The Talk Show

140: ‘Apple’s 2015 Year in Review’, With Special Guest Rene Ritchie

 

  get any good for the Christmas as the art of star wars the force awakens [TS]

  serenity recommend it is really good [TS]

  what was that was that thats application was all the design process yeah it shows [TS]

  the design process they went through which always find fascinating it seems [TS]

  how do they make the book how's the book already out i will be showing stuff that [TS]

  they've been working on for years and years like early concepts for the movies [TS]

  and designs they did and things that changed an awful lot and started getting [TS]

  that able to come back and forth while he was working on star track 22 kibbutz [TS]

  about tickets i would say keep it commits wrong I'm wrong I don't know [TS]

  what day I finally got a little bit edition line so I what changed [TS]

  I don't want to i I've only just started it because I've gotten so not used to [TS]

  looking at physical media anymore that it's a slow reading process for me but a [TS]

  lot of the early designs we're just very different and the just one way to look [TS]

  at some of the character ideas that they had always get the feeling that Abrams [TS]

  rights by the seat of his pants which is not my favorite characteristic of his [TS]

  yeah maybe I definitely keep saying I don't want to go all star wars on this i [TS]

  do think I mean that's to his reputation i mean i don't know him personally but I [TS]

  mean it's certainly his reputation and it's like as one my friends put it that [TS]

  is that he inevitably heads into every movie like production starts with the [TS]

  story 85% written yes it's just that's his style you know and I don't know that [TS]

  it's never going to change when you get wonderful set pieces and sometimes the [TS]

  story takes a backseat to them i did like a force to work the force awakens [TS]

  that I don't want to believe people without that I mean I think it four [TS]

  times i love the damn thing would you have gone seen it four times anyway I [TS]

  mean you really like it that much [TS]

  I've seen it twice I can't watch the prequels again i have an inability to [TS]

  why I can watch movies a lot and I can't watch the prequels or or manistee movies [TS]

  like that I just can't watch again [TS]

  so this to me it has to be a good book good star wars me to watch it repeatedly [TS]

  man of steel and again [TS]

  I don't understand how that movie I don't understand how that movie got made [TS]

  I they don't have a Kevin Fahey you just overseas DC's properties no one no one [TS]

  gives a shit right it's like you somehow run that up the chain at Warner Brothers [TS]

  which is like we're ultimately falls right act 3 is going to heat vision of [TS]

  my Kryptonian babies ok go for it [TS]

  yeah i mean it's its bottom terrible movie but it's not Superman you know yes [TS]

  and that the whole idea of shooting it with that incredibly weird color palette [TS]

  is so bizarre to me i don't understand how they have Superman vs Batman which [TS]

  might be a good movie but it's as dark and dreary as a suicide squad so I I [TS]

  don't know how you have joker in a world where Superman might as well be the [TS]

  Joker it's just it's a very odd juxtaposition [TS]

  yeah i mean i never definitely some good moments in the movie but it's better [TS]

  anyway force awakens I liked it a lot [TS]

  I you know have some complaints I don't love it but then again I don't think [TS]

  that this is this is no spoiler ya again I will have you know you leave your ears [TS]

  open if you haven't seen it yet but you should you should definitely see it [TS]

  before you listen to the next episode of of the talk show i feel like with this [TS]

  one I feel like like with for example like with Spector i'll be very very [TS]

  cognizant of spoilers because I don't know that everybody goes to see it right [TS]

  away i feel like with Star Wars your sort of under an obligation or if you [TS]

  haven't seen it by say the end of the calendar year that then it's on you if [TS]

  you're talking about spoilers i will just say I should say that this was a [TS]

  Star Wars movie to me and the other ones weren't so this to me is like the first [TS]

  real star wars movie had an almost 40 years [TS]

  yeah definitely already felt like it well i don't know i don't have i'm not a [TS]

  prequel hater but i did I only want to rewatch coming up to this was because i [TS]

  watched them all a lot with my son when he was younger from I've seen the [TS]

  prequels ton of times just because he liked all the Star Wars movies and I [TS]

  didn't hate any of them even the Phantom Menace I didn't hate I mean obviously a [TS]

  lot of complaints with it but I didn't hate it and never redeemable moments in [TS]

  all of them are enjoyable moment [TS]

  all of them but the one that I definitely thought I like the best was [TS]

  prevented the set and I'm sorry watch that one before watching the specialized [TS]

  editions of the original trilogy before seeing this and even that one was even [TS]

  it it gets worse as time goes on like I had have Siri is that the prequels and [TS]

  the special edition of George Lucas's punishment to us for liking Star Wars [TS]

  more than him [TS]

  I i I'm I'm so baffled that those movies came at that's one of the things in the [TS]

  eye I know I've said this before but it's like I feel like the the prequels [TS]

  as they are without changing one thing about them make sense in the universe [TS]

  where George Lucas didn't control star wars or had sold control of star wars in [TS]

  the early nineties a DC comics and yeah and something like that happened like DC [TS]

  and Warner Brothers in DC Comics certain you know some idiots at Fox did this and [TS]

  it's like all what a crying shame but you know what they've done [TS]

  it's baffling that he had complete authorial control over the whole thing [TS]

  and that the guy who came up with you know and egg deservedly so gets all the [TS]

  credit in the world for the original trilogy that he hit that it was him who [TS]

  did this and you know that there's no indication that he was ever you know [TS]

  suffered any kind of severe head injury or like to do is experimental films and [TS]

  I think he kind of thinks we didn't let him that because of Star Wars he wasn't [TS]

  allowed to make the experimental films they really wanted to make that's the [TS]

  thing i don't have people know this but it's like he react really who George [TS]

  Lucas wasn't if you look at like THX 1138 or even like the student version of [TS]

  it before it they were really really i mean they're true art films in the [TS]

  sixties and seventies sent i but i but that's not yeah I don't know and yes I I [TS]

  feel like he really likes the prequels I really do when you listen to him talk [TS]

  I don't think that he was spiteful [TS]

  I feel like that's what he somehow that's what he decided he wanted to make [TS]

  but anyway it doesn't hold up well and i also would say most in incredibly to me [TS]

  is that the effects really don't hold up and in and especially in the well I [TS]

  didn't watch the other two recently but when I rewatched the blu-ray version of [TS]

  revenge of the sith I was really kind of startled because it had been several [TS]

  years since I'd seen and it i was really startled but at how poorly i thought the [TS]

  effects held up overall but then when you watch because i did the same thing [TS]

  is you i watch the d specialized editions right before going to see the [TS]

  force awakens and those effects holdup great [TS]

  yeah yeah i mean you can definitely even the ones that are you know like you can [TS]

  kind of see that it's not real maybe the the stop-motion on like a walker or [TS]

  something isn't quite isn't quite right but in it the way that it fails it [TS]

  doesn't get worse as time goes on like it'll get it fails in a way that it [TS]

  failed right when they came out you know or you know gets to like the [TS]

  ninety-eight ninety-nine percent marker and there's a certain charm to [TS]

  absolutely i think the biggest thing that really strikes me about the the [TS]

  prequel trilogy effects wise is is the the the uncanny valley of the almost the [TS]

  fact that almost everything was shot against a green screen and I almost the [TS]

  cartoon you can pause any scene and and just like the most mundane things like [TS]

  you know they've a meeting in Palpatine's office and it's like they're [TS]

  just having a meeting in an office and I mean you know we could go on and on and [TS]

  on about this and talk about how the fact that i like how so many of the [TS]

  scenes for meetings and Palpatine's office yes a problem the whole thing [TS]

  shots just sitting on sofas but it just it and I keep you can freeze-frame you [TS]

  know pause the thing and I I can't look at it and and articulate logically what [TS]

  it is that looks funny to me about it i can't I don't know what it is it's but [TS]

  it's there's something there is something to the whole thing where it [TS]

  just looks like you know [TS]

  like an inverse version of Roger Rabbit you've got all these real people in a [TS]

  cartoon world [TS]

  it reminds me of something you and Merlin did a taco a long time ago South [TS]

  by Southwest that I always loved in eight and it reminds me of what went [TS]

  wrong with George Lucas is that he had lost his inner editor he lost his [TS]

  external editor to take he just there was no one to tell him yes and no no one [TS]

  that had the authority to do that at least he was just surrounded by in a [TS]

  blur and you can never do great work when people around you're just saying [TS]

  yeah that's great all the time [TS]

  yeah I don't do we mentioned Lucas in particular that talk no it was just [TS]

  about that was just about Minecraft of writing [TS]

  yeah but it's definitely true i'll put a link in the show notes that was probably [TS]

  the high-water mark of my public speaking [TS]

  it was an awesome talk it was i think i've said this before to like Marilyn [TS]

  and I had this talk plan and we we had met the day before in his hotel room [TS]

  downtown austin and we had a whole talk plan and then we're going on in the [TS]

  afternoon the next day and in the morning we met again to go over it and [TS]

  we decided that it was total total rubbish and that was a terrible idea and [TS]

  so we ripped it up and we decided to do a different talk and at this point we [TS]

  were like 90 minutes away from going onstage and we're not like when we [TS]

  decided to do that but like when we had completed like a draft of it and we're [TS]

  like well let's run through it once and we ran through it once and took like 45 [TS]

  minutes 15 minutes and were like oh my god that was awful [TS]

  that was even worse and we're like what do we do do we go back to the one we [TS]

  throw away or do we try to make do with this and we were like oh shit we don't [TS]

  even know we don't have a chance we not only had 30 minutes before we went [TS]

  onstage and were like this is going to be terrible and then we're like well the [TS]

  hell with it's just a panel itself by Southwest and so we went with the plan [TS]

  you know the new one and the second time we did it in front of the audience as [TS]

  soon as we finish we looked at each other like wow that was great and they [TS]

  have ever since I think more more than any other public speaking thing I've [TS]

  ever done in my life people come up to me still now and say that was that was [TS]

  pretty good yeah it was it was not standing talk people listen to if they [TS]

  haven't already [TS]

  not sure what the advices though I feel like giving people advice that if you [TS]

  ever do a run-through of a talk and it's terrible stopped me from the heart giant [TS]

  you're all set you're ready to go go onstage [TS]

  let me start or anyway the whole reason we're here is we're going to talk your [TS]

  review here we are at the end of $MONTH $DAY of $MONTH 2015 we did that you and [TS]

  I did this last year on the show I thought it was great I this is going to [TS]

  be that we shouldn't have wasted any time on the movie talk its there's a lot [TS]

  to talk about [TS]

  yeah and that's and urine review let's and mostly focused on Apple Apple is [TS]

  your interview before we get started on that 1i take our first break and thank [TS]

  one of the great sponsors all year long they've been with us on the show I are [TS]

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  so where do we start I say we go what do you say chronological right yeah [TS]

  absolutely i think like the big thing this year is that for a couple years [TS]

  since 2012 at least Apple hadn't had a spring event so it was almost six months [TS]

  and non-use up until wEDC and this year changed all that again [TS]

  yeah it's like you can't please people because in those years when they when [TS]

  they move the ipad in like 2010-11 I think even 12 [TS]

  yeah new ipads came out in the early part of the year spring late winter [TS]

  whatever you want to call it and then when they stop that like you said we've [TS]

  more or less started going like until WWDC before we heard from them and [TS]

  people would complain what the hell are they doing [TS]

  you know they've lost it they don't don't do anything anymore apples not [TS]

  innovating right now when they do it's a you know he's lost okay if they've lost [TS]

  focus [TS]

  that's exactly right there done things that were interesting to me to begin the [TS]

  year was the very beginning at least with conjecture over project Titan which [TS]

  is just broken at the end of the previous year and yours and a few other [TS]

  people talking about the price of the gold watch because we had no idea back [TS]

  then what i was going to be [TS]

  yeah so like a year ago thats really you know we knew that the Watchers coming we [TS]

  knew they were going to have a gold one [TS]

  nobody knew what it was going to cost and tighten I don't know how its [TS]

  anything different today than a year ago regarding past the car for those of you [TS]

  who don't keep out yet code names [TS]

  you know the top of your head [TS]

  I don't know that any you know it's eventually it's going to not be a you [TS]

  know a secret rumor project but i don't know that anything happened this year [TS]

  compared to last that makes it seems normal stuff [TS]

  I'm the gold watch was fascinating to me because this year more than any other it [TS]

  felt like Apple started segmenting their product line and that caused an [TS]

  incredible amount of stress and anxiety for the community because we were used [TS]

  to really they're being few products almost every one of them was for us and [TS]

  now there were gold watches and on one port macbooks and and products that [TS]

  might be apple products but not ones that we would want and that was very [TS]

  uncomfortable for a lot of people i think that we need to add to me it was I [TS]

  don't regret it because I thought it was fascinating to think about i had a lot [TS]

  of fun writing about extended guess what the watch pricing was going to be in [TS]

  hindsight though we've spent more time thinking we collectively spent more time [TS]

  thinking and speculating on what the gold Apple watch editions mean for apple [TS]

  and this watch is a product before they came out then afterwards like yes once [TS]

  they came out its like the gold one at the difference between our universe [TS]

  where the apple watch edition exist in the alternate universe where the gold [TS]

  one doesn't even exist [TS]

  it's there's almost no differences between those those two hypotheticals [TS]

  they had a nice spike in sales when apple store dubai open and that's about [TS]

  it [TS]

  oh I have noted i have seen them i saw one I forget when must have been August [TS]

  when I was in vegas for a few days in august and i saw one on somebody's wrist [TS]

  there and i know i've heard from readers have seen them you know here and there [TS]

  was but they're definitely rare enough that it's like when people do see [TS]

  somebody wearing one that they you know they think like hey al email Gruber and [TS]

  tell him I saw somebody where and when it's pretty you know for obvious reasons [TS]

  it's pretty rare I mean because they're really really quite expensive for me was [TS]

  more the sign because it as Apple gets complaints all the time that they never [TS]

  do anything differently don't take risk their own experiment they should buy [TS]

  this company to try and these are products that do take those kinds of [TS]

  risks whether they gold Apple watch it you know in the long lens of history is [TS]

  good or not at least they were willing to try something different and I like [TS]

  when Apple does that i would say this with the watch in hindsight and I just [TS]

  you know there's the year petered out are played out i guess i should say um I [TS]

  feel very strongly that the best Apple watch is the sport edition and I don't [TS]

  even mean it in the sense that you're getting more bang for your buck [TS]

  you know the way that sometimes when people do reviews of like a category of [TS]

  product and they say here's our pick for the best [TS]

  it's not necessary that they mean it's the best it's the best given the price [TS]

  you know like the best car might be the honda accord somebody would say but [TS]

  they're not trying to say that it's literally a better car than you know a [TS]

  hundred and ten thousand dollar you know top-of-the-line mercedes s-class they're [TS]

  saying that given you know I'm saying flat out that I think the apple watch [TS]

  sport edition is the best version of the watch . like all . don't worry about the [TS]

  fact that it costs less than the other one yeah he's got a wide variety of [TS]

  looks got the silver the black the rose gold the gold its superlight it's got [TS]

  the probably the best taptic engine of any of the of the watches a lot to [TS]

  recommend it it's the taptic engine that to me makes me say that because on mine [TS]

  my you know the one that I that I personally own is the black stainless [TS]

  steel one the taptic engine was never that great to start with wasn't wasn't [TS]

  broken [TS]

  I wouldn't call it broken it just didn't feel great and it certainly didn't feel [TS]

  like the demo ones that Apple had which were like the Platonic ideal of what [TS]

  this was supposed to feel like [TS]

  and quite frankly just didn't feel as good to me as the sport one that i have [TS]

  i've got a review unit sportwatch here my son has a sport edition the taptic [TS]

  engine just doesn't feel as good and the other factor is that as the years gone [TS]

  on the taptic engine in my in my black stainless one has gotten worse [TS]

  it's just somehow it's not weaker but it's like loser [TS]

  somehow it's very hard to describe [TS]

  I just feel very strongly that the sport one is as a superior product [TS]

  yeah my black stainless steel is the same i think we got ours at the same [TS]

  time [TS]

  yeah i got mine the body weight loss deal that i have is the same i and III [TS]

  don't know if that's a because it's early on and there were some rumors that [TS]

  they that they shipped later because there was trouble with one of the taptic [TS]

  engine suppliers and they had to ditch a bunch of the engines and and that's [TS]

  pushed a lot of the delivery dates out but the the stainless steel watch i got [TS]

  with her med strap later on is as a much better taptic engine so hopefully they [TS]

  figured that part out [TS]

  yes so that's interesting to me so you you got did my sport are not my sport my [TS]

  personal Apple watch is one that i ordered on the first day you cover which [TS]

  was I think april $YEAR 10 and I got it [TS]

  you know at some point in mid-may that's interesting that you so you got their [TS]

  mess one which is a stainless steel Apple watch even after all this time I [TS]

  still get I still want to call it apple watch Steel just when talking about it [TS]

  just to be a leader as opposed to Apple watches a generic platform which anyway [TS]

  that's well maybe this year they'll fix it but it's interesting to me that you [TS]

  feel like you got a better taptic engine and that one yeah and it shipped with [TS]

  watch os/2 on it so i'm guessing that it was later in the production it wasn't [TS]

  just a an original you know what they thought that I had to update when I got [TS]

  it out of the box [TS]

  mm so that's to me is is one na it interesting too that this is the the [TS]

  ongoing the only thing i don't like about the sport one is the I do wish [TS]

  that that that that that it had the state are sapphire crystal instead of [TS]

  that the glass totally understand why it doesn't because of the price but just in [TS]

  terms of giving it a a whole-hearted endorsement as if you're going to buy an [TS]

  Apple watch today which one would i recommend the only thing that would keep [TS]

  me from wholeheartedly recommending the sport ones is the fact that it doesn't [TS]

  have the Sapphire display but even my son which he has worn very regularly [TS]

  throughout the year it definitely has scratches but they're very very fine and [TS]

  they are definitely not visible unless you're looking for them like holding it [TS]

  up to the light and you know he's just an 11 year old kid he's he's pretty [TS]

  careful with this stuff but I mean it's not like he you know it hasn't exposed [TS]

  it to a lot of you know wear and tear [TS]

  we're talking about this before and that though it feels like the production [TS]

  quality on the Apple watches are it is as good if not better than any product [TS]

  apples released like the diamond like coding on the back stainless steel when [TS]

  I thought I've scratched it several times and it turned out that it's taken [TS]

  some steel or some concrete off of something else to watch itself [TS]

  underneath is fine [TS]

  yeah that's true for mine as well I will say that with the dlc coating on my and [TS]

  I sent you pictures a few weeks ago and it literally looks mint condition i [TS]

  really feel like in terms of scratches I could if just if I cleaned it with just [TS]

  warm water and you know maybe a toothbrush or whatever they say to use [TS]

  it just to clean it to get some little bit of sand and stuff like that or dust [TS]

  out of there in terms of scratches I think I could pass it off as mint like [TS]

  new and bonds it is that unbelievable and that's not true for any kind of [TS]

  normal stainless steel watch [TS]

  yes that's remarkable so I what about the launch of Apple watch in hindsight [TS]

  got a lot of I would say controversy i would say that there is controversy [TS]

  about it just in terms of the fact that it wasn't in stores you had to make [TS]

  appointments to try it on in stores even people who order right on day one had [TS]

  you know some people didn't get their watches to the end of May there were [TS]

  certain bands that didn't even ship until summer lots of people complained [TS]

  about that but is that is that just the nature of one brand new product that you [TS]

  know the first time they ever made a watch of course the rollout is going to [TS]

  be like that [TS]

  yeah I think we've seen that previously with some things like the retina [TS]

  displays in the early iphones it created production shortages and the thing with [TS]

  apples that they sprint at those deadlines it's not like they have the [TS]

  products ready way in advance to accumulate them from once they ship them [TS]

  as fast as possible and sometimes when you do that you overshoot like something [TS]

  doesn't work out I have the feeling that whether it was some of the letters for [TS]

  some of the strategies to swap out or some of the taptic engine that didn't [TS]

  have the yield rates that they needed they just didn't have enough of them on [TS]

  hand and that coupled with the fact that it was a new product you it ended up [TS]

  being a goofy launched and it felt like everything that they did was sort of an [TS]

  attempt to mitigate a the problems with getting that product on the market is [TS]

  best that they could in hindsight though like it and now after Christmas and you [TS]

  know obviously everything I saw is that there were no supply problems with any [TS]

  of the watches you know for the holidays and just talking you know create our [TS]

  friend Kirk Hockenberry just posted a thing about it [TS]

  the downloads of his little free clicker app for the watch that the despite [TS]

  savino's huge huge spike on Christmas Day you know so at least some anecdotal [TS]

  evidence that you know a significant number of people got Apple watches for [TS]

