WCRS
60 Great Portland Street
London W1W 7RT
+44(0)20 3128 6000

@WCRS_LDN on Twitter WCRS on Google+ wcrsldn on Pinterest WCRS on LinkedIn

Will Adobe Own The API?

Adobe has finally released an alpha version of its highly-anticipated Apollo runtime. Much has been written on the potential of this cross-platform runtime, which allows developers to use HTML, JavaScript, and ActionScript to write applications which blend desktop functionality with web connectivity, but it simply boils down to this: Apollo represents Adobe’s effort to own the API – and if successful will represent a severe curtailing of Microsoft’s power. Kevin Lynch (Adobe’s Senior VP) might try to downplay what they’re trying to achieve, but it’s clear Adobe wants developers to stop and think: “Why write desktop applications using a Windows-only (and in some cases Vista-only) API, in an inter-connected, multi-OS world?”

Adobe’s hopes for Apollo are eerily like that of Sun’s for Java, but Sun was never hot on user experience, desktop, and the web. Adobe is. Adobe’s merger with Macromedia has given it a deep knowledge of the web, and no other company has come close to the deployment success that is the Flash player. The release of ActionScript 3.0, a rewritten Flash Virtual Machine, and the intense courting of Java developers (with notable successes, including “Thinking In Java” author Bruce Eckel) represents a clear strategy by Adobe to line everything up for the last big Apollo push.

Adobe’s choice of name for this project is an acknowledgement of the challenge they’ve set for themselves, but with Microsoft seemingly faltering with Vista, battling Google, and under attack from many other corners, it’s probably not a bad time for Adobe to launch Apollo.

WCRS Tweets
  • Some fine packaging designs http://t.co/x0lg4sUUd3 via @boredpanda http://t.co/33mZsXDMUw

    23 April, 15:29:17
  • This kid is an utter inspiration. Stephen Sutton, cancer sufferer who wanted to raise £1m for charity before he dies http://t.co/QHxXHWcsBU

    23 April, 14:31:07
  • A pilot's-eye view. Photographer Alex McLean's shots from the skies http://t.co/cdMYqjM9MA via @wherecoolthings http://t.co/uiQvmkbDZh

    23 April, 14:17:48
  • Luke Stephenson goes on a pilgrimage to find the UK's best 99. Mmmm...ice cream... http://t.co/x9TH1xbQC9 http://t.co/ObTrCFXYrb

    23 April, 11:17:57
  • With it being St George's Day AND the 450th anniversary of Shakespeare's birthday, we're feeling pretty patriotic. England, we salute you!

    23 April, 09:01:18
  • In need of background noise? http://t.co/t48V2gfrpU

    22 April, 13:59:43
  • @HannahsimoneS Hi Hannah. By the end of the week. Good luck!

    22 April, 13:57:39
  • Our @BandQ ad features in @MarketingWeekEd's round up of the best Easter campaigns http://t.co/OrXao7bjjg

    22 April, 13:55:57
  • None other than @Harry_Styles' mum (@MrsAnneTwist) has recreated our @BandQ ad. Check out her 'Unleash' @vineapp! http://t.co/ZXmuhBsyGv

    22 April, 12:14:39
  • RT @GemmaAnneStyles: Easter Monday and @MrsAnneTwist has got the power... @BandQ https://t.co/ttQt5imbHB

    22 April, 11:49:53
  • Bring on the camping trip. We're bringing this! http://t.co/t6QvqVpKfR http://t.co/x1npYVX9tG

    22 April, 11:13:45
  • @LDM_USA Hi there. We don’t have specific departments within creative - we work across all mediums.

    22 April, 10:17:35
  • @viville2 By the end of this week. Good luck!

    22 April, 09:49:50
  • Guessing your Easter egg decorating didn't quite match Piotr Bockenheim's carved goose shells! http://t.co/fhRtSjUnDf http://t.co/mw4vQgxcBy

    22 April, 09:42:28
  • RT @TheDrum: Ad of the Day: B&Q - http://t.co/IRhT21w5pa created by @WCRS

    22 April, 09:39:12