As you’ll no doubt know, given the blanket coverage thus far and the fact you evidently use the internet, Google has given its logo the largest overhaul in 16 years. Instead of being written with a serif typeface, the new logo is written with a custom designed geometric sans-serif typeface. The colours of the letters are blue, red, yellow, and green as before. So what’s the point?
The point is simplification. Google wanted:
A scalable mark that could convey the feeling of the full logotype in constrained spaces.
In small words: a logo that can be produced and seen in smaller sizes than before. This is an essential functional quality since the Google logo today not only appears on computer screens but in several other applications, including wearable devices, with less space available.
Google also states other reasons for the logo change. These, roughly said, deal with reflecting the spirit of the company better as it widens its activities.
For use in very small contexts, Google has developed a four-colour capital “G” to substitute the old lower case “g”. It has also introduced four coloured dots, the use of which is not totally clear:
A dynamic distillation of the logotype for interactive, assistive, and transitional moments.
Finally, a new geometric sans-serif typeface has been introduced to go with the new logo: Product Sans.
Google rightly stresses the childlike simplicity and playfulness of the new logo. But is it better than the old logo?
More practical? Yes. More exciting? Hardly. But much depends how it will be used. Google’s news release concerning the new logo does not reveal whether they will continue to adapt their logo to special occasions on special days – such as the Google logo made of LEGO bricks to mark the toy bricks’ 50 year anniversary.
The basic idea of graphic brand identity is reputation by repetition, but sometimes a short-lived change makes us see the well-known in a new light. It is Google’s privilege to be bold in their logo adaptions since – like TV stations – we see them so often in the same place. They are not easily confused with something else.
With its welcoming logo on the white screen homepage with minimal text, Google’s logo has long been a paragon of simplicity. Long forgotten are the cluttered user interfaces of their former competitor search machines.
When large corporations change their logo they typically simplify. Shell, Westinghouse, American Airlines to mention a few. Simple logos are more robust than more complex marks. They are easier to produce and easier to read under difficult circumstances.
When companies adopt their first logo they typically want to say as much as possible. The rationale is that the market will look at their logo, and correspondingly understand the company’s special place in the market. This often leads to rather complex designs.
Procter & Gamble in many years sponsored their 1882 logo showing the man in the moon and 13 stars, a reference to the the original 13 North American colonies.
Later, companies realise that once the logo is learned it is just noticed rather than studied and interpreted. We don’t speculate much about an Apple apple when we see it – we just think Apple. Whatever symbolism was invested in the original multicoloured Apple apple is long forgotten.
When companies realise their logo is too complex in practical use, time is up for a simplification. Some companies change their logo gradually, sometimes because they both want and don’t want to change.
Some companies change gradually as part of a long-sighted plan. 3M have changed their logo more than 30 times in the last hundred years. Most of the changes were simplifications. When 3M (and other companies) reached the bone they stopped changing.
Google has adjusted its logo a number of times – the last time being in 2014 when it moved the “g” and the “l” microscopically.
There are other reasons than the strictly practical to simplify logos. In a world that is already filled with clutter, simplicity is a strong message. It is the designer’s noblest aspiration to explain a complex world in simple ways.
And further analysis of the new service here:
Apple Music: can iTunes creator be top of the pops once more?
Apple's share price is apparently down 0.5 per cent following the keynote
Mixed reactions online to Apple Music. Lots of people disappointed that it's not more innovative:
Commenting on the launch of Apple Pay in the UK, Jeremy Nicholds, Executive Director of Mobile at Visa Europe said:
Contactless payments are already widely embraced by millions of Visa cardholders across the country every day, so adding the simplicity and convenience of Apple Pay will catapult mobile payments into the mainstream. If people leave the house with one item, it’s their mobile phone – we’ve worked alongside Apple and the various banks involved to give customers a really seamless and exciting new payment experience through Apple Pay, so they have new ways to use their favourite Visa cards on the go and when shopping in the apps they love.
And that's it. Tim Cook leaves the stage. Check out our round up of all the major announcements here:
Read >> Apple Pay UK to launch in July: summary and highlights of Apple's new products
Tim Cook is on stage winding up and thanking developers. Ending with a surprise performance by The Weeknd. (He's a Canadian R&B singer if you didn't know)
Apple Music will be available for $9.99 per month, with the first three months free. Families of up to six people can share a family membership for $14.99 a month.
