Apple isn’t dead yet – iPhone 5S and iOS7 have a secret weapon

'Hapless' Apple chief executive Tim Cook launches the new iPhone, but neglects to mention multi-path
(…) “Those who think that Apple has peaked ought to think again” (Aqueles que pensam que a Apple atingiu o pico deveria pensar novamente.)

The Guardian: Apple isn’t dead yet – iPhone 5S and iOS7 have a secret weapon

The reality distortion field has gone into reverse, but it’s blinding us to the truth: Apple is still leading the way
By The Observer, Sunday 29 September 2013
‘Hapless’ Apple chief executive Tim Cook launches the new iPhone, but neglects to mention multi-path TCP. Photograph: Stephen Lam/REUTERS

When Steve Jobs was still with us, many commentators – yours truly included – used to complain about the “reality distortion field” that surrounded Apple‘s charismatic leader. Those in attendance when Jobs launched the devices and services (iPod, iTunes, OS X, iMac, MacBook,iPhone and iPad) that blew such huge holes in the business models of established industries told of events that were more like religious revival meetings than corporate press conferences. As Apple’s dominance grew, the man who led it came to be seen as a unique combination of visionary, guru, saint and mogul.

But then mortality intervened and His Steveness passed away. The reality distortion field persisted, however, though now in reverse. It led people to conclude that the death of the magician would inevitably lead to the end of the magic that made Apple the most valuable company in the world. In comparison to Jobs his successor, Tim Cook, was seen as charismatically challenged. And while we could expect Apple to thrive for a little longer, it was only because Cook would be unveiling innovations that were in the works when Jobs was alive. After that, the well would surely run dry.

It was against this background that the hapless Cook unveiled the new iPhones on 10 September. He announced a cheaper model (the 5c), the more upmarket 5s and a new version of Apple’s mobile operating system (iOS 7). Although the event was accompanied by the usual hoopla, the overall media reaction was a barely stifled yawn. Sure, the 5c came in bright colours and was a bit cheaper, but it wasn’t cheap enough to break into the lower end of the market.

And although the 5s came with a more powerful processor, a motion-sensing chip and a significantly better camera, it was really just more of the same. Well, except for the fact that it had a fingerprint sensor for user authentication. And as for iOS 7, well, the only really interesting thing about it was that it now had flat icons rather than the faux-3D ones of iOS 6. It all went to show (so the narrative implied) that Apple had lost its mojo.

As a case study in how a media narrative can miss the point, this one would be hard to beat. So here’s an alternative one. What Apple did on 10 September was to release the first operational 64-bit hardware and software ever seen in a mobile device. The number of bits is important, because every mobile processor up to this has been a 32-bit chip, which means in essence that it can only address 4GB of working memory. This has hitherto been enough for mobile devices (and indeed most desktop machines) but it’s not enough for more powerful computers. So the really intriguing questions raised by the iPhone 5s‘s A7 processor, with its ability to address colossal amounts of memory, are: why is it there? And what clues does it give as to what Apple is planning next?

Given that what Apple thinks today, the rest of the industry thinks next year, the answers to these questions will be interesting. (Readers with long memories will recall that Apple was the first to drop floppy disks, internal modems, CD/DVD drives and laptop hard drives, and that on each occasion the omissions were greeted by howls of derision from the industry, followed rapidly by shamefaced adoption.)

In the same vein, most of the media coverage of iOS 7 focused on the radically different “look and feel” of the user interface, the sparseness and minimality of which was widely attributed to Jony Ive, who is now in overall charge of both hardware and software design at Apple. This is fair enough: after all, for most people, the most important aspect of a device is its user interface. Is the thing easier to use after the latest “upgrade”? The answer for iOS 7 seems to be a qualified “yes”.

But for geeks, two things about iOS 7 stand out. One is the fact that Apple could completely rewrite a complex operating system for a 64-bit environment – and ship it in a relatively bug-free state, on time. The other is the way iOS 7 solves a problem that has been bugging internetengineers for years – how to ensure that if one mode of connecting to the network fails, your device can seamlessly switch to another mode. The solution is called multi-path TCP and – guess what? – iOS 7 has it. But you’d have to read a lot of media coverage of the iPhone launch to learn that. Those who think that Apple has peaked ought to think again.


As mais assustadoras estatísticas de negócios de jornal

Aqui está a imagem 10 anos de impressão versus anúncios digitais para jornais:

Screen Shot 2013-03-18 at 2.21.37 PM.png

Tradução livre: The NewAtlantic

This Is the Scariest Statistic About the Newspaper Business Today

In 2012, newspapers lost $16 in print ads for every $1 earned in digital ads.

