Mystery application = white iPhone???
Any chance???
Err... never mind.
iBumper?
I kid... I kid...
In all seriousness... I agree with those that say iPaint or maybe even iDraw. My reasoning is simple...
Apple is on the warpath against Adobe on Flash.
What's the easiest way to tackle that? To take it right to Adobe's doorstep and provide a way that's easy for competitors to simultaneously adopt and implement. Apple showed some "recent" proof of concept capabilities for Safari, and my gut tells me those animation capabilities are merely the tip of the iceberg.
It'd also help dramatically if there was development tools available to push Apple's goals for HTML5. They control *1* of the platforms in Webkit to deliver it, a platform that's adopted by a few others in the real world. After seeing the demo's that Apple showed for transitions that Safari supports, suffice it to say... increased and expanded capabilities for Ajax-frameworks = a high priority seemingly for Webkit going forward, and those features are right in the wheelhouse of where Flash is at today. The OpenGL ES-based web standards for gaming/rendering are, similarly, in the same realm as well. Apple seems keen to tackle both.
So... here's what I think is going to happen.
We're going to see the first fruits of this attack with an iPaint/iDraw in iLife, along with an improved featureset in iWeb. I think that the iPaint/iDraw app. will also bring benefits in that it'll allow Apple to create an integration with iWork apps. to provide a vector and bitmap editor that is compatible out of the box, and integrated in the ability to pass content back/forth between the 2. Buy an iLife/iWork bundle, the apps. will sync up right out of the box and you can drop bitmaps and drawings right into Pages, integrate them into Keynote presentations, and even include them in Numbers.
In a way, this looks harmless to Adobe right now because they're just iLife apps. It's not a Web Studio Express or Web Studio Pro that suddenly starts getting Adobe to squirm a little when looking at Dreamweaver. iWeb, thus far, has been one of them "Awww, how cute... they've dusted Claris HomePage off and given it some new features." vs. it being any kind of threat for anything Adobe's put out. It's not a MacPaint Pro that takes itself directly into Adobe Fireworks' wheelhouse. It's not a Dreamweaver alternative that brings full Ajax animations via MooTools/JQuery-like libraries.
Yet... my gut tells me that both will be coming.
If Apple wants to take it to Flash... the easiest way to do so is to drive the standards bodies to adopt their innovations. If they provide the delivery methods that make an open-standard compatible with Flash, the W3C is almost assuredly going to adopt it. Especially since it's part of an open-source web browser platform that various other products are embracing. If it was Microsoft providing IE-only functionality on a tightly-closed platform it'd be one thing, but adding to an existing open-source platform that came from the open-source community and giving back... makes it a lot easier for Google, Nokia, Samsung, Opera, KDE, Gnome, Microsoft, and others to adopt it.
In terms of web design, Apple hasn't ever really delivered. That's going back to the Claris days. iWeb, similar to Claris Homepage, is geared more towards the low end user vs. the person that adopts something like Dreamweaver. Apple hasn't always generated very good code here, and that's something that most definitely would need to improve. Yet for a company that can nail ACID compliance, I think it's high-time they deliver on tools that build to that same standard, and maybe even supercede it by pushing the whole market in terms of web-based innovation. A move like this could very well be it.
Yet... what better way to attack Flash by providing a site design platform that gives you all of the capabilities of Flash but via a slick UI that makes animated and interactive sites and epublishing tools right there at your fingertips, easy, and affordable to implement? Think of Web Studio Pro (Design Studio Pro, Mac Publish Express and Studio, whatever you want to call it) as a sort of two-pronged tool that can do RGB-based eBook designs and layouts (which with many print publications thinking iPad's are a wave of the future and that print is dying, Apple would be giving them the tools to do so on the iPad and iPhone and Macs themselves), but can also generate websites that operate like a Flash site (integration with iMovie or Final Cut Express/Pro for video = a no-brainer), or that provide the necessary functionalities to get the video tag to where it needs to be to render Flash pointless in this vain. Full-screen HTML5 video rendering, playback scrubbing via a playhead in-browser, etc. are all things that need to be brought to the table... and Apple has the resources to get it there.
The more Apple drives this... the better off their snubbing of Adobe on Flash will look. I mean, Google could do just the same as Apple... but uniquely, with their choice to give Adobe an outlet, they've made the HTML 5 video tag less of a priority for them than it is Apple. Google called Apple's hand on this one, and it's up to Apple to deliver this functionality... not Google. If Apple builds it, Google will come (if it's equal or better than Flash)... but if Apple doesn't, there's no incentive for Google to extend and embrace nor help Apple out of this situation.
