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State of the Mac, 2012

September 13th, 2012

Tech giant Apple posted record-breaking numbers in Q1 2012, selling 15.4 million iPads, 15.4 million iPods, 37 million iPhones, and 5.2 million Macintosh computers for total sales of $46.33 billion. While scoring records for its other lines, the iPod number was down over 20% from Q1 2011. Through the next two quarters the Mac and iPhone figures dipped, too. In Q3 2012, sales were at 17 million iPads, 6.8 million iPods, 26 million iPhones, and 4 million Macs .

Changing times

Apple now sells about four times as many iPads as Macs each quarter. In fact, with the proliferation of iPad rental units and booming sales worldwide, the Cupertino firm sold more iOS devices in 2011 than it has sold Macintosh models, ever. Clearly, iOS is now Apple’s “money” platform, and the company is working to adapt the Mac OS to the iOS look, feel, and “vision.”

This has prompted speculation that future Macs will operate on a “converged” OS. This is unlikely. Despite declining Mac sales, the computer will be with us for at least another decade, though some say not much longer. As long as there are iMacs, of course, CRE will have iMac rentals, as well as this blog to keep you in the know.

Mac to the future

If we imagine the kind of computer that people will be using 10 or 15 years from now, it would doubtless be more of an iPad than a Mac. A simple, low-cost, touch-based tablet seems a good guess, although it wouldn’t replace a notebook or desktop PC rental for everyone. Video pros, engineers, audio recordists, graphic artists, and others will always need as much power as possible, plus graphics accelerators, large monitors, special plug-in cards, and so forth.

The market for high-end, premium computers has always been a niche, and will remain one. Apple definitely wants to continue as the go-to brand for creatives and geeks, and it will. The Mac isn’t going anywhere. Will it last another 30 years? Who knows? All indications suggest that it should be around for at least another 10, and probably 20 years. Expect Apple to anchor both of its platforms with iCloud, so that people can use any Apple device, with either OS, in a more synchronized, unified, seamless manner.

We shall see…

And yet, as long as its notebook and desktop models rely on trackpads and mice, not touchscreens, with different considerations for battery life, processing power, and application support, Apple will maintain two significantly different operating systems. Going forward, the iOS calls for continued simplicity and ease, while the Mac OS, currently at version 10.8, Mountain Lion, calls for more sophistication and power.

For now, a formal combination of the two into a hybrid OS doesn’t appear to be Apple’s plan. Bridging them together? That’s the ticket. As always, we’ll keep you posted!

For everything from event production rentals to post-production and massive amounts of high-speed storage, one call or e-mail connects you to an expert CRE Account Executive. If you already know what you need, just use the handy Quick Rental Quote form!

Macworld-iWorld: New Name for a New Game

December 14th, 2011

The first Macworld expo was in 1985, a few lifetimes ago in “tech time.” Compared to the Apple of today, the company that was the focus of the event was defined by its one product, the Macintosh. In 2012, Apple’s iOS devices are a big part of the story, along with the ever-evolving Macs. Given the “new Apple,” there is now a new name for the event, too. From now on it will be known as Macworld-iWorld: The Ultimate iFanEvent, and the 2012 edition is set for January 26-28 at San Francisco’s Moscone Center.

Multiple channels

Event producer IDG and its partners at Macworld magazine are balancing a “heavy influence of OS X developers on the show floor” with products and people from the iOS “sister universe.” With everything from iDevices to the new iMac, the event brings top media outlets, industry experts and people like you (and us) together for the unique value that comes from networking, seeing and/or showing new products, taking part in some first-rate technical training and enjoying diverse educational programs. And all of it is about Apple gear!

Macworld-iWorld also offers important cultural and social opportunities within the Apple universe, creating multiple channels for reaching attendees with your firm’s marketing message. You can leverage CRE’s event production rentals expertise into a powerful floor presence. Alternatively – better yet, in addition – you can take prospects off the floor to a breakout session and gather valuable feedback with our Audience Response Systems (ARS). Whatever your plan, we have the mobile gear, presentation devices, plasma display rentals and everything else you need for success.

