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Apple Masters of Media

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Create. Communicate. Publish. Distribute.

Design and Publishing includes these elements. It also includes much more. People all over the world are realizing their dreams because of never before heard of access to technology and solutions. Technology like QuickTime 3.0. Technology like ColorSync. Technology like that found in Mac OS 8.

At Apple, we believe those willing to try are the ones who succeed. It's the premise of our new advertising campaign, "Think Different."

The Design and Publishing web environment will provide you with access to information, resources, opinion and fact. It will answer many of your existing questions and it may inspire new ones.

If you succeed, we succeed.

CD Gallery

Titles

  • Digital Brand Building Workflow Solutions CD
  • License to Drive

Sink or Swim

Apple's technologies and products give you something no other platform can: The world's simplest, most open, and most powerful way to extend your brand and your business. Kick hard. Swim fast. Don't let anyone catch up.

Digital Brand Building

The Macintosh platform has always been the premier computing platform for multimedia developers, graphic artists, web developers, and print production professionals. Most wouldn't use anything else when they want to capture, create, and communicate brand content consistently across multiple media.

With its ease of use, power, and seamless system flexibility, Apple's Mac® OS 8 operating system gives you complete creative control. Not only does it put powerful design, print production, new media, and video capabilities at your fingertips, it also lets you communicate your ideas quickly and with the highest quality¬in print or on screen.

With the Apple Power Macintosh® 9600 series of computers, you'll fly through photo retouching, color manipulation, 3-D modeling, and video editing tasks. Specifically engineered for design professionals, the Power Macintosh 9600 series combines blindingly fast PowerPC[TM] processing with improved graphics performance in a new, easy-access tower design. The Power Macintosh 9600 MP boosts performance with an additional Power PC processor. In addition, with built-in Apple technologies such as ColorSync®, you can count on consistent color reproduction from scan to screen to printout to press to web.

Best of all, applications that support Macintosh multiprocessor capabilities - for instance, Adobe Photoshop, Strata StudioPro Blitz, Deneba Canvas, and ElectricImage Animation System - translate into performance gains of more than 50 percent. With these leading design tools, and the extensions that complement them, you'll find that turning creative ideas into profitable digital assets is limited only by: your imagination.

Web Content Authoring

There's good reason why nearly two-thirds* of all web sites are created on Macintosh systems. Professionals who use Macs to create digital media are more profitable and more productive - and they get products to market faster.** Which is good news, whether you're a small business building your first web site, or an established corporation deciding on your web strategy.

The Apple Power Macintosh 8600 series is ideal if you're a media author, because with near-broadcast-quality video input/output capabilities, it lets you easily give new life to text, sound, graphics, and images by re-expressing it as QuickTime media. With QuickTime VR, for instance, you can take still photographs and create a 360-degree, fully navigable, fully interactive virtual reality environment for the web. Like the Apple Power Macintosh 9600 series, the Power Macintosh 8600 features fast PowerPC processing, the new tower design, built-in Iomega Zip drive, and built-in graphics acceleration.

Image capture devices such as the Apple QuickTake digital camera and the Apple OneScanner make it easy to digitize brand assets for the web. And applications such as GoLive CyberStudio give you unprecedented creative control and flexibility when authoring a website. GoLive CyberStudio allows simultaneous access to WYSIWYG tools and raw source editors for HTML and Java Script, and provides support for Netscape plug-in compatible media, Java applets, and WebObjects from drag-and-drop palettes.

(*The Macintosh has a 64% market share of the web authoring industry, according to Web Week magazine.)

(** A recently completed five-year study by GISTICS Inc. of Larkspur, California, found that professionals who create digital media realize higher profitability, higher productivity, and faster product cycles when using a Macintosh computer. The study shows that these professionals enjoy profits 32% higher than the industry average, 73% higher than those using SGI systems, and 108% higher than those using Windows-based systems.)

Web Application Development

WebObjects Developer gives you incredibly powerful tools that bring web sites to life. Use this cross-platform development environment to build scalable, server-based applications that generate "live" interactive web pages tailored to each visitor's needs. In a fraction of the time you'd need with other methods. No wonder WebObjects Developer earned the prestigious PC Magazine Editors Choice award - and the comment, "A very impressive product with a lot of depth." *

Develop WebObjects Applications on Windows NT, OPENSTEP for Mach, and soon the new advanced Apple operating system, code-named Rhapsody. You also can build applications using such familiar scripting and programming tools as Java, C, C++, and Objective C. Support for server-side Java integration means you can write WebObjects applications entirely in Java, with full client-side interactivity for Java applets. And you can vend web media types - for instance, Java, ActiveX, Acrobat, Shockwave, VRML, RealAudio, and QuickTime in your documents.