Apple is describing Apple Music as "All of the ways you love music all in one place". It will be available June 30 in over 100 countries with iOS 8.4 for iPhone, iPad, and iPod touch. It will be available on WINDOWS and on ANDROID in the autumn... interesting
Siri is integrated with Apple Music, so you can tell it to "play the top song from May 1982", and it plays I Love Rock 'n' Roll by Joan Jett
Now Connect - we're seeing videos of studio sessions uploaded by artists. Apple Music apparently includes tens of thousands of music videos with no ads.
Now we're getting a taste of Beats One. Sounds like you'd expect a radio station to sound...
Eddy Cue shows how you can choose a selection of artists you like and get recommendations based on those preferences. Recommendations are are also based on what's in your library. Oh god, Eddy Cue is dancing to cuban music...
We're getting a bit of R.E.S.P.E.C.T by Aretha Franklin. There's a stong focus on artwork in the Apple Music app. It's also a lot easier to re-order tracks in a playlist
We're about to get a demo of Apple Music, but first Phis Schiller gets a happy birthday whoop from Eddy Cue
Drake is on stage talking about the difficulties of breaking into the music industry. And the advantages of being able to connect directly with your audience. Rhiannon is excited!
Wow we were not expecting that - rapper Drake takes to the stage. It was rumoured he'd be a presenter, but we didn't predict he'd make it to WWDC. Nice work Drake.
Artists can post their latest tracks, behind-the-scenes photos, in-progress lyrics, or a new remix on Apple Music. Unsigned artists can also share their music, so the entire music industry can hear it.
Beats One is live from New York, LA and London simultaneously. No matter where you are, you can hear the same programming as every other listener.
It seems to be going down well:
So Apple Music is a "revolutionary music service", a 24/7 radio station, and allows you to connect with artists, according to Jimmy. All the playlists you have created on your iPad or Phone are available here in 'My Music'. There are also recommendations made by real people (not algorithms).
Jimmy Iovine says it's all the ways you love music all in one place - via a single app on your iPhone.
You can stream directly from iTunes, and there is a new worldwide radio station called Beats One. Zane Lowe will be one of the DJs
He's talking about the evolution of the music industry, the disruption caused by the arrival of iTunes, and new streaming models
It's called Apple Music. That's original... Beats co-founder Jimmy Iovine is on stage to talk about it
Tim Cook is back. He says before closing, there's time for on more thing. It's Apple's music service! He says:
We’ve had a long relationship with music, and music has had a rich history of change, some of which we’ve played a part in. Today we’re announcing Apple Music. It’s going to change the way you experience music.
Ooh there's a Vine app for the Apple Watch. That's nice. WatchOS2 will be available to everyone in the autumn (developer preview available today)
He's now showing how third party apps can use the Watch's digital crown. That may sound obvious, but it means developers can factor this kind of navigation in when they're designing apps - to scroll through train times for example
Just one month after launch, there are already thousands of apps that work with Apple Watch, according to Kevin Lynch, who is presenting by the way
There are some pretty fun integrations with HomeKit. If you've got your lighting system connected you can tell Siri on your watch to "set the dinner scene" and it will create the appropriate mood
New health and fitness features added. You can say "go for a five mile run" and Siri will launch the appropriate app automatically
WatchOS 2 lets you see information from third-party apps on your watch face. Apple describes this as 'complications'. When you turn the Digital Crown, Time Travel lets you see things like upcoming events and temperatures.
WatchOS 2 will get some new watch faces - you can select a photo album and every time you raise your wrist you'll see a new photo. Also timelapse images from various cities around the world - including London
Tim Cook announced a new version of watchOS. He says this is a giant moment - Apple believes in technology designed for the wrist. He wants developers to come up with new ideas for apps for the Watch
The video is still playing. Apps have inspired a new generation of filmmakers to create and share their work with the world; there are 195,000 educational apps in the App Store; apps are even helping deaf people listen to music.
No word on Apple Music yet – could that be next?
Lots more excitement about Apple Pay online. Ernest Doku, technology expert at uSwitch.com, says:
When the world’s biggest company wades into mobile payments, you know it’s going to be a game changer. Apple has the brand power to bring the ethereal concept of a mobile wallet into the mainstream. The support of some of the UK’s best known retailers, from Marks & Spencer to the Post Office, doesn’t hurt either. Much like iTunes revolutionised music, Apple Pay could become the de facto standard in payments, and not just for small transactions. Sophisticated security features – fingerprints to authorise payments and encrypted ID numbers instead of credit and debit card details – should alleviate fears that paying by mobile isn’t secure.
For now, one of Apple Pay’s biggest limitations is that it can only be used by owners of new Apple devices, such as the iPhone 6, 6 Plus and Apple Watch – the early adopters. For that reason we may have to wait years for Apple Pay-ready devices to percolate down the market into cheaper territory before the tech giant truly changes the way the UK pays.That said, contactless is already a mature and established payment method in the UK, so Apple may find that we’re a far more receptive audience than in the US, where the entry of Pay has had a relatively low impact.
