.Mac: By Any Other Name Would Sync More Sweetly?

Ah, .Mac, the poor abandoned stepchild in Apple's 360 degrees of spherical integration. It's the online service Google, Yahoo, and even Microsoft Live kick sand at on the playground.

Sure, Back-to-my-Mac can rock, and syncing can be oh-so-sweet, but c'mon, what have you done for us lately?

Could be a lot, if rumors pan out. We've already brought you word on possible iPhone 2.0 .Mac "push" mail, and even reports of a total revamp. Now it seems the revamp may be more of a full on renovation, including a brand spanking new name!

[Dmitry Chestnykh, the CEO at Coding Robots] went through the iCal Localizable.strings file in the recently released 10.5.3 update and found a number of changes. In particular, he found a lot of evidence that the .Mac brand name is going to be replaced. Apple is apparently using a placeholder %@ which will be dynamically replaced by the new name, whatever that is, when it's released.

If Apple wants to keep charging $100 a year, then changes, and big ones, are a very necessary way to justify it. Here's for something game-changing in the online "cloud" services realm. What do you think?


Rene Ritchie

Rene Ritchie is one of the most respected Apple analysts in the business, reaching a combined audience of over 40 million readers a month. His YouTube channel, Vector, has over 90 thousand subscribers and 14 million views and his podcasts, including Debug, have been downloaded over 20 million times. He also regularly co-hosts MacBreak Weekly for the TWiT network and co-hosted CES Live! and Talk Mobile. Based in Montreal, Rene is a former director of product marketing, web developer, and graphic designer. He's authored several books and appeared on numerous television and radio segments to discuss Apple and the technology industry. When not working, he likes to cook, grapple, and spend time with his friends and family.