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Citrus has never been so cool
Growing up on the farm in Newtown, Grandma used to gather us kids around the fire and share her words of wisdom. Marry wisely she'd say, don't put off until tomorrow removing the lint from between your toes. The words I remember most though? 'apple ain't a citrus fruit'. She was right my Grandma, that fact got our school through to the last ten on W3 (when W3 was a game show and before Lockwood moved onto a quiet opposition portfolio) and has helped me avoid some serious stuff over the years. But now I find out my Grandma was wrong.
 Apple is a citrus, look at the evidence; citrus is chic, tangy, tasty  and a little bit naughty. Last night around 100 UP members listened to three Renaissance Apple Division members present about the beloved computer. David Olliver, National Manager of Commercial and Government, Tim Benson and Roger Thomas Systems Engineers describe recent releases and some of the Apple stats that have made it the worlds number 1 recognised brand.
Since release of the iPod Apple has experienced phenomenal growth and now holds 83% of the portable digital media market. Apple stores around the world attract 1 million visitors every day and quarter upon quarter they have experienced real terms growth. iPod as a brand seems to be pulling consumers into the shop and once there products like the Mac Mini and iMac are winning them over.
Apple have certainly done a lot to win them over. Since the start of the kitty series (Mac OS X 10.0) every release of the new operating system has had an increase in speed, performance and functionality, compare this with some OS releases from competing companies and it's an obvious consumer advantage. Apples approach has certainly moved in the last five years.
With OS X, a build based on the UNIX platform, they have created affordable machines for the general market while maintaining the high standards required for the creative media such as film and television. Innovation has always been the Apple way and setting the benchmark on H.264 compression, a new High Definition Video standard, pushes their products to the fore for visual media companies.
The newest and most debated innovation was the announcement by Steve Jobs that 2006 will be the year of the Intel Inside. Apple are moving on from the PowerPC chip to more powerful Intel chips. With a projected five- fold increase in integer performance per watt of power consumed on future Intel chips and a reliable supply to meet growing demand, this is a major move.
 Apple users worried about support for their non-Intel products will be pleased to hear that a transition plan is in place to continue to support these products. Apple is encouraging all new software to be interoperable across both chips and are providing developers kits to make the transition as painless as possible.
Above all what makes an Apple an Apple? It's not just the easy to use OS, the real-time search features of Spotlight, the sexy packaging, the awesome cases and sleek design, it's the package, the perfect skin with crisp insides over a solid core that leaves you with a full flavoured bit. Evidence yes that Apples are a citrus.
IPOD Shuffle Winner
UP member Matt Adams is lucky enough to be trying out the gorgeous new IPOD Shuffle thanks to a give away on the night. Thanks to the Apple team for the iPod and the insight into Apple.
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