MacRumors

UBS analyst Steve Milunovich recently had a chance to meet up with Tim Cook, as detailed in a new note Milunovich sent to investors on Tuesday (via Fortune). During the meeting, Cook reportedly touched on the subject of voice messaging and based on Cook's comments, Milunovich is predicting a voice messaging app as a key feature of Apple's upcoming iWatch.

"When we visited with Tim Cook, he said that walking down streets in China one sees people speaking into their phones sending voice rather than text messages. Porting this capability to the watch makes sense as it is easier to send a voice message from a device already on the wrist than pulling out a phone. It also could aid penetration of China, which Cook said has a ways to go."

Cook's comments on voice messaging were likely in relation to a new feature built into Messages in iOS 8, which allows users to record and send audio messages. In iOS 8, the Messages app has a new Microphone icon located to the right of the text box, which can be held down to record a quick voice message.

It is not known if Apple has plans to build a similar feature into the iWatch, but it is not out of the realm of possibility. Rumors have previously suggested Siri's voice-recognition capabilities might play an important role on the device given its limited screen size, and voice messages may be another natural fit.

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Apple's iWatch is said to be entering production in the near future, in preparation for a possible October launch. The device, which is expected to run a version of iOS 8, is believed to be reliant on existing iOS devices for some of its core Phone and Messages functionality. Current rumors suggest it may have multiple screen sizes up to 2.5-inches in size, a range of health-related sensors, and a multitude of designs to suit different fashion tastes.

aim_runningEarlier this year, Apple announced in a support document that it would be discontinuing support as of June 30 for AIM iChat logins using a mac.com or a me.com ID for customers who were running an older version of OS X. Customers who wanted to continue to use that login combination were advised to upgrade their Mac to OS X 10.7.2 or later.

Following this change on Monday, a growing number of customers, even those on more recent versions of OS X and those using third-party services, are experiencing issues using AIM, reports AppAdvice.

I was using an old .mac address for AIM. Messages on my Mac were sent and received through the third-party Adium application. On July 1, the service was no longer operational on either of my two Macs. Currently, my iMac has OS X Yosemite installed, while my MacBook Air has OS X Mavericks.

The issues with AIM began this week and have been discussed in Apple's support forums as well as on Twitter. According to the reports, some users attempting to log in via the AIM web interface or third-party Mac and iOS such as Adium are no longer able to login to their AIM account using their mac.com or me.com IDs, regardless of their version of OS X. Users have reported varying levels of success with working around the login problems, but many users may be unaware of how to troubleshoot the problems.

Apple has not responded nor provided any details on the issue, but it likely involves the security update that terminated support for older versions of OS X. Apple didn't announce any changes to this update that would expand it to include all mac.com and me.com users, leaving those users without service or any explanation as to why it won't work. There's also no information on when or if the service will be restored to supported users.

Users who wish to avoid the issue may find it easiest to simply create a new AIM login, although they will have to recreate their buddy lists on the new accounts.

Analysts were sour on Apple last year, believing the company's stock would not climb over the $700 mark it crossed briefly in September 2012. Now with a 7-for-1 stock split and a continuing stock repurchase plan, this negative sentiment is changing with analysts revising their price targets for the again-hot stock, reports Fortune.

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Table compiled by Fortune's Philip Elmer-DeWitt.

In recent weeks, analysts have adjusted their price targets by as much as 30 percent, with prices now ranging from a low of $87 from Morningstar's Brian Collelo up to a high of $124 from Stephen Turner of Hilliard Lyons. With the recent upgrades, the analysts' average price targets are now above Apple's all-time high once the stock split is accounted for.

As noted by BTIG's Walter Piecyk, some of this optimism stems from new U.S. carrier plans that will expand the number of customers eligible to upgrade to Apple's next generation iPhone and new leasing options that offer upgrades with a minimal upfront cost.

“Historically we estimate that ~20% of AT&T’s subscriber base was eligible for an upgrade during an iPhone launch quarter. That eligibility dropped to a low of the mid-teens in the second half of 2013 due to the stricter upgrade policies. We expect AT&T's new Mobile Share Value plan to increase the percentage of AT&T post-paid subscriber base eligible to upgrade to over 65% by the time the next iPhone launches. In absolute terms that is the difference between 10 or 11 million eligible for upgrades and 45-50 million.”

