51: Unjustified Confidence


  [Music] [TS]

  this is hypercritical weekly talkshow [TS]

  ruminating on exactly what is wrong in [TS]

  the world of Apple and related [TS]

  technologies and businesses nothing is [TS]

  so perfect that cannot be imploded by my [TS]

  co-host John siracusa I'm Dan Benjamin [TS]

  today is January 20th 2012 this is [TS]

  episode number 51 just like area 51 [TS]

  we've got two sponsors we want to thank [TS]

  now and later while the program is going [TS]

  vid me up calm the cool new video [TS]

  publishing platform and stripe comm [TS]

  full-stack payments tell more about them [TS]

  again as we continue are you John [TS]

  siracusa I'm doing just fine dan [TS]

  Benjamin you're still in recovery from [TS]

  our epic Goodfellas 5x5 at the movie [TS]

  show that we recorded on Monday of this [TS]

  week that didn't take too much out of me [TS]

  it's not like the Empire Strikes Back [TS]

  episode where ended at 3 a.m. so but we [TS]

  didn't start I mean it there was no way [TS]

  could've ended at 3 a.m. we started at [TS]

  noon it could have really when do you [TS]

  want to go frame-by-frame and there were [TS]

  we were talking to each other on Twitter [TS]

  saying oh man we forgot to talk about [TS]

  this one scene we get to talk about this [TS]

  other scene and it you know it was it [TS]

  wound up being like a three-hour [TS]

  15-minute show and and somehow we still [TS]

  managed to miss a lot of stuff yeah and [TS]

  then people would tell us about things [TS]

  that we didn't know at least I didn't [TS]

  even know about as I imagine if we had [TS]

  more knowledge than we would have gone [TS]

  on even longer yeah Heather it's still [TS]

  still so much that we didn't cover [TS]

  I don't think we'll do a follow up I [TS]

  don't think I mean I'm not saying we [TS]

  won't have follow up I'm saying it's [TS]

  likely we won't we'll never do a follow [TS]

  up type of show but no but that one's [TS]

  got to stand on its own yeah but if [TS]

  you're wondering what we're talking [TS]

  about you can go and listen I highly [TS]

  recommend you do go and listen to this [TS]

  movie show and that that is in the show [TS]

  notes you can go to five by five dot TV [TS]

  slash hypercritical slash 51 [TS]

  and all of the links that we mentioned [TS]

  during the course of this program [TS]

  including self referential links such as [TS]

  go listen to our Goodfellas episode [TS]

  they're all going to be there in the [TS]

  show notes and we want to say thanks to [TS]

  help spot calm guys for making that [TS]

  possible [TS]

  best help desk software in the business [TS]

  so this this show though was so much fun [TS]

  to record it was great to see you not [TS]

  bashing something for a change it's [TS]

  thrilling well you know I had a little [TS]

  Star Wars episodes in the Pixar bus I [TS]

  was on the incomparable I'm not always [TS]

  bashing things the audio was out there [TS]

  that's what you're looking for and the [TS]

  audience is listening yeah so what are [TS]

  our topics gonna be for today what are [TS]

  we talking about follow up you know I [TS]

  was planning last week I was planning to [TS]

  make this a shorter show I think these [TS]

  shows are just getting out of control [TS]

  and we need to I need to tighten it up [TS]

  my personal goal that I wanted to try [TS]

  for something shorter and okay it's kind [TS]

  of like one of those would you say this [TS]

  is a New Year's New Year's resolution no [TS]

  no it's more like my analogies like a [TS]

  sports analogy one of the I played [TS]

  tennis as a younger man and in tennis or [TS]

  any sport really funny sight say you're [TS]

  like hitting the ball a little bit late [TS]

  right right I think you drive like I [TS]

  can't I can't stop hitting the ball late [TS]

  like on my back and I keep it I keep [TS]

  hitting the ball late well the way you [TS]

  try to do that is you say alright we'll [TS]

  try hitting it too early don't try to [TS]

  hit it the right way because that's not [TS]

  working try hitting it like way way way [TS]

  too early make a mistake in the other [TS]

  direction and sometimes it's even hard [TS]

  to do that you like I'll show there's no [TS]

  problem I'll fly now I'll now [TS]

  intentionally hit it too early it'll go [TS]

  way off to the right it'll just be a big [TS]

  mess and you find you can't even do that [TS]

  or maybe when you try to hit it way way [TS]

  too early it you hit it exactly right [TS]

  you know what I mean you got to [TS]

  overcompensate so I said okay next show [TS]

  I'm going to try to end the show like [TS]

  way too early people gonna be like [TS]

  that's it you're done that's all you [TS]

  know just like very little follow-up one [TS]

  short topic that I think will ask me [TS]

  five minutes I'm going to in show early [TS]

  and then with the hopes that then that [TS]

  would would produce the shows on time [TS]

  but of course I had forgotten about the [TS]

  Apple event turning this week and so [TS]

  that's kind of out the window but I [TS]

  still I'm still going to try to tighten [TS]

  things up going for because I do want I [TS]

  do want to actually eventually have a [TS]

  show where we go okay so that's all [TS]

  you've got cheese [TS]

  not even an hour like I want I want that [TS]

  you're looking for that's your goal [TS]

  that's your new year's resolution is to [TS]

  have not a new year's resolution show [TS]

  just because the past few shows this [TS]

  year have been a little bit long and I [TS]

  want to want to tighten up but [TS]

  unfortunately with the news this week [TS]

  that's not going to happen but we've got [TS]

  plain old follow up to to go through [TS]

  you're just a little guy can't remember [TS]

  what show this was I think it was we [TS]

  were talking about controllers and we [TS]

  got off on his tangent about maths and [TS]

  one of the follow-ups mm-hmm yeah I [TS]

  think the last the last two episodes [TS]

  have in one form or another we've talked [TS]

  about maths yeah and I was trying to [TS]

  come up with a word that encompasses all [TS]

  of the english-speaking people who say [TS]

  maths and I kind of narrowed it down to [TS]

  saying that the people who live on those [TS]

  islands to the north actually the [TS]

  Northwest we were corrected by some [TS]

  people of France what's the what's the [TS]

  word for all those people and many many [TS]

  many many people send me this Khan [TS]

  Gregory Palmer gray cgp grey comm has a [TS]

  video explaining all the different parts [TS]

  United Kingdom and Ireland and England [TS]

  and Scotland and the crown and all these [TS]

  things and I had seen that video when it [TS]

  was originally put out was at the [TS]

  beginning of 2011 so I knew that video [TS]

  existed but once you watch that video [TS]

  you'll you I think you'll understand why [TS]

  I didn't retain all the knowledge [TS]

  contained in it because it is quite [TS]

  dizzying and confusing and once you know [TS]

  for the many people who sent me this [TS]

  video in fact the man himself who made [TS]

  this video sent it to me on Twitter [TS]

  along with many other people and [TS]

  immediately I saw someone respond to him [TS]

  and say you know he got some wrong in [TS]

  that video of yours so it's very [TS]

  difficult no matter who you are even if [TS]

  you've made what many people consider to [TS]

  be the definitive humorous entertaining [TS]

  comprehensive video and Venn diagram [TS]

  explaining all these terms to people who [TS]

  don't know them someone's always going [TS]

  to complain about so I put them both in [TS]

  the show notes if people want to learn [TS]

  how confusing the different terminology [TS]

  is they can go for it and the upshot was [TS]

  that the only thing the consensus was [TS]

  that if you're going to call those [TS]

  people anything go with like British [TS]

  British see anything in here I would [TS]

  have thought that British would have [TS]

  been like the wrong term that would have [TS]

  been it is the wrong term in many cases [TS]

  and people and a vocal minority did [TS]

  complain about that but this [TS]

  there's no perfect term and people [TS]

  generally Wow that that was like the [TS]

  least objectionable thing for foreigners [TS]

  to do you will you will offend some [TS]

  people apparent so I'm just gonna stay [TS]

  away from that whole region of the world [TS]

  this looks like a big mess oh yeah that [TS]

  won't that doesn't offend anybody no I [TS]

  love it when I watch a lot of like a [TS]

  travel programs that I love it when they [TS]

  have travel programs and they're in that [TS]

  region of the world and they subtitle [TS]

  people were speaking English that's when [TS]

  you know you get into the good stuff [TS]

  right then you know that even even [TS]

  though we all share this common language [TS]

  you'll never understand it this isn't [TS]

  version of I feel insulted when they do [TS]

  that I'm like come on I can follow this [TS]

  accent you know I think it's not so much [TS]

  accents like when some of their talking [TS]

  like cockney rhyming slang or slumping [TS]

  were I understand all the individual [TS]

  words but I still have no idea what [TS]

  they're saying oh yeah [TS]

  a gaming follow up I mentioned something [TS]

  about some vague memories I had from [TS]

  gaming magazines kumusta read years ago [TS]

  about the Dreamcast Microsoft being [TS]

  involved with Sega for the Dreamcast [TS]

  effort and then I said I thought they [TS]

  wanted to run some version of Windows [TS]

  and I don't know if it ever did so I'm [TS]

  kinda shoulda got this person's first [TS]

  name I always get the Twitter he'll II [TS]

  macray am eh RKA why Twitter to tell me [TS]

  that the Dreamcast did run Windows CE II [TS]

  see was consumer electronics I think it [TS]

  said before and the idea was that you [TS]

  could run Windows that you can run [TS]

  Sega's OS for your game and very very [TS]

  very few people opted to run Windows I'm [TS]

  assuming because it added extra overhead [TS]

  and it wasn't what console developers [TS]

  were used to this was long ago right so [TS]

  yes the windows a version of Windows [TS]

  actually did run on the Dreamcast and [TS]

  there was a Microsoft collaboration [TS]

  there wasn't just a pipe dream I talked [TS]

  about the classic controller the [TS]

  Nintendo classic controller which is the [TS]

  alternate controller used to play [TS]

  Virtual Console games on the Wii like [TS]

  the NES games and SNES games and I [TS]

  talked about how not be suitable for [TS]

  GameCube games well not only is it not [TS]

  suitable it's not even possible to play [TS]

  GameCube games by the controller I don't [TS]

  have a classic controller which but I [TS]

  didn't know this I thought like well I [TS]

  have those analog sticks in there it's [TS]

  supposed to you know if there [TS]

  that would be for GameCube games like [TS]

  boy I would never play GameCube game [TS]

  with the with those analog sticks but [TS]

  not to worry about that because you have [TS]

  to plug in the actual GameCube [TS]

  controller to play GameCube games you [TS]

  can't use the classic controller which [TS]

  kind of makes sense when you think about [TS]

  it because the when you're playing [TS]

  GameCube games that thing turns into a [TS]

  GameCube it ignores everything ignores [TS]

  the Wii mode ignores that's why it's [TS]

  stopped playing a gamecube game you like [TS]

  turn the thing off you can't use you [TS]

  know you can't have the Wii Remote home [TS]

  button and then you come up running you [TS]

  just basically transformed your Wii into [TS]

  a Gamecube so yes the classic controller [TS]

  won't work uh and that's how the follow [TS]

  up I have I didn't I didn't go trolling [TS]

  through my email I'm sorry if you sent [TS]

  in some email I will try to put that all [TS]

  into the next week's show if I can is [TS]

  there any particular feedback email you [TS]

  wanted me to address did you see most of [TS]

  it no I mean I think you know I think [TS]

  you do a good job of identifying calling [TS]

  out the critically important ones but we [TS]

  did I think since I'm just looking at [TS]

  this in the last what's today today is [TS]

  the 20th I think since the last show I [TS]

  mean there's been there has been a lot [TS]

  of feedback coming in about this show a [TS]

  lot which one the good fellow show or [TS]

  the this show this particular show the [TS]

  hypercritical oh yeah yeah another [TS]

  control people are still going on about [TS]

  that was that everyone's got a [TS]

  controller that they think has been [TS]

  slighted by history and is much more [TS]

  significant than it gets credit for me [TS]

  just today someone came in about the [TS]

  sidewinder uh Microsoft Sidewinder that [TS]

  accelerometer is in it uh it was like a [TS]

