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Apple has a long relationship with Adobe. In fact, we met Adobe’s founders when they were in their proverbial garage. Apple was their first big customer, adopting their Postscript language for our new Laserwriter printer. Apple invested in Adobe and owned around 20% of the company for many years. The two companies worked closely together to pioneer desktop publishing and there were many good times. Since that golden era, the companies have grown apart. Apple went through its near death experience, and Adobe was drawn to the corporate market with their Acrobat products. Today the two companies still work together to serve their joint creative customers – Mac users buy around half of Adobe’s Creative Suite products – but beyond that there are few joint interests.
I wanted to jot down some of our thoughts on Adobe’s Flash products so that customers and critics may better understand why we do not allow Flash on iPhones, iPods and iPads. Adobe has characterized our decision as being primarily business driven – they say we want to protect our App Store – but in reality it is based on technology issues. Adobe claims that we are a closed system, and that Flash is open, but in fact the opposite is true. Let me explain.
First, there’s “Open”.
Adobe’s Flash products are 100% proprietary. They are only available from Adobe, and Adobe has sole authority as to their future enhancement, pricing, etc. While Adobe’s Flash products are widely available, this does not mean they are open, since they are controlled entirely by Adobe and available only from Adobe. By almost any definition, Flash is a closed system.
Apple has many proprietary products too. Though the operating system for the iPhone, iPod and iPad is proprietary, we strongly believe that all standards pertaining to the web should be open. Rather than use Flash, Apple has adopted HTML5, CSS and JavaScript – all open standards. Apple’s mobile devices all ship with high performance, low power implementations of these open standards. HTML5, the new web standard that has been adopted by Apple, Google and many others, lets web developers create advanced graphics, typography, animations and transitions without relying on third party browser plug-ins (like Flash). HTML5 is completely open and controlled by a standards committee, of which Apple is a member.
Apple even creates open standards for the web. For example, Apple began with a small open source project and created WebKit, a complete open-source HTML5 rendering engine that is the heart of the Safari web browser used in all our products. WebKit has been widely adopted. Google uses it for Android’s browser, Palm uses it, Nokia uses it, and RIM (Blackberry) has announced they will use it too. Almost every smartphone web browser other than Microsoft’s uses WebKit. By making its WebKit technology open, Apple has set the standard for mobile web browsers.
Second, there’s the “full web”.
Adobe has repeatedly said that Apple mobile devices cannot access “the full web” because 75% of video on the web is in Flash. What they don’t say is that almost all this video is also available in a more modern format, H.264, and viewable on iPhones, iPods and iPads. YouTube, with an estimated 40% of the web’s video, shines in an app bundled on all Apple mobile devices, with the iPad offering perhaps the best YouTube discovery and viewing experience ever. Add to this video from Vimeo, Netflix, Facebook, ABC, CBS, CNN, MSNBC, Fox News, ESPN, NPR, Time, The New York Times, The Wall Street Journal, Sports Illustrated, People, National Geographic, and many, many others. iPhone, iPod and iPad users aren’t missing much video.
Another Adobe claim is that Apple devices cannot play Flash games. This is true. Fortunately, there are over 50,000 games and entertainment titles on the App Store, and many of them are free. There are more games and entertainment titles available for iPhone, iPod and iPad than for any other platform in the world.
Third, there’s reliability, security and performance.
Symantec recently highlighted Flash for having one of the worst security records in 2009. We also know first hand that Flash is the number one reason Macs crash. We have been working with Adobe to fix these problems, but they have persisted for several years now. We don’t want to reduce the reliability and security of our iPhones, iPods and iPads by adding Flash.
In addition, Flash has not performed well on mobile devices. We have routinely asked Adobe to show us Flash performing well on a mobile device, any mobile device, for a few years now. We have never seen it. Adobe publicly said that Flash would ship on a smartphone in early 2009, then the second half of 2009, then the first half of 2010, and now they say the second half of 2010. We think it will eventually ship, but we’re glad we didn’t hold our breath. Who knows how it will perform?