Wireless carriers in the U.S. have been modifying their consumer cellular and data plans, introducing no-contract options and new incentives that make it easier for customers to upgrade to new phones. Much of this change has been initiated by T-Mobile, which started its Uncarrier promotion in early 2013 with a no-contract Simple Choice plan that lets you pay for a phone in installments with a low upfront cost and early upgrades. Other carriers, such as AT&T, have followed suits with similar plans.

Civilization Revolution 2, the newest iteration of the popular strategy game franchise for mobile devices, has launched on the App Store. Like the first title, Civilization Revolution 2 puts the player in the role of a popular ruler, challenging other factions as they attempt to advance their civilizations throughout the course of history in a turned-based format.

Key Features:
- New Units – strengthen your military might with brand new combat units including Aircraft Carriers, Jet Fighters and Special Forces.
- New Technology – race to science supremacy with new technology such as: Lasers, Modern Medicine and Information Technology
- New Buildings & Wonders – grow and expand your civilization like never before with new buildings and wonders including Nuclear Power Plant, The Red Cross and Silicon Valley
- Enhanced 3D Graphics – updated 3D graphics taking full advantage of iOS devices graphical capability
- Scenario Challenges - reenact historic events and battles in the Scenario Mode

According to 2K, Civilization Revolution 2 is the first game in the series to be developed exclusively for mobile devices, as the original Civilization Revolution title came out on gaming consoles alongside iOS devices. 2K will also be releasing Civilization: Beyond Earth this fall on the Mac, which is a follow up to the popular Civilization V and Civilization IV.

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Civilization Revolution 2 is a $14.99 app and is available now on the App Store. [Direct Link]

The original Civilization Revolution for iOS can also be downloaded for $2.99. [Direct Link]

Last year, Apple launched its iPhone trade-in program at its retail stores across the United States, as customers could receive up to $250 for turning in an eligible device. Now, iPhone in Canada notes (via 9to5Mac) that Apple has reduced the value of iPhone trade-ins, with customers in the U.S. and Canada now only receiving up to $225. Before the change, the value of iPhone trade-ins had climbed to $275.

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Before (left) and after (right) maximum iPhone trade-in values as listed by Apple

The adjustment comes as older iPhones typically lose their value over time, with Apple likely gearing up to launch the iPhone 6 this fall. Apple started the program before the release of the iPhone 5s and iPhone 5c last fall, with the company noting that it would discard of older iPhones in an environmentally conscious manner.

Since then, Apple has expanded the program to a number of countries, including the UK, France and Germany. Alternatively, Apple also offers a mail-in recycling program that allows customers to send in a device for store credit.

Apple today launched a new $49 Mac Pro Security Lock Adapter in its online store, offering users of the new Mac Pro a way to easily secure their machines using existing Kensington locks. Previously, users had to resort to custom building their own locks or ordering more expensive third-party solutions.

Apple's lock adapter is a simple metal bracket that secures the lift-off cover of the Mac Pro to the base of the machine with a security cable, preventing access to the machine's internals. The cable lock can then of course be secured to a bulky object or dedicated security ring found on some desks to make it difficult for thieves to steal the machine.

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The Mac Pro Security Lock Adapter lets you use a compatible Kensington or similar style third-party lock (sold separately) to keep your Mac Pro secure. The adapter attaches without tools and does not modify or damage the Mac. With a compatible lock connected, the Mac Pro Lock Adapter secures the housing to the enclosure, preventing access to internal components.

Since the Mac Pro's appearance in its retail stores, even Apple has had to use alternate methods to secure the machines, opting for an Ethernet-based alarm system that simply sets off an alarm when the Mac Pro is removed rather than securing it in place.

The Mac Pro Security Lock Adapter is available now in the Apple Online Store for $49. The adapter is not yet being offered for immediate pickup in Apple's retail stores, but will presumably be making its way to the company's stores around the world in the coming days.

Related Roundup: Mac Pro
Buyer's Guide: Mac Pro (Neutral)
Related Forum: Mac Pro

Just over a month after Apple announced plans to purchase Beats Electronics and the Beats Music service, Google has made its own music purchase, acquiring streaming music service Songza.

First launched in 2007 and revamped in 2011, Songza is a curation-based music service much like Beats Music. Songza offers a multitude of customized playlists created by music experts, which revolve around different moods and activities. For example, in its iPhone app, Songza provides playlists for "Working Out," "Waking Up Happy," "Feeling Confident," and more.