Simplify and speed the development process, thanks to WebObjects integrated project management capabilities and a visual development environment. Unlike typical code-generating tools, WebObjects' Database Wizard makes the connections between your application and database to provide a solid starting point from which to build. And it's as easy as drag-and-drop when you want to reuse components in a new application.

WebObjects Developer also lets you integrate web applications with legacy data without having to rewrite data and applications. And adapters for Oracle, Sybase, Informix, and ODBC databases and mainframes let you develop multitier applications that are truly data-source independent.

(* PC Magazine, September 10, 1996)

Web Application Deployment

The well-proven WebObjects Enterprise provides a highly reliable, secure environment for delivering and maintaining interactive, scalable, server-based web applications for both the Internet and the enterprise. Which is why Infoworld editors describe WebObjects as "the Rolls Royce of web application server tools." *

WebObjects Enterprise builds pages on the fly, collecting data from online forms, keeping track of users simultaneously through state and session management, and distributing requests across servers for dynamic load balancing and maximum performance. Deploy applications across platforms to servers running Windows NT, Solaris, HP-UX, and OPENSTEP for Mach, with support available soon for Rhapsody servers. For performance tuning and server independence, an adapter connects the WebObjects application to HTTP servers that support CGI, Netscape's NSAPI or Microsoft's ISAPI. Open client support makes it possible to deploy to any browser, push system, or applet.

Unlike other environments, WebObjects Enterprise provides simultaneous access to multiple data sources. It also separates business logic from the user interface and data so you're not tied down by procedures stored in your database. Because applications and business objects are integrated with existing business assets, you enjoy a flexible business model, realizing huge savings in maintenance. Changes made by editing one object, for instance, ripple instantly through all applications. And databases can be added without modifying application code or interrupting service. Tools are also provided to monitor and track application servers across your network.

(* Infoworld, February 24, 1997)

Multimedia Network-Ready Systems

The Power Macintosh 4400 Series is the marketplace leader in value. It brings outstanding performance to the table with the PowerPC 603e RISC chip, advanced multimedia capabilities, fully integrated communications, and trademark Apple simplicity.

The Power Macintosh 4400 exemplifies the synthesis of power, straightforward thinking, and affordability valued by business customers.

Alliances, Support and Services

Apple value-added resellers and dealers can help you get Power Macintosh solutions, support and training for design and authoring projects today. And when you choose WebObjects, Apple's professional services teams are available to work toward your success.

Highly skilled support engineers, trainers, and consulting teams (formerly of NeXT) offer their assistance along each step of a project. In addition, hundreds of Apple Enterprise Alliance members offer turnkey packages, specialized integration and training.

Let our experienced people help you transform your ideas into content. Content into systems. And systems into profits in your markets, around the globe.

Start today, contact a representative about enterprise products and services.

If you would like to build WebObjects based solutions for resale or consulting services, join Apple's Enterprise Alliance Program.

Just the Facts

Just the Facts. If you want to get to the heart of the matter, this is the place. From Apple solutions to new technologies and third party tools, this section will provide you with the core details on Apple's commitment to Design and Publishing.

A lot of people struggle with the question "What kind of computer should I buy?" For many years now, Apple has been the leading choice among creative professionals. People unfamiliar with Apple may not completely understand the importance the Mac OS and Power Macintosh architecture provide. For additional information on the advantages of Macintosh systems consider the following presentation called Why Apple. Or take a look at the extensive list of hardware and software products found at the Apple Products web site. Once you have a good idea about what makes Apple the right choice for your applications, makes sure you visit The Apple Store.

It's used by millions. It's not only easy-to-use, but consistent and flexible. The Mac OS is considered by most designers and electronic publishers to be the most productive operating environment for personal computers. Apple is hard at work creating the next release of the Mac OS in addition to updates for current owners. Check out the Mac OS web site for more information on the operating system you can count on.

Apple Computer provides some of the most important core technologies for creative professionals world wide. In fact, many of these technologies are available not only for the Mac OS, but for Windows 95 as well. From QuickTime to QuickDraw 3D, Apple Technologies improve productivity, data exchange between working environments and remove the mystery from creating images, sound, graphics and video. The technologies section will provide answers on most of the companies technology products, including the latest version of QuickTime (3.0), QuickTimeVR, QuickDraw 3D, ColorSync, AppleScript and much, much more.

Articles

Mastering the Message

(Understanding the Masters of Media Initiative: by David Barrett)

This is a wonderful time to be creative. There are so many remarkable tools to help us communicate. Never before have we had so many computers, displays, software for design, modeling, 3-D, and photo re-touching. And speaking of communications, we have modems, high speed modems, ISDN lines, and fractional T-1 lines, not to mention T-3 lines or fibre optics. The euphoria doesn't stop there either. There are printers, scanners, color printers, ink-jet printers, CD-ROMs, Syquest drives and Streaming Linear Tape. We even have the drive that zips. Compare this to the days when we had a number two pencil and one sheet of paper. And a deadline.

