We got a chance to sit down (virtually) with the unofficial version of everyone's favorite iCEO, via his alter ego & consigliere Dan Lyons. Fake Steve's perspective is always unique and sometimes astonishing; read on.

TUAW: Fake Steve, thanks for taking time out of your busy schedule to speak with me. Before we begin this, I'd like to start off by saying that, on behalf of everyone, it is wonderful to see you in good health and back at the helm of Apple. Phil Schiller did a fine job in your absence, but the man has no stage presence. And Tim Cook's droning voice could put even sugar-fed hyperactive children to sleep -- what a snoozer.

First question: Let's talk about Microsoft. The company recently released its newest operating system, Windows 7, and with it an experimental chain of branded retail stores that largely copy Apple's own concept, right down to the inclusion of in-store support centers, called Guru bars. Your thoughts?

FSJ: Microsoft still hasn't realized that its copycat business model (also known as a "close follower" strategy) doesn't work anymore. For 20 or 25 years this company just waited for others to innovate, then copied the innovation and sold it for less - and this worked great for them. But this stopped working right around 2000 or so. The rest of the world just moves too fast now. Look, they're still trying to catch Google in search, and they've got what -- one percent market share? Same thing for Zune, right?

Well, keep fighting the good fight on that one, you morons. As for the stores, well, they look nice enough, since they copied ours. But in terms of how well they'll do? Come on. Their stores are a joke and they've arrived too late. The whole point of being a close follower is you have to follow closely. We opened our first store in 2001 and we've got something like four thousand of them in the United States alone. I know you're going to tell me I'm a bit off on that number, and, well, maybe so. But I still say we've got four thousand stores and if I say it enough times, people will believe me. Anyway, the other thing Microsoft seems not to understand is that it's not enough just to open a store -- you need to have something cool to put in that store. That might be a problem for them.

TUAW: Their mobile strategy has fallen flat on its face. Windows Mobile, now renamed Windows Phone, is clearly way behind OSX iPhone. Windows Mobile 6.5 is a stopgap measure at best. Windows Mobile 7 is another year away from shipping on devices. And with the recent Danger debacle, the future looks bleak for Microsoft. Do they stand a snowball's chance in hell of ever competing with you? Do you even care?

FSJ: Wait a minute. Microsoft makes mobile phone software? I didn't know that. Are you serious?

TUAW: Speaking of companies that are universally despised. Your contract with AT&T, as the exclusive carrier for the iPhone, is due to expire soon. Tell me you don't plan to continue shackling iPhone to this single carrier?

FSJ: If it is the last thing I do, I will get us off AT&T. By Grabthar's hammer, by the sons of Worvan, this shall be done. Look for news on this early next year.

TUAW: Moving on to Google. With the introduction of Android 2.0 and increasing product introductions like the recent Verizon Droid, Google is slowly gaining traction in the market. How badly do you want to drive hat pins into Eric Schmidt's testicles?

FSJ: Well, very badly, except that Eric Schmidt does not have testicles. Lot of people don't know that. But if he did have them, yes, I would want to harm them. A lot. The guy sat here in our board meetings and listened to all of our product plans and then just stole all of our ideas. I mean he sat here -- right here -- talking to me, asking me questions. I'm sorry. This just gets me really upset. Sniff. Can we move on?

It must be nice to be Evernote CEO Phil Libin right now. His company's product / service, Evernote, is about to break 2 million customers, they're past the days of initial development and beta testing, and the future is looking bright.

I had a chance to chat with Mr. Libin last Friday about Evernote, the service that acts as a cloud-based repository for all of the information in your life. Last year during the closed beta test of the service, TUAW's Brett Terpstra interviewed Libin, who called Evernote "universal human memory extension." Whatever information you want to put into the Evernote cloud -- text, photos, voice memos -- is available for searching and viewing from your Mac, PC, or iPhone. Handwritten or printed text runs through a recognition routine that makes it searchable text, something that I've found incredibly useful when storing my business cards in Evernote. You can send web pages to Evernote from Firefox with the click of a button, or tweet notes to Evernote by addressing them to @myEN.

Libin ran me through a short history of Evernote, mentioning that many of the first reviews and discussions of it were provided by TUAW. The Mac app and the service began a closed beta in February, 2008, moving to an open beta in June of that year. As Libin noted, "We never really told anyone when we came out of beta; we just gradually removed the word 'beta' from the site and the software." Since then, Evernote has signed up almost 2 million users.

