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  Oct 24 2013 -  Spotting things you'll want to see today.
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This is the October 24 2013 edition of Who's Blogging What, a newsletter that closely monitors 1,100 top web marketing blogs for online professionals involved in social media, search marketing, email, user experience and web analytics. Subscribers are updated with highlights and useful new links every Thursday. If you would like to be kept up to date you may enter your email address in the box at the right.

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A faster, thinner iPad

Tablets on display

Tablets are looking very good this week. A Gartner study predicted that shipments would grow 53.4% this year while traditional PCs declined by over 11%. The two trajectories are expected to cross by 2017. Pew Internet Research published another study showing that, despite the sale of over 170 million iPads, the tablet market is barely 1/3 full, with only 35% of adult Americans owning one.

Apple and Microsoft both displayed their thinking this week on the best way to tap into that market. Apple announced a very thin, very fast iPad Air and an equally speedy iPad mini that now has the Retina display. Business Insider published a comparison of how the new iPad Air compares to the full competition. The Apple products are considered impressive (they both use the same 64-bit processor that powers the new iPhone 5s) even though the lack of new features didn't strike gold with reviewers. The new Microsoft Surface Pro 2 got mostly mixed reviews and is clearly positioned as more of a work device as opposed to the iPad's content consumption angle.

Apple did make another announcement that got a lot of attention. OS X Mavericks, their powerful new desktop operating system, will be free and compatible with most of the Mac notebooks currently in operation. This is a distinct break with the Microsoft model of building recurring revenues by selling expensive OS updates. ZDNet offered an explanation as one of their 6 takeaways from Apple's announcement -- that by creating a bigger installed base Apple will see the creation of more apps which will, in turn, use iCloud to assist and take a cut in the resulting business transactions.

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