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Mon, Oct 13, 2008 - 03:32 PM EDT  —  AAPL: 108.2056 (+11.4056, +11.78%)  |  NASDAQ: 1794.17 (+144.66, +8.77%)

What does that say on Apple’s Mac OS X Leopard’s TextEdit icon?
Thursday, November 01, 2007 - 04:36 PM EDT

Eagle-eyed MacDailyNews reader "neo" asked us to check out the TextEdit 1.5 icon in Mac OS X Leopard.

So we blew it up big in the Finder's Cover Flow view and were happy to see Apple still likes to Think Different™. This simple example also very nicely highlight's Apple's legendary attention to detail:



MacDailyNews Note: So, who do you think is "Kate?"

Apple - Think Different:

Direct link via YouTube: http://www.youtube.com/watch?v=Dvn_Ied9t4M

The Making of Apple's Think Different campaign:

Direct link via YouTube: http://www.youtube.com/watch?v=2r5W-MMHRIM

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Reader Feedback: ( = registered)

Nov 01, 07 - 04:41 pm Comment from: Appl-ause

First post!

Classic.

Nov 01, 07 - 04:42 pm Comment from: AP

Classic!

I always loved that ad copy. Very inspiring!

AP

Nov 01, 07 - 04:43 pm Comment from: AP

See the whole ad here:

http://www.youtube.com/watch?v=Dvn_Ied9t4M

Enjoy!
-AP

Nov 01, 07 - 04:47 pm Comment from: DogaDoga

Never-mind "Kate".
Who the heck is "Lou", who shows up in the Stickies icon in Leopard, with a phone number of "555-7631"?

Well, I searched the Internet and found something…
What about you?

- DogaDoga

Nov 01, 07 - 04:50 pm Comment from: GanitW

wow that's old news

Nov 01, 07 - 04:58 pm Comment from: Observer

After looking at the names of people on iPhone contact lists at the on Apple's promotional materials, the Kate in question could be Kate Bell, one of those names that appear. John Appleseed is also another name that appears in the promotional materials But who those two are, I don't know. Could they be Apple Inc. employees?

MW: thought

Nov 01, 07 - 04:59 pm Comment from: AC

that message predates Leopard, by sometime.

Nov 01, 07 - 05:30 pm Comment from: g$

That's an easy one to read.

What I want to know is what is the significance of the "Q4 2008" that is shown in the Keynote icon! You can't read the text below it either!

Any ideas what may be coming at the end of Q4 '08? Anyone?

Nov 01, 07 - 05:31 pm Comment from: en

Not sure about the kate, but John Appleseed??

How about Johnny Appleseed, legend has it that he went across America planting apple seeds everywhere (I forget why).

Apple - apple tree - apple seed - Johnny Apple seed,,,,, ??? Just my guess. grin

en

Nov 01, 07 - 05:32 pm Comment from: g$

John Appleseed is the guy that does the Leopard guided tour that is on the home page of the Apple site!

Nov 01, 07 - 05:33 pm Comment from: Klaatu Barada Nikto

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.

Nov 01, 07 - 05:35 pm Comment from: Ben Dover

I bet that the 'Kate' is Katie Cotton!

Nov 01, 07 - 05:36 pm Comment from: en

from Wikipedia, Johnny Appleseed. Someone who thought different, a long time ago. grin

"The popular image of Johnny Appleseed had him spreading apple seeds randomly, everywhere he went. In fact, he planted nurseries rather than orchards, built fences around them to protect them from livestock, left the nurseries in the care of a neighbor who sold trees on shares, and returned every year or two to tend the nursery. Many of these nurseries were located in the Mohican area of North-Central Ohio. This area included the towns of Mansfield, Ohio; Lucas, Ohio; Perrysville, Ohio; and Loudonville, Ohio.[6]