Fourth, there’s battery life.
To achieve long battery life when playing video, mobile devices must decode the video in hardware; decoding it in software uses too much power. Many of the chips used in modern mobile devices contain a decoder called H.264 – an industry standard that is used in every Blu-ray DVD player and has been adopted by Apple, Google (YouTube), Vimeo, Netflix and many other companies.
Although Flash has recently added support for H.264, the video on almost all Flash websites currently requires an older generation decoder that is not implemented in mobile chips and must be run in software. The difference is striking: on an iPhone, for example, H.264 videos play for up to 10 hours, while videos decoded in software play for less than 5 hours before the battery is fully drained.
When websites re-encode their videos using H.264, they can offer them without using Flash at all. They play perfectly in browsers like Apple’s Safari and Google’s Chrome without any plugins whatsoever, and look great on iPhones, iPods and iPads.
Fifth, there’s Touch.
Flash was designed for PCs using mice, not for touch screens using fingers. For example, many Flash websites rely on “rollovers”, which pop up menus or other elements when the mouse arrow hovers over a specific spot. Apple’s revolutionary multi-touch interface doesn’t use a mouse, and there is no concept of a rollover. Most Flash websites will need to be rewritten to support touch-based devices. If developers need to rewrite their Flash websites, why not use modern technologies like HTML5, CSS and JavaScript?
Even if iPhones, iPods and iPads ran Flash, it would not solve the problem that most Flash websites need to be rewritten to support touch-based devices.
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Sixth, the most important reason.
Besides the fact that Flash is closed and proprietary, has major technical drawbacks, and doesn’t support touch based devices, there is an even more important reason we do not allow Flash on iPhones, iPods and iPads. We have discussed the downsides of using Flash to play video and interactive content from websites, but Adobe also wants developers to adopt Flash to create apps that run on our mobile devices.
We know from painful experience that letting a third party layer of software come between the platform and the developer ultimately results in sub-standard apps and hinders the enhancement and progress of the platform. If developers grow dependent on third party development libraries and tools, they can only take advantage of platform enhancements if and when the third party chooses to adopt the new features. We cannot be at the mercy of a third party deciding if and when they will make our enhancements available to our developers.
This becomes even worse if the third party is supplying a cross platform development tool. The third party may not adopt enhancements from one platform unless they are available on all of their supported platforms. Hence developers only have access to the lowest common denominator set of features. Again, we cannot accept an outcome where developers are blocked from using our innovations and enhancements because they are not available on our competitor’s platforms.
Flash is a cross platform development tool. It is not Adobe’s goal to help developers write the best iPhone, iPod and iPad apps. It is their goal to help developers write cross platform apps. And Adobe has been painfully slow to adopt enhancements to Apple’s platforms. For example, although Mac OS X has been shipping for almost 10 years now, Adobe just adopted it fully (Cocoa) two weeks ago when they shipped CS5. Adobe was the last major third party developer to fully adopt Mac OS X.
Our motivation is simple – we want to provide the most advanced and innovative platform to our developers, and we want them to stand directly on the shoulders of this platform and create the best apps the world has ever seen. We want to continually enhance the platform so developers can create even more amazing, powerful, fun and useful applications. Everyone wins – we sell more devices because we have the best apps, developers reach a wider and wider audience and customer base, and users are continually delighted by the best and broadest selection of apps on any platform.
Conclusions.
Flash was created during the PC era – for PCs and mice. Flash is a successful business for Adobe, and we can understand why they want to push it beyond PCs. But the mobile era is about low power devices, touch interfaces and open web standards – all areas where Flash falls short.
The avalanche of media outlets offering their content for Apple’s mobile devices demonstrates that Flash is no longer necessary to watch video or consume any kind of web content. And the 250,000 apps on Apple’s App Store proves that Flash isn’t necessary for tens of thousands of developers to create graphically rich applications, including games.
