'i' Missing in Apple's Watch

Apple Inc.'s Tuesday launch was a marketing extravaganza stuffed full of gadgets, corporate hyperbole and celebrities of every stripe. One thing was missing: the "i" in front of the Watch.

The company that spends hundreds of millions of dollars marketing and advertising its gizmos does not do things without careful deliberation. Some branding experts say Apple chose that foreshortened appellation both to distinguish its first new device in four years and send a message to the public that it was moving into new territory.

Others say the absent alphabet may signify the Watch's positioning for now - as an accessory and companion to the iPhone, which it requires in order to work, rather than a product that exists on its own merits.

Apple did not respond to a request for comment.

"They are looking down the road," said Robert Passikoff, president of Brand Keys, New York- based brand research consultancy. "The watch is going to be an adjunct to a lot of other things that will still have the 'i' attached to them. All of this wearable technology stuff really isn't stand alone."

“It becomes more of an app attachment than a single product," Passikoff said.

But the Watch may carry higher stakes for the company and CEO Cook.

Cook, who has laboured for years under the shadow of his legendary predecessor Steve Jobs, on Tuesday kept the Watch for last, unveiling the first device to be developed under his tenure with a hint of emotion in his voice. Before the unveiling, he had stressed the historic significance of the Flint Centre venue - where a young Jobs unveiled the Macintosh decades ago.

Now, the company that waded into smartphones in 2007 and tablets in 2010 is again venturing into unfamiliar territory, though this time the inherent demand is less than certain. IT research outfit IDC experts predict around 42 million smartwatches will be sold in 2015; Apple sometimes sells that many iPhones in three months.

The financial impact for the company remains unclear, but analysts say the success of the Watch will help restore some shine to its dimming reputation for innovation. In past years, Apple had appeared stuck in an iPhone product cycle, with a new version typically launched in the second half and a more complete redesign only every two years.

That elevates the importance of the timepiece. Marketing chief Phil Schiller once said in court that Apple's strategy, which spends hundreds of millions of dollars on ads, is to "make the product the biggest and clearest thing in advertising."

"It is a new era," said Ellen Leanse, a brand strategist and former senior Apple executive. "It was a highly confident move that signals, pardon the pun, watch us."

"It would have been trite to call it the iWatch. It would have been looking backwards," she added. "This could pave a new path for a product family" like the Macintosh.

Cilic crushes Nishikori to claim US Open title

Marin Cilic of Croatia and Kei Nishikori of Japan hold their trophies after Cilic won

Croatia’s Marin Cilic swept past Japan’s Kei Nishikori 6-3 6-3 6-3 to win the U.S. Open on Monday and reach the pinnacle of the sport one year after a doping ban kept him out of the year’s final grand slam.

The big-serving Croatian overwhelmed a weary Nishikori in one hour, 54 minutes to clinch a ruthless victory and deny his 10th-seeded opponent’s bid to become the first Asian man to win a grand slam.

With the win, 14th seed Cilic becomes the first Croatian to win one of the sport’s four grand slam championships since his coach Goran Ivanisevic celebrated a Wimbledon victory in 2001.

“This is all hard work in these last several years and especially this last year,” said Cilic. “My team has brought something special to me, especially Goran, we were working really hard but the most important thing he brought to me was enjoying tennis and always having fun.”

“I enjoyed my best tennis over here and played the best ever in my life.”

The final marked the first time since the 2005 Australian Open that at least one of tennis’s big three of Novak Djokovic, Rafa Nadal and Roger Federer was not playing for the title.

The two players walked onto the Arthur Ashe Stadium court under overcast skies and much more forgiving conditions than the sweltering heat they faced through much of the fortnight.

While both men were playing in their first grand slam final it was Nishikori who displayed more jitters as Cilic quickly found his range and unloaded on his helpless opponent by blasting 17 aces to Nishikori’s two.

Nishikori had his opportunities with nine break chances but could convert just one while Cilic was five of 11 and enjoyed a 38-19 edge in winners.

“It’s a really tough loss but I’m really happy coming to my first final,” said Nishikori, who appeared to run out of gas after beating three consecutive top-10 opponents and having to endure a pair of five-setters. “Sorry I couldn’t get a trophy today but for sure next time.

“It was a really fun two weeks here. I hope I can be coming back next year.”

