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iPhone 7 Plus Depth Effect is Legit ►

Stu Maschwitz is a filmmaker (and VFX guy) who did his own testing with the iPhone 7 Plus and really loves it. It’s worth reading just for his technical breakdown of the defocus effect, something I mentioned in my previous post, but which is not as fully fleshed out as his examples. I am still not in love with many of the Portrait Mode photos I’ve seen, but Stu explains why he doesn’t think that’s such a bad thing.

I didn’t think the results would be this good. Apple, uncharacteristically, undersold them. And this created room for a delightful surprise when Portrait Mode turned out to be something I will most certainly use.

I don’t entirely agree as I feel like there’s still some low-hanging fruit for improvement in the area of the defocus effect itself, and noise-matching. It is still better than not having it, since this effect is not baked in to the only image that is produced when you take a photo.

2016-10-03 07:17:17

Category: text

Full On Monet

The one thing I’ve repeated over and over again since Phil Schiller previewed the “Portrait Mode” feature at the iPhone 7 event is that I have no philosophical issue with it. I don’t care that it is the phoniest of phony bolognas. That is absolutely fine with me because I work in visual effects and I do phony bologna things all day long. I don’t even care that it’s computer-driven, and not artist-driven. I feel I need to repeatedly stress this because there are people that do take issue with it because they need to protect Photography from those that would inflict harm upon it.

Having said all that, there are still some drawbacks about the current implementation of “Portrait Mode” (or fauxkeh) that should be discussed. It isn’t magic, but it is the intersection of art and science which produces fascinating work. Here’s a device that’s in the household budget for many (but not all) people that can fit in a pocket, and use software to generate a depth map, and use sophisticated image recognition, to do a realtime effect that simulates an element of photography that most people enjoy seeing but have difficulty producing themselves. It also works much better than I had expected in some areas, and about what I had expected in others. Last week, my cohost Dan Sturm and I discussed the iPhone 7 on our film and VFX podcast because he deals with shooting things on set with a camera, and I deal with measuring depth, and phony bologna stuff, in VFX.

“Portrait Mode” seems to work best when you are using it to shoot portraits — shocking, I know. Specifically, shots of people that frame the shoulders and head have behaved the most like they ought to. This is good news for the department in charge of naming things at Apple. Nailed it.

It starts to unravel a bit when shots are framed for most of the body (and the subject is farther away from the camera). Then it seems slightly more prone to error. This is just conjecture, but I assume this is because there’s better stereo separation when the iPhone is closer to the subject, and there’s less the further away you get from the subject. The iPhone 7 Plus does not have a tremendously large interaxial distance (distance between camera lenses), and the lenses themselves are different so even if the software is taking the differences between the two lenses into account (perspective and lens warp, it’s not just a crop), it’s not like it’s identical. I’m also assuming that luminance plays a large role just because I’ve also used luminance for fake-depth effects before. How that gets taken in to account, I couldn’t say, but it does seem that some of the artifacts in images that I have seen seem to be related to brighter pixels being sent to the far BG, but that could also be an issue with the detail of the generated depth map. It would seem natural to me to filter the depth map to remove small, sharp spikes in depth as they would likely be errors, so that could be why some white dog whiskers are on the background in some dog photos.

Dog photos! Cat photos! Dog photos and cat photos living together. Mass hysteria. No matter which pet species you follow on Instagram, you’re going to see a large number of shots with shallow depth of field. Thanks in no small part to Apple. The shots of animals are more error-prone than shots of humans though. DJ Jenkins, who follows me on Twitter, sent me this shot of his dog:

A close up view on the dog’s head shows a lot of smearing, and pinching around the edge of the pooch. Apple’s system prioritized the detail of the dog over the BG holding up. I’m guessing the system is trying to fill in for pixels that would be behind the dog, so you don’t see a blurry dog edge with a sharp dog inside of it. The highlight on the dog’s nose seems to have fallen between the BG and the FG too.

If anyone’s grumbling that animal portraiture is not what the feature was intended for, I have some bad news about the fact that people are going to shoot a lot of non-human, non-portrait shots with “Portrait Mode”.

Sharp Foregrounds

Some images have a touch of defocus effect applied to the foreground, but usually I only see that when there is an error. The images almost universally seem to favor a sharp foreground. This breaks the illusion right away. An image with a sharp foreground, subject, and totally out of focus background can still look pleasant, but I would prefer it if that was a conscious choice, rather than a shortcoming of the process.

Reflections and Refractions

Right after I saw, and read, Matthew Panzarino’s piece on TechCrunch about “Portrait Mode” in the beta, I wanted to see all the cases where it did not work. I had speculated that reflections on surfaces, and light refracted through water, or glass, would really mess it up, since those are things that are issues in stereoscopic VFX work. Sure enough, Matt sent me this image of a wine glass on Twitter:

Borked. Interesting, but borked.

Then Myke Hurley from Relay FM started posting shots he was taking in less than ideal lighting conditions, and of non-portrait subject matter. He was very happy with how the photos turned out and they were pleasing to his eye. They are quite helpful in illustrating issues with the Portrait Mode beta.

I scribbled around some of the obvious problems with the reflection of the light through the door on the coasters and table. The edge of the coasters is going in and out of focus based on how much of the bright reflection is on the coaster. That’s why there’s a very sharp increase in the defocus of the coaster edge. Not because the coaster is far away, but because it’s being defocused as if it was at the depth of the door reflection, which is the depth of the door. Here’s the difference between what Myke uploaded to Twitter as the original, and the “Portrait Mode” one (Twitter compression could cause slight variances on top of whatever was originally in the shots, but that’s not the point).

This illustrates the regions being altered by Apple between the composite image they produce, and the image that is exclusively from their “56mm” lens. The width of the altered regions on the coasters is the same as that of the width of the door. The system is also trying to blur out some of the coaster details that are immediately in front of BB8 but part of the reflection.

Jason Snell tweeted an image of his cat that has blurred out reflections on the floor as well. These stick out because they’re totally feature-less holes in an otherwise textured floor. (Also the floor in the foreground would be out of focus anyway, but my issue is with the holes.)

Make Some Noise

There’s also another thing that Myke’s photos were very helpful with and that was in illustrating how Apple was going to handle sensor noise.

In addition to some edge smearing and pinching in this hand shot Myke took, you can see a very visible difference in the sensor noise in the image between the “in focus” and “out of focus” regions. There is some noise in the “out of focus” area, but it seems as if it was designed for use only in more desirable lighting conditions. It doesn’t emulate the sensor noise present here at all. You could argue that no one should be taking photos under those lighting conditions, but so what? People are going to do it anyway.

