Fake Steve Jobs:

Yes, there will be a backlash. Wait until you see what the mobile phone guys have planned. Like Nokia. God love those Finns, but they never met a button or a switch that they could resist. They’ll load their devices up with every possible feature and they’ll create a software interface that nobody can understand, and for reasons I don’t understand, weird people all over Europe (the artsy kind wearing too-small jackets and scarves wrapped around their necks) will embrace this clusterfuck of useless features and impossible operating design as a new breakthrough.

Not us, though. We’re going to keep driving toward even greater minimalism. My goal is to have zero buttons. Zero visible screws. Just nothing at all on the outside. Perfectly smooth surfaces. Remember the Pet Rock craze in the '70s? That was a huge inspiration for me. People spent a fortune buying those little rocks, just because everyone else around them was doing it too. Huge lesson in that and it led directly to the founding of Apple in 1977. My pet rock — I call him Frank, after Frank Gehry — still sits on the desk at my office. Kind of a reminder of what our company is all about.

Bruce Sterling

Yeah, it's incredible how much power [the real Steve] Jobs has, isn't it? Even when his company's on the ropes, if he says, "It'll be translucent, blob-shaped and in lickable candy-colors," people from Toledo to Taiwan just go for it. Whereas, if an iPod or iPhone's got no buttons, all of a sudden buttons are like leprosy. You can "backlash" the Reality Distortion Field, but you're better off not trying.

Projects Watch Designer Daniel Will-Harris

Minimalist designs like the iPhone are quite beautiful, but also, in a way, invisible. They become frames to the content. But fashions in design are always evolving, and what's cool now may look dated, or at least "not new" in a few years.

I see a time when devices have a standard core of electronics designed to be placed into a wide design of cases tailored to your specific needs and desires. These cases would be offered by the device manufacturer, and also by third-parties who are given the open specs for creating a case. Think software skins, but as hardware. You could get a custom device case that specifically is molded to your grip, or is shaped like your favorite pet pygmy hamster. Maybe you want your device to be made of waterproof soft orange silicone, or milled out of hard cold malachite.

Now with rapid prototyping machines [and other new techniques], mass production doesn't have to mean endless sameness, it can mean endless variety. Sure, there will always be those who want what Madonna is carrying (and knockoffs will be easier and cheaper than ever). But customization and personalization will let you make devices more uniquely your own.

Yves Behar, head of fuseproject design firm:

Rather than going with a trend—minimalism vs. a more showy design—we're gonna get much more diversity. Companies will have the opportunity to be unique. The hope here is that there is opportunity that is taken by tech companies to create their own direction, create their own ethos recognizable, one from the other. Wired Magazine created something like this from the start, a unique look. Whether you like fluorescent colors or not, it's that kind of individualism or uniqueness, eclecticism. Hopefully this is something we'll see happening more. Living in a trend-driven environment with everything being matchy matchy isn't very interesting.

When Levy went to Newsweek, I wondered if his famed Apple access would follow him. With Fake Steve, reading columns like this, it's a safe guess he may not want any additional access that may come with the weight of Newsweek. He's a horseman, but I hope he keeps that outside, mainstream perspective that our whole little world of gadget review is a ridiculous one. [Peter Kafka's Brain]

Third, it is made of cotton, rather than woven from the finest black carbon nanotubes harvested from the backs of cybernetic sheep. Available in small and medium sizes, the only reason we can think for this not coming in size L and above is so that no one buys one for Real Steve and he gets so pissed he shuts the company down. Only $20. [Indie Tech via Gear Fuse]

The only companies that join consortia are the ones who are too stupid or shitty to make a great product on their own. It's like, Hey, we've got forty spazzo companies that can't fuck their way out of a paper bag; let's put them all together and maybe they'll magically become some kind of big bad powerhouse.