  Christmas you know which I was obviously the plans not that's not shocking or [TS]

  surprising news on but in hindsight the fact that the april may june $YEAR [TS]

  timeframe was a rocky launch in terms of having everything available when it was [TS]

  so what ya its into it it's I don't say it's concerning because it's repeated [TS]

  but we see that again with things like the Apple pencil which hasn't been [TS]

  available to to launch with the ipad pro they're getting a few and every now and [TS]

  then and again brand-new product and it's incredibly hard to coordinate the [TS]

  manufacturing for all these brand-new products all at one time with apple had [TS]

  their druthers it absolutely would want all the last time because itself are [TS]

  more that way [TS]

  what's the availability on the pencil right now still just now it's looking to [TS]

  get a few they get a few at a time and this electronically well we'll come back [TS]

  to that later but that's interesting i didn't know that that was that was hard [TS]

  to buy looks like oh yeah if you go to if you go to apple.com today i had [TS]

  record and try to buy from the website is available to ship four to five weeks [TS]

  wow yeah yeah I kind of feel like that's the nature of some of these new things [TS]

  especially ones that really are sort of [TS]

  it you know like The Watcher the pencil where it's it's not even just well we [TS]

  used to have these you know hundred and hundred and sixty some pixel per inch [TS]

  screens and now we've gone 200 you know four times the pixels 330 per inch [TS]

  you know it this is everything about it as a new thing all of it you know it's [TS]

  not just the tip or whatever other sensors are in the pencil it's the whole [TS]

  thing [TS]

  yeah everything has to be almost perfect to get it all to land at the same time [TS]

  and once in awhile it's not perfect and we see that with the watch with the [TS]

  pencil things like that so what do you think with the watch what do you think [TS]

  we're going to see this coming year you if we just look at past activities being [TS]

  the best indicator of future activities i think the watch ends up getting I [TS]

  almost like what happened with the ipad 2 or the iphone 3g where they just get [TS]

  better at making it and that manifest itself and it being lighter i don't [TS]

  necessarily have to be thinner because it's got all those it's got that center [TS]

  stack on it but there will be a new design because that's what Apple does [TS]

  and my biggest hope because you know some people are nervous that they have [TS]

  to change the casing every year i've got so many straps now biggest nightmares if [TS]

  the straps aren't compatible so I'm hoping that whatever they do with the [TS]

  watch we get scrapped compatibility for as long as we got 30-pin dock connector [TS]

  compatibility [TS]

  yeah i would hope so but on the other hand I I I don't want to bet on it [TS]

  though I I feel like that was at least their hope [TS]

  originally yes I feel like they're not going to let that constrain them if if [TS]

  it means that they if they feel like they could come out with something [TS]

  really better that they would take that bullet in the early years of the product [TS]

  will see i would if i guess if I had to bet I'd place a small bet that whatever [TS]

  the apple watch to looks like it'll be strapped compatible and there's some [TS]

  obvious gaps like the first iphone didn't have gps the first Apple watch [TS]

  didn't have the discrete gps it doesn't have discrete radio technology and [TS]

  either like you can't just go on LTE or Wi-Fi very you go on Wi-Fi myself but [TS]

  it's not full on Wi-Fi so it's things like that that once the the thermal and [TS]

  the the power constraints go down low enough for the optimized well enough [TS]

  that they'll be able to build in yeah I don't know if we're there yet [TS]

  I feel like it's not going to be a lie i feel like we're not set for a radical [TS]

  upgrade on while they're trying i was at a starbucks and have my Apple watch on [TS]

  the Tigers oh wait i have the samsung watch and it's got 3g and he ran into [TS]

  the back and he ran out with it and it was the size of a small phone [TS]

  yeah on his wrist and the other one that had 3g didn't they didn't update being [TS]

  able to ship it i forget which one that was but it was a recent watch that was [TS]

  gonna come out and all the LG LG air baby they couldn't ship because he's [TS]

  taught this stuff is really hard [TS]

  yeah I can't imagine that they're going to have independent 3gs I've I don't [TS]

  know it's gonna eventually it's going to happen I feel like one year out that [TS]

  that's a bit much to ask what I would really like to see is just for now I i [TS]

  would like to see an Apple watch to that remains a satellite of your iphone and [TS]

  just is way way way more robust in terms of having a fast responsive connection [TS]

  between the phone and the watch relies to computer on a ship is going to be [TS]

  super interesting to see ya and I feel like that's the area where they are most [TS]

  likely and again this is just looking at the last you know that we ate seven [TS]

  eight years of Apple that post iPhone Apple the thing that they have most [TS]

  consistently been able to do in terms of year-over-year improvement just giving [TS]

  12 months and see what they come up with is improve those those you know the CPUs [TS]

  and chipsets inside these devices and we can talk about this later but I one of [TS]

  my biggest story of the year for Apple was with Johnny synergies hardware [TS]

  platforms team just the work that they've done that almost never get any [TS]

  credit but from chipsets to storage controllers to things like 3d they just [TS]

  been knocking it out the park [TS]

  yeah well they don't it's not that they don't get credit and it's unrecognized [TS]

  but for the most part so much gets written about apple and it almost all [TS]

  gets written from the external [TS]

  perspective of looking at the final product and you know complaining about [TS]

  those things that you can that are exposed on the outside as opposed to [TS]

  sort of looking trying to look at it from the inside out and say good god [TS]

  this is remarkable what you know you know what the graphics performance is [TS]

  like on this ipad pro or if you really love it asked you 10 years ago who's it [TS]

  without you [TS]

  if someone to come and told you John Apple is going to be the most exciting [TS]

  chip design company in the world who would have thought they were crazy [TS]

  well yeah i think so too definitely just because it wasn't part of their history [TS]

  and now it kind of is but it's it it also it's more silent because they [TS]

  they're only customers themselves [TS]

  yes you know and they're not they're not pedaling these chips to other makers to [TS]

  do things with which is a huge advantage because they don't have to worry about [TS]

  profit for profit or loss on a chipset level they don't have to support other [TS]

  like they don't have to support things like directx on their chips and enough [TS]

  to put anyone elses architecture and they can cater to exactly what they want [TS]

  to do on the software side like 424 case 2 3 4 case dreams you know handled at [TS]

  once all right even even you know after a couple of years of these devices even [TS]

  if you look at the just like the first ipad in 2010 [TS]

  so just go back at this point that would be six years ago right because we got to [TS]

  kind of start thinking about i was going to say five just 20 15-20 10 but it's [TS]

  I'm gonna have yeah well five and like 10-12 equal yeah just go back to that [TS]

  first ipad and I remember you know being very impressed by how smooth that the [TS]

  whole thing wasn't like just scrolling when I first got my hands on it but [TS]

  clearly it wasn't you know it had a lower resolution or pixels per inch [TS]

  density than the iphone did it was only like a hundred and thirty-three right [TS]

  cousin that went to 266 11 Red you can definitely see pixels and it wasn't that [TS]

  fast and then if you had given me the pixel count of the ipad pro and so when [TS]

  do you think they'll they'll be able to make one of these devices and iOS device [TS]

  with the display with that many pixels and have it you know completely complete [TS]

  you frames per second response of this i would have thought well it's possible [TS]

  but I would have thought you know maybe like 10 years and you know it was only [TS]

  five years so that you know it was at least double what i would have guessed [TS]

  as as a as a optimistic scenario is if a funny story about Steve Jobs wanting [TS]

  sushi at caffe macs so he just told him look at me the best sushi chef in the [TS]

  world they went and got him a great sushi chef and the same time he said you [TS]

  know I want something I understand these trips at things i just want to give me [TS]

  the best ship died in the world and they want him the best guy in the world and [TS]

  over the time they just kept accumulating really really good cheap [TS]

  people and i think most of them still aren't publicly well known that those [TS]

  people are working at apple but the team we've assembled there is absolutely [TS]

  industry-leading I think we're going to only see more and more impressive stuff [TS]

  from them as time goes on [TS]

  yeah and I really do feel like that's what Apple watch needs the most you know [TS]

  if we can you can criticize you know that's that there's a weird aspect to it [TS]

  in terms of watches being jewelry and watches being you know anything that [TS]

  qualifies as jewelry being something that people use to sort of signify their [TS]

  own personal sense of style and the fact that if you look at traditional watches [TS]

  it's a product category where it's almost an uncountable number of options [TS]

  even if you just said I'm gonna go to my local shopping mall and i'm going to buy [TS]

  myself a watch just in the stores in that one mall that you go to the number [TS]

  of watches that you would consider if you look at all of them is you know you [TS]

  know you wouldn't be able to do it and daggering staggering and that you know [TS]

  with with serious variety in in the in the the looks that you can go through [TS]

  and then with Apple watch the pitch is everybody's gonna get a watch that more [TS]

  or less looks the same and yes there are you know there's a difference between [TS]

  the steel and leather and the sport bands but the watch itself is [TS]

  fundamentally this identical capsule-shaped rectangle and you know [TS]

  there's a reason for that I don't think to take they can't it's not feasible for [TS]

  them even with the number you know just think about the variety of options they [TS]

  have given this limited design that's that's a weird thing and you know for [TS]

  people not to go off on a down the rabbit hole of round vs rectangular and [TS]

  you know which is the way to go for smartwatches I think they went [TS]

  rectangular for good reason but just even given that distinction alone i [TS]

  understand that then there's a reason that people could criticize that but i [TS]

  don't think that that's the sort of thing that they need to look at for [TS]

  Apple watch to like I feel like a basic look and layout of it is fine and that's [TS]

  not absolutely not what's holding it back from being more useful more he was [TS]

  good enough for later in general it's good enough for me that was amazing i [TS]

  was that was you tweeted that right yeah I can't believe I didn't see that that [TS]

  screenshot more i add I hadn't seen that since Apple watch came out so if I [TS]

  output in the show notes I promise but but Renee had to posted a tweet a [TS]

  screenshot from Return of the Jedi wear layers like wrist communicator really [TS]

  does look like an Apple watch [TS]

  I mean not like not like so much that you would suspect that it was [TS]

  photoshopped onto the screen shot but it looks pretty similar [TS]

  yeah amazing so anyway my hope for 2016 Apple watch to which I'm guessing he'll [TS]

  probably come out around the same time as last year's I'm you know route there [TS]

  are rumors already that there's going to be a march event this year and i would [TS]

  not be surprised about the watch to comes out my guess is Apple watch two [TS]

  will look very much like Apple watch one case compatible and that all the [TS]

  improvements will be pretty much from Johnny's Fugees team I think and of [TS]

  course I of course obviously software you know a Apple watch 32 Apple watch [TS]

  os3 to accurately watching us watch us 32 to take advantage of them [TS]

  I agree and I think that the mistake that we often making technology as [TS]

  people say i don't want to buy you out [TS]

  watch again i just bought one last year but apples never targeted year-over-year [TS]

  either happy if you want to upgrade your ass over a year and some script [TS]

  subscription things are doing now that is more geared towards that but [TS]

  traditionally the second version is not many people have the first version but [TS]

  for people who didn't for whatever reason by the first version has a lot of [TS]

  people who don't have apple watches and those are the ones that are gonna gun [TS]

  for with the second right and the criticism from people who bought Apple [TS]

  watch 11 is inevitable and it will be for the sybaris but if you think about [TS]

  it from Apple's perspective and sometimes i think when i when i take the [TS]

  think about it from Apple's perspective angle on an explanation for why they're [TS]

  doing this people get angry but they're still not being logical like what else [TS]

  is Apple to do [TS]

  are they you know the only of the only two options they would have had would [TS]

  have been not to release the watch one last year at all because that there's a [TS]

  new one they knew that the two words coming out in $MONTH 2016 which is true [TS]

  every year [TS]

  yeah with which it if you get locked into that type of thinking they would [TS]

  they would not release anything that would turn into Willy Wonka's chocolate [TS]

  factory that's closed and doesn't release anything which might be good for [TS]

  the privately-held walk a chocolate company but is not good at all for the [TS]

  publicly-held apple can Apple incorporated and then what would be the [TS]

  other thing to do to to not release Apple watch to which they could do this [TS]

  year but just to make apple watch one users happy well that's suicide in the [TS]

  tech tech world you can't just sell an old thing [TS]

  so you don't annoy the people that I mean this is the nits you know I think [TS]

  Steve Jobs said about as well as anybody could not really with it year-over-year [TS]

  upgrade but when the back in $MONTH 2007 when the price dropped of the iphone two [TS]

  or three months after it first came out it was like hey this is this is [TS]

  technology moves fast [TS]

  you know we're going we're trying to make you know make this as fast as [TS]

  possible and sell it at the best price we can as fast as we can and we you know [TS]

  we can't worry about breaking eggs along the way now and for the thing you people [TS]

  do get angry but for me the explaining at least best as we can what Apple is [TS]

  thinking at least less people hate apple intelligently instead of hating him for [TS]

  superficial reactionary reasons they can listen to the explanation understand [TS]

  point of view and then hate them for good reason it does it is and I've heard [TS]

  a lot of people say it you know i mean you know i bought with I you know I [TS]

  bought my stainless-steel Apple watch with my eyes wide open knowing that you [TS]

  know that it's probably gonna be good for a year and i'm an idiot I just throw [TS]

  money home all sorts of apple stuff uh I think the people who are sensible about [TS]

  it and lots and lots of people i heard from said I'm I'm willing to wait a year [TS]

  to get my first Apple watch very sensible very sensible take it will and [TS]

  if that's the type of personality you have you know you know you're going to I [TS]

  think you're going to be very satisfied with that patients or people who are so [TS]

  maybe slightly less patience or maybe had more money willing to throw a people [TS]

  who said i'm going to get one but i'm going to get the sport model because I [TS]

  bet are going to want to get a new one the next year all very brittle some [TS]

  people never want the reveille board and some people always want to be on the [TS]

  ground floor of a new technology and it's different kinds of personalities [TS]

  not everyone's the same and you can sort of pick the one that you want and it's [TS]

  up to you to make an informed rational adult decision now [TS]

  alright one last thing prediction on the Apple watch [TS]

  dude do you agree that it probably could be announced in march yeah i think this [TS]

  year's march event will pretty closely mirror last year's do you think that it [TS]

  will be more like the Apple or the iphone 3g or the 3gs that's interesting [TS]

  because the 3g famously the Apple didn't count as a full version it was a 1 comma [TS]

  product it wasn't the two common product that was a 3gs so it was basically what [TS]

  the iphone was meant to be from an internal at least tracking perspective [TS]

  where I think Apple watch hardware to your point will be somewhere and what [TS]

  they're going to designate it but I think I'm agree with you on that it is [TS]

  going to be more of a rounding out the way watch us to was then another leap [TS]

  forward [TS]

  so which one do you think it's going to be more like I think anymore like the 3g [TS]

  and it will be keeping in mind that Apple often has a conservative version [TS]

  of the product and a very aspirational version of product and they have to [TS]

  figure out which one they can reliably deliver any year i think they absolutely [TS]

  have both ready i but i think based on the Apple watch this year I think will [TS]

  will [TS]

  get more like the 3g version mm I wonder I I was kind of thinking maybe it would [TS]

  be more like a 3gs like maybe more like to compare them more like the original [TS]

  iphone didn't exist that we started with the 3g and we're going to the 3gs in [TS]

  other words it will look at how long was a better version a better comparison [TS]

  oh yeah it's thinner i agree i think it's the universe because the I the [TS]

  iphone 3g got a better radio but not a a better processor and i think the the I [TS]

  Apple watch 2 is going to get the better processor not necessarily the radios all [TS]

  right that's what I'm thinking I'm thinking a better processor and yeah [TS]

  probably not better radios well we'll see i don't know maybe a measure of the [TS]

  two and maybe you're right that the ipad 2 is maybe the better example although [TS]

  the ipad 2 is really largely about making the thing dinner [TS]

  yeah I don't think they don't see I don't think we're going to see that with [TS]

  the watch i don't think we're going to see it thinner version i don't think we [TS]

  need to [TS]

  well I we will eventually and I'm sure what we never need to I mean there's I [TS]

  bet it inevitably they're going to get to a point where we're jony ive's team [TS]

  is going to start pressing the the nada we're going to make it a lot better [TS]

  well they typically make things thinner because they want to make them lighter [TS]

  because later for them is essential to usability but things like the apple TV [TS]

  3d touch there are exceptions to that rule for them there's things that they [TS]

  believe are important features or capabilities that they're going to just [TS]

  blow through the the envelopes on that but they have a huge thermal like I I my [TS]

  understanding is that the s-1 runs as hard as it physically can for that [TS]

  enclosure [TS]

  yeah thats i wouldn't be surprised especially given how slow some things [TS]

  are ya that there's just no way so anyway we'll see i'm excited about it [TS]

  was something else that was really cool about the March event and that was sort [TS]

  of the coming out of jeff williams like introduced research kit that was the [TS]

  first time we saw is arguably one of the most powerful people at Apple on the [TS]

  stage right he went from beginning of the year had hadn't he appeared onstage [TS]

  and it was sort of a you know it wasn't a secret i mean is there on the press [TS]

  bios page for apple executives but wasn't really known public [TS]

  buy them by the end of the area been promoted to chief operating officer had [TS]

  been on stage I think he was a WC was definitely the September event and he [TS]

  owns the watch this hero's his was his project [TS]

  yes that is actually true and not well known and you know kind of a a I thought [TS]

  about this thing right about much about it but I thought about it when they made [TS]

  the announcement a week or two ago about the the executive not really changes [TS]

  it's more or less promotions and like you wrote in your piece that I more sort [TS]

  of making official changes that have been made internally for a while like [TS]

  Johnny suruchi stature within the company was SVP level and in terms of it [TS]

  you know the respect that he has and understanding of how important is it [TS]

  just wasn't reflected in this if you do the job before you get the title at [TS]

  apple right and and I was thinking about it with with jeff williams and clearly [TS]

  part of the the gravity of being named CEO of Apple is that in the modern era [TS]

  which again I always say is post next reunification there's only ever been one [TS]

  other coo and that was Tim Cook and we see you know what that meant for him and [TS]

  you know it clearly meant that he was number two and end in line to take over [TS]

  CEO if anything happened to the CEO and I think you know it's hard not to think [TS]

  the same with jeff williams and the other thing too that made me think about [TS]

  it is that it to my knowledge when when Tim Cook was coo he never really had the [TS]

  roll over a new product the way that Jeff Williams did with the watch in [TS]

  particular it was a different like the the iphone was the clear example of the [TS]

  big new product category that Scott Forstall basically on I mean steve jobs [TS]

  and everything but Scott Forstall was the closest to not being steve jobs and [TS]

  owning a product and there's there's no sort of scott forstall been unified now [TS]

  and they do have kevin lynch but he's doing the software i think a brand-new [TS]

  product needs somebody to sort of incubate it and and take care of it as a [TS]

  specific new product before i can get reintegrated into the existing structure [TS]

  and apple that ships iphones and I [TS]

  pads every year yeah and i think that the operational angle on that is and [TS]

  again it's I don't have the numbers off the top of my head but I think I mean [TS]

  the number of iphones they sold in 2007 was maybe just a few million was in the [TS]

  millions yeah I of that first one until yeah you know the one with the metal [TS]

  casing was really really small and millions and I think they got to 10 [TS]

  million by the end of $MONTH 2008 which would be a full year of selling the [TS]

  original iphone and in six or seven months of selling the 3g but it was [TS]

  really with subsidies that it took off [TS]

  yeah and its really with the 3g where production really ramped up [TS]

  yeah and for all of our like if we just mentioned it earlier in the show all of [TS]

  the bitching and moaning about the early production delays on the Apple watch in [TS]

  april-may here we are just you know nine months later and we've gone through a [TS]

  Christmas where there were no no supply problems and they've sold way more Apple [TS]

  watches when we don't know exactly what because they're not how many because [TS]

  they're not breaking them out but it's clear that they've sold way more Apple [TS]

  watches in this first year than they did iphones in its first year and it's just [TS]

  they were able to do internationally which the original iphone wasn't it was [TS]

  available in one country and then maybe three or four countries for most of that [TS]

  year [TS]

  yeah that's also very true yeah and it's again and i'm not saying that I don't [TS]

  bring this up to to posit that the Apple watch is on pace to be more popular than [TS]

  the iphone i think it's clearly just because Apple as a company and its [TS]

  products that it it it is you know it's more of a cultural phenomenon and it can [TS]

  make a new product known to people in a way that it couldn't before and they've [TS]

  got really they've brought in their base of people who consider themselves Apple [TS]

  customers and it always the ipod took awhile for the ipod to ramp up till [TS]

  after became available on Windows it took awhile for the iphone grab the ipad [TS]

  ramped up incredibly quickly but then it also slope down fast to and it feels [TS]

  like you know you're on a highway that has a speed limit and regardless of how [TS]

  fast you accelerate [TS]

  still that speed limit so you can have initial burst or you could have a slow [TS]

  acceleration but all the products were to get there in the end I also think [TS]

  that with the ipad which I think sold somewhere between like 10 and 15 million [TS]

  its first year [TS]

  don't quote me on that but i'm pretty sure that you're going right [TS]