Some folks might be confused about why you would want to add noise to something, but it is essential for making it look like it’s a cohesive image. The alternative — more aggressive noise reduction than Apple already does (and it is quite aggressive) would be undesirable because then you’re going to further mush what should be the sharp, foreground object.

I hope that as Apple progresses with their beta, they can fine tune the noise they’re adding to the blurred regions to produce a more integrated image under all lighting conditions.


When Matthew Panzarino’s TechCrunch article went up, he had been told by Apple that the blur was a “gaussian blur”. That ruffled a lot of feathers because gaussian blur has nothing to do with simulating how light focuses, but it’s faster than any defocus method. Indeed, there’s a pervasive mushiness where everything softly blends together with very few exceptions. There isn’t the texture I would expect to see. Panzarino received clarification from Apple that the images in the Camera Roll are not using gaussian blur, but rather a “custom disc blur”. Using a disc means they’re convolving the pixels – the simplest way to describe it is that each pixel expands out into a circle. Really hot pixels produce very clearly defined circular patterns with sharp edges. If you’ve ever seen out-of-focus christmas lights at night, the sharp circles over a dark background are very pronounced. You can still perceive these details in situations with less contrast though. I don’t see anything approaching that in the images I’ve seen Portrait Mode produce. The closest are some highlights that seem to be convolving to cotton-ball shapes.

The iPhone’s camera, without assistance from Portrait Mode, even has some more texture in highlights so it doesn’t seem they are modeling their treatment of the image off of any specific characteristics, but rather attempting to create an inoffensive, soft effect.

It could also be that they’re applying their focus effects to clamped pixel values. For example: If you use a defocus treatment on a JPEG, vs. a RAW file, you’ll see that the JPEG doesn’t have high-high pixel values in the highlights because that data was cut off at a certain point after it hit “white”. However, that’s pretty unlikely because I’m sure Apple’s engineers are also aware of that, and that the softness in the highlights is an intentional choice they’re making.

Another Tool

I’m still where I was at the start of this post. I have no problem with the feature existing, or people loving the images they are producing with the feature right now in the beta. You do you. I do hope that Apple can improve some aspects of Portrait Mode to make it even better for people who are happy with the current results, and to make me less twitchy when I scroll through Twitter and see gapping holes and pinched edges.

2016-09-27 09:00:00

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WWDC Wish List: tvOS

As we get closer to WWDC, I notice that there’s a dearth of excitement, interest, or rumors in anything involving the Apple TV. It’s hard to blame anyone for the disinterest since the platform hasn’t really wowed anyone since its premiere and no major rumors have circulated in advance of Monday’s event. I’ll run through a list of things I would like to see, though I myself am skeptical any of them will materialize in a few days.

Darker Interface

The team that designed tvOS valued light, open, bright designs. Unfortunately, in a dark living room, this is rather harsh on your eyes. This is something that the previous generations of the Apple TV had right, and I’d like to steer back toward it.

Picture in Picture

PiP is a fairly old concept, and not necessarily an exciting one. A video plays in a little box and other videos, or graphics, are available elsewhere in screen space. I don’t really wish for arbitrary video boxes to float around the interface, but there are many cases where the user experience could be improved by allowing a video to float while you navigate some menu hierarchy for another video to watch. The Apple TV is not really a snappy-multitasker, so offering that foothold into what you were watching while you look for something else would be very handy. As Jason Snell points out in a piece for Macworld, some apps even implement their own PiP to display multiple things, like the Major League Baseball app displaying multiple baseball games.

After all, PiP is a feature that came to iOS before tvOS, and tvOS is built on iOS … and iOS borrowed the idea from TVs … so it’s not the worst idea. It also happens to be a building block for more complex interactions like…

Interactive Programming Guide

I know you think I’m abusing an addictive substance, but let me assure it’s just pinot noir. Interactive programing guides are a familiar sight to anyone that’s used a TV in the last 20 years. An interface is presented to the user that’s like a spreadsheet, with a table of times, and channels, and what is currently playing on them. Most of these programming guides also embed the video that is currently being viewed so that people can browse the list of channels while still watching their show (either with the intent to switch channels, or to merely check information).

I’ve been trying to pitch this to people since last fall and no one is biting, but here me out, and bite away. The Apple TV actually does have “live” TV programming in some apps, but it’s totally invisible to the system, and to the user, unless that feed for that particular app is open and playing. This is ridiculous in 2016 because it makes channel surfing into some kind of investigative reporting simulation. You have to pop open each app that offers a live stream, then navigate to it, then open it and wait for it to load whatever might be playing. It’s hardly like hitting channel up, and channel down. This is a problem that TV solved decades ago, and it wasn’t even this slow for a TV to change channels.

Before the wave of skepticism pulls me out to sea let me assure readers that human beings do watch live, and “live”, video on TV by the millions. Live video is so important that YouTube, Facebook, and Twitter are all trying to get in on it. Just because “live TV” conjures images of CBS crime procedurals for you doesn’t mean that’s the case for everyone.

Apple could offer a mechanism for an installed app to register that it offers live video, and to detail what the programming for that live video is. Only the applications that are installed would be present, and their programming viewable while watching another video stream. Potentially you could even ask Siri “What’s on?” to pull up the guide. Or ask “When are the Oscars on?” and get that familiar, linear bar of what’s available.

Let’s not forget that “live TV” isn’t typically live, it’s just an linear stream of shows and ads set to play at given times. That linear stream is a useful way (but not the only way) for people to find new shows thanks to the serendipity of turning on a TV during a certain time slot. Techies might scoff at such notions, but … like it’s a thing.


There’s an incredibly irritating and very persistent bug (series of bugs?) with AirPlay where playback is interrupted and the stream is kicked back to the device it was streaming from. This occurs with a great deal of regularity, but AirPlay is still the best way to get audio and video to play in my living room in spite of it.

I hope that Apple has a more robust solution for AirPlay going forward that doesn’t flake on an all-Apple-device network.

A New Multitasking View

The original multitasking view for tvOS was a flat series of cards with excessive gaps between them. It presented a thumbnail view of what the app had last displayed. In the updates since launch, Apple revised the multitasking view to appear more like the iOS view. This is unfortunate because I have an enormous screen dedicated to showing me one card and the edges of two other cards, with a very blurry card in the background.

If the apps I’m switching between are TVML apps, then they look almost visually identical so you’re really looking at the name, and icon, which are in the top of the screen and take up the least amount of space. The multitasker only displays a single app title at a time as well, so all the blue and purple gradients really stick out. If the system has been restarted (either by the owner, or by the system just doing its thing) then the thumbnails for the apps are also medium-gray rectangles.

This is not suitable for me and I almost always switch apps by going back to the homescreen because it seems faster to mentally sort it.

I hope that there’s a new multitasking view that takes advantage of the screen real estate, and PiP, to allow me to move fluidly between applications and not between individually displayed, static rectangles.

