42: The Wrong Guy


  this is hypercritical it is a weekly [TS]

  talkshow ruminating on exactly what is [TS]

  wrong in the world of Apple and related [TS]

  technologies and businesses nothing is [TS]

  so perfect cannot be complained about [TS]

  bhaijaan siracusa who co-hosts this show [TS]

  with me I'm Dan Benjamin today is [TS]

  November 11 2011 this is episode number [TS]

  42 we would like to thank our sponsors [TS]

  reinvigorate net and Raven dot IO and in [TS]

  fact a reinvigorate is also sponsoring [TS]

  all of our bandwidth this month [TS]

  reinvigorate dotnet real-time web stats [TS]

  and heat maps tell me more about them as [TS]

  the show goes on hi John siracusa I'd [TS]

  and Benjamin how are you feeling all [TS]

  right you sound good yeah but we're not [TS]

  gonna matter game control that's what [TS]

  did it [TS]

  ah sounds like oh you've been working [TS]

  out no no definitely not okay all right [TS]

  do you know what today's show is about [TS]

  damn Microsoft No uh killing the [TS]

  dashboard so it doesn't occupy too many [TS]

  resources on your MacBook Air oh no no [TS]

  no we're gonna talk about the Steve Jobs [TS]

  studiously avoided listening to any of [TS]

  your other shows that discuss that it [TS]

  didn't lessons Andy a knocko show and he [TS]

  discussed it Kay yester whatever Gruber [TS]

  show was we started talking about the [TS]

  bio I turned that off uh-huh [TS]

  I don't think Marco talked about it at [TS]

  all but not really avoiding all the [TS]

  discussions because I'm assuming you all [TS]

  have very similar things to say and it's [TS]

  harder to save them and sound fresh if [TS]

  you've heard a bunch of other people say [TS]

  the same things but you don't have that [TS]

  luxury unfortunately I like I like here [TS]

  in the book I I Finn it I'm so close to [TS]

  finishing it I'm within pages pages of [TS]

  being done I would know so don't ruin [TS]

  all these a last show where we're going [TS]

  to talk about it I figured now surely [TS]

  you will have finished it I read it [TS]

  enough that I can do you didn't listen [TS]

  to the earlier show so you don't know [TS]

  but I'm I am but I don't have it on my [TS]

  desk right now so I'm not going to be [TS]

  reading passages from it so I will rely [TS]

  on you to read the passages oh great [TS]

  well yeah I'm sure you have a someone [TS]

  who can get you your copy of the book I [TS]

  don't want to inconvenience anybody you [TS]

  want me to go away alright you know what [TS]

  you talk in a second and all gonna be on [TS]

  your you think that's going to be on [TS]

  your gravestone I don't want to [TS]

  inconvenience anybody so far away [TS]

  alright this is what they call dead air [TS]

  Jenna let's talk about something you [TS]

  just throw down a marker now we donate [TS]

  it for content I've got the book on my [TS]

  desk [TS]

  alright ready oh but before we do the [TS]

  book we will do some follow-up just a [TS]

  little bit Fe huh yeah so Chris Moore [TS]

  writes in to clarify the pronunciation [TS]

  of the of Sony's handheld the gaming [TS]

  platform the PSP it's spelled vit a and [TS]

  every time apparently I've talked about [TS]

  it in the past two or three shows I've [TS]

  waffled on how to say it because I don't [TS]

  know well here he is someone who lives [TS]

  in Japan and he tells me that the [TS]

  Japanese name for this thing uses [TS]

  phonetic lettering and the pronunciation [TS]

  is Vita live in la vita loca yeah kind [TS]

  of sounds like Viva that they says that [TS]

  Japanese doesn't specify what syllable [TS]

  the emphasis is on but it seems like it [TS]

  should be vita so there you go store [TS]

  that in your your notes for any future [TS]

  shows where I don't think any of your [TS]

  other hosts know that the PSP Vita [TS]

  exists but if it ever does come up now [TS]

  you'll know the correct pronunciation so [TS]

  what is it something this is kind of [TS]

  semi related but what is this new [TS]

  Nintendo three [TS]

  the 3ds that's not me no what is this [TS]

  thing well finally got Mario so it's [TS]

  finally on my radar okay that's not how [TS]

  long is a 3d a spin-out camera a year [TS]

  who cares it didn't have Mario it [TS]

  doesn't you know that's like saying oh [TS]

  well we got this new car but there's no [TS]

  gas for it so I find Rhino with the what [TS]

  the D the Nintendo DS is yes so this is [TS]

  a in the same line of products but it's [TS]

  not that they added 3d to it it's [TS]

  there's more to it than that they also [TS]

  changed all the chips inside it and it's [TS]

  more powerful and so on and so forth or [TS]

  the big headline feature is that it has [TS]

  3d capability and [TS]

  it's that glasses-free 3d where it sends [TS]

  like the left eye image sort of shooting [TS]

  off the left and the right I am and [TS]

  shooting off to the right side a line [TS]

  your your head to the center of the [TS]

  display to see the 3d effect but you [TS]

  don't need glasses you don't need any [TS]

  shutter glasses or anything like that to [TS]

  get headaches from this thing I don't [TS]

  own one I'm not big on handhelds games [TS]

  some people say they do get headaches [TS]

  from it but the best thing about 3ds is [TS]

  that has a little slider next to the [TS]

  screen that you can slide up or down and [TS]

  sliding it all the way down just makes [TS]

  it 2d so if you slide this thing all the [TS]

  way down is there a benefit to having [TS]

  this over the just the regular one yeah [TS]

  it's more powerful bigger screen the [TS]

  game's a better looking the chat room [TS]

  says March 27 2011 was the US release of [TS]

  the 3ds okay it's been having a little [TS]

  bit trouble in the market because of [TS]

  competition from iOS games and stuff [TS]

  like that and they've had to reduce the [TS]

  price already and it's a source of much [TS]

  consternation in the world of Nintendo [TS]

  but some good software is coming out for [TS]

  it now as you noted the new Mario game [TS]

  everybody loves they did a port of [TS]

  Legend of Zelda Ocarina of Time to the [TS]

  3ds where they didn't just port it from [TS]

  the 10 to 64 they also improved all the [TS]

  graphics and added 3d of course so I've [TS]

  never been into the handheld gaming [TS]

  platforms at all because I'd rather play [TS]

  on a big screen and I want a whole [TS]

  little thing but kids obviously love it [TS]

  do you have one of these or you're [TS]

  saying by explanation of what you just [TS]

  said that you did not have one I do not [TS]

  have one I showed it to my son when it [TS]

  was in the store they have a little [TS]

  store displays where you can you know [TS]

  sit there in front of it and did a [TS]

  little slider and he played it for a [TS]

  couple seconds but it wasn't so blown [TS]

  away that he said oh my god I have to [TS]

  have one of those because you know he [TS]

  gets to play on the big TV screen so I'm [TS]

  not sure how we do the little portable [TS]

  things is the the the leaf blowers are [TS]

  back yeah they'll be gone in a minute [TS]

  all right I think unless I messed up my [TS]

  notes this next follow up is from the [TS]

  same person Chris Moore or somebody with [TS]

  the same name we talked about Windows 8 [TS]

  contracts a couple shows ago mm-hmm and [TS]

  I was mentioning how uh it was similar [TS]

  to Apple's ancient technology that [TS]

  nobody remembers called publish and [TS]

  subscribe which was similar to oily and [TS]

  calm and blah blah but I mentioned that [TS]

  the difference in naming were published [TS]

  and subscribe is kind of a liberal arts [TS]

  type of name about you [TS]

  Media publishing and magazines for [TS]

  subscriptions or whatever and contracts [TS]

  is like a legal thing so it was [TS]

  interesting which that which company [TS]

  came up with which term well Chris [TS]

  points out that another place where our [TS]

  contracts could have come from is [TS]

  designed by contractor you familiar with [TS]

  that concept in programming yes but I [TS]

  think it would be ideal if you could [TS]

  detail and explain it for the listeners [TS]

  I don't know all the other thing I know [TS]

  about it is what I read in a notebook [TS]

  years and years ago but it's actually [TS]

  you you it's a way of formalizing the [TS]

  relationship between entities in a [TS]

  program where you say what I call this [TS]

  function is I have a contract with this [TS]

  function in my contract is before I call [TS]

  this function XY and Z will be true and [TS]

  after I call its connection function P Q [TS]

  and X will be true I'm probably mangling [TS]

  it but there are some it prescribes its [TS]

  software designers should define formal [TS]

  precise and verifiable interface [TS]

  specifications for software components [TS]

  or components as you say which extend [TS]

  the ordinary definition of abstract data [TS]

  types with preconditions post conditions [TS]

  and invariants these specifications are [TS]

  referred to as contracts in accordance [TS]

  with a conceptual metaphor with the [TS]

  conditions and implications of business [TS]

  contracts yeah and some some languages [TS]

  have sort of built-in support for this [TS]

  concept there better support for this [TS]

  concept the book I read about it in was [TS]

  of course the a Perl book about a [TS]

  auditory design and one of the types of [TS]

  oh that you can do with Perl is design [TS]

  by contract and they showed an [TS]

  implementation of it and why you might [TS]

  want to do it so it's possible that's [TS]

  that but that's where they came I hadn't [TS]

  thought of that but I haven't thought [TS]

  about design by contract in many years [TS]

  and finally one more on Apple and [TS]

  television stuff we did a show was the [TS]

  last week recently where I rambled on [TS]

  for a long time about Apple's prospects [TS]

  for TV television sets talking about [TS]

  what what Apple needed to make go of it [TS]

  in this game I mostly it came down to [TS]

  all that they can a girth at have enough [TS]

  content to get people over to their [TS]

  product are they gonna have a critical [TS]

  mass of content could they ever have [TS]

  enough content to persuade more or less [TS]

  everybody that this is an equivalent or [TS]

  better service than their existing cable [TS]

  subscription and you know the [TS]

  technologies in the input method how are [TS]

  we going to control this thing [TS]

  just sort of remote what about Siri so [TS]

  that's what we discussed in the show and [TS]

  one thing I had my notes that just [TS]

  didn't get to and someone brought out [TS]

  this was Russ newcomer assuming I'm [TS]

  pronouncing his name correctly he didn't [TS]

  give a pronunciation I don't think the [TS]

  thing he brought up is so let's say in [TS]

  my fantasy scenario Apple gets in that [TS]

  they get all the content like you know [TS]

  everything Showtime HBO all the sports [TS]

  just you know everything anybody needs [TS]

  that that's a non-issue and they figure [TS]

  out the interface thing so it's like wow [TS]

  you know if you're currently I've cable [TS]

  you should get this Apple thing because [TS]

  it's great I can watch all my shows it's [TS]

  it's it's a deal financially and I love [TS]

  this new interface they still face the [TS]

  problem of you can't just take everybody [TS]

  who currently watches cable television [TS]

  and switch them to this new Apple thing [TS]

  because we all assume this new Apple [TS]

  thing will be sending you television [TS]

  programming over the internet like no we [TS]

  don't even discuss that on all the shows [TS]

  we talked about do you no one is [TS]

  discussing well how these programs get [TS]

  to the houses we just assume it's the [TS]

  internet right well the cable television [TS]

  has a huge advantage over television [TS]

  stream from the internet and that cable [TS]

  television is broadcast they broadcast [TS]

  the channels you tuned in to the [TS]

  channels that you want it's much more [TS]

  efficient than streaming an individual [TS]

  thing to each person's house and most [TS]

  sort of broadband internet networks are [TS]

  massively oversubscribed they assume [TS]

  that everybody who subscribes the [TS]

  comcast cable or whatever is not pulling [TS]

  the maximum bandwidth that they're [TS]

  allowed according to their contract at [TS]

  the same time they're just not enough [TS]

  bandwidth that so Apple's success in [TS]

  this area assuming they were just [TS]

  fabulously successful and have this [TS]

  amazing everybody wanted like an iPad [TS]

  like success with it just sells you know [TS]

  every people dropping their cable [TS]

  subscription left to right and sign up [TS]

  for this thing very quickly I think they [TS]

  would run into the the issue that we [TS]

  just don't have the right infrastructure [TS]

  for this to work I mean CBN's and stuff [TS]

  like that can really help in terms of [TS]

  not sending the bits all the way across [TS]

  the country and everything but for [TS]

  things like live streaming for example [TS]

  some sort of broadcasting seems like it [TS]

  has to be necessary or at least some [TS]

  sort of agreement with ISPs or that [TS]

  there's a technical problem [TS]