‘PRETTY NERVOUS’

Cilic had Nishikori on the back foot from start to finish, speeding through the opening set in 33 minutes.

The 14th seed, using his huge wingspan to reach out and bash forehands across court and a booming serve to score easy points, again had an early break in the second and added another to go up 5-2.

Nishikori mustered a fightback to score his only break of the match and close to 5-3 but the relentless Cilic broke right back for a 2-0 lead killing any momentum his reeling opponent was building.

With a maiden grand slam within sight, Cilic kept his foot on the gas and grabbed an early break in the third.

The only nerves Cilic would show came when he double faulted on his first match point.

But it was only a momentary lapse as he buckled down and finished off a reeling Nishikori with a backhard winner before letting out a mighty scream as he fell onto his back and raised his arms in celebration.

“You never know when the nerves are going to kick in,” said Cilic, who returned to competition last October after a four-month ban for what he always maintained was the result of ingesting a banned substance through a tainted supplement.

“I think both of us were pretty nervous in the first set especially.

“Everything I was working for and dreaming came today and I feel for all the other players that are working hard, I think this is a big sign, a big hope that if you are working hard things are going to pay off.”

Motor racing-Former F1 champion Michael Schumacher leaves hospital for home

Michael Schumacher has left hospital to continue his recovery at home but the former Formula One champion faces "a long and difficult road ahead" after his skiing accident last year, a statement said on Tuesday.

"Henceforth, Michael's rehabilitation will take place at his home. Considering the severe injuries he suffered, progress has been made in the past weeks and months," said the brief statement issued by manager Sabine Kehm.

"There is still, however, a long and difficult road ahead."

A spokesman for the university hospital in Lausanne confirmed the 45-year-old German, a seven times world champion, had left.

Schumacher suffered severe head injuries in a ski accident in the French Alps in late December and was transferred to Lausanne in June after emerging from a coma. He underwent treatment to stimulate his senses in a specialised outdoor section of the hospital shielded from view.

Hamilton Won Italian GP with Italian GP; Roseberg blinks makes him 2nd

Lewis Hamilton pressured Nico Rosberg into a mistake and overtook his Mercedes teammate and rival to win the Italian Grand Prix on Sunday, adding another chapter to their heated rivalry.

The key pass came about midway through the race as Hamilton had recovered from a poor start to pull up right behind Rosberg.

Clearly feeling Hamilton’s presence behind him, Rosberg drove straight through the Monza circuit’s first chicane at the end of the main straightaway and was slowed as he slalomed through obstacles.

All Hamilton had to do was stay on the track and he easily passed Rosberg and then cruised to his sixth victory of the season and 28th of Formula One career. Hamilton also cut Rosberg’s championship lead from 29 to 22 points with six races remaining.

Rosberg crossed 3.1 seconds behind, and Felipe Massa of Williams was third, a distant 21.8 seconds back.

Valtteri Bottas in the other Williams finished fourth and Daniel Ricciardo of Red Bull was fifth.

Ideal conditions

It was a disappointing day for the Ferrari drivers before their home “tifosi” fans as Kimi Raikkonen finished ninth and Fernando Alonso’s race ended midway through due to a technical problem that resulted in the Spaniard pulling to a stop at the end of the main straightaway.

Conditions were ideal, with skies clear and the temperature at 25 degrees Celsius (77 Fahrenheit) inside the royal park that contains the track.

Hamilton and Rosberg qualified 1-2 and fans had anticipated a battle between the pair at the first corner.

At the Belgian GP two weeks ago, Rosberg finished second after crashing into Hamilton early and sending his teammate out of the incident-packed race.

But at the start Hamilton had a technical problem and dropped to fourth heading into the first chicane behind Rosberg, McLaren’s Kevin Magnussen and Massa.

Hamilton rebounded by passing Magnussen with Massa’s help on the fifth lap then overtook Massa around the outside through the first chicane on lap 10 and began to reduce Rosberg’s lead lap after lap.Meanwhile, Rosberg lost time when he drove straight through the first chicane on lap nine — a harbinger of things to come.

Up next is the Singapore GP in two weeks time.

Serena Williams makes it three in a row at US Open

Serena Williams won the 18th Grand Slam title of her career on Sunday, beating Caroline Wozniacki 6-3, 6-3 to claim a third consecutive trophy at the US Open.

