2014年11月30日 星期日

Apple Retina MacBook Air release date, news and rumours

Apple Retina MacBook Air release date, news and rumours

As the old adage goes: the best things in life are worth waiting for, and Apple's long-awaited Retina MacBook Air has the potential to be the best all-round MacBook yet.


Apple's current MacBook Air machines have excellent battery life and portability, but suffer from poor low-resolution TN displays. On the other hand, the MacBook Pro with Retina has an excellent high-resolution IPS display, but is a pound too heavy to be considered ultraportable and has good, but not great battery life.



While combining the best qualities of the two is a no-brainer, balancing power, thickness and battery life is no mean feat, and rumour has it that the Cupertino-based company has been working on a Retina MacBook Air for some time. So long, in fact, that it is one of Apple's few remaining devices to get a Retina display having been beaten to the punch by the iPad Air, iPad Mini with Retina and more recently the iMac 5K.


Cut to the chase

What is it? A brand new MacBook Air with a Retina display

When will it release? Either late 2014 or, more likely, Spring 2015

What will it cost? Likely somewhere between a MacBook Air and MacBook Pro with Retina display

Retina MacBook Air release date


It was hoped that the Retina MacBook Air release date would be announced at Apple's event back in October, which many thought the company would use to show off the new laptop. As we now know, that didn't happen, as Apple choose to debut the iPad Air 2, iPad mini 3 and iMac 5k.


Although it feels like the Retina MacBook Air's release date should have come and gone by now, factors such as the delayed availability of Intel's new Broadwell-series processors means that Apple and other laptop makers have had no choice but to sit tight.


BGR, which cites a report from Taiwan's Industrial and Commercial Times that's written in Chinese, claims that Apple may still launch the Retina MacBook Air in late 2014 due to a batch of Broadwell chips being released. However, it also notes that the chances of that happening are "beyond unlikely" due to Apple's holiday announcements having already happened.


As highlighted by Motley Fool, Intel has confirmed that its Core i3, i5 and i7 Broadwell-U chips are scheduled for a spring 2015 launch, which it predicts means early March or April. Those CPUs will be of particular interest to Apple due to their low thermal design power (TDP), which will allow a new Retina MacBook Air to have a high-resolution display without heavily sapping battery life.


Alternatively, Apple may opt for Intel's Core-M series Broadwell CPU, which is starting to appear in Ultrabooks including Lenovo's Yoga 3 Pro. However, as MacWorld notes, a report by Redmond Pie points out that the Yoga 3 Pro has suffered from sluggish performance and poor benchmark results, which may tempt Apple into holding out for Intel's potentially more efficient Broadwell-U series.


Apple MacBook Pro with Retina display


Retina MacBook Air design


The Motley Fool report mentioned above points out that it would be unlikely for Apple to stick with the MacBook Air's current design for the Retina MacBook Air. Because Broadwell U is so energy efficient, manufacturers can put out even slimmer models because a fan isn't needed to keep the CPU cool. This presents Apple with an opportunity to update the MacBook Air's classic design to make it thinner, lighter and more portable.


A report by MacRumours, which points to an anonymous forum post on Weiphone, reckons Apple is looking to make the upcoming machine thinner by giving it a new trackpad design that does away with the mechanical element found on current MacBooks. Apple filed a patent application in January 2014 for a buttonless trackpad that uses sensors to simulate tactile touch, which could prove to be the tech behind the update.


According to a website simply called A Tech Website, which cites insider sources in the know, the Retina MacBook Air will arrive in a choice of three colours: aluminium grey, space grey, and gold.


USB Type-C


Retina MacBook Air specs


It has been rumoured that the Retina MacBook Air will arrive in an all-new size for the series. Ming-Chi Kuo of KGI Securities reckons that Apple will launch a new 12-inch MacBook Air to plug the gap between the 11- and 13-inch models. The biggest drawback to both of them is the display, which tops out at 1,366 x 768 on the smaller model and 1,400 x 900 on its larger sibling.


A blog post by Canalys analyst Daniel Matte claims that Apple will include a 11.88-inch panel on the Retina MacBook Air, which will possess a pixel-resolution of 2,732 x 1,536, offering the same 264ppi as the iPad Air. Matte reckons that Apple will use the same display technology it currently uses for its 9.7-inch iPads to cut its panels to the larger size.


