a phone.   Will it sell? In the past 18 months customers have bought 5m smartwatches or fitness bands, with Samsung flooding the market with many smartwatch devices, but with fitness bands accounting for the majority of sales. Current estimates suggest that Apple could sell more than 8m watches, eight times as many as its largest competitor.   While many of its features will appear in competitor’s smartwatches in the subsequent years, for the moment the eponymous watch is best in class. To sound a note of caution: like the first generation iPhone, the second generation device will probably be half as deep and run twice as long. You may be unfazed about the risks of being an early adopter, but if the idea of paying another few hundred pounds for the latest model next year isn’t appealing, it may be sensible to wait.   This article was originally published on The Conversation. Read the original article.

THE NEWS WRAP: Apple announces Apple Watch pricing and launch date

3:21PM | Monday, 9 March

Apple has confirmed its Apple Watch will launch on April 24, with customers able to pre-order the highly-anticipated device 14 days before it is released.   Apple has also confirmed how much each version of the smartwatch will cost, with the cheaper Apple Watch Sport setting Australian customers back between $499 and $579.   Meanwhile the standard Apple Watch will cost up to $1629, with the premium Apple Watch Edition costing a whopping $14,000.   Apple’s chief executive Tim Cook has promised the smartwatch’s battery will last an entire day, according to Fairfax. Twitter acquires video streaming app Twitter has confirmed it has acquired video streaming app Periscope for an undisclosed amount, according to Business Insider.   The startup is still in private beta, with a public launch date yet to be announced.   The deal follows Twitter’s acquisition of celebrity advertising startup Niche last month, also for an undisclosed amount. The startup helps advertisers partner with celebrities and people with large social media audiences on Vine and other platforms. Facebook will shut down FriendFeed Facebook is officially shutting down FriendFeed, the social network it acquired in 2009 for reportedly $US50 million.   In a statement to Re/code, Facebook said it has been maintaining the service for the last five years but usage has been declining steadily.   “Given this, we’ve decided that it’s time to start winding things down,” the company said.   “Our thanks go out to the FriendFeed community for its many years of support.”   FriendFeed will remain active for the next month before being shut down completely. Overnight The Dow Jones Industrial Average is up 138.94 points, rising 0.78% overnight to 17,995.72. The Aussie dollar is currently trading at around 77.07 US cents.   Follow StartupSmart on Facebook, Twitter, and LinkedIn.

Brisbane-based startup helping tech companies manage their online presence

3:50AM | Monday, 9 March

A Queensland startup is hoping to help other fledging tech companies monitor their online profiles in order to maximise digital opportunities and placate dissatisfied customers.   Based in Brisbane, myPresences hopes to make it easier for businesses to juggle their online reputation across numerous platforms such as Reddit, Product Hunt, HackerNews, AngelList and even the Apple and Google Play stores.   Founder Paul Gordon told StartupSmart the platform was originally designed for small businesses, but after a conversation with a venture capitalist around two months ago he introduced additional features for startups.   “Being able to monitor people leaving reviews on the app store or if your business has been posted to Reddit is really important,” he says.   “You don’t have the time to be going and checking all those sources. You can also get a really good idea of who is following and unfollowing you and in one simple place be able to see everything that is happening online in terms of your business.”     Gordon says startups can also compare their online presence with other companies.   “If you want to maybe see your review count on the Google Play store against your competitor, you can do things like that,” he says.   “It’s a good metric to get an idea of how your competitors are listed and where they’re getting activity – it might be a good place where you can also get activity.”   “There are lots and lots of places out here on the internet where you can promote your business, but if you start putting yourself out there too much you can lose control. You might also have posted your startup a year ago, but the data might be up to date.”   Follow StartupSmart on Facebook, Twitter, and LinkedIn.

THE NEWS WRAP: Sydney software engineer discovers how to text politicians with simple iMessage trick

