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April 24th, 2014

Microsoft ended official support for Windows XP recently—on April 8, 2014—but no one can claim surprise. And they didn’t need to convince the tech-savvy, who have been moving to Windows 7 and 8 (and, in small numbers, to Linux and Macs, like our potent MacBook Pro rental) for the last few years. It’s true that, as of March 2014, XP was the world’s second most popular OS, holding about 28 percent share. But the pace of upgrading is accelerating, a pretty predictable result when you really do get to the end of the road.

Microsoft has been “pleading with customers” to upgrade, observes Spencer Ferguson of Wasatch IT, who was on Microsoft’s licensing and anti-piracy teams back in the day. It might look and sound like a sales pitch for buying the company’s latest OS, but Ferguson says it should mean only one thing to users: “It means you should take action.” We offer up these simple, straightforward FAQs about this crucial matter, and suggest that whatever action you are going to take, do it ASAP. Now consider:

What’s the #1 reason to upgrade? — One word: security. Windows XP computers will certainly still function, but without new security updates, non-security “hot fixes,” free or paid support plans, or online technical content updates. Some firms are moving to fill in the gaps, but your XP computer will be poorly defended, and hackers will exploit bugs and back doors that Microsoft is neither fixing nor closing.

Are there exceptions? — After the initial negative feedback , in February 2014 Microsoft extended Microsoft Security Essentials for Windows XP until July 2015. Enterprise customers will get System Center Endpoint Protection, Forefront Client Security and Endpoint Protection, and Windows Intune, while consumers will receive Microsoft Security Essentials updates. nti-malware solutions are limited, and only “some anti-virus providers” will extend support for XP.

Is it a big deal for real, or Y2K-level dramatics? — A new data breach or computer invasion hits the headlines daily. The risks are real. Just because you like XP, or you don’t want to hassle upgrading, you’ll risk your company? Anti-malware maker Avast estimates that Windows XP systems are “six times” more vulnerable than PCs running Windows 7. (Of course, when you rent iMac computers from CRE, you get the least hacked OS around.)

How do I make the switch? — Microsoft’s online tutorial help you get from Windows XP to Windows 7, so make certain to back up all your files. The update process will not preserve your settings, preferences, files, and programs.

Can I upgrade straight to Windows 8? — It is technically possible, of course, but Microsoft warns that “Windows 8.1 isn’t designed for installation on PCs running Windows Vista or Windows XP.” What with the costs of two OS packages, if you want to end up with Windows 8, you really should buy a new machine. If you have a tight budget, search for reports like “Best Budget Laptops.”

Microsoft, naturally, wants everyone to adopt its latest and soon-to-be-upgraded-to-greatest OS, Windows 8. It has picked up market share slowly (it just went over 11 percent in February) because of the touch-centric UI, but the newly released Windows 8.1 Update promises to bring some of the Windows 8 resistors back into the fold. We’ll keep you posted!

When you rent computers from CRE Rentals you can feel safe knowing that you’ll be getting the most secure,  up-to-date OS and Anti-virus versions available.  Plus, our post-rental wiping process ensures that any data you leave on the machines will not make it into the hands of the next client.  Keeping your valuable data safe is just a small part of the CRE Rentals experience.   Call 877-266-7725 today to let us know how we can help with your technology rental needs.


April 17th, 2014

Recent research into the cost of updating old mainframe programs indicates that it is a significant contributor to IT debt, and a possible drag on our global digital future. The study, conducted by technology consultants Vanson Bourne across the dynamic high-tech industries of Australia and New Zealand, has implications for the U.S. and every high-tech nation, as well as those still working to modernize. Roughly 10 percent more debt is expected to be piled on over the next five years.

The study concluded that the average firm would need $8-10 million to update aging mainframe applications, a 40-50 percent increase over the May 2012 figure, and the increases are accelerating. For companies relying on mainframes these upkeep costs are not optional, and must be justified as “worthy investments”. With the growing power of even a basic computer rental, is there really a need for these “enterprise legacy technologies” in the world of small, mobile, wireless, and distributed?

Where To?