  PC controller I mean I all these people [TS]

  are basically right like they're every [TS]

  one of these things has some place in [TS]

  history and has some interesting [TS]

  innovation I think people get a little [TS]

  bit to hunt including me get a little [TS]

  bit too hung up on who did what first [TS]

  and who is the real leader and stuff [TS]

  like that even even though we know it's [TS]

  silly not important we all especially if [TS]

  you grew up during the console wars yeah [TS]

  like I was always saying I look at Sony [TS]

  at stealing its innovation from Nintendo [TS]

  right it's just as bad as the people [TS]

  were saying well Nintendo's stealing [TS]

  your innovation from Microsoft because [TS]

  the sidewinder had accelerometers in the [TS]

  controller long before it was a glimmer [TS]

  in Nintendo's eye so Microsoft is the [TS]

  real invader we're all a but you know [TS]

  our younger selves were all console [TS]

  fanboys and it's hard to snap by that in [TS]

  case this isn't clear I'm doing most of [TS]

  all this stuff in fun like I don't have [TS]

  I'm not serious a lot of people think [TS]

  it's deadly serious and [TS]

  you should not be so insulting to [TS]

  PlayStation players and the people who [TS]

  love that it's all in fun from the cent [TS]

  I'm sorry here if you continue to take [TS]

  this very seriously it may seem like I'm [TS]

  taking it equally seriously but I'm not [TS]

  cherub says can't we just can't we all [TS]

  just get reals ruined everything [TS]

  no we can't even agree on that we can't [TS]

  even agree [TS]

  all right so topics for today inevitably [TS]

  I will have a tiny tiny brief maybe say [TS]

  about the iPhone mute switch okay brief [TS]

  by who is nathan if i do speed summarize [TS]

  this or would you like to try to speed [TS]

  summarize it because i know you like to [TS]

  give people context like suppose what if [TS]

  they don't listen to all the other shows [TS]

  well I I and I have to tell you that I [TS]

  said that on on the last show that I did [TS]

  with Marco we do a show called build and [TS]

  analyze Marco Arment and I used to guy [TS]

  who does Instapaper and we do weekly [TS]

  show over there and we were talking [TS]

  about the mute switch and he said I he [TS]

  said something along paraphrasing I [TS]

  can't believe there's anybody in our [TS]

  audience who doesn't not not only [TS]

  doesn't know about the mute switch issue [TS]

  but who isn't almost probably already [TS]

  bored of it and then we proceeded to [TS]

  talk about it anyway for an hour but [TS]

  this is the issue just in case and by [TS]

  the way I will add that I I got probably [TS]

  a dozen emails from people saying thank [TS]

  you for providing the context I didn't [TS]

  know about it I do live under a rock and [TS]

  I appreciate you shining some light [TS]

  under that rock for me so the speed [TS]

  summary of this is on the side of and [TS]

  we're talking specifically these days [TS]

  about the iPhone 4 and 4s just just to [TS]

  kind of limit the discussion right [TS]

  there's a switch on the side of that and [TS]

  it is it is by Apple it is called the [TS]

  ringer / silent switch and by everybody [TS]

  else and probably a lot of people at [TS]

  Apple it is called the mute switch and [TS]

  if you flip the mute switch to mute they [TS]

  the phone will vibrate and the phone [TS]

  won't ring if you get a call and most of [TS]

  the other applications [TS]

  won't make any sound some still do [TS]

  including the alarm and apparently there [TS]

  was a gentleman who was in the front row [TS]

  at a philharmonic performance had been [TS]

  handed a brand-new iPhone right before [TS]

  the show someone had either he or [TS]

  somebody else had set it up for him an [TS]

  alarm had been set for some reason the [TS]

  alarm then went off marimba went off [TS]

  during the performance and apparently he [TS]

  was unaware that it was his phone that [TS]

  had been going off for several minutes [TS]

  you know just continuously going and [TS]

  going and going to the point where the [TS]

  four monic conductor stopped the [TS]

  performance and waited for the person [TS]

  which was this guy to actually turn off [TS]

  their ringer so that's this that's the [TS]

  story and the debate the discussion the [TS]

  thoughts on this are well if it's a mute [TS]

  switch should it also mute the alarm or [TS]

  not and of course there is no right [TS]

  answer everybody has their own opinion [TS]

  it's a great discussion John Gruber is [TS]

  in the opinion that Apple's is of the [TS]

  opinion that Apple's solution which is [TS]

  the alarm still makes a sound even if [TS]

  you flipped the mute switch to mute is [TS]

  the best implementation for the largest [TS]

  number of people ante not Co not [TS]

  speaking for him but he wrote two pieces [TS]

  on it and I tend to agree with him and [TS]

  that mute should be mute that it should [TS]

  work the way most of the other mute [TS]

  switches in the world work which is if [TS]

  you muted it should mute everything it [TS]

  actually should silence the whole device [TS]

  and there's lots of people who disagree [TS]

  in green various reasons why that's as [TS]

  fast as I could probably summarize that [TS]

  if you that was like when I say [TS]

  something's gonna be brief and then I [TS]

  talk for it yes it's it stops the packet [TS]

  on so if you want to actually hear long [TS]

  drawn-out discussions of this issue [TS]

  check out this week's talk show this [TS]

  week's build and analyze the I don't and [TS]

  you didn't talk about in his show right [TS]

  uh we did not discuss that we delay show [TS]

  we did we talk to mainly about the new [TS]

  Apple Education iBooks authoring thing [TS]

  though these links are in the show notes [TS]

  if you want to hear about them I'm not [TS]

  going to rehash them all here I have one [TS]

  meta point and one additional point so [TS]

  that the meta point I want to make is [TS]

  we like to think when when we're all you [TS]

  know blogging about this stuff or [TS]

  anybody's complaining about it or [TS]

  whatever even the deep thinkers the [TS]

  people who blogged about this we're [TS]

  trying to like we're trying to figure it [TS]

  out what trying to figure out is there [TS]

  is there a way that's clearly better [TS]

  than the other ways has that ball got it [TS]

  right or got it wrong and we're not just [TS]

  doing like knee-jerk I don't like Apple [TS]

  therefore Apple did it wrong or I do [TS]

  like Apple therefore Apple did it right [TS]

  well many people will accuse all of us [TS]

  of that I think we're really trying to [TS]

  think about it everybody involved and I [TS]

  think everybody involved had you know I [TS]

  forget who posted what first but like [TS]

  then someone else will post something [TS]

  that'll prompt more thoughts and someone [TS]

  else is hitting us at them they'll say [TS]

  you know I hadn't thought of that so and [TS]

  then they'll build on it and they'll see [TS]

  if that changes their opinion like when [TS]

  you Gruber brought up that he hadn't [TS]

  thought about the hardware overriding [TS]

  the software and that triggers more [TS]

  thinking and is that and he's really so [TS]

  I think we are all definitely being [TS]

  honest about this and the last time [TS]

  intellectually honest that is the last [TS]

  time I think this happened was with the [TS]

  Safari tabs the top e tabs remember [TS]

  those yes where the Apple breeds the [TS]

  beta of Safari that had the tabs like [TS]

  Chrome's tabs right there even more so [TS]

  yeah they were they were very different [TS]

  from well we had people there was this [TS]

  was a huge this was a very big deal when [TS]

  that happened yeah and it was a similar [TS]

  type of thing where was a bunch of blogs [TS]

  all trying to figure out like so what's [TS]

  the deal is it good is it bad is it [TS]

  indifferent what are the pluses and [TS]

  minuses you know a couple they were the [TS]

  first ones from you jerk like oh my god [TS]

  this is very different this is horrible [TS]

  they need to revert it back to the old [TS]

  way but we all tried to figure it out so [TS]

  this was a similar scenario but during [TS]

  all these activities [TS]

  I think everyone the readers and the [TS]

  writers alike like to think that that we [TS]

  are assessing an objective reality like [TS]

  this is the way the phone operates which [TS]

  we fear we figure out how it operates [TS]

  you know through trial and error before [TS]

  people freaking out this is this is how [TS]

  it operates and let's consider that [TS]

  reality and see what the pluses and [TS]

  minuses are and the same thing for [TS]

  alternate status well what if we work [TS]

  like this how would we feel about that [TS]

  and the assumption is that that you know [TS]

  a set of set of features and a behavior [TS]

  and then our opinion of it are you know [TS]

  are tied together like this is the set [TS]

  of behavior I'm going to think about it [TS]

  and here's my opinion on it there's also [TS]

  said a beer I'm going to think about it [TS]

  here's my opinion on and we all believe [TS]

  that you can move those around in time [TS]

  and doesn't matter because we're all [TS]

  we're assessing is the state of affairs [TS]

  or a potential state of affairs we're [TS]

  not assessing anything else in reality I [TS]

  think it's that's not quite true [TS]

  we the history the steps that brought us [TS]

  to that state are just as almost as [TS]

  important as the state itself you know [TS]

  what I mean so the the thing I was [TS]

  thinking about is if if the iPhone from [TS]

  day one came with that little switch on [TS]

  the side ah an apple called it a mute [TS]

  switch it was a hardware switch that [TS]

  like literally disconnected the speaker [TS]

  from the wires right say that was their [TS]

  their design from from day one okay and [TS]

  that at some point it changed to the [TS]

  current behavior I think that would make [TS]

  us feel different about the current [TS]

  behavior despite the fact that the [TS]

  current behavior in both both places is [TS]

  the same only thing that changes is like [TS]

  how did we get here or what is the [TS]

  history like what you know what I mean [TS]

  whereas all the discussion about this is [TS]

  like let's let's think about these [TS]

  features and no one says well do I feel [TS]

  this way about these features because of [TS]

  the the the behaviors that preceded it [TS]

  is that is that influencing my opinion [TS]

  anyway I think it is a big influence [TS]

  because had that switch always worked as [TS]

  a mute for it just to give one example [TS]

  there would be a sizable contingent of [TS]

  people and a overwhelmingly strong [TS]

  feeling that although the you know we [TS]

  would assess the current behavior on its [TS]

  merits we would say but the mute switch [TS]

  on the iPhone has always meant turn [TS]

  everything off therefore this change in [TS]

  behavior is a big change of what we're [TS]

  used to therefore it's not better you [TS]

  know what I mean like even though the [TS]

  actual be hit current behavior would be [TS]

  the same we would say but we had all [TS]

  these years but with the iPhone mute [TS]

  switch that always it was cuts call the [TS]

  mute switch it turns everything off and [TS]

  even though that's not convenient even [TS]

  though people like oh I really want to [TS]

  use it as an alarm clock that's great [TS]

  that you want to use it as an alarm [TS]

  clock but but man that's always meant [TS]

  mute and you know there would be like a [TS]

  more of a rallying cry for keep it to be [TS]

  you know a true mute switch right and [TS]

  that it doesn't make sense and if you [TS]

  think about it in terms of oh we're just [TS]

  looking at the current feature set and [TS]

  considering how it fits people's needs [TS]

  because suddenly people [TS]

  neither are you know all wrapped up and [TS]

  how it has always worked or tradition [TS]

  you know all right I think that is a big [TS]

  big factor both in the top e-tabs in [TS]

  Safari and in this mute switch is the [TS]

  history stretching out behind it and the [TS]

  potential history stretching out in [TS]

  front of it so that's the only [TS]

  definitely meta point I have to make [TS]

  about this entire debate at the next [TS]

  time one of these issues comes up I hope [TS]

  someone brings that up and goes through [TS]

  different scenarios we feel different if [TS]

  it did behave like this would be feel [TS]

  different if it had always behaved like [TS]

  that you know what I mean would if it [TS]

  had always been a mute switch what [TS]

  people have been screaming and yelling [TS]

  that they're they're missing their [TS]

  flights because it doesn't operate as an [TS]

  alarm or would they accept that that's [TS]

  how this thing works you know that kind [TS]

  of thought experiment is very useful [TS]

  when considering features like this now [TS]

  on to the actual topic itself briefly I [TS]

  was trying to come up with a criteria by [TS]

  which to judge the behavior and a lot of [TS]

  people were talking about how do we [TS]

  decide whether this is good and a result [TS]

  lot it's easy to once you've decided [TS]

  what you think is the best behavior for [TS]

  whatever reasons it's easy for a lot of [TS]

  people to say and that's even though you [TS]

  can't satisfy everybody this is the [TS]

  common case so this is satisfying most [TS]

  people and people perhaps with evidence [TS]

  like oh there's been millions of iPhone [TS]

  users and this only happened to this one [TS]

  guy the symphony it's a rare scenario [TS]

  and it's optimized for the common cases [TS]

  and this is an exception and everybody [TS]

  did that to some degree and you have to [TS]

  do that that's the way you have to think [TS]

  about it I think but I wanted a better a [TS]

  better criteria in that because we just [TS]

  don't have enough information to be able [TS]

  to make judgments editable is this the [TS]

  common case we don't have a survey of [TS]

  all iPhone users you know one story in a [TS]

  newspaper is sensational it was the New [TS]