Now we're seeing a video celebrating the efforts of Apple developers and the success of apps
Tim Cook back on stage. He's talking about the App Store, which recently passed 100 billion app downloads. Apple has paid $30bn to developers
iOS 9 will be available to everyone in the autumn and will support all of the same devices as iOS 8.
Federighi is talking about Swift, the new programming language it launched last year. From today it will be open source. That's big news for developers, and a very un-Apple move
The new Health app can help you track how often you’re seated, UV exposure, hydration and... reproductive health. Bit creepy?
iOS 9 features lots of new developer APIs for gaming and health monitoring
Apple is reducing the amount of storage space the operating system takes up on your device. iOS 9 takes less free space than iOS 8 to install, so everyone should be able to update
Federighi now showing off more multitasking - "Picture in Picture" scales a video down in size so you can keep watching a TV show while you reply to an email.
Slide Over lets you open a second app without leaving the one you’re in, and Split View allows two apps to be open and active at the same time on the same screen. This is Apple catching up with Android and Windows here. People have been asking for this for a while
The thing that everyone cares about though is... multitasking. iOS 9 takes this to a whole new place, according to Federighi
Onto the iPad and some new shortcuts. Two fingers in the keyboard turns it into a trackpad. Sounds intriguing...
Back to News, Federighi says it keeps your data private. And Apple never shares what you’re reading with third parties. Rolling out in the US, UK and Australia first.
Comments coming in about the launch of Apple Pay in the UK. Mark Barnett, President of MasterCard UK & Ireland, says:
With this clear shift in payment preference so strongly embedded, we are excited that MasterCard cardholders will soon be able to make payments from some of their Apple devices, knowing that every purchase is secure and offers all the same guarantees and benefits they’ve come to expect from using their MasterCard.
News includes a curated selection of articles based on your interests. These include news, interactive stories, photo galleries, animations and video. This is Apple's answer to Flipboard.
Now a new app called News. Susan Prescott, Vice President of Product Marketing, who joined Apple in 2003, is on stage - that's the second woman of the night!
Now Maps - a new 'Transit' view in Maps includes directions for public transportation like buses, trains, subways, and ferries. It's launching in London as well as Berlin, New York, Mecxico City, San Francisco and others
Federighi is back talking about the Notes app, which has been completely redesigned for iOS9. You can add a checklist of to-do items and access your camera from Notes to add a photo
With iOS 9, you can add retail store cards and reward cards to Apple Pay. Hold iPhone up to the reader and Apple Pay automatically selects the right reward card.
Apple Pay coming to the UK next month with EIGHT of the most popular banks and 250,000 merchant locations including M&S, Boots, Costa, Waitrose, Subway and Nandos. You can even use it on the bus. Win!
Apple Pay will be accepted at over 1 million locations in the U.S. next month. That’s four times the number at launch.
Apple Pay next - fingers crossed that it'll be launching in the UK! Jennifer Bailey, a 10-year Apple veteran and Vice President of Internet Services, takes the stage
Federighi on privacy of these services: "we honestly just don't want to know". Searches are not associated with your Apple ID and not shared with third parties.
Photos in iOS9 are looking a lot like Google Photos - letting you search for images by date or location or people
Developers are cheering a new API (application programming interface) for search on iPhone, so users can search for sports schedules, Netflix movies, and information inside apps - or whatever is integrated with Siri.
With iOS 9, Siri is becoming more proactive. Federighi says your device can now anticipate what you want to do next based on your location, the time, what app you have open, or what you’re connected to. It can also offer suggestions based on upcoming meetings and communication patterns
Federighi is talking about Siri, Apple's virtual assistant. Siri takes over 1 billion requests a week. And on iOS 9, Siri is up to 40pc faster and 40pc more accurate.
Now onto iOS 9 - extending battery life, improving performance and increasing security
El Capitan is available to developers from today. There will be a public beta in July and it will be rolled out to everyone in autumn via a free upgrade
Now we're seeing Epic Games' Fortnite on Metal. All of the effects are rendered in real time.
Onto Metal, Apple's graphics proceessing technology. This is coming to the Mac - 50pc improvement in rendering and up to 40pc greater rendering efficiency. That means games should look pretty awesome on Macs.
Apple has optimised performance throughout the system, according to Federighi
Federighi is showing how the new enhanced full-screen view in Mail lets you add tabs to a New Message window an ddrag and drop pictures into your emails
New features of OS X El Capitan include Spotlight, Split View, and window management. Spotlight now searches more places for even more useful results, including weather and sports scores.