MAR 18 2013, 2:33 PM ET

Aqui está: Em 2012, os jornais perderam US $ 16 dólares em anúncios impressos para cada $ 1 dólar ganho em anúncios digitais (16 para 1). E está ficando pior, de acordo com um novo relatório do Pew. Em 2011, a proporção era de apenas 10 para 1.

A revolução de anúncio digital, sempre “ao virar da esquina”, continua tentadoramente fora do alcance da maioria dos jornais, o que explica por que alguns fiéis como o New York Times e o Wall Street Journal mudaram-se para modelos de assinatura para seus sites para impulsionar o crescimento de anúncio digital. Só hoje, o Washington Post anunciou um paywall.

Desde 2003, os anúncios impressos caíram de US $ 45 bilhões para US $ 19 bilhões. Anúncios on-line só cresceu de US $ 1,2 para US $ 3,3 bilhões. Pare e pense sobre essa lacuna. O aumento total de dez anos em publicidade digital não é ainda suficiente para superar o declínio médio de um único ano em anúncios impressos desde 2003. ufa!

Screen Shot 2013-03-18 at 2.38.42 PM.png

Quem matou os jornais? A resposta clássica é os classificados, e é verdade que sites que oferecem informação direta sobre habitação, aluguel, carros e outros bens e serviços que uma vez encontrou uma única casa em jornais destruiu o velho modelo de receita . “Mais de três quartos das receitas classificadas de impressão foi perdida desde 2000”, relata Pew.

Mas como você pode ver, a maioria dos declínio de anúncio de impressão desde 2003 vem de anúncios de varejo (a fatia mais comum da receita torta da maioria dos jornais) e anúncios nacionais. Aqui está a quebra, masi de 25.000 milhões dólar perdidos em dez anos. É US $ 11 bilhões vindo de classificados e anúncios de varejo, com o restante vindo de pontos de anúncios nacionais.

Screen Shot 2013-03-18 at 2.28.38 PM.png

Como a receita está caindo, os relatórios estão caindo com ela. Os empregos em jornais caiu abaixo de 40 mil trabalhadores de tempo integral, pela primeira vez desde 1978 – e 30% abaixo de seu pico em 2000.


English and Portuguese:


Article from “Case in Brazilian Market”  – STANFORD UNIVERSITY – Technology Entrepreneurship course:

A technological startup company, I.Systems, created by four brazilian guys, Igor Santiago, Leonardo Freitas, Ronaldo and Danilo Halla, settled at Unicamp, São Paulo- Brazil, started with the entrepreneurial spirit and paradigm of the rich spirit of people’s culture, although poor northeastern region of Brazil: “brown sugar is sweet but it is not soft“. And the entrepreneurial spirit of Silicon Valley, “Think big, start small“(*).

The Leaf software – software for industrial automation, has been developed with fuzzy logic, according to Igor Santiago, “the Leaf represents an increase of about 100 years for the technology process known as Proportional, Integral and Derivative (PID), created at the end of nineteenth century and still used today in almost 100% of industrial automated systems. “.

The fuzzy logic solution, wide application, flexible, stable, requires no prior knowledge of the phenomena involved, but their use has been limited by the complexity of defining a large number of empirical rules. And take huge advantage compared to the other two forms of automatically controlling an industrial process: Mathematical Modeling and Neural Networks (

The big difference is that the Leaf does not need historical data processes or some knowledge in artificial intelligence. The configuration of the controller with Fuzzy requires only the minimum, average and maximum sensors (temperature, pressure and flow) and actuators (valves, pumps and motors). This information is readily obtainable from own operations or equipment specifications, so in just one day, you can configure a controller advanced industrial processes. The Leaf automatically generates thousands of fuzzy rules, creating a multivariable controller stable.

The first test in the Cola-Cola factory in Jundiaí-SP, in 2010, reduced to 31% losses due to rejection, the level variations of the injected liquid, and 42% by bubbling, which is the formation of bubbles of carbon dioxide. The system implemented in the factory possible to simultaneously control valves, pressure and flow rate of the bottling line and generate economy 500 thousand liters of soft drinks and 100 thousand PET bottles per year.

It is also interesting to note that in the interview in Santiago Igor Brasilagro (video below), found the company early access easier to demonstrate and sell the innovation potential of the Leaf software, the Brazilian sugar industry, normally considered the “status quo” the conventional wisdom, more conservative, compared with the large global industrial companies, considered the most innovative.