  York Times or whatever and gets a lot of [TS]

  exposure but we have no idea what the [TS]

  real frequencies of the use of these [TS]

  things are and they the measure I [TS]

  thought was most applicable to the [TS]

  scenario is frequency of tasks the ratio [TS]

  the frequency of the task versus the [TS]

  complexity of accomplishing it and you [TS]

  want to do sort of in the Larry wall [TS]

  slash Perl language design parlance you [TS]

  want to do Huffman coding which is where [TS]

  you make the most frequently occurring [TS]

  tasks the simplest have the smallest [TS]

  number of steps and I think that is [TS]

  easier to get a handle on because and [TS]

  that's what a lot of people were getting [TS]

  out in [TS]

  roundabout way but they were just going [TS]

  to say it by by Fiat you know people [TS]

  don't go to the symphony that often [TS]

  therefore this is not a big deal and be [TS]

  the test I was thinking of are how often [TS]

  do you have to change are you in are you [TS]

  in a venue where the normal behavior of [TS]

  your phone is inappropriate movie [TS]

  theater Symphony Church you know [TS]

  whatever you know whatever thing it is [TS]

  that you that you do that's out of the [TS]

  norm that you have to a lot it's the [TS]

  time when you go oh I remember my phone [TS]

  any time they have an announcement about [TS]

  phones something up on a screen about [TS]

  foam someone over loudspeaker talking [TS]

  about your phones [TS]

  how frequently see does that happen [TS]

  versus you know the complexity of when [TS]

  you get that tickler oh I got to do [TS]

  something with my phone that's out of [TS]

  the ordinary how long does it take you [TS]

  to accomplish that thing how confident [TS]

  are you that you've successfully done it [TS]

  and the other one on the other side of [TS]

  this given the current behavior of the [TS]

  phone is the people who use it as an [TS]

  alarm clock how how many people use it [TS]

  as an alarm clock and if but the more [TS]

  important thing is if you do use it in [TS]

  an alarm clock how often does do you [TS]

  does that happen how often you interact [TS]

  with it and the thing about alarms [TS]

  especially if use it to wake up in the [TS]

  morning or something is they tend to be [TS]

  pretty darn frequent like every morning [TS]

  right you know what I mean and so I [TS]

  think where I come down on this not that [TS]

  really matters in my particular opinion [TS]

  I'm because what you said before is [TS]

  right that it really is a difficult [TS]

  problem there's no perfect solution but [TS]

  I think where I come down this is that I [TS]

  started off pretty strongly with you and [TS]

  Andy but I started to shift as I thought [TS]

  about people who do use it an alarm [TS]

  those special scenarios where you need [TS]

  to change the behavior earphone you're [TS]

  on an airplane you're in a movie you're [TS]

  in a symphony or whatever uh I think the [TS]

  ideal scenario would be make make it [TS]

  possible to make the phone behave the [TS]

  way you want in those situations whether [TS]

  that's everything silent or whatever and [TS]

  I don't care if it takes four or five [TS]

  taps because already airplane motors [TS]

  like home settings the airplane mode [TS]

  thing on right we're all kind of okay [TS]

  with that because unless you're like a [TS]

  business travel who flies every single [TS]

  day you're okay that it takes a couple [TS]

  taps and swipes and launching an app and [TS]

  stuff to engage airplane mode I think we [TS]

  would also be okay if there was a [TS]

  similar thing or engage some mode that [TS]

  has the appropriate behavior for you and [TS]

  you're confident is really going to have [TS]

  the appropriate behavior for you for in [TS]

  your movie theater and it's [TS]

  or whatever it is even if totally on the [TS]

  power button for five seconds and doing [TS]

  the swipe to shut the thing down [TS]

  whatever it is as long as as long as [TS]

  there's some way to with a series of [TS]

  taps that may be pretty complicated get [TS]

  the phone into a state where we're all [TS]

  happy with it for each of these settings [TS]

  it's okay for that to be complicated and [TS]

  that leaves the the much more frequent [TS]

  occurrence I think of the the alarm [TS]

  scenario to be sort of the default [TS]

  behavior the I'm going to use an alarm [TS]

  clock every single day and every single [TS]

  day I don't want to have to right before [TS]

  I go to bed remember to do 17 swipes [TS]

  like you're putting in an airplane mode [TS]

  when you go to bed right too much you [TS]

  shouldn't have to go through that number [TS]

  of swipes every single day before bed [TS]

  right it should be it should be simpler [TS]

  this still leaves an open question of [TS]

  how many people used our thing as an [TS]

  alarm is this actually a common case or [TS]

  so just local minority we have a dearth [TS]

  of information here we don't know the [TS]

  frequencies of these things I just think [TS]

  that's in this case that is the correct [TS]

  criteria to use when figuring out how to [TS]

  design these features I think it's a [TS]

  criteria that Apple does use to be fair [TS]

  it's not like this is some great new [TS]

  insight but that's that's what I landed [TS]

  on as how do we decide what's good [TS]

  frequency of use and complexity of [TS]

  accomplishing the task so that's it ha I [TS]

  got through the mute switch pretty fast [TS]

  Wow [TS]

  because really was exhaustively covered [TS]

  elsewhere and they just had this two bit [TS]

  stand and I will also add that your [TS]

  Hardware overriding software thing that [TS]

  was totally in the front of my mind that [TS]

  I'm glad you posted that about I'm glad [TS]

  you're you're blogging again look at [TS]

  that you write in a little blog post [TS]

  well I didn't know where else to put it [TS]

  you know yeah I wanted to I wanted to [TS]

  put it out there before the show started [TS]

  this week so that I could get a sense [TS]

  from the audience what what their [TS]

  thoughts were you know you can ask [TS]

  somebody something on Twitter but it's [TS]

  very hard to communicate it's not like [TS]

  this is that complicated of a concept [TS]

  right but you you would struggle to [TS]

  communicate your thoughts on this in 140 [TS]

  or few characters so I figured okay I'll [TS]

  try I'll put this thing out there [TS]

  I'll see what people on Twitter say and [TS]

  it'll also give my co-hosts an [TS]

  opportunity to see what I think just so [TS]

  that we can you know talk about a little [TS]

  bit more but I wouldn't hold your breath [TS]

  that they'll be more in them and movie [TS]

  is that I got love to give I just don't [TS]

  know where to put it what movie is [TS]

  I thought it was Fargo but when I looked [TS]

  for it once it wasn't Fargo chat room [TS]

  can look that up I I don't all right are [TS]

  you saying it the way because it sounds [TS]

  like something about saying only if [TS]

  someone like he's on the verge of a [TS]

  breakdown Magnolia is that what yeah [TS]

  that's what I'm thinking it is yeah I [TS]

  don't remember which character was it [TS]

  was it the same guy from Fargo what's [TS]

  his name made uh Maisie what's his name [TS]

  the main character the car dealer from [TS]

  Fargo I spent a long time since I've [TS]

  seen it but that's on the list of movies [TS]

  that I want to do for the movie show [TS]

  William H may see some people say his [TS]

  room punch-drunk wrote love now it's [TS]

  some people one person says Rock III so [TS]

  we're off the it's quiz kid Donnie Smith [TS]

  the quiz kid all right let's not turn [TS]

  this into the movie line trivia show so [TS]

  we now inevitably we must talk about [TS]

  iBooks Author okay I was it's kind of a [TS]

  crash course in getting a specific just [TS]

  yesterday and the two are let's do our [TS]

  first sponsor before you do it that's [TS]

  good can we do that you need to unplug [TS]

  anyway right yeah go for it let me tell [TS]

  you about stripe really awesome sponsor [TS]

  I'm really excited about these guys full [TS]

  stack payments stripe makes it easy for [TS]

  you to start accepting credit cards on [TS]

  the web it's primarily geared toward [TS]

  somebody who's doing development [TS]

  software development creating an [TS]

  application doing something like that [TS]

  you always get to the point where you [TS]

  say man I really want to charge for this [TS]

  and I really want to I want [TS]

  subscriptions or I want people to come [TS]

  in and and buy this thing that I'm [TS]

  selling how do you do it well the stripe [TS]

  is the fastest way in the world to get [TS]

  set up so that you can accept payments [TS]

  you don't need a merchant account you [TS]

  just put it in your bank account in a [TS]

  couple of other details and that's it [TS]

  they have a REST API you can also use [TS]

  native bindings you're off that's it [TS]

  you're ready to go it is that the [TS]

  cleanest most simple API for this that I [TS]

  have ever seen and I've been doing stuff [TS]

  for a long time they have a completely [TS]

  secure environment data never hits your [TS]

  servers your your you don't have to deal [TS]

  with a cumbersome third-party page when [TS]

  you want somebody to check out and know [TS]

  this is the main thing you totally avoid [TS]

  PC [TS]

  details because no credit card data even [TS]

  passes through your server at all at any [TS]

  point you have questions about this you [TS]

  don't know how it works you can call [TS]

  them you can email them you can join in [TS]

  their campfire and hang out with them [TS]

  and like ask the people in the company [TS]

  how something works if you need out but [TS]

  and they've cracked this they've got [TS]

  recurring billing they've got native [TS]

  support for plans that get prorated [TS]

  charges I mean every metered billing [TS]

  everything you want to do it's all in [TS]

  there [TS]

  visit stripe comm for more information [TS]

  you've got to try this if you're doing [TS]

  any kind of development if you're [TS]

  building websites whatever it is you're [TS]

  doing is a piece of cake stripe comm [TS]

  check them out like I talked about in a [TS]

  past show how PCI what I thought about [TS]

  PCI compliance I think you shared a [TS]

  little bit of that yeah all right I [TS]

  don't cover it again you don't cover it [TS]

  you know just having someone else do it [TS]

  for you is good let's leave it at that [TS]

  iBooks Author someone just posted in the [TS]

  in the chat room KJ Healy's take on this [TS]

  stuff which unfortunately I don't [TS]

  haven't had time to read because I'm [TS]

  pressing the link now which is [TS]

  unfortunate because it's always [TS]

  insightful but I do have some other [TS]

  notes on it I did listen to your show [TS]

  where you talked about it with Andy but [TS]

  what I didn't do is actually watch the [TS]

  presentation yet I watched a little bits [TS]

  and pieces of it I didn't watch it all [TS]

  the way through I did watch the live [TS]

  blogs of it when it was going on so I [TS]

  feel like I have a handle on the right [TS]

  the nature of the announcement so I [TS]

  don't know which way to come with those [TS]

  I guess we'll start with this [TS]

  application that they put out iBooks [TS]

  Author a free application for your Mac [TS]

  what does this thing do I did download [TS]

  it and played with it a little bit I [TS]

  actually also downloaded it on Snow [TS]

  Leopard because I was impatient to get [TS]

  home on and run on a line machine and [TS]

  kind of get it it does work I was gonna [TS]

  say that it didn't work at all [TS]

  now it launches I mean you got to change [TS]

  the you know the pls things around and [TS]

  to convince it to do but it it runs but [TS]

  it's interesting that it runs at all you [TS]

  would think that it would just [TS]

  immediately crash because it would be [TS]

  referencing some library that doesn't [TS]

  exist or some API but I think they did [TS]

  weak linking or whatever the other might [TS]

  have just been capability probing [TS]

  whatever [TS]

  that they do to make something run on [TS]

  ten six and ten seven I think it's [TS]

  probably just to be weak linking because [TS]

  when you run on ten six and you like [TS]

  select the toolbar item which I think [TS]

  maybe is supposed to produce a popover [TS]

  or something online but doesn't on Snow [TS]

  Leopard because the popover API isn't [TS]

  there the program doesn't crash it just [TS]

  does nothing so the interesting I wonder [TS]

  if they were considering having it run [TS]

  on 10.6 or is this it just falls out of [TS]

  the the technologies they use for weak [TS]

  linking to libraries they may not exist [TS]

  yeah but anyway don't run it on Snow [TS]