Turn Folders Into Page Breaks

When I heard the rumor that folders would be added I laughed pretty hard. When I saw folders were added I let out a big sigh. Whatever is going on with the management, and development, of tvOS post-launch seems to be heavily skewed towards metaphors that work on iOS. Folders are implemented almost the same way where you hold down the touchpad until the parallax-icon wiggles, then you drag it over another icon and let go. It opens up a vast, white void where those two icons now live. This is… un-TV-like, and an inefficient use of screen space, and my tapping.

What I wish for is the ability to add a dividing line in the homescreen. Category dividers that section off the way apps are organized but leave the icons at the same size and don’t require “opening” and “closing”.

Amazon uses a category system in their Fire TV interface, which is not flexible for the user, but doesn’t burry things. The Amazon way of doing thing relies on the system to populate the app across multiple categories too, even in “recommendation” sections. This seems very, un-Apple-like, so I’d settle for a series of dividing lines and apps inside of them.

Take advantage of that ridiculous remote and let me exert extra swiping-force to move from line to line. News to Movies, etc.

Aliases for Content

The system doesn’t provide a way for people to directly access a favorite show in Netflix right from the home screen. There’s no way to bookmark something you’re interested in, and pin it right to the homescreen as if it were an app. Amazon treats content like apps on the Fire platform so they can mix movies, apps, music, games, and TV shows all in the same interface. Apple only presents the top-level of every app and nothing else.

Overhaul the TV Shows App and the Movies App

These apps are strongly geared toward someone buying/renting a video that is advertised to them as soon as possible. They are pretty unfriendly toward people that want to watch something that isn’t new. In the Purchased tab of the TV app, there’s a grid of shows, displaying a tile of artwork for the current season of that show. There aren’t any visual indications of what you’ve watched already, or what you were last watching when you used the app. Each show also arranges episodes as a series of narrow, horizontal tiles that needed to be scrolled through to get to what you want. I wish they overhaul this navigation.

The Movies app offers some sorting options by genre, but not by when you watched something. Also the genres are from the iTunes store and each movie gets a single genre designation. This is a problem if the designation isn’t right. The first six Star Wars movies are listed under “Action & Adventure” but “The Force Awakens” is listed under “Sci-Fi & Fantasy”.

These apps exist under the Videos app on iOS, and the iTunes App’s TV and Film sections on the Mac and PC. None of it is consistent.

Non-tvOS App Store Purchases

I want a unified storefront where I can buy an app on any of Apple’s platforms, even if it isn’t for the one I’m currently on, and push the app to any, or all, of my devices. Google and Amazon have solved this problem years ago. Apple currently bounces you around between several redirects before you land on some rather unhelpful pages. Then you can take that result, remember it until you get home, and ask Siri to find it in the App Store for the TV. It’s like sharing apps with semaphore.

Initial App Setup

When you fire up the device there is a very minimal homescreen. Opening the App Store initially shows a bunch of suggested apps. There’s also the “Purchased” tab which displays apps that the iTunes store backend knows that you’ve purchased, or “got”, on other devices and can sort the information by “Recent Purchases”, “Recently Updated”, “Not on This Apple TV” and by the App Store category the app is listed under.

This is very helpful, except there’s no “Download All” feature, and each app icon must be individually clicked on to bring up the info for the app and then download it. Then back to the menu. It would be nice to very quickly populate an Apple TV.

Unified Credentials with iCloud Keychain

I don’t want to sign in, or verify, every app that I download. Especially not if the TV version of the app has a companion app on my iPhone, or a website I logged into with Safari. Frustratingly, Apple already has a tool for this with iCloud Keychain, but it’s not used to unify this. Instead you’re entering codes from your TV into URLs on your computer — like an animal.

I’ve also seen a lot of Apple fans say that Apple doesn’t do this BECAUSE SECURITY but if that were the case than iCloud Keychain wouldn’t store my credit card info across devices on Apple’s severs, let alone what kind of video subscription services I have access to.

What to Watch

In the tvOS App Store, the “What to Watch” section features video steaming apps. Those apps are almost exclusively apps that require a cable, or satellite TV subscription only. I wish this section was devoted to apps for people that did not have cable and satellite subscriptions. That might make the area look pretty sad, but it would reduce the amount of investigative work I have to do.


The remote is still a frustrating instrument that should be outlawed, but it’s not going to go anywhere at WWDC.

Drag and Hold to Continue Movement

One of the more annoying aspects about using the remote with the interface is that the remote’s touch area is very narrow, but the swipe required to move between interface elements requires dragging from the center of the pad out toward the edge of the pad, then lifting your thumb back to the center of the pad and starting over.

Back when Marko Savic and I used to regularly podcast about the Apple TV this issue was discussed, and Marko (I think?) suggested a persistent drag, just like when you’re moving the playhead in the timeline in a video view on the Siri Remote. Siri would keep going in the direction your thumb moved, while you held your thumb on the edge of the touchpad you had hit. To stop, lift the thumb, or move the thumb back to center like an analog stick on a game controller.

I speculated that Apple probably didn’t want to do this because then no one would appreciate the Parallax Icons — I would gladly burn the Parallax Icons to the ground in exchange for non-repetitive thumb movement.

iOS Remote App

Apple was rightfully lambasted for completely skipping support for anything other than the Siri Remote. iPhones, especially ones released around the time of the 4th generation Apple TV, are far more sophisticated than the $80 glass and metal remote. Only the old, crappy app is supported right now, but Eddy Cue has announced a revised Remote App will be available this summer.


Release a controller. Apple knows that they should. Every Apple Store I’ve been in has Nimbus controllers (plural) next to the Apple TV demo unit. The Siri Remote is better suited to stirring fondue than it is playing games. Perhaps the new iOS Remote App will be a decent controller, but there’s no real excuse for Apple to support the Steel Series Nimbus so heavily and abdicate any first-party responsibility for making a game controller, or insisting that games be playable on the Siri Remote.

The crappiness of the gameplay is a large reason I abandoned even trying to play games. If Apple would like to acknowledge that games are a traditional revenue source for them, then it would benefit them to make games something that people want to play.

A Message for the 64 GB Model

Right now, Apple’s stance is that you should buy the 64 GB model if you’re going to play a lot of games. That’s … not enticing. On tvOS, the app storage is capped so the storage seems like bizarre overkill. There really should be a narrative for why this model exists. If they’re going to allow record of live broadcasts, or preemptively buffering movies you’re watching, or buying, on other devices, than this starts to make a little more sense.