In terms of ports and connectivity options, as Lenovo's Yoga 3 Pro demonstrated, giving a laptop very thin dimensions can leave little room for ports. Jack March (via 9to5Mac) reckons that the Retina MacBook Air will feature "a noticeably thinner design" that forced Apple to abandon the traditional USB port in favour of the forthcoming reversible USB Type-C connector, which would require an adapter to connect peripherals.




















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Review: Updated: Sonos Play:1

Review: Updated: Sonos Play:1

The Sonos Play:1 has big ambitions for its size.


Slipping in as the smallest, most affordable of the Sonos family, the diminutive speaker might fool you into thinking it's making big compromises in order to get below the premium bracket. The reality is quite different.


We were really impressed with the Play:3 but price has always been an issue with Sonos products. The Play:1 at £169 ($200), however, goes some way to convince us that you don't need the big bucks to get in on the Sonos love.


There's no Bluetooth to be found on the Play:1 and no battery either; this is totally about high quality streaming around the house that's only limited by your Wi-Fi capabilities. Well, that and the location of your power sockets.


Sonos


Design


The Play:1 arrives in black and white variations. Everyone will have their favorite but we found the white suited a bookshelf nicely while the black looked good plonked on the corner of a desk.


The grated design spills around the entire tin the speaker, which goes for the taller and slimmer look over the Play:3's wider angles. It's not the most exciting design you'll come across but it blends in nicely with its surroundings.


On the top of the speaker, the mute button has now transformed into a play/pause button instead, which is an intuitive move by Sonos. Double tap it and you'll skip to the next track too - extra useful.


Sonos


There's also the volume rocker and status light. You may only use these for set up and never again, but it's handy to have them there nonetheless.


The design of the Play:1 is robust and premium though it's also really quite heavy, which makes us more hesitant to take advantage of the optional wall mount. These might be wireless, but we wouldn't really call them "portable" speakers.


Sonos


Sound and streaming


Setting it up is nice and straightforward and those familiar with the Sonos way of things aren't in for any surprises. When Sonos first launched the Play:1, the speakers were dependent on a separate wireless bridge in order to communicate with your Wi-Fi. That's no longer the case, as a recent update allows the speakers to latch onto your Wi-Fi without any support, although Sonos advises that homes with poor Wi-Fi coverage may want to keep using the bridge.


And for homes with particularly frustrating Wi-Fi coverage, Sonos has launched a separate accessory called the Boost, which is basically a souped-up version of the Bridge. As Sonos describes it, the Boost (£79, $49) offers "enterprise-grade wireless capabilities" to stretch that signal right through the house.


Once you've done got the speakers plugged in, it's a case of using the app to make sure everything's communicating. If you're worried that one speaker won't be loud enough on its own, fear not - the Play:1 kicks surprisingly hard. No, it's not quite hitting the levels of the Play:3 or Playbar, but that's hardly a startling revelation. On the inside is a midrange woofer and a tweeter, and while you'll only be getting the mono experience with one can, it's enough to easily fill a room with crisp sound.


The question is: do you want to fill a room or fill a house? If it's the latter, and you're already using Sonos audio at home, then these are excellent sonic limbs to cast into a bedroom, kitchen or even a bathroom.


Sonos


But if you're using this as your main living room music source, you're going to want to add a second one in for stereo sound, which obviously doubles the price. The Play:1 kicks up a decent amount of bass though it won't be quite enough for, so we'd recommend pairing with a Sonos Sub if you're serious about getting the most out of the Play:1.


It could easily become a "just one more and then I'm through" kind of addiction. But if you do decide to take another hit, adding more speakers to your system is certainly easy, as we found. Once set up, you can pair your speakers together easily via the app to create that stereo sound.


Sonos


You can also connect any other Sonos speaker to your Sonos bridge, so the whole family will play nicely together. And lucky for you, the bridge is available for free with with all Sonos Play:1 speaker purchases before Christmas. Not that this is going to help your Sonos drug addiction in any way.


Once you're all connected up, you can sync music across the house or have different music playing on different speakers. Controlling the Play:1 is extremely easy too. With the Sonos app you have access to the local content on your controlling but you're also able to stream services such as Spotify, Rdio, Napster and SoundCloud. You can also do it via desktop software on your PC or Mac.


Sonos


The Sonos App


When the Play:1 launched, the accompanying app was one of our main criticisms. It was clunky and limited in functionality, but Sonos has made some big improvements since.


The refreshed controller app for iOS and Android now indexes your streaming services and local music files to let you find the track you want with one simple search.


The additions of SoundCloud and Google Play Music have perhaps been the biggest wins, while the support for multiple Spotify accounts is another welcome addition. There are still limitations - it doesn't officially support iTunes Radio or AirPlay streaming - but the list of supported services is much more comprehensive than it was in 2013.