Appleseed's managers were asked to sell trees on credit, if at all possible, but he would accept corn meal, cash or used clothing in barter. The notes did not specify an exact maturity date—that date might not be convenient—and if it did not get paid on time, or even get paid at all, Johnny Appleseed did not press for payment. Appleseed was hardly alone in this pattern of doing business; however, it was unique that he remained an itinerant his entire life.[1]

He obtained the apple seed for free; cider mills wanted more apple trees planted since it would eventually bring them more business. Johnny Appleseed dressed in the worst of the used clothing he received, giving away the better clothing he received in barter. He wore no shoes, even in the snowy winter. There was always someone in need he could help out, for he did not have a house to maintain. When he heard a horse was to be put down, he had to buy the horse, buy a few grassy acres nearby, and turn the horse out to recover. If it did, he would give the horse to someone needy, exacting a promise to treat the horse humanely."

Nov 01, 07 - 06:18 pm Comment from: AlanAudio

"Any ideas what may be coming at the end of Q4 '08? "

My money is on Q1 '09 coming at the end of Q4 '09

Nov 01, 07 - 06:25 pm Comment from: Lighting Guy

Uhmm... hey audio guy, did you mean :

My money is on Q1 '09 coming at the end of Q4 '08?

Nov 01, 07 - 07:26 pm Comment from: jkn

A shout out to Chiat/Day copywriter, Craig Tanimoto for his inspiring words. I read his original unedited copy and really enjoyed it but can’t seem to find it on the web anymore.

Nov 01, 07 - 07:26 pm Comment from: Yours Smugly

But what does it say on Tiger's TextEdit icon? It's not the same text.

Nov 01, 07 - 07:32 pm Comment from: sheeresh

Kate is Katherine Hepburn!

Nov 01, 07 - 08:21 pm Comment from: Grumpy Old Man

"Eagle-eyed MacDailyNews reader "neo" asked us to check out the TextEdit 1.5 icon in Mac OS X Leopard."

Because he read about this 6 months ago...

Nov 01, 07 - 08:47 pm Comment from: Sum Jung Gai

Actually, you can read the text on the Keynote icon. I did a screen grab, pasted it in Leopard's Preview, and then sharpened. It turns out it says this:

God, I dreamed there was an angel
Who could hear me through the wall
As I cried out-like, in Latin
"This is so not life at all
Help me out-out-of this nightmare"
Then I heard her silver call-
She said: "Just give it time, kid
I come to one and all"

She said: "Give me that hand, please
And the itch you can't control
Let me teach you how to handle
All the sadness in your soul
Oh, we'll work that silver magic
Then we'll aim it at the wall"
She said: "Love may make you blind kid-
But I wouldn't mind at all"

It's the bitch of living.
Bitch, just a bitch.
With nothing but your hand.
Just a bitch, yeah.
Just the bitch of living
As someone you can't stand

See, each night, it's like fantastic-
Tossing, turning,

"What the hell is that?" you might ask. Well, Google tells me it's from a a song called "The Bitch of Living," from a musical called "Spring Awakening." And what does that have to do with Apple? Not much, except that later in the song, Georg says "I mean, God, please Just let those apples fall."

Nov 01, 07 - 09:05 pm Comment from: Geezer

Okay, now I know I'm getting old. Most of you don't know who Johnny Appleseed was without looking it up?

Paul Bunyun, John Henry, Rosie the Riviter? "I'll take fictional characters from American history for $100, Alex."

Alas, poor America, I knew her well...... with apologies to the Bard. Shakespeare that is, he's a writer, son. Pay attention when I'm talkin' to ya! (Foghorn Leghorn, in case you've nevr heard of cartoons)

Nov 01, 07 - 09:14 pm Comment from: Nosrac

That always give me goosebumps =o

Nov 01, 07 - 09:15 pm Comment from: @ Geezer

Johnny Appleseed was not a fictional character, he was indeed quite real. He was born John Chapman, just down the street a way from me in Leominster Massachusetts. While he was real some of the stories attributed to him maybe more myth than reality, but at least they are based in reality.