There are, of course, numerous cons to the singular "hand of God" approach, but the problems with consortia that FSJ lays out are real. It's hard for everyone to agree, and rarely do all involved push for the "greater good" at their individual expense. It might be different this time around, but with so much at stake, martyrs for the Alliance probably won't exactly be lining up. And oh yeah, there's no phone to wrap our hands around yet. [FSJ via Daring Fireball]

[Yanko Design]

Whether or not this means we will see Lyons adorn full costume remains up in the air. But like our mom always said, "if you are going to pretend to be one of the most powerful technology executives in a fake blog and then find yourself called out by the NY Times, don't chump out." Bust out the full keynote presentation and we'll pick up a copy. [press release via macworld]

Despite being in love with other gadget sites, and hating fellow-Gawker blog Valleywag, Fake Steve Jobs has always been very decent to me. He returns my emails, and is timely and cordial about it. I bought some T-Shirts, and a mug. I like his work, like we all do. This week, after some site sent him an email with a image that would log its downloader's IP, Fake Steve is kind of on the run, and lashing out against Valleywag (who didn't pull the nasty email trick, BTW) and others who are seeking his identity. He seems, to me, scared and offended. I don't blame him. I'd want to remain anonymous after saying all those things about so many people, even in character.

But I'm not sure how much longer that can happen. I mean, someone at blogger knows who he is. If not someone at blogger, someone who hosts his email. Certainly, the Wired.com EIC who cut the sponsor checks for the blog does. This can't stay a secret. Many commenters on FSJ's blog and on other Mac sites repeatedly make the comment that everyone on the internet should claim they are FSJ, just as the plot went in Spartacus. That would work, except FSJ is exceptionally smart, and the majority of the commenters on the internet leave very stupid comments. No one would believe it.

So what will happen to Fake Steve when the people he's called Goatberg, Sodomite, and worse, know his identity. If he's a tech writer, isn't that going to be pretty painful to have to deal with people at Microsoft, Apple and publications like the WSJ? Very awkward. And um, what is Real Steve thinking about right now? Is he enjoying the rise and fall?

Fake Steve, here's hoping for the best, whatever that might be. In your words, Namaste.

OK, gumshoes, you have your clues. Who is he? He's more influential than the real thing, so inquiring minds want to know. My guess: Ed Begley, Jr. –Adam Frucci

Business 2.0 [Tech Digest]

You like the Steve Jobs? You hate the Steve Jobs? We gave you the textier version yesterday, now here's a clip of his All Things D appearance, in full technicolor moving picture, for you to comment on in your own special way. – Wilson Rothman

Jobs on YouTube Weirdness, Windows Love and "Fake Steve"

Even though Real Steve doesn't seem to be in any real trouble, Fake Steve is running a campaign to Free El Jobso from the tyranny of the SEC.

The first organized show of support is going down at WWDC, 2007, the week of June 11th. Just buy a FREE STEVE T-shirt, with or without an image of the fearless leader on front, and wear it to Macca. (Get it? That's "Mecca" mixed with "Mac"...haha?)

Unfortunately, no black turtleneck version.

The gang and I have a few on order, along with some mugs and a baby seal. A call to arms, backed by solid product merchandising and marketing? Maybe those theories about Fake Steve's blog being written by Real Steve have more truth to 'em than previously imagined.

Of course, what would Real Steve want with a few measly bucks from T-shirt sales? I still think it's Leander, no matter how much he denies it.

...I'm not sitting here Friday night trying to figure out who FSJ is...– Brian Lam

Fake Steve [FSJ]

Then, this message:

We're havng a diner 2 celebrate at John Bentley's in Wooodside tonght. and Ill be honorst, were getting a little buzzed om super expnsive wine. But itsgood blow ff steam once on a while. ths is relly a special time 4 a[ple. Jon Ive just told us that if you put 100 million iPoods end 2 end, they wd encricle the globebe 13 xtimes. Amazing. Speaking of amazing, i type ths whlala whow whole massage on my iphone usissins using its touchchcscreen keypayd and adaptiona adaptiv typeing and it worksss greeeat.

Don't even get me started on this post about what happens to the poor baby seals when you buy Dell.

Let's pray he's wrong...about the iPhone keyboard.–Brian Lam

From dear reader Toki-chan [FSJ via Leander and Pete at Cult of Mac]

Who would win a stare down contest, Anna Wintour or FSJ? What would happen if FSJ became fashion editor at GQ?

It's a brilliant move by each party, but beware RSJ's spinning beach ball of death. –Brian Lam