If you're using a Windows Phone, the bad news is that you're still left out for now with no official Sonos Windows Phone app available just yet. Let's hope that changes soon.


Verdict


Sonos has delivered again with the Play:1. We're hugely impressed with what it offers for its size, but perhaps more importantly, we're impressed with what it offers for the price. Sonos has cooked up a superb quality speaker at a more affordable entry point, meaning it's no longer just one for the upper earners – let's hope we see more of this attitude.




















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In Depth: The hackathon-winning idea that apocalypse-proofs your phone's reception

In Depth: The hackathon-winning idea that apocalypse-proofs your phone's reception

It began with drinks, canapés and Deadmau5 blaring from high-end speakers. There was a palpable buzz in PayPal's town hall situated about 15 minute's drive outside of central San Jose, California. The room was filled to bursting with enthusiastic programmers, looking forward to the next 24 hours spread out over two days of the PayPal/Braintree Battle Hack Hackathon.


This meant two days of coding. Two days of crunch. Two days of endless coffee, Red Bull, arguments, U-turns, more arguments and above all, eye-reddening concentration. Sounds like hell on earth. For these people, it was sheer heaven.


The contestants at Battle Hack are the best of the best. These are the coders, crunchers and hackers who beat out the scores of their peers to qualify for PayPal/Braintree's hackathon. They're then flown from disparate parts of the world – London, Tel Aviv, Singapore, Miami to name a few – to San Jose to prove their mettle against the cream of the crop. Within a 24 hour timeframe they've got to create an app with social relevance, present it and somehow tie it in to Paypal's online payment system. The winners take home $100,000 a golden plated commemorative axe (have fun getting that through customs). Simple, really.


Battlehack


Except not. All of the participants in the Battle Hack final earned their place with an app they developed over a relatively long time. For the final they had just a few weeks to go one better on their winning work - a stern test by anyone's standards. Still, it was a strong field right from the outset.


Coming up with the killer app


Team San Francisco, for example, pitched an app that turns not using your smartphone into a game. Owners set time constraints for each other via their contact books and score points on a leaderboard by staying off the phone. Losers then donate money to charity when they go over their allotted time.


The four-person team from Toronto created an app for the visually impaired; using the iPhone's Siri function, visually impaired owners can scan items in the grocery store and have their phone tell them what they are and how much they cost.


Battlehack


For its part, Team London created a peer-to-peer education app aimed at students. Premium content can be purchased with PayPal, but the app functions principally as a free tutoring system that can be used globally. It's the sort of initiative that would benefit countless kids in the UK alone, and one the government probably wouldn't come up with in a month of Sundays.


In the end, Battle Hack 2014 was won by a pair of blokes from Israel, Shai Mishali and Pavel Kaminsky. Their triumphant idea? AirHop, an app that enables smartphone owners to make calls and send texts even if they have no simcard or reception. After they announced it on day one of Battle Hack, journalists in attendance were rather sceptical about their ability to pull it off. When they demoed it working the following day, we were surprised that the phone industry wasn't sending in the flying squad – since all of the presentations were being streamed live on YouTube.


Ready for the zombie apocalypse


"We had the idea for this about two days ago," says Pavel. "We were sitting in a coffee shop near my house and discussing what we were going to do at Battle Hack."


"I mentioned that I had to pick my girlfriend up from the airport and I had no reception. There were plenty of people around me but I was a bit shy to ask one of them whether or not I could use their phone to make a call. At that point, Shai and me started bouncing ideas off each other."


Battlehack


The way AirHop works is rather simple: it essentially lets users 'hop' onto another person's device and use their connection to make a phone call or send a text in exchange for a payment made through PayPal. It also allows them to use the host device's WiFi for a nominal fee. The implications of AirHop are pretty staggering. While in the First World connectivity is easy and abundant, in developing countries this isn't always the case. Pavel says they built the app with this in mind, although they haven't written off the possibility of AirHop causing a stir in the West.


"It doesn't have to be exclusively for the Third World, though," says Shai. "If you think about this year when you've seen riots and panic and the spread of Ebola – in a crisis situation, usually the first thing that breaks down is the lines of communication. AirHop could really help with this."


"Anywhere that's crowded, you'll have a connection problem too – music festivals, conferences – and if you're backpacking you could be without a signal," he adds. "It doesn't just have applications if the zombie apocalypse happens."