When I asked Libin if Evernote was meeting the company's expectations in terms of growth, he replied that "we're right where we thought we'd be now." In terms of the present and near future, there's a lot going on. Localized versions of Evernote will be available by the end of 2009 for several European countries, with a Japanese localized version on tap for early 2010. Libin noted that "the Japanese market is huge! Evernote is listed in many Japanese magazines, half of our Twitter traffic is in Japanese, and we're even thinking about opening an office in Japan."

As a Mac-head who has attended the Macworld Expo and Conference on and off since the late 1980s, I met the announcement last December that Apple would no longer attend the event with a big, jaw-breaking yawn. Personally, I never attended Macworld for the Apple display, which was overcrowded and staffed by Apple employees who usually knew less about the new products than I did. The keynotes were usually a highlight, but hard to get into, and without Steve Jobs as the "star," it just wouldn't be the same. My reason for going to Macworld has always been the same; to see great new software or hardware made to work with Apple products, meet with manufacturers and developers, and to enjoy the camaraderie of the large group of buddies I've made at Macworld Expo in the past.

So, when I saw that registration for Macworld 2010 had opened, I immediately jumped on the website and signed up. To me, it's a no-brainer to attend the original and only US conference that is all about Apple. Macworld Expo has been around for 25 years, and all indications are that it will continue for as long as the Macintosh and other Apple platforms exist. Yesterday, I talked with Paul Kent, General Manager, Macworld 2010 and Vice President of IDG World Expo, about Macworld 2010 and how preparations are coming along for the show.

Welcome to the first of what we hope will be many, many TUAW Videos to come. We've done lots of video on TUAW, from Macworld Expo coverage to WWDC interviews to fart apps and more. This time we're trying something a bit different. This time we're taking it slow and profiling Mac and iPhone users, developers, mavens and anyone with a story to tell. If you've ever seen MacHeads or Welcome to Macintosh (both of which are awesome), you know there are plenty of passionate Apple fans out there. If you're reading this blog you probably know this, right? Well, now's the time to tell these stories.

We visited Freeverse in Brooklyn, NY and spent some time checking out the factory where Skee-ball, Moto Chaser, Big Brain Games, Burning Monkey Solitaire and the awesome Flick series of iPhone games come from. We found a passionate, creative team of coders and designers working hard to keep you entertained. We also got a peek at Warp Gate, which looks like a huge game to cram into an iPhone.

Watch the video and tell us if you'd like to see more of these profiles. If you're a passionate Mac user with an interesting story to tell you can get in touch with us here.

On an iPhone? Here's the link for the iPhone version of this video.


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Danielle Cassley and Jason Citron are the folks with their names on Aurora Feint, but as Danielle told us in an interview a while ago, Peter Relan is the real mastermind behind the growing Feint empire. Not only did he put the two together in an idea lab, but he's one of the driving forces behind the OpenFeint enterprise. Under his oversight, the Feint folks have swelled to become one of the major forces behind iPhone gaming (and thus, behind the iPhone's app ecosystem itself).

Netanel "Net" Jacobsson is a newer addition -- he's previously worked with Sony Ericsson on their mobile devices and Facebook on their own growing app empire, and now he's arrived at OpenFeint to help them use the lessons he's learned at the biggest online social networks around on their social software. Get the sense of how big this is yet? Relan, Jacobsen, and Citron all have pretty big ideas about where iPhone gaming is going, and as 3.0 comes down the pike and introduces a whole set of new features from Apple, they're in the best seat they can be in to do exactly what they want to do.

TUAW sat down with the three last week, and chatted about iPhone 3.0 and why it's such a big deal for developers, how they're going to approach microtransactions (carefully), and what's coming next for OpenFeint now that they've rounded up a whole stable full of developers implementing their backbone. Click "read more" to continue.

Have you ever wondered what goes on "behind the curtain" at TUAW? Podcaster extraordinaire Chuck Joiner is the man behind the popular Mac-related podcasts MacVoices, MacNotables, and the MacJury. Chuck recently spent some time with Mike Rose, Christina Warren, David Winograd, and myself discussing the past, present, and future of The Unofficial Apple Weblog.

The episode has just gone live, and you can listen to us by clicking this link to MacVoices or by subscribing to the podcast [opens iTunes].

Danielle Cassley took one of the strangest paths you might find to game designer -- just out of a computer science degree at Berkeley, she was trying to get a job as a babysitter when she met Peter Relan of the YouWeb Incubator. And rather than have her take care of his kids, he decided instead to put her in an idea farm and see what happened.