  I remember being on a TV show [TS]

  claymores show with people guessing at first year sales and it was like me and [TS]

  andy and adco and yes I think Jason Snell forget who else was on but my [TS]

  guess is that Jason was no on remotely and my guess was way higher than [TS]

  everybody else's and I was still low of what actually turned out but even then I [TS]

  feel like making that original iPad wasn't anywhere near as much of a [TS]

  stretch operationally because they had three years under their belt of making [TS]

  iphones and the technology was fundamentally the same except this was [TS]

  bigger and so it's in some ways that makes it easier [TS]

  whereas with the watch here they are taking these iphone style chips and [TS]

  display technology and etc and making a really really small thing with [TS]

  incredibly tight tolerance for so many of these things physically that it was [TS]

  harder [TS]

  yeah like I ipad rent-a-center even ran what was called iphone OS that time [TS]

  where with watch as they created that separate interface layer rather like the [TS]

  clock faces and for carousel and for some other things right [TS]

  big difference i think is that the idea was also 10 years of phones before the [TS]

  iphone and ten years of tablets before the ipass they sort of knew what the [TS]

  problems were that they wanted to fix we're with the Apple watch they entered [TS]

  the product Carrick category very quickly and there isn't as much evidence [TS]

  that's what they don't have as much information about what that product [TS]

  needs to be there sort of part of the experiment for the first time [TS]

  yeah alright let's take a break i think another sponsor and then we'll go like [TS]

  next up is WWDC right yeah all right well our next sponsor is our good [TS]

  friends at automatic what is automatic is a connected car adapter i call it I [TS]

  call it a dingus the dingus it plugs into your car's diagnostic port that's [TS]

  the all these cars have the exact same port every car manufactured since 1996 [TS]

  has one of these ports it's this thing that when you take it in take your car [TS]

  into the the dealer or your local auto shop they just plug this thing into the [TS]

  same port and it tells them all this diagnostic information about your car if [TS]

  you have like a warning like come on our or hey go you know you need to go get [TS]

  your oil changed and it says like go get service a1 or something like that if you [TS]

  have automatic you plug your you plug it into your car it tells you exactly what [TS]

  that means it actually decodes it tells you or if there's like a problem with [TS]

  the car not just like regular service but they say like you know error code f2 [TS]

  or something like that [TS]

  automatic and tell you exactly what that means and you'll know whether it's hey [TS]

  this is actually serious or B this is you know this is yeah something's got to [TS]

  get looked at but you can you know finish finish going where you're going [TS]

  and not worry about it really really useful good just totally opened up [TS]

  exactly what's going on with your car and it's kind of remarkable how much [TS]

  modern cars know about what's you know going on system-wide throughout the [TS]

  whole car and it does all sorts of other things to it hooks up to your phone and [TS]

  uses gps and it can give you a log of your trips and parking location it can [TS]

  use the gps while you're driving to sort of rate your fuel economy and your [TS]

  efficiency score you on that and they have a new app store for automatic and [TS]

  you go there and it lets you hook up all sorts of things that you do this by [TS]

  using your phone you just have your phone paired with bluetooth to the [TS]

  automatic in your carp and you can hook up all sorts of cool things like ifttt [TS]

  that if that if this then that and set up all sorts of scenarios where it says [TS]

  if you get within 50 miles of your home you can have it hook up to your nest [TS]

  thermostat and have it you know turn on the heat or in the summer turn on the [TS]

  air conditioning all sorts of bread recipes like that they have lots and [TS]

  lots of apps over 20 apps are in their app store you can go check it out an [TS]

  automatic calm / apps and see the sort of things that are available [TS]

  bottom line this is all really really cool stuff [TS]

  it works on any kind of car any car made after $MONTH 1996 so it's not like you [TS]

  need a certain brand or something like that certain model any card you just [TS]

  plug this thing in it hooks it up even can tell you things like where you [TS]

  parked your car because it has this GPS and it can remember stuff like that [TS]

  how much is it well here's the thing it is super super it's amazingly cheap it's [TS]

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  my thanks to automatic alright WWDC well there was one thing right before WC that [TS]

  was super interesting and that was Johnny I'm getting promoted to chief [TS]

  design officer that Israel new direct reports going right to Tim Cook yeah [TS]

  where's new direct reports that was Alan died yeah and howarth i'm forgetting his [TS]

  first Richard Richard yes and that created this whole is Johnny I've [TS]

  leaving Israel changing again a lot of noise i think over the course of the [TS]

  year don't even really think about it anymore [TS]

  no I don't think so and I get the feeling I don't feel like you know again [TS]

  would it be the biggest shock in the world if he leaves in a couple of years [TS]

  i guess not [TS]

  I mean you never know you know he's obviously a very private person you [TS]

  don't really know you know you know can't if you don't know how could you [TS]

  say and this could be then be seen in hindsight as a you know precursor to [TS]

  that but my guess is no because from what I dunno of them and what you know [TS]

  it's obvious is if if he's obsessive about design where else what else is he [TS]

  going to do like it seems to me like what you would want to do if he could do [TS]

  whatever he wanted to all day every day is run apples design team we saw that in [TS]

  the 60 minute special they showed everything from his little sketch book [TS]

  where he made the the watch designs to the CNC machine spitting out behind them [TS]

  to his glee over the giant glass panels being installed it at the campus to [TS]

  ya-ya the biggest pieces of curved glass ever made [TS]

  that's pretty interesting what a great job yeah and I feel like what the [TS]

  promotion of dye and and hearth really meant was that it frees him up from [TS]

  administrative and bureaucratic responsibilities that there are meetings [TS]

  now that instead of heat attending you know Diane door howarth can attend and [TS]

  just things like four people on the design team like approving vacation [TS]

  schedules or whatever else of the kind of administrative stuff that somebody [TS]

  has to be in charge of it's not him anymore and that yeah and I think it's [TS]

  similar to what we'll talk about with phil schiller later where it removes [TS]

  bottlenecks from the process of Apple as Apple scales [TS]

  yeah i think so and I think it lets him [TS]

  it lets him spend more time on what he's drawn to as opposed to what he you know [TS]

  the the paraphernalia that the miscellaneous stuff they have to do that [TS]

  that's just sort of busy work [TS]

  I don't know for lack of a better term you know there's two universal truths [TS]

  and big business that is everyone wants more management more power and then [TS]

  anyone who has it wants to get rid of it [TS]

  yeah and maybe that's you know exactly what what this was about and I kind of [TS]

  get the feeling that that both died and howarth are very very trusted by I've [TS]

  yeah and so it's it's not theirs [TS]

  I don't think there's any kind of Machiavellian aspect to it where they're [TS]

  angling to take over i feel like you know they're at the stage in their [TS]

  careers where they're looking for more management and authority and I've i [TS]

  really do think it's as simple as that he just wants to spend you know he's [TS]

  only got you know so many hours in the day every day I wants to spend them [TS]

  obsessing over everything you know its design . weather and there's teams are [TS]

  fantastic the the ID team and the hii teams they they said I'm going to people [TS]

  who ever left ID over his jony ive's tenure and those teams know what they're [TS]

  doing [TS]

  yeah well and it's a very small team I mean if and if there is a bottleneck [TS]

  still within the company that might be part of it but i don't know that it's [TS]

  it's you know I think it's clearly one of those mythical man month type things [TS]

  were throwing more people at it is going to make more better design come out i [TS]

  like the in that 60 minute special one of the things I really like scene was [TS]

  that they brought out the 10 prototype iphone sixes [TS]

  yes from every size you know from four inches up to i'm not quite sure what the [TS]

  biggest was probably six but that they had 10 different iphone 6 shapes and I [TS]

  don't know that that I I you know they didn't turn them on so you can see [TS]

  whether they were actually like electronic device you know like working [TS]

  iphones or were they just things that you held in your hand but they had all [TS]

  ten of them they're for for them to display that was pretty cool and it [TS]

  wasn't just about the size but tattoo I've was part of the entire product [TS]

  experience of having [TS]

  device of that size [TS]

  yeah it's you know i-i-i believed it when I said that you know that was the [TS]

  story that they told when they came out with the two you know the 4.7 inch and [TS]

  5.5 inch iphone 6 sizes and they said you know we made 1010 versions from [TS]

  every size from 4.0 up to i think 6.0 inches in that these were the two that [TS]

  felt right but i thought was pretty cool that they still have them there and [TS]

  brought them out [TS]

  yep everything else under tarps yeah i like the story it reminded me of the [TS]

  story from The New Yorker which is the profile of of Johnny I've that came this [TS]

  year i guess there was this year right had that [TS]

  ya heard about the watch launch yeah right around and watch launched a truly [TS]

  truly almost book-length New Yorker profile on Johnny I've and that when he [TS]

  was in that does the guy who wrote it was in the design lab one of the tables [TS]

  you know several of the tables had those black shrouds over them and you could [TS]

  see that you know that there is that the outline the shape of whatever it was you [TS]

  could see like the big shape of whatever it is they're recovering but then there [TS]

  was one where it was completely flat it was just a table that was completely [TS]

  flat as though there was nothing on it why was it covered up and then in [TS]

  hindsight it was because that was the table that was going to be the [TS]

  hindsight it was because that was the table that was going to be the [TS]

  the apple watch display table where yes [TS]

  whereas a profile as a three-dimensional shape it's exactly the same as Apple [TS]

  standard tables but it has a glass top that displays the Apple watches [TS]

  underneath [TS]

  yeah they're pretty ingenious thing with a badge is open up the growers [TS]

  underneath the retail staff [TS]

  yeah very true very clever design but i think it's it's fat in it at it to me at [TS]

  em blue it's an emblem of the way that design is truly a first-class practice [TS]

  at Apple that it's exactly the same team that is designing the tables that are in [TS]

  the stores to display the watch as who displayed the watch itself designed that [TS]

  the watch itself and who designed the packaging for the watch right that they [TS]

  want to control the experience the entire way through the product's life [TS]

  basically write the store itself is a is a product the the including you know the [TS]

  lighting that the surface that's used for the floor the dimensions the tables [TS]

  the products themselves our products and the packaging our products and the [TS]

  processes whereby that comes from the table to you in the bag and anything the [TS]

  entire thing is just feeling the engineered yeah and I feel like that's [TS]

  unique at that you know that apple and I don't know that own it don't think it [TS]

  would be very difficult for other companies to to replicate all right June [TS]

  wdc yes i would say the clunker of the bunch what I think that was a three-fold [TS]

  announcement fundamentally iOS 9 mac OS 10.2 11 I was ten 10 points11 el [TS]

  Capitano and Apple music and I think Apple music has got to be considered the [TS]

  conqueror of the bunch [TS]

  yeah it was interesting because the first half it was all the end and I [TS]

  think watch us to I think we saw that for the first time there but that was [TS]

  all very engineering focused and Craig federighi did his talk and I think Kevin [TS]

  Lynch did the watch stuff it was definitely i forget and then he wasn't [TS]

  probably abrupt change in tone when Eddy Cue and then Jimmy Iovine and then Drake [TS]

  came out on stage almost like a separate event that had been somehow stuck [TS]

  together [TS]

  yeah it in its funny to me or interesting because again treating all [TS]

  of these things not as well that they don't get it's easy to say that to try [TS]

  to treat the actual shipping products the things you buy the actual iphone in [TS]

  your hand the actual watch on your wrist as the only things that matter because [TS]

  that's ultimately the most important thing but i find it instructive and it [TS]

  usually pays off to treat everything from the actual like the events to the [TS]

  packaging to the ads to you know to all of it as looking for signs of you know [TS]

  is this is polished incoherent as it could be i think it's interesting again [TS]

  you can't prove the correlation but it's interesting that the announcement event [TS]

  of Apple music at WWDC keynote was sloppy and the actual shipping Apple [TS]

  music when it first came out was sloppy and not only thing we care would like a [TS]

  sort of like a job reference ID i think what i think under steve jobs like he [TS]

  ran that show and almost everything that went on during that show was carefully [TS]

  scrutinize and I think Tim Cook let people run their divisions more than [TS]

  then steve jobs that maybe it's because apple so big now he has to as well and [TS]

  they almost run like little little companies especially iTunes which has [TS]

  its own marketing its own events its own developers that it basically is a phone [TS]

  company and when you see these things I I I don't know how much like to someone [TS]

  like Tim Cook would play the Steve Jobs role of saying no you have to come out [TS]

  and you have to say this and I'm handling this and you're doing this and [TS]

  it is more of a it is more open to each of the of the SVP to do their own thing [TS]

  and at the same time some people just love the traditional steve jobs keynote [TS]

  it's super polished there's some jokes but it's it's super on . it's it's clear [TS]

  it's concise and then Craig federighi gets last for making jokes the next year [TS]

  we get more jokes and then you know that they start talking about Eddie doing [TS]

  karaoke and suddenly areas where a you know he's doing a little bit of dancing [TS]

  and I think that they're trying to feel their way [TS]

  to being a kind ler friend kinder friendlier presentation but they don't [TS]

  know where that line is yet [TS]

  yeah and I feel like that that keynote in particular I think without question [TS]

  this year's WWDC keynote was the worst event Apple the worst keynote you know [TS]

  not just call it an official cannot i would say keynote to include you know [TS]

  product and introductions like September's at you no iPhone [TS]

  introduction [TS]

  it's the worst keynote that they've had since since Steve . or baby the worst [TS]

  one I ever had you know in the modern era because none of the ones with Steve [TS]

  were bad you feel that the whole way through or just because of the Apple [TS]

  music segment i would say just because of the Apple music segment but the fact [TS]

  that it ran so long even if the Apple music segment had been coherent and [TS]

  well-thought-out I think the fact that they blew so far past two hours was a [TS]

  problem and and I say this not just for the petty reason that i really had to go [TS]

  to the bathroom by the end of it and I was in the audience and just the fact [TS]

  that you did you know it's a long time to just sit [TS]

  I think like that the unofficial rule that they should be two hours at the [TS]

  most is good and I think it always pays out plays out when you see other [TS]

  companies that have long events that go too long people it when it ends you [TS]

  don't want the media who are giving every most people out in the world their [TS]

  their impression of it comes not firsthand because there's only you know [TS]

  even a big place like wwc there's only four thousand seats and most of them are [TS]

  you know conference attendees it you don't want the first impression to be [TS]

  from media people saying that was too long but the other thing that usually [TS]

  can see from other companies and that with steve jobs there you never never [TS]

  happen is you see the internal politics playing out on stage in the fighting [TS]

  over you know that stage time is is political capital within the company and [TS]

  whether it's good for the company or not that x number of people come out and get [TS]

  X number of minutes for their thing they're all fighting for it because [TS]

  they're fighting for their personal stature [TS]

  or they're fighting for their products stature within the company as opposed to [TS]

  what is the best thing for the company as a whole you know and i think apple [TS]

  has you know this year as well as any other year there there are with Apple [TS]

  there are always products that in and of themselves might be worth time in a [TS]

  product introduction or keynote if there's a keynote coming up but get cut [TS]

  because there are so many other other things that are more worth it for them [TS]

  if they're only going to go for 90 minutes [TS]

  yeah absolutely i believe stuff was cut from this keynote my understanding is [TS]

  they wanted to get it down to two hours but especially the Apple music segment [TS]

  it it didn't even sound like a stay on script which is something else that you [TS]

  don't you don't see in previous keynotes yeah yeah like and you know like Drake's [TS]

  like inexplicable like what to help you know what was that I could just remember [TS]

  going back to my notes and it was like my notes are like drake and then it's [TS]

  like nothing and some people who aren't us who were very young and very hip love [TS]

  the drake was onstage but I i think when you look at it overall in terms of an [TS]

  apple event it it doesn't become part of the case of all right usually in a good [TS]

  one [TS]

  it's it doesn't matter whether the person if it's very state of it some [TS]

  kind of famous celebrity or something like that there still is a there's you [TS]

  can see whether you agree with it or not whether it worked for you personally you [TS]

  can understand what the point was that that person was supposed to get across [TS]

  if you could cut it and it doesn't affect the event you should cut it it [TS]

  means likewise like Tim Cook segue into baseball which was interesting but like [TS]

  you could have cut that entire were going to give them all iphone stuff and [TS]

  ipad stuff out of the keynote it would not have changed the event at all [TS]

  yeah but I can see why they put that in though it was it was a way of [TS]

  emphasizing with third-party prove that the the anecdote was that a [TS]

  forget what team it was it was the Royals or who but somebody a major [TS]

  league baseball had hit like a a career like 303 or home run and it landed in [TS]

  their own teams bullpen where the relief pitchers warm-up over the homerun fence [TS]

  so the relief pitchers on the team were in possession of this ball which the [TS]

  player obviously wanted to have so they the the relief pitchers put together a [TS]

  list of here's what we want you to buy us and we'll give you the ball and like [TS]

  everything everything on the list [TS]

  yes was an apple product and a 50-50 get one barrel of lube and yeah it was great [TS]

  but a tattoo and almost two-and-a-half our keynote I think again you start [TS]

  cutting anything you can [TS]

  well they showed it but they also photoshopped out the 50 gallon bloom [TS]

  which I understand why they did because you know i i'd understand that they kind [TS]

  of want to keep these things g-rated if not PG and in the 50 gallon Valley blue [TS]

  maybe makes it a little bit more BGC 13 but God was that funny like they kind of [TS]

  took out the funniest part i agree i dunno i know you're talking about that [TS]

  if it's already going over two hours even that you take out what did you know [TS]

  how much do they need to brag about that [TS]

  yeah I found it worrisome now I do I honestly feel like I kind of feel like [TS]

  the most worrisome thing as an apple watcher of the year was not any any [TS]

  product in particular but the WWDC keynote as a whole just and that [TS]

  anything only Tim Cook can can take control of it and unless he wants to [TS]

  take control of that I don't think we'll see that change like its it was one of [TS]

  the unique things about Steve Jobs and it wasn't the most important thing it [TS]

  was just the most the thing that we on the outside got to see was that he had [TS]

  an innate and uncanny talent as a showman that he was a good gig he those [TS]

  key notes were all entirely in his head and of course they've always been broken [TS]

  up into segments because that's how you do it but that he had this ability like [TS]

  from you know [TS]

  c2 watching you know Phil Schiller come out and do the introduction for the new [TS]

  macbook or powerbook or whatever was going back in time and then this and [TS]

  that he could just closed his eyes and just see how this whole thing would play [TS]

  out and feel as a 90-minute show and could figure out things like you know [TS]

  what let's not introduce this at the end as one more thing [TS]

  let's move it up front and blow people away right out of the gate you know and [TS]

  could just see how that would play you know in New which you know i think you [TS]

  know it out some of its arbitrary and you can quibble with it but that he you [TS]

  know like a film director could just sort of feel how you know whether these [TS]

  scenes are good in and of themselves what are they combined to as a whole is [TS]

  a show and there was 10 and combine the showmanship with the absolute [TS]

  unquestioned authority of I don't care who you are i don't care if you're you [TS]

  know senior vice president of whatever this thing that you want to get you know [TS]

  that we we've been rehearsing for two weeks and you you know want that stage [TS]

  time to do if i decide the night before the keynote that whole thing is cut [TS]

  because it just doesn't play right that's it you know there's Intel you [TS]

  know tough lock and I kind of feel like I kind of just feel like that whole [TS]

  Apple I don't know I just feel like that whole Apple music intro was that nobody [TS]

  was there with the authority to say you know what Eddie this just isn't this [TS]

  isn't ready [TS]

  there's very few things that a lot of people say this wouldn't happen if steve [TS]

  jobs around and usually that they haven't they have no idea what Steve [TS]

  Jobs would have decided any moment or not but this one of those few things [TS]

  where you can look back at the long history of Apple keynotes and see that [TS]

  he had a rhythm and a paste and a delivery and a concept for these things [TS]

  that you know was just beyond anyone else in the industry and we're not we're [TS]

  not getting that anymore [TS]

  yeah yeah I really uh I've hesitate to ever pull that play that card but i [TS]

  would say that that keynote and the Apple music music segment in particular [TS]

  that's one of the few where I would say that wouldn't happen if she was still [TS]

  around [TS]

  it was one of its one of the few things where you can do it because he was there [TS]

  was no one in two [TS]

  mediating steve jobs in you he was on stage and he was talking to the audience [TS]

  it was incredibly direct so it's not behind the scenes and who was in charge [TS]

  of this and who did that it was Steve Jobs talking to us and I think that's an [TS]

  easy thing to talk about right and I've heard it from you know you know people [TS]

  who work at Apple you know that that Steve was the guy you know that he [TS]

  didn't just show up and it wasn't somebody else organizing the show he [TS]

  really wasn't putting the show together and I've also heard it from you know [TS]

  like people who worked at third party companies but who were getting you [TS]

  nowhere invited by Apple to you know come on stage as you know you you know [TS]

  you might and it's funny they always it's always exactly the same which is [TS]

  that they get invited to come out that go into sequester like you're pretty [TS]

  much like locked into like a a very nice prison and you rehearse and rehearse and [TS]

  rehearse and you have no idea whether you're actually going to be in the [TS]

  keynote until you know like the night before and even and you you know it [TS]

  might be you're in you're out and their events team is absolutely spectacular [TS]

  and they do a fantastic job but they they don't control who's up onstage for [TS]

  how long are saying what that's become the executive in charge of that thing [TS]

  it's no longer to steve jobs right and I do kind of feel bottom line is that it's [TS]

  sort of effectively a committee now and it might be a small committee you know [TS]

