MacDirectory Magazine

Winter-Spring 2008 (#36)

MacDirectory magazine is the premiere creative lifestyle magazine for Apple enthusiasts featuring interviews, in-depth tech reviews, Apple news, insights, latest Apple patents, apps, market analysis, entertainment and more.

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Page 60 of 179

MacDirectory 59 INTERVIEW AW > Yes, they did temporarily. It didn't take us long to figure out what they did to do that. What we do is we don't put any codes on the iPhone. We don't jail break it or do any fancy hacking stuff. We just upload the actual sound clip in the same way that iTunes does. We just had to do a little massaging to get it going. It took us about a week to get it up and running. It wasn't that big of a deal. MD > Do you think that Apple is going to start doing anything more with third- party developers? AW > I think, clearly they are, to an extent. They indicated that they are going to be releasing a development kit in February. It still remains to be seen what that development kit is going to let developers do but I think Apple realizes it would be really beneficial to them to allow third- party developers to do stuff on the iPhone and I think it could be a really interesting platform. We are interested in doing something more with the iPhone. We are just waiting to see what this development kit is going to look like. MD > You said in an earlier interview that Apple wanted total control. Do you still feel that way? AW > I think that's the case and I still think what has happened is there are certain market realities that may have changed their mind. I think (Steve) Jobs, and some of the people there, have a very strong inclination they would like to control every element of everything that you run on your computer. But I think they also realize that as the device gets more and more general purpose it's not possible to do that because there are plenty of opportunities for developers to make things Apple will never make and I think you are seeing that with the iPod. That was a very closed system but the iPod only does so much. It plays music, it plays videos and that's pretty much all it does, I think, initially, Apple's vision for the iPhone was similar. They are going to make this great closed platform and they are going to fulfill everyone's fondest desire for a phone. But I think they found out that people wanted to do a whole lot more than Apple was willing or able to do themselves. I think there's been a certain amount of criticism from developers and users about opening up the iPhone, and I think Apple has listened. I really think their first inclination was to not open it up and I think they changed their mind. MD > You have been outspoken in your interviews regarding Apple, the iPhone and their restricting access by third-party vendors. Did you feel like Apple was stepping on your toes? AW > Not really. Honestly, for Apple it's all business and for us it's all business. I don't get upset. It just seems like some of the decisions they were making were a little counter-productive not just for us but for users of the iPhone. The functionality we provide in iToner really is something Apple should be providing themselves and it's fine by us that they are not because it gives us a niche to write the application for. It is a little frustrating when you see Apple taking a very successful model that they had with the iTunes Music Store and then iTunes. Let's say you have an iPod. You can take music from anywhere and you can put it on your iPod. You can take your CDs and rip them. Let's say you have some LPs laying around, you can record those and put them on your iPod or you can buy them from their online store. One of the things Apple did, they said, 'We know you can get your music from any number of places so we are going to make the buying experience buying from our store so fantastic that you are going to want to buy from us.' They really did. They did a really nice job with that and it worked out. The shame is with the ring tones they are kind of taking the opposite approach in not saying we are going to win by providing better contents - they basically said this is the only way that you are going to get a ring tone and you have to buy something from us. I just think that is ultimately a less successful strategy because it just frustrates people who want to use their devices. MD > What do you and Ambrosia see for a new product? AW > We've got a video capture product called SnapZProX. We have been working on a major upgrade to it. Wiretap Studio is a result of several years work on an upgrade of an existing product called Wiretap Pro and we are kind of using the same development model for the upgrade to our video capture product where we are really expanding the capabilities of it letting you do some editing and some really neat stuff with that. You can get more information on Ambrosia Software and their products at . WIRETAP STUDIO ALLOWS THE USER TO CREATE CUSTOM RINGTONES AND AUDIO CLIPS SIMPLY BY DRAGGING CROP MARKERS IN THE AUDIO TO THE DESIRED LOCATION.

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