Aurora Feint was what happened -- she and Jason Citron, full of ideas, created a game in just ten weeks that took over the App Store out of nowhere in its infancy. The game originally released for free, and while it promised to be an MMO, it started out as a puzzle/RPG game -- people didn't quite understand what it was, but they liked it anyway.

Almost a year later, Aurora Feint has spawned four different versions and even a social platform, and Danielle and Jason are still full of ideas. In this exclusive interview with TUAW, she talks about how Aurora Feint came to be, what she thinks of the App Store so far (and if developers will ever be able to charge the prices they want), and what's next for the Aurora Feint series (they've just released a new version of The Arena called Daemons) and the iPhone platform. Click the link below to read on.

With the Mac platform reaching 10% market share, there's a lot of interest in more vertical applications. For owners of retail businesses, point-of-sale systems are one area where the Mac is making impressive inroads. While there have been other Mac-based point-of-sale systems, the most impressive is Xsilva's Lightspeed.

Lightspeed is a powerful POS system with a beautiful interface, compatibility with a plethora of devices (cash drawers, touch screens, receipt printers, card authorization units, etc...), and ties to other Mac heavyweights such as Marketcircle Daylite and QuickBooks.

I spoke with Xsilva founder, CEO, and vice-president Dax Dasilva on January 7th about the product, and we have some video for you showing some of the features of both Lightspeed and its companion Web Store application. The video is after the break!

If you were one of the many people who were expecting Apple to announce some sort of Mac mini-based home media server yesterday, you weren't alone. We talked about another media server solution, HP's MediaSmart Server, a small Mac-compatible device that can be used for Time Machine backups, iTunes and iPhoto library storage, and more.

I visited with Rick Spillers, HP's Mac-connect Worldwide Product Manager, at the HP booth yesterday to talk about HP iPrint, printer and scanner solutions, and other products from their Mac group. Also on the video is Glen Roberts, who discusses the MediaSmart and how it works well in homes with both Macs and PCs.

The video is after the break.

On last night's talkcast, the Iconfactory's Gedeon Maheux and Craig Hockenberry joined us to discuss their concerns with the App Store, and they noted that Friday's layout changes are a step in the right direction.

"It's another of many steps that Apple's making to make the iTunes infrastructure work better with applications for the iPhone," Hockenberry said. Even so, they explained there's still room for improvement.

Hockenberry would like to see a popularity algorithm that takes into account the price of an app along with the number of times its been downloaded. "If you sell ... ten apps at $100 or a hundred apps at $10 or a thousand apps at $1, you're all equal." He also wanted to see a kind of demo system implemented, but knew that would involve more work for Apple.

Maheux said he would prefer to see more data about where apps are being sold: on a category page versus a tile on the App Store home page, for example. He also pointed out that having an app displayed on the home page results in an astronomical increase in sales. "All those people who say that ... you can market your way to the top: I completely disagree with them. They don't know what they're talking about. ... Being on the [App Store] front page is all that matters."

He said the Iconfactory applauds Apple for responding to developer feedback and improving the App Store. "Anything that starts a dialogue about this stuff is a good thing."

The Iconfactory has released two iPhone apps: the popular twitter client Twitterrific, and strategy game Frenzic.

You can listen to the interview at our Talkshoe page, or via iTunes. The interview starts at about the 25 minute mark. Don't skip the the first part of the talkcast, though, where Dave, Mel and I discuss Apple's netbook possibilities and the ideal kitchen computer.

Happy Thanksgiving! I'm super thankful that I have been able to spend the last 13 months blogging for TUAW and interacting with all of you. On a more superficial note, I am also thankful for my Macs and all the cool stuff Apple products enable me to do.

The newest member of my Apple family is the Apple TV. Yesterday, I had the opportunity to talk to Avner and Andrew from boxee, the company behind the social media player of the same name. Boxee released an update earlier this week, but the next big version is set for December 4, 2008. Avner and Andrew were nice enough to answer my questions, share some details about the future of boxee and best of all, provide a link so that TUAW readers can join in the fun! If you want to try boxee on your Mac or Apple TV, enter your e-mail address at http://boxee.tv/tuaw and you should get an invite within 24 hours.

In the comments, on Twitter and via e-mail, many of you have asked questions about boxee, its limitations and its future. I took these questions and comments to Avner and Andrew, and here's what I got back.