Beats Music, meanwhile, boasts "in-house curators" that provide handpicked albums and playlists based on a user's personal tastes. There's also a feature called "The Sentence," which offers playlists based on location, feeling, and genre. The two services are both similar in regards to their emphasis on human curation, which is becoming a must-have feature in the streaming music arena. Beats Music's focus on curation was one of the driving factors behind Apple's purchase of the service.

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Beats Music app on the left, Songza app on the right

Apple has plans to keep Beats Music separate from its own iTunes and iTunes Radio offerings, and Google too has said that Songza will remain independent, though it has plans to integrate Songza features into Google Play Music and other Google services in the future. Both Songza and Beats Music are set to remain available on multiple platforms.

We aren't planning any immediate changes to Songza, so it will continue to work like usual for existing users. Over the coming months, we'll explore ways to bring what you love about Songza to Google Play Music. We'll also look for opportunities to bring their great work to the music experience on YouTube and other Google products.

Like Beats Music, which had 250,000 subscribers in May three months after launching, Songza is relatively small at five million users compared to competitors like iTunes Radio, Pandora, and Spotify. The major differentiating factor between the two services is cost -- Songza is free and ad-supported while Beats Music requires a monthly subscription.

The terms of the deal between Google and Songza were not disclosed, but some reports have suggested Google paid around $15 million for the service. Apple's Beats deal is still awaiting regulatory approval and is expected to close next quarter.

Last week, Apple announced that the company would be discontinuing their Aperture photo management software to focus development on the new Photos app that was introduced at WWDC. Details on Apple's new Photos app, however, remains scarce, leaving Aperture users with a lot of uncertainty.

Ars Technica was able to get additional information from an Apple representative, who indicated that certain professional-grade features would be coming to the new Photos app:

When asked about what Aperture-like features users can expect from the new Photos app, an Apple representative mentioned plans for professional-grade features such as image search, editing, effects, and most notably, third-party extensibility.

Some of these editing features are already depicted in the screenshot that Apple released of Photos at the time of the announcement:


The screenshot shows an adjustments panel with settings for Light (Exposure, Highlights, Shadows, Brightness, Contrast, Blacks), Color (Saturation, Contrast, Cast), Black & White (Hue Strength, Neutral Boost, Photo Tone, Grain), Definition, Vignette, White Balance, and Levels.

Apple has promised that existing Aperture users will be able to import their libraries into the new OS X Photos app. Photos is expected to be released early next year.

The United States Federal Trade Commission today filed a complaint against T-Mobile, accusing the carrier of charging customers for unauthorized SMS subscriptions that delivered information like horoscopes and celebrity gossip at prices up to $9.99 per month.

T-Mobile reportedly collected 35 to 40 percent of the amount charged to consumers, at times continuing to bill customers even after it was clear the charges were fraudulent. According to the FTC, T-Mobile made "hundreds of millions of dollars" using these tactics.

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The FTC suggests that the charges were unauthorized because of the high volume of T-Mobile customers seeking refunds. The company has allegedly received a high number of consumer complaints since 2012. T-Mobile is also said to have made it difficult to detect the charges, as a summary bill did not show a third-party charge or a recurring subscription. T-Mobile bills also made it "nearly impossible for consumers to find and understand third-party subscription charges."

After looking past a "Summary" section as well as an "Account Service Detail" section, both of which described "Usage Charges" but did not itemize those charges, a consumer might then reach the section labeled "Premium Services," where the crammed items would be listed.

According to the complaint, the information would be listed there in an abbreviated form, such as "8888906150BrnStorm23918," that did not explain that the charge was for a recurring third-party subscription supposedly authorized by the consumer.

T-Mobile also failed to provide full refunds to customers after the charges were discovered. The FTC is asking for a court order to prevent T-Mobile from continuing to charge customers for fraudulent services and to provide full refunds for its "ill-gotten gains."

T-Mobile has not yet commented on the FTC's complaint, but the company's outspoken CEO, John Legere, will undoubtedly have a response.

In recent months, T-Mobile has worked hard to distinguish itself from other mobile phone carriers with its "UnCarrier" initiatives designed to disrupt traditional mobile service. The company has uncoupled device costs from service costs, introduced a Jump upgrade plan, provided unlimited texting and 2G data in 100 countries, offered customers up to $350 to switch carriers, and announced plans to allow customers to "test drive" the service.

