What the HEIF?

HEIF (High-Efficiency Image Format) is a new image format for storing and exchanging photographs and image sequences, such as a burst of images or succession of images. In practical terms, it will reduce image file sizes while maintaining higher quality than .JPG (j-peg) files.

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Facebook and Apple Fight is About Monetizing You

If you’ve downloaded and installed Apple’s iOS 14.3 update for iPhones and iPads, you’ve put yourself in the sights of Facebook and Apple. Called “App Tracking Transparency” feature, it labels apps in the App Store, telling users what data those apps collect and whether it’s used to track them for advertising. Facebook, which makes its money from advertising, says the feature will harm small businesses that rely on targeted online advertising.

In many cases, you’re worth pennies on the dollar, but there are hundreds of billions of pennies at stake. And while both sides try to cloak their stands in privacy and free enterprise, it’s really about “fee enterprise.”

The gist of Apple’s policy is that when you download an app from the App Store, your activity on the device can’t be tracked unless you give permission. Until now, you had to opt-out to avoid being stalked electronically online. Most people usually ignore the opt-out/opt-in option, and Facebook and other web-based operations have made a lot of money by tracking you and selling the data to companies who want to sell something you want – or have indicated you may want.

According to a recent article in Forbes, Facebook itself estimates a 60-percent swing in advertising effectiveness between targeting and non-targeted advertisements. Facebook’s ad charges the article notes, will presumably match its ad-placement effectiveness. With the company controlling about 25 percent of a $40 billion online U.S. advertising market, up to $6 billion in annual revenue is at stake in the US alone. Google and Amazon also profit immensely from tracking you and selling your data.

The bottom line is that anyone who opts out is 60% less valuable than a regular customer, and that’s part of legal proceedings before the Federal Trade Commission and in 48 states. Apple, of course, has been taken to task for its practices in handling App Store operations, including who gets to put apps there, and other technical issues. They’re not saints, but that’s a separate issue from the Facebook issue.

The Forbes article likens Facebook’s operations to Ladies Night at a nightclub. On Ladies Night, clubs let women in for free expecting that they will attract men who will pay a cover, as well as spend money on the women and themselves. In a similar way, Facebook provides users with free services in the hope that advertisers will spend money on them. Facebook is like the owner-bartender who, for $10, will tell you everything he knows about a particular woman, including her relationship status and favorite drink.

I can’t speak for how a woman might feel after reading this, but anyone can feel some outrage about being put on display and sold. Yet at the same time, we’re looking for new and interesting products or services when we go online, and we may be open to new ideas when they’re presented to us. To me, that’s Facebook’s argument. You might view Apple as the guy who senses harassment and comes over to “protect” you.

To expand the transparency/privacy conversation, you have choices. You are able to use search engines and plug-ins that block unwanted ads while you browse the web and visit sites. Websites are fighting back by not allowing you access unless you unblock the ads on their site. You may not like the choices. You may not like sacrificing privacy for convenience or vice versa. But this is all part of the opt-in/opt-out battleground over who gets to profit from you.

If you have any questions about how to configure apps to meet your privacy or convenience needs, we can help. Call us – 973-433-6676 – or email us for an appointment to walk you through the process.

iPhone 12: It’s Here

iPhone 12 has arrived, and it could be in your hands (or mine) in less than two weeks. As with every Apple product rollout, this one is shrouded in secrecy and pierced by leaks. You can get the official info from the online presentation – Hi, Speed – from Apple Park.

By the time you read this, you may have already seen the presentation, which is scheduled for 1 p.m. ET. Regardless, here’s what we’re zeroing in on from what we’ve seen. iPhone 12 pre-orders could begin this Friday, and the first shipments could happen on October 23.

Rumors suggest the 6.7-inch iPhone and one 6.1-inch models will be higher-end devices with triple-lens cameras, while the 5.4 and 6.1-inch models will be lower-end iPhones with dual-lens cameras and a more affordable price tag. All iPhones in 2020 are expected to feature OLED display technology regardless of price. There were rumors that 120Hz displays could be included within the high-end iPhone 12 models, but more recent rumors indicate Apple will wait until 2021 to unveil the feature.

