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Briefly: New 'Your Verse' story, Apple top brand again

updated 09:50 pm EST, Tue February 18, 2014

Mountaineers show iPad's uses as GPS tool, documentary device

Apple's dedicated "Your Verse" iPad mini-site added a new story on Tuesday, talking with mountaineers Emily Harrington and Adrian Ballinger about their use of the iPad in their profession. In addition to the tablet leveraging the power of GPS, the two also use it for social media and documentation of their climbs. The iPad helps them figure out where to camp, the best route to take, take photos and videos, and allows the pair to blog and stay in contact. By enabling them to proceed with greater safety, the pair have been able to explore places they otherwise wouldn't have attempted.

Apple named world's most valuable brand for third year running

Brand Finance has awarded Apple -- for the third straight year -- the coveted "World's Most Valuable Brand" ranking in its annual survey -- with Samsung, Google, Microsoft and Verizon in second, third, fourth and fifth respectively. Apple's brand is rated "AAA" and was assigned a worth of $104.7 billion, up sharply from last year's $87.3 billion. Samsung, in second place at $78.8 billion, also saw a dramatic rise in its brand value from 2012, up from $58.8 billion the year before. Google's brand was ranked at $68.6 billion, enough for third place.

Interestingly, Apple and Google respectively have arrived at their brand value despite making relatively few products. Apple is best known for its iPhone, iPad, Mac and iPod devices, along with its iTunes services, a few software products and accessories. Google is best known as a search engine and advertising agency, but also makes some hardware and a lot of software. Samsung, by contrast, makes thousands of individual products -- though they may be best known for their smartphones, PCs, notebooks and HDTV units, they also produce lines of processors, hard drives, and a wide array of household products: everything from rice cookers to washer/dryer units.

by MacNN Staff





  1. Inkling

    Senior User

    Joined: 07-25-06

    Climbers, sailors and pilots shouldn't forget one of the most important of safety rules: never have a single point of failure. If that iPad mini gets smashed against a rock, be very sure you have other ways of getting off that mountain.

    Delayed on the trip back down from one climb, my partner and I found ourself coming down a poorly marked trail in the dark with but one small flashlight. When its batteries died, we would have been in big trouble but for the fact that, in this case, the woods were open enough we could just head downhill, keeping a stream gurgling a 100 feet or so to our left. And at the bottom of the mountain was a road we couldn't miss. Turn left at the road and, on the other side of a bridge would be his car.

    Not all situations have such easy navigation if a critical device fails. Always carry a sturdy backup like a map and always know where you are, so if that GPS fails, you're ready to shift to that map.

    --Michael W. Perry, Tolkien's Warriors

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