We've come a long way - and we did it quickly, too. From the point in time when Henry Ford was first conceiving a production line for his Model T automobile to the point in time when everyone had a car, 30 years went by. This late century design craze zoomed up faster than Mario Andretti. In fact, 15 years ago, not only did people not use personal computers for design or creative communication, if you mentioned the idea, people called the police.

This is also a wonderful time to have fun. Everyone seems to want the good times - and I'm not talking about drinking a Mai Tai on the beach at sunset. I'm talking about the rash breaking out all over the world called computerization. Didn't you know? Anyone can do it now. There are baker's designing bagels with AutoCad. Cops are retouching scars on criminal's faces with Photoshop (and occasionally the mustache on the police chief as well). Mother's are creating original art with Painter and kids are downloading Miss October for Dad (which is against the law in some places). Naturally, these people have access to everything they need to be creative and to communicate. Oh, did I mention actually having some creativity? Where do you buy that? Hmmm. Okay, maybe you can't buy everything - but the guy that puts talent in a can will earn some serious options, not to mention the cover of NewsWeek.

Actually, being an effective publisher of ideas, concepts, designs and thought takes more than talent. It takes more than computers. It even takes more than software, although the bean-counters in accounting would argue with that. Publishing ideas in the digital age requires more than raw physical tools. You wouldn't build a brick house with just bricks, would you? Don't answer that. But the point here is important. Communication is about ideas moving from point A to point B. Design is about attracting the eye. Or the ear. Digital publishing helps us combine the two concepts. Unfortunately, with all of the hubbub about this software package and that modem and this PCI-card, a lot of people are spending all of their time tuning their computers, just like the rush of people who purchased the first Model T's from Mr. Ford all those years ago. They spent their time tuning, rather than driving.

Today, a lot of people spend their time tweaking, rather than publishing. Of course, in a large corporation, that's what the MIS department is for - and you don't want to cross those guys. They can tweak to get your computer up and running and they can tweak to get you running from your computer. But most creative people aren't working in large corporations, which may be why they're creative. They work in small design firms. They work alone. Or, they work in divisions of large corporations set aside for creative purposes, which saves the nerves of both the creatives and the folks in MIS.

Mastering The Competition

(Understanding who your competition is: by David Barrett)

Everyone loves a winner. And, nobody likes a loser. Competition has been at the core of human existence since the beginning of time. But unlike the expeditions of early cave men to find food and shelter, today, we're overloaded with competitive ideas. In fact, some people might argue there's so much information related to "who's on first" these days, our brains need a fix of Norton Utilities just to sort things out. As a creative designer, understanding the competition and knowing how to use the right tool for the right job can make the difference between a winning campaign and just another "creative" expression. It can also mean a change in how you receive your paycheck.

Have you ever heard someone (or yourself) say, "great product, but the company couldn't market its way out of a paper bag." At first blush, it might seem like a typical sidelines comment; you or your buddy knows everything the product or company in question doesn't. Gee, why aren't you the VP of marketing? That would fix everything. And about that bridge for sale in Arizona...

In "How to Drive Your Competition Crazy," Guy Kawasaki wrote, "working in the Macintosh division (at Apple Computer), I learned that people like to compete. It satisfies a human need for drama whether it involves pleasing people, overcoming adversity, or defeating mediocrity." The same is true for understanding what makes you competitive. Is it just your ability to write good copy? If so, get a job at a newspaper. Is it your ability to design a better keyboard? If so, contact Apple's human resources department. On the other hand, if you know you need the best computing environment, the best output, the most consistent tools, the proper software applications, the right relationships with outside vendors and your tremendous talent, you can stop reading right now.

The onslaught of images, brand identities, and marketing campaigns we're faced with on a daily basis have trained us to identify how companies attempt to reach us and sell products, even if we don't all understand why we respond as we do. Commercials and print advertising have evolved into a new form of not only brand building, but entertainment as well. In days past, the stars of marketing campaigns were movie stars. Today, we're spending time watching our favorite athlete play one-on-one with an animated frog while they sell a beverage. While some might think this amusing, what concerns me is the frog looks more real and has better diction than the athlete.

Quick - what's the funniest commercial on television this week? Okay, what's the product? Often, we can remember the guy falling out of a building trying to dodge the animation of the high speed internet access line flying through his office, but we can't remember which provider the ad was for. Just because its cute doesn't mean it's right.

Documents

See Also