Connect with us

Technology

Framing Apple’s iPhone keynote

The Azeri Times

Published

on

Framing Apple’s iPhone keynote

This year’s iPhone event is done and dusted, and now we’re all sitting in the interregnum between the announcements and the reviews. I’ve been lucky enough to live blog these events for years, but the process of creating a live blog is weird. I was taking photos for the site during the keynote, and since I’m a “spray and pray” kind of photographer, I took upwards of 1,600 photos in just a couple of hours.

I point that out just to say that my attention was more focused on what Apple was doing than the reaction to it. I only had so much bandwidth, and most of it was taken up by the camera. So when I had a chance later to look at all the coverage (and Twitter jokes), it didn’t come as a huge surprise to see that there was a lot of shrugging this year. “S-year” keynotes often feel like downers to the tech world, even though S-model iPhones are often Apple’s most popular and well-loved devices.

It’s certainly too early to say whether that sales pattern will repeat itself this year, but since my attention was dominated by the keynote, another kind of pattern crystalized for me as I was snapping away with the camera: Apple’s structure for announcing new features has a very specific and repeatable narrative structure.

So that’s what this week’s Processor (hey, it’s back!) is about. Maybe Apple’s framing technique was so easy to see because there were fewer product announcements this year, and the announcements that did happen were so straightforward. I saw Apple framing product announcements in a way very similar to how George Lakoff talks about politicians framing issues.

This year’s framing around the camera was especially fascinating. Arguably, the innovation on the iPhone XS that will be most noticeable to customers is the camera. And with that camera, Apple is trying to do some very similar stuff to what the Pixel 2 does: it takes multiple photos at once, it stitches them together, and it does more computation.

But you know what didn’t get mentioned at all during the keynote? Any other smartphone cameras. Apple would rather you frame the new iPhone as a thing that’s getting closer to replacing a DSLR, not as a thing that is in the scrum with other smartphone cameras. Apple sets the terms of the world and of the things that exist in it. That’s the frame.

Lakoff writes:

This gives us a basic principle of framing for when you are arguing against the other side: Do not use their language. Their language picks out a frame — and it won’t be the frame you want.

Once the frame is established, within that frame, Apple tells a story where one thing leads to the next. Here’s how that usually goes:

  1. Talk about how great Apple products have always been
  2. Talk about specs and tech details on the new thing
  3. Talk about how Apple’s new thing will let you do amazing new things

Apple keeps doing these keynotes specifically to create that frame and tell that story. They don’t (just) exist so you will know what the new feature or product is; they exist so you can see yourself as a character in Apple’s story. They’re Apple’s best chance to set the terms of the discussion for its products.

Even in an S-year keynote, where the announcements aren’t that game-changing, Apple can still use this narrative-setting structure to shape how people think about their products. It might be even more important in an S-year.

I don’t think that Apple is unique in consciously deploying a narrative frame as a technique, but I do think that the company has shown a deeper, more conscious awareness of its structure and importance than anybody else. It knows that most people will forget the feature but remember the story arc — or at least remember the feeling that story arc is meant to evoke.

To be clear, I’m not pointing out these rhetorical techniques because I think they’re somehow disingenuous. Apple may be deploying tactics we more often see in political discourse, but that doesn’t mean that it’s just propaganda. It’s marketing. And Apple has proven itself to be very good at marketing over the years.