Music is expected to play a major role at Macworld-iWorld 2012, with showcase performances at the ongoing “Music Experience” and a list of evening events at other S.F. venues. Film, media and post-production pros – the kind that use our render farms and other high-end gear – will find things with which to fascinate and entertain themselves, on center stage and elsewhere. Draw passersby into your booth with custom interactive programs running on our all-in-one multitouch display PC. You can also collect contact info from people that aren’t passing by if you rent interactive kiosks and set them in the high-traffic areas that your conference team can’t get to.

IDG is estimating some 20% growth in total exhibitors, a dramatic increase from the 2010 and 2011 shows, which experienced a major down-scaling from 2009, the last time Apple exhibited. The turnaround is in full swing, so don’t miss out! If you’re a conference pro, use our Quick Rental Quote to get rolling right away. If you need expert assistance, simply call or e-mail an experienced Account Executive and we’ll work out a strategy, deliver the goods, set it all up and even take it all down for you, too. If you want to make the first Macworld-iWorld event a memorable one, let us help – we’re good at it!

Top 5 Creative Uses for the Mac mini

November 17th, 2011

Although Apple does not capitalize the model name “mini,” the smallest Macintosh has still earned a reputation as “the little Mac that could.” Although it is always a generation behind in the CPU department, both G4 and Intel minis are popping up in some interesting places. Here are the top five creative uses for the Mac mini.

Mac Mini

1). Network storage – Soon, every office (and home) will need a central hub for storage, so Network Attached Storage (NAS) is going to proliferate. A new iMac would be overkill, but the Mac mini is ideal, with both wireless remote access and Gigabit Ethernet for heavy transfers. Post-production pros require our Xserve RAID with its swift 2Gb Fibre Channel interface, but small-to-medium sized businesses can do well with the mini.

2). Videoconferencing – With a little effort, you can connect an iSight camera and a DVI-to-S-Video adapter to the mini and use a TV set for videoconferencing. You can use it for business, or set it up with a wireless ADSL router and Apple Remote Desktop and run it remotely for less-techie colleagues. You could also insert an iPad rental into the mix as a remote control with the right apps.

3). Office automation – For post-production, you need a potent Mac Pro. But even the “lowly” mini makes a great office automation server. One of the first (and best) basic automation programs is Indigo, and the new version supports both Insteon and X10 devices.

4). Media hub – You can configure the mini as a media server, connecting it to something like our LCD touchscreen monitor rental. Add the Mac’s “cover flow” interface for instant access to music and movies, then enjoy! You can set custom schedules for different playlists based on time of day, weather, etc.

5). Conversion strategy – After upgrading to a new Mac, some mini owners have given their little Macs to parents, siblings or friends to replace Windows PCs. Once they use a Mac, many “PC forever” folks make the change (yes, it’s a two-way street). Minis of any vintage are capable computers if you know their limits (forget gaming and complex 3D work, for instance).

Honorable mentions

• You can attach a Firewire drive to a mini and use it as a file server for storage/streaming of HD video. Even an old G4 won’t break a sweat.

• Presenters can use minis for Power Point presentations, and by attaching a digitizer tablet they can demonstrate solutions right inside Power Point. Great idea!

Here’s another great idea: Call CRE when you need the right solution, right now. From trade show convention rentals to the latest and greatest high-end technology, we’re the one-stop shop. One call, one e-mail or one short visit to our Quick Rental Quote form, and you are ready to knock down those obstacles and get the job done!

Hollywood: Greenest of Them All?

November 1st, 2011

Hollywood: Greenest of Them All? Hollywood has been “talking the green talk” in movies and TV shows for some 30 years now, promoting sustainability, energy savings and green ideals like CRE’s all the while. Like any other group of people, of course, not all of them practiced what they preached, and critics still claim that Hollywood productions are plagued with waste and overspending.

With today’s economic challenges, cutting waste by going green is a perfect strategy for a Hollywood that already drives Priuses, eats granola, recycles and loves Apple’s iMac (because it’s green and insanely great). By adopting sustainable production techniques and rejecting waste and excess, is Hollywood now becoming the greenest of them all?