New open standards created in the mobile era, such as HTML5, will win on mobile devices (and PCs too). Perhaps Adobe should focus more on creating great HTML5 tools for the future, and less on criticizing Apple for leaving the past behind.
Steve Jobs
April, 2010
Dedicated Writing Apps
What constitutes the best app for writers depends on their process, genre, and conditions in which they are most productive. Additionally, it depends on what they intend to do with the finished work: publish it online, send it to an agent, or shoot a film. There is no single best app for all writers, but there are plenty of excellent writing apps that cater to different needs, work styles, and genres.
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Priced for the Starving Artist (Mostly)
Apps for writers tend to be less expensive than other kinds of software. Many sell for a one-time fee, although a few require a subscription. The least expensive writing apps cost only around $10. Final Draft, one of the most expensive writing apps, costs $249.99, but even that is a one-time fee, meaning you pay once and own the software for life. Ulysses used to sell for a standalone fee but recently moved to a subscription model, now costing $39.99 per year. If you own an older copy of Ulysses, it's still yours to keep and use, but you won't receive any updates.
When an idea strikes, many writers want to be able to jot it down or immediately add it to an ongoing project. To do that, they likely need a companion mobile app to go along with their desktop software. Support for mobile apps isn't particularly strong in the writing category. A few companies that make software for writers offer iOS apps, but it's rare to find anything for Android. Additionally, mobile writing apps typically cost a good deal more than what people are used to paying for an app. Scrivener for iPhone and iPad, for example, runs $19.99. Storyist's iOS app is $14.99. To get over this price hurdle, I recommend thinking about the combined cost of the mobile and desktop software together and considering it a bundled purchase.
What's the Best Screenwriting Software?
As a genre, screenwriting has unique requirements. Scripts for movies, television, and the stage must make clear the difference between direction, setting descriptions, spoken dialogue, and so forth. This allows all the people involved in creating the final product—actors, film crew, editors, and directors—to do their jobs. As a result, the formatting for screenwriting is exceedingly precise. A few writing apps cater specifically to professional screenwriters. Final Draft is one, and it continues to be an industry standard. If you're actively employed in film or television, you might already own a copy. When you purchase Final Draft, you can use the app on two computers, and it's compatible with both Windows and macOS.
Another app that specifically handles scripts is Adobe Story. The app costs $9.99 per month, but it's also available to anyone who has an Adobe Creative Cloud subscription. Story is unusual because it's not just writing software. It also lets you make notes about the actual production of a script. For example, you can write a detailed description of shots you want to see or provide information about shooting locations. The app can generate a production schedule based on all the metadata associated with each scene. Adobe Story is also compatible with Adobe Premiere, so after the footage has been shot, you can pipe in the script to run alongside the video, helping the editors do their job, too.
Alternatives to Microsoft Word
Why would a writer use a dedicated writing app instead of Microsoft Word (or Google Docs, Apple Pages, or any other typical word processor)? There's no reason you can't use any of those apps, but they don't have many of the special features you get from apps that are specific to writers.
Fiction writers, book authors, and screenplay writers often change the order or scenes, sections, and chapters. That's easy to do when an app is designed specifically with professional long-form writers in mind. With the right drag-and-drop tools, you can quickly and easily reorganize your files. It also helps if footnotes and endnotes renumber accordingly, when you move parts around.
Another feature that office apps typically don't have is a writing target. It's common for professional writers to strive to meet a daily word or page count goal. So while Word, Google Docs, and Pages all have word count features, they don't have the same options for setting and tracking goals over time.
Some writers need to keep exhaustive notes regarding plot points and characters, and possibly even visual references, such as an image of a shoot location or faces that inspire characters. The best writers' apps include tools that make it easy to see reference material and notes whenever the writer needs, and then get back to writing quickly.