  King out there in the massive success [TS]

  scenario no maybe this is not a problem [TS]

  because it's not like they're going to [TS]

  overnight get all these subscribers and [TS]

  then you know but it this is another [TS]

  example of where it seems like they have [TS]

  to cooperate with the people they're [TS]

  supposedly competing with to ever [TS]

  achieve the massive success that I think [TS]

  they would want to have you know so if [TS]

  it had to work with the ISPs work with [TS]

  Verizon and Comcast well you know just [TS]

  say let's let's get in this together [TS]

  I'll give you cut of the money but we [TS]

  got to figure out some way to get all [TS]

  this content at these people's houses [TS]

  because you know we the nerds watching [TS]

  Netflix and stuff like that but most [TS]

  people are watching broadcast television [TS]

  not over-the-air broadcast but broadcast [TS]

  on cable and FiOS and stuff so I thought [TS]

  that was a good point to that I forgot [TS]

  to get to in that discussion [TS]

  all right jobs bio this is the book came [TS]

  out a number of weeks ago Steve Jobs is [TS]

  titled by Walter Isaacson this is a [TS]

  freshly freshly me now did you did you [TS]

  read this on a Kindle or did you read [TS]

  this did you read this instead on on a [TS]

  you know hardcover book we have an [TS]

  actual kindle device in the house or the [TS]

  Kindle second-gen I've tried to use it a [TS]

  few times but I'm a very long time ebook [TS]

  reader from the days way before ye Inc [TS]

  was available before the Kindle from [TS]

  like 2002 I've only been reading ebooks [TS]

  and I'm very used to reading on like a [TS]

  little originally on a palm device but a [TS]

  little handheld LCD screen I usually [TS]

  don't get access to the iPad because my [TS]

  wife is using it but she does let me use [TS]

  her Kindle book she doesn't use that [TS]

  much I just can't get into it so I read [TS]

  it the same place I read almost [TS]

  everything these days which is on an [TS]

  iPod touch [TS]

  and where I bought it I did buy it [TS]

  through the Kindle bookstore so you read [TS]

  you read this whole book an iPod touch I [TS]

  read this is the thing I tell people who [TS]

  couldn't believe that you read [TS]

  electronic books in 2002 or 2001 or [TS]

  whatever telling people that you read [TS]

  books electronically made you seem crazy [TS]

  and the thing I always tell them is that [TS]

  I read Lord of the Rings on a 160 by 160 [TS]

  pixel screen the entire trilogy [TS]

  including that plus the Hobbit Hobbit [TS]

  plus Lord of the Rings on a [TS]

  160 by 160 screen and I read that series [TS]

  of books twice why do you think about [TS]

  how big 160 160 pixels is do that that [TS]

  like a Retina Display icon on [TS]

  springboard is probably bigger than you [TS]

  must not wear glasses I do wear glasses [TS]

  I'm but I'm nearsighted but the thing is [TS]

  Lyman obviously that was not ideal but [TS]

  the advantages of having all those books [TS]

  in that little device or I remember [TS]

  dreaming about boy if you know if this [TS]

  screen on my palm thing could get a [TS]

  little bit bigger than this 160 560 [TS]

  square maybe double the res and become [TS]

  like you know a portrait to spray [TS]

  display proportion man I'd be able to [TS]

  see so much text and the iPod Touch is [TS]

  basically that amazing device you know [TS]

  even just the first gen iPod Touch Wow [TS]

  look at all these words and of course [TS]

  the iPad is even bigger carrying alien [TS]

  chat room a sofa I worked for an early [TS]

  book Apple yes I worked for a book was [TS]

  originally peanut press that became palm [TS]

  digital me when Tom bought them and then [TS]

  went through several different name [TS]

  changes and ownership changes and sad [TS]

  things happened in the end but we were [TS]

  at one time the world's biggest ebook [TS]

  store literally we were just not very [TS]

  big so so yeah I read the book in the [TS]

  Kindle version pretty much entirely on [TS]

  my ipod touch as usual and you you have [TS]

  the paper version I saw in a little [TS]

  picture when you're recording with genre [TS]

  I do I have a the hardcover version of [TS]

  the book reading it as it was intended [TS]

  to be read know about that I don't know [TS]

  about that either but I do have a the [TS]

  print copy because I like that I like [TS]

  that I haven't people are upset with me [TS]

  because apparently I am id Facebook's [TS]

  when I read them but that is the the [TS]

  price I must pay to be an electronic [TS]

  book saved me from the fate of all the [TS]

  people in the chat room is I am I was [TS]

  one of those people who did not break [TS]

  the bindings on my softcover books [TS]

  forget about dog ears or notes in the [TS]

  margins right like that I have my books [TS]

  were so pristine that you could I first [TS]

  of all when I would when I bought [TS]

  physical books I would hunt through the [TS]

  bookstore to pick up the least damaged [TS]

  one because if you look at like you know [TS]

  so you can buy the latest in King book [TS]

  and they have 8,000 copies in the shelf [TS]

  some lovers will already screw it up [TS]

  corners are messed up they haven't been [TS]

  creased the manufacturing defect someone [TS]

  broke the the spine of writing of itself [TS]

  cover you know so I will pick the very [TS]

  best one and then read it without [TS]

  causing any damage to the book at all so [TS]

  that it looks the same when I'm done [TS]

  with it as I did when I first bought it [TS]

  and that's how I that's how I used to be [TS]

  - yeah so I went through a long phase of [TS]

  that and I have a pretty big collection [TS]

  of very very good condition books but [TS]

  that electronic book saved me don't [TS]

  worry about that anymore really yeah [TS]

  amen all right before we get too into [TS]

  this let's let's do our first sponsor [TS]

  all right [TS]

  it's Raven dot IO have you heard about [TS]

  this you're using the new browser That's [TS]

  So Raven no I'm not I'm not using the R [TS]

  and I have heard about the Raven browser [TS]

  but I've forgotten what it is so you [TS]

  remind me it's a new browser John it [TS]

  allows you to install your favorite web [TS]

  apps into it okay so it has this really [TS]

  cool feature called the smart bar [TS]

  gelasio effortlessly switch between [TS]

  webpages web apps whatever it is so you [TS]

  would add in there ours Technica the fat [TS]

  bits now you'd add five by five you do [TS]

  instapaper you put the sim code during [TS]

  fireball whatever it is and of course [TS]

  you could put Basecamp in there too you [TS]

  could put all your favorite sites in [TS]

  there and then with a single click you [TS]

  will be able to switch between them in a [TS]

  very very cool intuitive way and has a [TS]

  built in web app shop listen this is [TS]

  just it's insanely great you just [TS]

  everybody should go and try this thing [TS]

  it's free it's not like I'm asking you [TS]

  to spend money I'm asking you to go try [TS]

  out this really cool browser it's a [TS]

  really cool new approach that I have not [TS]

  seen before that that really really [TS]

  works nicely corsets for Mac OS 10 [TS]

  of course it's awesome and it's free [TS]

  Raven dot IO and of course you can [TS]

  follow these guys there raven browser on [TS]

  twitter go check it out free my you know [TS]

  free go try I tried that it's got [TS]

  explicit support for the for the Google [TS]

  Apps too doesn't it show actual support [TS]

  for Gmail and very special very special [TS]

  so you are you now unable to say the [TS]

  word bar without saying it like that I [TS]

  think so you've done that to yourself I [TS]

  have done I've ruined myself again [TS]

  sorry builds character so right here we [TS]

  get this book so long is the long book [TS]

  yeah that's the beautiful thing about it [TS]

  ebooks is you don't really know how long [TS]

  things are it's a series of Kindle dots [TS]

  or whatever so here's my here's my intro [TS]

  to the book what I'm gonna try to do is [TS]

  I I tried to write up like a summary so [TS]

  I don't ramble on for too long and then [TS]

  I'm going to go into the individual [TS]

  instances and start quoting from the [TS]

  book and getting cranky and and picky [TS]

  and stuff like that okay but I'll try to [TS]

  do the review for so now are you going [TS]

  to be able to reference a specific page [TS]

  are you going to have to say oh now [TS]

  forget it I have no idea what these [TS]

  pages are haha but it's in the magical [TS]

  world of electronics you could just [TS]

  search for it did you have a paper [TS]

  version just scan every page with your [TS]

  eyes until you find that's why you [TS]

  should buy electronic books mm-hmm all [TS]

  right so there's a documentary that [TS]

  aired on PBS many many years ago called [TS]

  triumph of the Nerds it's created by [TS]

  Robert Greene Julie who is a now as [TS]

  blogger and is written for various tech [TS]

  publications over the years and it was [TS]

  one of the first attempts to collect [TS]

  together sort of all the players in the [TS]

  tech industry to talk about the tech [TS]

  industry I wish I knew what year was I [TS]

  should have had this prepared what year [TS]

  was trying for the nerds 1996 95 [TS]

  something like that 95 I think and in it [TS]

  of course Steve Jobs was interviewed at [TS]

  this time he was it at next not yet back [TS]

  at Apple but they were talking with him [TS]

  about you know the things that happened [TS]

  at Apple in the early years or whatever [TS]

  and one of the things that happened that [TS]

  they were discussing was a John Sculley [TS]

  was brought in as the CEO of Apple this [TS]

  was back when Steve Jobs was a young kid [TS]

  and they didn't think he was equipped to [TS]

  run the company it had a series of CEOs [TS]

  before John Sculley was brought in and [TS]

  the Apple board wanted to find a new CEO [TS]

  and Jobs sort of pitched scully on the [TS]

  idea the famous phrase of like do you [TS]

  want to sell sugar water for the rest of [TS]

  your life or do you want to come and [TS]

  change the world John Sculley was at [TS]

  that time I was a CEO who's up some [TS]

  uppity up at Pepsi company so that was [TS]

  the sugar water comment right so [TS]

  basically he he would Scully to come and [TS]

  run Apple format eventually it came to [TS]

  pass that there was a conflict and [TS]

  within the upper echelon of the [TS]

  executives in Apple and it was sort of [TS]