The study indicated that the average tech firm expects to use mainframe applications for another 10 years, with nearly half expecting it to be even longer. This points out the longevity of mainframe applications versus the regularly updated OS you get when you rent iMac, but long life presents other problems, like funding these large, energy-thirsty, expensive systems in the first place. Some 7 of 10 CIOs believe they’re running into compliance and/or risk situations in the meantime.

The report clearly forecasts a coming era—flush with every wireless gizmo and even wearable technology—where businesses simply must find a way to pay for fundamental changes or lose out on business growth, new product R&D, and the obtention of new customers. It is not inappropriate to point out, too, that recently divulged reports on NSA/CIA/FBI spying have raised general concerns about large, eminently hackable computer databases full of our private information. We will come back to that subject soon, but for now it bears mentioning as yet another result of “big for big’s sake.”

It Will Be a Challenge

A solid majority (72 percent) of survey respondents admitted the difficulty of transitioning mainframe applications to mobile devices. One major problem is the sheer number of platforms, especially in a BYOD (Bring Your Own Device) environment, where an iPad rental and a Chromebook PC need entirely different solutions. And Google Glass is on the way!

The best approach? Knowing your employees—and customers. Customer needs are forcing the changes coming into existence now. A full third of report participants are transitioning their mainframe applications into more modern languages (to work with our MacBook Pro rental and every other OS). Interestingly, a quarter of respondents are finding some success replacing legacy applications with “off-the-shelf solutions,” although many are less than ideal. We expect the majority of firms to take their mainframe applications to every device and OS that their customers use. We’ll keep you posted!

Don’t want to get bogged down with extensive technology upkeep and upgrade costs at your organization?  CRE Rentals offers the technology items that you need to effectively run your business today, and you won’t have any of the anxiety associated with making large, and limiting,  technology purchases.   Put our inventory and expertise to work for you.   Get a quote now or give us a call at 877-266-7725

April 10th, 2014

Oculus RiftFacebook is buying Oculus VR, the maker of the Oculus Rift virtual reality (VR) headset, for around $2 billion. This is a fact—as opposed to much of the hype about the purchase,  and the product itself. Recently, Sony announced its own headset, dramatically named Project Morpheus, so the momentum is building for “the breakthrough” that has been decades in the making. It’s time for a reality check on virtual reality.

The challenges now are legion. The public sees VR headsets as “gamer gear,” so Facebook will need to merge the technology into its huge (and still growing) social space. In an investor call after the purchase announcement, Facebook CEO Mark Zuckerberg spoke of “sharing not just moments [but] entire experiences and adventures. Oculus,” he opined, “has the potential to be the most social platform ever.”

A Call for Clarity

In a statement reminiscent of Apple’s reactions to rumors about our original iPad rental, one columnist went so far as to say, “Everything you’ve heard about the Oculus Rift is wrong.” Brad Chacos thinks the Oculus Rift is “a groundbreaking, affordable virtual reality headset,” but the public has “a skewed picture.” He lists five top “inaccuracies,” but two deal with Kickstarter funding and the Oculus SDK (Software Developers Kit). The other three points, however, are crucial to clarity here.

Not Just For Games: The “early software” for the Rift, or any other VR headset, will focus primarily on games and other diversions. But Zuckerberg did not buy Oculus to make shoot-’em-ups more realistic. Like Steve Jobs with the iMac, he “sees the future” and aims for it. What might he see? One simple example: Bossa Studios’ Surgeon Simulator is a game today, but delete the horror-movie elements and tomorrow it could be part of a medical school curriculum.

Not Ready for Primetime: The Oculus Rift can be purchased at the company’s website. The firm has sold some 75,000 of them since March 2013, but the “product” is not a finished consumer product, but a developer’s kit to help you create VR software. There is no date set for a consumer-ready device, and when one debuts, it will require the horsepower of a CRE computer rental. Until power requirements are reduced to work with tablets and smartphones, the VR social “dimension” will remain constricted.

