The new and useful Mailbox for all Apple devices is backed by a unique marketing campaign that makes the app appear a little bigger than it really is.
Once you are allowed to download the free app, a left swipe in Mailbox for iOS brings up more and simpler options than standard Gmail— but it’s not for everyone.
Mailbox is for a certain kind of person who does all email on Gmail and does it on Apple devices, but especially the iPhone.
The certain kind of person is the one who needs a clean email inbox, who just can't bear to see email actually showing on her screen. She calls this "inbox zero" and it is more important (to her) than an excellent beauty-salon attendant.
Doing all email on Gmail is probably pretty common these days, although I am surrounded by people who still cling to the 20th-century technology (and inbox size limits) of the big old server here at Life. And of course people with iPhones are special, aren't they?
Anyhow, for these people, Mailbox is being described as better than perfect.
What it does is to basically lay over the Gmail functions and let you make instant (and very difficult to reverse) decisions about each message that comes into your inbox.
Display the message header, give a short swipe right and it's gone instantly to archive. A quick left swipe means you want to delay dealing with the message, and brings up options such as six hours, a day, later at night, or even on the weekend.
And so on. An inbox with a dozen messages can be emptied in 10 seconds, but the problem is that you haven't read or dealt with the email. Some people will come back to read and answer all the delayed messages; many won't.
Mailbox is being pushed via an ingenious plan that makes you "stand in line" to get the free app. Presumably, the app-makers adapted Apple's own strategy of creating line-ups for its products, on the shaky theory that if you have to queue for something, it must be pretty great.
Like many things Apple, Mailbox is a slick app that does even more than it says, but it's not quite as great as advertisements for it claim.
You can read up about Mailbox and get in line for it at www.mailboxapp.com or go directly to iTunes (goo.gl/mb4hv).
About the author
- Writer: Wanda Sloan