0:00:00ladies and gentle- men daring fireball Productions is pleased to welcome you to
0:00:07mezzanine in please silence your phones take your seats and welcome to the stage
0:00:14you look nice today
0:00:35I am i Merlin Mann I am an implicit or and we're used to having our friends Cup
0:00:46simpson out with us cut simpson everybody got simpson
0:00:52Merlin Scott Simpson I have literally no idea you I
0:01:02I was not under the impression that that was with something that I was folding
0:01:07under the rubric of my I had also like likewise assume that John would be
0:01:15taking care of this notifying are great to be here he is doing tonight going
0:01:22really really well I see so many 5799 friends in the audience that's she's no
0:01:47he is great here to celebrate I was there in the beginning I was always
0:01:59there for a while
0:02:00me too I love his out already
0:02:03he remembers to close the bracket like I am to him here for him to rate John
0:02:21Gruber well here that interesting no greater clam chowder you don't notice
0:02:31any kind is the biggest company in the world like they're doing fine you notice
0:02:40that yeah but with the cash off because it doesn't really matter nearly as
0:02:55popular guy he's seen that is true that much much shorter in person
0:03:13yeah i just i just i I was there every step of the way I wanted to be there but
0:03:22we're here for him tonight john grew a little bit like you're defending him of
0:03:37course he is the reason that I am Who I am today
0:03:40you never had every way in every way the man you are now because I don't get that
0:03:47Apple had a site stuff it's the well you know it's his passion is singular
0:03:55passion and vision over the whole landscape of Apple of apple and and
0:04:00culture of Apple celebration concert at a location that means church something
0:04:05very dear to media and technology are you doing right now I don't just I'm
0:04:11gonna literally you but we're not about me it's not about me know okay okay so
0:04:23it's like a personal project for me
0:04:33John's sponsored reads I don't know the guys remember when he started doing
0:04:38these it was just you know you can always pronounced fracture yeah
0:04:45most pronounced most words and she asked if we both love being on the show we do
0:04:53I love that I mean I had a great time as a guest on the show the reason in real
0:04:57time
0:04:58second third time you just see ya around the master yes yeah you you'd sort of
0:05:07you sort of make up a story about the sponsor of Christmas lights in front of
0:05:16the queue system words is kind of just the general like chef salad of words
0:05:23that come out but here's what I did I i noticed that he had difficulty really
0:05:28selling selling the product
0:05:30early on and I took him under my wing and I molded him like a child to you
0:05:36yeah yeah that's so there is some sort of ownership over John sponsorship reads
0:05:43which are really world-class the really good less they are literally not the
0:05:51worst in the world so much every week
0:05:54anymore but that inspires you would like to see a child
0:05:58the swing set and I'm gonna push you all I'm saying is used to be and now he is a
0:06:05giant in the sponsored reads world you know it's it's it's really true our
0:06:10thanks to John Gruber
0:06:15is that it is not always good and that is why it is a tremendous tremendous
0:06:23honor for more than an ITV here is a reason we call the chairman
0:06:28ladies and gentlemen John Gruber
0:06:41thanks
0:06:50the annual live from WWDC talk show I am Junger this is the talk show I'm
0:07:02assuming most of you familiar with the situation
0:07:07have some administrative stuff to take care of before we really started to show
0:07:10proper I will reiterate like I did last year we have an open bar and we have a
0:07:17great sponsor we can thank for that you were all drinking on their dime that's
0:07:21MailChimp if you don't know mail jam and you ever have the need for email
0:07:30marketing really check them out MailChimp TACOM not kidding I remember
0:07:36the judge remember this two years ago there's a minimum here on the bar and we
0:07:39came up short in it and it was very embarrassing to me and I told you guys
0:07:45this last year I seriously drink and we went way over last year that was pattern
0:07:52pattern so do that again if you're thirsty go get another one would
0:07:56seriously my thanks to them first time this year we have live video so we are
0:08:05hopefully going out to the world at large
0:08:10matter to be here live but second best watchin on the stream and that is thanks
0:08:17to fracture you guys know factor
0:08:22every year doesn't know fracture well if you don't have this great service you go
0:08:35to fracture me.com that's a website you send them your photos they print them on
0:08:41glass there's no frame around it it's just right there on the glass it looks
0:08:46amazing they have great prices they have sizes ranging from these index card all
0:08:52the way up to big 23 inch by 2029 in size
0:08:56can't go wrong go check them out and have a special code just for the show
0:09:00they want to see just how well the show did if you use the code WWDC very easy
0:09:07to spell your save 15% on anything you were so that's a tremendous deal thanks
0:09:15to fracture and last but not least the event itself is sponsored by a small
0:09:21software company and Seattle they're coming from Microsoft Microsoft all the
0:09:33time
0:09:35but no joke here's the thing if anybody here as anybody here been to the show
0:09:41before in previous years so this is their third year sponsoring the live
0:09:47talk show i mean this is you know it's not bad
0:09:50odd anymore it really is and and they've really pivoted they've made major
0:09:57investments in in their developer tools and their cloud infrastructure and built
0:10:02it out in a way that is just tremendous for iOS Mac developers even Android
0:10:09developers but any platform they're really have grown being just about
0:10:15windows and it's great stuff we use it at best before saying rsync system has
0:10:19never had a problem due to the hosting stuff there it is absolutely rock solid
0:10:23I recommended even if they weren't sponsor I would recommend it but check
0:10:27them out they have a special website that they've made and it's for their
0:10:31appeal to app developers regardless of your platform and the website is any app