  Schiller Eddy Cue surely tim cook you know I think I wouldn't underestimate [TS]

  even though he's not on stage personally I wouldn't underestimate jony ive's [TS]

  influence on these things and then on the events you know the fact that he [TS]

  does his and pre-recorded films is doesn't make him less involved i think [TS]

  in the structure of the event and even those videos used to have faces and in [TS]

  these two have several people like can reach out sometimes appear in them [TS]

  definitely Bob Mansfield in previous years and this year was just voiceover [TS]

  yeah it was just Johnny I've yeah more cinematic less less documentary style [TS]

  and more i don't know like product like more advertising style and your point [TS]

  about Apple music being sloppy product the thing to me is when they made that [TS]

  announcement in genuine genuine said one [TS]

  single thought around music and you start thinking about that from an [TS]

  interface perspective and how many masters that has to that has to save all [TS]

  like have to serve all the traditional people like Jim downloadable have 40,000 [TS]

  songs on their hard drive has to serve at people who only want to stream music [TS]

  they had a social network built into their so it has to be accessible and you [TS]

  put that in a separate app no one is ever going to open it by itself and it [TS]

  creates almost an impossible problem to be solved [TS]

  can I tell you a funny story about jr. yeah I find absolutely this is [TS]

  absolutely positively unverifiable because this is like the fourth hand [TS]

  maybe like a fourth hand story but in terms of the gist of the story is that [TS]

  Jimmy vine is it from people who've had to deal with him within Apple is I [TS]

  rolling and that at one point when they were talking about what to do with Apple [TS]

  music he had tossed out in a meeting the idea that what if we just what if we get [TS]

  rid of apps and when you just turn on your iPhone there's your music okay for [TS]

  like wouldn't it just be that just be like what the ipod was and he was like [TS]

  no no it's still your phone and your on that you know you have the internet but [TS]

  you have to worry about apps you just turn on your phone and there's your [TS]

  music screaming Taylor Swift of anything on your phone [TS]

  I don't know if that's true or not I did not hear that from anybody at apple i [TS]

  heard that from somebody who worked up a long time ago and still has friends at [TS]

  apple with that means the kind of stories where you know someone whose job [TS]

  it is isn't to implement like isn't implement things on it on the atom with [TS]

  a bit or the pixel level will just throw those kinds of things out [TS]

  turn on your phone and there's your music . year [TS]

  what was the event that Jimmy ovine came out and it was was that the that the WBC [TS]

  keynote [TS]

  yeah well he definitely not doing the WBC keynote and and where he said [TS]

  something that seemed like a reference what was it was like a reference back to [TS]

  like a classic apple moment and people applauded but he didn't get it [TS]

  and he got confused and like turned around and looked at the slide [TS]

  I don't call oh I forget I forget the exact details of it but it was like it [TS]

  probably wasn't one more thing but I can imagine that he was like if he had said [TS]

  one more thing and everybody like kind of clapton applauded and he didn't even [TS]

  get that was something that people who followed apple for a long time would get [TS]

  and so he thought maybe something had gone wrong with the slides and something [TS]

  a glitch was on the slide behind them and that's why people were laughing to [TS]

  him and explicable and so he got like he paused and like turned around and looked [TS]

  at to slide but slide was right and then that only served to discombobulate them [TS]

  even further because now he now we had no idea why people were laughing and it [TS]

  was very very awkward it's always been hard to acculturate people into apple [TS]

  it's especially hard when you're getting this many new people but when these ppl [TS]

  community executive levels it's almost impossible so you have someone who's [TS]

  used to working in LA and with Hollywood and with recording studios and you get [TS]

  them in a meeting with people who've been making your shiny boxes all their [TS]

  lives it is it's going to be a clash it's from the outside it seems like [TS]

  maybe Angela arms is doing well though I think something this weekend 60 minutes [TS]

  was also a bit of her coming out and I always thought I think we talked about [TS]

  last year that she because she was so vocal in her previous gig that she would [TS]

  be more of a spokesperson for apple and she would talk about retail more but [TS]

  apparently she's been hard at work behind the scenes just melting the [TS]

  online and retail operations and and getting the new store concepts going [TS]

  it sounds like it was funny because a couple weeks ago people someone wrote an [TS]

  article saying where's Angela is why she disappeared and yet people campus like [TS]

  what we see here all the time I understand the article I kind of feel [TS]

  like people there's you know and again I think it fits in with a year in review [TS]

  and talk about these events that that this year there were more women on stage [TS]

  from Apple well I during these events then ever before and that [TS]

  good thing and I don't think it is purely happenstance I think that it's [TS]

  something they're aware of internally I i asked for sure about it onstage on the [TS]

  talk show after WBC absolutely you know they're aware of it but you know it's it [TS]

  has to be it's not like we're going to find a woman to do this it's there have [TS]

  to be the real problem is that wasn't that they didn't put women on stage it [TS]

  said they didn't have women in positions where it was their products doing it [TS]

  right and not so not to make excuses for what Apple is an older company and older [TS]

  companies that they've had established people like fillers been there for a [TS]

  long time Eddie q10 call these people have been there for decades and they are [TS]

  amongst the best in the world when you start up they would have a much [TS]

  different demographic starting out the gate then Applewood right they don't [TS]

  it's not like they hire show people to to present these things on stage at [TS]

  their event the the products and services whatever there is that they're [TS]

  announcing are being presented by the people who are in charge of them and you [TS]

  know the best move Shepherd them through to existence and so the fact that [TS]

  historically women have been under represented on stage at Apple events [TS]

  isn't up doesn't mean that Apple it has a problem picking who gets to go on [TS]

  stage in the event the the problem is that they don't have enough women in [TS]

  positions of authority running teams within the company [TS]

  yeah we're cool with active team specialist right who would therefore be [TS]

  the person to come on stage and do it you know and obviously that's changing [TS]

  uh with Apple pay [TS]

  who's that name escapes me at the moment I'm blanking lie to ya that Apple pay [TS]

  and apple news [TS]

  yes both were represented by women etc so ever for the people who are saying [TS]

  where's Angela Ahrendts whether or not going to bring Angela Ahrendts onstage [TS]

  to talk about a new macbook or something like that it's not just well there's a [TS]

  woman on the SVP leadership team [TS]

  therefore they should have her come out and do something it's only going to make [TS]

  sense for her to come on stage when it it there's some kind of retail news that [TS]

  they want to talk about and I think that's inevitable [TS]

  I at some point there's going to be something that you know how [TS]

  and with retail that they're going to want to talk about at one of the events [TS]

  and of course it's going to be her to talk about it [TS]

  yeah retailer fashion and those are the things that Tim Cook used to speak about [TS]

  and unfortunately cut those at the same time the about Angela errands on because [TS]

  tim cook doesn't spend time on stage talking about them anymore either [TS]

  yeah well I don't know about fashion because fashion it would be too i guess [TS]

  i could imagine maybe with the watch that there would be something to do with [TS]

  the watch as a product that its relation to the fashion industry would make sense [TS]

  to have Angela Ahrendts be the person to do it because it's also I think [TS]

  inextricably tied to retail where it's not just apples retail but retail in [TS]

  general and the partnerships that they have with a fashion related retailers [TS]

  that aren't the apple store and it's you and I know because we have a lot of [TS]

  mutual friends that but there are phenomenally talented women engineers at [TS]

  apple and women program managers and designers and developers and did those [TS]

  people don't just don't get to talk [TS]

  that's right whether you know at any male female doesn't matter that's just [TS]

  not the apple doesn't run those type of keynotes were dozens of you know [TS]

  mid-level and get an occasional chris lattner I think that was a huge [TS]

  exception to I don't think anyone like chris lattner never spoken a a keynote [TS]

  be forever as opposed to the the afternoon state of the union [TS]

  yeah which is you know where he's been as spoken before where you would expect [TS]

  it and this year we had the phenomenal woman in charge of clock faces get a [TS]

  tremendous talk at the State of the Union this year and I remember that that [TS]

  was great [TS]

  anyway I did think I did think on 60 minutes I've seen Angela Ahrendts speak [TS]

  before especially know what after when you know when she first got hired [TS]

  announce it and i was researching into it but her stint on the 60 Minutes [TS]

  segment did reiterate you know the boys a remarkably cogent and and thoughtful [TS]

  person ya know and i agree but i do think that it's great that Apple's doing [TS]

  this and it's similar to when Tim Cook came out he said because you know it was [TS]

  just up to me I wouldn't because I'm a private person but it's important to be [TS]

  a role model and I think it's important to have diverse people up on stage and [TS]

  super successful positions and successful companies like Apple to be [TS]

  those those role models and [TS]

  you have to give them opportunity Craig federighi wasn't great his first WC but [TS]

  he's terrific now and jeff williams two events in much better presenter and if [TS]

  you give these opportunities they could be just as phenomenal and it's a super [TS]

  deep bench like you have no great jobs back also phenomenal who didn't get any [TS]

  time I don't think it all on stage this year but you also have you know the [TS]

  woman in charge of of iphone marketing is phenomenal and then there will be [TS]

  opportunities when they get stage time and I'll just make I think the company [TS]

  better for everybody know what else about at WWDC anything else Swift too . [TS]

  oh and I think that's where they announced that was going to open source [TS]

  on that is true it is one answer would go open source by the end of the year [TS]

  and they they did hit that I don't have much to say about that mean I think I [TS]

  kind of covered that last week with yeah a little bit yeah [TS]

  battery talk about stacking the guests deck I don't think we did that we need [TS]

  to cover $OPERAND square Swift on this episode it's just suffice it to say it [TS]

  was pretty big deal and it seems different going very very well yeah [TS]

  content blockers ended up being another thing that enormous amounts of angst and [TS]

  anxiety and stress was built over and again at the end of the year we're [TS]

  hardly mentioning them [TS]

  yeah and doesn't seem you know yeah it doesn't seem to have really changed [TS]

  anything significant I think it's great I I certainly I I enjoy running them and [TS]

  I do think that they make for a noticeable improvement but i don't think [TS]

  that they've bankrupted any more or are even on pace to bankrupt any media [TS]

  properties and kind of sad about sex i thought that was one of because the [TS]

  industry is just it's horrible in transition and that was one of the few [TS]

  things that could scare it out of its complacency and I don't think it's not [TS]

  good enough job scaring them to their autumn dollars yet [TS]

  yeah I feel like there was more talk about that when they were when it was [TS]

  first come out and and you're actually break before they came out really when [TS]

  people thought you know good god you know a week from now seventy percent of [TS]

  our mobile is going to disappear yes but in hindsight you know you know [TS]

  didn't get there to wear that the appstore charts were dominated by yeah [TS]

  content blockers and then not so much [TS]

  yeah I'm hopefully actually little spike again [TS]

  so what about the summer anything over the summer I don't think so [TS]

  there was some interesting stuff like that out of nowhere and ipod touch 6 [TS]

  likely campus modern ipod touch [TS]

  oh that is true that was like July right yeah the middle of July didn't really do [TS]

  mean it was exact same design it did have a modern and a7 processor so it is [TS]

  64-bit and that was about all that came with it there's a new ipod colors as [TS]

  well but the ipod line didn't change at all no do you think that the you think [TS]

  that this might be it for the ipod touch i think it's going i think the pressure [TS]

  from the iphones being more and more available and affordable and the ipod [TS]

  mini ipad mini being as popular as it is kind of squeezes out the ipod touch in [TS]

  many ways it's still the cheapest absolute cheapest way to get to the app [TS]

  store but i think the app store now is a proven value and people are willing to [TS]

  pay a little more to get into in order to get more functionality from it i was [TS]

  surprised by I think I've seen this from a few other places too but like like [TS]

  when I think it was united or one of these airlines was like we're gonna buy [TS]

  10,000 iphones and give them to all of our gate agents and flight attendants [TS]

  and etc that they weren't ipod touches that it seems to me like it would make [TS]

  more sense for that to be an ipod touch lower price you know let's presume that [TS]

  there's some kind of workable you know Wi-Fi in the airport that they can use [TS]

  that they wouldn't need to be a full why would you spend the extra money hundreds [TS]

  of extra dollars per unit for the phone when it doesn't really make sense for [TS]

  them to be fun if they're just using him for that but that's what they're using [TS]

  the phone and it's probably a greater dynamic where you have sort of existing [TS]

  carrier relationships with enterprise you know companies and their buying them [TS]

  in the thousands and you know people are still wondering why they're 16 gigabyte [TS]

  iphone so that's one of the big reasons isn't [TS]

  additional buyers say that it's almost like those they just moved from [TS]

  blackberry to iphone reward to something else [TS]

  mm but it wasn't a don't know to me it was sort of like web portals all they do [TS]

  is access web portals or business to be a b2b app so that they need almost [TS]

  nothing but a web connection now we're just it's just her name just popped into [TS]

  my head [TS]

  jennifer bailey yes it was killing me [TS]

  jennifer bailey is the Apple executive who runs Apple pay under any Q yeah [TS]

  everything else in this town called much other stuff i think yeah she was the one [TS]

  about age at least now i think that there was a minor stuff like Apple [TS]

  killed 121 but very little else happen until the monstrous event in September [TS]

  right so before we get to that let's let's thank our next sponsor and it's [TS]

  our good friends at hello [TS]

  hu LLO hello makes pillows literally I mean that this is the product that that [TS]

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  have you ever tried a buckwheat hol hol pillow [TS]

  this is a style of pillow that has been popular for centuries throughout Asia [TS]

  it's the best way to describe it is that it's sort of like a bean bag pillow you [TS]

  can feel them they're almost like they feel like maybe like small coffee beans [TS]

  inside the pillow definitely if you pick one up and shake it you can hear it it [TS]

  feels like something full of beans but they're not really being there there [TS]

  buckwheat holes [TS]

  why would you want to do this it sounds crazy especially if all you've ever done [TS]

  is sleep on a traditional feather style or you know artificial or real feather [TS]

  whatever but there's that similar sort of puffy type pillow a buckwheat whole [TS]

  pillow conforms to your body and provides cool comfortable support air [TS]

  breathes through it in a way that it can't it flows freely through this in a [TS]

  way that keeps you cool all night long you don't get sweaty your head doesn't [TS]

  get hot on the pillow it's super easy to adjust you buy one of these things and [TS]

  you if if you think it's too thick out-of-the-box all you do is just unzip [TS]

  it and remove some of the holes at any time [TS]

  it's it's really really really subtly cleans just [TS]

  just a bunch of these beans that you take out so you can adjust it at any [TS]

  time [TS]

  very very easy it's made in the USA with quality construction and materials I've [TS]

  had 1i think for over a year now [TS]

  my wife and I both have them and it definitely is different [TS]

  definitely is not like it's a different style of pillow but once we got used to [TS]

  it didn't take long [TS]

  it really does i like it a lot i really do it's pretty strong and durable twill [TS]

  cotton case as a high-quality dunlap hidden zipper and the buckwheat whole [TS]

  Phil is grown and milled in North Dakota right here in United States it's an [TS]

  environmentally-friendly an organic product no chemical based phones and or [TS]

  feathers or anything like that in there just one hundred percent unbleached [TS]

  certified cotton on the outside and these buckwheat holes on the inside so [TS]

  they have different sizes starting small as 50 bucks standard-sized $79 king-size [TS]

  a hundred twenty-nine dollars you can save money tho by buying more than one [TS]

  and they have a special URL just for listeners of the show its hollow pillow [TS]

  hu LLO eill owt calm / talk show and last but not least one percent of all of [TS]

  their company profits are contributed to the Nature Conservancy so if you're in [TS]

  the market for a new pillow give them a shot give a low pillow shot really [TS]

  really interesting very different and hello pillow . com / talk show know that [TS]

  that's that's the URL [TS]

  alright September yeah [TS]

  boy I had this actually maybe we should have started with this because it's it [TS]

  was a bigger well the only did one fall event this year they put everything into [TS]

  it [TS]

  yeah i-i-i in hindsight you know I feel like that's probably smart and I feel [TS]

  like the other thing too is to go circle back to what I said about WBC I feel [TS]

  like they clarified the messaging and the coherency of the event significantly [TS]

  I i can't help but suspect that internally they they recognize that the [TS]

  WWDC keynote was not up to their own standards and the September event might [TS]

  have been even extra sharp because of it [TS]

  yeah it was for everything that they covered and they it was so big they [TS]

  didn't have time to cover OS 10 or the mac be managed to get it done in i think [TS]

  for well-put-together segments and I mean and you know it's if we're going to [TS]

  look back at the year I mean you know it's easily the biggest mistake i [TS]

  published on daring fireball was the night before the event predicting that [TS]

  there's no way they're going to have only one event for the for the fall [TS]

  well they had it again before he'd been iphone and ipod or something else in [TS]

  September and then mac and ipad in October ya thang two years or three [TS]

  years before that but this year they had no no new mac that the 4k imac but they [TS]

  sort of showed that already with the Firecat 5k I'm a clear before I well I [TS]

  think if they want to do that could have I think the easiest way that they could [TS]

  have done it would be to hold the ipad pro for october and it have a separate [TS]

  event just for the ipad pro and then fill out the event demo el Capitano on [TS]

  and boom there you go there's a little smaller event october and it wasn't [TS]

  ready to ship anyway so it wouldn't have even delayed the shipping of the ipad [TS]

  pro okay we wanted to get El Cap out earlier this year I think it was shipped [TS]

  on September 30th which would have pulled it out of that event [TS]

  yeah but it wouldn't it would have been fine if they would in held el capitan it [TS]

  wouldn't have you know if they wanted to I think it's just that they didn't want [TS]

  to but there you know it wasn't just my argument that i don't think they're [TS]

  going to have just one event wasn't just that they have [TS]

  have had two events for years it was that if they only have one event there's [TS]

  no way they're going to cover all this stuff again and some of these things are [TS]

  gonna have to be cut and so I was right about that that that some of these [TS]

  things have to be cut and they would go through the fall without even even read [TS]

  em allowing the tentpole features of el capitan onstage I was just wrong that [TS]

  they would might be willing to do that but I had a real estate in the sidebar [TS]

  of the email and the slide mistake right that this is how little time l cap got [TS]

  on that event that when they announced the shipping date it was a screenshot of [TS]

  I think it was the for the ipad pro right yeah it was the mail app and if i [TS]

  see myself from feeling like Phil yeah like philly I was like an email from [TS]

  phil schiller dat to federal years somebody saying like yeah I'll cap ship [TS]

  date will be September 30th top secret don't tell anyone and it was just in the [TS]

  screenshot the mail climate and then very quickly got to get that up on [TS]

  apple.com otherwise would have been pandemonium with everyone calling to see [TS]

  if that was serious or not [TS]

  all right was it a joker was it not we SAT together for that one right [TS]

  we have me and you and Clayton Morris right yes I sundari I remember when that [TS]

  came up and we like like we're whispering with each other like was that [TS]

  real dicey that do you think that's different that's what they mean [TS]

  yeah it was I mean it started off with jeff williams in the watch and it it's [TS]

  interesting because they showed off new watch bands that you know Johnny I've [TS]

  had shown off i think enough at a Paris Show Fashion Show earlier in the year [TS]

  and then they announced Apple watch her mez as I guess the the first real [TS]

  example of Apple partnering with a fashion shop now you know outside of [TS]

  their own which is super interesting to me [TS]

  yeah i think so too it makes me wonder wonder about you know future things like [TS]

  the car and stuff like that and you will there be and you know again wouldn't it [TS]

  would be interesting [TS]

  even if it wasn't like to partner with an existing car company but again like [TS]

  maybe to partner with Hermes and I have like a car come out with her mez design [TS]

  interior or something like that [TS]

  yeah i mean again they're going to want to have products that are introductory [TS]

  they get people in the door they're going to have the the product that most [TS]

  people end up buying which is usually the middle-of-the-road product they're [TS]

  going to want to have premium products people who want the absolute best and [TS]

  when you get to things like cars and watches with the absolute best [TS]

  it isn't just about speeds and feeds when that the internet I wondered [TS]

  adjusted this is never really occurred to me before but in the way that they [TS]

  for things like the car they have to be thinking in the scope of a decade right [TS]

  that this thing got started at least three four five years ago maybe even [TS]

  more and is probably at least three four five years away from coming to market [TS]

  that this is something that they've had to think in a decade-long window for and [TS]

  in terms of what you and I talked about you know earlier in the show about what [TS]

  was the point of the gold apple watch edition models and going through all [TS]

  this and selling these things that these high prices for something that was going [TS]

  to sell in such low quantities [TS]