3:33PM | Monday, 2 March

A Sydney software engineer has discovered a way to text federal MPs and senators without knowing their mobile number.   Fairfax reports Justin Simon, a developer from New South Wales, sent a rude message to Attorney-General George Brandis’s iPhone by using his parliamentary email address to send him an iMessage.   The prank follows heated debate over the Abbott government’s proposed data retention scheme, which would require Australian phone and internet companies to retain customer data so intelligence agencies can access it without needing a warrant.   The plans have raised concerns about press freedom in Australia and the need to protect whistleblowers from government agencies. Apple’s smartwatch will be available in countries outside the US next month Apple’s chief executive Tim Cook has told Apple Store employees in Germany that the Apple Watch will be available outside the US next month, according to 9to5Mac.   The comments were made in Germany at the company’s flagship store in Berlin, indicating the smartwatch’s rollout could be more aggressive than first thought.   More than 300,000 smartwatches were sold in Australia last year, according to Telsyte. The analytics firm estimates Australia’s smartwatch market will exceed $400 million by 2018. Tinder launches Tinder Plus Popular dating app Tinder has released a premium version of its app called Tinder Plus, in a bid to bring in revenue from its millions of users worldwide.   The premium service introduces a range of new features including a “rewind” function that allows users to go back in time and review people they had previously dismissed, or “swiped left”.   Tinder Plus also allows users to change their location in order to “connect with people anywhere around the world”.   “Passport creates real, one-on-one connections with people across the globe,” Tinder said in a statement.   “Whether you're planning vacations and business trips or simply expanding your social network, with Passport, you're swiping before you arrive.” Overnight The Dow Jones Industrial Average is up 149.60 points, rising 0.83% overnight to 18,282.30. The Aussie dollar is currently trading at around 77.68 US cents.   Follow StartupSmart on Facebook, Twitter, and LinkedIn.

THE NEWS WRAP: Apple ordered to pay more than $500 million in damages

2:31PM | Wednesday, 25 February

Apple has been ordered to pay $US532.9 million ($A670m) after a federal jury found its iTunes software infringed the rights of patent licensing company Smartflash.   The Texas jury deliberated for eight hours and determined Apple had used Smartflash’s patents wilfully and without permission, according to Reuters.   Smartflash had originally been asking for $US852 million in damages.   “We refused to pay off this company for the ideas our employees spent years innovating and unfortunately we have been left with no choice but to take this fight up through the court system,” an Apple spokesperson told Reuters.   The news follows the announcement of Apple’s first quarter results, which last month saw the company post a record net profit of $18 billion. Pebble crowdfunding campaign set to break $10 million mark US-based startup Pebble has smashed its latest crowdfunding target, breaking the $US9 million mark with more than 30 days to go.   The crowdfunding campaign, which aims to jumpstart the production of the company’s Pebble Time smartwatch, is already the third most-funded project on Kickstarter.   The startup was originally asking for half a million dollars, but now only needs to raise another $US4 million in order to become the most-funded project on the crowdfunding platform.   The company previously raised more than $US10 million in 2012 from more than 68,000 backers. US photography startup raises $50 million to explore virtual reality Photography startup Lytro has raised $US50 million in order to explore virtual reality technology, according to Re/code.   The US-based company, founded in 2006, uses light field technology in order to capture the entire light field – which means users can focus a picture and change its perspective after the photo is taken.   Chief executive Jason Rosenthal told Re/code the strategic shift would not be without “some cuts” to staff.   “Fifty million dollars is a nice big number, but it is not unlimited. We had to make some pretty tough decisions.” Overnight The Dow Jones Industrial Average is up 0.04%, rising 7.61 points to 18,216.80. The Aussie dollar is currently trading at 78.89 US cents.   Follow StartupSmart on Facebook, Twitter, and LinkedIn.