0:10:38Annie dev dot com a NY AP be a NYD dot com go check it out that's the message
0:10:47to you but they're all over the place is your day sponsored beer bash last night
0:10:53they sponsored all cohn also integrate some I thanks to them
0:11:04so I want guests for tonight and it truly is I used the words all the time
0:11:14when molten on the show a very special guest that's that's not a very special
0:11:18guests this time I do have a very special guests and I am very excited to
0:11:27introduce him
0:11:28ladies and gentlemen I shit you not shown
0:12:15is always
0:12:40yesterday when they finally introduced all the things I was expecting so I
0:12:50think it went amazing I was so impressed and everyone did a great job from Tim
0:12:57onto Jimmy and a lot of work goes into it you know I don't think a company on
0:13:03this earth could have done better I heard some laughter when you said Jimmy
0:13:14one person who did not appear on stage was which was highly unusual how many
0:13:23how many had been on stage prior to that I have taken part either presenting are
0:13:29demoing over 50 keynote tomorrow so we should not for 56 would've been like joe
0:13:41dimaggio I know there was no other reason than it just worked out that way
0:13:47this time and I worked really hard on it so that the opening with a Bill Hader
0:13:56short film was so great but like so over the top well produce like when when did
0:14:07you get started on I'm doing well
0:14:11a year ago we started thinking we need a really good video next year
0:14:15truly and I think about three weeks ago we came up with the idea
0:14:21by the way if anyone has a really good idea for an opening video next year
0:14:27szilard apple.com I'll take all suggestions
0:14:30redoing my only complaint is that it seemed to me that you cheated at the end
0:14:41because they look like
0:14:44so the idea of the video we knew it would throw some people so you're in
0:14:51that group that it started by saying yesterday's rehearsal it was meant to be
0:14:58in a secret location where they were rehearsing separate from any so people
0:15:04wouldn't know what the big production was and that was the reason that it
0:15:09looked different and that's our story and will stick to it that the rules for
0:15:21this interview actually extremely simple to me ask me anything i may not answer
0:15:28everything
0:15:31this is true but you know our PR rules if you ask me some questions I don't
0:15:37like you'll never speak to us again for the rest of your life
0:15:44not true whoever said yet doesn't know that word
0:15:55meanwhile someone from Apple PR is up there with a gun I guess stun gun so I
0:16:02can I go down and Adam is right there ready to come out and take over so it go
0:16:08on a serious question very serious and it's going to come out differently today
0:16:17a day after the keynote then I may be expected it to but I'm sure even notice
0:16:25that it it's not just this year it been growing over the last few years is
0:16:30people keeping track of the diversity
0:16:34speakers in keynote addresses various companies in various event and that one
0:16:40way that Apple has had an imbalance in that regard is the number of women in
0:16:47keynotes
0:16:49now yesterday that talking about streets that Sri was over
0:16:54Jennifer Bailey
0:17:00introduced a bill pay for the improvements that Apple paid and Susan
0:17:06prescod I thought he did you think that I read ESPN for the articles got a big
0:17:17talk to me about that like finally know in the back but honestly far from it it
0:17:30deserves that's good moral that finally yeah there's clearly some really high
0:17:38pitched guys out there are there were in the audience so i cant see anything
0:17:41that's awesome
0:17:42there the this is clearly a topic thats been growing and technology not just
0:17:52about out above all companies and particular here in the valley and it's
0:17:55it's long overdue and it's been gaining momentum that there are not enough women
0:18:02and minorities both represented across all technology companies it's time to
0:18:06start counting it attention to it but more importantly doing something
0:18:10proactively to help and and and there are a lot of things that tim has
0:18:17champion in in driven at Apple now under his leadership and this is one of those
0:18:21things on the rest is deeply about diversity and apple and believe that
0:18:26this isn't just something to do because people tell you to do it but because
0:18:29ultimately we will make better products and our customers will get better
0:18:32products because you have a diverse group of people are bringing their
0:18:36talents and ideas to making those products and ultimately you'll do a
0:18:40better job and we'll all be happier if so how do you do that with their number
0:18:44of things you do one of them is you present some role models and say look
0:18:47you can be a young girl and Technology who wants to learn to become a
0:18:52programmer become a marketing person whatever and there are people who have
0:18:56gone that path and successful and you should look up to that want to be there
0:19:01and and and he cares deeply about it and so we were really happy with this show
0:19:05that we had both Jennifer answers and had you know their roles are deeply
0:19:11involved in exactly what they presented
0:19:12jennifer's worked on a paper on Start type in working with Jennifer at Apple
0:19:18since early eighties early nineties susan's worked on my team for a good
0:19:23decade now doing product marketing and not only are they really smart great
0:19:31speakers deeply involved in passion about Apple but those were two vice
0:19:34presidents and Apple right there there there in leadership roles and so that's
0:19:38good it's a start it's we want to see more and more of that always right
0:19:49ok a woman or somebody else or personal color to go on stage because the way you
0:20:04guys it's the people who are responsible for the thing doing so there needed to
0:20:09be a news for Jennifer Bailey to go out and do it exactly that's even better
0:20:17though because it means that there really are in these positions of
0:20:20influence and you know getting shipped up yes
0:20:25alright what kind of deal he's a Duke fan and then why the championship is a
0:20:39Warriors fan they've never even been in the finals for another in the finals
