Hollywood advertisements makers are afraid of online video streaming and a recent studies proves that. IPG Media Lab studied people’s behavior when they watched TV. They found out that people usually had the TV on, but they were not actively engaged and watched. The company studies 48 participants and about 94% of them were distracted during the 30 minutes of watching. The iPhone and other smartphones account for 60 percent of the distractions from TV ads, according to a behavioral survey. It’s not surprisingly, because it’s obvious that when you glance away, you miss the commercials on TV.

9to5mac reader created an interesting concept of Apple iPhone. It looks more like iPhone Nano rather than iPhone 5. The screen is wide and the sides are narrow, Home button is quite small. Looks good!

Japanese blog Macotakara  in its latest story claims that an A5-powered MacBook Air with Thunderbolt I/O is being tested in Apple’s labs. The machine could be manufactured by Quanta Computer, the story has it. The article quotes a source who allegedly saw an early prototype:

According to this source who saw live A5 MacBook Air actually, this test machine performed better than expected. Though it’s not clear which Mac OS X or iOS is pre-installed on this A5 MacBook Air, iOS seems to have difficulty to use features of Thunderbolt without Finder. And even if Mac OS X is installed, developer should spend time to support A5 on Universal Binary Applications. As considering these situation, this A5 MacBook Air seems to be made just for experiment.

This news comes weeks after another rumor claiming that Apple is planning on transitioning from Intel to ARM-based processors on their laptops in the not too distant future. Another major issue is that while ARM processors are more power efficient, they presently offer significantly lower performance than their Intel counterparts.

Apple’s upcoming iCloud service, rumored to include streaming of iTunes collections to a variety of devices and computers, is said to be formally introduced at the WWDC keynote on June 6. Businessweek says “three people briefed on the talks” (between Apple and music labels) have suggested Apple will provide a scanning tool that quickly mirrors songs to iCloud’s servers, also offering a way to replace those songs with better-quality versions if quality is not deemed “good enough.”

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TUAW reports that Mac OS X Lion has gone “live for internal testing” at Apple last week. Whilst it’s not clear what that means, we assume Apple has begun widespread internal testing of a new build of the OS that’s nearing GM status. TUAW suggests Lion might see a public release at WWDC in two weeks, or at least sooner than previously expected:

This suggests the new OS might possibly ship as early as WWDC with an “available today” mention at the keynote — or it might not. But Lion is looking to be one step closer to availability for Apple customers.

Remind you that the latest developer preview of OS X Lion brought minor graphical changes to apps Apple had already updated, as well as tweaks and performance improvements to make the OS more stable and faster.

U.S. Senator Al Franken has sent out a letter to Apple and Google requesting that the companies require developers to include "clear and understandable" privacy policies for apps available in their marketplaces.

At the hearing, I asked Dr. Tribble and Mr. Davidson whether Apple and Google would commit to requiring that all applications in the Apple App Store and Android App Market have clear and understandable privacy policies. I am writing today to renew this request, and ask if each of your companies would be willing to adopt this simple first step towards further protecting your users' privacy.

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A few months ago we told you about the teenager, Fei Lam, whose site, WhiteiPhone4Now.com had been forced to shut down. He managed to sell $130,000 worth of the white iPhone 4 parts. And only yesterday Apple decided to file a lawsuit against Lam and his parents. The suit claims that the site led to the infringement and dilution of Apple’s trademarks and that it was involved in deceptive practices through selling the iPhone conversion kits. Curiously, Apple has also filed a voluntary dismissal of the lawsuit, which may mean that a settlement has been reached, although the request for dismissal without prejudice may mean that Apple could come after Lim again at a later date.

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In a recent visit to South Korea Tim Cook, temporary Apple’s CEO, has discussed with Samsung the possibility of implementing AMOLED displays in the next-generation iPad, dubbed iPad 3. Apple would be interested in the technology for an “upgraded version” of the iPad 2.

