Monthly Archives: June 2009

The Cure for iPhone Envy: The story behind the doubleTwist ad

For our “The Cure for iPhone Envy” ad campaign we leased the window on the BART exit outside the SF Apple Store. Our contract with BART’s ad agency specified that the ad would go up on Monday morning, the day of the WWDC keynote. However, the ad agency jumped the gun and our ad went up on Friday the weekend before. Shortly after the ad was put up, it was ripped down by a BART employee. A tipster sent me pictures of this happening:

Ad being ripped down

BART’s excuse for ripping down the ad was that it was “too dark” and not letting through enough light into the BART exit. However, we have pictures that show there was plenty of light coming through the ad (the ad is printed on a clear plastic material):

Light showing through ad

We then submitted the following revised ad with a white background. A white ad would have let even more light through (notice how bright the bottle is in the original ad above). However, it was rejected for having a solid white background (!).

Rejected white ad

At the ad agency’s request, we then made the background completely transparent. It’s a lot harder to read text on a transparent background… After complying with all their requests to change the ad, we still haven’t been given a firm date on when the ad will be back up.

Apple is a major BART advertiser (in the past they’ve plastered entire BART stations with iPod ads). Apple’s WWDC conference ends on Friday. It’s pretty obvious what’s going on here… I’m sure our ad will conveniently be back up after WWDC ends.

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Palm Pre USB hack confirmed

A little birdie provided me with the following:
Palm Pre Video

As I speculated in my previous blog post on Palm Pre Sync and now confirmed by the image above, when the Pre is in “Media Sync” mode it identifies itself as an Apple iPod. However, it’s only the Mass Storage interface that identifies itself as an iPod. The root USB node (IOUSBDevice) still identifies the device as a Palm Pre (not visible in the image above). This means that Apple can very easily update iTunes to block the Pre.

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Update: that the Pre still works with the new iTunes 8.2 release is not surprising and doesn’t mean much. The news about the Pre’s iTunes support came out on Friday. iTunes 8.2 was released on Monday. Software has release cycles that include QA. There’s simply no way Apple could have made changes to how iTunes identifies an iPod and passed the new build through QA in such a short amount of time.