Shai and Pavel leave Battle Hack with the hackathon's premier bragging rights – not to mention two golden axes and $100,000 in their PayPal accounts. But they also take a groundbreaking piece of technology back out into the world, which they hope to take further. AirHop was created and demoed in just 24 hours. The mind boggles at the prospect of what these two could create with a bit more time and funding.




















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Will Windows 10 mean the end of malware?

Will Windows 10 mean the end of malware?

Introduction


Think Windows 8 was a big step forward in security? So did Microsoft – at the time. Looking back though, Chris Hallum, who manages the security features in Windows and Windows Phone, now thinks it had incremental improvements tackling a subset of the problem.


That's not helped by the fact that PC makers didn't start putting the same kind of touch sensor fingerprint readers as seen on the iPhone on their devices the way he'd hoped they would.


He's still hoping to see fingerprint sensors become common, but he's also bullish about what's coming next. "In Windows 10," he says confidently, "you'll see we actually decisively address entire classifications of issues with solutions that maybe in some ways can eradicate the issue in its entirely."


Password crisis


The first issue to tackle is passwords. "We're no longer thinking about passwords as a problem," he admits freely. "Passwords are actually a real-time crisis. You have to move to something better."


And that would be the 'next-generation credential'. It's going to use two-factor authentication, with the second factor being either the Trusted Platform Module security chip which is in many modern PCs and will be in every single Windows device in 2015, or your phone (where the equivalent of the TPM is "pretty close to pervasive") – or, he suggests mysteriously, "devices we're not talking about yet".


When you first make your account, your PC will create a key that's stored in a secure container, protected by the TPM – you might have one key for your personal account, another for your online bank and another for your work account that has a longer PIN.


"The user unlocks their Windows container with an unlock gesture, which could be a PIN or a password or biometrics, and they get access to it," says Hallum. That PIN isn't the usual four digits – it can be up to 20 characters long and it can include numbers, symbols, spaces and upper and lower case letters.


Finger printing good


Or you could use a fingerprint. Hallum expects readers that can tell whether your finger is a real finger and whether it's still alive, looking not just at the pattern but "the 3D image with the peaks and valleys" which flatten out on dead fingers and fake fingerprints.


He'd like to see a 9mm sensor that doesn't have a big chrome border around it so you can just press your whole fingertip on it once instead of multiple times like the iPhone, but OEMs may pick smaller, cheaper sensors. "We're going to get the cost down to where it can go mainstream," he says with cautious optimism. "We have an OEM signalling – not committing but signalling – that they may put it across their entire consumer range. Although I hope I don't get burned again because I talked about this for Windows 8…"


With or without fingerprint readers, the new password-replacing credentials are coming – not just from Microsoft but from fellow FIDO Alliance members like Google. Google's similar secure key proposal has already been ratified and Hallum says Microsoft is committed to getting its own system ratified by FIDO too.


Flexibility first


Hallum believes the flexibility of the Windows 10 credential is an advantage. "The differentiator for us is you will be able to use existing devices to authenticate for this; you can use your PC or your phone.


"That means your phone – including Windows Phone, Android, an iPhone with its fingerprint reader and maybe one day a BlackBerry – could store your credentials and pair to your PC via Bluetooth to sign you in. That means two-factor authentication will become ubiquitous, without people needing multiple fobs and physical tokens."


He's confident the credentials will be adopted by a range of services, and says Microsoft is evangelising it to both business and consumer services. "This is going to succeed. You're going to see a lot of consumer services like Netflix. They see how important this is for banking, for content, for consumer services." Business apps that you log into with a Windows username and password today will just work with them too. "Every app should be able to take advantage of it, unless you've done something that is not best practice."


Getting past Pass the Hash


Signing in with one of these next-generation credentials "unlocks the Windows container" because Windows 10 is made up of multiple containers. Windows is in one container, but the security token from Active Directory that lets you access resources on your company network and the LSA authentication service that issues it are in another, running on top of Hyper-V virtualisation in what Microsoft calls a Virtual Secure Mode.


Those tokens are what many attackers have been targeting when they break into companies using a technique known as Pass the Hash. "Once attackers have that token they have your identity, it's as good as having your username and password. They gain admin privileges and run a tool to extract the token and take it, and then they can move around the network and access all these servers without ever being asked for a password," explains Hallum.


"We've taken these tokens which were being protected by Windows in a software store which was susceptible to malware or to applications with a high level of privilege and we're putting them inside a container. Even the kernel doesn't have access to take information out of that container if it's compromised."