Finally, the word processors in suites are generally heavy-duty apps that can do everything from formatting and footnoting to headers, footers, and special pagination. That's handy for many kinds of business and academic writing, but for the average creative writer, all this may just be a major distraction.
What's the Best Distraction-Free Writing App?
Writers who find themselves in the less-is-more camp will want a writing app that strips away anything that could possibly be the least little bit distracting. Distraction-free writing apps are a dime a dozen; the trick is to find one that also offers the tools you need when you need them. The best distraction-free writing apps hide the tools you need until the appropriate time, rather than omitting them altogether.
With that criterion in mind, Ulysses is my favorite distraction-free writing app, and a PCMag Editors' Choice. A well-designed interface makes Ulysses easy to use and easy on the eyes. It has good tutorials and help menus for newcomers, including a cheat sheet for Markdown language. Markdown is a very lightweight set of codes that can be used instead of the rich formatting options that are common in word processors. If you've ever typed asterisks (*) around a word in a chat app to make it bold, that's similar to Markdown. It's very simple, and takes no time at all to learn, especially when you have a cheat sheet to guide you.
The idea behind Markdown is that you can apply basic formatting, like marking titles and subtitles, bold and italic text, without moving your fingers from the keyboard. It's also less distracting than having a panel with 50 alluring typefaces that you're dying to try. Ulysses is only available for Mac and iOS. Windows users might also try yWriter.
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Note that we have reviewed Focused (for Mac), but it didn't score well enough to make this top-ten list. If you're curious why, please feel free to read the review.
What Are the Best Writing Apps for Novelists?
Book authors spend a lot of their time simply organizing their manuscript. Whether it's fiction or nonfiction, the work doesn't always shape up as the author originally intended. Chapters sometimes move. Stories aren't always told in a linear fashion. And scenes sometimes become more effective when their order changes.
To facilitate the shaping of a story in this way, you need a library, or a pane within the writing app showing file folders and their organization. Not all writing apps have one, as you can see from the chart above.
Writing for Medium, WordPress Blogs, and More
Book authors and screenwriters aren't the only types of writers, of course. Many writers create shorter pieces that they publish online directly, without ever passing through the hands of an agent, publisher, or movie producer. If you're publishing on Medium or WordPress, it sure is handy to have a writing app that can export each piece directly to your platform of choice.
Ulysses and iA Writer both have integration options for those two platforms. Like Ulysses, iA Writer is a distraction-free writing app, but it's much more pared down. It has some neat functions, such as text transclusion, that can be fun to learn for people who think more like programmers than traditional writers. Text transclusion allows you to create a final document of many smaller pieces by, essentially, giving commands about which files to pull together and in what order. 'First display the introduction. Next add an image. Then include my argument. Finally, show my author bio.' The text of your document could be all of four sentences long, but it might whip together a piece that, when exported, is 25 pages.
Your Writing, Your Choice
Every writer has unique needs and desires. Do you need an app that works on both Windows and macOS? Is learning a new way to format text a deal-breaker? Does your final submission need to meet industry standards the way screenplays and teleplays do? The range of software dedicated to writers is impressive. If nothing tickles your fancy from the full reviews linked below, you should also read our short synopses of many other apps for writers, as well. Finally, if you decide that a dedicated writing tool just isn't for you, and you'd rather just use a plain old word processor, we've rounded up the top office suites, too.
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Featured Writing App Reviews:
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Final Draft Review
MSRP: $249.00Pros: Well tailored for screenwriters. Powerful tools for both writing scenes and crafting the larger story. Plenty of view options. Offers a variety of templates. Collaboration supported.
Cons: Collaborative editing restricted to one person at a time. Inadequate default auto-save and revision history.
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Bottom Line: Final Draft is the software you need if you are in the screenwriting business or aspire to be. It has all the tools you need to get the script right, both from a story perspective and a technical one.
Read ReviewScrivener Review
MSRP: $45.00Pros: Excellent tools for organizing writing. Ample collection of templates. Competitive price. Multiple installs allowed. Also available for Windows and iOS.