Not the Only Game in Town: With Facebook’s clout (and cash), Oculus—which will operate “semi-autonomously” like recent acquisition WhatsApp—often appears to be the only VR company around. CRE agrees with’s Chacos that you should keep an eye on a “wide range of companies [that] are developing virtual and augmented reality headsets…including game-industry heavyweights like Sony (of PlayStation fame) and Valve (creators of the Steam PC gaming platform).” We know you’re busy, so we’ll keep an eye out for you—and so, as we like to conclude, we will keep you posted!

CRE Rentals  keeps you informed on future technologies while continuing to provide the technology that  you need to get your projects finished today.  If you’re looking for the new Mac Pro…we’ve got it!  Give us a call today to find out about all of products and services. 877-266-7725

April 3rd, 2014

Classic Arcade Watch

Arcade WristwatchSince the Apple iWatch is an “official rumor” awaiting the mere technicality of the Cupertino firm’s own announcement, industry observers have already moved on to wondering about the competition (and it’s not just Samsung). There will be doubtless  scores of lookalike iCounterfeits, as well as watches running on Android and other mobile OS flavors. But something tells us that the Classic Arcade Wristwatch is going to have a corner on the 1980s arcade game look.

For telling time, the bitmap display (good ol’ pixelated B&W) shows a large comet (hour hand), a small comet (minutes), and a rocket ship (seconds). The small joystick is nonfunctional, but the “Fire” button results in screen flashes and appropriate sound effects. The detail work is very good, and it’s definitely more of a conversation-starter than, say, our iPad rental. Still, this is a true niche product: not just for geeks, but retro ones.

Nothing Succeeds Like Excess

American pen maker Cross once had a pretty tight grip on the premium pen market in the U.S. Graduations, promotions, and other commemorative events would spike their sales year after year. Today there’s a huge supply of pens that can cost as much as our MacBook Pro rental. As one example, the Monteverde One Touch Engage Retractable Ink Ball Pen, a premium pen at a premium price, does offer some usefully simple features, like doubling as a stylus for touchscreens.

Like a Mont Blanc pen, this model from Monteverde fairly oozes class. Built of carbon fiber and other primo components, the One Touch has Monteverde’s ultra-cool retractable rollerball (unscrew the tip and behold!), as well as a fountain pen’s ability to suck up any ink and make it work. Substantial without being heavy, with a reportedly “sublime” on-paper feel, the One Touch is as futuristic as our new Mac Pro rental, as well built as a Swiss watch, and as classy as a pen can be.

Plugged… or Mugged?

Girl Plugged InThe Sensory Fiction project at MIT, with no trace of irony, is using The Girl Who Was Plugged In by James Tiptree Jr. as its initial foray into “multimedia reading.” To experience Sensory Fiction, you wear a high-tech harness equipped with a scanner that reads encoded directions to dial up coldness or warmth and adjusts built-in LEDs to establish time or mood. Vibrating mechanisms affect the heart rate while an airbag compression system loosens and tightens around the torso. And it all follows the story’s plot.

“Traditionally,” the Sensory Fiction project objective states, ”fiction creates and induces emotions and empathy through words and images… Sensory Fiction [conveys] plot, mood, and emotion while still allowing space for the reader’s imagination.” Leave space, too, for those words and images that, when wielded by the sort of skilled creatives who use CRE render farms, bring you that “emotions and empathy” stuff.

Not sure about a high-tech harness that tightens around your torso?…we’re with you on that one.  For today’s technology rental needs your best source is CRE Rentals.  Interested to know about our products and services?  Give us a call today 877-266-7725

March 20th, 2014

Lately the tech media has been full of stories about Microsoft’s Xbox vs. Sony’s PS4, the advent of cheaper phones, cable company mergers, and Internet security. There is so much happening at times that it’s hard to know what to focus on every week. We thought we’d take this opportunity to mention a few other important developments, ones that deal with practical, everyday tech that everyone can use and benefit from. In no particular order, then, here are some recent headlines you may have missed:

• Latest iOS 7.1 Release Features CarPlay

Apple iOS 7Apple’s most recent update to iOS, 7.1, is a freebie that fixes a hefty collection of bugs and brings some thoughtful touches to Siri (now that other firms are releasing talking helpers). The headline-worthy news, though, is the CarPlay interface, debuted at the Geneva Auto Show. Apple fans will likely love it, although the critics are already picking it apart. We shall see!

