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This past week, Google launched its new Flipboard-alike Currents app, but Flipboard hasn’t been standing still either. The company launched a scaled-down version of its iPad reader app for the iPhone. (Alas, it requires at least OS 4.0, so it won’t run on my first-generation iPod Touch—not that I’m really surprised.) The app proved to be so popular that the added demand took down Flipboard’s servers for a while after its release. (Something similar happened after the original iPad app was released.) I suspect Flipboard may not have too much to worry about from Currents just yet.

Meanwhile, cloud webclipper and memo pad Evernote has released a couple more mobile apps of its own. I mentioned Evernote’s new reading-format cleaner Clearly a few weeks ago, but now the company has come out with a couple of more specialized services. Evernote Food is a specialized app meant for documenting food experiences, with restaurant information, reviews, recipes, photos.

Evernote Hello “aims to modernize the standard greeting ritual.” (It’s nothing if not ambitious.) The idea is that you swap phones with the new people you meet so they can put their information on your phone and vice versa. It then stores that information linked to a picture of the person’s face so that a simple tap will call up details about who he is and where and when you’ve met. (I have to admit, this is the sort of thing that would come in handy for me given how hard a time I have remembering people’s faces. In fact I attempted to use Evernote itself that way for a while before giving up.)

According to Evernote’s founder and CEO Phil Libin, Evernote now has 20 million users, about twice what it had a year ago. and there are about 9,000 partner apps that use Evernote’s API in some way. That’s a lot of people using the cloud to keep track of their important information. The company has been profitable on its freemium model in the past, but a recent spate of expansion and hiring has caused it to dip back into the red.

The cloud is changing the way we keep track of a lot of written media—e-books, certainly, but also notebooks and even photo albums. Who knows what new innovation someone will come up with next?

 
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