Hollywood Greens get organized

The Environmental Media Association (EMA) started its Green Seal program in 2003. EMA’s president, Debbie Levin, called on some of her board members – actors Wendy Malick and Ed Begley, Jr., producer Bill Gerber, Fox chief Kevin Reilly and others – to come up with energy-saving, waste-reducing ideas that would do some good “without driving the crews crazy.” They did so, establishing a comprehensive EMA best practices guide that continues to evolve to this day.

The EMA guide essentially walks production crews through a detailed process of “greening” their shows, covering everything from set construction to computerized reporting. As experts in post-production, computers, audiovisual equipment rentals and event production services, CRE knows that part of the “green solution” is energy-saving technology. Another important part, of course, is how you use it.

Wide-ranging changes

The general goal of “going green” means cutting inefficiencies, reducing waste and designing sustainable systems, and Hollywood set managers started making changes. Every department and every production step was up for greening – post-production, too, where the efficient use of render farms saves time and money (especially if you rent render farm). Some changes were obvious, some were subtle, but they showed a comprehensive approach that still continues:

Construction chiefs are now sourcing sustainably-harvested lumber and using alternative power sources where possible.

Shooting scripts use many reams of paper and are typically sent via messenger to sets on a daily basis, but tablet PC rentals are just one of the paperless solutions to this distribution challenge.

From actors to electricians, everyone’s drinking bottled water on set, so installing water filtration systems for people with reusable containers is a no-brainer.

“Craft services” (food providers) produce huge amounts of garbage that is compostable (perishable foods) and other trash that should be compostable paper (plates, cups) but are typically plastic and Styrofoam. Our iPad rental can be outfitted with apps showing you how to calculate the quantities, order the compostable supplies and add the resulting waste to your compost heap.

Apple’s ever-greener Mac Pro features the latest, greatest, greenest technology yet, with similar energy-saving changes showing up in PC desktop computer rental inventory. One call or e-mail – or a few clicks on our Quick Rental Quote page – will put an expert Account Executive on the job for you, crafting the perfect “green” solution for your unique challenges.

Say “Hi” to the Awesome New iMacs

May 10th, 2011

The new iMac models (released Tuesday, May 3rd), show that Apple is still at the top of its game. Let’s take a look at what makes the 2011 iMac a winner.

Quad-core processor in every model

The previous iMac models offered quad-core processors (Intel Core i3, i5 and i7) on some models, but all iMacs now have at least a quad-core i5. The four “stock” models include two with 21.5-inch screens and two 27-inchers, with the former getting 2.5 and 2.7GHz i5 chips and the latter offering 2.7 and 3.1GHz i5′s. Build To Order ( BTO) models get you the most potent CPU’s: a 2.8GHz i7 with the smaller screen, and a 3.4GHz i7 with the larger, which will make them among the fastest (and definitely the coolest) computer rentals available.

Advanced graphics

Three new AMD Radeon HD cards offer two to three times the graphics performance of previous iMacs. The base 21.5-inch iMac (same size as the current iMac rentals) has 512MB of dedicated graphics memory. The top 21.5″ version and the base 27″ model have the mid-range card (also 512MB) and the top 27-inch model boasts the best card with an incredible 1GB of video memory. (The BTO option gets you 2GB of memory.) All models support a second monitor up to 30 inches in size – which brings us to Thunderbolt.

Lightning fast data transfer

Thunderbolt is a new high-speed connection that works with multiple devices (using adapters for some). In addition to new Thunderbolt devices, you can connect USB and FireWire drives, scanners, cameras, etc., as well as LCD monitor rentals and other displays. There is one Thunderbolt port on 21.5-inch models and two on the 27″ models, carrying two simultaneous streams (in and out) at up to 10Gbps, over 20 times faster than USB 2. Top tech firms such as AJA (maker of our AJA Io HD rentals), Avid and Western Digital are already making Thunderbolt products including displays, storage devices, audio/video interfaces and more.