Update 1:30 PM PT: T-Mobile has released a statement calling the FTC's complaint "unfounded and without merit." T-Mobile goes on to state that it stopped billing for Premium SMS services last year and has launched a "proactive program" to provide full refunds for customers.

Apple today expanded its list of automobile manufacturer partners that plan to support CarPlay in future models, adding a number of brands from the Fiat Chrysler group: Abarth, Alfa Romeo, Chrysler, Dodge, Fiat, Jeep, and Ram. Also officially joining the list of CarPlay partners today is Mazda (via Wired). These additions follow a recent announcement by Audi, which plans to integrate Apple's CarPlay system into its vehicles beginning in 2015.

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These new partners join existing CarPlay partners Mercedes-Benz, Volvo, BMW, Ford, Hyundai, GM, and Honda, which are introducing CarPlay compatible vehicles before the end of the year, and a number of other brands promising future support. Besides new cars, Alpine and Pioneer also are adding CarPlay support to their aftermarket consoles, allowing owners of existing automobiles to adopt Apple's in-dash car technology.

CarPlay uses an automobile's built-in dashboard display to provide hands-free operation of your iPhone. Drivers will be able to take advantage of the Siri-powered technology to make calls, receive messages, get directions and listen to music while keeping their eyes on the road.

Related Roundup: CarPlay
Tag: Mazda

While we've seen plenty of mockups and more recently a few claimed legitimate exterior parts such as rear shells and front panels from the iPhone 6, little in the way of internal parts as surfaced so far. But three new photos surfacing today (via Apple.club.tw) show what are claimed to be a pair of flex cable parts from the iPhone 6.

The photos are of fairly poor quality and it is not specified whether the parts are from the 4.7-inch or 5.5-inch model, but the parts do closely resemble legitimate parts from other devices and an Apple logo and Apple-style part number are present on one of them.

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iPhone 6 volume/mute flex cable

Unlike on the iPhone 5s, where a single part houses both the left side volume buttons/mute switch and the top power button, these iPhone 6 parts show the two areas on separate flex cables. This change would seem to be consistent with the larger size of the iPhone 6 and the reported shift in the location of the power button from the top edge to the right edge.

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iPhone 6 volume/mute flex cable

One cable, which is shown from the front and back in two of the photos, appears to simply contain the volume buttons and mute switch. There appears to be greater separation between the volume buttons and mute switch than on corresponding parts from previous iPhones, but it is unclear just how much extra distance there might be in the finished product given the flexibility of these cables. Mockups and drawings have shown elongated volume buttons and perhaps a little extra distance separating the mute switch, but the difference does not appear as significant as suggested by the flex cable part.

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Separate iPhone 6 flex cable with what appears to be power button

The second flex cable shown in the photos is less clear in terms of function, but appears to include the power button, although Kyle Wiens of iFixit points out that it looks somewhat larger than on previous models.

Apple is expected to launch the iPhone 6 around September of this year, with a larger display being the key feature for the device. Other likely improvements include a new A8 chip, camera enhancements, and perhaps a more durable Touch ID fingerprint sensor.

Related Forum: iPhone

applecare_plus_iconApple today revised its AppleCare+ support service, lengthening the time new iPhone and iPad owners have to purchase the protection plan from the previous 30-day window to an extended 60-days. The new 60-day AppleCare+ option is available both in store and online in all AppleCare+ regions, with the exception of Japan which still offers the original 30-day window, reports 9to5Mac.

AppleCare+ is a premium warranty service for iPhone and iPad owners, providing warranty support and accidental damage coverage for two years from the date of device purchase. The plan costs $99 and includes two accidental damage replacements that cost $49 per incident for the iPad and $79 for the iPhone.

Apple also is discontinuing the previous AppleCare option that extends warranty service for the iPad and iPhone, but does not provide accidental damage coverage. Going forward, Apple will only offer the standard 90-days of free support that is included with every iPhone or iPad purchase as well as the option to upgrade to two-years of AppleCare+ for $99. This change goes into effect today in the United States, Canada, and Japan.

Apple hopes these changes as well other other future improvements will boost the adoption rate of AppleCare+. To compete with carrier and insurance options, Apple may improve its insurance plans for the iPhone as well as expand AppleCare+ internationally beyond its current coverage regions. The international service now has approximately 30 million subscribers and has brought in more than $2b in revenue since its introduction three years ago.

