Apple launches Freeform, a new application designed for brainstorming and creative collaboration. Despite its innovations, the company continues to accumulate many passionate opponents


Freeform is a brand new app available since December 13, included in the latest versions of iOS, iPadOS and macOS. It helps users visually organize and lay out content on a flexible canvas, allowing them to view, share and collaborate in one place without worrying about page layout or size. Despite its innovations, Apple is a company that continues to divide itself. She has millions of fans, but also millions of detractors.

Brainstorming is a popular group idea generation technique that relies on spontaneous, unfiltered creativity. The idea of ​​training the brain to let a storm of ideas (literal translation) spring up and, if possible, put them on paper without censoring itself, was first formulated in 1939 by the American writer Alex F. Osborn and developed by the management theorist Charles Hutchison Clark. The brainstorming method aims, to put it simply, to gather ideas quickly and without filter.

With Freeform, users can add a wide variety of files and preview them online without ever leaving the board. Built for collaboration, Freeform makes it easier than ever to invite other people to work together on a board. Users can even collaborate with others during a FaceTime call. Freeform tables are stored in iCloud so users can stay in sync across all devices.

Freeform offers a flexible canvas for iPhone, iPad and Mac that brings together topics of conversation, content and ideas in one place. Freeform opens up endless possibilities for visual collaboration for iPhone, iPad and Mac users, said Bob Borchers, Apple’s vice president of worldwide product marketing. With an infinite canvas, multi-file upload support, iCloud integration, and collaboration features, Freeform creates a shared space for brainstorming that users can take anywhere.

A canvas designed for creativity with easy-to-use tools

Brainstorming techniques are always appropriate when creative, innovative and fresh ideas are needed. The video game industry, for example, thrives on constant innovation and development of new techniques and concepts to produce successful games. Since this industry requires creative minds from different disciplines (graphics, music, history, etc.), brainstorming sessions are often composed of experts from very different fields, allowing an equally diverse palette of ideas to emerge (especially since most people working in video game companies are themselves gamers).

Freeform is the perfect whiteboard experience for gathering inspiration and ideas in one place. The infinite canvas expands as content is added to the board for unlimited flexibility when working with many files or collaborating with others. Users can act seamlessly on the board with built-in gesture support.

iPhone and iPad users can draw anywhere on the canvas with their finger, and with Apple Pencil support, Freeform makes it easier than ever to sketch ideas on the iPad on the go. .

Whether it’s taking notes with Scribble, drawing with the drawing tool, or coloring with the pencil or fill tool, Freeform users can take their creativity to the next level. Freeform supports a wide variety of files, including photos, videos, audio files, documents, PDFs, website and map links, sticky notes, shapes, diagrams, etc. The iPhone and iPad cameras can even be used to insert a scanned image or document directly on the board. With an extensive shape library, Freeform gives users over 700 options to choose from, allowing users to change color and size, add text, and even create custom shapes.

Users can drag and drop content onto the whiteboard from other apps, including Files and Finder, and with built-in alignment wizards, it’s easy to keep track of the whiteboard. With Quick Look, users can preview content with a double tap without ever leaving the board, and multiple video files can be played at the same time to create a dynamic view.

Content, such as images and PDFs, can be locked to a whiteboard, and collaborators can then comment on or around the object. Freeform is therefore the ideal tool for drawing ideas for the plans of a house renovation project, or for allowing coaches to plan games on the image of a basketball court.

Freeform boards support a wide variety of files, and users can preview them online without ever leaving the board, making it ideal for gathering materials for a school project or planning a trip.

A collaboration space

Whether the user works at their desk or on the go, Freeform is incredibly useful for independent projects or collaboration with others. With the ability to work with up to 100 collaborators on the same board, Freeform creates a shared space for creativity when working on group projects or even planning a vacation with friends.

Freeform is leveraging new Messages collaboration features that allow users to invite others to a Freeform card by simply dragging it into a Messages thread. All members of this thread will automatically be invited to the boards and can start collaborating immediately. When someone makes a change, activity updates appear at the top of the notification thread.

Because FaceTime is integrated into the app, users can start a FaceTime call in Freeform by tapping the collaboration button at the top right of the screen. All collaborators can see each other’s contributions when they add content or make changes, thanks to fast sync features and iCloud integration. Freeform tables sync between iPhone, iPad and Mac, and users can invite others via link or email, and even export a table to PDF or take a screenshot.

Faced with such abilities to innovate, why do people hate Apple?

Apple is a divisive company. She has millions of fans, but also millions of detractors. Since the creation of Apple, its founder Steve Jobs has strived to establish a true culture of innovation. This culture is perfectly aligned with the company’s goals, which has allowed it to achieve a significant competitive advantage in several areas.

Despite its stratospheric results, the Cupertino company believes that in order to continue to grow, it must move towards a better user experience. For Apple, innovation is simply about producing smarter and more intuitive devices, more powerful and useful software for better customer satisfaction.

For example, just as voice search was becoming a big tech trend, Apple developed Siri, its intelligent voice assistant. Similarly, when the video streaming market captured a large portion of consumers, the company created its own Apple TV platform. Steve Jobs once said: It doesn’t make sense to hire smart people and tell them what to do. We hire smart people to tell us what to do.

In a research paper titled Consumer Brand Hate: Steam rolls whatever I see by S. Umit Kucuk, who during the survey asked about 500 people about their feelings about brands. The survey revealed that the most hated brand, at 12%, was Apple. This points to the phenomenon of double negative punishment: more valuable brands generate more brand hatred than their less valuable counterparts.

Smartphones have become such an essential part of our lives that if someone insults our favorite device, we take it as an insult to us personally. Apple is at the top of many charts – and for a long time – which has allowed it to accumulate not only a fan base of yours (we’ll get to that later), but also many passionate opponents.

Apple is known for its innovations in hardware, software and services. Over the past few decades, companies such as Apple, Microsoft and Amazon have experienced tremendous growth globally. Through various product and service innovations, these companies have survived economic downturns, political turmoil and an ever-changing market to achieve profits that cut into the GDP of entire countries. Apple’s profit amounts to $20 billion in the fourth quarter of 2022, revenue reaches $90 billion. iPhone sales increased by 9.8% and Mac sales by 25%, while iPad sales fell by 13%. At the same time, wearables and accessories also grew by 10%, while services saw a 5% increase.

Source: Apple

And you?

What is your opinion on the subject?

Do you think the Freeform app is exciting?

Why do you think Apple can’t unite everyone behind its brand?

Why is it the most hated brand, according to Umit Kucuk?

Also see:

If the gloves of technology were countries, Apple and Microsoft would be among the 10 richest, Apple would be in 8th place in the world, just after France

Apple’s record revenue would make it richer than most countries, in 3Q22 Apple reported revenue of $82.959 billion for that period

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