The new OS X 10 is called 'El Capitan' and is more powerful than ever, with advancements under the hood and smarter ways to do the things you do most, according to Federighi
Craig Federighi, Apple's senior vice president of Software Engineering, is on tage to talk about OS X and iOS 9. He says OS X Yosemite had the fastest adoption rate of any PC operating system in history.
Tim Cook is talking about a Cleveland Indians baseball player whose teammates are trying to shake him down for Apple products. It's all a bit over our heads
Tim Cook is on stage and greeted by a rousing applause from the audience - he says it's the most global conference ever, and gives a shout out to the 350 scolarship winners
A video featuring American actor Bill Hader is playing
Uptown Funk is playing, the crowd is muttering excitedly, and they're off
Apple's Eddy Cue has been spotted wearing a purple shirt, chatting with Jony Ive, clad in blue. Nine Inch Nails' Trent Reznor is also in the crowd, along with some Tim Cook groupies:
Lots of people hoping for an update on iOS for Apple Watch today. Sounds like lots of people in the audience are wearing Watches:
News on the ground - looks like there could be some celebrity appearances tonight:
Commenting on the highly anticipated launch of Apple's music streaming service, Geoff Taylor, Chief Executive BPI and BRIT Awards, comments:
Any new digital service means more choice for music fans and greater competition, which can spur the market forward. But a new launch from Apple, when it comes to the UK with its vast digital penetration and marketing reach, could represent one of those pivotal moments when the industry takes its next big leap forward. It is sure to give the streaming market, which doubled last year in the UK, a further turbo boost. And most important, it is likely to deliver a fantastic experience for music fans, helping to drive consumer awareness and appreciation of premium music subscription as something that enhances your life. That will help to build value for the whole music industry long term.
Backstage at Apple, everyone is ready to begin. Just 15 minutes til we get this show on the road:
Eddy Cue, Apple's senior vice president of Internet Software and Services, is hoping today's conference can pick him up after his basketball team, the Golden State Warriors, lost to the Cleveland Cavaliers last night:
Rhiannon is in a crush of around 5,000 developers running into the hall where Tim Cook is expected to introduce the keynote. She describes the atmosphere as "frenzied". Sounds like the usual Apple hysteria is kicking in...
Of course, the most significant announcements for developers will be around Apple's core operating system software, OSX and iOS. Rhiannon has spotted some giveaways in the lobby of the Moscone Center:
Read >> iOS 9: all you need to know about Apple's new operating system for iPhone and iPad
One interesting development over the weekend was the news that Apple is poised to bring Apple Pay to UK. This wouldl mark a major development for the payments industry. Multiple attempts by mobile operators and banks to get contactless mobile payments up and running in Britain have failed amid industry infighting and consumer indifference. We're hoping to get confirmation on this today.
Some new music streaming figures in from Andy Saxton, consumer retail analyst at Kantar Worldpanel:
In the UK there are nearly seven million people using a streaming subscription, up 10pc, while the number of digital music buyers has declined by two million since last year. In this context the launch of Apple Music makes perfect sense. There is definitely an appetite among iTunes users for this kind of service – over 20pc of them already stream, compared to 14pc on average. Yet with nearly three quarters currently using Spotify, the challenge for Apple will be to convert these consumers to its own platform. Apple has the unique advantage of direct access to nearly 15 million iOS devices, but if it looks to boost revenue by omitting the free platform offered by competitors then it risks limiting uptake, as only a quarter of streaming users currently pay for their subscriptions.
Our woman on the ground, Rhiannon Williams, has arrived at the Moscone Center and is raring to go.
Good morning from San Francisco, where it's a balmy 13 degrees with bright sunshine an hour before the keynote is due to kick off. It's pretty quiet outside the Moscone West Centre this morning, but there are plenty of posters to point eager developers on their way.
If you're wondering why Apple wants to launch a music subscription service when it already has iTunes, here are some interesting figures to think about.
The number of consumers paying to stream music grew by almost half in 2014, boosting subscription revenues by 39pc to $1.57bn (£1.07bn), according to the latest figures from the International Federation of the Phonographic Industry (IFPI). Meanwhile, sales of permanent downloads through services such as Apple’s iTunes declined by 8pc.
The question on many people's minds ahead of WWDC today is, can Apple truly beat Spotify? Forrester analyst James McQuivey thinks Apple's new streaming service will catch up to Spotify’s paid subscriber base in less than a year:
Apple is arriving late to the music streaming business, due in part to Steve Jobs' refusal to believe that music subscription services would ever work. But the writing is on the wall: digital downloads don't make sense for consumers that are connected wherever they go.