Cons: No web app. No native collaboration features.
Bottom Line: Built with writers in mind, Scrivener 3 has everything you need to research, compose, organize, edit, and finish a piece of writing, all for a ridiculously reasonable price.
Read ReviewUlysses (for Mac) Review
MSRP: $39.99Pros: Beautiful and clean interface. Excellent selection of distraction-free modes. Flexible. Tracks writing goals. Filters help organize content. Can publish directly to WordPress.
Cons: Now sold as subscription. Requires some learning, especially for those unfamiliar with Markdown. No audio file uploads.
Bottom Line: Ulysses is the most elegant distraction-free writing app for Mac. It's ideal for writers who prefer a minimal interface and total flexibility, rather than a lot of structure and hand-holding.
Read ReviewAdobe Story CC Review
MSRP: $9.99Pros: Screenwriting and preproduction in one app. Generates shooting schedules. Feature rich. Collaboration features.
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Adobe animate cc for mac crack. Cons: No mobile apps or desktop apps; online only. Monthly subscription makes it expensive over the long run.
Bottom Line: Screenwriters who not only write but also direct and produce their own work won't find a better outlet for their creativity than Adobe Story.
Read ReviewScript Studio (for Mac) Review
MSRP: $199.95Pros: Excellent feature set. Helpful sample scripts included. Attractive and organized interface. Also available for Windows.
Cons: Expensive. No mobile apps. Some crashes in testing.
Bottom Line: With a professional interface and wealth of tools, Script Studio is among the best writing apps you'll find. Its high price may dissuade some from trying it, though.
Read ReviewStoryist (for Mac) Review
MSRP: $59.99Pros: Very good templates for scripts. Clean, clear interface. Includes tools for storyboarding, outlining, character sheets. Supports importing and exporting many formats.
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Cons: No collaboration features. Mediocre auto-save functionality.
Bottom Line: Storyist packs the power of a full word processor into an app for writers. If you don't get distracted by having too many features, it's an excellent Mac app.
Read ReviewiA Writer (for Mac) Review
MSRP: $19.99Pros: Inexpensive. Uses distraction-free style with Markdown language. Offers transclusion method for embedding images, tables, and so on. Can export directly to Medium and WordPress.
Cons: Few tools for organizing and arranging files. No templates for genres. Not ideal for code-phobic writers.
Bottom Line: Taking minimalism to the extreme, iA Writer might be the writing app with the fewest built-in distractions, and it's inexpensive, too. But this Mac app is also BYOE: bring your own everything.
Read ReviewyWriter Review
MSRP: $0.00Pros: Good structure. Rich tools for story and character development. Plentiful stats. Free.
Cons: No Mac app or mobile apps. Doesn't include screenwriting tools or templates. Support for third-party backup options could be more apparent.
Bottom Line: The free writing app yWriter has a stats-heavy, technical feel to it, which is great for writers who crave organization and data about their work.
Read ReviewByword (for Mac) Review
MSRP: $11.99Pros: Distraction-free writing app with support for Markdown language.Supports direct publishing to popular online sites. Good export options. Inexpensive.
Cons: No library or tools for reference materials. Not ideal for long-form writers. Lacks templates. Solutions to common technical problems require macOS Terminal.
Bottom Line: Byword, an inexpensive writing app for Mac and iOS, publishes your work directly to Medium, WordPress, and other platforms. It's not ideal for long-form writers, however.
Read ReviewWriteRoom (for Mac) Review
MSRP: $9.99Pros: Distraction-free, lightweight Mac app for writing. Inexpensive. Some neat view options.
Cons: Does not support Markdown formatting. No mobile apps. Lacks a library view/folder structure. No preview before PDF export. No collaboration features.
Bottom Line: WriteRoom is an inexpensive Mac writing app with a less-is-more approach that helps you focus on your words. It's too bare-bones for book projects or screenplays, but, for shorter works, it can get the job done.
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