  Leopard right online it even though it [TS]

  quote-unquote works on Snow Leopard you [TS]

  don't I do that so most of the talk has [TS]

  been about what this thing produces at [TS]

  the end you use the application what [TS]

  features are there or not as it could is [TS]

  in design is it better than pages you [TS]

  know where you could drag a keynote [TS]

  presentation into it can go as busy [TS]

  stuff so on and so forth [TS]

  in the end once you've done all that and [TS]

  you're happy with what you've produced [TS]

  and you've conquered the program and [TS]

  figure out how to use it you get out of [TS]

  it a dot iBooks files it I don't have a [TS]

  singular or plural and you you get this [TS]

  thing that doesn't look like any other [TS]

  format if you were just to glance at it [TS]

  what can I do with this dot iBooks well [TS]

  you can you know throw our nine Tunes [TS]

  and put it on your iPad and people can [TS]

  read they're on their iPads they can't [TS]

  read in an iPhone just on an iPad and [TS]

  you can sell it through the iBook store [TS]

  in theory or give it away for free [TS]

  through the abacus tour but that's about [TS]

  it and that was the first thing that [TS]

  everyone was kind of upset about was [TS]

  that they were hoping Apple would make [TS]

  an authoring tool for e-books and Apple [TS]

  has not done that they have made an [TS]

  authoring tool for the iBook store which [TS]

  is different you know and then even [TS]

  above and beyond that they've made an [TS]

  authoring tool that's geared towards [TS]

  making a particular kind of book or [TS]

  whatever [TS]

  now the iBook store prior to this [TS]

  announcement is like well the iBook [TS]

  store uses epubs right so everyone knows [TS]

  they you know you can take those epubs [TS]

  and you know you can take an ePub and [TS]

  send it out to the world however like [TS]

  for example the my high line article was [TS]

  available as an ePub and you could read [TS]

  that epub in the iBooks read but you [TS]

  could also read that epub than anything [TS]

  that could read epubs as online readers [TS]

  Repub there's a some I think this other [TS]

  application to stands the reading public [TS]

  standards [TS]

  does the other ebook reading of it's an [TS]

  open standard so this is a source kind [TS]

  of like a w3c but for e-books that [TS]

  defines these standards for for epub and [TS]

  a whole bunch of different vendors can [TS]

  write to it so what what the apples [TS]

  thing puts out is a dot iBooks thing [TS]

  which I think just like epub is like a [TS]

  zip files or whatever you or it's a [TS]

  container format with a bunch of stuff [TS]

  inside it right if you change the [TS]

  extension to pub or even if you don't [TS]

  change and just check on an application [TS]

  then your Stanzi pubs they will you'll [TS]

  see that inside there is something looks [TS]

  a lot like an ePub it basically is it's [TS]

  kind of like an ePub in an all but name [TS]

  and the current the latest version of [TS]

  ePub is the epub 3 the latest version of [TS]

  specification I don't know if it's a [TS]

  completely ratified or done or whatever [TS]

  but that's the latest one this new [TS]

  format is is mostly epub 3 if you look [TS]

  inside it and you know an ePub version 3 [TS]

  file looks like you'll recognize lots of [TS]

  stuff there so it's a bunch of HTML [TS]

  files actually XHTML is actually XHTML 5 [TS]

  which is the XML dialogue at HTML 5 but [TS]

  and you know and you're like oh well [TS]

  this is this is great this is you know [TS]

  Apple made this proprietary thing but [TS]

  it's kind of built on the standards [TS]

  basing so it's not completely crazy it's [TS]

  not like a binary format or it's not you [TS]

  know something completely proprietary [TS]

  then that no one has any chance of [TS]

  understanding and you know they made [TS]

  their own mime type for it which is kind [TS]

  of weird but once you see that you know [TS]

  the Lion temp is like application slash [TS]

  X iBooks plus zip you know I [TS]

  why wouldn't they use the ePub mine form [TS]

  because I look at this container and it [TS]

  looks like any pub file well they make [TS]

  their own line format it's it's kind of [TS]

  a signal to the rest of the world it [TS]

  says I know this looks a lot like an [TS]

  ePub but it's not it's an iBook thing [TS]

  and it kind of absolves Apple from the [TS]

  responsibility of making sure that what [TS]

  iBooks Author outputs is readable by any [TS]

  other system that understands epubs [TS]

  because you can say well why were you [TS]

  trying to read that in insert [TS]

  application X it's not an ePub but but [TS]

  it looks like a no it's not an e public [TS]

  in the mind side look at the filename [TS]

  extension it's not an ePub it's a our [TS]

  own [TS]

  type that happens to look very similar [TS]

  he published a teapot right so there's [TS]

  it's a very clear signal it Apple saying [TS]

  this application is just for making [TS]

  things for our store and the fact that [TS]

  we happen to use a lot of things that [TS]

  look like another format is like just [TS]

  you know don't look at the man behind [TS]

  the curtain who cares and if you look at [TS]

  the contents of the thing even though [TS]

  the format like a ePub defines like what [TS]

  the directory structure is what the file [TS]

  should be called or they should contain [TS]

  what things you can use it looks like [TS]

  any problem so you start delving into [TS]

  the contents of them like for example if [TS]

  you look into one of the CSS files you [TS]

  will see tons of you know you should [TS]

  sing vendor-specific extensions like - [TS]

  Moz whatever [TS]

  what is the Safari one is it - WebKit I [TS]

  think this on the CSS properties you do [TS]

  - and then some other word that's like [TS]

  expressing a vendor specific grief it's [TS]

  usually - WebKit so like a box shadow [TS]

  would be like - WebKit - box - shadow or [TS]

  yeah and there's a great there was a [TS]

  great presentation and earlier I think [TS]

  last year or two years ago at an event [TS]

  depart someone gave great presentation [TS]

  which I should have put in the show [TS]

  notes but I just thought of now about [TS]

  how these vendor specific extensions to [TS]

  CSS are a great thing because that [TS]

  allows browser vendors to experiment [TS]

  with features features that are part of [TS]

  a standard but haven't been ratified yet [TS]

  or experimental features or whatever it [TS]

  allows them to experiment with them in a [TS]

  way that when they whatever the outcome [TS]

  whether they come to be ratified and [TS]

  become part of the standard or whether [TS]

  they go away entirely [TS]

  you haven't produced the you know it's [TS]

  clear to both the browser vendor and the [TS]

  people authoring - targeted that what [TS]

  you're messing with here is an [TS]

  experimental feature that you shouldn't [TS]

  rely on it so they don't call it you [TS]

  know text shadow they call it - WebKit [TS]

  you know text shadow so it's clear that [TS]

  it's yeah you know it's so clear that [TS]

  you're targeting just one browser and [TS]

  that this is obviously not an open [TS]

  standard that you can expect to work [TS]

  everywhere and does make for strangeness [TS]

  because if you wanted to do tech shadow [TS]

  before it's like fully ratified you have [TS]

  to do - Moz blahblah tech shadow mais [TS]

  WebKit bla bla text shadow whatever the [TS]

  hell the IE ISM protects out and you'd [TS]

  have four different declaration four [TS]

  different rules and you know the CSS [TS]

  spec says just ignore any property you [TS]

  don't understand so all the other [TS]

  browsers will ignore all the rows except [TS]

  for the one that apply to them so [TS]

  sometimes you'd have to repeat yourself [TS]

  15 different times to say something so [TS]

  these [TS]

  uh these sort of looking like epub3 type [TS]

  files that iBooks produces are filled [TS]

  with tons and tons of stuff most of [TS]

  which is not in any CSS standard current [TS]

  or speculative - iBooks you know iBooks [TS]

  layout hint iBooks strikethrough type [TS]

  iBooks gutter margin-left iBooks got our [TS]

  margin right iBooks head height tons and [TS]

  tons of rules uh in some cases and ended [TS]

  by the way there's no standards [TS]

  compliant fallback like with the vendor [TS]

  specific ones like tech shadow now I [TS]

  believe text shadow is in some ratified [TS]

  things so you're supposed to do all the [TS]

  vendor specific ones and then the [TS]

  fallback for the standard compliance one [TS]

  these are all just a bunch of properties [TS]

  some of which seem to have no analogue [TS]

  in any spec anywhere and there's no [TS]

  standards compliant fallback one of the [TS]

  one of the good ones is iBooks line [TS]

  hints and then you give it a bunch of [TS]

  things and then you can give it a URL to [TS]

  a plist file and then a bunch more [TS]

  arguments so this is like completely off [TS]

  the reservation like a CSS hint that [TS]

  takes as argument a plist file you know [TS]

  propyl property the spouses XML files [TS]

  filled with arbitrary you know [TS]

  arbitrarily deep tree of name value [TS]

  pairs and arrays and I can't even [TS]

  imagine what they're doing so it's like [TS]

  you know they're using the the trappings [TS]

  of epub but the things that actually [TS]

  control what these books look like might [TS]

  as well just be completely custom code [TS]

  because there's no other web browser [TS]

  epub read or anything is going to be [TS]

  able to make heads or tails of this [TS]

  stuff it is completely off the [TS]

  reservation especially the layout stuff [TS]

  they have a strange language in the [TS]

  layout with like double colons prefixing [TS]

  everything where they're trying to [TS]

  define like boxes and stuff flowing [TS]

  around and everything it's like if you [TS]

  were asked to take like a you know a [TS]

  page maker document from way back when [TS]

  with like in a limited ability to lay [TS]

  stuff out and say okay well redesign [TS]

  that format but you can only use CSS but [TS]

  you can make up any rules you want right [TS]

  they they made up this entire language a [TS]

  page layout that has almost nothing to [TS]

  do with any existing standard and that's [TS]

  what they used to lay out all their [TS]

  books so if you take one of these things [TS]

  that's beautifully laid out and and [TS]

  looks great in the new version of the [TS]

  the iBooks reader application and throw [TS]

  it in an ePub reader and you know can do [TS]

  the conversions to make it choke it down [TS]

  change the filename extension maybe [TS]

  move the metadata about the cover image [TS]

  someplace else and do some other stuff [TS]

  it'll say how great I can open this then [TS]

  it would look like scrambled garbage [TS]

  because there's no way it can understand [TS]

  all these rules so they've basically [TS]

  made a completely custom file format [TS]

  using the D languages and the sort of [TS]

  traditions let's say of epub format but [TS]

  not the details up and I put a link in [TS]

  the show notes to a good article [TS]

  explaining some that some of these [TS]

  things and also that same article linked [TS]

  to a mailing list message to one of the [TS]

  CSS working group mailing lists from I [TS]

  think it was March of 2011 saying hey [TS]

  here at Apple here's what we're thinking [TS]

  of doing for laying out like custom [TS]

  flows of text around arbitrarily shaped [TS]

  objects and stuff like that [TS]

  so you know what do you guys think of [TS]

  that as kind of Apple saying you know [TS]

  we're doing this it heads up like that [TS]

  there is actually a CSS proposal in the [TS]

  work center in the the official process [TS]

  of making a way to have text flow around [TS]

  arbitrary objects and stuff like that [TS]

  but apples not going to wait for that [TS]

  process to conclude or you know they [TS]

  can't wait they're going to say well we [TS]

  we would love to put out this iBook [TS]

  authoring tool but geez we really need [TS]

  to wait for the the standards forward [TS]

  for a CSS text flow about arbitrary [TS]

  objects to be nailed down then apples [TS]

  not going to wait on that and so they [TS]

  didn't they just gave it heads up that [TS]

  said we're thinking of doing this here's [TS]

  here's what we're thinking of doing from [TS]

  a technical perspective what do you guys [TS]

  think and meanwhile I bet they were just [TS]

  say oh we're just doing this and they [TS]

  just did it you know I mean but is they [TS]

  are you saying this the whole thing is [TS]

  bad I mean the way you're talking about [TS]

