[Ads-l] tentpole

[Barretts Mail]

The English OLD (https://en.oxforddictionaries.com/definition/tent_pole <https://en.oxforddictionaries.com/definition/tent_pole>) defines "tent pole" as:

US informal usually as modifier A film that is expected to be very successful and so able to fund a range of related products or films.
‘this year's big tent-pole movie’

This meaning is echoed in Merriam-Webster. Wiktionary (https://en.wiktionary.org/wiki/tentpole <https://en.wiktionary.org/wiki/tentpole>) extends the meaning to entertainment productions in general, examples of which can be found on an iHeartMedia (https://bit.ly/2ORjdlK <https://bit.ly/2ORjdlK>) webpage.

Yesterday, the BBC uses a different meaning in “How to use seawater to grow food - in the desert” (Amanda Ruggeri, https://bbc.in/2QT6RuI <https://bbc.in/2QT6RuI>):

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The project’s concept is elegant in its simplicity: Jordan’s solar energy desalinates the seawater, the desalinated water grows the crops (and the run-off cools the greenhouse) and the crops help plough carbon from the atmosphere back into the soil. Three tentpole challenges, tackled at once.
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Other such examples exist:

1. "Security Changes Coming to Rail Transit?”
9 September 2015
Mary Helen Sprecher
https://bit.ly/2OU8p6A <https://bit.ly/2OU8p6A>

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Think the New York City subway’s omnipresent “If you see something, say something” signs as the tent-pole example of passenger-reliant security.
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2. Github comment
4 June 2014
kaipradel
https://bit.ly/2xO8W2l <https://bit.ly/2xO8W2l>

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Check out the tent pole example and it's use of a proxycall.
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3. "Apple iPhone OS 4.0: A look at the seven tentpole apps"
8 April 2010
T Fool
https://tek.io/2MUVIqd <https://tek.io/2MUVIqd>

It seems this has become a standard term within Apple.

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[Steve] Jobs referenced a laundry list of 100 new user features for the iPhone operating system, but chose to focus on what he referred to as seven "tentpole" apps.
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4. "Apple plans Siri for Mac as tentpole feature for this fall's OS X 10.12 launch"
24 February 2016
Jose Vilches
https://bit.ly/2Ocj0wk <https://bit.ly/2Ocj0wk>

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Gurman says Siri for Mac almost ready to go and will be announced as a “tentpole” feature for the next major update to OS X, which is expected to be previewed in June at Apple’s annual Worldwide Developers Conference.
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5. "The iPad Pro is about to start really competing with laptop computers”
19 August 2017
Kif Leswing
https://read.bi/2QZs9Xw <https://read.bi/2QZs9Xw>

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That's because when Apple launched new iPad Pro models June, many of its tentpole features that made it work more like a laptop were software updates.
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Benjamin Barrett
Formerly of Seattle, WA


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