On .MKV support for Apple TV

Boxee supports the .MKV container and if you are using a Mac mini, MacBook, iMac or Mac Pro, boxee can play back 1080p .mkv files without a problem. Apple TV is limited by its processor and GPU, and it maxes out playing back 420p and 720p .MKV content. I don't usually deal with .MKV, but a quick Google search turned up a lot of information about programs that can be used to convert files. Apparently, the PS3 has this same limitation.

Hulu performance

A number of users have complained about the quality of boxee's Hulu playback. I also noticed a decrease in quality after the latest update. The update on December 4 is going to address this. The big problem, for Apple TV owners, is once again the limitations of the hardware. Seeing as Apple TV's can stream HD content from iTunes (when downloading anyway), I think this is something that can be greatly improved, but it might take some time. Boxee is still in alpha and the goal is to enter beta sometime next year, so while I think the fact that Hulu is supported at all is fantastic, the Apple TV experience might take some time to fully evolve. If you are using a Mac for boxee playback, your performance will be much better.

On Tuesday, Phantom Fish released an update to Byline, its Google Reader-slash-offline browser app for iPhone and iPod touch.

Byline's developer, Milo Bird, has been hard at work since Byline 1.0 was released, making improvements to the app based on his users' feedback. Last week, Milo took some time out of his vacation to New York to sit down with us (virtually) and talk about Byline and the app development process.

Does Google make it easy to develop an app that interfaces with Google Reader?

Yes and no. The API for accessing Google Reader is straightforward and well-designed, so from a practical point of view it's quite pleasant to work with. However, it's not formally supported by Google, so there's no official documentation. The API has been around for years now and is in use by a large number of third-party apps, so there are several sources of unofficial documentation, but working out the nuances does involve fumbling around in the dark a bit.

As we recently showcased here at TUAW, filmmaker Dennis Liu's Mac-inspired video for the group The Bird And The Bee combines his love of music, filmmaking and the Mac to create a very entertaining and innovative piece of work. In fact, we liked it so much here at TUAW, that we decided we wanted to know a bit more about Dennis and his creative process.

I spent some time talking with the filmmaker recently and got some info on how he made the video, why he made it, what he hopes to gain from it and what's next for this very talented guy.

CHRIS ULLRICH: Tell me a bit about how you came up with the idea for the video? What inspired you to do it?

DENNIS LIU: I'm a 23 year old college grad trying to become a full-time director/creative. Right now, I'm a producer at an ad agency, but I've always had some ideas for Apple commercials and always wanted to shoot one. Apple has some of the world's finest advertising, and I wanted to play at their level.

The film industry is so competitive these days, that you really need to do something innovative and different to stand out, and I wanted to really make something that would get some attention from my peers. So the result was this viral video for my reel, Apple, and one of my favorite musicians - The Bird & the Bee.

For Apple, I figured it was a cool idea that shows the beauty, style, and most importantly - the function of Apple computers. People think they're really cool looking, and I totally agree, but they are also wickedly powerful machines.

So the video combines style and function.

The dream of remote system management from your handheld device -- like Dick Tracy's wrist radio, but for geeks -- has long enticed IT professionals. Who wouldn't rather be at the beach or the ballgame instead of chained to a laptop and network access in case something goes wrong? There are already RDC and SSH clients for Windows Mobile and Blackberry devices, but it sure seems like the iPhone would be great for this sort of thing... basic, simple system admin from wherever you happen to be, and on the world's coolest phone, what could be better?

That's what Virginia Tech sysadmin Josh Eckstein thought, and hence: Inco, the system management tool for iPhone. Inspired by a vacation (sans Internet access) where he needed to keep an eye on his servers, and complete with heads-up displays of processes and load, file/user controls and an SSH shell (all via MobileSafari, no need to jailbreak or install custom apps), Inco looks like a promising helper for the iPhone owner with rack-mounted gear back in the datacenter that needs monitoring.

The elevator pitch for Inco is "like a Green Beret for your computer: be able to get in, do your work, and get out, no hassle," says Josh. If that sounds good to you, the beta signup for Inco has begun over at getinco.com, and you can try it out for yourself; the eventual release will run you $39. Josh was kind enough to sit down with us for a quick chat about the current state of Inco and where he hopes to get the product in the near term.

After our interview about iToner last week, Ambrosia Software president Andrew Welch sat down with us again to talk about his company's newest product, WireTap Studio, which was released yesterday. WireTap Studio will supercede WireTap Pro allowing users not only to record any audio source on their Macs, but also to edit that recording in a lossless manner. As you can probably tell from the interview, Andrew is clearly excited about the product and expects it to make a big splash in the market.