  I wonder if part of it isn't getting you know rehearsing sort of going through [TS]

  the bifurcated levels of product based on significantly different orders of [TS]

  magnitude different prices and partnering with companies and and [TS]

  creating truly luxurious materials using truly luxurious materials to separate [TS]

  these segments not so much for the watch itself but for the eventual car because [TS]

  in car that's it's going to be significantly more money and way more [TS]

  important that there are maybe maybe who knows maybe the car will come out and [TS]

  there's one model and it's you know $25,000 and that's it but somehow I [TS]

  don't think so [TS]

  no absolutely and that's why I think segmentation again was so important for [TS]

  Apple this year because as you get into as you become a certain size your your [TS]

  growth becomes limited you have to start segmenting and as you get into other [TS]

  product lines you can't just assume that they work the same way that your [TS]

  existing product lines do apples been very candid about avoiding the pitfalls [TS]

  that I've had a lot of other technology companies and [TS]

  part of the reason is that they sort of think through these things they pick [TS]

  something they focus on it and the experiment in in a myriad of different [TS]

  ways including a lot of prototyping but also a lot of things like maybe like [TS]

  doing Apple watch her master edition or things like that so that when they get [TS]

  into things like watches and things like cars they're not presenting on the way [TS]

  they present you an ipod shuffle they're presenting within the context of that [TS]

  product [TS]

  yeah i did think I do think it was interesting to that by September you [TS]

  just mentioned you mentioned is a minute or two ago that just it was a year after [TS]

  Apple watch wasn't initially unveiled but it was really just made in july [TS]

  august five months after actually hit market where they had all new bands and [TS]

  straps and and didn't just add new bands and straps but actually replace some of [TS]

  the earlier colors that some of the pastels colored sport bands with to my [TS]

  eyes up a much more attractive overall lineup of colors and watch us to Egypt [TS]

  five months after watch os1 which is very fast Union apples usual product [TS]

  rollouts yeah I i I'm I'm more intrigued by the hardware differences in the bands [TS]

  then then the OS because I kind of feel like watching us to calling it a [TS]

  two-point Oh was it is a little marketing II you know it's really sort [TS]

  of it was to me closer to here's the watch is we really wanted to ship [TS]

  originally absolutely it was around it filled in all the little gaps that we're [TS]

  obviously missing from the first one right and there's a big difference [TS]

  obviously with the native apps you know third-party native apps being able to [TS]

  run right on a watch as opposed to just being projected on the watch from your [TS]

  phone like like the original watchkit apps but other than that it's really [TS]

  hard to . anything and watch us to point out that was really a two-point future [TS]

  yeah it's interesting that it was decoupling they've sort of the couple [TS]

  that they didn't you didn't have to wait for a new watch to get watch osu . they [TS]

  were going to use that sort of marketing lingo with mid mid cycle almost yeah it [TS]

  just shows that the walk is a very rare [TS]

  feeding the watch is a very different sort of product and they have the phones [TS]

  previously yeah I almost feel like again part of it is that they've gone through [TS]

  the iphone to iphone 3g transition within the first year as opposed to [TS]

  waiting an entire year for it [TS]

  yeah um what was the other 200 and and the fact that so many I mean it's not [TS]

  even you don't even have to conjecture it's not like speculation or rumor that [TS]

  some of the features a lot of the features and i watch os/2 were [TS]

  originally meant for watching us one because they showed them a year ago you [TS]

  know it the original watch event things like like the additional watch faces [TS]

  like the hay pick-your-own choose your own photo from your photo library and [TS]

  have that as your watch face they showed that in 2014 and it wasn't there when it [TS]

  shipped and in 2015 and some of the faces had the time-travel already in [TS]

  them you think all the stuff that we saw it was just logical completions of the [TS]

  things that have been set up the first version right [TS]

  it almost you know that the fact that time travel wasn't there originally [TS]

  almost it defeated the existence of the the crown [TS]

  yes that the crown was meant to be there for that sort of you know here we want [TS]

  to see where you're going to be later in the afternoon just look at your watch [TS]

  and spin-spin the crown and the earlier . me just you they were not capable of [TS]

  getting it ready in that . should have waited until September to release that [TS]

  no it was nice to get out early and they can add those things that are going [TS]

  yeah and the other thing that I i want to talk about on that is the the rumors [TS]

  and I don't doubt them but that optimistically they had hoped to ship [TS]

  the watch a year ago you know by the end of $MONTH 2014 and you know maybe you [TS]

  just need to have a goal like that to get it so that it does ship in early [TS]

  $MONTH 2015 but I feel like for these new products where they have these you [TS]

  know we just compare the pencil which is a less of it at least at this point you [TS]

  know clearly not as big a deal as the watch but the fact that here we are [TS]

  going into the holidays and somebody who at December 14th was like who I know I I [TS]

  want to get one more present for my significant other [TS]

  get an apple pencil I couldn't do it in time but with the watch you could [TS]

  because the watch got those kinks out of the operational in the manufacturing [TS]

  system in the first half of the year rather than unveiling in the in the [TS]

  fourth quarter [TS]

  absolutely so it's worse for Apple because they lose the sales on those [TS]

  keyboards and on those pencils that just aren't in aren't on the shelves [TS]

  yeah you can't I that's I I'd I just feel like that's so much easier to sell [TS]

  well what the hell I'll just get the pencil and the the expensive smart [TS]

  keyboard while I'm buying this 11 hundred dollar ipad then later on [TS]

  there's no doubt in my mind that they if they had full availability on those they [TS]

  would have sold more of them than they will because some number of people who [TS]

  did buy the ipad pro and when they bought it wanted to buy the pencil maybe [TS]

  we'll never get back around to buying even when we've all heard stories about [TS]

  the original I like the you know the Golden Path on the original iphone the [TS]

  Steve Jobs demonstrated in 2007 how you had to stick to it with the entire thing [TS]

  was just collapsed on stage I getting those first products that is extremely [TS]

  hard and you who knows what the internal dates are for these things but they get [TS]

  the medicine as they can [TS]

  it was like you had to live something to the effect of like he had the demo [TS]

  safari and load the New York Times webpage first and then go to mail and if [TS]

  he had gone to mail first and then tried to load safari like it would have been [TS]

  enough ram and it wouldn't ya for web page wouldn't load it or something like [TS]

  you know to that effect you had to do everyone else thinks enter an order and [TS]

  a lot of stuff comes in hot now and whether that's because they're doing too [TS]

  much more because they're on certain schedules it's hard to say but they do [TS]

  run absolutely as fast as they can get the stuff that what else was in [TS]

  September so there is apple TV 2 apple TV yeah ipad pro the pencil happen if he [TS]

  was really strange for me because the apple TV they they haven't shipped one [TS]

  previously since 2000-2012 March 2012 and they'd worked on a bunch of [TS]

  different it worked on set-top boxes on like recording boss I think just the [TS]

  whole different the strategy for that Apple TV just kept changing and maybe [TS]

  just didn't ship anything and finally they sort of settled on this box which [TS]

  is all i ever wanted from them which is a better apple TV [TS]

  that ran apps but because it took him so long to settle on it that product [TS]

  hostile game and hot and didn't have things like you know series for Apple [TS]

  music didn't have finished version of the apps on it didn't even get the [TS]

  podcast app out so that to me was like almost like a very strange maybe the [TS]

  strain just released for apple in a long time [TS]

  yeah especially given all of the tomb I'd you know me at least it's a really [TS]

  strong rumors that it was heading into the WTC that it was going to be [TS]

  announced then and of course you know we just said how long WWDC was yeah you [TS]

  know there wasn't room for it but if there was any sort of thought in [TS]

  anybody's head that well maybe Apple TV just got cut from WWDC just because of [TS]

  time I i think the fact that it was hard for them to get it out by the end of [TS]

  $MONTH 2015 as it was shows that no it just wasn't ready at the time and again [TS]

  spectacular team super smart people working on it but i don't think a clear [TS]

  product direction was that for it early enough in the development cycle [TS]

  yeah i'm liking mine a lot i really like it [TS]

  I i like my old apple TV and most of the time on that i'm watching TV is spent [TS]

  using apple TV you know like advice but I find that you know as it settles in [TS]

  and now it it doesn't feel like the new apple TV 2 me anymore it feels just like [TS]

  this is apple TV i really like it a lot [TS]

  I feel like there's still some fine-tuning to be done on the touchpad [TS]

  sensitivity but it's you know I like it a lot i really really do and I got the [TS]

  cable cord several years ago and it's the only thing that's connected to my TV [TS]

  now and i watched it almost all day every day and my favorite thing about it [TS]

  is that a lot of it can be updated server-side select the TV app shifted it [TS]

  really wasn't finished didn't do everything that the original TV update [TS]

  but over time you can see it like they used to not use to sort the order of the [TS]

  shows based on what you purchased even if it was an old show that would never [TS]

  be updated it would sit on top and you episodes are coming into other shows you [TS]

  wouldn't be able to find them and now they fixed all that so kind of sorts [TS]

  based on recent episodes and they've added the series for Apple music and [TS]

  they're they're fixing a lot of it as it goes and it probably had its the best [TS]

  example [TS]

  no it's also an iOS but it's the best example of my favorite feature this year [TS]

  which is last year or the year before it was extensibility and this year is the [TS]

  on-demand resources where they got this whole philosophy now of all the stuff [TS]

  you use all the time [TS]

  frequently and all the new stuff is going to be right there available on the [TS]

  flash chip superfast and the stuff you don't use we're going to keep up on the [TS]

  cloud and bring it down to you when you need it so effectively you have this [TS]

  your server side cloud worth of all this content but it doesn't slow down your [TS]

  machine when you're using it not like my ps3 which I think 24 hours of updates [TS]

  every time I turned it on I i wonder how well games are doing it certain the app [TS]

  store for apple TV is I would call it vibrant and every time I take a look at [TS]

  it there's definitely new stuff and so there's they absolutely have activity on [TS]

  it but our people actually using them i would say i have to say just to compare [TS]

  and contrast i would say with the watch [TS]

  they absolutely got developers to develop for it but i don't think many [TS]

  people are using third-party apps on our watch with much frequency not agree [TS]

  it just isn't a great platform for that yet it's too slow and it's too limited [TS]

  arguably maybe it won't be the same kind of a platform that the phone is right [TS]

  when they figure it out that might they may well be and it doesn't necessarily [TS]

  mean that the watch itself as a long-term device isn't useful or [TS]

  successful it just may mean that apps aren't a big part of that with apple TV [TS]

  i think the potential is clearly there you know for gaming and and whatever [TS]

  else but it's hard to tell i don't know i don't know how to gauge that from from [TS]

  our perspective there's some hard stuff they're like they don't include a [TS]

  bundled gamepad in it you have to get a third-party gamepad and because of that [TS]

  they changed their minds on whether you had to support with you could just offer [TS]

  exclusive gamepad games originally you could but then they said no you also [TS]

  have to support the Syrian remote which like some gaming compromises and it's [TS]

  fantastic I think odr is a lot of things don't support it yet like i don't know [TS]

  if unity or unreal supportive which means people can't just take their [TS]

  existing games and dump them on apple TV there's a lot of work involved in [TS]

  getting them to do that sort of quick staging for the download and [TS]

  downloading additional resources odr meaning the on demand demand resources [TS]

  yeah I apologize out yet so it's just a way of staging absolute through the idea [TS]

  of RDR is that you never want someone on their TV to hit a button and say storage [TS]

  is full please delete something that's a horrible experience on a console so you [TS]

  wanted to intelligently manage all that stuff but the drawback is it has to [TS]

  download a really small file in the beginning to see how much space there is [TS]

  and how much else that has to pull down and that means that the developer side [TS]

  they have to go through and part and slice up their app essentially so it can [TS]

  deliver itself in chunks and that's new it's not just taking your existing game [TS]

  and dumping it on the appletv yeah Jonas just ran into that with the the ps4 we [TS]

  have in a house where he got and it's funny because it was you got a couple of [TS]

  games from family members [TS]

  I you know I outside the family you know I game is mom got him to PlayStation [TS]

  games and got them on disc and I understand like as a gift why that's [TS]

  better you know that it's an actual thing you can unwrap and there's a [TS]

  tangible miss to it but i was thinking in the back of my head that's sort of a [TS]

  pain in the ass like I kind of you know I'm kind of although I'm kind of done [TS]

  with putting discs in the machines to watch movies or play games this and he [TS]

  was happy about it and I was like why why because well that you know the [TS]

  PlayStation is getting full and and in fact when he went to play the one he [TS]

  actually for the first time ran into even though the game was given to him on [TS]

  disk it actually generated you've gotta make room on your Playstation because it [TS]

  didn't even have enough space to download the patches for the game on [TS]

  disk and it wasn't a huge issue i mean we just you know figured out the it just [TS]

  a handful of games that he hasn't played recently he could get rid of you know [TS]

  once it had downloaded and make plenty of room on the guys like a 400 gigabytes [TS]

  drive didn't take much but like you said it's it's not a good experience [TS]

  yeah and I kind of feel like long-term again you know think about this as we go [TS]

  down the road and like you said like no well maybe some of the you know like [TS]

  unity and some of these big gaming things don't support odr yet [TS]

  it's not that it's not as important that they support it now is that they [TS]

  supported eventually and within two or three years if everybody does Apple dead [TS]

  and you know give Apple TV another two or three years of you know Johnny [TS]

  syringes teams magic and i'm not even making you know I don't want to go down [TS]

  the whole path of what's the point where apple TV is technically competitive with [TS]

  the dedicated gaming consoles or a mac mini for that right but i think you know [TS]

  it's it's now wearing the gap and I think it's the sort of thing where maybe [TS]

  it will never pass it but the gap will continue to get now or an hour and [TS]

  therefore eventually will be good enough [TS]

  whether it's you know how good it is as gaming platform now matters but how good [TS]

  it's going to be over all over the next three four five years is more important [TS]

  and getting odr support eventually within the next year or two could make a [TS]

  big difference you know three or four years from hell [TS]

  it's clearly part of apples long-term strategy because Apple music it's called [TS]

  near line and database parlance it's basically you prioritize frequently [TS]

  accessed in new data over in frequently accessed an older data and they do it [TS]

  for Apple music they do it for iCloud photo library everything that they're [TS]

  they're building towards an entire environment that sort of abstracts away [TS]

  storage so you never have to get that little pop-up saying you're a room it'll [TS]

  just intelligently almost like a fusion drive it'll just intelligently manage [TS]

  your storage back and forth but the compromises in general are super [TS]

  interesting like they went with 10 100 based tea instead of gigabit on the [TS]

  appletv and it sort of why would they do that but then it turns out the gigabit [TS]

  because of the speed it'll spike a CPU and the result and dropped frames on [TS]

  something that's trying to do 60 frames-per-second 1080p video or gaming [TS]

  so they went with a more conservative chipset because the video they're [TS]

  streaming is not that big so they don't need that bandwidth and this gives them [TS]

  a much better control over how much load hits the processor and they didn't go [TS]

  with four cakes 4km it's not a lot of penetration yet and HDR might be coming [TS]

  to four cases so making this box and hit obsessed a lot of people but at the same [TS]

  time they made a lot of sort of smart decisions they way they make with the [TS]

  camera and with other aspects of their products I yeah and I also think that [TS]

  they're designing for [TS]

  the mainstream and a you know let's keep this as simple as possible and the truth [TS]

  is very few people I if I had to guess very few people are hooking their apple [TS]

  TV up to ethernet . it's Wi-Fi all the way [TS]

  yeah and attitude on 11ac is better for that because why I still plug my name [TS]

  because I I just don't trust Wi-Fi connections for anything that I get [TS]

  super annoyed when it stops and buffers or drops a signal or have to reboot the [TS]

  router but for those people attitude 11ac is way more important to have a [TS]

  stable Wi-Fi connection to have a faster ethernet connection because you notice [TS]

  the problems with Wi-Fi much more than you would with ethernet yeah but you're [TS]

  not the typical you know the typical person i mean i don't know i would be an [TS]

  interesting what do you think the percentage of people lots of of all the [TS]

  people who've already bought the new Apple TV what percentage do you think [TS]

  are on Wi-Fi and ethernet i would bet at least ninety-five percent or Wi-Fi you [TS]

  know an apple [TS]

  I think you and I were both talking about this at the event apple has great [TS]

  numbers and all the stuff even if we don't always have them like there's no [TS]

  bluetooth keyboard support but it turns out like two percent of people use [TS]

  bluetooth keyboard and they're all developers right so it is all we're [TS]

  priority list right so we complained ical about it because we had that we [TS]

  knew that when you hook up a new Apple TV you can just take it and you know [TS]

  find a bluetooth keyboard nearby and then you can enter all your passwords [TS]

  conveniently and for the macbook one that we completely forgot to talk about [TS]

  to like the no it's not a lot of ports but almost nobody connects their macbook [TS]

  to an external display it's like four percent of people or something but it's [TS]

  all of us [TS]

  yeah i did forget about the macbook born I did too is just a busy year [TS]

  what was that that was march right yeah at the same event where the apple watch [TS]

  was ya rien research kit yeah well hold the phone on that because i'll tie that [TS]

  into something else and well that's the where we were talking about apple TV [TS]

  yeah I i would say with games i don't know if it's a hit yet or not I kind of [TS]

  feel like they made a mistake by by rejiggering the room [TS]

  on whether you can have a game that demands a controller I I understand why [TS]

  maybe they wouldn't want to like maybe the fear was that although if they [TS]

  allowed that all the games would do it and that would make where I think the [TS]

  problem is that if someone bought it and then found out they required a [TS]

  controller they get upset that was a hard way of telling people you need a [TS]

  controller [TS]

  well that's that's fixable though in software right like that's not a very [TS]

  difficult pro problem to solve because the apple TV itself knows whether a [TS]

  gaming controller has been configured for it [TS]

  yeah I think they were hoping to have that they just did not have that [TS]

  launched it so it it knows you know the system knows whether there is a [TS]

  dedicated gaming controller paired with it yes or not in it if it's not and the [TS]

  app you're trying to buy requires one it's very easy to put up a prompt that [TS]

  says this game requires a gaming controller [TS]

  do you still want to buy this yes or no [TS]

  you know yeah well don't don't put yes or no buttons up but by and cancel [TS]

  don't get me started on yes and no buttons yeah i know i think that's [TS]

  coming i just think they don't they didn't have it in place that they flip [TS]

  the role [TS]

  yeah i guess maybe that might have been why hopefully what my hope is that they [TS]

  changed the rule because it just wasn't ready to support it yet and that they [TS]

  fully plan to allow it and you can see from some of the exceptions they've made [TS]

  that they seem to be leaning in that direction like they do allow you to sell [TS]

  a game that requires a dedicated piece of hardware . like guitar hero is [TS]

  allowed to require you to buy you know the physical guitar hardware and disney [TS]

  infinity is allowed to require the little infinity victory right isn't [TS]

  there invented there is infinity for Apple TV right [TS]

  yes i'm glad i thought either that I'd imagined it [TS]

  so like disney infinity is an ingenious I think an ingenious way to deferred to [TS]

  make money from a game is instead of like in-app purchases like recurring [TS]

  revenue disney infinity like to unlock characters you actually have to buy [TS]

  I the physical character is like a little action figure it's like lego [TS]

  dimensions and that other one he seemed like you forgetting so that's allowed in [TS]

  it but what's not what's not allowed is to require a generic gaming controller . [TS]

  but clearly some games absolutely positively need it [TS]

  yes you know and there's some platformers that have come out i forget [TS]

  the name of the one but there's a platformer for Apple TV it's pretty [TS]

  popular and if you don't have a gaming controller the way their way around it [TS]

  is that the character sort of like just runs automatically and it turns into [TS]

  more like a one-button jump type thing when but the game is clearly meant to be [TS]

  played like a regular platformer where you can have full control over going [TS]

  left right up down [TS]

  I don't know if we want to get into whole app store tangent now but the [TS]

  there's clearly hitting up against limitations of the old because the [TS]

  appstore technology is ancient and it comes from itunes music days and it [TS]

  needs to be overhauled and it's a huge process but you can't even if I right [TS]

  now if I said John this is an amazing apple apple TV app I have no way of [TS]

  sending it to you i have to tell you to go to search and start typing this in [TS]

  and maybe you'll get there [TS]

  and maybe you'll get there [TS]

  right read it there are just so many things you can't do with the apple TV [TS]

  because it wasn't it's the farthest extreme from what the app store was set [TS]

  up to do originally yeah I wonder what I mean it is crazy though that there's no [TS]

  way and it's you and I run into this if you're right website where like if I [TS]

  don't know if Electronic Arts has a game [TS]

  well if ea.com / name of the game points to their apple TV game well we can link [TS]

  to their website obviously but there is no like app Apple TV app store thing [TS]

  that we can link we can link directly to the to the app and even if I do there's [TS]

  no I mean they don't be on surface web kit as well because a private api in the [TS]

  apple TV so no one can see that and quickly have to actually physically go [TS]

  and start typing that in on their apple TV anyway right right and so they from [TS]

  the perspective of writing an article about a nap or a game for Apple TV we [TS]

  can't really linked to it directly and be if you're at your TV and you want to [TS]

  get to it you there's no way to its it is we're at a hard problem i understand [TS]

  i'm not saying this is one of those ones where I laugh because it does seem silly [TS]

  but I'm not laughing because there's an obvious solution staring us in the face [TS]

  and it's just seems incomprehensible that they didn't you know just do X it's [TS]

  a long-standing issue like if I'm wondering fireball and you recommend a [TS]

  great mac app and i'm looking on my iphone i can hit that mac app store like [TS]

  it doesn't help me at all [TS]

  the apple watch gets around it because it's a slave device right now it's or [TS]

  companion device right now so he just transferred the app back and forth but I [TS]

  can't really get stuff off and i can download itunes but it's sort of [TS]

  horrible and it makes you think that there has to be something under way to [TS]

  allow for cross-platform and even web-based purchases because they're all [TS]

  those itunes preview pages up there which we just haven't gotten there yet [TS]

  yeah it seems like you ought to be able to do some things that you know the path [TS]

  forward would be something like the way with the kindle that if you tell me [TS]

  about this great book and send me a link to the kindle page for the book and I'm [TS]

  my kindle isn't even with me you know my physical kindle hardware is at home and [TS]

  i'm at work i can go and buy it now and amazon just say where do you want this [TS]

  to go and i can say just send it to me [TS]

