So yeah, is brand spankin’ new — and we’re obviously still under construction — but you clicked on the “About” page, so you want to know where we’re coming from. No problem. Here’s a quick shot: focuses on consumer, technology lovin’ enthusiasts, and we operate from the perspective that Apple has delivered an undeniable string of hit products — MacBook, iMac, iPod, iPhone, Mac OS X, iTunes, iPhoto, iMovie — and where those obvious winners end, the company delivers under-appreciated marvels like the Apple TV and Mac mini.

What’s this add up to? A lot of wicked cool products coming out of a single company. The depth and breadth makes it possible to consistently choose well-designed, high-quality products that are a joy to use. That’s why Apple gets so much play at

But we’re not totally blind — Apple doesn’t always make the most awesome and inspiring gadgets, gear, and solutions. What about cameras? Even unabashed Apple-lovin’ fans need something to take photos and videos. What about speakers and home media solutions? Even Apple sometimes has market bombs — remember the iPod Hi-Fi? What about kicking back and shooting some wicked alien ass? The big three consoles are hard to beat for that . . . and besides, they’re evolving into home media centers, and it’s not just Blu-ray, but Netflix streaming, and so much more.

Basically, is for Apple fans who don’t like to limit themselves to Apple. But hey, we’re not snobby — cool tech is cool tech, and the more the merrier. Where it makes sense, where it’s fun, where it’s simply wicked cool, we’re gonna cover it.
Here’s a list of our current categories and their areas of focus:

  • Apple Action — news, industry, people, and the company in Cupertino
  • iPhone-iPod — greatest phone ever, greatest player ever, greatest integrated online media store . . . ever
  • Mac — MacBooks, iMacs, Power Macs, Apple Displays, Mac OS X, Software
  • Camera & Video — the most noteworthy cameras, camcorders, and putting it all together
  • Connected Home — HDTV, audio, rooms, and living connected
  • Console Action — covering the console worlds: PlayStation 3, Xbox 360, and Wii
  • Gear — covers gear and gadgets
  • Envy — things we wish were designed at 1 Infinite Loop
  • Desirous — tech, design, and gear beyond the Apple world that still inspires Apple-like lust


In the interest of full disclosure, is supported by a variety of advertising programs. The ads are often text or graphic based, and they often key off of the written content for relevance. Some relevant ad links will be placed at the bottom of posts, linking to appropriate sites where referenced or related items can be purchased or explored.