  I can't tell do you think it's bad you [TS]

  think it's good if it doesn't matter I'm [TS]

  explaining what it is so people don't [TS]

  think that these are just epubs and I'll [TS]

  be able to easily easily convert these [TS]

  to eat people say I want to convert it [TS]

  to ePub that's kind of a meaningless [TS]

  state do you mean get it to the point [TS]

  where according to the spec it's is [TS]

  exactly compliant I don't know if the [TS]

  spec specifies that you can't use vendor [TS]

  specific extensions in the CSS file and [TS]

  of a CSS but if those are used to layout [TS]

  to make your book look the way it looks [TS]

  the fact that you can get it to open an [TS]

  ePub reader means nothing so what I'm [TS]

  trying to express with the people to [TS]

  understand that this thing is the phrase [TS]

  converting to ePub makes little sense [TS]

  and if you have if I had to nail down [TS]

  and answer that question can I convert [TS]

  to the Steve pub I would say the answer [TS]

  no because if you take a complex ibooks [TS]

  thing that uses all the features i looks [TS]

  like and what's the point otherwise it [TS]

  will be scrambled miss elsewhere there's [TS]

  no mechanical process for you to [TS]

  translate this is you can't even you can [TS]

  you can see of a mechanical process [TS]

  because some of the things that it does [TS]

  simply aren't possible using existing [TS]

  standards in css3 or the parts of css3 [TS]

  that are supported by current browsers [TS]

  right it is basically a custom format [TS]

  and I'm saying the reason they did this [TS]

  is because if they didn't they would be [TS]

  waiting on an external entity before [TS]

  they could you know deliver the thing [TS]

  that they wanted to deliver and you know [TS]

  Apple doesn't like to do that good or [TS]

  bad [TS]

  um I think it is well let me see was [TS]

  anything else in the forum before I talk [TS]

  about whether this is good or bad the [TS]

  other thing I'll say is I think that if [TS]

  you made it like so what if I make a [TS]

  simple document it's just text it's like [TS]

  it's got a title and it's got a stream [TS]

  of text and it breaks up into pages what [TS]

  if I export that then surely that I can [TS]

  really transform into an ePub that works [TS]

  I think it would be easier but I it's [TS]

  kind of like when you would say about [TS]

  something from Word as HTML and you'd be [TS]

  shocked about that you look at the HTML [TS]

  like what the heck is is doing this was [TS]

  just like I just started typing with the [TS]

  defaults and I hit save and they're like [TS]

  three paragraphs of text and when I [TS]

  export HTML it's it's big hairy mess [TS]

  kind of the same way and that it's going [TS]

  to put all that weird custom format and [TS]

  layout stuff in there with old custom [TS]

  rules right just for the defaults just [TS]

  to say oh this is just a plain big [TS]

  column of text so I would say don't [TS]

  think of this as an ePub authoring tool [TS]

  Apple doesn't think of it as that [TS]

  they're not promoting it as that but [TS]

  people won't say content details like [TS]

  all this is almost any puppets not uh [TS]

  that's not going to happen [TS]

  now the confusing thing about this from [TS]

  the perspective of people who wanted a [TS]

  generic epub authoring tool is that in [TS]

  this market for for e-books Apple is not [TS]

  the leader I think we can all agree on [TS]

  that old every time I say that I get a [TS]

  whole bunch of iBooks fans emailing me [TS]

  and telling me how much they love live [TS]

  books and do all the reading books and I [TS]

  buy everything they had [TS]

  door but I think we can all agree that [TS]

  Amazon is the current leader in the [TS]

  fields of e-books do you agree with that [TS]

  I think that's probably true and I mean [TS]

  I would need to I don't know the numbers [TS]

  how do you define what Allegiant it's [TS]

  difficult because I think apples not for [TS]

  particularly forthcoming and Amazon for [TS]

  that matter isn't particularly [TS]

  forthcoming with exact numbers like [TS]

  Amazon won't even tell you exactly how [TS]

  many Kindles it sold but it'll give you [TS]

  ballpark and apples not too big about [TS]

  giving you individual breakdowns of like [TS]

  iBook sales versus free ebooks right [TS]

  it all ends up getting lumped into like [TS]

  this software services line item which [TS]

  is a drop in the bucket compared to like [TS]

  how much money make up if it's not if [TS]

  it's not Apple John who is it it's not [TS]

  Amazon you mean yeah yeah and I don't [TS]

  think I don't know I'm just gonna say I [TS]

  can just say for the sake of argument [TS]

  but see pretend we all agree that Amazon [TS]

  is the leader in in terms of sales [TS]

  volume because it's a it's not Apple is [TS]

  it no and I don't know how the iBooks [TS]

  store is going is doing financially but [TS]

  I don't it doesn't seem like it's as big [TS]

  a success as it could have been so given [TS]

  that if you agree that Amazon is the [TS]

  market leader then you have a situation [TS]

  where when you have a market where there [TS]

  is there is a strong leader and I think [TS]

  Amazon is a pretty strong leader the [TS]

  Kindle brand and you know certainly [TS]

  Amazon is leading in book sales because [TS]

  they still sell physical books too so [TS]

  that's one of the reasons why Amazon has [TS]

  such a big share someone else brings up [TS]

  Barnes & Noble I think we would all [TS]

  agree the Barnes & Nobles also behind [TS]

  Amazon oh you have this this leader in [TS]

  the market for e-books usually the the [TS]

  strategy that Apple's use successfully [TS]

  in the past and that I've seen a lot of [TS]

  other people use successfully is if [TS]

  you're not the market leader what you do [TS]

  is you come in especially in a new [TS]

  market like this you come in and you [TS]

  start pushing open standards and you say [TS]

  well Amazon is a leader with their [TS]

  proprietary format they're trying to [TS]

  lock you in with but we here in the [TS]

  everybody been Amazon camp are strongly [TS]

  behind epub because it's an open [TS]

  standard and we believe interoperability [TS]

  is the blob of all you mean you know all [TS]

  the stuff whether they're honest about [TS]

  it or not this happens a lot if you're [TS]

  not the market leader you don't compete [TS]

  by trying to introduce your own [TS]

  proprietary format you compete by [TS]

  getting behind a standard because you [TS]

  know on your own you can't compute you [TS]

  you can't compete but together everybody [TS]

  except for the market leader [TS]

  we band together and we all agree on [TS]

  epub and it's all interoperable in [TS]

  aggregate we may be bigger than Amazon [TS]

  that's the way you over for overthrow [TS]

  the market leader and the example the [TS]

  Apple I would give for Apple doing this [TS]

  is when Internet Explorer was the market [TS]

  leader in browsers and they had all [TS]

  their ie specific extensions and ActiveX [TS]

  and all sorts of horrible things that [TS]

  were still recovering from in terms of [TS]

  IE isms and javascript people that's [TS]

  right just the way the Dom API works now [TS]

  that's just tonight the rest of the [TS]

  market said our reaction to this is not [TS]

  to field our own browser with their own [TS]

  very specific vendor specific extensions [TS]

  and proprietary things a proprietary you [TS]

  know equivalent to ActiveX and our own [TS]

  crazy changes to the Dom API so you have [TS]

  to do you know that the industry's [TS]

  reaction was to get behind standards and [TS]

  Apple did that as well with WebKit when [TS]

  they when Apple made its own browser it [TS]

  didn't try to beat Microsoft at its own [TS]

  game it said we're gonna make a [TS]

  standards compliant browser and look at [TS]

  us passing the acid test and the acid to [TS]

  test and whatever the different you know [TS]

  yeah that was a big part of their their [TS]

  PR push and and it's not wasn't just [TS]

  yeah posturing WebKit is now everywhere [TS]

  you know even apples sworn enemy Google [TS]

  it was chrome engine is using WebKit [TS]

  ability to do their own JavaScript [TS]

  engine but the Apple pushed open [TS]

  standards in the web market because they [TS]

  thought that was the way and everyone [TS]

  felt that's the only way we're going to [TS]

  overthrow the the dominance of ie which [TS]

  has this great advantage of shipping [TS]

  with Windows we have to all get behind [TS]

  standards I have expected the Apple was [TS]

  going to deploy that same strategy with [TS]

  electronic books and when they came out [TS]

  with the original ebooks and they kind [TS]

  of used epub like I remember I wrote a [TS]

  wrote something about what I expected [TS]

  out of the iPad I thought that Apple [TS]

  would produce a format that is uses HTML [TS]

  and CSS and stuff like that but [TS]

  basically was its own thing and I was [TS]

  kind of pleasantly surprised when they [TS]

  said oh and the first version of the [TS]

  iBook store you know uses epub of course [TS]

  once I got to know that format and [TS]

  talked to people to actually use it to [TS]

  like yeah it's epub but it's got lots of [TS]

  that Apple specific extensions and what [TS]

  it comes down to is like look if you [TS]

  want to do something fancier you want it [TS]

  to look just so [TS]

  you you code for the iBooks application [TS]

  on the iPad and you don't worry about [TS]

  how that's going to look when you throw [TS]

  it into a generic ePub reader and to [TS]

  some degree you can understand this [TS]

  because in the dawning of epub there was [TS]

  no reference implementation like oh well [TS]

  you should be doing it this way because [TS]

  in a real standard to apply any proper [TS]

  reader look like X all the readers have [TS]

  their own weird quirks and it was kind [TS]

  of like the early days of web browsers [TS]

  where yourself you had a [TS]

  standards-compliant web browser there [TS]

  was none you know there was a E's weird [TS]

  way of working and netscape's weird way [TS]

  of working and maybe like arena for [TS]

  Emacs or whatever was LS the real [TS]

  standards compliant one there was no [TS]

  that's one of the problems with w3c I [TS]

  think is they never righted a reference [TS]

  implementation of anything that's a [TS]

  better way it was you couldn't say you [TS]

  should make it standards compliant say [TS]

  why nothing renders it in that way I [TS]

  just need to know how it works in IE how [TS]

  it works in that scape and that as that [TS]

  ballooned we realized what the problem [TS]

  was and we wanted standards compliant [TS]

  and so then gecko and WebKit and those [TS]

  things tried to be standards compliant [TS]

  the acid tests and examples like that is [TS]

  like look we're going to say this is how [TS]

  it should look [TS]

  does your browser make it work like that [TS]

  ah um you know that's how web browsers [TS]

  have become better but in the early days [TS]

  of epub there was nothing that rendered [TS]

  things quote-unquote correctly according [TS]

  to the purity of the be developing epub [TS]

  spec right so I thought well you know [TS]

  apples got to use this proprietary stuff [TS]

  a little bit like its own little [TS]

  extensions new pub because there is no [TS]

  reference implementation and they just [TS]

  want their stuff to look good but hey [TS]

  they used epub they called the D pub [TS]

  they didn't they didn't change the you [TS]

  know they say oh it's our special they [TS]

  said hey we're using epub this is an [TS]

  industry standard right now they've gone [TS]

  back on that and they started going the [TS]

  other direction I thought they would [TS]

  start go whole hog like this is epub 3 [TS]

  and we were the first full [TS]

  implementation of all the pub 3 [TS]

  including the speculative parts and [TS]

  we're part of that process and blah blah [TS]

  instead they just said you know what [TS]

  we'll leverage that technology and our [TS]

  you know our css3 extensions we have in [TS]

  WebKit and everything but really we're [TS]

  making a run format here and that's [TS]

  disappointing to me and I think it will [TS]

  be a it's not unsuccessful that's [TS]

  successful then it could have been to go [TS]

  the other direction and say it's going [TS]

  to be everybody versus Amazon because [TS]

  Amazon does have its proprietary format [TS]

  it's like mobi which they acquired from [TS]

  mobile pocket [TS]

  everyone's got their own dear Rams [TS]

  we don't even discuss that we're just [TS]

  like yeah you're going to put your own [TS]

  DRM on top of stuff or whatever but in [TS]

  terms of book production if you're if [TS]

  you're making something for sale [TS]

  everyone is behind epub not because this [TS]

  is great format or anything but just [TS]

  because it's like geez we don't all want [TS]

  to make I could make one thing for [TS]

  Amazon and I got a totally different [TS]

  totally different workflow and [TS]

  application to make it for the iBook [TS]

  store and the totally different thing if [TS]

  I want to download as a PDF we wanted [TS]

  like you know let's hook it behind epub [TS]

  and then we can have this healthy [TS]

  ecosystem of epub generation tools and [TS]

  epub readers kind of like we have this [TS]

  healthy ecosystem of tools that generate [TS]

  a content for the web and then we have [TS]

  standards-compliant web browsers right [TS]

  apples kind of closing the door on that [TS]