  Scully versus jobs and Scully won the [TS]

  the Apple Board of Directors back Scully [TS]

  and Jobs was booted out of the company [TS]

  more or less by taking away all his [TS]

  responsibilities and just left right and [TS]

  so during the triumph of the Nerds thing [TS]

  the interviewer asked ah what what jobs [TS]

  in 1996 thought of that that he had been [TS]

  out of Apple for many years he'd been [TS]

  working on next but it hadn't really [TS]

  been a smashing success and here's what [TS]

  Jobs had to say about John Skelly and [TS]

  this is a great interview by the way [TS]

  should if you've never seen charms to [TS]

  the Nerds you should go find a [TS]

  downloaded watcher that's great job said [TS]

  what can I say I hired the wrong guy mmm [TS]

  all right and reverse the Skelly so [TS]

  reading the Walter Isaacson Steve Jobs [TS]

  bio if I had to summarize my take on the [TS]

  book I would say what can I say he [TS]

  picked the wrong guy to write his bio [TS]

  because Walter Isaacson for what did [TS]

  whatever his strengths might be was [TS]

  absolutely the wrong guy to write the [TS]

  official biography of Steve Jobs why and [TS]

  well before we get to that like so what [TS]

  the thing I can't emphasize this is not [TS]

  the thing that is special about this [TS]

  book because many many books have been [TS]

  written about Steve Jobs and Apple is [TS]

  that this is the one book with the one [TS]

  guy who had official authorized access [TS]

  to Steve Jobs everybody else it was like [TS]

  well if you can ever get Steve to talk [TS]

  to you or find what he said to magazines [TS]

  years ago but you couldn't talk to him [TS]

  you couldn't talk to his family he would [TS]

  tell his friends not like it's [TS]

  notoriously difficult to pin down Steve [TS]

  Jobs he doesn't like doing interviews he [TS]

  doesn't like talking about his personal [TS]

  life at all so this is the one time that [TS]

  he says come on I I want you to do a [TS]

  book a movie you can ask me anything and [TS]

  then the intro to the book I said Steve [TS]

  Jobs didn't hold anything back he didn't [TS]

  even want to see what was being written [TS]

  in the book you can read anything you [TS]

  want you have complete access and access [TS]

  to me my family everybody he didn't tell [TS]

  his friends oh this guy's going around [TS]

  writing a book about me but don't tell [TS]

  him anything it was just complete access [TS]

  and one guy got this that's why it's so [TS]

  important to pick the right guys if [TS]

  Walter I was going to just [TS]

  just written a Steve Jobs bio and not [TS]

  been the official loan guy who gets a [TS]

  authorize access then you know whatever [TS]

  no big deal but now the jobs is gone no [TS]

  one else is gonna ever going to have [TS]

  this direct access he was the guy and he [TS]

  is the wrong guy oh and the reason I say [TS]

  he's the wrong guy is that Walter [TS]

  Isaacson does not know this industry [TS]

  that the you know the industry that [TS]

  Steve Jobs grew up in and and defined [TS]

  that's that's strike one but strikes two [TS]

  and three is that he doesn't know it and [TS]

  he didn't bother to learn about it [TS]

  that's the most egregious sin if you [TS]

  like it's like he didn't feel the [TS]

  responsibility of you know I'm the one [TS]

  guy with the authorized Steve Jobs [TS]

  biography I know nothing about this [TS]

  industry at all but boy I better buckle [TS]

  down and learn like you know you would [TS]

  do if it was like a young hungry kid who [TS]

  just came out of like a liberal arts [TS]

  degree and he was a writer but knew [TS]

  nothing about technology and he but [TS]

  understood who Steve Jobs was and why it [TS]

  was important why he was important like [TS]

  boy but I better learn this stuff I [TS]

  better go to library I better read [TS]

  everything I can about this industry I [TS]

  better learn everything there is to know [TS]

  about this industry so I can come into [TS]

  this project [TS]

  understanding stuff alright now why is [TS]

  it bad not to learn by the sub one of [TS]

  the things that it was Gentiles gas a [TS]

  said in his blog is that some people say [TS]

  well this is exactly who you want to [TS]

  write a bio by chip we don't want some [TS]

  nerdy guy who knows all about [TS]

  technologies you want an outsider to [TS]

  write it so he can sort of get a good [TS]

  perspective and stuff and don't always [TS]

  guess I came down at the same time at [TS]

  the same place I do it's like no [TS]

  actually you do need someone who [TS]

  understand this industry because if you [TS]

  don't understand the industry how can [TS]

  you know what's important right how can [TS]

  you know what's important in the life of [TS]

  this person and what Walter Isaacson [TS]

  came in with this sort of a a generalist [TS]

  lay person's knowledge of computers [TS]

  right and what he ends up focusing on in [TS]

  the bio are sort of human interest [TS]

  general interest stuff family friends [TS]

  relationship religion money gossip like [TS]

  things things that are just common to [TS]

  the human experience and he should write [TS]

  about those but it's impossible to have [TS]

  any real insight to a life like Steve [TS]

  Jobs if you just look at the parts that [TS]

  are common to all lives right you know [TS]

  cuz he wrote BIOS about a Benjamin [TS]

  Franklin and Albert Einstein but [TS]

  if you can write them all from the [TS]

  perspective of those topics that are [TS]

  common to everybody you're missing out [TS]

  about what it is that so specialness and [TS]

  that's especially in well that with but [TS]

  Einstein fine he's dead it's not no [TS]

  one's interfering with him you could do [TS]

  a by a bio like here's Albert Einstein [TS]

  written from a lay person's perspective [TS]

  I don't want I won't really talk about [TS]

  the physics cuz I don't understand them [TS]

  and arguably physics is a lot harder to [TS]

  understand the tech industry but I'll [TS]

  just tell you about his life and his [TS]

  work and sort of you know a generals [TS]

  perspective but that is the wrong [TS]

  approach to take to Steve Jobs um and I [TS]

  think the the Boursin is that the most [TS]

  exhilarating and interesting things [TS]

  about Jobs Life Center on tech industry [TS]

  topics uh the things things that aren't [TS]

  exciting to you if you don't understand [TS]

  why they're interesting or important you [TS]

  can't adequately capture those aspects [TS]

  of his life so you know if you don't [TS]

  understand the technology industry so [TS]

  you know and and I Justin doesn't I feel [TS]

  that he doesn't capture the exhilaration [TS]

  of the what we and the industry know to [TS]

  be the important moments of his life [TS]

  they're they're given equal weight to [TS]

  the significantly less important aspects [TS]

  of his career in life just because both [TS]

  of them have an equal amount of you know [TS]

  interpersonal drama or business [TS]

  repercussions because every understands [TS]

  dollars and cents everyone understands [TS]

  you know love and family relationships [TS]

  and those things are important but if [TS]

  that's the only criteria for measuring [TS]

  the the interest and importance of [TS]

  events in someone's life you will mess [TS]

  it up especially when that person is [TS]

  Steve Jobs now these things that you're [TS]

  saying I can agree with but I agree with [TS]

  them from the standpoint uh that I'm I'm [TS]

  the same as you and that I'm a [TS]

  relatively geeky person but don't you [TS]

  think that this book was targeted and I [TS]

  this is this is the same thing I know [TS]

  you have not intentionally not listened [TS]

  to the other shows but this is my [TS]

  response before which is to say don't [TS]

  you feel that based on the audience of [TS]

  this book based on the the the intended [TS]

  audience of this book based on the [TS]

  people who are intended to be reading [TS]

  this book yes it includes people like us [TS]

  but it is not necessarily people like us [TS]

  on the [TS]

  Andre it is everybody except us who are [TS]

  probably going to be uh wanting to learn [TS]

  about this there is I mean it was there [TS]

  that much in this book that you didn't [TS]

  know I'm sure there were details and [TS]

  stories and things you hadn't heard [TS]

  about but what was there that much that [TS]

  you didn't really know about in this [TS]

  book that came as a surprise or was like [TS]

  oh my gosh I had no idea or is this [TS]

  something that's sort of wrapping up [TS]

  things you already knew about proving [TS]

  that you're really probably not the [TS]

  correct intended audience for this book [TS]

  his responsibility to the people who [TS]

  don't know this industry as well as we [TS]

  do is to teach them about it that's what [TS]

  a book is about if you read a book about [TS]

  the history of like the American [TS]

  Revolution someone who doesn't know [TS]

  about the history of the American [TS]

  Revolution is supposed to read the book [TS]

  and be taught why was this important [TS]

  what are the important parts of the [TS]

  Revolution you know by the end of it [TS]

  that person should have some knowledge [TS]

  of the American Revolution and you know [TS]

  which parts were were significant you [TS]

  had I'm not saying you have to get super [TS]

  nerdy but you have to he said it's okay [TS]

  that he's a lay person but say he was a [TS]

  lay person who did his homework and [TS]

  learned about the industry and learned [TS]

  about the technology so that he could [TS]

  adequate least tell the story of jobs [TS]

  his life and he would explain that to [TS]

  the lay people to say here's what you [TS]

  need to understand about jobs you know [TS]

  there's this particular thing this is [TS]

  why this this particular change was [TS]

  important or this is why this decision [TS]

  or this technology or anything was [TS]

  important in the context you know you [TS]

  have to teach the people about the book [TS]

  you don't you don't write it for nerds [TS]

  as if they're you're assuming they have [TS]

  this baseline knowledge you don't have [TS]

  to explain stuff you do have to explain [TS]

  thing I'm not it's not like I'm [TS]

  complaining that he explains stuff that [TS]

  I already knew or background that [TS]

  already knew in fact I think you should [TS]

  have done more of that he his job is to [TS]

  and again this is so so much so much [TS]

  more important because he's the one [TS]

  official guy who got the taken if you [TS]

  want to write the sort of boring human [TS]

  interest [TS]