0:20:43what is going on there
0:20:44well let me and wine that question because there's two different parts to
0:20:50it first do no secret that he went to do in a fan since he was in college he you
0:20:59know good friends with Coach K
0:21:01don't know you can ask about Coach K's the greatest winning and double lady
0:21:05coach and and so rooting for do a big gamble that they are going to win some
0:21:11championships because they can do it whether it's true or not but he has
0:21:15ruled for them since college so that's that's not a big deal to make that
0:21:20happen that's happening but the Warriors ed has been a fan of theirs for a couple
0:21:28decades going to games so he's been through some lean times and he's do and
0:21:34so so if you know like I do and we're really great close friends and he is one
0:21:40of the most loyal people you can never have as a friend or coworker and so he's
0:21:43been loyalties sports teams and the last thing else and this is if somebody is
0:21:48doing a deal with the devil for the Warriors that's one crafty deal because
0:21:52it's been like two years without a championship
0:21:54you're not a good deal maker I care
0:22:00yeah alright let's get down to some of the products they're you guys talked
0:22:05about yesterday and WTC so I think I'll stick roughly to the order going you're
0:22:11almost an El Capitan time you said it well last show
0:22:26I'm a good guesser
0:22:34at least one of you did
0:22:40there are definitely new features some of the features are very cool I love the
0:22:50mouse shake thing I'm serious I been tryin 5 k iMac I need to know where my
0:22:57masses but there is to be any way back in like the engine that did the same
0:23:04thing yes when the screen 29 inch iMac screen yet to delete this define occurs
0:23:12or what was wrong with us but but but yeah I kid you not I did it this
0:23:18afternoon I was working on some slides amana 27 inch iMac and I went and i
0:23:23think im not on El Capitan yet on the system is not working it becomes very
0:23:28intuitive very quickly in large part I guess there are some new features but it
0:23:34is mostly like a stability in refinement release of OS 10 or at least in large
0:23:40part that's part of the focus on that was what led me to guess I'll cop it on
0:23:44because it's laying there was leopard and Snow Leopard which was sort of a
0:23:48lets new features and working on reliability and then there was lying in
0:23:52mountain lion and I thought there's no such thing as mountain yosemite so
0:23:59various to budget to your show you to your points no we don't think of it is
0:24:08only a stability and performance release that is a big part of it but the
0:24:14features the teams have worked on we think will matter told us in our
0:24:17everyday lives using these these systems and they took a lot of work in some of
0:24:23them will have significant ramifications for a long time I think most of all with
0:24:29metal on the Mac on that huge opportunity for all of us so I think
0:24:34it's really important things in this yeah I guess and it really does sort of
0:24:38like this virtuous circle where all these game developers top game
0:24:45developers cranking on iOS games for years and adopting medal very quickly in
0:24:52the last year and already having code ready to go and it really does iOS is
0:24:58really helping the max here in terms of elevating back as a gaming platform
0:25:02absolutely especially in this case it's great leverage there but it's not just
0:25:06for the gaming and that's a big part of it it's great for pro out and and we've
0:25:11seen that though we came in and did some work and what really impressed with what
0:25:14they could do on it and our own teams have done it with systems talked about
0:25:19the graphics software layers from the system starting at accelerator with it
0:25:23we see big benefits so it was a systemwide opportunity my senators
0:25:27wanted to thank you for the gaming
0:25:31but there has been in the last year I Asia talking point gained a lot of the
0:25:46basic gist of it being Apple's software reliable Aziz and got out there I don't
0:25:53forget somebody wrote something about that lets us deal with the off in the
0:26:03room Marco
0:26:10so there's a reason many of you read Marcos like he's a smart guy and he's a
0:26:18passionate guy and I read his stuff to do so and so complete respect for your
0:26:26perspective and your belief don't share them in this instance but I respected
0:26:30and I mean that there is some house stuff in it so there is no doubt with
0:26:46every week there's bugs in the things we head on into things that the team's
0:26:49passing on getting out there and fixing but we're also very careful about
0:26:53trucking crash logs and AppleCare calls and Genius Bar visits and we've never
0:27:00tool that is able to follow a lot of user forums to ascertain what the
0:27:08complaints are and try to really gather a good metric to metric on all the
0:27:13issues and in this case I do think the storyline isn't really accurate with the
0:27:20reality not to say there are bugs in on things driving people crazy there are of
0:27:24course the wrong but it isn't a change in fact if there's any change I think
0:27:30the biggest change in Yosemite truthfully over the last year was that
0:27:35we had a faster adoption rate of OS 10 days of any Mac OS in history and so you
0:27:42saw a larger number of users faster in the release cycle in more diverse
0:27:46networks in environments and different uses and that surface even more things
0:27:51that would kinda has happened over slower RAM and so there were things to
0:27:56work on no doubt about it but i wouldnt say its wider thing going on in any way
0:28:05the feedback I got like you guys were taking a little surprised by that
0:28:10because a lot of the things that you measure
0:28:13we're all saying this is better than before we're seeing fewer crash logs per
0:28:17user were saying you know you are a certain problems and I kind of feel like
0:28:21maybe lost in the shuffle there is that a lot of the problems people were having
0:28:25weird things that don't even generate crash laws and it's sort of like this
0:28:33discovery do stuff is just like my printer just isn't connected anymore but
0:28:37we take the good with the bad that's ok I get it out of your system lets you
0:28:52know there's an example where I think everyone should be proud that if we're