  I don't know if they think you know we [TS]

  have the clout to go it on their own [TS]

  with their own proprietary format [TS]

  because our thing is so cool that people [TS]

  are going to want to use I see how [TS]

  awesome these books look and we have the [TS]

  hardware to back it up hardware is [TS]

  really awesome it's really fast and we [TS]

  can do some really cool things a boy [TS]

  aren't they amazing people say I don't [TS]

  really care that I have to do this [TS]

  entire workflow just for an iPad because [TS]

  really the iPad isn't the only tablet [TS]

  that matters because it sells so much [TS]

  and if we agree that books are going to [TS]

  be on tablets then who cares that this [TS]

  is an entirely separate workflow who [TS]

  cares that I can't have an ePub [TS]

  authoring app that lets me deploy to all [TS]

  the stores Amazon isn't really helping [TS]

  with this either because they're like [TS]

  what were the market leader was sticking [TS]

  their own proprietary thing I don't know [TS]

  what Amazon's plans are but it wouldn't [TS]

  be an interesting move for Amazon to [TS]

  suddenly turn around and fully embrace [TS]

  epub you know what I mean because then [TS]

  Apple would really be screwed seems like [TS]

  they're the market leader and look [TS]

  they're being all open and everything [TS]

  you know what I mean yeah so this is a [TS]

  curious move to me and I think it's [TS]

  probably a mistake it's probably going [TS]

  to dampen the the chances of success of [TS]

  this initiative and it reminds me a lot [TS]

  of a lot of people brought like ping and [TS]

  stuff like that I don't think it's as [TS]

  bad as ping but it reminds me of the [TS]

  iBook store in general that I don't know [TS]

  Apple has this strange unjustified [TS]

  confidence in its abilities when it does [TS]

  stuff like this it has justified [TS]

  competence in terms of disrupting like [TS]

  that the media distribution and software [TS]

  distribution because it's done though [TS]

  successfully on many different fronts [TS]

  Mac's off [TS]

  our mobile software television movies [TS]

  music like it that's kind of all of a [TS]

  piece and it's done that well but if for [TS]

  some reason in this industry I think [TS]

  it's making the wrong moves and I think [TS]

  that this initiative you're not going to [TS]

  suddenly see in ten years like boy [TS]

  remember when when iBooks Author came [TS]

  out and we thought it wasn't gonna do it [TS]

  well but now everyone I know when they [TS]

  go to school they get all their [TS]

  textbooks and iBooks Author I don't [TS]

  think it's going to happen and I think [TS]

  Apple does think that's a possibility [TS]

  which is just I don't know if it's [TS]

  foolish or just false confidence or [TS]

  they're just trying to protect a good [TS]

  face but if they had it braced an open [TS]

  format and gone with a more open more [TS]

  capable authoring tool I think they'd [TS]

  have a shot at it would still be [TS]

  difficult but as it stands now they've [TS]

  just narrowed themselves to a much [TS]

  smaller market with because this is how [TS]

  they want it the way they wanted to go [TS]

  and this is before I even get to many [TS]

  other objections of why this this [TS]

  initiative could possibly be a failure [TS]

  the best one I've seen expressed online [TS]

  although it wasn't a series of tweets in [TS]

  on a blog post so I'm sure there are [TS]

  blog posts out there that talk about [TS]

  this maybe Katie Lee's blog post talks [TS]

  about this I'm ready yet are the [TS]

  existing I'm knocking all the myths the [TS]

  existing tropes of computers in school [TS]

  which you've all seen for our whole life [TS]

  it's like I wish I could remember [TS]

  someone I was like kids are bored in [TS]

  school therefore we have to dazzle them [TS]

  with an audio-visual fireworks light [TS]

  show right kids aren't interested in [TS]

  math but boy if it's if we could to have [TS]

  animated math an animated turtle on our [TS]

  Apple 2 that blinks and beeps that will [TS]

  make them interested in math [TS]

  entertaining the kids right we've seen [TS]

  that our whole life the education will [TS]

  be turned around by because the kids are [TS]

  bored now we'll be show them something [TS]

  flashy they'll be entertained not new [TS]

  with the with the iPad it's been [TS]

  happening in our life technology will [TS]

  solve everything like a book is just a [TS]

  book but boy imagine if you could move [TS]

  the little you know dot on the line with [TS]

  your x squared graph and learn about [TS]

  well what's the current value of this [TS]

  point in the parabola Wow see I can move [TS]

  it with my finger that gives me a deeper [TS]

  understanding of the subject matter and [TS]

  you know if it's just the real barriers [TS]

  jar these aren't textbooks they're just [TS]

  so so static and the capabilities that [TS]

  we can have with inter [TS]

  active meteor so much better than a [TS]

  non-interactive one like books and there [TS]

  is some truth to that this the Colonel [TS]

  truth about all these things but I wish [TS]

  I could remember a third one was another [TS]

  can you can you think of a third one off [TS]

  the top of your head these technologies [TS]

  gonna solve our problem things mmm [TS]

  besides the ones you've named now yeah [TS]

  but it's all kind of a peace and this [TS]

  has been happening and during all of our [TS]

  lives it's the way I know if it's the [TS]

  way people try sell it really it's every [TS]

  single new technology that's the one [TS]

  that's going to change it all of them [TS]

  whatever it is whatever happened that [TS]

  week that's going to change everything [TS]

  and sometimes the people like I really [TS]

  believe that the early Apple but they're [TS]

  you know the kids can't wait initiative [TS]

  of given Apple twos to schools and [TS]

  everything I really believe that in the [TS]

  dawning of the PCH people really thought [TS]

  the computers were going to [TS]

  revolutionize education and they [TS]

  certainly have helped and you can argue [TS]

  that they have rational revolution I [TS]

  some aspects of it and I also believe [TS]

  things like the Khan Academy and being [TS]

  able to drag your little finger on the [TS]

  little graph of the parabola and stuff [TS]

  like that that is is good is better but [TS]

  it always gets oversold it always gets [TS]

  oversold and it's difficult thing I [TS]

  didn't like about this presentation just [TS]

  seeing a live blog of it and scrubbing [TS]

  through it a little bit is that it was [TS]

  just trotting out the same old things we [TS]

  always see instead of kind of I would [TS]

  have liked to seeing them come out and [TS]

  acknowledge that here's what all past [TS]

  efforts to introduce technology in the [TS]

  classroom have promised and here's what [TS]

  they fail to deliver and here's why this [TS]

  is different instead they just said [TS]

  we're going to say all the same things [TS]

  again and you're going to believe us [TS]

  again that somehow because of the [TS]

  incredible and presumably expensive high [TS]

  production values of this textbook with [TS]

  the movies and all the stuff for the [TS]

  turtle swimming or whatever they're you [TS]

  know that's going to make school better [TS]

  that's going to make kids learn more [TS]

  when really I think the the advantage of [TS]

  technology they should have been selling [TS]

  are the more prosaic ones in terms of [TS]

  like first this business model which [TS]

  talked it out a little bit we they could [TS]

  say we have a different or better [TS]

  business model for for schools that's [TS]

  going to help save schools money ah that [TS]

  would be one way to come out and the [TS]

  other one is just like you know [TS]

  centrally manage the curriculum keep [TS]

  track of who's doing what assignments [TS]

  like the really boring stuff like I [TS]

  think to actually revolutionize [TS]

  education with an iPads it could be done [TS]

  and nothing would be seen on the screen [TS]

  the entire time except for black text on [TS]

  a white background that's it and yeah [TS]

  and you tap things to jump around and [TS]

  stuff like that text wouldn't even have [TS]

  to move no [TS]

  graphics no movies no audio-visual [TS]

  anything no peer-to-peer a social [TS]

  network nothing just there's so many [TS]

  advantages in not having to use paper [TS]

  and to be able to manage curriculums and [TS]

  courses in education the traditional way [TS]

  but taking advantages of the abilities [TS]

  of technology simply the advantages they [TS]

  have over paper that doesn't make for a [TS]

  good presentation I guess but I would [TS]

  have liked it at sea Apple do that pitch [TS]

  I guess a yeah we hand do all these [TS]

  things but really what we think what's [TS]

  important is it about it is that is it [TS]

  you know it's not the flashy stuff the [TS]

  flashy stuff is neat and everything but [TS]

  we think we we are providing advantages [TS]

  to teachers and students for these [TS]

  concrete reasons price convenience and [TS]

  new abilities to manage things that had [TS]

  to be managed manually before I don't [TS]

  like seeing all the flashy stuff so that [TS]

  totally fires all the triggers of my [TS]

  minds of all of the the false [TS]

  presentations someone in the chatroom is [TS]

  saying the last 10 minutes of the [TS]

  presentation we're trying to to hammer [TS]

  on so I would look at the presentation [TS]

  I'll follow up next week to see if I'm [TS]

  wrong about the pitch but the parts that [TS]

  I've seen and the complaints that I've [TS]

  seen from people who did watch all [TS]

  presentation leave me to believe that [TS]

  they are trotting out some pretty tired [TS]

  arguments I think that's another reason [TS]

  that they will not be as successful as [TS]

  they think because the people that [TS]

  selling to have been around the block a [TS]

  few times ah and aside from a few [TS]

  flagship schools full of rich people who [TS]

  can buy iPads for everybody and can [TS]

  afford to spend $15 on a textbook for [TS]

  each student every single year I'm sure [TS]

  the textbook sellers love that but I [TS]

  don't it's not going to if their goal is [TS]

  to really revolutionize education this [TS]

  is not the way to do it to be fair to [TS]

  Apple who else is doing it better they [TS]

  get corralled the textbook vendors to [TS]

  have the current monopoly and are not [TS]

  particularly motivated to change not a [TS]

  monopoly but they I don't know they have [TS]

  they have the string gold in the market [TS]

  now Palin mondo in the chatroom says [TS]

  this is what iBooks Author brings to the [TS]

  table instead of using Xcode a layman [TS]

  can instead of using Xcode layman can [TS]

  create that caliber of books and that's [TS]

  what's revolutionary about it they said [TS]

  caliber which is a dirty word in this [TS]

  discussion the a one of the existing [TS]

  discussion the a one of the existing [TS]

  tools for doing epubs and everyone hates [TS]

  it because it's good so let's talk about [TS]

  that a little bit B let's do our second [TS]

  spawns and then we'll talk about that [TS]

  more okay I'm assuming this is your only [TS]

  topic for it today you assumed wrong but [TS]

  it can be if you would like well no I [TS]

  mean you said you wouldn't do a shorter [TS]

  show it's where I'm coming up on 60 [TS]

  minutes [TS]

  I'm a trim trim out I'm fine with [TS]

  whatever let me tell you about vid me up [TS]

  comm John let me ask you this what's [TS]

  wrong with today's video publishing [TS]

  environment well let me tell you video [TS]

  upload length is limited their [TS]

  membership restrictions you can't [TS]

  personalize your video page there's no [TS]

  way to make money from your work you [TS]

  know a lot of people want to make you [TS]

  know what screencasts are that that guy [TS]

  did the the comedy video thing I mean [TS]

  that you people want to sell this [TS]

  there's no way easily to do that there's [TS]

  no place to do that there's no way to do [TS]

  that until now vid me up is changing all [TS]

  of that they build from the ground up [TS]

  and they give you complete control over [TS]

  the entire broadcast process from [TS]

  creation to publication to sale if you [TS]

  want to sell your stuff you don't need [TS]

  to host your stuff on Vimeo or YouTube [TS]

  these guys are all set up with the [TS]

  infrastructure to scale no matter what [TS]

  so if your video goes viral that no [TS]

  problem for them and you build your own [TS]

  site and your site is the sharing [TS]

  platform [TS]

  it's your videos it's your branding and [TS]

  if you want to you can open it up you [TS]

  could do like a little Film Festival you [TS]

  can take submissions from other people [TS]

  give them the ability to upload their [TS]

  videos just like you might do on YouTube [TS]

  but it's in your site and you control [TS]

  you control the whole thing so let me [TS]

  tell you a little bit about this even at [TS]

  the free level you get html5 video [TS]

  support for your iPhones or iPads [TS]

  whatever they've let cloud-based video [TS]

  hosting they've got streaming they've [TS]

  got built in SEO [TS]

  they've got social network sharing [TS]

  buttons they've got private climene you [TS]

  name it they've thought of it they've [TS]

  built it in so it doesn't matter if your [TS]

  filmmaker if your web publisher if you [TS]

  just want to get a video that you think [TS]

  is cool out there to the world this is [TS]

  what you do too you go to vid me up com [TS]

  vid me up calm and you use the promo [TS]

  code 5x5 within the first 30 days of [TS]

  signing up you get 20% off the lifetime [TS]

  of your paid account so I check them out [TS]

  vid me up calm [TS]

  very cool sign i used a video site whose [TS]

  name I won't mention to put up videos [TS]

  for my Mac I was 10 reviews the most [TS]

  disappoint to see that years later when [TS]