Streamlined Apple ID and Apple ID Switching

There’s an “Accounts” subsection of the “Settings” app in tvOS which details the 4 places where the same, exact account is signed in. Why? iCloud, uTunes and App Store, Game Center, and Home Sharing all have separate Apple ID logins. Clicking on iCloud gets you three different photo-oriented toggles: iCloud Photo Library, iCloud Photo Sharing, and My Photo Stream.

There’s also an option to “Manage Subscriptions” which will bring up the reviled horizontal keyboard and ask you to sign in to see what you’re subscribed to (something that might be given away by what apps are installed???). If you decline, that brings up an endless spinner (hit the menu button if you do this), because that’s not an expected behavior. Every time a login screen pops up, you should enter passwords and login info.

This is a TV let’s get a grip. There should be a single sign in, sign out, and switch user system. If holding a iPhone near a TV can let me set up my TV, why can’t I authorize it to jump to my account, or a guest authorize it to jump to their account? I wish this was a single profile that followed me, and not a series of separate wires that needed to be defused in the correct order.

Backup and Restore

I’ve been bothered by the lack of a backup and restore system since the launch of the platform. Not because I do that regularly, but because I know that I will eventually need it. Why can’t I setup a second Apple TV (other than I’m sane) that restores the same state as my first Apple TV? What happens if I need to replace this device because of a defect, or theft? What happens when I go to upgrade this Apple TV to the next model in X years? I have to setup everything from scratch again. I wish it weren’t the case.


There are several rumors about a major update to Siri, and a Siri API. I would hope that Apple plans on rolling out a consistent experience across all their devices, including the TV, and that Siri commands given to one device can affect your other devices you’re logged into. Like if I tell my phone I want to watch something on my TV, it should be able to show it on my TV. Google showed a concept video where their Assistant understood the context of questions and the devices it had available to it.

Due to the importance of Siri on the device, and Siri on all Apple’s devices, I feel pretty confident we’ll at least see improvements there, and it only makes sense for those improvements to be across the various Apple platforms.

I’m looking forward to WWDC because I imagine it will be a jam-packed update-stravaganza. I do hope that there’s something exciting in there to make my $150 Netflix box fell like a delightful component in my living room.

2016-06-09 07:45:10

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Defocused and The Incomparable Memberships

The Incomparable is a podcast, which spun off a variety of other podcasts into a network of shows. Other podcasts have also joined, like Defocused. Jason Snell, who owns, operates, edits, and social-media-manages The Incomparable Network put a membership system in place last night. The membership is optional (we’re still making the shows regardless of membership sales), but it does offer some perks to listeners and generates some revenue for shows. There’s a blog post from Jason Snell which explains the details.

Dan and I haven’t run ads on our show – well, except for fake ones – not because ads are evil, we just didn’t want to for a variety of boring reasons. It’s a passion project (-$) which we love to do, and we’re both very grateful to our listeners that enjoy the show. If you don’t enjoy the show, then I don’t know why you’re reading the second paragraph of a blog post about the show, but you do you.

There’s no obligation to commit to the show financially, even positive iTunes reviews, and passing around links mean a lot to us. Whether or not you sign up, I’d also appreciate it if you would send me some links on Twitter to episodes of Defocused which you think new listeners might enjoy. (Please keep the, “start at episode one” tweets to a minimum.) I honestly struggle with how to pitch a 99 episode show to new people. In episode 100 (recorded before Dan’s wedding) we ran through our memories of all 99 of the shows and it took 2 hours.

If you do choose to sign up as a member of The Incomparable Network there are different tiers, but for all tiers you can select the shows on the network you wish to support and the money is divided up equally between those. It’s a network membership, not a membership Dan and I manage. (Good grief, could you even imagine?)

There are 16 shows on the network right now covering various topics, and sometimes the same topics with different hosts or panelists. There’s something for everyone. It’s like the Cheesecake Factory menu.

Thank you, listeners (and people who don’t listen to the podcast but kept reading this anyway for mysterious reasons).

2016-06-02 13:25:00

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That Time Straight Men Got Upset About an Elsa Hashtag

There was a scattered piece from Devin Faraci that circulated rather widely the other day. It started with the premise that fandom is broken because fans demand things from the people creating the comics, movies, and games they love. He emphasized demand, but he conflates it with online petitions and requests (that seem absolutely benign), with harassment and death threats. A comparison (which he picks up from Jesse Hassenger at the AV Club) is drawn between fans on Twitter wanting Elsa to have a girlfriend in Frozen 2 with the negative reactions to Ghostbusters and GamerGate. He muddles through a bunch of stuff about how the internet makes it easier to demand things, and behave poorly, but he paints with a broad brush. After all, he wouldn’t have a job if he was a nice guy on the internet.

I’ve been fuming about this since I read it the other night. There is no place for death threats, at all. No one objects to that. Rolling that in with every other form of criticism, feedback, fan fiction, and conversation is entirely objectionable. A Disney princess hashtag that a teenage girl started! Don’t bully creators, go bully teens into silence? What?!

While I don’t personally want to see Elsa presented this way, or for Steve Rogers’ to be gay, people are allowed to say these things. People have been saying these things about fictional characters for a very, very, very long time. And honestly, retroactively making a character gay is a thing that happens in fictionalized entertainment, even if I think it’s generally handled poorly. Coming down hard on fans like this reinforces a negative view that people seeking representation in media are the same as those seeking to push change out of comics, and out of their lives. I don’t think these particular things are the best ways to address representation, but so what? Who does it hurt? Entertainment Tonight asked Idina Menzel about the campaign and she gave a supportive response, but clearly stated that she has no authority over that, and fans should pursue things with Disney. So far, the only “important” people freaking out about the fans are Jesse and Devin. The fragility of straight white guys never ceases to amaze me.

Later, after his post was circulated widely, Devin wrote a separate, thoroughly-confused piece about how people read his writing wrong, and they should definitely be demanding a “queer princess” from “decision makers” but they shouldn’t petition “creators” of Frozen 2. You see that he separates creation from decision. Work-for-hire writing, and directing, from intellectual property. Then he says that the filmmakers have power and it’s not just Disney, also he says he was really tired when he wrote it and didn’t think it would be a big deal, so… There we go with people not understanding his writing.

Why bother asking for people of color, and women, to rally around him if he’s just going to make insulting comparisons to GamerGate that demonstrate he doesn’t understand any of these issues? Why write a follow-up piece about how the pressure needs to be applied to get the representation he’s fighting for? He also thinks everyone should be nice to creators – but still critique things like he does and presumably get in internet-fights with screenwriters? Perhaps the real issue is that he wants to be a gatekeeper controlling what constitutes an appropriate reaction to media.

Unfortunately, the cord for the mic Devin tried to drop got all knotted up around him.

As I wrote earlier, I was fuming all day about this because it basically gives a bunch of assholes free reign to be jerks. Go look at the winning comments on Devin’s posts, and the responses to his tweets.