The above move would literally redeem Jobs' draconian ham-fisted amongst those that have bemoaned his stance because what they felt was the better technology, to date, isn't quite ready. Apple needs to change that to save face. It'll also force Adobe's hand simply because they will *HAVE* to embrace similar technology in Dreamweaver going forward or face watching Apple steal the market completely from under them in that space, esp. if their alternative comes out cheaper, more robust, more intuitive, and more empowering. Adobe will also be forever tied with the competition to provide an alternative to the iPad and woo people back, an alternative that has a hefty disadvantage as entrenched as the iPad has become in sales in a short time. The longer Apple waits to deliver on all of this, the more chance they give on the competition to catch-up and for Flash to regain the momentum with the publishers.
All above... the quicker Apple hedges these bets, gets the tools out there, delivers the tools at a lower price that makes it a no-brainer to drop some impulse-buying cash on a new app. that promises the moon and stars... and the easier Apple makes it to integrate into a Final Cut Express/Pro framework and heck... maybe even Logic, the easier it is for Apple to provide end-to-end tools for the forthcoming digital publishing revolution. At this juncture, that revolution is pretty much up in the air. Will it stick to the standard desktop publishing apps., will it rely on Flash-based delivery, or will it go to an open-standard that at least as of this moment... isn't quite ready. Microsoft has been known to leverage their leads and drive the market, drive the W3C to assess and adopt similar functionality. In Apple's case... not only could they drive the technology that takes it all there... they'd integrate it into a platform that makes it's widescale adoption as well as the W3C's adoption more of a no-brainer. They can even take a tip from Google with Gears and roll out with open-source plugins (themselves based on Webkit's source) as "Christmas gifts" to Mozilla, Microsoft, and Opera to get them up to speed until they can roll the code in themselves. If Apple gets the W3C to adopt it, you can bet that Mozilla and Opera at least will. I think Google would do so just to show that they're as open as they say they are and just to keep pace with Apple.
iWeb and iPaint would just be the consumer push in that direction. Yet considering the longstanding efforts to provide a consumer -> prosumer/pro apps., it makes sense to me. Apple also already has a group of developers with paint program experience having the people that helped create TIFFany for OpenStep years ago. Having the amount of time Apple has taken on iLife (which skipped a year), I expect that could've freed Apple developers to push things significantly further, but I don't know how much further iLife needs to go for consumers, and I think that, a few updates and tweaks and improvements to an already fairly solid app. base could push the way for Apple deviating some of those resources into the pro market apps. even as they integrate some of those fruits into revitalized and improved iLife apps.
I'm not saying that they'll be announced on the same day... but I'd not be surprised if Apple doesn't announce something similar to this strategy soon, nor would I be shocked if a Fireworks killer and a Dreamweaver killer that push Apple's desires and agendas and bring the fight to Adobe over Flash aren't in the cards. If not... then Apple's seriously going to eat crow in the future if Adobe gets Flash and Air to play well and play efficiently on Android.
Apple has put their foot down over Flash, now they need to either deliver the better mousetrap or suck it up and accept that they were wrong just as their competition seemingly jumps on Adobe's bandwagon. Right now, I have to say advantage Adobe because it's pretty well accepted that the Video tag isn't ready for primetime... yet... but you know that if Apple brings out an HTML and Ajax alternative to Flash in Webkit, Google is liable to adopt it (they like open standards, adopting the Apple standard breeds compatibility for Android, likely a potential compatibility outlet for WebOS, for Chrome, ChromeOS, Konqueror/KHTML, etc.), most Webkit-enabled phones are liable to adopt it, and there's possibility that the W3C would adopt it. If the W3C does, my gut tells me Microsoft, who has vaunted HTML5 support (though on what level) would have to as well.
Keep in mind... just such a Web-based Publishing Tool could also have an export as iOS application with the ability to integrate with Ajax code and/or PHP, Ruby, Python, etc. For those wanting to see an Apple iOS app-maker... that could be part of iWeb going forward (more likely creating simple widgets) as well as a pro-level tool such as this (that could tap into bigger frameworks and even allow coding in those languages from inside the app.). Jobs once harped about how HTML5 was a great "open" development platform that the iPhone/iPod Touch and iPad and Macs support, all of the above moves could fall right into that as well. Throw that cloud-based data center in NC into the mix (what it's for is anyone's guess but something tells me it's built pretty large for a reason)... it might be a bit elaborate, but I almost feel it is a MUST do for Apple at this juncture.