  I go back to view it it says this video [TS]

  has been removed Oh from the you know [TS]

  it's like it's kind of like the implied [TS]

  social contract of if there's some [TS]

  established video site that doesn't go [TS]

  out of business you assume any video you [TS]

  put up there just say that forever [TS]

  yeah those lots of weird rules about and [TS]

  the rules change about we don't want [TS]

  this kind of video on our site anymore [TS]

  so by removing it I mean mine in my case [TS]

  was either one of them might have been a [TS]

  screencast type thing and the other one [TS]

  was I think just like a keynote [TS]

  animation turned into a QuickTime movie [TS]

  and they just slide out we don't want [TS]

  screencast in our site so that's like a [TS]

  new rule and suddenly it goes away yeah [TS]

  annoys me so uh add iBooks as a tool [TS]

  empowering people to be able to make [TS]

  books like they couldn't be for it this [TS]

  is this is strange I heard Andy talking [TS]

  about this too it's not as if in the [TS]

  past there were no tools for people to [TS]

  make like page layout programs exist [TS]

  that's not publishing since existed for [TS]

  a long time all right [TS]

  and so well but now they can make an [TS]

  e-book but what good is that eBook if it [TS]

  only runs on the iPad right I would much [TS]

  rather make a web page have a tool there [TS]

  are lots of good tools for this for [TS]

  making a cool looking web page because [TS]

  then you say like I'm making an HTML [TS]

  page this is going to be viewable for a [TS]

  long time I would not someone my [TS]

  dimensioned on one of the shows or [TS]

  somewhere I saw something saying this [TS]

  would be great to of a scrapbooking like [TS]

  I'll be able to make a scrapbook of like [TS]

  family events or like memories or [TS]

  whatever a Christmas memory or holiday [TS]

  thing or a yearly thing and I'll put my [TS]

  family memories don't put your family [TS]

  memories in in an adult books file that [TS]

  file is probably not going to be [TS]

  readable and you know when you want to [TS]

  see it when you're old and gray right if [TS]

  you put it in HTML file with some tool [TS]

  that do you know standard compliant HTML [TS]

  with like images and text we'd really [TS]

  all you want to do is images in text and [TS]

  maybe a movie you can do all that in [TS]

  HTML that is a much safer place for your [TS]

  memories than in iBooks file or the [TS]

  other alternative is make a paper book [TS]

  and you can do that from iPhoto and have [TS]

  the thing print it out and then put it [TS]

  on your shelf you know uh so I'm not [TS]

  particularly enthusiastic about this [TS]

  being like an amazing new tool that [TS]

  allows people to make real live books [TS]

  real live text books is you can't print [TS]

  these two paper and what you're making [TS]

  them is just a particular format for a [TS]

  particular store on up [TS]

  device it's so narrowly defined uh not [TS]

  that I you know it's almost better you [TS]

  make a PDF so at least you can print it [TS]

  or something or or you know it'll be [TS]

  viewable forever I'd that's why I think [TS]

  this this initiative is I think they're [TS]

  just going about this the wrong way uh I [TS]

  kind of feel for them in the end that [TS]

  they have to they have to come up with [TS]

  an arrangement that's amenable to the [TS]

  people who own this market now they [TS]

  can't just go in as it was discussed in [TS]

  previous shows in the Steve Jobs [TS]

  biography the Isaacson biography they [TS]

  have that section was Steve Jobs saying [TS]

  he wants to disrupt the textbook [TS]

  industry and that's right for disruption [TS]

  and he wants to give away free books uh [TS]

  you know ya have the books written and [TS]

  have them free as long as you buy iPads [TS]

  and a lot of people complained about [TS]

  that when I referenced it on Twitter [TS]

  like oh yeah like those books are gonna [TS]

  write themselves like they're free like [TS]

  content is worth nothing I think they're [TS]

  missing the point the idea would be that [TS]

  Apple would take the tremendous profits [TS]

  from selling iPads tremendous profits [TS]

  look at their earning statements there's [TS]

  a lot of money okay I know it's [TS]

  expensive to produce textbook but they [TS]

  have like billions of dollars prof okay [TS]

  trust me they got no money to textbook [TS]

  take some of that money pay for the best [TS]

  textbook you could possibly imagine to [TS]

  be created and then say hey school if [TS]

  you buy you know ten thousand iPads [TS]

  we'll give you an entire curriculums [TS]

  worth of worth of material for free like [TS]

  there we just want to sell you the iPads [TS]

  and we were going to subsidize the cost [TS]

  of all the super high quality content [TS]

  we'll get the best textbook writers in [TS]

  the world and everything to write our [TS]

  stuff so and that was what Steve Jobs [TS]

  presented in the book and that sounds [TS]

  like you know an interesting idea [TS]

  now remember something else that you [TS]

  also mentioned on Twitter that he that [TS]

  he mentioned in the book was that when [TS]

  they redid I made the iPhone he said [TS]

  he's phone carriers I hate these guys [TS]

  they're bozos can we do an iPhone and [TS]

  not have to deal with cell network right [TS]

  can we and he's just it's like I'm just [TS]

  spitballing here but can we like do a [TS]

  Wi-Fi phone or something or whatever [TS]

  like we all want a cell phone where you [TS]

  don't have to deal with a cell carrier [TS]

  because we all hate the cell carriers [TS]

  and this is Steve's original idea [TS]

  let's we're going to do a phone and AB [TS]

  phone is not going to suck so we [TS]

  certainly can't get involved with these [TS]

  stupid cell carriers that everybody [TS]

  hates and thought the engineers had to [TS]

  come back so it's a non-starter you [TS]

  can't [TS]

  you can't have a cellphone that just [TS]

  uses Wi-Fi people need to be able to [TS]

  call from when their car breaks down on [TS]

  the side of the road you know and so see [TS]

  you had to go alright I guess we can't [TS]

  you know go to singular and you know [TS]

  like so I would imagine that Steve's [TS]

  first idea for the textbooks energy [TS]

  industry is these guys are all bozos [TS]

  they get a lock on this market it's all [TS]

  tied up local politics and corruption [TS]

  and BS and they're doing a crappy job [TS]

  and they don't understand technology we [TS]

  don't want to deal with them at all [TS]

  let's just make let's just hire our own [TS]

  people and pay them tons of money to [TS]

  make awesome textbooks and given it [TS]

  because that'll be such a drop in the [TS]

  bucket compared to how much money we [TS]

  make off iPads and it totally is [TS]

  you know let's set aside 1 billion [TS]

  dollars a year for textbooks if you [TS]

  think that's enough to make some good [TS]

  textbooks I think it is right and let [TS]

  let that have a sell a tremendous number [TS]

  of additional iPads like just every [TS]

  school in the world will be buying iPads [TS]

  because they'll just do the math and say [TS]

  if we buy it once - you know we spend [TS]

  some of the saying they spent like $600 [TS]

  per student but that that's like spread [TS]

  out over you know you buy a set of books [TS]

  in the last five years but when you do [TS]

  the math is still on something like $600 [TS]

  a student well say you spend $300 a [TS]

  student because that's the education [TS]

  discount of the iPads free you know or [TS]

  something like that and you got to think [TS]

  Apple is going to drive down the price [TS]

  of iPads right 300 dollars per student [TS]

  per year at the end of the the kids get [TS]

  to keep them like we give them the iPads [TS]

  like we don't even try to reuse them and [TS]

  we get all the textbook content for free [TS]

  and it's awesome content schools would [TS]

  be like sign me up we're saving [TS]

  tremendous amount of money and we get to [TS]

  be all cool and with Z&M iPads right but [TS]

  the barrier to that is kind of like the [TS]

  barrier to the carrier list iPhone well [TS]

  reality is not you know reality has [TS]

  something to say about that and in [TS]

  reality I imagine is all the same [TS]

  hurdles to textbook sales and the Texas [TS]

  school board and the people who [TS]

  currently control this and the current [TS]

  interests of you know the people that [TS]

  the Bowl the people they had up on the [TS]

  stage in this presentation Pearson and [TS]

  Macmillan and stuff like that those guys [TS]

  aren't just going to roll over and let [TS]

  you do this so the reality is they had [TS]

  to deal with these guys and this is the [TS]

  the deal they came up with it I don't [TS]

  think it's an attractive enough deal to [TS]

  anyone involved that it's going to be a [TS]

  smashing success it's not particularly [TS]

  attractive to the schools because [TS]

  they're not saving tons of money [TS]

  I guess it's attractive to the people [TS]

  who they're partnering with because I [TS]

  think they will be make more money up my [TS]

  understanding is that there there is a [TS]

  much more potential for recurring [TS]

  revenue the textbook Enders really hated [TS]

  the fact they sell to you these books [TS]

  and the books last [TS]

  a long time and then they're sitting [TS]

  there tapping the fingers going so when [TS]

  you gonna buy some new books like ah [TS]

  these ones we have a working fine you [TS]

  sure about that I mean I'm surprised [TS]

  they don't have plants in the school [TS]

  encouraging kids to destroy books they [TS]

  would like the electronic version and [TS]

  say oh it's each student every year you [TS]

  just pay five bucks or 10 bucks or 15 [TS]

  bucks but you got to pay that every year [TS]

  recurring revenue we love it you know uh [TS]

  but we don't who cares if it's good for [TS]

  those guys house like saying oh the [TS]

  iPhone is good for carriers because it [TS]

  uh it gave them more money per customer [TS]

  because the iPhone users all had data [TS]

  plans and stuff like that that's true [TS]

  but we didn't really care about that [TS]

  it's not particularly good for those of [TS]

  us who are into electronic publishing [TS]

  and stuff is now it's just one more [TS]

  format to to target and you can do some [TS]

  interesting things with that but it's [TS]

  not the eBook authoring suite that [TS]

  everyone wanted the the only party I [TS]

  think that is coming out of this head I [TS]

  saw from a couple of independent [TS]

  developers around the net that they were [TS]

  thinking of making a GUI application to [TS]

  make epubs after that but no one wanted [TS]

  to go near that because they knew Apple [TS]

  was was doing something this area but [TS]

  now that Apple has announced what [TS]

  they've done those indie developers like [TS]

  hey we can actually do this because it [TS]

  looks like Apple doesn't have any [TS]

  interest whatsoever in this market so if [TS]

  some independent Mac person makes a [TS]

  truly good standards-compliant ePub [TS]

  generating application where you can [TS]

  take an ePub a standing standard [TS]

  compliant epub throw it on there edit it [TS]

  and you know edit it in place and save [TS]

  it out so it's not just you know export [TS]

  only and it's all standards compliant it [TS]

  tries to be viewable in as many [TS]

  different places as possible I know many [TS]

  people in that industry who would snap [TS]

  that up and it's not the type of thing [TS]

  where it's like oh it's Microsoft Word [TS]

  every worker in the United States going [TS]

  to buy a copy but it is something where [TS]

  an indie Mac developer or small Mac [TS]

  developer company with a few employees [TS]

  that's a big business for them you know [TS]

  what I mean so that's the only the only [TS]

  silver lining here is that I think the [TS]

  field is now wide open for independent [TS]

  Mac developers to make a kick-ass epub [TS]

  development environment and platform [TS]

  because certainly calibre is not [TS]

  satisfying the people who are in the [TS]

  industry and we have the tools that are [TS]

  available and like I said Amazon Amazon [TS]

  has some place here emma's I can stick [TS]

  to what it's got it could have I figure [TS]

  what the Kindle format is the Kindle [TS]

  format based on the the Kindle Fire [TS]

  format that they have some new format [TS]

  that you're able to do fancier stuff [TS]

  with I don't know [TS]

  there Moby's format is ancient that like [TS]

  the the candle can read PRC files which [TS]

  is like a palm the thing from you know [TS]

  and and text files and can view PDFs a [TS]

  little bit but well the Kindle the Kin I [TS]

  think you're talking about kf8 or kindle [TS]

  format yeah [TS]

  and I'm I know I know that it does a lot [TS]

  of other things that you know because it [TS]

  supports html5 and css3 and fixed [TS]

  layouts and embedded fonts all that [TS]

  stuff but it's not Ipoh no it's not Ipoh [TS]

  yeah no I it's interesting that all all [TS]

  these book technologies are like look [TS]

  they don't want to reinvent the wheel [TS]

  they all once HTML became standardized [TS]

  and powerful especially CSS they all [TS]

  leverage that to build their formats on [TS]

  top oh right and then it's just kind of [TS]

  arguing about the details like what are [TS]

  the files called and right at the cover [TS]

  image where do you put the metadata and [TS]

  what formats you put the metadata and [TS]

  how do you give him sit up you know if I [TS]

  found a link for the kindle format [TS]

  described I'll throw it into the into [TS]

  the show notes yeah for those who are [TS]

  curious about the end the ins and outs [TS]

  of how this thing works someone in the [TS]

  chat one also brought up the through [TS]

  member push pop press remember those [TS]

  guys oh yeah so I made a book of in Al [TS]