0:28:57going to try something it's great to try things sometimes it's ok to take a risk
0:29:01you don't want everything to stay in never change but if things aren't
0:29:05perfect and people are telling us they're not happy with how some things
0:29:08working here we are we haven't shipped yet already dealing with that within
0:29:14this one year cycle inside of that to make a big change to make things better
0:29:18and I think that's a sign of how much the team is willing to to analyze what
0:29:24the situation is and do whatever is right
0:29:33the record before next time you guys do read the radars that they file yes
0:29:45next up with iOS I was nine and there's a lot and I was nine and there's the
0:29:53multitasking and the keyboard and trackpad all to me just a bit is for a
0:30:01lot of people this becomes a lot more of a productivity machine than a huge leap
0:30:07forward for advanced iOS users iPad users in particular the iPad features
0:30:12that the team for the last couple of years has been looking at what we think
0:30:17would be changing experience remember when we launched iPad the very first
0:30:21iPad a lot of work went into rewriting all of the applications the system to
0:30:26take advantage of a big beautiful screen and and some a lot of thought went into
0:30:29that and then we know that all the world and saw how people use it and then we
0:30:34went back to it and said well what are the next thing to do you need for iPad
0:30:39to make it a more productive more useful product in the in the things you do and
0:30:43and one of the things was to help you use multiple applications in new ways
0:30:48and actually took a couple years of development to get to this it was like
0:30:54someone woke up six months ago and said hey let's do multi-window multitasking
0:30:58on this it took a while to for example put all last year the size classes and
0:31:03auto layout in iOS in so people can develop especially for iPhone 6 and in
0:31:10six-plus but we knew that by doing that work we were laying the groundwork to
0:31:14make this happen without catholic and as well so some of these things take
0:31:17multiple years to put everything in place to do it the right way as you can
0:31:21rush out and do it the wrong way and then we don't like where we are I
0:31:24thought it was the I was sitting in the middle bit further back I was really in
0:31:29the mix with the developers to you and I thought that that got the weirdest
0:31:33reaction like the most mixed reaction from the crowd was when Craig said
0:31:38you've already done the work if you've been listening to us and done this
0:31:41autumn
0:31:42you've already got and and there was this really mixed reaction where C Mike
0:31:46half of the developers were like and they fully understood how Twitter maybe
0:31:52came in and really did like 15 minutes of work and got got it working cuz they
0:31:56already had it and any other half the developers
0:32:08questions about 64 bit carbon nanotubes
0:32:25this car
0:32:35this is our audience well
0:32:4264 Carmen Joe got a loud
0:32:46is probably too many people out there it's all good now
0:32:56lasting I was big and I i really thought you guys hit several times I think you
0:33:01almost couldn't have been more clear and I really think it is the biggest story
0:33:07in the industry this year
0:33:10flashing ongoing but it's it's hard to summarize but its contextual awareness
0:33:18with your devices and services in terms of you know telling you if it's going to
0:33:24rain or Craigs example of knowing you're getting your car traffic patterns leave
0:33:31you gotta leave for the airport all these features and how the company a
0:33:40platform with the flip side how did you say it was the second most popular
0:33:49mapping app on iOS than the flip side of it is this privacy issue with data
0:33:58collection and all sorts of things are coming out once and Google is doing
0:34:01features like this you guys are doing features like this and and just by
0:34:05coincidence but the Annenberg School of Communication had is widely cited paper
0:34:10that just came out this week I'm sure the gist of it being that typical
0:34:16consumers do care about the privacy and the implications of the information that
0:34:21online companies like Facebook and Google are collecting they're not
0:34:25comfortable with a lot of it but they kinda feel helpless about it
0:34:29got it I guess Google knows where I am but you guys seem to have a different
0:34:34vision and and and the flip side there the last part of it are you with me so
0:34:40far I'm waiting for the question though is that a lot of people are arguing that
0:34:49implement these features well company has to collect data file ball away and
0:34:57sort of dossier on you otherwise the features don't work and you guys seem to
0:35:01have a very different dances and obviously this is not new this is
0:35:05something we believe for many many years and hope that it would get traction that
0:35:11more and more people would start to care and questioned the choices they have to
0:35:15make if ever there's a modern definition of a Faustian bargain this is it right
0:35:20which is that if you want to get the teachers give us all this information
0:35:24about your life that you'd really rather not and and and we will be for a very
0:35:29long time that that doesn't have to be the case and so we've built systems and
0:35:33processes all around the idea that in order to help users you can do things
0:35:39that are surprising and delightful and magical but we don't know your data we
0:35:45don't you know if there's something else to get through our server then it's not
0:35:49identifiable and if it can be done in any way on your device without going to
0:35:53a server then that's the better place to do it and that we think we can do the
0:35:56great experiences protecting users privacy and and that has been a boon for
0:36:01many years and now it's really becoming much more
0:36:06well received message and we're probably talking a lot about it because we think
0:36:11people do want to hear but we haven't changed our feelings are feeling for
0:36:15many many years sort of coming to a head now because it's his features really
0:36:20bring out the difference in the two strategies we hope so ill people will
0:36:25see that I can get the capabilities I want and somebody standing up for my