  People magazine bio of his life fine but [TS]

  if you're the guy's got official access [TS]

  your job should be to write the best bio [TS]

  that you can pop that those are my [TS]

  expectations this is this has got to be [TS]

  the best bio of Steve Jobs or a book [TS]

  about this any topics he's the one guy [TS]

  who gets access and I think that being [TS]

  rich is not it's not a question of being [TS]

  targeted towards people like us it and [TS]

  you know it's a question [TS]

  of doing justice to the subject matter [TS]

  you it you can't like the author didn't [TS]

  understand what was important and [TS]

  neither did the people who read this we [TS]

  understand what was important because [TS]

  we're there and we're the Nerds right [TS]

  and that's that's not a successful book [TS]

  you should be explaining to the people [TS]

  who don't know why all this stuff is [TS]

  important uh so I'm gonna do a and so [TS]

  the first part of the book you're asking [TS]

  about is like did you did you see [TS]

  anything you didn't know before right uh [TS]

  I unlike almost everybody who reads this [TS]

  book of course I had read many many many [TS]

  many books about Apple Steve Jobs the [TS]

  early years of the personal computer [TS]

  industry I've seen things in television [TS]

  I read websites you know massive amount [TS]

  of background and the beginning of the [TS]

  book obviously or maybe not obviously [TS]

  but didn't have much new information [TS]

  everything you saw in the first part of [TS]

  the book were things that I had read [TS]

  when does this change what chapter if [TS]

  did you even see chapters on your Kindle [TS]

  but do you do you know what about what [TS]

  percentage did chapters on my Kindle [TS]

  yeah as so well let me first finish [TS]

  complaining about the verse I was [TS]

  looking to tell you where the turning [TS]

  point was okay uh so in these sections [TS]

  like not only have I read these things [TS]

  before I know exactly what sources he [TS]

  was pulling them from right it's like oh [TS]

  that one's pulled from folklore data [TS]

  that was from Mike evangelist blog when [TS]

  he wrote about cuz I remember reading [TS]

  that blog post four years ago or this [TS]

  was from a second coming of Steve Jobs [TS]

  this is from you know I used to beaten [TS]

  you know I the number of books ever on [TS]

  this topic is unbelievable he does have [TS]

  a massive bibliography in the back ah [TS]

  that's kind of expected because it's [TS]

  harder to go back and interview people [TS]

  from the 70s of it like memories fade [TS]

  people might be dead you know it's hard [TS]

  to get a more definitive take on [TS]

  something that longtime well I will add [TS]

  though that the very best history and [TS]

  buyer if you offers do just that [TS]

  they go they you know say they're [TS]

  writing a book about something from the [TS]

  50s or whatever if is anybody's still [TS]

  alive like they do the research they end [TS]

  up writing a book in 2000 and whatever [TS]

  about the 50s it has more detail in life [TS]

  than the books that are written in the [TS]

  50s but I admit that as kind of a high [TS]

  bar but the thing that killed me about [TS]

  all the stuff I'm reading is that oh [TS]

  yeah I see where I remember where he [TS]

  pulled that from and [TS]

  he badly summarized it he didn't pick up [TS]

  on what was important about the story he [TS]

  just related sort of the broad strokes [TS]

  of the story maybe in a way that is [TS]

  subtly misleading but in a way that adds [TS]

  no new insight it reminded me of like [TS]

  when I'm in a school a grade school kid [TS]

  does a book report the book report on [TS]

  some Hemingway book is not going to be [TS]

  as good as the Hemingway book itself [TS]

  obviously because it has to be [TS]

  summarized but I would say don't read [TS]

  the first half of this book just read [TS]

  all the source material if you want to [TS]

  actually know about the stuff because he [TS]

  takes a source material and lessons it [TS]

  and makes it makes it worth less than it [TS]

  is in the original context and not just [TS]

  through leaving details out but through [TS]

  what he decides to focus on which is not [TS]

  what's important or interesting about [TS]

  those stories so I didn't didn't like [TS]

  the first part of the book but I knew I [TS]

  kept reading because I knew there had to [TS]

  be a turning point coming because all [TS]

  the books I read personally on topic of [TS]

  Apple Steve Jobs stopped around the time [TS]

  of the iMac and usually like around the [TS]

  time of Steve Jobs is returned because [TS]

  that's kind of when he seriously shut [TS]

  off the valve on talking to the press [TS]

  right when he returned to Apple the [TS]

  secrecy door came down hard getting [TS]

  interviews with him was not easy unless [TS]

  he was promoting a product he would be [TS]

  very sort of careful in those interviews [TS]

  and just talk on talking points and you [TS]

  know that's kind of where the history [TS]

  went off and I've heard all right at the [TS]

  very least once we get around the time [TS]

  of the iMac I'm gonna see some new [TS]

  information because all the books and [TS]

  all the articles and everything that [TS]

  I've read it doesn't give a lot of [TS]

  detail about that we don't you know I [TS]

  wanted to learn what's going on inside [TS]

  Apple that I didn't know about and so [TS]

  true to form around the time of the iMac [TS]

  and around the time of the return to [TS]

  Apple there was no there was new [TS]

  information and this new information was [TS]

  just as sort of glossed over and not not [TS]

  filled with enough detail as the [TS]

  previous information but the only [TS]

  difference was I didn't have a better [TS]

  incarnation of this information with [TS]

  which to compare so something is better [TS]

  than nothing new information has come to [TS]

  light if the where was the turning what [TS]

  was the treated when they would be [TS]

  infuriating to me but yeah where was a [TS]

  turning point what chapter oh I don't [TS]

  remember the chaplain you just said you [TS]

  would tell me and now you don't [TS]

  I told you the turning point is around [TS]

  the time of the iMac the chronology is a [TS]

  little bit weird because as the book as [TS]

  the book goes on it kind of jumps around [TS]

  chronologically but into like it changes [TS]

  from strictly chronological to subject [TS]

  matter right like like chapter 27 is the [TS]

  chapter on the iMac but prior to that [TS]

  they go into like talking about design [TS]

  principles they talk about different [TS]

  they talk about and like what was going [TS]

  on at Pixar and I've I mean did you were [TS]

  those things that you knew about did you [TS]

  already know about the Pixar story in [TS]

  Telstar was not nothing new there but [TS]

  nothing everything they had in Pixar [TS]

  again I had seen more detailed better [TS]

  accounts of with better interviews and [TS]

  better sourcing and more insight [TS]

  elsewhere but yeah but they wanted to [TS]

  put Pixar like in one chapter right and [TS]

  the same thing like he had dedicated [TS]

  cancer chapters but of course they did [TS]

  cancer chat birds overlap with the [TS]

  chapter about the iMac which overlaps to [TS]

  the chapter but you know messing with [TS]

  the chronology is fine you can pull that [TS]

  off that's not my complaint so that's [TS]

  but that is why it's hard to pin down [TS]

  like at what chapter should you start [TS]

  reading and if anyone wants a suggestion [TS]

  for what I think is the best book about [TS]

  early Apple it's not about Steve Jobs [TS]

  strictly but about early Apple it's [TS]

  infinite loop by Michael Malone that is [TS]

  isn't perhaps you would get a better [TS]

  impression by reading all the 900 books [TS]

  that I've read on the topic but if you [TS]

  just have to read one about early Apple [TS]

  or read infinite loop it's very [TS]

  comprehensive by an excellent author who [TS]

  took the time to learn about this stuff [TS]

  it is in the show notes all right [TS]

  actually I don't know what this is [TS]

  um can you buy is this book still in [TS]

  print infinite loop I don't know sitting [TS]

  on my shelf is back when I still bought [TS]

  paper it says it says buy used fulfilled [TS]

  by Amazon but buy used it's worth it's [TS]

  worth getting used if you want you know [TS]

  or else just read every single book my [TS]

  topic I mean can you find easy to even [TS]

  still the second coming a Steve Jobs is [TS]

  another printing Apple confidential has [TS]

  a more recent printing I think I'm just [TS]

  looking over my bookshelf to read off [TS]

  these titles that I see poking out of me [TS]

  Apple confid [TS]

  oh yeah insanely great you want Apple [TS]

  confidential apricot Apple confidential [TS]

  2.0 the defend I was saying something [TS]

  some books have gotten revs like the [TS]

  second coming Steve Jobs got revisions [TS]

  Apple confidential got got a revision [TS]

  because they add more new info and stuff [TS]

  infinite loop I don't think that been [TS]

  implemented loop is a much better [TS]

  written much more confident much more [TS]

  interesting book about the things in the [TS]

  early chaplet chapters of this book so [TS]

  now if you'll permit me to indulge I [TS]

  will now start digging into the [TS]

  individual things that infuriated me [TS]

  going through my long list of packages [TS]

  and passages and strangeness from this [TS]

  book this is what we've been waiting for [TS]

  maybe not see how exhausted you get when [TS]

  we get into the Nile and I'm just just [TS]

  waking up alright so I've got these cut [TS]

  up into categories the first one of [TS]

  course you - yeah the first one is [TS]

  technical cluelessness right uh this is [TS]

  something I know Morgan I wanted to that [TS]

  first section to give my overall [TS]

  impression of the book and why I think [TS]

  it's not a good book before I get into [TS]

  this part because people turn into the [TS]

  show now they're gonna be like oh well [TS]

  you're just pickin to these technical [TS]

  things that aren't really important [TS]

  that's that's no reason not to like this [TS]

  book all the reasons I previously stated [TS]

  are the reasons I think this is not a [TS]

  good book these are on top of all that [TS]

  just the little daggers in the side of [TS]

  the nerds reading it obviously these [TS]

  things will not bother lay people [TS]

  reading it but I think the author has [TS]

  has shirked his responsibility to lay [TS]

  people by not by not educating them and [TS]

  emphasizing the correct things in the [TS]

  life of Steve Jobs all right so this is [TS]

  just cooking stuff this is a cyber [TS]

  critical after all so as I'm reading [TS]

  this book you know this is where I [TS]

  started to pick up on technical [TS]

  inaccuracies and I were just [TS]

  highlighting them right and these are [TS]

  more or less in chronological order [TS]

  because I just went through down through [TS]

  my highlights great at one point he says [TS]

  that uh Apple improved on Xerox PARC [TS]

  technology by adding menus that pull [TS]

  down from a bar atop each window and now [TS]

  I read that I'm like has this person [TS]

  ever used the Macintosh a menu bar on [TS]

  top of each window there is an operating [TS]

  system that's like that but but it's not [TS]

  Apple's operating sit like I'm not like [TS]

  that is that a picky you in detail like [TS]

  you're you're picking nits you don't [TS]

  need that that's not that's not a little [TS]

  thing [TS]

  if anyone's ever used the Macintosh [TS]

  before he knows one menu bar at the top [TS]

  of the screen is not one in each window [TS]

  and they're talking about round wrecks [TS]

  the story pulls from folklore org and [TS]

  for revolution in the very the valley of [TS]

  the book by Andy Hertzfeld it says this [TS]

  is quote the dialog boxes and windows on [TS]

  the Lisa and Mac and almost every other [TS]

  subsequent computer ended up being [TS]

  rendered with rounded corners I would [TS]

  like you now to pull up a dialog box on [TS]

  your Lisa Macintosh or any other [TS]

  subsequent computer and tell me if the [TS]

  dialog box has rounded corners actually [TS]

  in Lion [TS]

  they started around some but in many [TS]

  previous of iterations of Macintosh [TS]

  operating system in fact almost all [TS]

  previous iterations of the Mac operating [TS]

  system dialog boxes did not have rounded [TS]

  corners I'm looking at one now I just [TS]

  looked at the open dialog box in this [TS]

  application the corners of it are not [TS]

  rounded because I'm in Snow Leopard the [TS]

  upper right and left corners are rounded [TS]

  but they weren't rounded in classic Mac [TS]

