Apple’s visit to Des Moines

26 Sep

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We had visitors from Apple (yes, that Apple) in Des Moines this week to demo their Podcast Producer software. The Apple folks wanted to show us (and some representatives from Gannett) how media outlets could use Podcast Producer to speed up their workflow for video and audio programs.

Whether or not we ever decide to use Podcast Producer, it certainly was interesting to spend three hours of my day with people from Apple — not something that happens all that often here in Des Moines.

The most interesting thing in their presentation (to me) was a slide that asked the question: “Why Apple?”

Then they gave their answer: innovation, integration and simplicity.

It’s intriguing to me that they are able to boil the answer to that question down to three words. If I were answering the question “Why DesMoinesRegister.com,” I’m not sure I could give an answer in three words. I’m not even sure I could give it in three sentences.

My initial thought would be, “Authoritative, interactive, breaking.” But I’m already thinking of important things we try to be that aren’t on that list. Like “local.”

I do like the ideas of focusing what you do very narrowly – and making sure you filter your work through that narrow filter. I’ve been through that process for at least a couple newspapers before – and never come out with a filter that stuck.

Back to Apple: We also were getting a glimpse into their “three-screen” focus. Apple wants people to be able to create things once and easily deliver to three screens: mobile, desktop and TV.

I got to see Apple TV in action for the first time. It was impressive, although I think I would save $300 and just plug my computer into the TV.