0:36:30privacy and somebody i mean one of the great things about Apple I believe is
0:36:34that customers trust us they could trust in the fact that we're
0:36:38trying to make something that's called they put trust in that we're going to
0:36:42support them they put trust in the fact that we respect privacy and security and
0:36:46do everything we can and and and i think that these these are the features that
0:36:50best demonstrate that today
0:36:59little longer but I was wondering if maybe that wasn't the longest I've
0:37:16always thought that maybe you guys have like a loose rule that you wanted to
0:37:19keep it under two hours we do we we think that in general you know people
0:37:27seem on the 145 22 10 kind of range but that's never perfect there is no other
0:37:34times when things going to be shorter or longer and in order to get it to the
0:37:39length we did we cut a lot of things we were very you know very aggressive on on
0:37:45trimming back on yeah well talking I was always thinking more about the power
0:37:50feature in iOS nine and how we you know we didn't even show the UI for that or a
0:37:55whole bunch of things that are there that actually really nice but we had to
0:38:00do and even then you know some people nobody seemed to get up and leaves I
0:38:04think we're OK
0:38:06but I think watch with a lowercase W are you trying to kill me
0:38:28give us time we we've been through many find naming things this is an easy one
0:38:41to many funny things through the year some very emotional funk some very easy
0:38:45and most of the time when all said and done you look back years later people
0:38:50say it all made sense together so so so I think we're doing the right thing I'm
0:38:58hoping that it like 3G S which was the one where they have a lot of your lower
0:39:04case as the 50 in any other case
0:39:10they said sometimes amid all things we decide we haven't done the right thing
0:39:14and we think we write in your will
0:39:22but then it really struck me is in the run-up to the release of the watch and
0:39:30in the TV spots that ran
0:39:34ended with the watch is coming and then when it lines I think probably right
0:39:40around the time today April 24 the watch is here and I thought that was such a
0:39:46great slogan but it also conveys the different position Apple is in now than
0:39:52even even 2010 with the iPad in terms of you don't have to say which watch
0:40:00thank you for liking the marketing appreciate that
0:40:04the I don't think of it that way as is necessary
0:40:09different when you look back with iPhone you may remember that we started the
0:40:14very first ad for iPhone was a teaser crowd during the Grammys what was your
0:40:18shots of people answering the phone and saying hello from famous movies and it
0:40:22was great and we don't have to say anything about it everybody knew that's
0:40:26because iPhones coming right and so was ok to do something and we have that
0:40:31freedom to express it that way so in this case the whole world was
0:40:35anticipating the watch they knew about the watch we had introduced last
0:40:39September and so we're getting closer
0:40:42there had been a billion stories written about it so we didn't have to say much
0:40:46more than the watch is coming in and show a lot of the designs and show a lot
0:40:51of the interface is one of the great things about the watches the variety of
0:40:55choice you have with it and so the the ad got to show that it created some
0:40:59energy and some uplifting speech to it to get that sense that they were
0:41:04building up to a moment of excitement here to watch is coming in in so I think
0:41:08it worked pretty well it alright developer question so watch kid was
0:41:16announced last year at the end of the year which I think because it was out
0:41:22before way before the watch months before so that developers can get ready
0:41:26for it and now here we are six weeks after the watch actually shipped and you
0:41:31guys I know it's how it's coming in the fall when it's going to ship but you've
0:41:35already spent all day in recessions it WZ learning about native apps on the
0:41:42watch do you think was work was doing watch kids first words rather than just
0:41:49waiting to go right to native apps
0:41:54time will tell and that'll be the judge of it but I think so you know we've been
0:41:58through this once before with iPhone and that model we had a year without any
0:42:03need about just web apps and then came out with the SDK and and all the API is
0:42:09necessary to do a good job at UPS and model works great
0:42:12people were frustrated during that time but it worked great and in this case we
0:42:17knew we were again need to finish the software at first version now before I
0:42:21could solidify the SDK need to do native out and so what do you do in the time
0:42:27before that you give developers an opportunity to do something on it you
0:42:30could have watched it and and without watch get enough value for certain kinds
0:42:35of upset it makes sense anyway the fullness of time even with the full
0:42:38native API's and obviously our belief was yeah it would it would help to house
0:42:42developers to use watching it from the beginning and there are many cost of
0:42:47apps that made the exactly what they want and they don't need to do more than
0:42:51that and use the full native version but others well and I think that gave the
0:42:55maximum opportunity for developers and so the one other thing we did that I
0:42:59think as we talk about the same thing you guys all time we talked about
0:43:03internally all the time and we said how people react to that if we watched it
0:43:08and then native so if you may recall September we talked about it and last
0:43:13year's developer conference we said and we will bring out a native API SDK later
0:43:19we wanted people to know that that was coming so no I wouldn't have done this
0:43:23if I'd known that we want to make sure that was transparency and openness about
0:43:27that
0:43:35I think album Music looks amazing I think that the size of the catalog is
0:43:46amazing I think it was the phrasing that they're moving the needle in the entire
0:43:52music industry I really do I kind of thought the segment in the keynote is a
0:43:56little long my big question this is rocketing towards being an old man I
0:44:09just don't know I'm very serious question so the basic proposition is $10
