Apple SproutCore - know the score

Is Apple losing its cool? First it rebrands .Mac as 'MobileMe' - a name straight out of Bill Gates' Marketing Manual. It sounds like a cut down versio

Is Apple losing its cool?

First it rebrands .Mac as 'MobileMe' - a name straight out of Bill Gates' Marketing Manual. It sounds like a cut down version of the disasterous Windows M.E., the only operating system named after a fatigue syndrome.

And now, it seems, Apple is building its new web applications with a new technology developed by Charles Jolley before he joined Apple's .Mac team. It's called… SproutCore.

SproutCore is, according to Macworld.co.uk 'a JavaScript framework designed to make applications that work a lot like desktop apps.' Fine, and props to Apple for supporting an technology based on open web standards.

But the problem is that SproutCore sounds like the heart of the ikkiest of vegetables (the logo, above, doesn't help).

Or, worse, it's a new term for folk music - as in 'Tarquin's totally over his folktronica stage, now he's into pure SproutCore'.

The new MobileMe apps do look cool - and much more responsive than most web-based applications, thanks to SproutCore. But come on Apple, you're up against Flash and Silverlight - get your branding guys back from holiday and have a brainstorm.

Visit the SproutCore site

Read my live coverage of the unveiling of MobileMe

Read our latest Apple reviews