  I you know send it to my kindle and when i get home there it is it's already on [TS]

  my kindle it seems like you want to be able to do something like that with your [TS]

  Apple TV where you want to be able to if you're on a computer there should be a [TS]

  web version of the apple TV app store that if you're signed into your itunes [TS]

  account you can just you know by a nap or downloaded to your apple TV right [TS]

  from there absolutely Andy they can even put up a prompt if you want to go to [TS]

  apple tvs that you began to purchase on this do you want to confirm this [TS]

  purchase now and you press yes then it just downloads if they're really worried [TS]

  about you know people buying things by accident for the wrong platform but it [TS]

  and it likens me is itunes is our cake but it's got billions and billions of [TS]

  dollars of transactions going over it so it's hard to just to just change it but [TS]

  it's a bridge that is sort of old and crumbly and they have to make sure that [TS]

  second that new bridge is fully built out and then sort of carefully to [TS]

  redirect traffic onto it it's not going to be an easy swap but i really hope [TS]

  sort of like how apple com this year had that big change where store.apple.com [TS]

  disappeared and suddenly it was on modern web site with everything [TS]

  integrated i really hope the same thing is it's been going on for itunes and one [TS]

  day they just flip a switch and we have a modern you know elegant version of the [TS]

  entire itunes store stack for all the devices i still get thrown off by the [TS]

  new store . apple.com because it's I'm so it's so ingrained in me then you have [TS]

  to go to a separate website to to buy stuff at apple or see the prices for [TS]

  them or something like that and the fact that you don't know it but you know it's [TS]

  i click the shopping bag all the time expected to be a story there is just [TS]

  empty [TS]

  that's a transition of that that that team that that's the sort of thing [TS]

  because it in hindsight it feels like wow this is the way it always should [TS]

  have been that the team that did the work on that it's easy to overlook just [TS]

  how hard that is to to change something that again like you said that billions [TS]

  of dollars getting through it and make a change like that and and have it come [TS]

  off as well as it yeah just don't again we woke up and had changed and that [TS]

  that's pretty much exactly what you want to have happen with itself now before i [TS]

  do the last I one more sponsors that but before we do that we should talk from [TS]

  from the September and we didn't mention the iphone success yet or the ipad from [TS]

  everything I've had pro [TS]

  the 6s I you know it's the fantastic i don't think there's much to talk about [TS]

  it in hindsight I mean it's a terrific year-over-year upgrade versus the six [TS]

  most people don't buy them one year after another but just in terms of [TS]

  keeping the incremental year-over-year it just keeps getting better every year [TS]

  progress moving forward it's it's about as good an update as Apple's ever done [TS]

  yeah and I think it's once again an example of of the locust Apple goes to [TS]

  incredible lengths with these phones and this year it looks the same but it's got [TS]

  7000 series aluminum the screen looks the same but it's got double density [TS]

  chemically treated glass it is almost to the atom completely redesigned got the [TS]

  taptic engine inside at the night processor inside it [TS]

  I it's got all the new rigidity to support the 3d touch because you're [TS]

  actually deforming the glass on a microscopic level to trigger the the [TS]

  pressure sensitivity in the phones got all these really cool elements in it but [TS]

  on the outside it looks like last year's phone i think you know again maybe i'll [TS]

  sing a different tune a year from now but i do think it for somebody who is on [TS]

  a two-year a very much more typical to your upgrade cycle than the idiotic [TS]

  throw money away every year one year upgrade cycle that you and I are on I [TS]

  think [TS]

  s years the better year to be on and will last time it was touch ID time [TS]

  before that it was serie el and just little things like the lack of Bend [TS]

  ability like I think the been get clearly with lat year ago is overblown [TS]

  but it is true you know fundamentally it is true that with a certain amount of [TS]

  pressure you could bend the iphone and but metal man see I was physics and that [TS]

  some people were running into it in non extreme circumstances you know that they [TS]

  weren't trying to be a jackass and purposefully bend it but it did get bent [TS]

  and it doesn't you know this phone doesn't for a couple of reasons you know [TS]

  that increase you know that the new aluminum different structures inside [TS]

  that you know little things like that just died i don't think there was a [TS]

  single photo scandal with the success already put the two different processors [TS]

  was the closest we got ya the clay alright the closest we got was that they [TS]

  were sourcing the CPUs from what TSMC at Taiwan Semiconductor Manufacturing and [TS]

  from Samsung and from Samsung and somebody had at initially came out with [TS]

  some sort of benchmark where where the samsung one was worse but also it was [TS]

  interesting it's an example of how like a little knowledge is dangerous and [TS]

  chipsets have multiple characteristics and multiple dimensions and on on on on [TS]

  an artificial synthetic tests you can run those chips flat-out and because of [TS]

  various things including the the die size and the different manufacturing and [TS]

  how they would be those chips work you could deplete the samsung ship faster [TS]

  but that's only measuring how fast you can deplete it running at maximum you're [TS]

  not saying well this chip is running hotter for a longer period of time [TS]

  it's almost like you have to sprinters and one is quicker off the gate but the [TS]

  other one is stronger and the finish and you're trying to you're trying to [TS]

  measure two seconds in who's better who's a better sprinter right that was [TS]

  it though the photo scandal was at the sam someone would run your battery lower [TS]

  yeah you got less battery life with sound with which true in a synthetic [TS]

  benchmark but not true in real life right and I feel like even I i seem to [TS]

  recall that even this synthetic benchmark that was used you know other [TS]

  people ran it later and didn't get results anywhere near as dramatic [TS]

  literally different is but it wasn't anywhere near as profound as initially [TS]

  being on different cell towers would lead to is the a significant difference [TS]

  as running those tests on those chipsets right so [TS]

  I do feel like you know if you're only if you're only going to get one every [TS]

  other year you're better off on the s cycle than on a cycle so that was one of [TS]

  those interesting stories for me this year was apple's beginning that iphone [TS]

  upgrade program where they're starting to move like to starting to cater people [TS]

  who do want to get a new iphone every year and also sort of building up there [TS]

  the big trick for this is that you have to hand in your old iphone which they [TS]

  can then sell in emerging markets so it's sort of it helps out with their [TS]

  price differential in in those emerging markets but it also says use the people [TS]

  who do want the new iphone every year and it's I know people say this almost [TS]

  sarcastically but it is iphone as a service almost yeah well and I would [TS]

  compare it to the very well established market and you know high-end you know [TS]

  very lucrative market of automobiles and that leasing is a long been established [TS]

  as something that the card makers themselves the car dealers themselves [TS]

  offer you I did I hear it you know I've been to as I start thinking about the [TS]

  fact that professionally I I seems as though i might be writing about cars [TS]

  sooner rather than later [TS]

  I've started paying a little bit more attention and I've noticed that a lot of [TS]

  car advertisements only talk about leasing prices and and you know it's [TS]

  it's too it's exactly analogous there's an absolutely no difference except that [TS]

  the iphone costs you know like eight hundred to a thousand dollars and cars [TS]

  cost you know twenty two hundred thousand dollars and that was sort of [TS]

  one of the funny other photo scandals with everyone's panicking what Apple [TS]

  going to do now that all the carriers in the US have changed their structure and [TS]

  I can build a higher the price of the iphone every year ignoring that you know [TS]

  samsung android phone the high-end android phones cost the same price that [TS]

  an iphone so it's a universal problem but also apple from the carriers are [TS]

  never going to let that have front sticker price show the consumers they're [TS]

  going to have all these different deals you'll be able to partake in [TS]

  yeah it's is the the worry over that was there's obviously some interesting [TS]

  thinking going on and it is somebody's problem to solve in the manage but it is [TS]

  definitely a manageable problem you know and the fact that you see BMW [TS]

  commercials are you here Jon Hamm [TS]

  no pitching at mercedes commercials and then the dollar amount that you here at [TS]

  the end is you know four hundred dollars or something like that well you know [TS]

  it's weird that they're not talking about that yeah they don't tell you [TS]

  that's the cost on mercedes yeah that it's you know eighty-three thousand [TS]

  dollars to walk you know to just bite and cash off the line even now they'll [TS]

  say it's like 279 dollars every two weeks [TS]

  yeah but it's definitely you know manageable and it's definitely what you [TS]

  know that to me is that the shift that it's you know it's at you know it is [TS]

  obviously more of a financial strategy than product strategy and the product [TS]

  stuff that interests me more about it i found an Apple but you know it's [TS]

  definitely interesting and I definitely think it's part of the part of the you [TS]

  know and it's like you said that it's just a generic sense that it's not just [TS]

  nerds like us who want a new iphone every year that maybe I am maybe I'm [TS]

  overstating just how how rare you and I you know people like us are terms of [TS]

  that that is that sort of becoming more of a mass-market mindset when Apple's [TS]

  learning that I mean these we saw that with the gold color iphone 5s and it [TS]

  turned out your people cared more about having the new color than a lot of other [TS]

  things and now the rose gold iPhone 6s people really want to have the color of [TS]

  the shows that they have the new iphone right and we're going to be going into [TS]

  the iphone 7 and history repeats itself we're going to have a new design now and [TS]

  that that usually is another tripping . for a bunch of people to upgrade again [TS]

  Tim Cook's that I think it was still only thirty or forty percent of people [TS]

  had upgraded to a new iphone so they have a huge potential market not only in [TS]

  people switching from Android are getting their first home but also in [TS]

  people turning over those iphones now but other than that I don't have much to [TS]

  say about the iphone success grateful yeah it's you know [TS]

  great that's it ipad pro should we save it for the next segment here [TS]

  alright our last sponsor their final sponsor is our good friends the Broward [TS]

  group now their app you bar to launched on the talk show last year and it was a [TS]

  great success [TS]

  so they're back with the new you bar three that's just spelled you like a [TS]

  lowercase you just think of it like [TS]

  the Apple I lowercase U and then an uppercase B AR it is a doc replacement [TS]

  for the mac so we're talking this is like good old-fashioned nerdy type of [TS]

  thing that people who listen to the talk show utility app for the mac the purpose [TS]

  of view bar is to vastly increase your productivity Pro users love it and they [TS]

  also use it to help family members or switchers because one of the things that [TS]

  you bar does is you can configure it and like any good nerd utility it is very [TS]

  configurable super configurable so one of the ways you can do is you can make [TS]

  it run like the mac doc but like with extra features and stuff like that but [TS]

  you can also set up to run as a windows taskbar style doc so for people in your [TS]

  family who maybe have switched to the mac recently and one of the things that [TS]

  they struggle with are the ways to all the various things that they did through [TS]

  the windows taskbar that are different through the mac you can set u bar up to [TS]

  run that way and no matter how you configure it it looks great just like [TS]

  any great Mac utility it doesn't sacrifice visual design and aesthetic [TS]

  beauty just for the sake of you know nerd type features you know if you want [TS]

  that type of you want something ugly to do like that you know go install ubuntu [TS]

  or something like that this is for people who use a mac and want their [TS]

  stuff to look beautiful so all sorts of shortcuts here's some of the nerdy stuff [TS]

  you can do hold down control when you click on an app and you can see the cpu [TS]

  and ram usage for that app hold down shift and you can quit any app or close [TS]

  any of the individual windows that are open within that app just by clicking it [TS]

  unresponsive apps if you have an app that needs to be force quit gets a red [TS]

  background already so you can see it without even checking you know the force [TS]

  quit you know command option escape window and all sorts of customizability [TS]

  you can adjust the sizes [TS]

  there's themes you can just like the way that the system has light and dark [TS]

  themes so does you bar you can even create your own custom theme so it's [TS]

  almost getting into like kaleidoscope territory [TS]

  you name it it's got it you did I can't tell you everything about it just go to [TS]

  website and check it out but it's absolutely worth looking at you bar uba [TS]

  our apt calm and remember the coupon code the coupon code is retina Gruber [TS]

  retina Gruber remember that and you'll save fifty percent off its twenty bucks [TS]

  ordinarily great price for utility this is serious but with that code you save [TS]

  fifty percent you only pay ten box-to-box you got a great app and one [TS]

  more thing [TS]

  maybe you remember this from unresponsive to show before this is [TS]

  crazy to me but the developer of this app Edward Brower that's where the [TS]

  Broward group gets the name from in addition to being a great app developer [TS]

  with a great sense of design and stuff like this act as a side job that I laugh [TS]

  because this just seems crazy he designs and manufactures his own beautiful [TS]

  mechanical watches is a watchmaker in addition to making that and he already [TS]

  launched his newest timepiece it's called the mirage and is available in [TS]

  three colors are on the earlier episode of the show [TS]

  each one is a limited edition of only 300 pieces and they all come with an [TS]

  engraved number on the back [TS]

  really really beautiful design on the dial my very favorite thing about this [TS]

  watch is the dial design or at least the dial combined with the hands really [TS]

  really love it [TS]

  beautiful typography really nice really nice just just the layout in the [TS]

  proportions and the diameter is very very reasonable 40 millimeter diameter [TS]

  this is not a big hack in giant watch which a lot of modern mechanical watches [TS]

  are you just have to see yourself and hit the web there's a separate website [TS]

  for that Brower pra wer timepieces dot-com and exact same code retina [TS]

  Gruber you don't need to memorize a separate code now this is serious [TS]

  watches a mechanical watch the retail price 750 dollars a great price for [TS]

  mechanical watch it's a lot if you're a casual [TS]

  respire but this is totally totally within the realm of what a handmade [TS]

  mechanical watch is meant to cost but if you use that code retin-a Gruber forty [TS]

  percent off and shipping is free in the US and canada so go check them out you [TS]

  bar app.com Brower timepieces dot-com and both of them you'll save a lot of [TS]

  dough if you use the code retina Gruber love this guy he's a really high E is [TS]

  also very very nice guy Edward Brower and I I've been emailing them about a [TS]

  little app that he's working on inside next thing coming up very very nice guy [TS]

  thoughtful guy but I kinda hate him because he makes me feel like sat same [TS]

  way that I get so angry you sometimes like when you are so productive and you [TS]

  know like I feel like I struggle to get like like one or two good pieces on [TS]

  daring fireball and a podcast down a week and then you have like seven [TS]

  thousand words on I more and a comprehensive review of a new thing that [TS]

  only came out the day before and like 45 podcasts so you make me angry but this [TS]

  guy makes me angrier because he's is running a full-time software business [TS]

  with it great app the differences between you are two and three are [TS]

  humongous it is absolutely a remarkable he got a remarkable amount of new [TS]

  features in there in a remarkably short number amount of time [TS]

  yeah in the meantime he also makes really next to those watches are legit i [TS]

  went took a look at them after the last spot they're amazing [TS]

  it's don't understand I don't understand how it does that the Renaissance people [TS]

  that makes me mad I feel like it makes me feel like I'm running in slow motion [TS]

  Apple the ipad pro yeah I i don't really have much to say about i think it is [TS]

  absolutely remarkable i think is a it is maybe the best single best of iOS device [TS]

  that's been made i mean i don't know it's kind of a hard thing to settle i [TS]

  mean i could make the case for the iphone success to i could also make the [TS]

  case maybe for the ipad mini 4 which we forgot to mention that came out in [TS]

  September [TS]

  just like it's a great tablet to it is we just would we got one for Jonas [TS]

  upgrading a very old ipad for him and just looking at it it's perfect [TS]

  it is I especially it it to me that the difference in the mini and the ipad air [TS]

  is are you old enough that you do that you want things to be bigger family [TS]

  because it's the exact same number of pixels and the layouts identically you [TS]

  don't have to do anything as a developer 22 to do for that it's just you want [TS]

  smaller you want it big and I'm at the point now you know with the is medical [TS]

  issues aside to but just at the age that I mad i kind of want the bigger one [TS]

  it doesn't have the X and the processor either but in there's so few people can [TS]

  actually revive push it to that limit but for someone like you know for [TS]

  someone like Jonas was you know perfect vision that it's an 11 year older to [TS]

  almost 12 year old it's a clearly the better ipad for him he loves it i mean [TS]

  and absolutely adores the size i can make the case for two but the ipad pro [TS]

  it [TS]

  it kept its the performance on the device that just sort of startles me i [TS]

  was joking i picking up in New York like I think you did it on the way back out i [TS]

  passed by the microsoft store and I could hear all those intel processors [TS]

  just crying and maybe try to jump off the table [TS]

  I i want to write about this soon because i think it's been I think people [TS]

  have taken it the wrong way is is the angle of the that that this spells doom [TS]

  for Intel in the long run and it's not and and I know part of my argument for [TS]

  this as just baking a dislike of sanity check and not just going by gut feeling [TS]

  or what I you know what I think makes for an interesting story but actually [TS]

  trying to measure is using like geekbench scores and she's showing that [TS]

  the ipad pro beats the macbook one but it is hard because this was a really [TS]

  good year for Apple silicon the Apple the a9 is there is a really forward [TS]

  where Intel really struggle to get that the 10 nanometer process out and to get [TS]

  Broadwell because there's a broad well y which is core [TS]

  am i think is a marketing term in the macbook and it's not a great chip so the [TS]

  ipad pro hit hit it out the park while intelli during the year that Intel was [TS]

  struggling so that and that's a great point but i think that it it's more it's [TS]

  not so much like one test of these two devices at this snapshot in time but [TS]

  it's the overall trend line and in the way that like intersecting trend lines [TS]

  over a long period of time at the point where they intersect maybe that you know [TS]

  maybe next year the macbook one is faster than next year's ipad pro but if [TS]

  it is it won't be by much and three four five years from now i don't think [TS]

  there's any question and there's also the issue of being fast enough you know [TS]

  that it's it doesn't even matter whether there's other max our macbooks that get [TS]

  faster and and just in terms of looking at the trendline like just go back three [TS]

  four five years and look at the I original ipad the ipad 2 or even the [TS]

  ipad 3 and where they stood performance-wise compared to the macbook [TS]

  airs of the time and it was no comparison they were they [TS]

  you know in terms of anything that you would measure like on geekbench or [TS]

  something like that they were behind but that gap has narrowed steadily and [TS]

  steadily as years go by the IP that the a9 chips and arm chips in general [TS]

  industry-wide are getting better faster than intel chips because the scale is [TS]

  just so much bigger [TS]

  I think it's also again Apple has considerable advantage and that they [TS]

  make their own ships intel has to sell those chips at a profit and they have to [TS]

  support a variety of different let's run windows they have to run linux we have [TS]

  to run OS 10 and you look at something like the a-line accident can run 443 4k [TS]

  streamer the same time and that was just grind a lot of Intel even intel-based [TS]

  macs into the ground can't do that but Apple built those trips to do it they [TS]

  can purpose-built all those chips for exactly what they want to do and that [TS]

  gives them an incredible amount of flexibility and even in our mean [TS]

  Qualcomm just been struggling samsung has been stroking their own family [TS]

  should arguably have way better chips and apple but they just don't have the [TS]

  designers apples got great designers they've got the advantage of [TS]

  nothing exactly for their hardware even if they could run on Intel's 10 [TS]

  nanometer process I think we would have the best ships in the world we already [TS]

  do but we have even better one [TS]

  it's a good quits such an interesting question as to what how can samsung [TS]

  manufacture these for Apple but can't do it for themselves [TS]

  it's the same reason why the cattle imports on my galaxy phone they just [TS]

  it's just not something that's partly they just don't have the people it it [TS]

  really is to me just eye-opening when you use the ipad pro that you know that [TS]

  my complaints about it trying to use it instead of a macbook ro almost entirely [TS]

  software basically it's just the design of iOS itself to me not being conducive [TS]

  to the sort of things i want to do on a mac in terms of how do i take advantage [TS]

  of this big screen and how does you know like as much as I i do like the [TS]

  split-screen stuff that they've added to iOS 9 but to me it it's not as it's [TS]

  still not as useful as the way that I can have multiple things on screen at [TS]

  once on the mac and as i wrote my review I I'm frustrated at the lack of keyboard [TS]

  navigability that if you're if supposed to fundamentally be able to use this [TS]

  device if you want while it's hooked up to a keyboard [TS]