Nov 01, 07 - 09:21 pm Comment from: neo

the only thing that i can think of @ Q4 of 2008 is 10,000,000 iPhone sold as predicted by Apple.

Nov 01, 07 - 09:47 pm Comment from: Yoda

Who do you think is Kate?

Know this Kate, I do.

Nov 01, 07 - 11:16 pm Comment from: @ Klaatu Barada Nikto

Now THAT'S funny.

(cogito ergo mac)

Nov 02, 07 - 12:21 am Comment from: finlander

I think its sign and time to change platform for better TextEdit: http://packages.ubuntu.com/dapper/editors/kate

Nov 02, 07 - 01:46 am Comment from: MacSheikh

Ahhh...my most favourite ad ever!

Nov 02, 07 - 02:14 am Comment from: Mr Holland

Gotta love Richard Dreyfus! I don't know why Honda replaced him with Keyser Sosei.

Nov 02, 07 - 04:52 am Comment from: opie

I know the answer Mr Holland. Richard Dreyfus has short-man syndrome.

Nov 02, 07 - 05:38 am Comment from: iMat

This is what the others don't get!

These semi-hidden messages, we stumple upon every once in a while, are the lifeblod of our usage-joy smile

I see none of this in Vista...

Nov 02, 07 - 09:24 am Comment from: critic

"Okay, now I know I'm getting old. Most of you don't know who Johnny Appleseed was without looking it up?"

Your not getting old, we Americans are getting collectively more ignorant.

Forget about Johnny Applseed, most Americans under the age of thirty probably don't know at this point who any of the people in the "Think Different" ad were.

At 36, I'm starting to feel old too. I just saw an interview with Ken Burns talking about his new WWII documentary, and he says that when he speaks to student groups, most of the kids think that we fought with the Germans against the Russians. Someone please burn down all our schools and start over, because the system isn't working.

Nov 02, 07 - 10:24 am Comment from: BustiingTheSkullsOfIdiots

That's what school vouchers are for, folks. As long as you have public (i.e. government) schools, you will get people who are ignorant, easily-led, and don't know how to resist. Remember that the cross was also a sign of willingness to resist the state religion to the point of death.

Nov 02, 07 - 12:27 pm Comment from: Vista?

@ iMat...

The "hidden" message in Vista is obvious: "Don't use me!"

Nov 02, 07 - 03:17 pm Comment from: @ Bustiing

"As long as you have public (i.e. government) schools, you will get people who are ignorant, easily-led, and don't know how to resist."

Like Finland, whose public school system is rated as one of the best school systems in the world time after time?

Fact is that public schools are neither inherently bad nor good. It's just what you make of them. Fact is also that American public schools suck. But that's not because public schools as such are a bad idea, but because they're managed and supported poorly.

Nov 02, 07 - 05:49 pm Comment from: Thisson

The problem with American public schools is that there is no competition between them. Mediocre teachers are retained (you can't fire them easily because of tenure); and due to lack of competition the schools don't need to pay wages high enough to attract smart, qualified, hard-working people (who usually go into other more lucrative professions). But these are topics for another day...

Nov 03, 07 - 12:12 am Comment from: opJ

the problem with US schools is that they are attended by idiot children "raised" by idiot parents who expect teachers to do most of the work done in previous generations by parents. It is asinine to blame teachers for kids that might have well come straight from Lord of the Flies.

No matter the income level or ethnicity of the parents...such as here in Philadelphia, where druggies in North Philadelphia had the privilege of buying oxys from the son of the Philadelphia Eagles' millionaire coach.

Nov 05, 07 - 06:22 pm Comment from: Woody

@ iMat. "usage-joy", that's it! That's exactly why Mac's win. It's usage-joy.

Instead of asking, "Is it snappy?" we should ask, "Does it have usage-joy?"

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