Williams joins Martina Navratilova and Chris Evert in the record books.

That pair of legends was on hand at the trophy ceremony to present Williams with an 18-carat gold bracelet to mark her achievement. The winner also collected 3 million dollars in prize money and 1 million dollars for winning the North American run-up series points race.

“It’s really a wonderful feeling,” said an emotional Williams. “It feels great.”

“I could not have imagined it working out any better,” she said. “I couldn’t have asked to set this record at a better place.” Williams described Wozniaki as “a great friend,” who “knows the struggles I’ve been through. We text every day.”

“Congratulations to Serena, she really deserved it today, She played better than me,” Wozniacki said.

“She’s such an inspiration on and off the court. You’re an unbelievable friend — and you definitely owe drinks later.”

Williams and Wozniacki got off to tentative starts on serve in the opening set, with a run of breaks finally halted as Williams took a 5-2 lead.

Woznaicki saved a set point in the eight game before Williams claimed the set 6-3. Wozniacki managed only one winner in the set, an ace in the fourth game.

Williams began to make a big impact on serve in the second set after starting with a break. Wozniacki served up her only love game of the afternoon for 3-4, with Williams then catching her flat-footed to take a 5-3 lead.

The top seed closed out the record-setting victory a game later when Wozniacki fired a backhand long on the first of two match points.

Williams then fell to the ground in joy and shock before starting her victory celebration.

Sania Mirza-Bruno Soares clinch U.S. Open mixed doubles title

Sania Mirza clinched her third mixed doubles Grand Slam crown as she and partner Bruno Soares overcame a few anxious moments in the match tie-break to win the US Open here on Friday.

The Indo-Brazilian pair, the top seeds, squandered five championship points before registering a 6-1, 2-6, 11-9 win over USA’s Abigail Spears and Santiago Gonzalez of Mexico. The match lasted exactly an hours.

After breezing through the first set, the way they did throughout the championship, Sania and Soares surrendered the second meekly.

In the match tie-break, the top-seeded combination got their act together, racing to a 9-4 lead. Spears and Gonzalez put up a fight to make it 9-9, saving five match points. However, helped by Soares’s serve, the No. 1 seeds took the next point and it was all over when Spears hit the ball long.

It was the first time Sania and Soares were playing together.

“Playing with him is a lot of fun. He did not play with me all these years and I don’t know why,” said Sania. She also confirmed that the two will team up for next year’s Australian Open.

Sania’s third

Sania’s previous titles came with compatriot Mahesh Bhupathi, the duo winning the Australian Open in 2009 and French Open in 2012.

It was Soares’s second US Open mixed doubles crown.

In 2012, he won the title along with Russia’s Ekaterina Makarova.

On Thursday, Sania and Cara Black of Zimbabwe, the third seeds, lost in the women’s doubles semifinals to the unseeded Swiss-Italian pair of Martina Hingis and Flavia Pennetta 6-2, 6-4.

Makarova, Vesnina win US Open doubles title

Makarova and Vesnina also won the 2013 French Open.

Ekaterina Makarova and Elena Vesnina won their second Grand Slam women’s doubles title, ending Martina Hingis’ run at the U.S. Open.

The fourth-seeded Russians rallied after losing the first set to beat Hingis and Flavia Pennetta 2-6, 6-3, 6-2 on Saturday night.

“Definitely, it was so amazing,” Makarova said. “I’m just so happy. It was a great two weeks for me.”

Makarova and Vesnina saved three break points to hold and then won the next two games to clinch the championship.

Playing doubles in her latest comeback from retirement, the 33-year-old Hingis was in her first major final since the 2002 Australian Open. She has won nine Grand Slam doubles titles to go with her five major singles championships.

“It was an incredible journey,” she said.

Makarova and Vesnina also won the 2013 French Open.

Makarova was routed by No. 1 Serena Williams 6-1, 6-3 on Friday in her first major singles semifinal. She and Vesnina beat Williams and her sister Venus in the quarterfinals in doubles.

Vesnina said she ran into Serena Williams in the locker room Saturday morning and the 13-time major doubles champion asked if she was playing in the final that day.

“She looked straight at me in my eyes she’s like, ‘Go for it, because you really deserve it,’” Vesnina said, still a bit in awe.