0:44:17a month there's a three month to get started you know what it's like to
0:44:21eventually but the basic idea for the long term is you pay Apple $10 a month
0:44:25and you can listen to a lot of people who want to pay $10 I think it's a great
0:44:33deal I really do I mean I think the family deal is a no brainer I really
0:44:37think it's a great bargain but I'm an idiot I've been paying for music my home
0:44:40I was I was so happy when you came out because I hated because songs did have
0:44:49the metadata and it's like you doing all this cleanup work just to get the file
0:44:53names right but is there a lot of people are there a lot of people out there who
0:44:59are going to pay $10 a month for visitors
0:45:01obviously we believe so we think that that once you see the service and start
0:45:07to use it you realize the benefits of having a really great girl eating
0:45:13curated lists and albums and playlists and things being recommended you when
0:45:18every time you see something say it like that don't listen to that I want to play
0:45:22this great are used up next time I go on my trip Okumu album I want that and not
0:45:27to think about it anymore you just getting it and then you know some people
0:45:31think that's all people will do or some of us who are older and older
0:45:36there's my favorite artists that I just want to buy it just cuz I do I'm just
0:45:41locked in my brain outlay of costs are you saw the iTunes store you can buy the
0:45:45things you want to buy
0:45:46you don't have to choose between the two models but once were on this for a while
0:45:51and all living and we understand social impact of music that's completely
0:45:55available to you I think it's going to change enough especially those that
0:46:00impetus coming from the curation and the recommendations that will keep you
0:46:04really wanting to do just at all that your library constantly what do you
0:46:11think can act is god that's gonna make it succeed where did
0:46:23a better name to start it's an opportunity to a bunch of levels it's
0:46:34different i think is much more been built from the ground up from an
0:46:40artist's perspective of what they like to share with their fans and how do they
0:46:43like to communicate and and so far connect the IRS will have a very simple
0:46:48ability to create whatever content they want videos audio tracks you know photos
0:46:55and lyrics and on and on and the ability to like and say what you care about and
0:47:01then instantly also sure to record other social networks you not locked into one
0:47:05network and the ability to communicate with with users not a one-way pie and so
0:47:11I think that it's a much more interactive environment and the ability
0:47:14to share a lot more and we'll see what we think that based on the artists who
0:47:18work with us on it that it's it's the kind of environment they want to
0:47:22contribute with fans off the record whenever we blow the never meet up
0:47:35think we do but he'll be like 20 minutes and will blow the whole thing talking
0:47:39about like cameras and James Bond movies and I tried so hard I realized it when
0:47:46when I get invited to this and I didn't have time to the one place you can order
0:47:49it was going to take two weeks I want to get this specter logo t-shirt to wear
0:47:53just for you but I couldn't you nice logo t-shirt but one of the things that
0:47:59we both share a passion for photography cameras and you know I get a type thing
0:48:06I have been thinking I think it's so clear shot with iPhone marketing
0:48:14campaign shows that you guys leave it to Apple has become one of if not the
0:48:21leading camera companies in the world
0:48:24in the old days being camera enthusiasts you really worried about the lenses you
0:48:37know and it still is with the other cameras but with today's era of
0:48:43photography it's really about mobility and it's not about lenders and center
0:48:50part of it but it's the software that processes the images off the center
0:48:55which is why there might be other cameras from other companies that might
0:48:59use the same sensors that you guys have a similar ones and the pictures looked
0:49:04the same and after that how do you get them on the phone and how do you send
0:49:10them to where they're going how do you edit it and drop it and fix the rotation
0:49:13and then two years from now how do you get back to that it's this whole circle
0:49:19but it's the iPhone but to me I would if I could have one of your absence gonna
0:49:28break for the next week
0:49:29phone app camera I want like gonna have to break
0:49:34you do see it the same way I did the camera capabilities of iPhone is for me
0:49:40one of the most personally liable an important parts of that has been for
0:49:45quite a long time and as you said we both share a passion for prosumer
0:49:51photographers no great so I don't know but I love photography on the process I
0:49:56love that bod that goes into it I have cameras of all different sizes and kinds
0:50:01and photography is really powerful and especially once you have been wheezing
0:50:05did you realize how this stuff is for the rest of your life and and and we've
0:50:11been putting a lot into it but I will start with the most important adage in
0:50:15photography anybody here is a serious photographer knows the the old line and
0:50:20it's true it's not the camera it's the photographer right a great picture comes
0:50:24from a great photographer not a great camera and and so that aside got that
0:50:30done we we've been putting a lot of effort for many years now to building an
0:50:35incredible world-class camera team and and working doing custom work on sensors
0:50:41building our own custom lenses are building our own Flash technology and
0:50:46most importantly the ISP and software that makes it all come together as a
0:50:51complete system and the same mentality that goes into why a math is better than
0:50:55the PC and wine iPhone is better than some other junky phone goes into the
0:51:00goes into the camera that it's a complete system designed together from
0:51:07the beginning to work together and and that's what results you can't just
0:51:11piecemeal but a glance with a sensor with someone else's share it with
0:51:15someone else's software get to the level results were able to achieve the way the
0:51:19teams work together to deliver a complete solution I have to ask us you