• Amazon Increases Prime Membership Rate

Not long ago Amazon acquired the movie catalog of Lovefilm, some 70,000 titles, and pundits predicted it would lead to an increase in Amazon Prime membership. They were right; price has gone up by $20 for an annual membership. Members can access Amazon and use their membership benefits from any MacBook Pro, PC laptop, iPad rental, or even a smartphone, but number-crunchers are debating the value of the membership. It will be interesting to see what happens, since this is one of Amazon’s core business models.

Valve Shows Off Steam Controller Upgrades

Spokesmen for Valve, the upstart console maker, stated at January’s Steam Dev Days game developer conference that the company was considering “major changes” to the Steam controller. Steam Gaming ControllerThis latest iteration of the device is meant to move Steam users from the bedroom to the living room. The 2013 prototype had a central touchscreen and four hard-to-reach front buttons, with main control triggers and “paddles” on the unit’s backside. Traditional controller design is evidently back in favor, with two diamond-shaped button layouts almost identical to the Xbox or PS4—and the touchscreen, used to great advantage on tablets, laptops, and our own LCD touchscreen monitor rental, was determined to be overkill. Those big, round, high-resolution touchpads—don’t they look like speakers?—are still the major user interface.

What Do We Know About iOS 8?

Just a quick mention: Chinese website Weibo claims to have obtained leaked screenshots of  iOS 8, Apple’s next mobile operating system. The images show some expected changes—the new Healthbook app, for instance—but there are also three unexpected additions: Preview, Tips, and TextEdit. The authenticity of the images are now being debated.

One thing that is not up for debate are CRE’s excellent service and customer commitment. We continue to rent the latest technology equipment from Mac Pro to 4K HD monitor for entertainment production offices to corporate events. Want to learn more about our products and services? Call us at 877-266-7725.

February 27th, 2014

Although it’s gaining in recognition, wearable technology is often misconstrued as simply a small fashion niche of pretty but impractical “tech-looking” clothes, jewelry and other personal bling. Now here comes Fujitsu with a true high-tech glove that enters the production side of the equation by outfitting the glove with Bluetooth for wireless communication. It also interprets hand gestures. And these capabilities are geared toward work, whereas other gloves will use the same technology for game control. (And that’s okay!)

Launching sometime “next year,” the glove comes with a head-mounted monitor that displays input from the glove sensors via Bluetooth. (Conceivably, you could direct a signal to a MacBook Pro rental, too.) The glove will recognize whatever wireless components are touched, and display any info they are putting out. In addition to offering tremendous efficiencies in production, construction, and other industries, the glove is also the practical solution for people working while they wear other gloves. Fujitsu’s glove enables more work in more places.

iWatch – Really?

Rumors are flying about the Apple watch, dubbed the “iWatch” by almost everyone, and the unique, “futuristic” charging methods being contemplated. Of course, according to Apple, the product doesn’t exist, but some rumormongers suggest that Apple’s nonexistent watch will have inductive charging, introduced last year on such smartphones as Google’s Nexus 4 and Nokia’s Lumia 920. After all the R&D the firm has put into battery technology since CRE first stocked an iPad rental, Apple should be able to engineer a smart watch with smart power.

Multiple sources report that Apple is also looking at additional ways of charging the iWatch (and our Mac Pro rental, and every other iOS or OS X device). One smart way is to use inductive charging, which produces electromagnetic fields from a base charging unit that are picked up by the device. But that’s not all: Other ideas range from solar cells beneath the displays to simple, straightforward kinetic charging. The latter is already used on various products, and the Power Pocket is yet another piece of wearable tech that uses kinetic energy to charge phones.

