Macworld: "Ars longa, vita brevis"

An ancient latin expression, referring to the art of healing, goes:  "Ars longa, vita brevis, occasio praeceps, experimentum periculosum, iudicium difficile," which, when forcibly converted into English, comes out, "Art is long, life is short, the opportunity fleeting, experiment perilous, judgment difficult."

Building technology in today's world is also, in my view, as much an "art" these days as a technical endeavor, as we continually strive to make the machinery more human-like and intuitive.  I also believe the above expression best describes my overall impression of this year's Macworld.

"Art is long..."

It has been claimed that Steve Jobs' ultimate dream (one he shares with others in his industry) is to build a handheld device that will allow whoever uses it to find any piece of information, from any part of the world, at any time of day, in any format, repurpose that information to the user's unique need, then retransmit it to anyone, anywhere, in any format, at any time. To that end, his company has built increasingly elegant and functional laptops, of which MacBook Pro is only the latest. The announcement of the impending iPhone is but another strategic step in the evolution of that vision.

Of course, the iPhone is already gathering critics, and it's still a half-year from release. Some don't like the cell and wireless protocols, the closed system (read: the battery), the choice of Cingular/ATT as a partner, the price, etc. This is all well and good, but perhaps too narrowly focused - there is a larger picture to consider.

While one can quibble with engineering specifics, no one argues about the aesthetics - the Apple hallmark simplicity of function. The fact that everyone, a week later, is still talking about this, suggests to me that a fundamental shift in thinking is already taking shape.

The cell and Wi-Fi ecosphere into which iPhone will be entering, while it is growing and maturing, is also ever shape-shifting, and confusing to navigate. There is still a glaring need for some kind of "convergence" between at least those who make the phones, those who provide the connections,  and those who push content. There is a service and usability gap big enough to allow iPhone to potentially force that convergence issue.

According to some digerati the Cingular/ATT connection is merely the camel's nose under the tent, a deal that allows iPhone to function in the manner advertised for the short term. As wi-fi and Wimax networks grow in scope, however, the time may come where Voice-over-IP (VoIP) evolves into the more compelling option, one that could conceivably allow users to connect internationally, incurring the occasional access fee along the way, but without service provider lock in.

Therefore, I see June's iPhone as the first step in a journey of a thousand miles.

"..the opportunity fleeting..."

Some of my personal disappointments from Macworld were the failure to announce a firm ship date for OS X Leopard, new and improved displays, a speed bump for at least high-end MacPro towers, and, most notably a major upgrade to the iWork suite. Since iWork first came out, containing only Pages and Keynote, I've always felt it was a work in progress with pieces missing - namely a spreadsheet and possibly a database application - to get it up to the level of other office suites out there. They really missed a chance to upstage Microsoft, given its laxity in upgrading their flagship Office suite for Mac.

"...experiment perilous..."

In changing the company name from Apple Computer, Inc. to simply Apple, Inc., Steve Jobs wanted to make the statement that Apple wasn't just about computers any longer, that they were also leveraging computer technology to make plays in the consumer electronics markets. Perhaps the success of iPod/iTunes demanded this. For some hardcore Mac fans, it engendered questions concerning Apple's commitment to continuing to innovate and improve upon what they feel to be the best computers in the industry. The fact that no computer was mentioned during Jobs' entire Keynote address would underscore this concern.

Then there is that darned issue of the iPhone trademark itself. Yes, Cisco is claiming it as theirs - and trademark records would bear it out. It is also apparently true that Cisco sat on that trademark and did little with it for years. During those years, Apple produced iMac, iPod, iTunes, iMovie, iDVD, etc. etc. etc. Cisco barely filed an extension in time before the trademark would have expired. It was only months after that, they introduced an "iPhone" branded VoIP device.

But whether Cisco prevails in court or not, I would humbly suggest that "iPhone" is dead to them as a trademark. The term i[Name] is permanently associated in the public consciousness with Apple and no one else. It is part of Apple's brand whether Cisco technically "owns" a specific iName or not. This could be perceived as a move on Cisco's part to get Apple to pony up, and Steve is calling their bluff. Both sides are stubborn and have deep pockets. The arguments in court may rest as much on legal intent, as technical ownership.

Even so, I would have felt better had these issues been solved satisfactorily prior to the Keynote. According to fellow media types in attendance, there were an unusually high number of "VIPs" - friends, colleagues, and family - being pre-seated before the event, suggesting that Steve felt this to be a crowning moment he wanted to share with everyone. One would hate to see that moment tainted in some way. Not all PR is good PR, despite what some may say.

"...judgement difficult."

It will indeed be difficult to judge, in the near term, how all these moves - or lack thereof - will play out. It is truly too early to tell, and there is much too much speculation going on. We'll know a lot more when Consumer Reports testing labs finally get their hands on the real iPhone and begin putting it through its paces. We’ll know still more when it’s been out in the world a year or two, getting beaten up by real users.

"...life is short...

As Mr. Jobs is of the baby boom generation, born in the mid-50’s, he must realize the time remaining for him to perfect the art of his "dream device" grows short. The MacBook was one step, the iPhone another. I'm sure there will be several more before he's through.

That's a wrap, folks. See you next year.

 

— Thomas A. Olson

Thomas Olson, the Publishing Systems Administrator for Consumer Reports' Editorial, Design, Production and Pre-Press groups, has been a Mac enthusiast since 1984. The opinions expressed herein are strictly his and do not represent the views of Consumer Reports, its editors or its product-testing group.