0:51:28guys have always had this well not always in the modern era of Apple
0:51:35there's been this idea
0:51:36good better
0:51:38whether it's a Mac or you know a lot of different
0:51:43good better best I think that with the current generation iOS devices going
0:51:501664 128 I think the 16 it's really hard to make an argument that good it's more
0:52:01like ok
0:52:1016 you know to be lower and so it has increased used to shoot video too so one
0:52:33of the hopes and and and maybe maybe we'll see how how we realize that all
0:52:38but belief is more and more as we use I cause services for documents or loser if
0:52:46you block user or you know for photos and videos the more were able to use
0:52:52these things and music in the cloud that perhaps for the most price conscious
0:52:59customer the person starting out at the beginning of the line are able to live
0:53:04in an environment where they don't need God's of local storage because these
0:53:08services are taking off more and more the load making life easier and they can
0:53:12start with the entry point that's lighter than maybe you want but gets
0:53:16their entire job done and we worked very carefully to campus and survey exactly
0:53:22how much storage people use a different price points and how much they need and
0:53:27and if we can give them a great solution storage there we can put that costs and
0:53:31other things to make sure they have a great camera they have a great screen
0:53:35and so it's all choices for the customer and and and and that's the hope as more
0:53:41of this stuff is in the cloud
0:53:42maybe we can have an easier entry point for some customers did say you wouldn't
0:53:47answer some questions
0:53:51I can't get much more than that
0:53:57what do you say to the criticism that Apple has gotten too upset with device
0:54:05with Euro per year iterations they're getting at a point where maybe if you
0:54:11would stop and kept the device just feel that extra space with batteries whether
0:54:17it's a phone or whether it's a MacBook that where you guys gonna saw a piece of
0:54:22paper first of all I think that feedback is always great to hear and your people
0:54:29tell us what they think and we always one want to hear what what things you
0:54:35want in a product is they all come with tradeoffs in benefits and and and an
0:54:39associated things if you want a product that sticker with a bigger battery well
0:54:43it's also heavier it's also more costly it also takes longer to charge it's also
0:54:49you know things there are all these things have ramifications designing a
0:54:53total system and and and we look at this very very very carefully the engineering
0:54:58team and industrial design team work together and model every thickness and
0:55:02every size and every way we we hold these things and we work with them to
0:55:06try to figure out what the future benefit tradeoffs are and I don't think
0:55:11we hit the point yet where we're trading off the new features and capabilities at
0:55:18the expense of the best optimize product I really don't i I love my new 12 inch
0:55:23MacBook I think it's an incredible product I use it constantly and I love
0:55:28that feels and and I love the iPhone 6 in six-plus and I think we've made great
0:55:34choices there and and and yes these this is something we talked about constantly
0:55:38but I think we've made the right choices of our two-part question what color is
0:55:44your new MacBook
0:55:47and how many USB port
0:55:55so is the space grey but I'm glad there's individual choice diversity is
0:56:06important the end and mine mine has has 1 USBC as you well know without needing
0:56:15question but again be careful what you ask for
0:56:20right because what the design team first envisioned when we started working on
0:56:26the book was to say if all we do is incremental slight change where's the
0:56:34excitement with the value of alkyl pushing things forward we need to take
0:56:38bold risks if people like it they can keep buying the medical care they can
0:56:42keep the MacBook Pro but i wanna we design a product that surround this
0:56:48wireless world that has really no physical connection that you need you
0:56:53can get by without ever needing that wouldn't that be a better world and in
0:56:57doing that we realize yeah but we do need to charges so let's go to create
0:57:02this one or two can charge and the USB video out and that way if you need to
0:57:07connect you can you not giving that up but this is really designed and if you
0:57:12do that how far can you push it how how things can get how you know how I can
0:57:18get you know how aggressive design can be and I think if I my job for one
0:57:24reason because I'm a customer like all of you I love these products I love this
0:57:28company I want this company be the best Apple can ever be and N one of the ways
0:57:34it can be the best Apple can ever be is to take bold risks and try to think of
0:57:38new things that others aren't willing to do I remember that this is all the same
0:57:42mentality as I remember what you got the floppy sure many of you all due to it's
0:57:48the exact same thinking i sat in the room with friends of mine who worked at
0:57:51other companies in Texas and other places and they said they literally
0:57:56they literally said oh my god I'm so jealous we can't do that we can't do
0:58:01that we can't take the risk because if the world isn't gonna be is going to
0:58:05risk in person and doesn't want us to take away anything then you know Dell
0:58:10doesn't overflow people to ship it does bother to shape up they're all the same
0:58:14except if you're missing one thing I want to buy your stuff you should you're
0:58:18so lucky you make something for your customers give you the opportunity to
0:58:21try something in a completely different way and and they they listen to you and
0:58:26I try it and if you have to adjust make an external drive for a couple of years
0:58:30great deal do it but you get to make that change and move on that's the
0:58:34embodiment of this new MacBook which is take a bold risk maybe some people will
0:58:39think it's not perfect them yet but for surprising number of people it's already
0:58:43their future laptop the customer satisfaction is off the charts on it
0:58:49customer demand is great does anyone here at the New Mexican mother so I want
0:58:58I wanted out with its bold and taking risks and trying new things and being