Sweet Technology

Wherever that point is, where love of technology meets love of candy, more and more people seem to be finding it with 3D printers. At CES 2014 there were a couple of candy-centric 3D printers, the ChefJet and the ChefJet Pro. The entry-level model is a bit smaller and produces only monochromatic treats, but the ChefJet Pro makes colorful eats. Both create chocolates and other confections in shapes nearly impossible with regular baking/cooking methods. The Pro model can also create edible images in “photo quality” for use on cakes or other confections. Just remember: You are what you eat!

CRE knows a sweet deal, which we offer on everything from render farms for production pros to a video wall at your next conference, composed of sharp, crystal clear monitors. When you are ready to get your own sweet high-tech gadgetry, contact us or give us a call at 877-266-7725.

February 6th, 2014

Worldwide, console gaming is a multi-billion-dollar industry. Among console makers, there are a few dark horses in the race, like Nintendo and Steam, but the battle for video game console supremacy is clearly between Sony’s PS4 and Microsoft’s Xbox One. Naturally, both firms are grateful to the legions of gamers that supported them, from the 1990s weekend warriors wired to a tube TV to the 21st century pros who attach upscale displays like a LCD touchscreen monitor rental. It takes all kinds.


Yes, Content is Still King

Gamers built the foundation on which console makers will build future models, but that future will be a little different. (Okay, a lot.) Console makers are attempting to bring nongamers to the party by positioning their devices at “the center of the living room experience.” Consoles are now as powerful as a high-end computer rental and aren’t just for games. They’re another way to watch Netflix, surf the web, upload photos, send email and chat it up over Skype. Sony, Microsoft, and their various partners realize that they will generate more revenue from services, video and music than from gaming alone.

By the end of January 2014, the PS4 had amassed a solid sales lead, selling a total of 6+ million units to the Xbox’s 4+ million. This ratio is holding steady for later sales launches, such as in the UK and Europe. The content creators that work in animation and post-production with render farms and other high-tech tools are watching these figures, too. Moving forward, Sony and Microsoft want to lay claim to your main/central/family entertainment center, as strategized years ago when they said the Xbox would offer “games and everything else.” The future is here: The big bucks are in “everything else.”

Sony’s in a Great Position

With “the digital convergence” well underway, it is much easier to add general computing functionality to powerful game consoles than to add high-end gaming power to, say, an iMac. This puts Sony, a diversified media empire, in an enviable strategic position. With in-house content and expertise, plus longtime partnerships around the world, Sony can bring the goods in all departments, with games still part of the mix. And the mix should see all of your devices playing nice: You can even use an iPad rental as an “official” second screen controller and viewer with the PS4.

PS4 has had the edge since it debuted in North America on Nov. 15 and Europe on Nov. 29. (The Xbox One had a single global release into 13 markets on Nov. 22.) The PS4 is $100 less than the Xbox One, yet another variable in the competition. Sony is releasing the PS4 in Japan on February 22. The Xbox One? Sometime “in 2014,” says Microsoft. If Sony adds to its sales lead in its home market, and continues a sales ratio of 1.5-to-1 versus the Xbox One, the PS4 is going to start looking like the presumptive winner in The Battle for Your Living Room.

CRE Rentals isn’t ready to battle in your living room but we can provide all the technology tools you need to get your graphic-intense project done or help you make a statement at an upcoming event. If you know what you need, complete the online Quote form. Otherwise, give us a call at 877-266-7725.

January 30th, 2014

We end each year by looking forward to the coming year’s tech advances, and making educated guesses about what the next generation of, say, CPUs, touch technology and “3D everything” is going to be like. In late 2012, we touted four particular technologies as being “ready for primetime” in 2013. How’d we do? Let’s take a look.

Games Console Fight Still Rages

Eighth-generation game consoles were on deck for 2013, and we noted that Nintendo’s Wii U had already “rolled out…to a positive reception.” We figured that Microsoft and Sony would play catch-up with the Xbox One (initially “720″) and the PS4. All contenders bring top specs to the fray, but with different strengths and weaknesses. So who won 2013? For the year, Sony sold 4.2 million PS4 units worldwide, while Microsoft moved 3 million Xboxes. It might be the fabulous PS4 graphics—it can support 4000 x 2000 pixels, in the super-screen league with the Retina display on our MacBook Pro rental.