According to Fernando Reinach, “The fund Pitanga decided to invest in I.Systems because the company has developed a new way of using fuzzy logic in a process of adjustment of industrial automation. It is an innovative solution that does not exist anywhere in the world. There are companies that make industrial automation, but none have this kind of solution. In the case of the product of I.Systems the potential market is any industry in the world. ”

The company I.Systems without competitor in Brazil own innovation and ‘know-how’ technology to compete in the world market, is preparing the muscles and breath with injection of capital and seeking global partners to compete with the large industrial area such as Siemens and General Electric. “We are evaluating whether we apply the patent of our technology in Brazil or abroad or work with key industrial markets in the U.S., Asia and Europe,” says Santiago.

The startup investor, Vinod Khosla, who is this road more than three decades in the 80s with the creation of SUN Microsystem facing the IBM Mainframe in 90 bet on IP protocol when no one bet. Khosla tells the story that in 1998, offered by only a few hundred thousand dollars, the search software of the young Larry and Sergei for a company, but the prospective buyer declined the offer, arguing that the search engines could not profit and that it was a commodity market, that was when Larry and Sergei, who believed in their development, decided to change their strategy, they created their own company, GOOGLE, and made ​​history, a history billionaire.

The genes of I.System entrepreneurs founders, brings in its birth, the spirit of this paradigm, for them, the global industrial sky is the limit. The company reach a billion dollars or more, it is a question of solution strategy to market and time, innovative values ​​and ideals of the founders, are intangibles, is priceless.

Between “The Lollipop Science” by Tom Zé, the dream of the Brazilian scientist, Miguel Nicolelis, turn northeast Brazil in the “Brazilian California”, as sociologist, Laymert Garcia dos Santos, who is 30 years old today, in Brazil and in the world , is a challenge and an opportunity very interesting about the changes that are glimpsed ahead, I’ll pretend that I’m not sure what age he speak, because my experience in the 50, but with the energy and spirit in “lyra of 20”, I added another thought, by Samuel Ullman, “Youth is not a time of life – it is a state of mind“, if the boat does not turn, we will get there.

(*) “Think big, start small,” the spirit of the entrepreneurial culture of the American west coast, the Califonia Dreams of Silicon Valley, the beatnik culture influences the anti-materialist left of the 50s and 60s, which influenced the literature, culture, society, and the technological revolution that reaches us, the “Collective Intelligence”.

The entrepreneurial spirit that supplanted the traditional culture of the east coast of the U.S. Northeast, Yale, Harvard and MTI in the last half century, but it is a story that begins in the nineteenth century, with Stanford Univ., See article in English that has this rich history : GROWTH OF A SILICON EMPIRE / Bay Area’s fertile intellectual ground Helped sprout high technology industry, by Henry Norr, Published December 27, 1999.

Those who lives, you will see!



Prezados geonautas,

A empresa startup tecnológico, I.Systems, criada pelos baianos, Igor Santiago, Leonardo Freitas, Ronaldo Silva e Danilo Halla, radicados na Unicamp, pode-se dizer, começou com o espírito empreendedor e o  paradigma do rico espírito da culturas nordestina, embora ainda pobre região do nordeste do Brasil: “rapadura é doce, mas não é mole não“, assim como o espírito empreendedor do Silicon Valley, “Pense grande, comece pequeno” (*).

O software Leaf – softwares de automação industrial, foi desenvolvido com lógica Fuzzy, segundo Igor Santiago, “o Leaf representa um avanço de cerca de 100 anos em relação à tecnologia conhecida como processo Proporcional, Integral e Derivativo (PID), criada no fim do século XIX e usada até hoje em quase 100% dos sistemas industriais automatizados.“.

A lógica Fuzzy, solução de ampla aplicação, flexível, estável, não necessita de conhecimento prévio dos fenômenos envolvidos, mas sua utilização tem sido limitada pela complexidade de definição de um grande número de regras empíricas. E leva enorme vantagem em comparação com as outras duas formas de controlar automaticamente um processo industrial: a Modelagem Matemática e Redes Neurais (

O grande diferencial é que o Leaf não precisa de histórico de dados dos processos ou algum conhecimento em inteligência artificial. A configuração do controlador com Fuzzy necessita apenas dos valores mínimos, médios e máximos dos sensores (temperatura, pressão e fluxo) e dos atuadores (válvulas, bombas e motores). Essas informações são rapidamente obtidas das próprias operações ou das especificações dos equipamentos, assim, em apenas um dia, é possível configurar um controlador avançado de processos industriais. O Leaf gera automaticamente milhares de regras Fuzzy, criando um controlador multivariável estável.