Details, details

The iSight camera is gone, replaced by the same HD FaceTime camera that debuted in the recently revamped MacBook Pro (along with Thunderbolt). Other common components are 4GB RAM standard (max 8 to 16GB depending on model), 1TB hard drives (512MB on base model), SDXC card slot (32GB to 2TB), FireWire 800, four USB ports and audio in/out. Solid State Drives (SSDs) up to 256GB in size can be added as a BTO option (with an interesting twist). Finally, of course, the iMac has Gigabit Ethernet for hooking up to networks and Ethernet disk raid rentals. Every iMac comes with a wireless keyboard, plus either a Magic Mouse or Magic Trackpad.

CRE will keep you posted as to when the new iMacs will be in stock, what configurations will be available and so on. Call or e-mail an expert Account Executive about the new iMacs, or anything else you need to get the job done. We’re here with the solution – and if you already know what it is, save time with the Quick Rental Quote form.

Net (and OS) Neutrality Is Already Here

April 14th, 2011

There’s been a ton of talk lately about “net neutrality,” but one of the major problems in the discussion is the lack of an accepted definition. Google has been explaining for a few years where they stand on the subject: “Network neutrality,” Google says, “is the principle that Internet users should be in control of what content they view and what applications they use on the Internet.”

This issue, hopefully, will be worked out in the marketplace and not in the halls of Congress. But you don’t have to wait to establish your own kind of net and computer neutrality. Mac OS-Neutrality With Mac computer rentals, you can run both Windows (XP, Vista or 7) and Mac OS X, and “be in control” of what applications you use, whatever OS they run on.

Third party saviors

Back in Spring 2009, one of our first blog posts concerned Steve Jobs’ decision to begin using Intel processors in Macs in 2006-2007. By 2008 the transition was complete, from the Mac mini to the potent Mac Pro rentals. What “changed everything,” as Jobs remarked, was an Apple utility, Boot Camp, that let users install and run Windows.

By May 2009, a few “virtualization” utilities from Parallels Computing and VMware had brought a new dimension to multi-OS computing. With them, you can run Windows and the Mac OS simultaneously, even cutting and pasting between programs on the different platforms. These applications now run swiftly on the entire Mac line, from the latest iMac rentals to the powerful Mac towers.

A clear advantage of an OS-neutral Mac

The advantages of the “OS-neutral Macintosh” to regular users are clear. You don’t have to be a “code head” to understand how efficient it is to use a single computer to run both Windows and Mac OS X. Many artists and engineers that work with AJA Io HD rentals and massive video files settled on Macs long ago – as did graphic artists, writers, musicians, publishers and other “creatives.” Now, they can avail themselves of important Windows applications and be right at home in the firm’s Windows-based network environment, too.

Our Account Executives know the hardware and software, and understand what you need to accomplish your project. They’ll converse in fluent “computerese” if you want, but can translate for you too either by e-mail or over the phone. Know what you need? Complete the Quick Rental Quote and be on your way to “OS-neutrality”.

Doing More with Less in Tough Economic Times

March 8th, 2011

Budgets are busted all over. The federal government may shut down. The State of California is nearly bankrupt. There is strong agreement at all levels of government that we need to do more with less. In tough economies, some businesses have to do the same thing.

One very important benefit of CRE computer rentals, like all our high-tech rentals, is a straightforward financial one: You save money. If you need render farm rentals a few times per month, purchasing the equipment is not a good investment for you. You have to maintain it, repair it and upgrade it – and ultimately you have to replace it. It’s a costly cycle. For monthly training sessions, getting a dozen or 20 iMac rentals is a bargain compared to buying the computers to sit idle most of the time.

The dismal science

Every business has a unique situation with respect to equipment needs, budgets, production demands and so forth. Yet no matter what your needs, CRE has you covered. As just one example of the real-world edge CRE offers, we know that your marketing and trade show dollars need to go farther and do more than ever. CRE convention rentals will bring your exhibit area to life.

You could have your interactive product demos running on touchscreen LCD monitor rentals, or stop passers-by and show them the same thing on the bright, colorful screen of our iPad rentals. Send some of your team members around the conference center, with iPads or even tablet PC rentals, and they can stay in touch with Wi-Fi, capture information from attendees, show product videos or PDF brochures, and check work e-mail. Work efficiently, follow your plan, remain positive – and you will stretch that budget.

Micro and macro

On the micro level – you, your company – it’s easy to see the benefits of CRE for everything from the aforementioned tech gear to office equipment rentals. There’s lower capital investment, reduced production overhead and predictable expenses. On the macro level – everyone else, the rest of the planet – CRE rentals are a nice shade of green. With multiple production companies, studios and animators using potent Mac Pro with Kona Card rentals just when they need them, there is no “inefficient ownership.”

CRE offers efficient rentals to counter the inefficiencies that some businesses experience with costly hardware that needs continuous upgrading. Whether it’s one of our Xserve RAID rentals or a slick way of enhancing your small firm’s presence in a cavernous conference center, we’re ready to equip you for whatever it is that you need to do. Call or e-mail an Account Executive and we’ll show you how efficient and effective CRE service and support can be.

Mac vs. PC: Is the War Over?

February 10th, 2011

The Macintosh was introduced in the legendary 1984 Super Bowl commercial as “the computer for the rest of us.” The IBM PC and compatible computers, whose descendants are an important part of CRE’s computer rentals, were portrayed as boring corporate machines. The Mac started with a chime, smiled and welcomed you to the first consumer-level graphical user interface (GUI). Each platform had its backers, and they declared war. The two systems didn’t work well together, either, but today they do. What changed?

Is the Mac vs. PC War over

Return of the peacemaker

That war was still raging when Steve Jobs returned to Apple in the late 1990s. Without him, CRE would have no iMac rentals in its inventory, as the iMac was among his first projects. In the early 2000s, the Mac’s PowerPC chips fell behind in the clock speed race, so in June 2005, Jobs surprised everyone – and outraged Mac True Believers – by announcing that PowerPC chips were being replaced with Intel chips. Those first models debuted in January 2006.

Happily, the Mac-PC wars are pretty much over. Both systems are capable and powerful now, and digital workflows can easily incorporate both systems. Start a PowerPoint project on a Mac Pro rental, save it to a USB thumb drive or the cloud, then take it home and finish it on your PC – or the other way around. Most of today’s major software packages – from MS Office to the Adobe Creative Suite – are available in both Mac and PC versions, as are a variety of specialized applications.

The foundation of collaboration

Not only do the hardware and software components of a mixed Mac-and-PC operation work together, a range of text, audio, video and image formats are accessible to both systems, too. Whether you’re working on a Mac, a touchscreen Sony VAIO L or a potent HP 8600, you can use the same files. For text, there are txt, rtf and rtfd files; the universal audio formats are wav, ogg and mp3; video formats include avi, wmv and mpg/mpeg; and cross-platform image formats include gif, jpg/jpeg, tif/tiff, eps and png.

There are more, but you get the idea – whatever you need to do, you can do it on a Mac or a PC, accessing the same “raw materials” with either system. If you work in a mixed computer environment and need computers, monitors or printers, simply call or e-mail an Account Executive. If you know what you need, use our handy Quick Rental Quote form. We know the technology across platforms - and inside out, too.

Learning from Apple (and Walmart)

January 18th, 2011

It’ s been a rough couple of years for the global economy, but both high-tech Apple and down-home Walmart are doing quite well. Each succeeds like any other business, by giving customers what they want, but they also keep people spending regardless of the direction the stock market is going, a rather more difficult challenge. We’ve blogged about financial challenges facing today’s businesses, and today we can learn from these two firms about strategies for success.

Apple’s triumphant decade

Apple Logo Over the last several years, tributes to Apple CEO Steve Jobs have appeared in such premier publications as Fortune magazine (“Steve Jobs: CEO of the Decade”), the Harvard Business Review (“Steve Jobs, Best-Performing CEO in the World”), the Wall Street Journal (“Steve Jobs: Person of the Decade”) and Adweek (“Apple: Brand of the Decade”). Our many customers with Mac Pro rentals and other Apple products already know how good the technology is, but what lessons can we learn to help our own companies?

Apple succeeds because it is focused and cuts no corners. From industrial design to the “user experience,” every Apple product has to meet not just high standards, but the highest ones. As every user of CRE’s iPad rentals knows, Apple doesn’t follow trends, it sets them. And the world follows, as the CES 2011 avalanche of wireless “padlets” proves. Lesson: Commit to quality, aim for excellence, work hard and don’t settle for second best.

A different kind of focus

Sure, Apple is on a roll, but Walmart Logo Walmart has done well over the latest decade, too. Their success is built on their famous “always low” prices, of course, but is solidified by their unrelenting commitment to A-plus customer service. Walmart spends considerable time and money to discover what it is doing wrong (and right – the stores don’t have iMac rentals but they do have iPods, iPads and iPhones), and the results of the most recent internal customer survey are interesting. Know what keeps Walmart on top? The greeters.

According to survey results going back some 40 years, the store’s greeters are second only to “low price” (and way ahead of quality) in keeping Walmart customers loyal. The key business insight gleaned from the surveys, of course, is that business is really very personal, and people value being treated with politeness, respect and a smile.

Service at every step

CRE believes in the customer service model, too – 100%. We also stay on technology’s leading edge so we can always offer you the best possible alternatives while keeping things simple, easy and glitch-free. It starts with a call, an e-mail or our Quick Rental Quote online form. An experienced Account Executive will give you the best possible service, and every contact with CRE will prove just how hard we work to do that. Your success is our success, it’s that simple.

Top 5 New Year’s Tech Resolutions

January 4th, 2011

2011 is now upon us, so people will be resolving to pursue a zillion different diets, new jobs or exciting relationships. “Top 5 New Year’s Tech Resolutions” contains much more practical advice, and will help Top 5 New Year's Tech Resolutions anyone who works regularly with a computer (or an office full of ‘em).

1. Think “safety first” – The Macintosh and Windows Operating Systems (OS) both update components automatically, with your approval, of course. This keeps your security patches and other OS components current, and many of your installed productivity applications have the same feature. Use Software Update under the Apple menu in the Mac OS, and the Windows Update application in Vista and Windows 7. CRE computer rentals, of course, are always updated and good to go.

2. Check the basics – Whether you need MacBook Pro rentals or A/V equipment, CRE will supply flawless working devices with perfect, flexible, unkinked cords and cables. The fact is, power cords, USB/FireWire cables, printer connections and other cables do go bad, especially when bent 90 degrees behind furniture or crushed under heavy peripherals on desks.

3. Firewalls and weapons – In addition to a constantly updated OS, a comprehensive security strategy includes a good firewall and several powerful anti-malware and anti-virus utilities. No single approach catches everything, so get a few well-reviewed products. Since e-mail brings most viruses and Trojan horses to your PC, it’s vital that your anti-virus program scan incoming messages and attachments. CRE ensures that all desktops, laptops and tablet PC rentals are 100% trouble-free.

4. Keep cool – High-tech equipment tends to get warm (some kinds more than others), so always maintain enough airflow over, under, around and through the various components to keep them cool – the computer itself along with monitors, external drives, printers and the rest. When layers of dust build up over time on components inside your PC, printer or other device, overheating can result. A quick blast of canned air once a month or so will keep things cool in both tower computers like Mac Pro rentals as well as rack-mount servers, printers and other devices.

5. Back up to go forward – Storage is so cheap that you can make a complete backup (or clone) of system components, work documents, program files and everything else. Your PC’s internal hard drive is likely your primary drive, but if you have external or online storage you need to back up those devices, also. Windows Backup in Windows 7 is a good tool, as is Time Machine in Mac OS X. Both can automate backups in customized ways.

CRE Account Executives are the people to call when you need powerful tools for your digital workflow or expert event production services. Give us a call, send an e-mail or fill out the Quick Rental Quote form, but remember.– whatever your goals for the New Year, we’re here to help you achieve them. That’s our resolution, in 2011 and beyond.

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