Love it or hate it, it’s clear that the unveiling of MobileMe in yesterday’s keynote signals big changes ahead for .Mac.

It needs some kind of change. Regular Hawk Wings readers will have seen .Mac come in for a lot of stick (and the occasional bouquet).

I spent this morning (while supervising a Greek exam) reading coverage of the announcement from the big-hitting Apple news sites. Most of them just rehashed the press release from Apple. Fair enough, and a sign perhaps of how little there is to know. It’s hard to have an informed opinion in the absence of any real evidence beyond the hyper-polished demonstration in the keynote, the very attractive screenshots on Apple’s MobileMe teaster page and the Apple MobileMe Screen cast .

Still, a lack of real experience with the yet-to-be-launched service didn’t stop some people speculating.

The tin-foil hat brigade were out in force. I read somewhere that MobileMe is a branding rip-off of the ill-fated and much-despised Windows ME. You be the judge:

Further, it was suggested elsewhere that the move from mac.com to me.com is an part of an intentional “de-mac-ifying” of Apple, an attempt to pitch the service to Windows users. Some fear a loss of tribal identity will follow.

Myself, I am inclined to be cautious. I am going to wait until users get a chance to experience the service for themselves before venturing a view on whether (or not) this will be .Mac’s much-needed shot in the arm.

Amidst the frenzied speculation, two articles stand out from the rest of the pack. First, Dan Moren’s article on MacWorld is a very fine piece.

He provides a history of Apple’s online services, including its early life as iTools. I was still hacking away on a PC in those days, so I read it with interest and profit. You might find it interesting too.

We won’t know the future until July, but we can at least bone up on the past, and so get a better sense of where we are going. Nice one, Dan.

Productivity Bodhisattva (wikipedia ) Merlin Mann also does a fine job of carefully balancing up the pros and cons of the move in his post today. There are things he likes, but he is also willing to put (IMHO) the key question: Great that it looks nice (it does), but “Will stability and reliability of MobileMe greatly improve over .Mac?”