0:59:02aggressive
0:59:11couple of years half of my life
0:59:23Wow an adjective that was often used to describe apple with beleaguered and
0:59:34there were some hard times and there were yours truly the underdog and now
0:59:42there's no way that anybody could argue that the most profitable company in the
0:59:46world is the underdog but yet people still seem to manage to say that you're
0:59:53one step away from collapse
0:59:57does that surprise you that it hasn't stopped playing I don't think it was
1:00:01surprising in 1997 that there were a lot of articles predicting doom for the
1:00:05company do you find it surprising that their articles in 2015 honestly no I
1:00:14don't know if personally I don't know if I'd know how to act if people didn't
1:00:18write that in didn't say that because I've been through all that you know the
1:00:22real you read the stories you know there was a moment there were a couple was
1:00:26truly six months from gone out of business and we've been through this
1:00:30cycle and and and as you know so I'm really smart one said is there's nothing
1:00:37to make you take bold moves than a near-death experience and and we have
1:00:43that and and and having people tell you that you're not that smart your your
1:00:48products aren't that great you're not going to survive is actually emboldened
1:00:53you to do good work and and try to make things better and be aggressive in
1:00:58Hungary in and I think that's also the way out will should be and we don't need
1:01:02to be told how great we are hoping we are it's not about that and and and and
1:01:06we don't want to talk about that it's not about peds and it's not about market
1:01:11value I mean sure the financing must worry about that but the rest of us it's
1:01:15about a we making the best product that people love what we do as a changing
1:01:18lives and if and if it isn't then beat us up till it is and that's a good place
1:01:23and I don't remember any great progress we've made where people have in pinned
1:01:26in the press in the beginning I mean they began the iPhone AP and the iPod
1:01:30they payin the iPad and great you know because I don't know what a successful
1:01:36product is if it doesn't start out with people saying I don't get it and I don't
1:01:39like it
1:01:44it's great i really appreciate you being here and the time but but but we finish
1:02:00up do you remember the first time you heard you got in contact with me it was
1:02:08a long time ago on October 2004 earlier in the month the Yankees
1:02:17maybe it was September I don't forget when you looked over my favorite team
1:02:25here again he's taken at three games to nothing lead against the Boston Red Sox
1:02:30and I still have this tradition it's just been a number of years since I've
1:02:37been able to do it which is the postseason I used their logo instead of
1:02:44my star in a circle and they used to in the early years 2002 2003 when I was
1:02:51really greedy because the Yankees World Series every single year I didn't even
1:02:56count the division series I didn't change the logo until they got to the AL
1:03:01championship series
1:03:03those were the days
1:03:07well one thing led to another and I don't know what happened but somehow the
1:03:10Red Sox ended up winning that entails yes and there is a great show in
1:03:17baseball history so I wake up the next day and I was despondent the team's
1:03:24losing three games noting that I started a bad mood to take my work and distract
1:03:33me now and and this is back in the day when you didn't get the preview I don't
1:03:42forget what the subject was but this from Philip Schiller somebody's pranking
1:03:47me and I click on it and it's from Phil Schiller Apple dot com and it's John
1:04:00it's so great they changed the logo back they lost the game and it's so great to
1:04:07see the regular logo
1:04:15the eighties put up a good fight card will be coming back to you
1:04:23oh yes I remember that that week really well so my reaction morning was so
1:04:31bifurcate
1:04:33was holy shit I read staring fireball and it was like an icy dagger in my
1:04:42heart
1:04:43remaining warm blood in my body was just drained I was shooting for
1:04:55but obviously I grew up in Boston some of the Boston sports fan but I don't
1:05:06care how much areas in the ball I don't
1:05:10Brady fan and take it for what its worth so but that serious so the third game I
1:05:17happened to be on an Apple business trip in New York during the third game and i
1:05:22said im gonna watch the game and I said some of the hotel I'm gonna go with a
1:05:25good place to watch a baseball game so will the Mickey metal bar I said it's a
1:05:30Yankees game at the Mickey Mantle bar alright I'll go and I went and I whipped
1:05:34up a Red Sox cap was the only Red Sox fan in the entire Mickey Mantle bar and
1:05:38that was the game we got beat like seventeen six or something and I took a
1:05:42drubbing in everyone giving me a hard time and it was worth it because we
1:05:47deserved it and and so I thought I'd really taking the pain and those
1:05:52discussed the Artic thing that I could nicely and I i think i wrote that he
1:05:56know probably twelve times in different ways
1:05:59digging you teasing you tongue-in-cheek just add just the simple clean way
1:06:04that's the way to go
1:06:09anyway thank you Phil I want everybody here at mezzanine this place is great I
1:06:36have nothing but good things to say about you the entire staff everybody
1:06:39from sound security bartenders everybody let's give it up for them and he's
1:06:52handling audio tonight turning this into the audio podcast making sure we sound
1:06:57good I want to thank my sponsors MailChimp sponsored the bar
1:07:03fracture
1:07:06who sponsored the video did it did it it's hard to do right
1:07:27we tried
1:07:29and Microsoft Thank You Microsoft response
1:07:33also wanna get hurt and Jake Schumacher
1:07:39directors of the documentary the human story they're here tonight shooting as
1:07:44just to help with the video feed and everything like that that should be
1:07:49coming out later this year or early next year great movie that they're helping
1:07:53out with the video and then lastly want all you guys are the best audience in
1:08:06the world you guys get it I really appreciate it
1:08:10they say thank you thank you for that
1:08:20thank you Phil goodnight