105 votes in agreement with ‘Samcvb’ over his comment that he can’t wait for “the death of Nerd Culture” because people feel too entitled. He then goes on to lay out the reasons why “The Force Awakens” wasn’t really that good because it appealed to entitled fans, and wasn’t like “Old School George Lucas”. Cognitive dissonance is aaaaaaaamazing! Devin, and the people that support him, betray that they really object to people who don’t agree with them, and those are the entitled ones.

Here the Elsa fans are, lumped in with that. And the Star Trek fan fic writers, and even me.

I wrote about how disappointed I was to see Midnighter get cancelled because he was the only gay man leading a comic book from DC or Marvel, and it lasted 12 issues. He is not included in the slate for the DC Rebirth event, but all the safe, comfortable choices are. “Please come back, straight white men, we love you.” My negative reaction to this can be easily categorized as entitlement. I demand to see my interests reflected in the work of these artists. Only that’s not the whole truth. I want to see a diverse world that we are all part of represented in these works. Part of that is ego – wanting to see someone you sympathize with represented – part of that isn’t – wanting to see other characters as fully developed people so I can empathize with experiences that are not my own. What gay men are straight readers, and movie-goers, empathizing with in Star Wars, DC, Marvel, Star Trek? (Good luck with this question!) Also if a reader doesn’t think that they can empathize with a gay character because they’re not gay, then they should double-check the meaning of the word empathy.

The free market is also brought up often when rallying against inclusion. According to some, stories are written a certain way because it will sell. Then it sells, and it reinforces that the story sells. No one ever got fired for writing about a straight white male lead. You’ll see lots of these writers talking about the importance of diversity, and how they shouldn’t be criticized because they support the idea of diversity. You know, if someone else can make it work. Blowing up planets and multiverses is hard enough without having two dudes express, “I love you, bro” to each other. No one should have the temerity to campaign for diversity because that’s up to the creators who are making sacred art.

What about creator-owned works? Indie film? People that don’t see themselves in the world, and aren’t employed by these massive companies can certainly take matters into their own hands. Those works can provide an outlet but not a lot of satisfying watercooler talk. They also usually lack the polish of corporate works so it’s a trade-off.

We collectively want to share experiences, which is one of many reasons why corporate-owned characters are so appealing (another big one is capital to pay for high-quality product, and the almost mythic longevity of the product). Is it so surprising that desires are unmet? That people connect on the internet to talk about their wishes with others? It shouldn’t be so shocking that the yearning is bounced back at the product, and the creators. “Wouldn’t it be perfect if this was the way I imagine it?” (Not always! Really! But that’s fine!)

It’s ridiculous to meet every request and expectation – of course it is. Artists have been managing feedback since art was paid for so I guess it’s a thing artists can live with.

“Hey, can you do this thing? I want this thing.”

“No, that’s not what I’m doing.” Or “I didn’t have that in mind, but there’s something else I’m working on.”

That’s a little idealized, of course, but is that so terrible? Would it be so terrible? Are things really so broken that the unwashed masses should be shouted down because we’re all the same as those who go to reprehensible extremes? I certainly don’t feel any kinship with those that would speak about harming others, and I deplore Devin misusing his position to lash out at a Disney princess campaign.

2016-06-01 09:00:00

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Intelligent Assistants and Restaurant Web Pages

Recently there has been a great deal of discussion about software that can converse with people and then present information or accomplish tasks in a natural way. Even in an advanced demo, when Google Assistant was demonstrated on stage at Google I/O 2016, it’s not like talking to a person. It is pretty similar to talking to the Enterprise Computer in Star Trek: The Next Generation, and subsequent shows. That’s also what Amazon’s Lab 126 strives for with Alexa. One of the programmed responses to, “What do you want to be when you grow up?” is” I want to be the computer from Star Trek!”

Google Assistant has the added advantage of working in demos, and not as a real-world product yet. I don’t doubt their technical prowess but it’s pretty easy to put an intelligent assistant in front of someone and find all the flaws.

How well these assistants will work for each individual will also depend on the context they are being used in, and the contexts that are covered by devices around them. Google demonstrated an understanding of this by talking about the different contexts that Google Assistant will operate in, including the home, car, and on the phone. Amazon hasn’t integrated their Alexa products in the way Google has outlined. It’s pretty strange that owners of an Amazon Echo (or any other Alexa enabled device, including the Fire TV or Fire TV Stick) can buy the Amazon Echo Dot as another Alexa device in the home, but the devices have no understanding that there is any relationship between them. When Dan Moren got his Dot, I asked him on Twitter how it dealt with being in the same room as his Echo. The answer is that they both take queries and respond. That’s not very intelligent.

A key part of Google Assistant’s demo was that it could order things for you through services Google has partnered with, like GrubHub or Instacart. Since this is a platform that permits third party developers, competitors like Postmates or Amazon Prime Now could theoretically integrate the same way and users could select the integration they want from the available options. (Amazon Prime Now seems like a stretch!)

Recently, on an episode of the Accidental Tech Podcast, host John Siracusa criticized Amazon for sticking you (and Casey) with Dominos, and said it all had to do with paid partnerships. That’s not the case. Alexa can’t order pizza. If you ask her to, she will look through your Amazon order history for pizza, and if she doesn’t find anything, she will inform you that she’s added “pizza” to your shopping list.

Alexa added pizza to my shopping list.

There’s no integration with Domino’s or suggestion of Domino’s. You get that when you add the Alexa Skill for Domino’s. A third party skill (like an app) that is added and configured through the Alexa app. When you add the skill you are prompted to login with a Domino’s “EasyOrder” account. Alexa is a thin layer between you and Domino’s, like grease, or dignity. The commands are “Domino’s” and not “Pizza” because no one owns the word pizza on the platform, Domino’s simply makes the only Skill for ordering pizza. Any Domino’s competitor can make an equivalent skill and they wouldn’t be impaired by Amazon any more or less than Domino’s. Domino’s just does weird tech stuff.

If these assistants take off, then having a Skill — or whatever the Google Assistant equivalent is — could be as valuable as a restaurant having a web site. And not just any web site, a modern, up-to-date website that loads. Perhaps we’ll see SquareSpace add these Skills to their plans? Or there might be some horrible Wix variant that offers the same? Viv, a Silicon Valley startup from the people that brought us Siri, seems determined to use a paid development platform which is, at best, nebulous.

Amazon makes a big deal out of making an Alexa Skill in 15 minutes with Node.js so maybe there will be a small market for web developers to add this to the list of services they provide when making websites? Certainly seems less cumbersome than an iOS or Android app.