That container is the VSM. "The VSM is basically a mini OS. Think of it as a Windows core OS – it's a very small OS that will require about 1GB of memory and has just enough capability to run the LSA service that's used for all our authentication brokering."


It won't affect the performance of your PC, he says, but you will need to have Windows 10 on your PC, a CPU that supports hardware virtualisation and the next version of Windows Server on your Active Directory domain controller.


That means even if you are infected by a rootkit or bootkit that takes over the Windows kernel, your tokens would still be safe.


No cast iron guarantee


However, Hallum warns: "We can't promise Pass the Hash is not possible, there could be bugs in our implementation. But it is an architectural solution designed to prevent [this threat] rather than what we've done in the past which was just a defence that made it a little bit harder. It is one of the strongest mitigations we can do.


"We think this will be very decisive in dealing with that threat. I don't want to say we've solved identity but this is so substantial compared to anything we've done in the past. Virtual smartcards in 8 were incremental; this is virtual smart cards for the entire world."


VSMs can be used for other security features – if you run Windows 10 in a virtual machine, it can use a VSM as a virtual TPM. And if PC makers adopt the Windows 10 Enterprise Lockdown idea, the Windows code integrity service will live in another container, so even a compromised kernel can't turn off checks on the code that's allowed to run. And that code will be limited to Windows and applications that have been signed by Microsoft, apps from the Windows Store and software signed by either software vendors vetted by Microsoft or your own business (using certificates from a Certificate Authority Microsoft will run itself).


Those signed applications can be distributed through the Windows Store and there will be a way for businesses to sign apps they trust but didn't write (so you can sign software if the vendor has gone out of business and you can't be forced to upgrade to a new, signed version if you're happy with the version you have).


Trusted app ecosystem


Hallum calls it an attempt to "create a trusted app ecosystem" for PCs that protects them the way the App Store protects iOS devices, but is more suited to the way enterprises work.


Enterprise lockdown will only work with Windows Enterprise and with PCs preconfigured to support it by locking their UEFI boot systems "because if you can configure Windows for signed only [software], malware can configure it to not require signing." Microsoft is recommending that OEMs make this an option for all their business PCs and suggesting the premium they charge for it should be low, but it remains to be seen how well they'll support it.


Hallum certainly believes it can be extremely effective: "Assuming the person who owns signing applications in your business is trustworthy, we think we can all but eliminate malware." He also suggests it would have stopped the kind of PoS breaches that have happened in the last year.


File containers


Encrypted files on Windows 10 will also be stored in containers, but unlike mobile devices where all business documents are in one container – and are only protected if you choose to save them there – each file will be in its own container.


"Our container is different," Hallum explains. "It's a container at the file level so every single file – every document, any content item, the files for your app – they will be protected with an encryption container and then Windows becomes a broker of access control between them."


Windows 10 will also work out which files to encrypt, based on where the file comes from or what app you create or open it with, using policies you set.


"You'll be able to set locations on the network and say 'we consider these to be corporate – this is the corporate mail server, these are the corporate file servers on these IP address ranges, using these DNS addresses.


"When content comes from those locations, the system knows where it comes from and we can say 'let's go ahead and encrypt that at the file level'. In real time, as you're bringing content to your device, Windows knows what's corporate and what's personal, but it happens transparently behind the scenes and you don't have to think about it."


You can set policy to mark apps as business apps and all files created with them will be encrypted. You can use policy to mark some apps as personal and they won't be able to open encrypted business files. "We want to make sure apps that shouldn't have access to corporate networks can be gated," says Hallum. "These are the apps on the device I trust and will allow to connect to my VPN."


And for apps like Office that are used for both, there will be an option in the Save dialog to say whether a file saved on your PC is a business document that should be encrypted or a personal document that shouldn't.


Containers not constrainers


He suggests that's more convenient than the style of containers used in Samsung Knox or Good Technologies, which he calls 'constrainers'. "I'm constrained – I have to move to a secure place to access content. I need to use a specific application, maybe not the one I use on my PC, to access email. A container that contains the apps that contain the data is very effective at securing things but I have to change my behaviour, I have to stop using apps like Office.


"When we move the technology down the stack into the platform itself rather than building a protective solution that sits on top of the platform, as the others are, we can do a lot of the heavy lifting behind the scenes, where we don't have to interfere with the user experience to the same degree."


And yes, encrypted files will be usable on other devices. Hallum says OS X, iOS and Android will all be supported, either through Office or using readers. You'll be able to manage this with any MDM, not just Microsoft management tools like System Center.