“Apple wants to tap into Samsung’s AMOLED technology for an upgraded version of the iPad 2, considered as many by the iPad 3 that is likely to be launched toward the end of this year,” a source told The Korea Herald on Wednesday on condition of anonymity. During Cook’s trip last week, Apple seems to have offered Samsung an advance for the AMOLED displays, the source said.

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AppleInsider has recently found new Apple’s application, which reveals the company has developed new unique liquid-crystal display. The document entitled “Display that Emits Circularly-Polarized Light” was first filed by the U.S. Patent and Trademark Office in January 2011. It describes a liquid-crystal display in its essence, due to which the image is not distorted even when you look at the display through dark glasses of your sunshades.

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Business Insider conducted an interview with Apple's first CEO, Michael Scott. Scott revealed some details about the very first days of Apple. There are little interesting details such as the Apple employee numbering scheme, which came out of necessity. Bank of America, where Apple opened its first bank account, required that all employees have numbers for payroll purposes. Scott took number 7, even though chronologically he was Apple's fifth employee: "I was employee number seven, because I wanted number seven... I was 007, of course, as a joke."

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Intego, antivirus firm, has discovered a new variant of the"MacDefender" malware that not requires an administrator password for installation.

Unlike the previous variants of this fake antivirus, no administrator's password is required to install this program. Since any user with an administrator's account - the default if there is just one user on a Mac - can install software in the Applications folder, a password is not needed. This package installs an application - the downloader - named avRunner, which then launches automatically. At the same time, the installation package deletes itself from the user's Mac, so no traces of the original installer are left behind.

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9to5mac reports that Apple starts officially selling the iPad 2 in Russia and Ukraine this Friday, May 27. That’s the same day carrier Aircel will start offering the iPhone 4 in India, in what it looks like a day focused around international releases ahead of the WWDC. The Russian iPad 2 sales will begin this Friday through retail chain Re:Store, with MediaMarkt, Beliy Veter Cifrovoi, ION, Technosila and Eldorado also looking to jump on board for the May 27 rollout. Retailers are expecting “unprecedented demand” for the iPad 2, which doesn’t surprise considering the device’s popularity and the lack of Apple’s retail presence in Russia.

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ifoAppleStore is today reporting on two new Apple stores in Spain and Italy that are currently undergoing construction. The new Italy store is expected to be opened in Florence. Based on documents, the stores construction will be completed in August, suggesting an early September opening. The second Apple store is  in Spain, set to be a spectacle, occupying all seven levels of the historic building in Madrid, overlooking the large city plaza (pictured above). The historic 1863 building is currently being restored and renovated. The retail store is then expected to operate on at least two levels and the basement. As for the other levels, ifoAppleStore speculates that they may be used as administrative offices for Apple, meeting rooms or training space. Madrid’s mayor revealed the plans last week when he confirmed to reporters that Apple was leasing the entire building. The store will most likely open early next year, with significant construction work still to be completed.

Yes, it’s true! Now it seems that our pets may really play a game developed for them by Friskies. Originally, discovering that cats liked to play with the iPad was just a matter of coincidence – а cat  just liked to bat around the Magic Piano, and that was fine. But pet food maker Friskies has blown that idea right out, releasing a line of three full web-based games for the iPad meant to be played entirely by cats. Cat Fishing!, Party Mix-Up! and Tasty Treasures Hunt! are all games accessible for the iPad, and all three of them are designed to attract your cat's attention. Friskies even warns that while cat claws can't scratch the iPad's glass screen, certain plastic covers might get scratched, so be careful.

Any user regardless of his profession will be able to choose a notebook to his taste from the Apple notebook family.  The entry-level MacBook will be a perfect choice for casual users; MacBook Air will fit someone who travels a lot; MacBook Pro will definitely satisfy everyone’s needs. This statement was supported by the ranking in Consumer Reports special computer issue.

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