,

Continue Reading
Advertisement
Click to comment

You must be logged in to post a comment Login

Leave a Reply

Technology

Amazon Fire TV Stick 4K Now on Sale in India, New Alexa Voice Remote Also Available

Amazon Fire TV Stick 4K has now been available in India. The new Fire TV Stick model that was launched in the country last month comes with a price tag of Rs. 5,999. Amazon.in is offering EMI options starting from Rs. 282. As an upgrade over the original Fire TV Stick, the Fire TV Stick…

The Azeri Times

Published

on

Amazon Fire TV Stick 4K Now on Sale in India, New Alexa Voice Remote Also Available

Amazon Fire TV Stick 4K has now been available in India. The new Fire TV Stick model that was launched in the country last month comes with a price tag of Rs. 5,999. Amazon.in is offering EMI options starting from Rs. 282. As an upgrade over the original Fire TV Stick, the Fire TV Stick 4K is designed to deliver high-quality, 4K content and supports Dolby Vision and HDR10+ technologies. There is also an all-new Alexa Voice Remote that supports voice commands as well as functions as a remote controller of your TV. Customers with the existing Fire TV Stick can also avail the controlling support by purchasing the new Alexa Voice Remote.

The Fire TV Stick 4K is available for purchase in India through Amazon.in. Customers can also opt for a two-year OneAssist Protection Plan at Rs. 499. Additionally, the new Alexa Voice Remote is available separately for existing Fire TV Stick users at Rs. 1,999.

Amazon claims that the Fire TV Stick 4K is over 80 percent more powerful than last year’s Fire TV Stick. It is powered by a quad-core processor clocked at 1.7GHz and is touted to be the “first media stick available with Dolby Vision” support. Further, there is support for 4K Ultra HD, Dolby Atmos, HDR, HDR-10, HLG, and HDR10+ content. Users can also use the Alexa integration by pressing the voice command button on the bundled remote to watch their 4K content using their voice. There is also 8GB of onboard storage as well as Bluetooth 5.0+ LE and dual-band, dual-antenna Wi-Fi that supports 802.11ac networks. For connectivity, the Fire TV Stick 4K has an HDMI output and supports power via Micro-USB.

The bundled Alexa Voice Remote combines Bluetooth and multidirectional infrared technology alongside using a proprietary cloud-based service from Amazon to enable controlling of your TV set as well as the Fire TV Stick simultaneously – without requiring the use of the native remote controller of your TV. There are dedicated power, volume, and mute buttons to control your TV, soundbar, or other AV equipment. Also, the Alexa Voice Remote has a voice button and other Fire TV Stick controls. Users with the previous-generation Fire TV Stick can also use the new Alexa Voice Remote to avail its ability to control TV sets. Amazon is additionally bringing Alexa integration to the existing Fire TV Stick via a software update.

amazon alexa voice remote Amazon Alexa Voice Remote

New Alexa Voice Remote

Similar to the previous Fire TV Stick, the Fire TV Stick 4K supports content from services such as Amazon Prime Video, Hotstar, Netflix, Zee5, and SonyLIV among others. It also has Firefox and Silk browsers to let you surf the Web or access YouTube and Facebook. Furthermore, you can listen to your favourite music by accessing Amazon Prime Music, Gaana, and TuneIn. It is worth mentioning here that while the Fire TV Stick 4K supports 4K UHD content delivery, your TV set needs to have 4K support in order to enable the high-quality experience.

You can also use new Alexa skills on the Fire TV Stick 4K to view live camera feeds, check sports scores, order food, book a cab, or stream songs using your voice. Likewise, you can pair your Echo devices with your Fire TV to control your TV and ask Alexa to play and search for your favourite content, access new apps, or control the playback on your Fire TV – all without using the bundled remote.

With the latest arrival, the Amazon Fire TV Stick 4K becomes one of the cheapest native 4K players in India. The Apple TV 4K is already available in India as a 4K player. However, it is not as affordable as the Fire TV Stick 4K, with a starting price of Rs. 17,430 for the 32GB storage variant, and Rs. 19,480 for the 64GB variant.

Affiliate links may be automatically generated – see our ethics statement for details.