Apple's record earnings show app economy's meteoric growth

2:06AM | Thursday, 19 February

Even as the US economic recovery remains subpar with employment gains in only the lowest-paying jobs – and sluggish gains at that – one segment is surging: the still-nascent app industry.   Apple’s latest earnings report, in which it posted a record $18 billion in profit in its first quarter, offers a glimpse of what we can achieve with this app economy.   The iPhone maker passed two important milestones: it reported the largest quarterly earnings of any publicly traded company in history and paid, it said, a record $10 billion to developers in 2014 as total App Store revenue rose 50%.   The first record is primarily significant to Apple and its shareholders and is due to strong sales of the iPhone 6, the latest iteration of the company’s flagship product.   The other milestone goes much deeper and reaches far more of us. When fully developed, the entire app ecosystem will be able to help drive the US economy, providing high-paying jobs to a growing number of Americans.   During Apple’s earnings call, CEO Tim Cook reported that his company sold its 1 billionth device running iOS, providing developers with a huge customer base. That has helped the developers earn $25 billion since the iPhone’s launch, with almost half of that coming in just 2014.   Could app development become a significant pillar of growth in the US for the foreseeable future? Could these high-tech, higher-paying positions be more self-sustaining than the other jobs created during the economic recovery? Let’s take a closer look. Welcome to the App economy To put this into perspective, the tremendous growth in the iOS ecosystem has allowed its developers to earn slightly more than the US box office revenues of every Hollywood studio combined.   And that’s just one app store, in the US, and excludes related revenue from ads, services like data storage and other sales not processed by Apple.   The Google Play Store, the other major player in the app economy, pays out billions more. Developer Economics forecast the global app market to be worth $143 billion by 2016, more than double the $68 billion estimated in 2013. That compares with about $300 billion for the global PC and tablet market.   Even more impressive than the revenue statistics is the number of jobs it supports, tallying 627,000 in the US, close to double the 374,000 in Hollywood.   About 77% of these app developers are start-ups and small companies, and more than half say they are hiring, according to a survey by ACT | The App Association, a Washington, DC-based think tank for mobile software companies.   The report also shows that the app economy is thriving in every region of the US. While 22% of developers are based in Silicon Valley, the rest are spread across the country, with more than 20% each in the South and Northeast.   So where is all this growth coming from? More than an economy, a cultural shift With the growing number of smartphones, tablets and other devices in consumer hands, you would naturally expect more apps to be downloaded and developers to make money money. But that alone isn’t enough to explain what is happening in the marketplace.   The app economy is more than just a collection of applications. It represents a significant cultural force in society as consumers increasingly want and developers deliver on-demand services.   For instance, Uber provides chauffeurs in an instant, while Handy can send cleaners your way. Need a doctor to make a house call? Try Medicast. How about a lawyer? Use Axiom and an attorney will be knocking on your door in two hours.   The list goes on. The app economy simply provides the fuel for an on-demand culture that has transformed every industry it has touched. As the saying goes: if there is a need, there’s an app for that.   We all have smartphones in our pockets, and we use them in more ways that we can count. That means the incredible growth Apple reported in iOS developer earnings in 2014 could continue for years to come, resulting in more high-skilled, high-paying jobs that are more likely to stick around during the next economic downturn.   This article was originally published on The Conversation. Read the original article.

Why apps fall foul of Apple: poor information and too buggy main reasons for App Store rejections

2:35AM | Wednesday, 18 February

Bugs and a lack of information account for a large number of app rejections by Apple’s App Store.   Apple recently published the top 10 reasons for app rejections for the 7-day period ending February 12, 2015, and incompletion information and apps that exhibited bugs accounted for 24% of rejections.   Apple has reminded developers to make sure their app descriptions and screenshots clearly convey the app’s functionality. The company also asks developers not to mislead consumers.   “Your app must perform as advertised and should not give users the impression the app is something it is not,” Apple says.   “If your app appears to promise certain features and functionalities, it needs to deliver.”   Apps also get rejected from the App Store because they do not have enough “lasting value”.   “If your app doesn’t offer much functionality or content, or only applies to a small niche market, it may not be approved,” Apple says.   “Before creating your app, take a look at the apps in your category on the App Store and consider how you can provide an even better user experience.”   Danny Gorog, director of Australian app development company Outware, told StartupSmart he welcomes Apple becoming more transparent about the app rejection process.   “It’s great that Apple are opening up and providing more transparency around the reasons for app rejections,” he says.   “Developers should use this information to ensure that when they submit an app they have provided all the required information. This way they can have more confidence that their app will make it onto the store.”   Gorog says this approach will provide a better experience for customers, which will in turn drive user engagement – a win for both developers and the App Store.   “We pay close attention to the design of each app we create and ensure that they follow the guidelines mandated by Apple and Google, because ultimately we strongly believe that a great user interface is critical to creating a great app experience.”     Top 10 reasons Apple rejected apps (taken from 7‑day period ending February 12, 2015)   14% More information needed.   10% Guideline 2.2: Apps that exhibit bugs will be rejected.   4% Guideline 10.6: Apple and our customers place a high value on simple, refined, creative, well-thought-through interfaces. They take more work but are worth it. Apple sets a high bar. If your user interface is complex or less than very good, it may be rejected.   3% Guideline 22.2: Apps that contain false, fraudulent or misleading representations or use names or icons similar to other Apps will be rejected.   3% Did not comply with terms in the iOS Developer Program License Agreement.   3% Guideline 2.1: Apps that crash will be rejected.   3% Guideline 3.3: Apps with names, descriptions, screenshots, or previews not relevant to the content and functionality of the App will be rejected.   2% Guideline 3.8: Developers are responsible for assigning appropriate ratings to their Apps. Inappropriate ratings may be changed/deleted by Apple.   2% Guideline 3.1: Apps or metadata that mentions the name of any other mobile platform will be rejected.   2% Guideline 3.4: App names in iTunes Connect and as displayed on a device should be similar, so as not to cause confusion.   Follow StartupSmart on Facebook, Twitter, and LinkedIn.

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