  I don't want to have to reach up and touch the screen to do some things [TS]

  because it's it really is exactly as Apple's been telling us for a long time [TS]

  ergonomically terrible [TS]

  yeah my understanding is a lot of that stuff just didn't make the cut for iOS 9 [TS]

  but it has been and will be worked on [TS]

  yeah except that it has to be yeah and I've heard from some some friends within [TS]

  the company you know that absolutely some of these things are frustration [TS]

  like including the thing i observed about the fact that when you command tab [TS]

  the multitasking goes from left to right because they just put like a brain-dead [TS]

  port of the mac command tab switcher in and the new system wide like double [TS]

  click the home button touch the screen switcher goes right to left in terms of [TS]

  most recent 22 all this even though the old built-in switcher that was there for [TS]

  iOS 7 [TS]

  aight was left to right yeah you're colliding with the force press the for [TS]

  swype an eye on the iphone 6s there because they wanted that the back [TS]

  gesture goes from left to right and so the the force right Chester had to go [TS]

  from left to right and you know that what I heard after i wrote about some of [TS]

  the stuff is [TS]

  yeah we know yeah so they get it at first I mean the best thing about the [TS]

  ipad pro right now and if you look at the 60 Minutes segment how many of the [TS]

  executive team members had problems in front of them is that it anything that [TS]

  it's going to be almost like the Steve Jobs days or anything that doesn't work [TS]

  is going to get immediate executive attention [TS]

  I don't trust that I i would just say that I don't trust anything I saw in [TS]

  that in the 60 minute thing as indicative of what they actually use I [TS]

  wouldn't be surprised but I wouldn't i would take it all with a grain of salt [TS]

  alternatively stage manager apparently some of them do think that that has [TS]

  become at least for now their go-to machine [TS]

  oh I wouldn't be surprised you know and i think it's a tremendous like and you [TS]

  know a a meetings to to you know situation is tremendous that's almost [TS]

  where you'd rather have a device that is less likely to distract you and if you [TS]

  just want to put up a note app and have it be full screen and I think it's [TS]

  tremendous for a scenario like that [TS]

  yeah and it's interesting as a device because we are hitting this point where [TS]

  the macbook has gone down to be as close as possible to an ipad the ipad has gone [TS]

  up to be as close as possible to a macbook but both of them both of them [TS]

  are still very separate things like the macbook doesn't have any any real touch [TS]

  awareness is not a touch friendly environment it's not really a mobile [TS]

  friendly environment and likewise your frustrations with the keyboard on iOS [TS]

  and even though split screen is nice there's no multi window there's no drag [TS]

  and drop their on any of these conventions that are basically muscle [TS]

  memory to people like us now and you sort of there's no middle ground you [TS]

  have to pick a side and neither side is perfect [TS]

  I [TS]

  somebody on Twitter the other day was posted a little video where they just [TS]

  said hey finally saw ipad pro you know it's like somebody who hadn't seen one [TS]

  in the store yet and it was like here's how I tried you know not trying to be a [TS]

  jerk but they videotaped it with their the shot video with their iphone here's [TS]

  me trying to to attach a photo to a male and they had mail on the left and photos [TS]

  on the right and they tried to tap and hold on a photo and then drag it over [TS]

  across that divide and of course it didn't work [TS]

  yeah again you gotta figure that stuff is being worked on but if you like to [TS]

  touch and hold you for like what is going to be the affordance for that sort [TS]

  of activity and it's and you have to make sure it doesn't collide with all [TS]

  the other gestures that are that are being used in iOS I think all that is [TS]

  coming I I last time I was on I think we spoke about my of this long-standing [TS]

  desire for ipad OS I think the same way there's watch us the watchguard is [TS]

  distinct thing and there's a there's TV us and the appletv God is distinct thing [TS]

  I'm glad that that the ipad is getting some features now but I still think it [TS]

  needs it needs that concept of keep backboard keep front board but take [TS]

  springboard and think of something that really is a tablet first it takes [TS]

  advantage of things like the ipad pro yeah and that's this sort of thing it [TS]

  was definitely the last time you were on the show I couldn't agree more in fact i [TS]

  agree more I'd agreed then I grew even more now that it's whether they asked [TS]

  what they call it now I don't they should call it that just call an iOS but [TS]

  what it should be fundamentally those ipad OS is what if iOS was meant only [TS]

  for the ipad what would it [TS]

  what should it be like and how do we do that how do we get from here to there [TS]

  and the ipad suffers the same problem the mac app store doesn't matter has a [TS]

  much more successful sibling so when you get resources they go to the ios app [TS]

  store when you get resources it goes to the iphone and reported up to the ipad [TS]

  and now that we have broken through with put for you and with some of the [TS]

  keyboard stuff i hope that that continues and others it's one of those [TS]

  things where people inside Apple have the same arguments that we have outside [TS]

  of apple and I just and I just hope that those people start to get more sway with [TS]

  it because i think as a device if Apple is confident that this is the future of [TS]

  personal computing for them I think they really need to give it the attention it [TS]

  deserves and that that brings us to the single most important product that apple [TS]

  introduced in $MONTH 2015 [TS]

  the smart battery case but I've been forcing myself to use it for the last [TS]

  weekend how I switched away from the iphone 6s plus and then using this [TS]

  success with the battery case you would you [TS]

  I cfa I if you got used to the plus if you like the plus I can't see how you [TS]

  would how you could i don't but i wanted to i like to make sure that when I want [TS]

  to review a product that i go back and actually cuz it's impossible to review a [TS]

  product properly when you first get it because there's enormous pressure to get [TS]

  that review up and take not pressure from apple or anybody you were ok but [TS]

  just if people don't care anymore after a couple weeks don't even bother reading [TS]

  it so i wanted to take a look at it and I wanted to understand it because if you [TS]

  want a bigger built-in battery you get the iphone 6s plus that's what it's [TS]

  there for [TS]

  and it's nice because it's elongated and it dissipates heat really well but [TS]

  there's a whole sort of and people think that Apple wants to make lighter phones [TS]

  they don't want to start with the microphones they want to make lighter [TS]

  funds they want to make phones that have great radio reception there's all sorts [TS]

  of trade-offs that you have to do when you have things like batteries and [TS]

  things like radios and phones so the iphone 6 I think Apple again is very [TS]

  sincere when they say that for some people it just it just wasn't enough to [TS]

  do things that were more than average day they wanted to give them the option [TS]

  and if you build that in you can take it off if you have a heavy phone that's [TS]

  twice as thick you can't pull that off when you don't need it so you make a [TS]

  case and then you want the case as one piece and you want a case it doesn't [TS]

  interfere with the radio maybe even makes the radio better because that way [TS]

  the radio doesn't have to ramp up and use even more power when it's got a [TS]

  battery case on because that defeats the purpose of a battery case and you [TS]

  started go through the requirements of it and you end up with the case that [TS]

  doesn't look great but works really really well and then you get this you [TS]

  know previously as Apple only cares about designing care about functionality [TS]

  and make something really functional and immediately get slammed for the design [TS]

  of it because endlessly interesting I i spent you know definitely a full week [TS]

  with it i think we've been longer i was wearing it all the time and I keep [TS]

  thinking if there's one thing I wish I'd [TS]

  i wish i'd mentioned in my piece writing about it is maybe a little bit more [TS]

  emphasis on feel what it feels like [TS]

  as opposed to what it looks like because it definitely looks and I you know I i I [TS]

  don't I don't think I hold back i think i call it funny-looking weird-looking [TS]

  it's definitely weird looking i called it awkward and ugly but it definitely [TS]

  doesn't feel bad and I without question think that it feels better in hand than [TS]

  any of the mophie cases that I've ever tried because they make the phone feel [TS]

  entirely fat from yes left-to-right they make you scratch your hand over it where [TS]

  this one the home sort of falls into your palm and your fingers go on either [TS]

  side so I i would argue and it you know if somebody clearly this is the realm of [TS]

  subjectivity of somebody else would disagree short yeah but i feel very [TS]

  confident arguing that if that for me at least i think for many others it feels [TS]

  better than a movie-style case and if somebody else wants to argue that it [TS]

  looks worse to them I wouldn't disagree and I you know that subjective but that [TS]

  you know and I think joanna stern said it best interview all battery charging [TS]

  cases are ugly they are in one way or another and apples is not an exception [TS]

  it's a really it's as to date an unsolved problem to make a case that is [TS]

  a battery that will contain a significant charge for the battery that [TS]

  isn't ugly in and thick it's like the headset jack you like but right now a [TS]

  lot of headphones won't fit into it but what do you can make a bigger hole cuz [TS]

  you destroy the structure of the bottom of the phone he did your problems that [TS]

  you just can't solve in a good way yet right [TS]

  I think that this is a very reasonable compromise and i think it's interesting [TS]

  and i like that Apple tried this I like that Apple decided it was better to do [TS]

  this imperfections side rather than not do it at all and apparently they've been [TS]

  working on it flick it came out like no one really likes that kind of december [TS]

  they've been working on it for a long time and again like people measure oh [TS]

  it's got like the the mah [TS]

  $OPERAND milliamps are lower in this and something else but that's not in context [TS]

  in context it doesn't waste radio which saves a tremendous amount of battery and [TS]

  also apple because Apple is Apple they can integrate it to the point where it [TS]

  knows is connected to a case and not to an outlet so it doesn't turn on all the [TS]

  background processes done start downloading and doing all the networking [TS]

  that it would in another battery case we're saying is even more power so they [TS]

  sort of optimized for efficiency and not for raw volume of battery [TS]

  yeah and I kind of feel like I thought I would when I read reviews of it that a [TS]

  lot of them mentioned and to me this is just it's the wrong way of doing it is [TS]

  you have to understand what it's supposed to be used for it but the test [TS]

  that a lot of people tried to use was alright take of iphone that stopped [TS]

  completely down to zero and plug it in and how far do you get and you don't [TS]

  even you know the complaint was it doesn't even get you back a full charge [TS]

  doesn't get you back two hundred percent like 80 percenters that's not the use [TS]

  case of it though the use case of it is not how far does it get you from a [TS]

  completely dead phone it's what is your battery life if you you know if you're [TS]

  happy [TS]

  what is your battery life like if you keep it in it from the start of the day [TS]

  and the answer is it easily get you through the whole day of very heavy use [TS]

  that's why i have a switch on it to write his that's not something that [TS]

  humans should be should be managing that's when the software should be [TS]

  managing right whereas the thing and I mentioned this thing i personally prefer [TS]

  than a battery charging case is a little pocket-sized external battery that's the [TS]

  sort of thing though where you do want to know how much you know where the mega [TS]

  amps or met whatever amps ma ma HW r where they were that really matters [TS]

  where let's say if I take one with me and where my family's at Disneyworld all [TS]

  day where maybe i'll charge my phone up a little bit and then give it to my wife [TS]

  and let her child her phone up a little bit and we plug in your ipad for some [TS]

  time in theory yeah 40 or 41 that though the ones that would charge and I pattern [TS]

  i would call them bigger than pocket-sized but if you're carrying a [TS]

  bag around it's easily you know it's just I can certainly see why a lot of [TS]

  people do put them in their bag that's where that matters for something that's [TS]

  supposed to get you all day battery life even with heavy use the amount of you [TS]

  know energy that's in the apple one is more than enough [TS]

  that the larger piece that I've seen and I think you've used I know you've seen [TS]

  these there's a bunch of people who've had like this or like this is the year [TS]

  Apple Design went to ship and their arguments are more or less the battery [TS]

  cases ugly the apple TV remote is symmetric so that it's hard to tell [TS]

  which way it's pointed and incredibly ignorant piece on the Apple pencil [TS]

  charges is like a like a big skinny wang hanging out of your ipad pro and the [TS]

  macbook doesn't have enough USB ports and they lump them all together and [TS]

  they're like there you go apples going to shit and i would say that there is [TS]

  some merit to some of these complaints and there is no merit to some of these [TS]

  complaints and some of them are not really an index they want to lump it all [TS]

  together and say that Apple is losing its way without steve jobs and jony ive [TS]

  is you know I don't know it out you know not paying attention or something like [TS]

  often an arboretum somewhere in Belgium you're right and I don't think I think [TS]

  there's some merit to some of the complaints but i don't think that any of [TS]

  them are worrisome with the possible existence exception of Apple music I [TS]

  think the a lot of them are incredibly lazy and just that they didn't try to [TS]

  understand why the design was done the way it was before they criticized some [TS]

  of the points are absolutely valid but Apple has always had a design that you [TS]

  could criticize every year you know bad priest Eve jobs after the Second Coming [TS]

  is steve jobs during Tim Cook's rain there's always always been designed [TS]

  elements that was that that weren't great mobile me again famously under [TS]

  steve jobs [TS]

  the thing that's interesting to me is that again do people take the time to [TS]

  understand it there's criticism that the ipad pro had this this empty space for [TS]

  the speakers and they should have been filled with battery but then sort of [TS]

  thing how heavy would that make the ipad LOL this and what and you are legally [TS]

  not allowed to ship batteries lithium ion batteries of a certain size would be [TS]

  great to have an ipad pro that you cannot ship to a customer and always [TS]

  stay over there was an article about how Apple was posting a job listing for [TS]

  someone to use avid and and adobe premiere and it into the whole article [TS]

  how even apple doesn't want to use final cut anymore in it and that was actually [TS]

  for the beats office in culver city outside [TS]

  los angeles which is as only ever been using those products and hasn't been [TS]

  integrated into apples by so it is just like those are like sort of lazy [TS]

  articles in my opinion and well you could it I totally agree with that and I [TS]

  saw that about the the final cut pro not being listed as a thing for the job and [TS]

  it was beat you can argue though that is still is damning against final cut pro x [TS]

  that somebody outside Apple wasn't using it because they're there were you know [TS]

  that they showed you know without it you know that they should have that final [TS]

  cut pro x is what it should be that they would have been using that every [TS]

  customer would use it although Apple increasingly is not targeting every [TS]

  customer with their products yeah i think a discussion of what's gone wrong [TS]

  with final cut pro x is beyond the scope of yes absolutely but it'd be worth [TS]

  talking about but I love music the control yeah there's absolutely things [TS]

  for criticizing the one of the the one that I find the most frustrating and one [TS]

  I think is the most clearly talked about is the Apple pencil which is that if you [TS]

  and I swear to god it the gizmodo article was more or less in terms of pay [TS]

  what's bad about apple design and all the stuff in 2015 [TS]

  they were like Apple pencil enough said and it's just a picture of it charging [TS]

  well it sticks off the table and the malleability charger in the mouth oh [TS]

  yeah the trade union a lump day and set to go to the App charger at the the [TS]

  charger and mouse on the bottom [TS]

  I that's an interesting that separate than the pencil but they they lump them [TS]

  together with the pencil if you write for a site that is ostensibly focused on [TS]

  technology at all as gizmodo supposedly is and the only thing you're gonna say [TS]

  about the pencil in your article about its design is this is what it looks like [TS]

  when you're charging it from the ipad and not even mention that it is i really [TS]

  think without any kind of hyperbole that it's revolutionized stylus input in [TS]

  human-computer interaction i used Wacom tablets for 10 years and this is the [TS]

  absolute best i have ever used right there have been ones that work on [TS]

  devices with you know very low refraction because the surface is close [TS]

  to the class just like all of the various styluses for the work on all [TS]

  other iOS devices by capacitor and there have been wacom things that work with [TS]

  lower latency and stuff but have always but none of them did they [TS]

  they've reduced all of these trade-offs and it's a you and when you talk to [TS]

  people who do artwork with the start of stuff that that they're just over the [TS]

  moon about the potential just feels like a pencil is right is the best digital [TS]

  pen interment i've ever used right again i use this professionally for a decade [TS]

  it is a 2 not even mention it is it's just sad to me that you're not going to [TS]

  talk about the incredible technology advances that has just so you can make [TS]

  fun of it what it looks like when it's charging but none of them also none of [TS]

  the mentioned that the pencil ships with a little things so that you can charge [TS]

  it if you don't want to charge it that way because you think it looks stupid [TS]

  you can charge it just by it's like a male to female adapter so that you can [TS]

  charge it by plugging in any other lighting cord [TS]

  yeah that's what i use because I invariably i charged my things at night [TS]

  and then i need to charge both and once you've plugged in the iPad you can plug [TS]

  the pencil let's get to so I just got that little dingus and plug it into the [TS]

  cable next to it right [TS]

  the better question is why did they design it the way they did where the [TS]

  built-in charger is a male that that sticks that you would stick into the [TS]

  ipad and have the pencil stick out as opposed to making the built-in one a [TS]

  female so that you can charge it into any cable anywhere and then have an [TS]

  adapter to turn it into a male to do that [TS]

  admittedly looks kinda silly when it stick out sticks out of the thing [TS]

  charging and I've did I don't know anybody who's involved in the [TS]

  development of the pencil so I say this just as a gas but I can't help but think [TS]

  that they debated this thoroughly and that the answer is that in a pinch when [TS]

  you're using it and the pencil runs out of battery and all the sudden your tap [TS]

  tap you realize oh this is out of battery [TS]

  the fact that you don't have to worry if you have an adapter with you that you [TS]

  can always just plug it into the ipad that you're obviously using right now [TS]

  because then we're talking about the scenario of your in the middle of [TS]

  drawing something and the pencil runs out of battery [TS]

  the fact that you can just stick it in no matter what because even if you lose [TS]

  the cap the pencil has the male adapter you stick it in and 15 seconds later 15 [TS]

  seconds [TS]

  later you have 30 minutes of battery life on the pencil is there's the [TS]

  explanation because otherwise if they did it the other way when you run out of [TS]

  power [TS]

  you might not be within spitting distance of a lightning cable it's [TS]

  interesting because the assumption a lot of the articles get written is that [TS]

  Apple's an idiot and you're going to tell you why instead of giving Apple the [TS]

  benefit of the doubt especially these teams that have done such great work [TS]

  over the years and figuring out why they may have done it the way that they did [TS]

  and when you look at all the lighting and interesting all the stuff charges / [TS]

  lightning if they need data they go to us bc or something else but if it's just [TS]

  charged at all they're using lightning across the board right now and they're [TS]

  all enemies not Audi's with the exception of the Apple pencil so the [TS]

  first question asked is why does it do it that way . oh it's stupid apples [TS]

  doing this are you know they've lost everything is why would they make this [TS]

  choice and yeah you can 15 seconds get right back to work and also it the [TS]

  audience that much smaller package size and you don't want a little Homer [TS]

  Simpson head on the end of your pencil that you can plug something into it's [TS]

  got to tangible benefits to making the product that way i remember at the [TS]

  actual event itself maybe you were there with me i know we were hanging out but [TS]

  at the event when we watching the demo it was close to the end it was after at [TS]

  the hands-on area after the event there's a hands-on area and i got [TS]

  introduced to the guys the developer that that 3-d drawing app what is the [TS]

  make you make he has really rather put that in the show notes really really [TS]

  fascinating app it's like just unbelievable like you just drawing [TS]

  finger painting with industrial design [TS]

  yeah exactly it's like finger-painting combined with like clay modeling to me [TS]

  at 3d shapes and it's like someone that Apple was like hey you gotta meet this [TS]

  guy you got to see this app we've been working with him we were so impressed we [TS]

  brought them in early and had him you know get up to work with the pencil and [TS]

  he started giving this the demo but it was at the end of this hands-on thing [TS]

  and had been demoing it non-stop for over an hour and his pencil ran out [TS]

  and he just goes on hold on and he knew it would only give us a like if you know [TS]

  three minute demo so he didn't even charge it in for 15 seconds it was just [TS]

  I don't know five seconds in the port and then he pulled it back out and it [TS]

  was back to work and in an area where there weren't you know again it wouldn't [TS]

  have been any lightning cables nearby was off in the corner of the hands-on [TS]

  area it's incredibly convenient i almost always sketchy at night I used to sketch [TS]

  it all day every day when I was younger and now I have very little time so I [TS]

  almost always catch at night and several times i go to use the pencil and is done [TS]

  i plug it in for 15 seconds i draw for half an hour 45 minutes contentedly and [TS]

  then I just go plug it into the cable and then I'm fine right [TS]

  it definitely looks weird when it's sticking out of the ipad but you don't [TS]

  have to do it for long there's absolutely no reason to do it for long [TS]

  and it's incredibly convenient so its convenience over elegance and that's one [TS]

  of the things like apples really good at repercussions modeling they can they can [TS]

  look at the decision a decision be and what is the end result of those [TS]

  decisions and I can't help but think that if people writing of Apple would [TS]

  spend a few minutes doing that same sort of repercussions modeling we get a much [TS]

  higher level of criticism in in the Apple community the fact that the mouse [TS]

  charges on the bottom [TS]

  who gives a crap that one really gets me at who gives a crap i mean it's at AII [TS]

  it boggles my mind [TS]

  well the thing is again ask them what would you do differently while I put it [TS]

  on the back well then you have to cut a huge wedge right find allies and your [TS]

  fingers gonna hit that every time you so what is the repercussions of moving it [TS]

  to another place right I actually don't like the shape of the magic mouse . but [TS]

  you know as the ATV guys are covered in general it really comes down to how you [TS]

  naturally grip mouse and mouse grip is just not really a met amenable to this [TS]

  design but i can see why people who grip it a different way would really really [TS]

  like this mouse and if you do you don't want any kind of flat pump pump thing on [TS]

  the front of it [TS]