Continue Reading

Technology

Thunderlord and Heavy Machine Guns are Back in Destiny 2

Bungie revealed today that Thunderlord, the fan-favorite Heavy Machine Gun exotic from Destiny 1, has made its way into Destiny 2. Not only is that pretty exciting news, more importantly, it triggers the official return of Heavy Machine Guns into Destiny 2.Destiny 2 did away with HMGs when launching Destiny 2 over a year ago.…

The Azeri Times

Published

on

Bungie revealed today that Thunderlord, the fan-favorite Heavy Machine Gun exotic from Destiny 1, has made its way into Destiny 2. Not only is that pretty exciting news, more importantly, it triggers the official return of Heavy Machine Guns into Destiny 2.

Destiny 2 did away with HMGs when launching Destiny 2 over a year ago. They were pretty overpowered in the Crucible, but lacked punch in most PvE situations. Rather then try and fix its problems in both major areas, it seemed like Bungie decided to just get rid of them all together.

However the first of the annual pass content. Black Armory, coming out later this year will usher in the return of the lost power weapon class, and Thunderlord is your sneak preview of that.

The Thunderlord can only be obtained by completing the Lost Cryptarch event which launched around Halloween. Talk to Amanda Holiday in the Shipyard if you haven’t started it up yet.

You have a few weeks to complete the quest in order to guarantee yourself one if you stick with it. If you end up skipping the quest when the event ends on Nov. 27, you’ll still be able to get Thunderlord via normal means. Also known as praying to the RNG gods. So you know what that means: go do that quest.

Ed has been a proud member of the Twinfinite staff since 2014. He plays everything on everything but is particularly fond of JRPGs, MMOs, and sports. He holds a B.A. in history and political science and a M.S. in education all from the University at Albany.

Continue Reading

Technology

Essential’s $149 magnetic dongle will bring back your headphone jack

Essential’s headphone adapter is expensive.Image: essentialBy Johnny Lieu2018-11-14 02:37:17 UTC We know, you miss your headphone jack. Like other smartphones, the Essential Phone has done away with the feature, but the company has just launched its long-touted external headphone adapter and DAC, which magnetically snaps on to the back of your phone. SEE ALSO: Apple…

The Azeri Times

Published

on

Essential’s $149 magnetic dongle will bring back your headphone jack
Essential's headphone adapter is expensive.
Essential’s headphone adapter is expensive.

Image: essential

2016%2f09%2f16%2fe7%2fhttpsd2mhye01h4nj2n.cloudfront.netmediazgkymde1lzex.0f9e7By Johnny Lieu

We know, you miss your headphone jack.

Like other smartphones, the Essential Phone has done away with the feature, but the company has just launched its long-touted external headphone adapter and DAC, which magnetically snaps on to the back of your phone.

SEE ALSO: Apple quietly releases USB-C to headphone jack dongle

And it ain’t cheap: The Audio Adapter HD will set you back an eye-watering $149.

To be fair, Essential’s adapter doesn’t claim to be like the other plasticky dongles, which are a fraction of the price.

Essential claims its titanium adapter “sports an audiophile-grade amp that can drive audiophile-grade headphones” thus providing “studio quality audio performance.” 

At the time of writing, the accessory has sold out, with stock to be replenished next week. It’s a different outcome to Essential’s first phone, the PH-1, which sold poorly following delays.

Still, Essential is reportedly working on a new phone which will be controlled entirely by your voice, which it is looking to unveil next year at CES. 

Continue Reading
Advertisement
Oil extends slide from 7 percent slump the day before as outlook darkens
Business28 mins ago

Oil extends slide from 7 percent slump the day before as outlook darkens

Business28 mins ago

1.1 million Marylanders expected to travel for Thanksgiving

Business28 mins ago

Japan’s Economy Shrank in July-September as Trade Falls

Business28 mins ago

Mega Millions winning numbers for 11/13/2018; jackpot $106 million

Chick-fil-A Launches Nationwide Delivery Service to Bring Chicken Straight to Your Door
Business28 mins ago

Chick-fil-A Launches Nationwide Delivery Service to Bring Chicken Straight to Your Door

Business28 mins ago

Video shows McDonald’s drive-thru customer attack manager over missing ketchup, police say

Business28 mins ago

What Denver learned during its failed 14-month courtship of Amazon

Business28 mins ago

Apple Shares Down 5%, Now What?