  OS that's just like take two seconds to [TS]

  open a dialog box in the computer that [TS]

  you're writing this on Walter Isaacson [TS]

  and look at the corners and before [TS]

  making a sweeping statement about Lisa [TS]

  Mac and every other subsequent computer [TS]

  almost every other substituting computer [TS]

  I have a Mac emulator that has like a [TS]

  Mac 128 emulation you can pull up with a [TS]

  dialog box in that not rounded Lisa I'm [TS]

  not sure about but it just its sloppy at [TS]

  one point they talked about giving an [TS]

  original Mac to Andy Warhol or letting [TS]

  him use one and Andy Warhol says I drew [TS]

  a circle Warhol exclaimed proudly after [TS]

  using quick-draw technically yeah this [TS]

  is an instance where it nerd said [TS]

  technically you probably did use [TS]

  quick-draw Andy Warhol but it you know [TS]

  it's not Warhol saying he use cooker the [TS]

  author is saying that Warhol exclaimed [TS]

  this after using quick-draw he was [TS]

  probably using a Mac Paint not [TS]

  quick-draw not understanding what the [TS]

  difference doing quick-draw resin [TS]

  McBaine you know uh Gates complaining [TS]

  about next Hardware saying the next [TS]

  hardware is crap the optical disc has [TS]

  too low latency oh yeah is that what he [TS]

  said he said he was worried that the [TS]

  latency was too low on the optical disk [TS]

  I have a feeling and this is the worst [TS]

  this is what kills me right that's in [TS]

  quotes this machine is crap , he said [TS]

  right so that part was in quote open [TS]

  quotes again the optical disk has too [TS]

  low latency he did not say that [TS]

  Bill Gates that I mean [TS]

  now it's a net-net once you see that [TS]

  you're like oh damn do I have to be [TS]

  suspicious of every single direct quote [TS]

  in this book like did he not record it [TS]

  on a little portable tape recorder [TS]

  machine and he's just kind of [TS]

  remembering what people said or he wrote [TS]

  down his notes with like a pencil or [TS]

  something when someone was talking so [TS]

  here's a case where he tends to just say [TS]

  things matter-of-factly [TS]

  without explaining his terms at all but [TS]

  then at some point during next he's like [TS]

  here's a Walter Isaacson narrating what [TS]

  he was saying was that the real release [TS]

  of the machine that software common [TS]

  known as the 1.0 release comma would not [TS]

  be happening in early 1989 [TS]

  first of all releases of machines are [TS]

  not really termed at 1.0 but he took the [TS]

  time to try to explain what a 1.0 [TS]

  releases of all the things he's going to [TS]

  explain in this book it explains so [TS]

  little but then every once in a while [TS]

  he'll feel like oh I better explain this [TS]

  term is this technical term but it's not [TS]

  really a technical term maybe he was [TS]

  just confused by it or and he gets it [TS]

  wrong slightly Dicky okay here's a real [TS]

  that's a real burner the whole section [TS]

  about Mac os10 first of all he has no [TS]

  idea why Mac os10 was significant and [TS]

  almost talks about it almost almost not [TS]

  at all and he does talk about it he [TS]

  gives the impression that Apple bought [TS]

  next but then didn't use its operating [TS]

  system so here's a quote ah here's and [TS]

  he's trying to paraphrase what Gates [TS]

  says says the purchase of next gates [TS]

  argued did not really give Apple a new [TS]

  operating system here's a direct quote [TS]

  from gates Amelio paid a lot for next [TS]

  and let's be frank the next OS was never [TS]

  really used maybe gates did say that he [TS]

  might have been referring to Rhapsody [TS]

  which didn't ship where they were gonna [TS]

  say everyone rewrite your things use [TS]

  nextstep api's all right and Alexson [TS]

  continues as an irony again instead the [TS]

  purchase ended up bringing avi to Manian [TS]

  who could help the existing Apple [TS]

  operating system evolved so that it [TS]

  eventually incorporated the kernel of [TS]

  the next technology that is such a [TS]

  technically muddled sentence as the you [TS]

  know the impression that you might get [TS]

  is the involve the Apple operating [TS]

  system rather than using the one they [TS]

  got from next one the reality is pretty [TS]

  much the exact opposite they use the [TS]

  next operating system and I'll by the [TS]

  way put in the blue box crap and [TS]

  you know and and that it's in the [TS]

  simulator like but if if you can't get [TS]

  right the basic fact that Apple bought [TS]

  next and basically that became the new [TS]

  operating system you know he at all cuz [TS]

  he doesn't understand technology he [TS]

  didn't understand why they did an [TS]

  operating system why I was important why [TS]

  this move laid the foundation for [TS]

  everything that would come after [TS]

  including iOS and all the other stuff he [TS]

  has no idea about that stuff [TS]

  and just it just goes by in a second [TS]

  after giving some a bunch of half-truths [TS]

  about it right and then it just doesn't [TS]

  burns me he will make the same point [TS]

  over and over again sometimes the same [TS]

  wrong point so much later in the book he [TS]

  says he it's like a copy and paste he [TS]

  just rephrase it [TS]

  some critics including Bill Gates noted [TS]

  that Apple ended up not adopting the [TS]

  entire next operating system technically [TS]

  vaguely true I guess kind of all right [TS]

  and he says there's some truth to that [TS]

  because Apple decided not to leap into a [TS]

  completely new system but instead [TS]

  instead of all the existing one again [TS]

  you can see where he's getting that from [TS]

  someone explained to him Rhapsody and [TS]

  why they had to go with Mac OS 10 [TS]

  instead but he took the wrong lesson [TS]

  from this he didn't understand the [TS]

  details and it continues not to [TS]

  understand the significance of [TS]

  abandoning classic Mac OS and going with [TS]

  this new operating system and how is the [TS]

  only thing that gave them any way to [TS]

  move into the future with any of their [TS]

  products here's more technical clueless [TS]

  on display talking about Bill Gates on [TS]

  the big screen and Mac world I think it [TS]

  was 1997 Isaacson narrating you had [TS]

  expected and hoped that an athletic [TS]

  woman would suddenly come running down [TS]

  the aisle and vaporize the screenshot [TS]

  with the well thrown through hammer the [TS]

  screenshot Bill Gates live on video is a [TS]

  screenshot actually no uh talking about [TS]

  the numeric read says the new Macintosh [TS]

  operating system comma capital o capital [TS]

  S capital X yeah no space no spaces all [TS]

  right and then then he says which used [TS]

  some of the software that Apple had [TS]

  bought from next three years I did use [TS]

  some of the software you think did it [TS]

  use some maybe like anything software is [TS]

  like is like flour and sugar like you [TS]

  and the next stuff and some of the [TS]

  dynamics together and he has no [TS]

  understanding of what's going on [TS]

  starting a 1999 Apple [TS]

  to produce application software from a [TS]

  Mac but the focus on people at the [TS]

  intersection of art and technology these [TS]

  included and it gives a big list and one [TS]

  of the ones on the list is iPhoto to [TS]

  compete with Adobe Photoshop perhaps not [TS]

  maybe perhaps if you have ever launched [TS]

  iPhoto and blur shop you might be able [TS]

  to detect the difference in these two [TS]

  applications and like you think where [TS]

  does that come from right I remember [TS]

  before I thought it came out there were [TS]

  rumors of Apple making a Photoshop [TS]

  competitor and the thing that they were [TS]

  talking about was iPhoto but once you [TS]

  see the reality of the program apples [TS]

  not creating iPhoto to compete with [TS]

  Photoshop what planet do you on Apple [TS]

  had been an early partner with arm and [TS]

  chips using this architecture where in [TS]

  the original iPhone this is an example [TS]

  of a hundred percent true sentence which [TS]

  nevertheless completely misses what's [TS]

  important about arm or any of the [TS]

  history right Apple was an early partner [TS]

  with arm and the chips using that [TS]

  architecture were in the original iPhone [TS]

  as a matter of fact Apple more or less [TS]

  co-founded arm in 1990 and was a huge [TS]

  investor in the company and the Newton [TS]

  used arm CPUs and eventually Apple [TS]

  divested from arm that's what you should [TS]

  talk about it's like why did Apple think [TS]

  it should invest an arm you know I was [TS]

  the Newton initiative why the thing in [TS]

  Newton was important I'll handheld [TS]

  mobile computing instead of desktop [TS]

  computing like it was the first run at [TS]

  trying to do what they did with iOS but [TS]

  then the Apple eventually divested all [TS]

  its arm shares and abandoned it and you [TS]

  can say the same thing about Intel which [TS]

  also was an investor and I believe an [TS]

  investor an arm and sort of got out of [TS]

  that I think that the X scale business [TS]

  was with the arm thing it would anyway [TS]

  this whole movement of the PC makers [TS]

  trying to make a run at the portable [TS]

  space a lot a lot of it involving arm [TS]

  and similar companies and then deciding [TS]

  on oh we should really get at Intel [TS]

  deciding we're just going to go with you [TS]

  know the atom processors and continue to [TS]

  evolve x86 and all Itanium thing and [TS]

  Apple saying then Newton things not [TS]

  working out and Steve Jobs killed it and [TS]

  we're not in that portable stage right [TS]

  and then they came back around they're [TS]

  like alright now we're back you know hey [TS]

  I know we sold alarm shares years ago at [TS]

  a pretty big profit I know we were an [TS]

  investor an arm and the co-founder of [TS]

  the company and everything but we we got [TS]

  rid of that but now but now we're back [TS]

  like that arc of the PC maker trying to [TS]

  go mobile and say now forget it and [TS]

  coming back around that's the story to [TS]

  talk about here instead of one set one [TS]

  technically correct but completely non [TS]

  insightful set [TS]

  about Apple and arm and you know that [TS]

  whole thing just is not touched on or [TS]

  discussed at all this I don't even know [TS]

  this is technically correct but at this [TS]

  point in the book I was so angry that I [TS]

  was like that was willing to you know [TS]

  entertain the notion that this could be [TS]

  the case at one point he writes Apple [TS]

  computers plural right hey Apple corpse [TS]

  I'm pretty sure he just got the name of [TS]

  the company wrong Apple computers I'm [TS]

  pretty sure the Apple Computer or Apple [TS]