Flexible Touch: Still Growing

Last year, flexible touch-sensitive films were being touted for use in every imaginable product. Future generations of our touchscreen LCD monitor rental could be curved since, as we explained a year ago, the flat, solid, precisely positioned sensors on a smartphone or iPad rental ”represent but one application of touch technology.” Flexible sensors are showing up all over—even on “refrigerators [and] auto dashboards,” as we’d surmised. Progress in this niche will continue, quietly, as will the transition to a touch-enabled world.

3D: Now It’s Getting Embarrassing

Last year we joked that 3D’s much heralded (and overhyped?) immersive realism was supposedly irresistible—”back in 2009 when Avatar was released.” Since 3D has long been an accepted element of “TV, movies, the web, games and even tablet/smart phone apps,” it is a bit surprising that, once again, nothing in the 3D niche grabbed headlines, went viral, or stirred much interest in 2013. Pros still go for the Apple Cinema Display rentals and the Retina-level screens for detailed, color-correct graphics work—not a 3D monitor or a holographic display (coming soon!). Only one thing is certain: Figure out how to get people to buy into 3D and you can name your price.

14 Nanometer Production Delayed a Year

Research on both kinds of memory (logic memory, for CPUs, and storage memory) made great progress in 2013, promising Xserve RAID arrays in the petabyte range and the debut of the ”next generation of microprocessor technology” from Intel, featuring a 14nm manufacturing process. Smaller, faster transistors on smaller chips saves energy, space, and time. Unfortunately for this scientific and engineering advance, it was more challenging to implement than anticipated, and hit with continuing delays. Intel only began “ramping” new production this past November, a year late. Rick Merritt reported then in EETimes that Intel did not “appear to have any hot smartphone products” to make with that process in 2014.

When it comes to getting the latest mac rental or high-end PC for an upcoming VFX project, you don’t need to predict how CRE Rentals will do — we’ve been partnering with Entertainment professionals for over 30 years! We offer the latest computer rentals, qualified technicians to set-up the equipment, and 24/7 technical support. Call us today at (877) 266-7725 to learn more.


December 17th, 2013

Technology advances, sometimes gradually, sometimes spectacularly. We keep tabs as best we can on this never-ending parade of progress, especially progress on the tools that we provide tech, web, media, and entertainment firms—the Mac Pro rental, mass storage, servers, post-production tech. We also bring you information about all the overlapping technologies people use in both their business and personal lives (smartphones, TVs, media players) and keep you up on tech news. There are a number of ongoing technology battles that should resolve, one way or the other, in 2014. technology battlefield

Here are four technologies that will definitely make the headlines.

A Mobile OS Free-for-All

Joining iOS, Android, Windows Phone, and Blackberry 10 in 2014 are three more mobile OS packages. Firefox OS, Tizen, and Ubuntu Phone will all debut with great fanfare to compete in a volatile international market. Even with “jailbroken” phones you cannot install the OS you want unless both the hardware and the carrier support it. Samsung is leaning toward Tizen, while carriers ZTE and Alcatel have previewed working Firefox phones. No encouraging news as yet for Ubuntu Phone, despite a clean interface and the ability to run desktop apps. Advantage: Android.

Mobile Processing Power vs. Battery Power

Many tech sites and magazines have withheld a buy recommendation from Microsoft’s Surface Pro tablet. With a powerful Core i5 processor, it is a real Windows 8.1 tablet, not “fake Windows” (RT), and runs both desktop software and Windows Store apps. Still, it earned “don’t buy” ratings for dismal battery life: 4 hours, 37 minutes. An iPad rental, with its mobile (not desktop) OS, is not a direct competitor—but the battery lasts almost 12.5 hours. Competition will focus more on battery efficiency, with the entire world awaiting the long-promised battery breakthrough.