Exclusive: Snap reveals US subpoenas on IPO disclosures
Business28 mins ago

Exclusive: Snap reveals US subpoenas on IPO disclosures

Amazon Fire TV Stick 4K Now on Sale in India, New Alexa Voice Remote Also Available
Technology28 mins ago

Amazon Fire TV Stick 4K Now on Sale in India, New Alexa Voice Remote Also Available

Technology28 mins ago

Thunderlord and Heavy Machine Guns are Back in Destiny 2

Essential’s $149 magnetic dongle will bring back your headphone jack
Technology28 mins ago

Essential’s $149 magnetic dongle will bring back your headphone jack

Four Google travel apps you’ve somehow lived without
Technology28 mins ago

Four Google travel apps you’ve somehow lived without

Microsoft resumes rollout of Windows 10 version 1809, promises quality changes
Technology28 mins ago

Microsoft resumes rollout of Windows 10 version 1809, promises quality changes

Start ‘Em, Sit ‘Em Week 11: Wide Receivers
Sport28 mins ago

Start ‘Em, Sit ‘Em Week 11: Wide Receivers

After Draymond Green-Kevin Durant spat, Steve Kerr’s demeanor speaks volumes about state of Warriors
Sport28 mins ago

After Draymond Green-Kevin Durant spat, Steve Kerr’s demeanor speaks volumes about state of Warriors

Sport28 mins ago

NFL must learn from Rams vs. Chiefs blunder in Mexico City for future international games

PBC, Fox announce four months of fights including Keith Thurman’s return and Errol Spence Jr. vs. Mikey Garcia
Sport28 mins ago

PBC, Fox announce four months of fights including Keith Thurman’s return and Errol Spence Jr. vs. Mikey Garcia

Corruption4 weeks ago

UK aims at shady Azerbaijani money – but is it missing the target?

Is the post office open today on Veterans Day (11/12/2018)? Will there be mail, UPS or FedEx delivery?
Politics2 days ago

Is the post office open today on Veterans Day (11/12/2018)? Will there be mail, UPS or FedEx delivery?

Politics4 weeks ago

Political émigré who returned home to visit critically ill father arrested on fraudulent drug-related charges

Karabakh4 weeks ago

No compensation for families of Azerbaijani soldiers killed in Karabakh

Sport4 weeks ago

Barcelona’s Turkish midfielder Turan could be jailed for 12 years

Military4 weeks ago

Azerbaijan Air Force conducts Drill to improve Air Defense capabilities

Georgia3 weeks ago

Azerbaijan should not fear Salome Zurabishvili

Azerbaijan3 weeks ago

Number of abortions among minors in Azerbaijan triples in just one year

Caucasus3 weeks ago

Sex-shops in the South Caucasus: there is sex, but no shops

Society3 weeks ago

Subsistence minimum in Azerbaijan to increase by 4 dollars

Business1 week ago

Papa Gino’s closes dozens of locations this weekend

Business1 week ago

Trump will punish everyone for Iran, except Azerbaijan

Opposition1 week ago

Exiled Azerbaijanis protest against arrest of Azad Hasanov

Technology1 week ago

Smash Ultimate’s DLC roster has been finalized

Business1 week ago

Cruise descends into ‘pure chaos’ as ship loses its balance

Azerbaijan1 week ago

Former USSR commemorates the 13 million victims of Stalinist political repression

Victim in fatal stabbing at Seattle Center had restraining order against suspect
Politics1 week ago

Victim in fatal stabbing at Seattle Center had restraining order against suspect

Amazon Prime Membership Loses Some Value
Business1 week ago

Amazon Prime Membership Loses Some Value

Trending

© Azeri Times - All rights reserved. Republication or redistribution of the site's materials is permitted only with a mandatory reference to www.azeritimes.com. Email: info@azeritimes.com