  I mean you need a flat plane is why the keyboard and the trackpad can charge in [TS]

  the real because they have a flat plane across the black the back [TS]

  exactly and I feel like the fact that they you know well then they could have [TS]

  put the hole in the side [TS]

  well then if you put the home side it looks like maybe you could use it while [TS]

  it's charging [TS]

  but it's you know going to be awkward and ungainly and they don't do it it's [TS]

  better to just put it on the bottom and said no don't use it while it's charging [TS]

  and it won't take long to charge and who cares that my grandfather again a few [TS]

  minutes and you have a day's worth of right and it looks no worse while it's [TS]

  charging than the old battery operated ones meaning i know they're all [TS]

  batteries but when you used to have to put triple-a batteries in and if you had [TS]

  a better get going to stored playwright it looks no worse while it's charging [TS]

  than the other one did while you were replacing the batteries it's you know [TS]

  it's if anything looks better because it's not missing a panel it's just [TS]

  ridiculous [TS]

  yeah and in it in and maybe one day apple will redesign and it will have a [TS]

  design that is conducive to having a lightning port that works while you're [TS]

  doing it but did that would not happen with this design and this design is what [TS]

  apple shape this year [TS]

  exactly and what they wanted to chip yeah I'm the apple TV remote being [TS]

  symmetric i totally agree with that there is one where i'm like i really [TS]

  wonder what the hell they were thinking and I know that once you start feeling [TS]

  the buttons you can tell that the volume button is is one big combined capsule [TS]

  shape and I've gotten you know I'm starting to get better that's three [TS]

  button is dented but i think you said this right is like the home button [TS]

  you're just used to having it at the bottom and we're not used to having a TV [TS]

  set on a home button and one has the word menu and other one has a glyph I [TS]

  think the whole thing is odd [TS]

  yeah I i really wish that I I don't have some I really wish that the home button [TS]

  was at the bottom and center just like on an iphone and I really wish it was a [TS]

  symmetric in some way whether the whole thing is wed shaped sort of like a [TS]

  macbook air in profile or whether it's the fact that it's not rectangular or [TS]

  something something so that as soon as you pick it up it's absolutely [TS]

  positively no thinking involved at all you know which way it's supposed to go [TS]

  and that's not even the biggest issue because I pick up by these other [TS]

  horrible controllers for my TV and blu-ray player and I they have so many [TS]

  buttons I can't tell what is up and down either side by pick it up and I have to [TS]

  move around but once i have it i can pretty much find things with this one [TS]

  because the buttons are symmetrical even when I'm holding it the right way I have [TS]

  too often double check is that really the story but is that really the menu [TS]

  button and home button at the bottom would in center it would make that a no [TS]

  brainer and they can combine that with the fact that just running your thumb [TS]

  across it to figure out where the buttons are [TS]

  is inherently a i was going to say destructive but that's not quite right [TS]

  but it inherently it makes me thankful it makes actions immediately take place [TS]

  with the trackpad like you can immediately start going fast forward or [TS]

  backwards or pause if you click x just trying to figure out is this the [TS]

  touchpad side or the slick bottom side but if you guess wrong and touch the [TS]

  trackpad side something happens to the video stream you're saying already and i [TS]

  know that this eerie button is indented but i have held down that menu button [TS]

  and spoken to it so many times it's now i have two good because you're not [TS]

  supposed to look at it it doesn't seem it's it's just it should be designed so [TS]

  you don't look at it yeah and it's not so i would I i will bet that the next [TS]

  time we see a new appletv that it will come with a new remote remote too can't [TS]

  wait [TS]

  yeah and i really wonder how much of it I know that they must have tested it in [TS]

  like real world testing scenarios like a dark room while you're on the couch but [TS]

  I just wonder how much of it is from the fact that maybe it was designed with the [TS]

  lights on and looking at it and also me there's so much to get ready like they [TS]

  spent so much time just Mike adjusting micro increments of getting the the [TS]

  swiping gestures right that you know even we who knows how much time they [TS]

  spent on on the buttons [TS]

  yeah but there's one where I feel like they definitely could have could have [TS]

  done better [TS]

  macbook one with only one port here's one where this is maybe the product that [TS]

  I guess it's the one that was are introduced earliest in the year where I [TS]

  still feel like we don't really know what Apple is thinking there you know [TS]

  was it an engineering constraint or was it a a statement you know like we just [TS]

  don't think you should be plugging things in two devices anymore and we're [TS]

  going to love shoulders answer on the talk show after WC we said we wanted to [TS]

  make a macbook that had no ports but he didn't say this but up until about [TS]

  October this year you couldn't inductively charge for metal the bunch [TS]

  of patents and a bunch of technologies came out late in the year that that'll [TS]

  start to allow inductive charging through metal but you had to charge for [TS]

  cable so once you have to charge for cable you need one cable and then if one [TS]

  you have one cable might as well be as multi-purpose a cable as possible so [TS]

  we'll use USB see that has data and has power and can do all [TS]

  other things but at the same time no one went and took away your macbook pro or [TS]

  macbook air so if you want a multi-port they would very kindly walk you over to [TS]

  the table on the apple store that has your multi-port wonder machine waiting [TS]

  for you [TS]

  yeah there's one the complaints about that are more like it's it's not that [TS]

  they took away again they didn't take away any of the products that were [TS]

  already being sold so whatever you did like you could still buy it's more like [TS]

  they didn't build the next generation machine that you wanted [TS]

  yes you wanted a retina macbook air and they didn't give you that right and if [TS]

  that's the same sort of thinking that you know would have led us to have you [TS]

  no floppy drives for another decade or vga ports for another decade which you [TS]

  know other companies writing you know making you know wintel notebooks will [TS]

  meet your needs if that's where you're thinking but Apple you know you're on [TS]

  the wrong side of the fence if if that's what you want Apple to do and their [TS]

  concessions I mean they made the screen so thin that they couldn't fit the set [TS]

  index for a decent web camera in there and they absolutely had some do some [TS]

  things were just physical constraints on that and something for economic [TS]

  constraints because they use technology that I don't see from the future to the [TS]

  sounds corny but it's a very progressive machine and things like the force touch [TS]

  trackpad it's cool but it also means the physical mechanism doesn't have to be [TS]

  under the trackpad anymore it's just logic and so they can make that [TS]

  incredibly thin which again translates into like lightness so I I could take [TS]

  this macbook and like an iPad throw in the inside pocket of my winter jacket [TS]

  and just did that the other day just went to the coffee shop with it it it [TS]

  has almost no appreciable wait now I so you know I i really can't see that as [TS]

  indicative of bad design i would see this the macbook is indicative of [TS]

  significantly different set ordering of priorities and I felt like all our [TS]

  friends have these handfuls of adapters on Twitter all time and I just really [TS]

  wanted you know that that's not the computer for us yeah it's okay that it's [TS]

  a computer for somebody else you're really it's okay if you want a macbook [TS]

  pro absolutely i love the 13-inch macbook pro it's got the forest trackpad [TS]

  to it is a great machine for anybody who wants to have tons of done supports and [TS]

  accessories and things [TS]

  I think that more or less covers my list anything else you wanted to talk about [TS]

  i'm just the the end of the knee the year stuff which is Williams Schiller [TS]

  and screw geez you're older and you kind of mentioned obliquely the beginning [TS]

  yeah well we mentioned Williams ceridian really have really i really think and [TS]

  you know this more than I you're better source than but it's really not a [TS]

  promotion it's a recognition of where he already you know what did you how did [TS]

  you put it you do the work first and then you get the promotion [TS]

  yeah there are so many people who are surprised that you like they just [TS]

  assumed he was an SVP already right right right like that that was an [TS]

  official the the part that maybe if we don't know the answer to is the Schiller [TS]

  taking over response or you know being named as being responsible for the app [TS]

  store [TS]

  yeah which I don't think is and again who you know we're not in a position [TS]

  that no in the number of people who are is very very few and they're not going [TS]

  to talk about it but whether it is seen as a BF a gentle demotion of it for Eddy [TS]

  Cue I don't think so but it did require I mean technically it did require his [TS]

  bio to be rewritten such that he's no longer listed as being in charge of the [TS]

  app stores [TS]

  yeah I mean it's really into and again it a lot of this is technical details [TS]

  like the app store still runs on itunes all those servers are not being [TS]

  physically moved into fillers office and the infrastructure and the and the [TS]

  backend CMS all the things that run the after that's all still itunes plumbing [TS]

  and that'sthat's not be moved over was being moved over things like store [TS]

  management and editorial which you know I just historically has been part of [TS]

  that is work because he was that's what he ran as part of the music and and the [TS]

  movie business in the podcast which have had editors and store manager since the [TS]

  inception of of that business right and some things like this stuff that's [TS]

  clearly developer relations has always been under Schiller which is with ilysm [TS]

  ndr an app store review [TS]

  yes appstore review it like it is kind of crazy and like you said I think it's [TS]

  really just the way that this evolved out of going back to $MONTH 2008 you [TS]

  know when it was like well we've already got the itunes store [TS]

  and we're going to do an app store we can build it on top of that and we've [TS]

  already got the credit card and people already have accounts and we already [TS]

  know we already have the content distribution networks we already have [TS]

  all of this and so you go from there to here and you're left with this scenario [TS]

  where the person who's in charge of developer relations which was Schiller [TS]

  wasn't in charge of App Store editorial yeah because he's not in charge of [TS]

  movies [TS]

  that's right i casted but it never would have been like that if it had been [TS]

  designed from the ground up as a new thing if they had instead of building on [TS]

  top of itunes the itunes music what was once just the itunes music store if they [TS]

  hadn't built from what started as that it never would have been under any Q in [TS]

  the first place I don't think yeah and it led to a lot of issues for example [TS]

  famously last year where extensibility came up from craig federighi is [TS]

  organization from software engineering great feature and it gets announced then [TS]

  it comes out and because when new features launch when a new version of [TS]

  iOS launches it's a madhouse there are so many apps to review that they if they [TS]

  do not crash and not detected have anymore they just go out and then [TS]

  anything that he's got past the review is allowed to be featured by editorial [TS]

  there's just there's no offense but it's a binary state this app is approved we [TS]

  can feature if we think it's a great app so they go through and feature all these [TS]

  things and that again is in Eddie's org and then later when things calm down [TS]

  everybody has time say well this is not exactly the experience that we wanted we [TS]

  didn't want anybody to put a calculator in widget space because they're so high [TS]

  ram constraint is such a big potential for crashes we don't think the average [TS]

  developer has the engineering but they don't know it's James Thompson wrote you [TS]

  know the doctor something that's just the average developer will not be able [TS]

  to make a good app experience here so we'd rather not open that up as a [TS]

  possibility and reject it can't have a rule that says if you're good as James [TS]

  Thompson you can write a calculator for the widget view and if you're not you [TS]

  can't the kid that's not enforceable and they don't know because they haven't [TS]

  made thousands of widget that they've made one or two internally to test on [TS]

  and that's not a big sub so then after a while they see that this is great it's [TS]

  not obvious benefits and they go and rewrite the rules and that might [TS]

  actually be it's a horribly ugly process and it makes apple look like they don't [TS]

  communicate and it creates a lot of concern for developers but it gets it [TS]

  matter two weeks as you have this fundamental change in the app store that [TS]

  otherwise might take [TS]

  whole revision of iOS before you get too yeah I hope though is that it's also a [TS]

  sign and then not just that it's a more logical place in the org structure for [TS]

  it app stores in general to be but my others sincere hope though is that [TS]

  Schiller because he cares about this stuff and I know that he does that he [TS]

  will make it high enough priority that it will improve in ways that I think it [TS]

  very clearly needs to improve you know there's there's some things that are [TS]

  like anything that's infrastructure based if people had complaints about the [TS]

  lack of analytics for the latter or how bad iTunes Connect work or the lack of [TS]

  resources being given to mac app store because they weren't parody that's all [TS]

  under any cute because that's his team that that does all that but app review [TS]

  was under phil schiller and if you complain about the rejections about [TS]

  developer relations that was all on him but then there's this middle ground that [TS]

  you who is in charge of upgrades and who is in charge of trials and who that was [TS]

  split across several people someone had to make the feature someone had to agree [TS]

  it was a great it was just a lot of confusion think maybe confusions the [TS]

  wrong word but there was no clear authority on that one of things that I [TS]

  would have been asking for a long time is just a clear vp of App Store now it's [TS]

  even better there's an SVP of App Store and a lot of the people now are aligned [TS]

  straight under underfill and hopefully they're still going to be a hard time [TS]

  you get a new engineer you gonna put them on mac app store when there's a [TS]

  hundred things to be done on the iOS App Store where all your money is that takes [TS]

  an executive was going to say this is important enough that i'm going to [TS]

  expand those resources in a business that doesn't make us as much money or [TS]

  they're going to say I know that we're making a fortune and everyone using a [TS]

  super happy and cranny question super happy and called clash of clans super [TS]

  happy but we have a legacy we believe that this stuff is valuable that [TS]

  quantity is not what matters anymore quality is what matters and we're going [TS]

  to make it our business to make sustainable apps for any developers [TS]

  because we believe that they're crucial that takes someone of a single person [TS]

  like a filler to drive through [TS]

  yeah and I really hope that that I hope that's a sign of it and that's how I'm [TS]

  taking that part of the year-end executive news i don't know what else to [TS]

  call it because again it's not really a reshuffling maybe the only thing that [TS]

  got shuffled is is the app store and even there it was really more than it [TS]

  got clarified that ok this is something that deserves to be [TS]

  got clarified that ok this is something that deserves to be [TS]

  under one person not split across several organizations and I think [TS]

  internally a Cuban would argue and II don't think this building you say that [TS]

  Eddie until have different opinions on things are different people but it was [TS]

  sort of tassili known that phil schiller if you cared enough about something he [TS]

  would be the sort of the final word on things and now it's official the same [TS]

  way Craig federighi has iOS and OS 10 Angela arias has a retail and online is [TS]

  Tim Cook has been consistently making an end unit desperate Jony ive has all the [TS]

  ID and hi10p book has been making apple sort of more combined more more clear in [TS]

  their organization and this feels like it's something that should have happened [TS]

  a long time ago when I needed to happen [TS]

  yeah and I wonder you know whether it's just you know maybe it was at the stroke [TS]

  was this planned all along was like the straw that broke the camel's back the [TS]

  weird Mac App Store signing you know that we switched SL versions and broke a [TS]

  whole bunch of stuff and was that the straw that broke the camel's back was a [TS]

  lot that's a lot of things that again when you look at in isolation that makes [TS]

  then you know they moved to a new certificate early and people were using [TS]

  such old versions of openssl that it didn't work with issues with that Shah [TS]

  Jahan Shah to whatever sha-2 details don't matter the no absolutely it's [TS]

  really just was never should have happened and it's funny i'm still [TS]

  running into it I just launched an app that a app that I use very infrequently [TS]

  just launched it the other day and I still ran into the you know now you have [TS]

  to sign into the app store again just to launch this app i open my macbook pro [TS]

  for the first time in a month and a half and none of that I had that i had [TS]

  rebooted and upgraded to all those apps were bailing on me the thing that that [TS]

  to go back to you . previously but none of these things are easier though I mean [TS]

  it eats I don't say it's easy but we can all say we want upgrades but at some [TS]

  point someone has to implement it or they want trials and then you have to [TS]

  answer the question is how long is a trial if I download the app but don't [TS]

  try to immediately can I try it later if I try it get distracted can I go back to [TS]

  it if i delete it and download it can I try it again [TS]

  what happens if I put a bunch of data and the trial runs out can extract my [TS]

  data that's my personal information and simple [TS]

  there's all sorts of questions that have to be answered but it felt like that [TS]

  that process hasn't necessarily been been started or at least not fully [TS]

  explored and hopefully now when you go down the line of those different things [TS]

  that people want from the app store at least maybe there's a chance that [TS]

  they'll be reconsidered couldn't say it better myself [TS]

  anything else not hit me [TS]

  Apple pay expand is it was the other things i think it's smaller in but it's [TS]

  coming to china next year which is going to be a big deal but I what do you think [TS]

  alright last but not least a year from now when we're doing this for 2016 is it [TS]

  going to be easier or harder or about the same i i i don't think it's going to [TS]

  get any easier i think apple is growing and it sounds silly to say that the [TS]

  world's biggest company is growing but they absolutely are and we were gonna [TS]

  get the iphone 7 next year is going to be a redesign the ipad air three is [TS]

  probably an imminent by now we're going to have whatever that forage yeah the [TS]

  new Apple others there's gonna be a lot of stuff and is there's going to be [TS]

  served we didn't even talk about jeff williams and his medical history is easy [TS]

  running medical for apple stuff to which could turn into something else entirely [TS]

  and and who knows what we don't know about Apple because they try out a whole [TS]

  bunch of different things they they have their eye on a lot of different [TS]

  industries i think next year I don't think we'll get the impact this year was [TS]

  unusual that we got not just to kind of new products but to whole new app stores [TS]

  and that just doesn't happen i don't think we'll have the same breath of [TS]

  stuff next year but I think we'll get the next version of all this stuff [TS]

  yeah my guess is that would be will spend a lot less time talking about new [TS]

  products that you can actually hold in your hand and more time talking about [TS]

  new integration software wise like it'll be a little bit more of a nebulous [TS]

  discussion but more along the lines of health kit and stuff like that and [TS]

  integrating the way that that all of these things work together for handover [TS]

  itunes and there's so much things that they could be working on guest mode for [TS]

  the iphone if they're going to switch to LED displays and whether they're going [TS]

  to need night mode for that because its concerns there's so many interesting [TS]

  things coming up [TS]

  yeah well thank you tonight there is also in it if you haven't heard enough [TS]

  about this year in review [TS]

  there is a giant feature at the I more [TS]

  urine review where links back to just about everything you guys did covering [TS]

  all this along the way I put that in the show notes [TS]

  yeah what podcast on what you want to do people like your voice where we're going [TS]

  to hear more i do a podcast with little-known montreal celebrity guy [TS]

  English called debug we just had an engine otra con Melton and their box of [TS]

  wine back on and they talked about management at apple and retention it [TS]

  would you follow up to show that Michael opted with us a couple weeks ago on on [TS]

  similar issues and to me that that you've linked by several times on that [TS]

  to me is one of the most interesting topics about apple now is how they [TS]

  manage their assets and how they retain their people absolutely a guy said years [TS]

  ago just plainly you know clearly let post Steve Jobs the number one problem [TS]

  facing apple is retention talent [TS]

  yep and I as the you know I don't think it has become a problem only gets gone [TS]

  bad but i think it remains the single biggest biggest problem you know and one [TS]

  way we're seeing it and I know that you've heard this is the way that [TS]

  project Titan is you know the car apparently so we think is taken in so [TS]

  many talented engineers from across the company that it's created internal [TS]

  conflict of come on you cannot keep taking you know people who are working [TS]

  on things they're just trying to improve what's already there are already you [TS]

  know there's there's tension in the company of you know the car people [TS]

  cannot take take all of our a talent you know going forward which is interesting [TS]

  because most people haven't spoken about the car in terms of a software stack yet [TS]

  that's probably one of the most interesting parts about it [TS]

  oh absolutely but it's also interesting to think that is Apple expands and does [TS]

  more products that retention can be a problem [TS]

  not necessarily for the company because I say you haven't worried you have an a [TS]

  talented engineer and she leaves from working on working on uikit going to you [TS]

  like example right are going to the colonel of the operating system for the [TS]

  car or something like that [TS]

  well Apple hasn't lost any talent but the you know I OS has right so it's [TS]

  interesting to think of talent retention not necessarily being accompanied why [TS]

  product but being a problem but a problem for just the existing products [TS]

  as opposed to the new and it's funny because with steve jobs in the iphone it [TS]

  was you can only take internal people not to trust anybody else with this and [TS]

  now with watching now at the car it's like so you can have some of them but [TS]

  we're gonna fight you on the others and right so i think that's super [TS]

  interesting i also want to thank you for sponsors we had for the show today the [TS]

  brower group who do the u bar and their new mirage mechanical watches [TS]

  hello with their hello pillows hello pillow . com / talk show [TS]

  automatic the smart dingus for your car and Harry's high-quality razors blades [TS]

  and shaving products a thank-you thank-you so much happy new year and may [TS]

  the force be with you [TS]