  Gore's book our choice which I'm [TS]

  assuming with some environment don't [TS]

  think I never actually looked at it it [TS]

  was in it is it is they build themselves [TS]

  as Al Gore's choice yeah and it was an [TS]

  iPad app a native app yeah and it did [TS]

  amazing stuff with interactivity and it [TS]

  was kind of like an interactive [TS]

  experience more than a book it was very [TS]

  interesting this was a company that uh [TS]

  Mike mattis I don't know if I'm [TS]

  pronouncing his name correctly he was a [TS]

  he was a designer for work will Shipley [TS]

  at delicious monster and then he went to [TS]

  work for Apple designing many of the [TS]

  graphics that we see every day on our [TS]

  iPhones and in other contexts and then [TS]

  he left Apple to go on his own and did [TS]

  this press thing and then Facebook [TS]

  brought out push pop press he had a [TS]

  tweet today saying that I forget what it [TS]

  was it was some sort of kind of snarky [TS]

  tweet about how even though he doesn't [TS]

  work at Apple looks like his design is [TS]

  still influencing the company because a [TS]

  lot of the demos for apples textbooks [TS]

  look a lot like the demos they had for [TS]

  push pop press stuff which is true but [TS]

  you know I don't think I don't know I [TS]

  don't feel bad that Apple like stolen [TS]

  his idea of something because hey he's [TS]

  already moved on [TS]

  Facebook has bought them out and he's [TS]

  doing something entirely different to [TS]

  Facebook I assume and be it's not the [TS]

  first time we've seen interactive books [TS]

  where you can like do stuff and he did a [TS]

  particularly nice one that's true but [TS]

  apples using HTML and he was using [TS]

  native apps and it's all very different [TS]

  so I don't think he has any reason to be [TS]

  bitter but he might have just been [TS]

  kidding so I think that's all I have to [TS]

  say on this iBooks Author thing I'm [TS]

  generally disappointed in it I think [TS]

  they went the wrong way here and I [TS]

  really think Amazon could shock the [TS]

  world if they fully embraced ePub epub [TS]

  three uh to like cement their lead [TS]

  because Apple has Apple is stumbling [TS]

  here and they can go in for the kill by [TS]

  going the other direction and say you [TS]

  know what we're going to support her old [TS]

  Kindle format so we're always going to [TS]

  have her own DRM and everything but we [TS]

  are fully supporting going forward epub [TS]

  three and they just need a partner or [TS]

  maybe you'll do themselves God knows [TS]

  Amazon is not afraid to enter markets to [TS]

  make really great authoring tools for a [TS]

  standard format you know everyone is [TS]

  looking for that part of the reason the [TS]

  music business took off so big is [TS]

  because we had mp3 or even AAC [TS]

  we had formats that preceded the [TS]

  explosion of the market so there wasn't [TS]

  like you know Sony tried to do with a [TS]

  track a TR AC or something making a [TS]

  proprietary formats the fact that [TS]

  everyone kind of agree with mp3 works [TS]

  everywhere their mp3 players every even [TS]

  mp3 works on iPods even though apples do [TS]

  in AAC which is also an open standard [TS]

  and b3 works everywhere so there's no [TS]

  arguing or formats and epub world has [TS]

  always been hindered [TS]

  epub well the e-book world has always [TS]

  been hindered by the million different [TS]

  formats it's better for everybody and [TS]

  it's a tide that will lift all boats if [TS]

  we could just not keep arguing about the [TS]

  stupidity of different formats and stuff [TS]

  and switch to arguing about the [TS]

  stupidity of different dear Rams I guess [TS]

  but that's still an improvement so [TS]

  Amazon can make as the market leader [TS]

  Amazon can make that happen and I really [TS]

  hope they do as it's clear that Apple's [TS]

  not not going to there so I predict [TS]

  boring mediocre things for apples I book [TS]

  authors effort Apple feel free to prove [TS]

  me wrong a year from now what what are [TS]

  we going to see a new version of this [TS]

  that is better and makes [TS]

  and at the very least I would hope they [TS]

  would make something that you can got on [TS]

  your note like do they even want to make [TS]

  something you can view on the iPhone [TS]

  obviously they're going to improve the [TS]

  authoring app and they're going to [TS]

  improve the capabilities and they're [TS]

  going to remove bug bugs and everything [TS]

  and maybe the alter the pricing [TS]

  structure and stuff like that but I [TS]

  don't this is going to be at best the [TS]

  hobby for them at best it almost makes [TS]

  me think like it's like a sentimental [TS]

  project because but the last one one of [TS]

  the last ones that Steve really wanted [TS]

  to do like well we'll do it and we'll do [TS]

  it the way he wanted to do it but I do [TS]

  not predict good things Oh one thing I [TS]

  forgot to talk about that I'm surprised [TS]

  the chat room hasn't been yelling at me [TS]

  to talk about is a license agreement I [TS]

  know you talked about this with Andy but [TS]

  this is another reason that I think [TS]

  their heads up there but it any any any [TS]

  iBooks file you make with this can only [TS]

  be sold through Apple Store according to [TS]

  the license agreement on the software [TS]

  sold not distributed but sold you can [TS]

  give it away for free to whoever you [TS]

  want right but if you decide I've made [TS]

  this file and if you send me five [TS]

  dollars in the mail in an envelope I [TS]

  will put the file on a floppy disk and [TS]

  send it to you you can't do that right [TS]

  according to the License Agreement you [TS]

  can but could they buy a t-shirt from [TS]

  you and you know this is included it [TS]

  seemed there there was a in the fact was [TS]

  like if you have any subscription [TS]

  service like I was thinking from ARS [TS]

  Technica's perspectives are expecting [TS]

  yourself subscriptions and part of the [TS]

  benefits of the descriptions you would [TS]

  downloadable versions of many of the [TS]

  articles you write in a PDF format an [TS]

  ePub so say you pay our stacking of our [TS]

  subscription and can then as part of [TS]

  your subscription should you be able to [TS]

  download iBooks format versions of [TS]

  articles I think that's against apple's [TS]

  rules too they would say all right now [TS]

  if you do any subscription service or [TS]

  anything like that or it's bundled as [TS]

  part of your making any money off things [TS]

  that you produce with this free tool of [TS]

  ours and not you have to go through us [TS]

  right I don't know about the legal [TS]

  implications of that whether it is legal [TS]

  I don't know about the enforcement [TS]

  implications could could you possibly [TS]

  enforce this out well actually I do know [TS]

  about that it's impossible to enforce a [TS]

  hundred percent obviously like anything [TS]

  that happens in the internet but you [TS]

  don't care about a hundred percent you [TS]

  just care like you can't build the [TS]

  business on this you know [TS]

  that's what they've done they basically [TS]

  said look it's free tool we're giving [TS]

  away for free [TS]

  if you want to make money off it we need [TS]

  to cut take it relief I think that's a [TS]

  silly move - I don't think it's evil I [TS]

  just think it's dumb you know it was [TS]

  crazy it's like if you bought Microsoft [TS]

  Word and they said any time you sell any [TS]

  content in a Microsoft Word format that [TS]

  we have to get a cut so Harry Potter was [TS]

  written in Microsoft Word and Microsoft [TS]

  will get it kind of you know that apples [TS]

  not saying it owns your novel they're [TS]

  saying they that they need a cut if you [TS]

  sell an iBook version of your now you [TS]

  can copy and paste that text add it to [TS]

  Word and then you know send it to your [TS]

  editor and have them print it up or make [TS]

  an ePub or whatever but use our app you [TS]

  make it in this format that's why it's [TS]

  our format it's naughty puppy make it an [TS]

  art format we need to cut really dumb [TS]

  silly I mean given that they've already [TS]

  screwed up so badly but by making you [TS]

  only be able to make things for their [TS]

  store this is just icing on the cake it [TS]

  doesn't I guess doesn't really limit you [TS]

  anymore because we realistically what [TS]

  were you can do with that anyway you're [TS]

  gonna sell it individual in your website [TS]

  and say you need to I paid for it I [TS]

  don't know it's just it's just silly uh [TS]

  and again I understand the why they felt [TS]

  like they had to do this because you can [TS]

  make cooler looking books when you're [TS]

  not constrained by being standards [TS]

  compliant but it's not like they're [TS]

  saying what we really wanted to do it [TS]

  the right way but the reality for us [TS]

  just do it slightly in a different way [TS]

  but we're trying to converge on on an [TS]

  open environment we're trying to [TS]

  converge on that you know Amazon's the [TS]

  proprietary bad guy and we're going the [TS]

  rest of the industry is going to [TS]

  standardize an ePub and we're going to [TS]

  make a gravy pop authoring suite and by [TS]

  the way if you make epubs with specific [TS]

  extensions they look great on the iPad [TS]

  too but really you can make generic [TS]

  epubs out of that they're not doing that [TS]

  it's clear that are doing that I think [TS]

  that's a mistake [TS]

  so you think but I think that what you [TS]

  just said or the entire issue or what I [TS]

  think about this as far as the show but [TS]

  all that wrapped in one I mean I do have [TS]

  another topic here I have Wikipedia that [TS]

  I want to talk about but I think it's [TS]

  probably too long and I really do want [TS]

  to do get a show that's not too long [TS]

  this is where we should get this would [TS]

  be the self-restraint that you would [TS]

  need to show yeah I have that restraint [TS]

  I will save Wikipedia for another day [TS]

  because I don't think there's any way I [TS]

  can talk about that oh and look at that [TS]

  look at lurking under Wikipedia I've got [TS]

  re FS you know about that re FS are EFS [TS]

  yeah it's like ZFS but you have a speech [TS]

  impediment [TS]

  this is reliable on disk file system [TS]

  unto structures right resilient files [TS]

  resilient okay the new initiative as [TS]

  part of Windows 8 I want to talk about [TS]

  that but not today [TS]

  okay so tomorrow or next week [TS]

  Wikipedia Andrea FS a lot of people have [TS]

  asked about Rio FS and I've been reading [TS]

  up on and it's very interesting and what [TS]

  do I think about this textbook thing [TS]

  this iBooks Author [TS]

  gonna sound more down on it than other [TS]

  people are other people sound more [TS]

  excited than me [TS]

  well I think I think the people who are [TS]

  really excited about it [TS]

  you know I think Andy dispelled a lot of [TS]

  that yesterday when he created a book [TS]

  and sent me the book and said you know [TS]

  this is this is what it is but it [TS]

  imposes all of these limitations it [TS]

  imposes this structure it really is for [TS]

  creating textbooks this version of it [TS]

  and that you know pages remains as [TS]

  perhaps a better way if you just want to [TS]

  flow some text and get it into an [TS]

  e-reader use pages pages is not a great [TS]

  ebook development platform either I can [TS]

  tell you that no I said I know it's not [TS]

  yeah but maybe this is more simply [TS]

  saying pages is the preferable [TS]

  alternative for certain people than the [TS]

  awesome new application they give right [TS]

  yeah so open to the chat room asked [TS]

  about SOPA the reason none of us and [TS]

  does anyone talked about SOPA we're all [TS]

  against it yeah that's a simple that's [TS]

  why we never talk about this there's [TS]

  nothing to discuss it's stupid and yeah [TS]

  yeah we just did the SOPA discussion [TS]

  yeah we have [TS]

  all right so that's it yeah all right [TS]

  you sure it's we sure I feel it feels [TS]

  feels a little weird I know it's a good [TS]

  feeling no it's exciting all right have [TS]

  a good week John you do [TS]

  [Music] [TS]