  Inc was never called Apple computers I [TS]

  tried to look it up I couldn't find an [TS]

  instance of Apple computers being an [TS]

  official name of the company if it was I [TS]

  apologize this is one place I'm not [TS]

  calling I know but the fact that I'm [TS]

  willing to entertain the idea that the [TS]

  guy writing the official Steve Jobs bio [TS]

  does not know the name of the company [TS]

  that Steve Jobs co-founded I neither do [TS]

  his editors apparently and here's the [TS]

  place bro Walter tries to demonstrate is [TS]

  amazing technical knowledge a saying [TS]

  that Apple secretly began planning to [TS]

  add a Steve Jobs secretly began planning [TS]

  to move Apple off of the motor-oil IBM [TS]

  PowerPC chip and to adopt instead [TS]

  Intel's this would not be a simple task [TS]

  it was akin to writing a new operating [TS]

  system is it is that what it's like is [TS]

  that is it is it very similar to writing [TS]

  a new operating system moving your [TS]

  platform for one CPU to another I guess [TS]

  he wanted to show off his technical [TS]

  chops I said look at me I know about [TS]

  stuff I said how about similar not [TS]

  really it's similar it both are [TS]

  difficult tasks I will give him that is [TS]

  that great writing you found another [TS]

  thing that's difficult it is akin to [TS]

  pushing a large rock up a hill also [TS]

  difficult of John Rubinstein he says he [TS]

  eventually went to work for palm did he [TS]

  was he like a janitor for them he just [TS]

  went to work for Tom maybe you know [TS]

  helping out in the technology department [TS]

  or something it wasn't like their CEO or [TS]

  anything on him so that's the that's the [TS]

  technical net picking now here's the [TS]

  editorializing editorializing was weird [TS]

  because this is what you were talking to [TS]

  me about a lot over the last two weeks [TS]

  or so I'm starting to read the book and [TS]

  I'm like so how's it was this guy gonna [TS]

  be like is he gonna simply tell the [TS]

  events that happened and not sort of [TS]

  insert his own opinion on them is he [TS]

  going to sort of you know I what is it [TS]

  going to be his editorial voice him [TS]

  himself you know obviously you have [TS]

  voiced by who you choose to quote what [TS]

  you choose to emphasize and these are [TS]

  the jobs of any biographer right but [TS]

  there is a question of whether the [TS]

  author himself is going to shove his own [TS]

  opinion and a quickly became clear to me [TS]

  but I didn't want this guy to put his [TS]

  opinion in because I thought his opinion [TS]

  was worthless because he knew nothing [TS]

  all right I'd rather have him carefully [TS]

  choose the opinions of others and laid [TS]

  them out against each other which he did [TS]

  poor job also but occasionally he throw [TS]

  in these things [TS]

  alright so here is a quoting Steve Jobs [TS]

  talking talked about Bill Gates bill is [TS]

  basically unimaginative as never [TS]

  invented anything which is why I think [TS]

  he's more comfortable now in full-on [TS]

  philanthropy than in technology job said [TS]

  unfairly [TS]

  unfairly hey that's it he's just gonna [TS]

  say I've decided it's unfair to [TS]

  characterize no gates no supporting [TS]

  evidence [TS]

  no it's like in my personal opinion I'm [TS]

  the author on narrating job said comma [TS]

  unfair just lays it out there moves on [TS]

  next sentence nothing about it [TS]

  right uh this is talking about jobs and [TS]

  flash and allowing flash would it to be [TS]

  ported across platforms that meant you [TS]

  know lowest common denominator you [TS]

  wouldn't make it wouldn't be [TS]

  applications that would use the unique [TS]

  features of Apple's platform right and [TS]

  so he quotes from Steve Jobs the whole [TS]

  bunch of stuff about this and then you [TS]

  go back to Isaac's and suddenly [TS]

  editorializing talking about what job [TS]

  said on that he was right losing the [TS]

  ability to differentiate apples [TS]

  platforms allowing them to be [TS]

  commoditized like HP and Dell machines [TS]

  would have meant death for the company [TS]

  suddenly Isaacson is qualified to [TS]

  declare unequivocally it with no [TS]

  supporting evidence of than just you [TS]

  know by Fiat Apple would have been dead [TS]

  if it had allowed flash on its thing [TS]

  it would just would have been the [TS]

  imminent death for the company you know [TS]

  I'm not like oh I think he made the [TS]

  right decision for these reasons or it [TS]

  fits with Brett just it would have [TS]

  killed the company I'm alder Eisen [TS]

  declare it to be true [TS]

  so it's not like Walter Isaacson doesn't [TS]

  know anything about anything he does [TS]

  know something about writing because I [TS]

  think work for was a Time magazine for a [TS]

  long time stuff like that so here is an [TS]

  example where he talks [TS]

  what seems like more detail than other [TS]

  topics probably because he knows more [TS]

  about it when there was a Fortune [TS]

  magazine piece published called the [TS]

  trouble to Steve Jobs and Steve was [TS]

  cranky about it and of course I think [TS]

  sin was in that world of magazines and [TS]

  knows these people and stuff so he [TS]

  actually has some insight into this [TS]

  thing so he seems like he was more [TS]

  excited to write about them the other [TS]

  things and this is the last bit of [TS]

  Isaacson talking about him as the story [TS]

  was being prepared Jobs invited summoned [TS]

  fortune magazine editor Andy serwer [TS]

  to Cupertino to pressure him to spike it [TS]

  now if you do not work in the media [TS]

  industry you may not know what spike it [TS]

  means do you know what this means I have [TS]

  never heard that term you can guess what [TS]

  it means up from the context right [TS]

  but it's obviously a term of art he's [TS]

  pressuring the author of magazine [TS]

  article to spike it spiking it is it was [TS]

  I think was newspaper or a long time [TS]

  when they would actually have a literal [TS]

  spike like a big metal stick or poking [TS]

  up from like a wooden base or something [TS]

  and when you weren't going to publish a [TS]

  story that you had printed out you would [TS]

  take the the published story and you'd [TS]

  whack it down over the spike which would [TS]

  punch a hole through the middle the [TS]

  paper and you'd stack up the papers on [TS]

  this big skewer right [TS]

  that's called spiking a story it's a [TS]

  term of art in the publishing industry [TS]

  he has no problem throwing that out [TS]

  there [TS]

  he doesn't explain that at all he uses [TS]

  terminology he's familiar with in his [TS]

  industry that's really not that relevant [TS]

  here with no explanation [TS]

  he also had an instance of this is where [TS]

  I was just getting at the bottom of the [TS]

  barrel and again I'm being cruel and [TS]

  unfair but he did write ATM machine in [TS]

  this book a lot of people think that's [TS]

  okay because people just call it ATM [TS]

  machine all the time attracting turnover [TS]

  last week they said an EMP pulse so you [TS]

  know maybe that just happens that's not [TS]

  really affecting the book but does that [TS]

  buzz does that bother you that when [TS]

  people do things like that [TS]

  it's a machine EMP pulse yeah yeah I [TS]

  mean you know that that's I admit that's [TS]

  me going a little bit too far but that's [TS]

  that's the mindset I'm in alright so the [TS]

  next second I hold on before we before [TS]

  we do the next section let me yeah I [TS]

  mean let me do a sponsor all right [TS]

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  analytics they help you track who is on [TS]

  your site and learn what they're doing [TS]

  in real time you don't have to wait an [TS]

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  for me the coolest thing are these heat [TS]

  maps they show a heat map overlay it on [TS]

  your website that shows you where [TS]

  visitors are clicking the most on a web [TS]

  page so that you can see if the design [TS]

  that you've created or using is [TS]

  effective you can change it based on [TS]

  where people are going you can you can [TS]

  drill down all of the sub pages it is [TS]

  really really amazing and this is this [TS]

  is true this is real I will share [TS]

  something with you I got an email this [TS]

  morning and I'm going to I'm not going [TS]

  to excuse me to protect the innocent [TS]

  I will not identify the person that sent [TS]

  me this email but this is a real email [TS]

  and this is the email holy crap that's a [TS]

  helpful product I signed up for a year [TS]

  just as you finished talking to Gruber [TS]

  about it as soon as it loaded I was [TS]

  seeing incoming traffic hitting dead [TS]

  pages I realized in our last redesign [TS]

  our coder had missed a few redirects I [TS]

  have stats but it either wasn't showing [TS]

  up or wasn't obvious to me lifesaver who [TS]

  knows how long I would have overlooked [TS]

  it and he says they even maintained the [TS]

  14-day free trial even though he already [TS]

  paid so they're not charging him for [TS]

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  you'll get 10% off as long as you have [TS]

  an active account that's so essentially [TS]

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  reinvigorate net I'm using them on 5x5 [TS]

  love this site you go to go sign up [TS]

  everybody sign up right now alright next [TS]

  section shallowness slash laziness ooh [TS]

  this sounds like already a pet peeve of [TS]

  yours know this I think this is more [TS]

  gets to the heart of what I was talking [TS]

  about earlier in the summary thing so [TS]

  here is the author Isaacson talking [TS]

  about a particular thing that Jobs does [TS]

  on occasion this would backfire such as [TS]

  when Jobs and I've insisted on using a [TS]

  solid piece at a brushed aluminum for [TS]

  the edge of the iPhone 4 even when [TS]

  engineers worried that it could [TS]

  compromise the antenna that is almost [TS]

  the extent of his investigative [TS]

  journalism into an antenna [TS]

  that one said he talks a lot about the [TS]

  press conference about a sodding headed [TS]

  the message but the actual facts of the [TS]

  antenna gate case he I mean that's it [TS]

  engineers worried that it can compromise [TS]

  the antenna is the extent of his [TS]

  investigation he is apparently [TS]

  determined that engineers worried about [TS]

  this before the iPhone 4s waste that's [TS]

  it antenna gate you know whether you [TS]

  think it was overblown or not or [TS]

  whatever you would think the guy with [TS]

  the inside access could get more [TS]

  information than you then could be [TS]

  gleaned by simply watching the press [TS]

  conference do you think do you think [TS]

  though that there was there were certain [TS]

  things that because and maybe this is [TS]

  going to be your your final pointed that [TS]

  was going to take place perhaps at the [TS]

  very end of of this tirade and so [TS]

  forgive me if I'm jumping ahead in some [TS]

  way but do you think that Isaacson's [TS]

  lack of understanding about the industry [TS]

  and about what was really going on from [TS]

  the technology perspective is is why he [TS]

  didn't think of course I want to explore [TS]

  this issue in more detail or or do you [TS]

  think that for him going into this kind [TS]

  of thing was an afterthought and he was [TS]

  trying to focus on other things or the [TS]

  things that he could comprehend I I [TS]

  think he was its shallowness and [TS]

  laziness I think he this is a topic [TS]

  where he didn't know a lot about it to [TS]

  learn about it he would need to research [TS]

  a lot and he didn't have enough [TS]

  information can know whether this was an [TS]

  important thing or not and it's not as [TS]

  if he said well I shouldn't talk about I [TS]

  could talk about Steve Jobs himself [TS]

  because this is the bio I shouldn't talk [TS]

  about the sort of events of the company [TS]

  and business things he spent so much [TS]

  time talking about at one point I'm like [TS]

  is this a Steve Jobs bio is this is just [TS]

  a history of Apple right he spent so [TS]

  much time talking about the company and [TS]

  the politics of the company and the [TS]

  industry our jobs was barely even [TS]

  featured so that's not an excuse like oh [TS]

  he did he wanted to focus on jobs but I [TS]

  think these particular things to get the [TS]

  facts of endemic tenha gate right - like [TS]

  really investigate and talk to the [TS]

  people involved and just really nail it [TS]

  down is illuminating to the character of [TS]