Google vs. High-End Laptops

As a category, Chromebooks are doing well. Samsung has Amazon’s best-selling laptop at under $250, offering the battery life and low price that define the niche. But a Chromebook’s operational limitations cannot be overcome by adding a thousand dollars of admittedly great cosmetic components. The Chromebook Pixel from Google impresses with a gorgeous touch screen, first-rate keyboard, and superb quality. Problem: It’s a Chromebook that runs apps, not business-grade software. And it’s overpriced by, oh, just about a thousand dollars. Google will pull Pixel’s plug by the end of the year.

Google vs. Low-End Laptops

At $300 or so, Chromebooks from Acer, Asus, HP, and others look good to first-time buyers. Strengths: Chromebooks are generally safe from malware, get great battery life, are often lighter than Air, and won’t break the bank if lost or broken. Weaknesses: Chromebooks can’t handle real-world business. A Chrome browser with a desktop theme limits you to apps, but some apps will not run since you can’t install required plugins. You can rent laptops right now that are many times more cost-effective and powerful. If you need laptop for real work, there are scores of low-cost Windows laptops that are ready for prime time. Chrome is not. Windows will win by a KO.

No matter what battles are taking place in the technology world, CRE Rentals continues to offer the latest technology rental for entertainment production company starting up to organizations setting up in-house training. If you know what you need, complete the Express Quote form online. Not sure? Give us a call at (877) 266-7725 to speak to one of our experienced Account Executives.

December 12th, 2013

Tech observers have commented for years now about how Apple CEO Tim Cook is “no Steve Jobs.” But to judge by late October’s conference call to discuss Apple’s fourth-quarter results, it seems Cook is being converted by his exposure to the company DNA. Pressed by analysts about plans for new products, Cook repeated a statement from earlier this year that the firm will debut “exciting new products”—even entirely new categories of products—during the remainder of 2013 and throughout 2014.

Taking a cue from Jobs’ iMac strategy, Cook called Apple’s development plans “a long road map” but mentioned only the company’s greatest hits and most recent additions—the models in our iPad rental inventory, the 64-bit iPhone 5S, the fingerprint sensor—and completely avoided details. Asked in the conference call about specifics, Cook would only say that Apple would build “other great products that are in categories that represent areas that we do not participate [in] today.”

Apple LogoWhat new products are in the Apple pipeline?

Touch ID technology has not made it to the iPad line yet, an obvious future move, but in a maturing category.

Smart Watch: Pundits with decent track records—David Pogue, John Dvorak, and others—are feeling confident about Apple’s interest in several new product areas: Smart watch. Apple obviously has the tech (and the money) to debut an iWatch in 2014, and the potential is just short of infinite. With Bluetooth everywhere and iCloud in place, an Apple iWatch wouldn’t need the storage of a MacBook Pro rental to be a very powerful device. Details? None at present.

Wearable computing: Our recent blog explored the many ways that sensors, cameras, LEDs, and other devices can be integrated into clothing. Apple has no presence in the clothing market, into which the wearable tech extends—but they could buy their way in.

Pod people: Apple last upgraded the iPod Touch and iPod Nano in 2012, and still has the aging Shuffle in the line. The iPod Touch could use some new life—and the Touch ID?—and would benefit from an improved camera, faster CPU, better screen, and some general TLC.

HDTV: An Apple HDTV has been talked up for years. Steve Jobs talked about “taking over the living room” and Cook later fanned the flames with some cryptic comments, but there is nothing confirmed about the TV either—except that, as of November 11, it was unofficially delayed again, after a wave of it’s-coming-soon stories.

Big-screen iPhone: A big-screen iPhone has been yakked about for a while, too, but both new iPhone 5 models sported the same 4-inch screen as the older ones. Compared to the 4.7- and 5-inch (and bigger) screens on Android and Windows models, Apple is slipping here.

Gaming console: This has been more of a “wish list” item, but there have been rumors about an Apple game console, too. Could work, right?

No one can keep up with all the new products being developed. But, when you need the right technology rental, right now for an upcoming corporate event, conference – even setting up a production office, CRE Rentals is ready. Our warehouse is stocked with the latest inventory available to meet your needs. To learn more about our rental products and services, contact one of our knowledgeable Account Executives at  (877) 266-7725.

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