There are other Windows 10 security features still in development and Hallum thinks security will make Windows 10 a compelling upgrade. "Every previous release of Windows has delivered defence in depth, but we've just made it harder. If you didn't deploy a release, you always had the excuse of plausible deniability; you could say 'it just made it harder, it wasn't the solution'. Once there's an OS available that you can deploy that will eliminate most of these attacks, there are no more excuses. You're making a choice to be vulnerable."





















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Opinion: The only things that can stop the Chromebook are you and Google

Opinion: The only things that can stop the Chromebook are you and Google

For a long time, Chromebooks seemed like they would fizzle, and for just the reasons you might expect. People called them under-powered, said they didn't run the software they depended on, and that there was just no compelling reason to buy one over a cheap Windows or Linux laptop. For a while, we got one Chromebook at a time, made by different manufacturers - not unlike how Google's Nexus brand is applied to smartphones and tablets made by a succession of manufacturers.


But little by little, the Chromebook has gained momentum and diversified, and now ABI Research forecasts that a little over four million Chromebooks will be sold this year (compared to 300m conventional laptops). Four against 300 doesn't sound like much, but this would probably be a doubling of Chromebook sales over the previous year - while conventional laptop sales are predicted to fall from 316m according to ABI.


For the most part, Chromebooks seem to be being bought by the education market, and they're doing great things there. When even one of the smartest and strongest advocates for the iPad in education, Fraser Speirs, records an episode of his podcast called The Case for Chromebooks, you should be thinking at least that there's potential here.


The question still gets asked, though: what will it take for the Chromebook to go mainstream? It's a question that assumes Google has to change the Chromebook to make it attractive to the mass market, and I think that's the wrong perspective. I think the market has to change.


It's not them, it's you


A Chromebook is already a good option for the mass market. For home users, it's simple, reliable, robust and likely not as susceptible to viruses as a Windows machine. If most of us actually stop to think about it, the majority of what we use a computer for these days can already be done in a browser window. That's in part because of how much time we spend on websites (such as Facebook and Twitter), and in part because web versions of apps such as Word are finally rich and responsive enough to be usable.


What's more, many of those jobs that we currently don't do in a browser could be done in a browser with minimal disruption if we wanted to. Besides, some interesting things are happening such as the streaming version of Photoshop which brings the full, complete power of Photoshop to a Chromebook while doing all the heavy lifting on a server somewhere. It's trickier in some businesses, but for others - especially sole traders and SMBs who might be well served by or even already be using Google Apps for Work - a Chromebook could be not just a usable trade-off but actually the best tool for the job.


Still, you might say, why should I buy a Chromebook to do these things when I can just install Chrome on my PC or Mac and not have the same compromises? Well, it's true you won't have the same compromises, but you will have compromises. The system is more complex and so liable to failure, it's a bigger target for malware. And of course there's price: for the most part, Chromebooks just are cheap.


The problem for Chromebooks isn't anything to do with the hardware or the software. The problem is you - or rather, it's the market. Many people just assume that a Chromebook won't be good enough for them. The problem as always for any product trying to establish itself against entrenched competitors is trying to make people aware of it a viable option.


Few people will have heard of Chromebooks, fewer still will be aware what a Chromebook is, even fewer than that will have the reason and motivation to find out why they might want one, and fewest of all will have the knowledge and gumption then to buy one after a pubescent youth in a branded polo shirt tells them they should probably just stick to Windows. (Said youth might actually have good reason to do that, but might also be lazy and ill-educated, or have been instructed to sell a Windows-specific after-sales support package to bolster narrow margins.)


A matter of faith


Google, then can do something to make the Chromebook go mainstream: advertise, and galvanise discussion and interest. And to be fair it has been doing some of that, especially in its strong 'For everyone' campaign. It's possible, though, that Google either hasn't worked out or can't decide if it actually even wants Chrome OS to go mainstream.


This might seem like an odd thing to say, since surely all companies want their product to appeal to as many people as possible, but Google's strategy on operating systems is still muddied and unresolved. The roles for and the lines between Chrome OS and Android are becoming increasingly blurred, partly through the centralising effects of the cloud, but also through initiatives such as the one which lets some Android apps run right on Chrome OS.


The charitable interpretation is that Google is hedging its bets, but the more likely is that whatever strategy it has is tying itself in knots. And until Google decides whether or not it wants to make the Chromebook a mass-market hit itself, it's up to the mass-market to make it one.


But it might never get over its prejudices.




















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