However, users need to add these integrations ahead of time, not in a moment of pepperoni-pineapple-pizza pique. That can be as discouraging as saying you need to download an iOS, or Andorid, app for every restaurant. (A problem Google wants to solve with Instant Apps.) Viv seems to solve this by not really giving you any options.

Not all restaurants bother with online ordering infrastructure and instead rely on an intermediary company, like GrubHub or Postmates, filling that role. That can be beneficial for consumers because they can rely on a handful of Skills instead of one-off Skills. It will leave consumers wondering which Skill they use to order their pizza. Is that restaurant on GrubHub or Postmates? Are they on Uber Eats? Amazon has no universal search across their Skills to allow for comparison shopping for delivery. Google Assistant doesn’t appear to either. I say “appear” because Sundar told the “car” to order “curry” and that’s so abstract that it simply seems unlikely that it operates in that way.

What about Siri? It has no third party integrations aside from companies Apple selectively partners with. Yelp is a partner and handles almost all food-related queries. If you tell Siri, “Order Pizza” she provides a list of nearby restaurants with pizza on the menu and their Yelp star ratings. That’s it. Tap them to go through a maze of ordering things. Even if you have a favorite restaurant, and a usual order that you want to trigger, she’ll never understand any of it. Food is just a list of Yelp results. I would argue that Apple’s approach here is the worst. I hope that WWDC in June will bring some news about Siri integrations being offered so we can at least elevate Siri to the same level as the other assistants, as imperfect as they are.

And at that imperfect level we can start to wonder where it was we last ordered pizza from, and what it even was that we liked so very much. If we even have to consider the context, the hardware for the order, then this brave new world has so far to go.

2016-05-26 08:07:00

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Sony Settles in Suit

Yesterday, news broke on Deadline Hollywood’s site that Sony Pictures Animation and Sony Pictures Imageworks have settled for $13 million. This is not an admission of guilt on Sony’s part.

In September of 2014, a class action lawsuit was filed by Robert Nitsch against DreamWorks Animation, Pixar, Lucasfilm Ltd., The Walt Disney Company, Digital Domain 3.0, ImageMovers, ImageMovers Digital, Sony Pictures Animation, and Sony Pictures Imageworks. The lawsuit was based on things turned up during the DOJ anti-poaching case that affected other Silicon Valley companies like Adobe and Apple.

Here’s the 27 page filing from September of 2014 about the alleged general level of involvement of each company.

On March 31st of this year, BlueSky was the first to break ranks and settle for $5,950,000. This is also not an admission of guilt.

Deadline’s Dominic Patten guesses that DreamWorks Animation will likely be the next to settle, if only to move along it’s acquisition by NBC/Universal. I agree, but it’s also likely they’ll settle next because I don’t see Disney settling soon. Disney managed to acquire most of the conspiring companies (Pixar, Lucasfilm), or found them (the defunct ImageMovers). While Digital Domain 3.0 is sued, it might be protected by the various legal shell-games that transpired to found it. If they do settle, they’d also likely settle before Disney.

I’ve previously discussed my feelings on Ed Catmull, and on Tim Cook defending Steve Jobs – They were not warm feelings.

Ed Catmull and George Lucas have statements on record that this was essentially for the greater good. That with the low margins of the industry, this was the way things needed to be done to keep costs from getting it of control. Ironically, almost all of the studios in the suit have suffered, not blossomed, with the exception of these ringleaders’ own enterprises. Perhaps the real cheat was getting all the other studios to stop competing by enticing them to hamstring themselves? Where would Sony Pictures be if they hadn’t joined with Ed?

2016-05-02 08:50:00

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Can the Fire TV Stick Hold a Torch to the Apple TV?

I just wanted to have a clever title, but the short answer is that it depends on the amount of money you’d like to spend, and what you will have the device do. I didn’t say what you expect the device to do. I expect unicorns, and rainbows to shoot out of either device, but they don’t do that. You also need to be an Amazon Prime subscriber in the United States for the device to be worth anything at all.

Why even? I know, I know. The device has been around for a while, but I didn’t have one because I had read all the reviews about how inferior it was to the Apple TV. It’s a great time to look around, especially since there are so many software, and services changes (like the monthly Prime options, and add-ons) since those initial Fire Stick reviews were published. In fact, as I write this, the Fire TV Stick went on sale for $5 off, so maybe you should try it to?

If you buy your Fire TV through Amazon it arrives partially configured for you, like a Kindle or Fire tablet purchased through Amazon. The device comes with a power cable that’s only slightly longer than the one Amazon includes with their Fire tablet — which is to say that it’s too short.

Voice Remote vs. Siri Remote

The Voice Remote Amazon sells with the Stick is slightly different than the one that Amazon sells with the full Fire TV box, but the difference is material quality. The remote is a triangular prism with rounded edges. Even though the bottom of it is “point” of the prism, it’s blunted and sits flat on surfaces. The whole back panel slides open to reveal the battery compartment. This is not a fancy, rechargeable remote, but the compartment opens and closes solidly, and because it’s the whole back of the remote, you’re not left with a wobbly panel like many other plastic remotes.

The top face of the remote has a microphone button, a circular D-Pad with an inset selection/click button in the middle. There are two rows under the D-Pad with a back button, a home button, a button with three lines, a fast backward button, a play/pause button, and a fast forward button. There’s nothing mind blowing about this, and with the exception of the three lines, it’s all completely obvious what each button does. (The three lines usually pull up settings, or a list, but it’s dependent on where you are in the interface.)

A small notch in the top of the remote is where the microphone is contained, but you don’t need to hold it up to your mouth in order for it work.

What really struck me about the remote was that there was no way to adjust the volume. After using the 4th generation Apple TV since October, I had become accustomed to having volume buttons. Let me tell you that not having them is really, really, really, annoying. A tiny little IR blaster in the top of this could have fixed that issue. Alas, it’s not meant to be.

Funnily enough, I can change the volume with my Apple TV remote, which will kick me to the Apple TV HDMI input, and then I can hit the Home button on the Amazon remote and it’ll kick me back to the Fire TV. The joys of modern technology.

Long-pressing the home button pops up a small menu with options like “Sleep”, similar to the Apple TV. Otherwise, you just wait for the horrible screensaver to come on (they have animated transforms on the still images they use but the filtering produces a visible grid effect.)

Bluetooth Keyboards are supported, as well as virtual keyboards inside the Fire Remote apps Amazon makes for iOS, Android, and Fire OS. Failing that, the onscreen keyboard is a breeze with the D-Pad. I am of the opinion that Apple missed the mark with their onscreen keyboard row, and narrow touch surface with the 4th generation Apple TV, but some people enjoy the sensation of wiggling their thumb to skip over letters more than I enjoy it.

The “back” and “home” buttons are unambiguous with the Fire TV interface, because back always goes back, and home always goes home. Compare this to the Apple TV’s “menu” and “TV screen rectangle” buttons.