  Steve Jobs because without the facts you [TS]

  can't know like was Jobs 100% right this [TS]

  was completely overblown or was this [TS]

  partially of his own doing how much [TS]

  warning did he have was it you have it [TS]

  lets you understand the context of that [TS]

  press conference does this reveal jobs [TS]

  to be petulant and [TS]

  you know like the bad jobs that we've [TS]

  seen all the other parts of the book or [TS]

  is this a case where jobs was really in [TS]

  the right and was wrong then this would [TS]

  say this would explain why he has that [TS]

  attitude in other situations because [TS]

  he's been so wrong but without the facts [TS]

  of what antenna gate was really about we [TS]

  don't know what what jobs did what does [TS]

  that say about him because we don't have [TS]

  the context to understand his actions [TS]

  right let me give you owned here because [TS]

  I do I would want to get to these next [TS]

  two sections Apple license the arm [TS]

  architecture and it also put 150 person [TS]

  microprocessor design firm Palo Alto [TS]

  called PA semi that had created a custom [TS]

  system on a chip called the a4 which is [TS]

  based on the ARM architecture blah blah [TS]

  blah now he says he says that Apple [TS]

  bought PA semi and they built the a4 [TS]

  both of which I'm willing to accept [TS]

  although I'm slightly dubious about [TS]

  whether what PA semi actually did for [TS]

  the a4 because was made out of parts [TS]

  done elsewhere and Samsung's hummingbird [TS]

  chip is available for other people to [TS]

  buy so it doesn't seem like Apple could [TS]

  have designed their I he doesn't go into [TS]

  the details so he provides no [TS]

  information I'm not sure but I won't [TS]

  accept that but my impression is they [TS]

  bought PA semi not to make the a4 [TS]

  because they bought a long before that [TS]

  but to do something else to make PowerPC [TS]

  chips for them and how do the people PA [TS]

  semi feel about being bought and how did [TS]

  the Intel switch affect them and all [TS]

  that stuff that's just not gone into in [TS]

  this book or just glossed over and [TS]

  that's an interesting thing that we you [TS]

  know we were said why did they buy PA [TS]

  semi house that worked out has it been a [TS]

  good purchase to the PA so many people [TS]

  great what were they originally hired to [TS]

  do how many have left if you're going to [TS]

  talk about that aspect of the company [TS]

  tell us about that [TS]

  right no no detail there lots of detail [TS]

  about the intricacies of making the [TS]

  original Macintosh who was doing what [TS]

  part of the board and which floppy drive [TS]

  was being selecting you know what his [TS]

  detailed map is he didn't have to [TS]

  research it he just pulled from [TS]

  revolution in the varying in folklore [TS]

  org and all the other books that have [TS]

  been up you know he didn't have to do [TS]

  that hard work so he you know it's like [TS]

  all he didn't want to go into his [TS]

  details it's not interesting he wanted [TS]

  to a tremendous detail about tiny little [TS]

  technical aspects of the Mac because he [TS]

  didn't have to do the research himself [TS]

  because it was just there for him to [TS]

  summarize and copy and paste Hardware [TS]

  harsh someone emailed him about [TS]

  the App Store Policies and not allowing [TS]

  porn [TS]

  porn [TS]

  stuff as this cording Steve Jobs an [TS]

  email you might care more about porn [TS]

  when you have kids Jobs replied it's not [TS]

  about freedom it's about Apple trying to [TS]

  do the right things for its user at the [TS]

  end is Isaacson at the end he added is [TS]

  zinger Steve Jobs quoting again by the [TS]

  way what have you done that's so great [TS]

  did you create anything or just [TS]

  criticize others works and belittle [TS]

  their motivations and then he says that [TS]

  some other CEO was admitted to being a [TS]

  pressed rare as a CEO who will spar [TS]

  one-on-one with customers and bloggers [TS]

  like this he wrote Jobs deserves big [TS]

  credit for breaking through the mold of [TS]

  the typical American executive I ain't [TS]

  on it and the guy says about jobs he's [TS]

  willing to defend his ideas in public [TS]

  and many in the blogosphere [TS]

  agreed according to Isaacson all right [TS]

  so we're all familiar with this exchange [TS]

  is probably recent memory when he was [TS]

  talking about porn stuff right [TS]

  I says Jobs was proud as well and he [TS]

  forwarded exchanged but with tape and [TS]

  some of the kudos on to me me saying [TS]

  Isaacson this exchange would be a great [TS]

  example of where you could dig into [TS]

  Steve Jobs as character instead he just [TS]

  says he quotes another CEO who says boy [TS]

  look at this guy's look at the Steve [TS]

  Jobs is any great and he says it's job [TS]

  sent stuff on to him all right this is [TS]

  what you're praising this this on by the [TS]

  way what are you doing it's so great do [TS]

  your create anything that is a textbook [TS]

  ad hominem fallacy textbook textbook [TS]

  like a person and I will read from like [TS]

  the million webpages you can fight on [TS]

  the ad hominem fallacy to be best-known [TS]

  logical fallacy on the internet for a [TS]

  good reason these steps are basically [TS]

  person a makes claim X person B makes an [TS]

  attack on person a therefore A's claim [TS]

  is false this is this is what he did so [TS]

  I like sin just lets that fly why [TS]

  wouldn't you talking to Steve Jobs say [TS]

  you do realize that you know but ask him [TS]

  why does he think it was compelling for [TS]

  him to attack the person what have you [TS]

  done this so great that doesn't address [TS]

  the person's point at all the person's [TS]

  point could be valid or invalid about [TS]

  you know whether it's good to keep stuff [TS]

  out of dashlet but that attack doesn't [TS]

  make any sense [TS]

  Steve Jobs is a smart person don't just [TS]

  say oh another CEOs thought he was [TS]

  feisty call him in it so you can undress [TS]

  to get his personality and say does he [TS]

  does he not realize that that's odd that [TS]

  that's not you know about it's like a [TS]

  two-year-old's argument ask him do you [TS]

  think that's a valid argument do you [TS]

  just do that to make yourself feel [TS]

  better he gets into this a little bit [TS]

  later but he [TS]

  over so many instances like this where [TS]

  he's talking to the man he's sitting [TS]

  there in the room with Steve Jobs [TS]

  talking about this instance and and [TS]

  never like never tries to address jobs [TS]

  as an adult and talk about what just [TS]

  happened it just makes him makes him [TS]

  look like a yes-man you know like oh [TS]

  yeah you know right all the bad things [TS]

  that Steve Jobs did but he will he will [TS]

  not like if he was in the road with [TS]

  Barbara Walters or Charlie Rose you [TS]

  would expect some good interviewer to do [TS]

  not let that go by just use this as an [TS]

  opportunity to I'm not saying like yell [TS]

  at him about it or anything but like ask [TS]

  him pointed questions and let his answer [TS]

  stand on their own but but don't let him [TS]

  just push it under the carpet and say [TS]

  and see bloggers and this other CEO and [TS]

  I really loved it aren't I great fun at [TS]

  sincere the iPod Nano for example was [TS]

  prone to getting scratched because I [TS]

  believed that a clear coating would [TS]

  lessen the purity of his design again [TS]

  another instance of a situation where [TS]

  there was some sort of Apple problem [TS]

  everyone speculated was it something [TS]

  that didn't catch in time or was delayed [TS]

  they insisted it have this coating cuz [TS]

  it looked better apparently saying they [TS]

  insisted they have this coating it [TS]

  looked better [TS]

  this would be a perfect case where you [TS]

  could talk to I've in this case and say [TS]

  well how do you feel about that the idea [TS]

  that sometimes you you and Jobs push [TS]

  through decisions to end up being bad [TS]

  for the company and what have you [TS]

  learned from the experience nope just [TS]

  one sentence we're not going to talk [TS]

  about not going to investigate not going [TS]

  to ask people to reflect on these types [TS]

  of decisions just going to lay it out [TS]

  there say it is an event that happened [TS]

  the one piece of information he's adding [TS]

  is that I have apparently knew there was [TS]

  a problem because and and set and didn't [TS]

  want to change it because it would [TS]

  lessen the period he was on how did he [TS]

  feel when they had to change it did he [TS]

  feel that his design was less pure that [TS]

  you know nothing no investigation [TS]

  shallowness and laziness so here's one [TS]

  of my favorite good sections of the book [TS]

  this is the part where new information [TS]

  is being imparted assuming we can trust [TS]

  this new information because at this [TS]

  point I'm still like dubious that that I [TS]

  will that I agree and I believe every [TS]

  one of these quotes is real and that [TS]

  he's accurately reporting stuff if [TS]

  you're looking for a if you're looking [TS]

  for a reason to read this book here [TS]

  think so I'm just going to tell it to [TS]

  you now anyway so you don't have to read [TS]

  this section I call Steve Jobs enemy of [TS]

  success [TS]

  and I believe I touched on this a long [TS]

  time ago and he retired when I was talk [TS]

  about the whole thing like we don't know [TS]

  what Steve Jobs does because we just we [TS]

  know that he's sort of in charge of [TS]

  everything but we know he can't possibly [TS]

  make every decision so I believe in that [TS]

  show maybe I'm misremembering what I [TS]

  said but I believe I was saying [TS]

  something the effect that if you like a [TS]

  decision and like Steve Jobs you'll [TS]

  think that it was his decision if you [TS]

  don't like a decision and don't like [TS]

  Steve Jobs you think he was the one [TS]

  pushing it and you know like since we [TS]

  don't know what he actually does you're [TS]

  likely to declare like you know this was [TS]

  a great thing as Steve Jobs must have [TS]

  been the only reason it happened or this [TS]

  is something horrible and it's Steve [TS]

  Jobs must be designed incision behind [TS]

  this decision I was saying since we [TS]

  don't know what he actually does we [TS]

  don't know these details inside the [TS]

  company for all we know the thing that [TS]

  you hate Steve Jobs also hated and [TS]

  argued against it or maybe the thing [TS]

  that you loved and thought was awesome [TS]

  he was also arguing against and said we [TS]

  shouldn't do it and someone else you [TS]

  know was able to convince him otherwise [TS]

  ah [TS]

  so there are actual examples of that [TS]

  happening in the book I really hope I'm [TS]

  not mister remembering my brilliant [TS]

  predictions but actually I hope that I [TS]

  am remembering them correctly but so [TS]

  here's a here's some examples ah Steve [TS]