Reports indicate that Apple will take the plunge into 5G capability, but it’s possible that only one model, the iPhone 12 Pro Max will offer the fastest possible speeds. That makes sense; its 6.7-inch size will be able to house the antenna and slower-draining battery to provide the performance. iPhone is likely to have several ranges of 5G service with all the modems in the phone coming from Qualcomm.

With 5G still early in its development and deployment, we’ll need to wait to make better use of it, but the new iPhone 12 will be ready for at least some of it. Another futuristic twist will be LiDAR (Light Detection and Ranging). It uses lasers to judge distances and depth, and it’s big news for augmented reality (AR) and, to a lesser extent, photography. One can only wonder what it might open for new experiences on iPhones and iPads – and Apple Glasses.

But so much for the future. For the here and now, let’s review the expected specs and pricing for the four likely versions of the iPhone 12. All will have the new A14 processor and a minimum of 128GB storage, which is critical for all the apps we expect to use and high-image photos and videos we’ll want to take.

  • iPhone 12 mini will be considered the entry-level iPhone 12 with a 5.4-inch OLED panel with a rumored resolution of 2340×1080 pixels and Y-OCTA technology, which means that the touch sensor is integrated directly into the display. Like the iPhone 11, this model will rely on dual rear cameras, losing the telephoto in the Pro versions. It comes with 4GB of RAM. Estimated price: $699
  • iPhone 12 with its 6.1-inch will have the larger screen and battery size, and its OLED panel will have 2532×1170 resolution. It also has 4G of RAM. Estimated price: $799
  • iPhone 12 Pro is expected to have a 6.1-inch flexible OLED screen and could be the first phone to feature 10-bit color support with its 2532×1170 resolution along with Y-OCTA technology. Its screen may support a 120Hz refresh rate. It comes with 6G of RAM. Look for storage options up to 512GB. It could have three rear lenses, highlighted by a 64MP main sensor, plus a LiDAR time-of-flight sensor that will improve performance of AR apps. Estimated price: $1049
  • iPhone 12 Pro Max will be the same as the iPhone 12 Pro with a bigger 6.7-inch OLED screen and higher resolution at 2778×1824 pixels. A 120Hz refresh rate is also possible. Estimated price: $1149

We think the specs for each of the new iPhone 12s should hold pretty close to rumor reports. We’ve already seen some of the new features through the recent release of the iOS 14 operating system for iPhones and iPads – which coincided with the new iPad Air and 8th Generation last month. The pricing may be different. There will also be variations based on the storage capacity you choose.

If you drop down to 64GB on the iPhone 12 Mini or iPhone 12, you can save $50, which is probably false economy. Moving up to 256GB will likely add $100 to the base prices, and it may be worth the money. For the Pro and Pro Max models, going to 256GB will add $100, and going to 512GB will add $200.

While we’re on the subject of Apple upgrades, we’re expecting an upgrade to macOS Big Sur. It could be part of today’s announcements. The current version of macOS Catalina (10.15) is supported across every model line of Mac laptop and desktop, but only going back as far as 2012. With the release of Big Sur, Mac users will still see plenty of Intel-based Macs supported, but not as many as Catalina. It’s one of the big questions we have because many of our clients use Windows-based Microsoft 365 (Office) on their Macs. It’s likely that newer devices, like the iMac Pro and the MacBook will see all models supported, but products with longer legacies, like the Mac mini and the MacBook Air will see a lot of products missing out on support for Big Sur.

Releasing the new OS for Mac along with the new iPhone rollout would make a lot of sense, especially leading into the holiday shopping season. Apple already rolled out the new iPads and Apple Watch, along with OS upgrades for those products, the iPhone and Apple TV+.

Watch our social media for comments on the new Apple devices and operating systems. We can help you with OS updates and custom-configuring both the new operating systems and new devices. Once we see each of the new phones’ properties and prices, we’ll be able to guide you in selecting a new phone that’s right for you. Call us – 973-433-6676 – or email us to talk about it.