Apple can beat Spotify, not because its service will be any better - but because it can build its new music service into the hundreds of millions of devices that its loyal Apple users already love.
With just over an hour to go until WWDC kicks off in San Francisco, here's a little trip down memory lane for the Apple fanatics among you:
There are people inside the WWDC mothership and the artwork is rather pretty. The tagline is "The epicenter of change". Not ones for modesty, are they?
Here's a coding joke that I'm not going to pretend to understand, but maybe you will...
And here are some very happy faces.
Apple boss Tim Cook mentioned to Mashable that there might be a female gracing the stage this WWDC, saying "You'll see a change tomorrow".
Quartz has dug up some data on the number of women on stage at Apple keynote addresses and it's ABYSMAL. No sugar-coating these figures, I'm afraid.
| Apple executives || Other |
| March 2015 || 0 || 1 |
| October 2014 || 0 || 0 |
| September 2014 || 0 || 0 |
| WWDC 2014 || 0 || 0 |
| October 2013 || 0 || 0 |
| September 2013 || 0 || 0 |
| WWDC 2013 || 0 || 0 |
That one person was Christy Turlington, who arrived on stage to explain why she loved the Apple Watch - and was described as "irrelevant" on Twitter. Other women have been in pre-recorded segments, but no one else has stood on that stage.
Two women that we might see today are Angela Ahrendts, the former Burberry CEO who now runs Apple’s retail business, and Lisa Jackson, who is Apple’s vice president of environmental initiatives.
And they're in! Oh...
If Apple does announce a new music streaming service, it will have to go up against established brands such as Spotify and US-based Pandora.
Last year, Apple bought Beats, the headphone and smusic streaming company started by Dr Dre for $3bn (£1.8bn). The new streaming service, rumoured to be called Apple Music, will work on a $10 per month subscription model, with an extremely limited number of songs available to those opting not to pay.
Apple also plans for DJs to host channels on its free internet radio service. Radio 1 DJ Zane Lowe announced he was leaving the network after 11 years to work for the company in February.
In April it was reported that Apple had approached artists including Taylor Swift and Florence and the Machine to join the new service in exclusive streaming deals - this comes after Taylor Swift took her most recent album off Spotify after she claimed it was not valued by the company.
The company may do well to learn from Tidal, the Jay-Z/Beyonce-backed music subscription service that was launched to much fanfare, and has since encountered a lot of problems and not many users.
The market is big - and has massive potential to grow: According to emarketer, nearly 100 million US smartphone users will listen to music via streaming service or direct download in 2015, and by 2019, that audience will reach 134.3 million.
You can stream the conference on Apple's website. We, of course, will be liveblogging throughout.
Selfie sticks have been banned inside the venue, but there is copious amounts of Periscoping already taking place - despite the fact that nothing is happening.
Because Apple might be announcing a new music streaming software, Twitter is full of rumours of celebrity performances - Drake, Kanye West, Florence and the Machine. Hmmm - maybe take them with a pinch of salt.
I wonder if they will do another U2-style album launch? The last one was such as succe-- Oh yes, that's right. I'll just leave this here then... Apple tie-up with U2 branded a 'dismal failure' by music retailers
What is going to be announced? No one knows for sure, but Rhiannon Williams has had a pretty good guess.
And while we're on the topic of rumours - when is the new iPhone coming out?
Rumours abound that this WWDC will see many more women take to the stage, after Apple chief Tim Cook made some cryptic comments to Mashable.
He said to the reporter, on the subject of the lack of women at keynotes, “you’ll see a change tomorrow”.
Apple's diversity report, which the company released last year for the first time, revealed that 70% of global employees are male.
Cook said in the interview: "I think it's our fault — 'our' meaning the whole tech community... "I think in general we haven't done enough to reach out and show young women that it's cool to do it and how much fun it can be."
This time lapse video by iOS developer Adam Swinden shows the people waiting in line for WWDC - many of them in the '15 merch. Now that's commitment...
People are already queuing up, ready for the event which starts at 10am PT (6pm BST). (Although Apple has recently urged its fans not to queue with the release of the Apple watch.)
This photo was taken at 5am local time... five hours before it is due to start.
While Brian has been sitting outside the WWDC venue since 3am.
Welcome to The Telegraph's live blog of Apple's Worldwide Developer's Conference 2015. This is traditionally the event where Apple announces updates to its operating systems – iOS for mobile and OS X for desktop – and introduces new software. Today we are expecting to hear updates on Apple Pay, and the launch of iOS 9, alongside a new streaming service based on Beats Music.