O primeiro teste na fábrica da cola-cola em Jundiaí, em 2010, reduziram em 31% as perdas por rejeição, nas variações de nível do líquido injetado, e 42% por borbulhamento, que é a formação de bolhas de gás carbônico. O sistema implementado na fábrica possibilitou controlar simultaneamente as válvulas de pressão e de vazão da linha engarrafadora e gerar economia de 500 mil litros de refrigerante e de 100 mil garrafas PET por ano.

É interessante observar também que, na entrevista de Igor Santiago na Brasilagro (vídeo abaixo), a empresa no início encontrou acesso mais fácil para demonstrar e vender o potencial de inovação do software Leaf na industria sucroalcooleira brasileira, normalmente considerada pelo “status quo” do conhecimento convencional, mais conservadora, em comparação com as grandes empresas industriais globais, considerada mais inovadoras.

Segundo Fernando Reinach, “O fundo Pitanga resolveu  investir na I.Systems porque a empresa desenvolveu uma maneira nova de utilizar a lógica fuzzy, num processo de regulação de automação industrial. É uma solução inovadora, que não existe em nenhum lugar do mundo. Há empresas que fazem automação industrial, mas nenhuma tem este tipo de solução. No caso do produto da I.Systems, o mercado potencial é qualquer indústria do mundo.”

A empresa I.Systems, sem concorrente no Brasil, detêm  inovação e ‘know how’  tecnológico para competir no mercado mundial, está preparando os músculos e o fôlego com injeção de capital e em busca de parceiros globais, para competir com as grandes na área industrial, como Siemens e General Electric. “Estamos avaliando se vamos solicitar a patente da nossa tecnologia no Brasil ou no exterior ou se trabalharemos com segredo industrial nos mercados norte-americano, asiático e europeu”, diz Santiago.

O investidor de startup, Vinod Khosla, que está nessa estrada a mais de três décadas, nos anos 80 com a criação da SUN Microsystem enfrentando os Mainframe da IBM, nos anos 90 apostou no protocolo IP quando ninguém apostava. Khosla conta a história que em 1998,  ofereceu por apenas algumas centenas de mil dólares, o software de busca dos jovens Larry e Sergei para uma empresa, mas o possível comprador declinou a oferta, argumentando que os mecanismos de buscas não davam lucro e que já era um mercado de commodities, foi quando Larry e Sergei, que acreditavam no desenvolvimento, decidiram mudar de estratégia, criaram a empresa GOOGLE, e fez história, uma história bilionária.

Os gens empreendedores fundadores da I.System, trás em seu paradigma de nascimento esse espírito, portanto, o céu industrial global é o limite. A empresa chegar a um bilhão de dólares ou mais, é uma questão de estratégia de solução para o mercado e de tempo, os valores inovadores e os ideais dos fundadores, são valores intangíveis, não tem preço.

Entre “O Pirulito da Ciência” de Tom Zé, ao sonho de Miguel Nicolelis, transformar o nordeste do Brasil na “Califórnia brasileira”, como diz o sociólogo, Laymert Garcia dos Santos, para quem tem 30 anos hoje, no Brasil e no mundo, é um desafio e uma oportunidade muito interessante sobre as mudanças que se vislumbram pela frente, vou fingir que não sei bem de que idade ele fala, pois a experiência nos 50, mas energia e espírito na “lyra dos 20”,  estou adicionado outro pensamento, do poeta Samuel Ullman, “Youth is not a time of life – it is a state of mind“, se a canoa não virar vamos chegar lá.

Quem viver verá!


(*) “Pense grande, comece pequeno“, o espírito da cultura empreendedora da costa oeste americana, da Califórnia Dreams do Silicon Valley, a influencia da cultura beatnik anti-materialista de esquerda dos anos 50 e 60, que influenciou a literatura, a cultura, a sociedade, e a revolução tecnológica que chega até nós, da “Inteligência Coletiva”.

O espírito empreendedor que suplantou a cultura tradicional da costa leste do nordeste americano, de Yale, Harvard e MTI no último meio século, mas é uma história que começa no século XIX, com  Stanford Univ., ver artigo em inglês que conta essa rica história: GROWTH OF A SILICON EMPIRE / Bay Area’s fertile intellectual ground helped sprout high technology industry, by Henry Norr, Published December 27, 1999.

P.S.: O artigo foi elaborado com pesquisas em: Vídeo anexo/ Website I.Systems/ Artigos anexos da NEI e da FAPESP.

Brasilagro entrevista Igor Santiago da I.Systems:

– A lógica do mercado_Rev. FAPESP_Set. 2013

– NEI: Ex-alunos da Unicamp recebem apoio de investidores ao criarem software para indústrias

– I.Systems: