“‘We’re starting to do some things differently,’ Phil Schiller said to me,” John Gruber reports for Daring Fireball. “We were sitting in a comfortable hotel suite in Manhattan just over a week ago. I’d been summoned a few days earlier by Apple PR with the offer of a private ‘product briefing.’ I had no idea heading into the meeting what it was about. I had no idea how it would be conducted. This was new territory for me, and I think, for Apple.”

“I knew it wasn’t about the iPad 3 — that would get a full-force press event in California. Perhaps new retina display MacBooks, I thought. But that was just a wild guess, and it was wrong,” Gruber reports. “It was about Mac OS X — or, as Apple now calls it almost everywhere, OS X. The meeting was structured and conducted very much like an Apple product announcement event. But instead of an auditorium with a stage and theater seating, it was simply with a couch, a chair, an iMac, and an Apple TV hooked up to a Sony HDTV. And instead of a room full of writers, journalists, and analysts, it was just me, Schiller, and two others from Apple — Brian Croll from product marketing and Bill Evans from PR.”

Gruber reports, “Mac OS X — sorry, OS X — is going on an iOS-esque one-major-update-per-year development schedule. This year’s update is scheduled for release in the summer, and is ready now for a developer preview release. Its name is Mountain Lion… What do I think so far, Schiller asks. It all seems rather obvious now that I’ve seen it — and I mean obvious in a good way. I remain convinced that iCloud is exactly what Steve Jobs said it was: the cornerstone of everything Apple does for the next decade.”

Tons more in the full article – recommended – here.

[Thanks to MacDailyNews Reader "JayinDC" for the heads up.]

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