  Jobs was against iPods for Windows users [TS]

  and one is from the book Isaacson saying [TS]

  at one point he declared that Windows [TS]

  users would get to use iPods over my [TS]

  dead body [TS]

  the over my dead bodies and quotes and [TS]

  all of his top executives and [TS]

  lieutenants were constantly trying to [TS]

  get minson we need to put hype on [TS]

  Windows we need to put iPod on Windows [TS]

  and it eventually heats job said screw [TS]

  it I'm sick of listening to you a-holes [TS]

  go do whatever the hell you want you [TS]

  don't have to bleep out a-holes right I [TS]

  know it doesn't didn't save you've taken [TS]

  care of it all right and then and the [TS]

  interesting point on this is the later a [TS]

  similar topic comes up and this is Steve [TS]

  a quote from Steve Jobs saying we put [TS]

  iTunes on Windows in order to sell more [TS]

  iPods but I don't see an advantage to [TS]

  putting our music app on Android except [TS]

  to make Android users happy and I don't [TS]

  want to make Android users happy so [TS]

  here's an example where he didn't want [TS]

  to put if gives anyone think that the [TS]

  iPod didn't go to Windows the iPod of [TS]

  would have been the iPod because it's [TS]

  not as if Mac market share has rocketed [TS]

  up to 95 percent since that decision was [TS]

  made right and it's not as if the hell [TS]

  effect would have brought it there it's [TS]

  like well we got to keep the iPod on the [TS]

  Mac because [TS]

  we'll help some more max right if the [TS]

  iPod hadn't gone to Windows Apple [TS]

  probably wouldn't even be the Apple [TS]

  today Steve Jobs was so far against that [TS]

  he said it was gonna happen over my dead [TS]

  body and was even when he you know gave [TS]

  in to it to his credit he was you know [TS]

  the constant badgering of every single [TS]

  other high-level executive in the [TS]

  company made him throw his old tantrums [TS]

  i whatever i'm ii listen you do whatever [TS]

  you want right so cranky and tantra me [TS]

  that's Steve Jobs enemy of success next [TS]

  example the iPod mini most people in the [TS]

  tech industry were sort of puzzling over [TS]

  the iPad Mini was introduced because at [TS]

  that point the iPod Classic the what's [TS]

  mine now knows the iPod classes but then [TS]

  with just the iPod right thing with the [TS]

  big click wheel the full-size thing was [TS]

  $299 and it held 15 gigabytes and then [TS]

  along comes Apple and introduced a $249 [TS]

  device only $50 cheaper but it holds [TS]

  four gigabytes so for $50 more you could [TS]

  get more than you know three times as [TS]

  much storage and people say who in the [TS]

  world is ever going to buy an iPod mini [TS]

  you're going to cut my storage but down [TS]

  in you know to a third of what it would [TS]

  less than a third what it was before and [TS]

  just say 50 bucks I'll just pay the [TS]

  extra 50 bucks and get the regular iPod [TS]

  this iPod many things going nowhere do [TS]

  you remember those [TS]

  I shared a lot folks sure do it you know [TS]

  Steve Jobs said exactly the same thing [TS]

  is it I want this is a quote from the [TS]

  book at one point Jobs decided to kill [TS]

  the iPod mini not seeing what anyone [TS]

  would want to pay the same for less see [TS]

  you know it because how this is the [TS]

  brilliance of Jobs he knew that the iPod [TS]

  mini would be said no he wanted to kill [TS]

  it you want to kill the product before [TS]

  was released cuz like I don't see why [TS]

  anyone would want to pay that much money [TS]

  of hurt you get so much less with this [TS]

  but this thing all right Steve Jobs [TS]

  enemy of success but as we as we know [TS]

  that the iPod mini went on to become the [TS]

  fart by far the best filling iPod to [TS]

  date at that point massively [TS]

  overwhelming sales of the traditional [TS]

  iPod because I had $50 and the fact that [TS]

  it came in colors and the fact that it [TS]

  was smaller combined to make this a much [TS]

  more compelling product for consumers [TS]

  and again I could say to Jobs credit he [TS]

  didn't follow through with that he was [TS]

  convinced by his other people that they [TS]

  should actually really sat but then he [TS]

  turned out great but this this is [TS]

  stabbing in the heart the notion of [TS]

  Steve Jobs [TS]

  knows exactly what's going on and is [TS]

  responsible for Apple success Steve Jobs [TS]

  was against the App Store there was a [TS]

  lot of speculation about this because [TS]

  originally the iPhone is introduced and [TS]

  said you can you write web apps it's a [TS]

  great solution it's a sweet solution for [TS]

  making application of this thing we [TS]

  don't want you to write native apps [TS]

  right you just screw things up do web [TS]

  apps right and then the SDK came out six [TS]

  months eight months whatever later and [TS]

  like aha [TS]

  they must have been planning us all [TS]

  along and they didn't have already or [TS]

  whatever so according to this book as [TS]

  from the book when the iPhone first came [TS]

  out in early 2007 there were no apps you [TS]

  could buy from outside developers and [TS]

  Jobs initially resisted allowing them he [TS]

  didn't want outsiders to create [TS]

  applications for the iPhone that could [TS]

  mess it up in fact it was viruses are [TS]

  polluted sin tegrity right so he didn't [TS]

  think the App Store was a good idea had [TS]

  to be convinced of that launch the phone [TS]

  without it they were probably people [TS]

  sort of in the same situation with the [TS]

  floppy drive in the Mac probably people [TS]

  who disagree with him who were laying [TS]

  the groundwork for it so that when he [TS]

  did change his mind they weren't [TS]

  starting from zero right but the book [TS]

  does not investigate that it doesn't [TS]

  give up anything else we have to make [TS]

  stuff up like probably that you know [TS]

  that would have been a great parallel [TS]

  you but again he stole that research [TS]

  from the floppy drive from other people [TS]

  he didn't bother do any investigation [TS]

  well what was the deal with that Scott [TS]

  Forstall were you already having your [TS]

  people work on an SDK did you how did [TS]

  you convince him that you should have an [TS]

  SDK err you know nothing doesn't just [TS]

  get that at all like the sentence I read [TS]

  you is basically the extent of the [TS]

  detail in that particular event that is [TS]

  my jobs any enemy of success okay so [TS]

  that's that that section sounds like [TS]

  there might be more sections yeah how [TS]

  many more do you have because we're 72 [TS]

  minutes in I know I know but I want to [TS]

  get it into one show all into one show [TS]

  yeah I don't know how much time do you [TS]

  have I have time today so I don't do you [TS]

  have I want to do it but I want to give [TS]

  it it I don't want to rush it I want you [TS]

  know I've I'm saying make this two-hour [TS]

  show I have no problem with that if I [TS]

  can't make it I can't make it to our [TS]

  show today [TS]

  what is your deadline well we were [TS]

  hitting it all right well if you want to [TS]

  stop you just wanna you would just want [TS]

  to vilify me and make it my fault I I [TS]

  don't want to stop but I wasn't prepared [TS]

  for it to our show today [TS]

  oh we got 50 more minutes right 15 for [TS]

  sure but I don't want you to feel rushed [TS]

  I would rather make this a twofer you [TS]

  know make it make it a two part show [TS]

  come back and do the next show do two [TS]

  episodes next week do a three episode [TS]

  next week two episodes next week dad I [TS]

  don't want you to be rushed but it do [TS]

  have so much more on this I'm not ready [TS]

  for two our show today I didn't get any [TS]

  notice it of me to our show I'd love to [TS]

  do a tour [TS]

  yeah I know I thought I could get [TS]

  through this all in one show but um er [TS]

  how far you are you halfway halfway [TS]

  pretty much so I would rather give you a [TS]

  you know another full hour hour and a [TS]

  half and then make it not feel rush get [TS]

  a special you know do a special bonus [TS]

  show because I love that I could listen [TS]

  this all day all right we will stop on [TS]

  jobs enemy of success and continue can [TS]

  you give some teasers as to what what [TS]

  will be coming up in the bonus show I [TS]

  have a little tiny bit on jobs a TV [TS]

  watcher on things that find jobs is [TS]

  success his ethos emotional jobs jobs [TS]

  and politics have jobs in the cloud a [TS]

  bunch about his family future directions [TS]

  of the company jobs and gates [TS]

  jobs his personality that's what I have [TS]

  left those the section headings it's [TS]

  good stuff so we will do that next week [TS]

  so I bet this also means that I can't [TS]

  listen to all the other shows still on [TS]

  the topic until we get through next [TS]

  week's show but such is life mm-hmm [TS]

  that's it I think for this week go wrap [TS]

  wrap it up then mm-hmm I wish you're [TS]

  done at all you can wrap it up I don't [TS]

  know now I feel now I feel bad Jim feel [TS]

  bad we get you know I don't want to make [TS]

  it say that yeah it's it's two shows [TS]

  with material I guess this is but the [TS]

  problem is this is gonna generate so [TS]

  many people saying you need you need you [TS]

  need to give John Syracuse as much time [TS]

  as he wants [TS]

  we all have schedules this is like an [TS]

  hour-and-a-half show yeah I thought the [TS]

  weather that storm damn it's your you [TS]

  can handle I'm just not gonna read the [TS]

  email for a week not too many people can [TS]

  play they know next week we'll be [TS]

  talking about this unless something [TS]

  really dramatic happens guys talk about [TS]

  guns that you know if every single [TS]

  episode of John circuses favorite [TS]

  television show the Fringe ended with an [TS]

  absolute conclusion would you even tune [TS]

  in next week I say no this is a little [TS]

  bit of a cliffhanger will will they be [TS]

  able to capture the same feeling will [TS]

  the Mojo's still be there will will John [TS]

  still be on a roll yeah of course you [TS]

  will listen else I'll still be angry of [TS]

  course you will you'll be out probably [TS]

  anger than ever I'm doing this as a [TS]

  favor to the listener all right [TS]

  so we'll we'll end this one so here's [TS]

  what you do you go to twitter.com slash [TS]

  siracusa s IRAC u.s.a just like the [TS]

  little town in italy that's what you do [TS]

  you follow that man can also read his [TS]

  stuff on Ars Technica who he's not [TS]

  employed by them not an employee of that [TS]

  good at that place and shame on them you [TS]

  can follow me i'm dan benjamin on [TS]

  twitter you can go to five by five dot [TS]

  TV slash hypercritical to hear all of [TS]

  the previous 40 episodes of this program [TS]

  and many other programs that we've done [TS]

  you can go to big week not Co which is a [TS]

  little tumblr blog I do where I collect [TS]

  links and stories that we talk about on [TS]

  these shows but not this one today we [TS]

  just talked about the book on this one [TS]

  and we do have some show notes so you [TS]

  can go to five by five dot TV slash [TS]

  hypercritical slash 41 and all of the [TS]

  links and the sponsors and everything we [TS]

  talked about will be there anything else [TS]

  John if you'd like to add [TS]

  well you got it all we'll be back next [TS]

  week [TS]

  have a good week [TS]

  you [TS]