Apple last week refreshed its iPod touch lineup with a new 16GB model that offers a camera and color options to replace the stripped-down model it introduced last year. After debuting in the US, the new iPod touch today became available internationally, landing in the UK, Germany, Italy and other countries worldwide.

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As revealed by iFixit, the new 16GB iPod touch is a lower capacity model of Apple's existing fifth generation iPod touch lineup that was introduced in 2012. The model features a 4-inch display, Apple's A5 processor, a 5-megapixel iSight camera and color choices that include yellow, blue, pink and more. The new 16GB version lowers the entry-level price point to $199, down from $229 for the now-discontinued silver-only model.

Apple traditionally refreshed its iPod lineup during its annual September press event, which often focused on iTunes and music. Apple de-emphasized music in 2013, opting to unveil the iPhone 5s. The Cupertino company is expected to continue this trend in 2014 with the possible unveiling of the 4.7-inch and 5.5-inch iPhone 6. The future of the iPod line remains unclear as sales of the units continue to slide quarterly.

Related Forum: iPod touch and iPod

apple_a7 Samsung and GlobalFoundries have landed orders from Apple to produce the 14-nanometer A9 processor starting next year, reports DigiTimes. The 14nm chips will be rolled out of GlobalFoundries' Fab 8 factory in Malta, New York, which Samsung will also use to produce Apple's A-series chips.

According to Samsung and Globalfoundries' roadmap, the two foundries plan to push their initial 14nm LPE (low power early) process, which was verified in February, into risk production in the fourth quarter of 2014 and small volume production in early 2015, the sources indicated.

The report also notes that longtime Apple partner Taiwan Semiconductor Manufacturing Company (TSMC) will attempt to secure orders for Apple's A9 chip by introducing new semiconductor processes by early next year. Apple is also reportedly considering Intel as a partner to produce the A9, according to the sources.

Last year, it was reported that Samsung and TSMC would be sharing production of Apple's A9 chip in 2015, with the former producing 30% to 40% of the total order. Samsung and GlobalFoundries have aided each other throughout the past year, with Samsung helping set up the Fab 8 factory last year and GlobalFoundries providing the backup location when needed. Samsung and GlobalFoundries announced in April that they would be adopting the same chip production process to prepare for next-generation mobile devices.

Apple's 14-nanometer A9 processors are expected to be used in the company's 2015 iPhones and iPads. Meanwhile, this year's forthcoming iPhone 6, iPad mini 3 and iPad Air 2 are expected to use Apple's 20-nanometer A8 processor, which is being produced by TSMC. Samsung was said to be splitting the production load for the A8 with TSMC, however the company is said to have dropped out due to low yields.

As indicated yesterday, Apple today launched its annual Back to School promotion offering qualified educational purchasers an Apple Store gift card of $100 with the purchase of a new Mac or a $50 gift card with the purchase of an iPad or iPhone. This year marks the first time that Apple is giving out Apple Store gifts cards with purchases, as the company has usually offered iTunes Store/App Store/iBookstore gift cards in years past.

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Get a $100 Apple Store Gift Card when you buy a Mac for college. Or a $50 gift card when you buy an iPad or iPhone.* You’ll also save on a Mac or iPad with education pricing.

Eligible devices include all Macs except the Mac mini, all iPads (fourth-generation, iPad Air, iPad mini with Retina Display, iPad mini), and all iPhones (5s, 5c, and 4s). The full eligibility requirements for the program can be found in Apple's terms and conditions (PDF).

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New Apple Store graphics (Image Credit: IFOAppleStore)

Apple has also updated its in-store graphics at its various locations, with IFOAppleStore noting that the photography style of the newer images used are richer and darker than the previous ones. The new graphics are also said to be based on the recent "Your Verse" iPad ads which featured music composer Esa-Pekka Salonen and travel blogger Chérie King.

Apple's Back to School promotion runs from today through September 9 and is available in the United States. The program is expected to also be made available in Austria, Belgium, Canada, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Spain, Sweden, Switzerland, and the United Kingdom.

Update: For those purchasing through authorized campus stores, Apple is offering the traditional iTunes/App/iBooks Store gift card rather than an Apple retail/online store gift card.

siri_ios_7_icon Earlier this month, The Wall Street Journal claimed that Nuance, which is responsible for the technology behind Apple's virtual assistant Siri, was in talks with Samsung Electronics about a possible acquisition. Now, a new report from Wired states that Apple is forming its own in-house speech recognition team to power the next-generation of Siri.