One point to Amazon for ergonomics, one point to Amazon for not making it out of glass, one point to Amazon for unambiguous device orientation, one point to Apple for Volume, one point to Amazon for mostly unambiguous buttons, and one point for Apple for a rechargeable battery.

But what about the complicated motion sensors and the touchpad? The motion sensors are superfluous because they only come into play in games which are horrible to play via the motion sensors. The touchpad is great for precisely placing the “playhead” for video, but also punish you with the virtual keyboard row, and no clear sense of direction when compared to a D-Pad. I don’t find the touchpad on the Siri Remote to be preferable to the Amazon D-Pad, but everyone’s just going to yell at me for that, so whatever you like is the best thing ever.

Home on Fire

The initial boot process is funky (there’s a warning not to touch anything, which isn’t friendly). There’s also a video with an animated guy introducing you to the features of the device. I don’t typically enjoy tutorials, but it’s short and very directly communicates functions, as well as where to find certain things in the interface. Sadly, it’s possible that something like this might help with the unintuitive process of setting up an Apple TV. (Here’s a screen with almost nothing on it. Have a nice day.) The video is also present in the system if someone feels like they need to rewatch it.

As for the interface: The left side of the screen has a vertical menu to switch between different views on the right side of the screen. It defaults to “Home” which contains:

  • A thin banner ad that doesn’t stick at the top, and you can only select by purposefully navigating up to it.
  • Featured Apps & Games
  • Prime Originals & Exclusive TV
  • Featured Subscriptions
  • Prime Recently Added Movies
  • Prime Recently Added TV
  • Prime Recommended Movies
  • Top Free Games
  • Recommended Apps & Games

Fire TV Home Screen

So when you turn on the device the easiest thing for you to get to is whatever you were last doing, or something Amazon is promoting. It’s a mixed bag, depending on your tastes, and it rotates. You might see the 1989 Batman movie, Veep, Bosch — or anything else. About half of what it presents to you is already included with your Prime membership, and the other half is an upsell. Unlike the Kindle, and Fire tablets, the overt advert at the top is not a “Special Offer” you can pay Amazon to remove. It’s there for everyone.

Tapping on down from “Home” to “Your Videos” shows you layers of your video library interspersed with the same Prime Originals, and Recently Added fare. There’s also “TV Shows” and “Movies” which offer other mixes of Prime “Recently Added” and “Recommended” entries.

Next up is “Games” and first time Fire TV users will see Crossy Road highlighted as a free download for them to enjoy. Only you won’t enjoy it on the Fire Stick because it’s not powerful enough to run the game smoothly. I’m baffled why games are even offered since they are mostly unresponsive.

In the “Apps” section you’ll find apps that Amazon has added to your cloud library, but didn’t download on to the device. Think of it as a starter pack. Netflix, Sling, Showtime, Hulu, Vevo, Bloomberg TV, Crackle, Pandora, iHeartRadio, TuneIn Radio, and whatever “WatchESPN for Fire TV” might be. Unlike most bundled applications you can remove these from the device, and from the cloud. They can be added back to your cloud, and device, at any time through the store if you change your mind in the future.

If you have a Fire tablet, and get an app that’s also available on the Fire TV, you’ll see it in your cloud library too. For example: Disney Movies Anywhere has a Fire tablet and Fire TV app and is present on either.

There’s a YouTube app, but … it’s blue. This threw me off since it didn’t share the same branding as the iOS YouTube app and I initially wrote it off as some third-party client I wouldn’t bother with. Turns out, it’s actually the YouTube app.

If you hit the D-Pad and pass over an app buttons to download or look at details appear, and the detail screens offer up info for the developer, a warning if guidance is suggested, a review rating, and which input devices the application works with — like the Fire TV Remote and Game Controller. You can also see something you can’t find in Apple’s tvOS App Store and that’s what permissions the app will need. “Access coarse location” for example, or “Record audio” in the case of CBS All Access (WHY?).

Unfortunately, games are also displayed in the “Apps” view so you’ll see repeats here. I do wish they had actually separated them completely since they’re separate categories of the interface.

Lastly, in the main column, are Music, Photos, and Settings. All of these are populated with what you have purchased, or uploaded to Amazon. Because the photos, and music are not stored on the device, you may notice lag while the contents of the view populate, but the device is still responsive. It doesn’t lock up every time you pass over a category it needs to pull down album art for. I do wish it was more aggressively cached.

The Future of TV is Content

You’ll notice that I kept referring to seeing many things over and over in the interface. That’s a benefit, or a weakness, depending on how your brain is wired. It can be nice to see the same information displayed under different categories, much in the same way Netflix might display a movie under both comedies, and their recommendations for you. This isn’t like the Apple TV home screen interface where every application sits in a spot, all the time. That’s the only place it exists, and it can be organized into a folder. Amazon’s approach is very much about putting content first, and getting you going with it.

Unfortunately, Amazon’s only content-first about content that is available through Amazon. Anything from inside of a third party app is not available to you as anything other than that app’s icon. For example: You’re watching an episode of Transparent, and you decide you want to take a break and an episode of Friends on Netflix. You open the Netflix app, watch your show, and close the Netflix app. In “Recent” you’ll see the Netflix icon, not Friends, next to Transparent.

This is a different approach from Apple where TV and films that Apple wants to promote are displayed at the top of the interface where you’re hovering over those icons, but the interface isn’t inserting those recommendations to live with the application icons.

In terms of applications though, I’d say that both Amazon and Apple offer a comparable selection of media applications. You’ll see similar brands present on both platforms, and offering similar experiences. Apple offers media companies the chance to make TVML applications, where they only need to specify a few options and a standard interface is populated with it. Amazon doesn’t offer that, and every application has to provide for itself. Think of it like an apartment complex that offers furnished apartments, and an apartment complex that doesn’t. One apartment complex will have very nondescript furniture identically placed throughout, and the other apartment complex will have everything from apartments with only an inflatable mattress, to pads bedecked with designer decor. That’s a little what it’s like poking around in the apps.

Both Apple and Amazon have the annoying issues surrounding authenticating applications. It’s a familiar process of going to a URL, and entering an alphanumeric string to grant the TV access to services.

Amazon does have a neat trick that Apple does not, and that’s the presence of additional services that can be tacked on to your Amazon Prime bill for a fee. This is similar to paying for Showtime’s monthly subscription through Apple, except you don’t need the Showtime app to see the content, it’s in your Amazon library, interspersed with all the other stuff, and accessible in all the same ways. The app is optional. Amazon’s made a big deal out of adding on more, and more of these services over time. This makes interface inconsistencies, or authenticating things, unnecessary as long as you’re logged in with your Amazon account.

