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For the most part, we knew what to expect from today's big Apple announcements: the business-grade iPad Pro, some sort of Siri revision that involves integration with a new version of Apple TV, the next generation of the company golden child-iPhone 6S and 6S Plus-new Apple Watch features, and new software. Fanboys and the tech media are once again ga-ga over Apple's latest set of announcements. To me, it represents catch up moves with Microsoft and Samsung. There's not a whole lot of new-new in all the hype, other than Apple's tired spin that it has once again discovered something new and revolutionary that the rest of the world has already seen. Who knew that this past week was going to be something akin to national logo refresh week as both Google and Verizon revealed their new looks. As someone who in a previous life was an advisor to tech companies on branding issues, it should be noted that modernizing a company logo is both non-trivial as process and actually quite important in terms of market awareness. After all, nobody wants to be perceived as an old fogey, particularly in an age where perception now more than ever thanks to the megaphone we call the Internet matters immensely. In June 2015, Apple launched music streaming service Apple Music, which became a differentiator for the company and an example for the content industry to look towards. In short: Apple's jump into subscription-based content was well played. With the launch of Apple Music back in June, the global brand has now seen monumental success with over 11 million subscribers, not only in the US but in emerging markets as well. Let's look into this further. Looking to drive mobile video streaming upward, Verizon Wireless has eliminated the $5 a month charge for the popular and newly improved NFL Mobile app and is now making its available to customers on all its service plans. With mobile penetration exceeding the population count, it's become a switching game for carriers, meaning that keeping customers happy and willing to stay on has shot to the top of the long-term viability priority queue. And that has given rise to social engagement as an important differentiator and strategic mandate to inspire loyalty.
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