“Apple is not hiring only in the managerial level, but hiring also people on the team-leading level and the researcher level,” says Abdel-rahman Mohamed, a postdoctoral researcher at the University of Toronto, who was courted by Apple. “They’re building a very strong team for speech recognition research.”

Throughout the past few years, Apple has hired a number of high-level speech researchers in Nuance, including former vice president of research Larry Gillick. A number of those researchers are working at Apple's office in Boston, which was also rumored last year to be working on an in-house Siri solution that moves away from Nuance's technologies.

While the forthcoming version of Siri in iOS 8 still features the same technology provided by Nuance, it is possible that Apple could debut its own in-house voice recognition solution in a future version of iOS. Siri in iOS 8 will feature a number enhancements, including hands-free "Hey Siri" voice activation, music recognition by way of Shazam, streaming voice recognition, and more. Apple will launch iOS 8 this fall.

AgileBits recently launched an iOS 8 version of 1Password for beta testers, which includes support for Touch ID and app extensions, two new developer features introduced with iOS 8.

With the update, 1Password beta testers are now able to use Touch ID to unlock the app's main password, which then allows the app to supply passwords directly to Safari using extensions. The entire process has been demoed in a two Vine videos from Gabriel Nevado (via MacGeneration), who accesses his 1Password content using Touch ID and is then able to enter a password from the app directly in Safari using the Share sheet.


Accessing 1Password on an iOS device with iOS 7 requires users to enter a master password each time the app is opened, and while the app has a built-in browser, it is not possible for the app to input passwords in Safari automatically. With iOS 8's new APIs, apps like 1Password are able to provide a much simpler user experience.

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1Password beta notes image via Dave Teare

Earlier this month, MacStories shared an in-depth look at app extensions, which allow third-party apps to share services with other apps. The feature also lets developers create widgets for the Notification Center and it allows for custom system-wide keyboards for the first time. Touch ID integration for third-party developers is also one of the 4,000 new APIs Apple introduced with iOS 8.

The iOS 8 1Password update is only available to beta testers at the current point in time, but will likely be released to the public following the official launch of iOS 8, which is expected this fall.

Related Forum: iOS 8

Apple's in-house advertisements are scoring lower than those created by TBWA\Media Arts Labs, a unit of Apple's longtime ad partner TBWA\Chiat\Day, according to Ace Metrix ad-watching data compiled by Bloomberg.
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Image via Bloomberg

So far, ads made by the in-house team have received a cooler reception from viewers on average than those made by the agency. Ace Metrix gathers data from hundreds of TV watchers to discern how persuasive and entertaining an ad is.

"Chicken Fat" is the Apple in-house team's biggest ad success so far, scoring a 611 from Ace Metrix. However, the ad scored lower than two Media Arts ads, "From the Heart" and "Gigantic", since late last year. "Gigantic" is Apple's highest scoring ad since late last year. The highest ever score for an Apple ad was 696 for a 2010 FaceTime commercial.


The lowest scoring ads for Apple include its "Your Verse" campaign, showing off how people are using their iPads in various parts of the world doing different activities, like traveling the world, climbing mountains or directing a Bollywood dance number. None of those ads scored higher than a 600 in Ace Metrix's scale.

Comparatively, Samsung and its agency have had better luck, netting a 739 score for a Samsung Galaxy S5 commercial showing the water-proof phone being used during a water fight. The ad is the second Galaxy ad to top the 700 mark for Ace Metrix.

Rob Siltanen, an advertising consultant who wrote the ad copy for "Here's to the crazy ones" told Bloomberg that Apple's struggles may be coming from trying too hard to represent themselves.

"The hardest ads I've ever worked on were ads for myself," Siltanen says. "There's a truism out there that applies: 'The lawyer who represents himself in court has an idiot for a client.' It's very hard to have the necessary perspective to do the job right."

Alternatively, Boston University ad professor Edward Boches says Apple could be struggling selling itself as a leading company and may be more comfortable playing off other companies, like Microsoft.

Apple has found it difficult to find its footing with advertising recently, expanding marketing efforts and creating its 1,000 person in-house ad team in recent months. While the Cupertino company has taken greater efforts to control its advertising, it is still collaborating with TBWA\Media Arts Labs.