Second Screen Mirroring Fling Cast

I just don’t know what to say when it comes to Amazon’s efforts to ape Apple’s AirPlay, and use Google’s Cast (née Chromecast). There’s no unified Brand that assures you, “Hey all this stuff works together!” You can’t even reliably count on Amazon to support services across all of Amazon’s devices. For instance: I can mirror the Fire TV to a Fire tablet, but not the entry-level Fire tablet. I can, however, use Second Screen from that same tablet to play Amazon’s videos on my Fire TV while the Fire tablet shows IMDB info, scenes (chapter markers), playback controls, and a draggable playhead. That’s only the Fire tablet though, the Amazon Video app for iOS doesn’t offer Second Screen. Confusing? Yes.

The other trick is finding applications that support any of this. Some of those applications use Amazon’s Fling branding from their Fling SDK. This is not exactly taking the world by storm.

However, the things that use Google’s Cast seem to work with Amazon’s Fire Stick as long as you have an app on both the sending and receiving device. Netflix’s iOS app does work with the Amazon Fire TV, and YouTube’s iOS app works as well. Hilariously, Amazon Video for iOS can’t stream video to the Fire Stick, only to the Apple TV. Though none of this is really obvious since you have to install these apps that don’t use any Amazon branded terminology. It’s not the almost-any-app ability of AirPlay.

The Lady in the TV

The entry-level Stick does have voice services, but you either need to buy a voice remote separately, or use the iOS, Android, or Fire OS remote app for that voice functionality. I opted for the model that includes the voice remote, a $10 premium over the entry-level device, but well worth it so you don’t have to fish out the phone, or tablet, app every time you’d like to use Alexa. (Just spend the $10.) This gives you quick and easy access to Amazon’s Alexa — it can do almost everything that the Echo, Echo Dot, and Tap can do, except set timers and pair Bluetooth. You can even use Alexa here to order the much sought-after Echo Dot.

While Alexa is very speedy at processing my requests once I’ve said them, there’s an occasionally a lag of a few seconds for the Fire Stick to get in a state where you may give the voice command to Alexa. You might hold down on the button for 1-3 seconds before the screen changes over to the dark overlay with the blue line indicating you’re allowed to speak. If you start speaking right when you push the button, the first 1-3 seconds of your command won’t be recorded.

Alexa has search functionality, and can search things outside of the Amazon library, but only certain things … The notable exception is that Netflix is not present in voice search results. This is a huge oversight and Amazon should swallow their pride to entice Netflix to participate. Almost everyone buying one of these is certain to have a Netflix subscription, so it would be in Amazon’s best interests to see that the Fire TV is the preferred device for accessing Netflix.

Using the Alexa interface to play music has a peculiar shortcoming in that it pops up a modal dialog over the screen you’re on with the album art, title, etc. for what you asked it to play — and then it just stays there. There’s no button to jump to that song playing in the music interface, and if you navigate away from it, it’s gone. I do wish that playback occurred in the music section instead of here. A feature Amazon offers, X-Ray Lyrics, shows a karaoke-style list of lyrics that scrolls in sync to the music — but only in the music interface, and not in Alexa’s music playback dialog box.

Sorta Kinda

If I don’t sound extremely enthusiastic, it’s because I’m not.

At the end of the day, the device you use might come down to where your content lives, or the quirks of how you like to browse. It might also come down to your pocketbook, because at $160-200 the Apple TV is a very expensive box to stream non-Apple shows and services on. At $40-50 you have the same “channels” at the same rates as Apple, in addition to a bunch of other stuff. Also? If you need access to iTunes and AirPlay, it’s less expensive to buy the 3rd generation Apple TV (which Apple still sells!), and a Fire TV Stick. I don’t really recommend you do so, that’s a hypothetical.

2016-04-28 08:25:00

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Canonical Pizza Toppings

These are the canonical pizza toppings:

  • Any item you want to eat on top of a pizza.
  • Repeat as necessary.


  • 🍍

2016-04-27 07:45:00

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Amazon's Standalone Prime Video Plan

Todd Spangler, writing for Variety:

The e-commerce giant is now offering its video-streaming service in the U.S. independent of the Prime free-shipping program. Purchased separately, Prime Video will cost $8.99 per month — one dollar less than Netflix’s most popular plan.


In addition, Amazon is offering a new payment option for full Prime membership of $10.99 monthly, with no annual commitment. That’s 33% more than than the $99 annual Prime membership, but Amazon said many customers have been asking for month-to-month flexibility with the program.

I was pretty confused by this move, at first, because it’s a greater expense for the customer. A year of Prime Video is significantly more expensive than a year of a full Prime membership with all the benefits that entails. Indeed, if you go to your Amazon account settings, it provides you with a helpful spreadsheet about how you probably don’t want to downgrade to a Prime Video membership.

Comparison Chart

“Hey, bro, are you sure you want to do that? C’mon, bro.”

There is a different story to tell, of course, and that’s the story about people who are on the fence about making a yearly commitment for $100. That’s a big risk for customers to take, where is $8.99 a month is a smaller risk. Because a full Prime membership is such a deal over the Prime Video membership, it’s also easy for Amazon to encourage those people trying Prime Video to upgrade for a savings. Lower barrier to entry, and an up-sell that’s actually a discount. No one Amazons like Amazon.

This is not a Netflix replacement. Even though Todd Spangler’s piece references the cost of Netflix and Hulu several times, the services are different enough that they don’t overlap as much as one might think. I’m not sure anyone will buy Prime Video because it’s a dollar cheaper than Netflix. They’ll buy Prime Video in addition to Netflix.

Amazon also has those add-on subscriptions that can dramatically increase the cost of this Prime Video rate. Consider the Showtime add-on, which is $8.99 a month as well (compare that to the $10.99 a month rate for Showtime’s standalone app). If you get Prime Video with Showtime, than you’ve doubled your rate. Starz is also $8.99, Sundance Doc Club is $6.99 … Anyway, these add-ons add on. However, like the Prime Video monthly plan, you can cancel any, or all, of the add-ons and they won’t renew for the next billing period, and many offer seven-day trials.

The biggest problem with this Prime Video push is that Amazon still doesn’t offer anything for the Google Cast (née Chromecast) or for the Apple TV. Their mobile, tablet, and web apps all work, but it does seem that their efforts to get into your TV could be improved. The Fire TV Stick is fine for video, but it has severe non-Amazon-Video shortcomings.

I even wonder if part of the reason for the %33 markup on the Prime Video service might be to cover the cut Apple would take of any in-app subscriptions on the Apple TV? That’s not so far fetched, but the markup might just be coincidence. If that was really the plan wouldn’t they have rolled out a tvOS app with the announcement? Though it might be something they have room to pursue later.

2016-04-18 07:54:27

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