The Talk Show

113: ‘A Tube of Lubricant for Your Life’, With Guest Matthew Panzarino

 

  also living life one out I tell you you know it's like you now everybody knows [TS]

  growing up but if you only have one eye you lose depth perception you know in [TS]

  and you can play with it for five minutes by closing one of your eyes or [TS]

  whatever but if you to spend two weeks with only one good eye fucking sucks I [TS]

  swear I'm always bumping into people like like in the supermarket or Shake [TS]

  Shack pump right into it because I have no idea how close I am people and not [TS]

  just depth perception right it's a blindside like a living with The Blind [TS]

  Side so you have you know things coming at you from that side and you don't know [TS]

  there until the last second [TS]

  yeah what did to me as a driving I mean that but I live in the cities but as a [TS]

  pedestrian when I hear footsteps at my lifetime I hear footsteps on my left [TS]

  from behind me its total freak out it really is it's bizarre because it's like [TS]

  i don't see them until they're in front of me like a primal response yeah well [TS]

  it's just years of city living [TS]

  I don't know you just hear footsteps behind you you know when you're supposed [TS]

  to see them if they're you know somebody's walking faster than you and [TS]

  they're gonna they're gonna pass you you just know when you're supposed to see [TS]

  them and for its like five or six feet off for me now it makes you wonder how [TS]

  Pirates got anything done and that's why they used telescopes and binoculars [TS]

  binoculars I only need one can you can I just get half off if I just have the one [TS]

  so Matthew panzer in a welcome to the talk show I can't believe it's been this [TS]

  long and then you've never been on the show [TS]

  yeah I was trying to get a complex you are my officially delegated surrogate [TS]

  from this week's Apple event two days ago [TS]

  yeah it was life casting we just had a permanent meerkat open its life casting [TS]

  camera on my text about that Abyei I just joined yesterday haven't done [TS]

  anything with it but what's the deal with that meerkat I mean it interesting [TS]

  for sure there's there's been like live streaming stuff like this for a long [TS]

  time now the whole just think on justin.tv thing which turned into twitch [TS]

  and the whole bit so there's it's not like this this is a new concept is just [TS]

  there's a bunch of factors that are all aligning I think created uptake of it [TS]

  like Twitter has critical mass now LTE is everywhere you know there's a variety [TS]

  of of little things that have kind of added up to I think we're going to see a [TS]

  little research into this but meerkat itself is interesting it's it's one tap [TS]

  you know you can start streaming immediately it doesn't require you set [TS]

  up an account cause his Twitter as a backbone its kind of compelling you know [TS]

  I'm not the kind of person is going just stream constantly but if I'm doing [TS]

  something really interesting like my first marketed was on a roller coaster [TS]

  Disneyland so couple minutes before I got in california screen when I open it [TS]

  up and start talking to people and you know before I knew it thirty forty [TS]

  people are out there and they're just watching me stand in a line for the [TS]

  roller coaster and said ok we're gonna get on I like a little history you know [TS]

  why this ruling system is different than other ones blah blah blah and I just SAT [TS]

  there like 30 people came along with me on the right I held it up I was in front [TS]

  row held it up and they rode the roller coaster with me which I thought was [TS]

  interesting so but if anybody out there doesn't know so meerkat is an iPhone app [TS]

  I don't think it's is there an iPad version is the iPhone now just iPhone [TS]

  iphoneonly no website no enduring not that I know of no iPhone only you sign [TS]

  in with Twitter you have to you know Twitter's the only option to sign in [TS]

  with your Twitter account and if you want to you can start streaming [TS]

  anytime uses the FaceTime camera or I guess either camera yeah you can flip [TS]

  back and forth and when you hit stream it [TS]

  tweets for you and just says whatever you wanted to say like hey I'm outside [TS]

  Apple event or hey I'm going on Space Mountain and then you know your Twitter [TS]

  followers will see the tweet and if they want to they they type of thing and it [TS]

  takes them over to the meerkat happen again [TS]

  watch it with you yeah it's extremely simple the interface just has a little [TS]

  robot icons that kind of show you the Twitter profile picture of the people [TS]

  that are watching and then they can when they reply to you in a tweet publicly so [TS]

  the conversation happens in public on Twitter oh right right right and that is [TS]

  essential to it is there when they reply to you the tweets show up in the app [TS]

  itself so you can hold like and I saw a bunch of people did this after the [TS]

  abdomen as they hold a meerkat session and Eli Q&A in their Twitter followers [TS]

  could say hey can I just buy the Milanese ban on my own [TS]

  yes yes you can you know we're never gonna ask the questions and you see them [TS]

  right and i think that that feedback that instantaneous access to people's [TS]

  compelling I have a good thinking about this like what does it do what what is [TS]

  the purpose I mean I don't know what the purposes I don't know whether they can [TS]

  be able to monetize it I don't know whether it's a fad you know I don't know [TS]

  any of that stuff to predict the future on that but it does seem interesting to [TS]

  me as a sort of empathy machine because when you see produced video of a person [TS]

  there's a disconnect notice about something else not live a study media [TS]

  and I think that snapshot meerkat find a lot of these things that are producing [TS]

  serve our content those are kind of along the lines of his empathy machines [TS]

  where they create a feeling of empathy with the person that you're watching and [TS]

  the person that's being and so that's an interesting thing to me whether or not [TS]

  the less I don't know but that's that's kind of something to watch I think it [TS]

  seems to me my first take and I i late to pick this up like I said I'm even [TS]

  signed up for yesterday [TS]

  maybe the day before but it and I guess when did it come out like last week [TS]

  yeah it's it's kind of a long story that they had this other thing and then they [TS]

  stopped doing it a lot of problems but this was an option to that and a couple [TS]

  of weeks ago they put it on product hunt and it just kind of took off from [TS]

  product and a bunch of the Technorati started using it and then you know [TS]

  because it's it's sort of an incestuous twitter group everybody started grabbing [TS]

  it and watching the streams and then creating our own cause like I said it's [TS]

  one tap so once you open the app you can start streaming immediately there's no [TS]

  complicated setup now and it's you know it does seem like a typical Valley [TS]

  venture play because surely that all this free streaming is costing them [TS]

  money means streaming is not cheap right right absolutely it's not it's it's [TS]

  gotta take a stun nice backbone of server architecture to execute and [TS]

  Twitter just actually bought an un- launched sort of version of mir cackle [TS]

  periscope we we're we heard that they'd bought it a week ago and I get some [TS]

  deals just confirmed it yesterday or whatever but it's very interesting in [TS]

  terms of Twitter accessory and yeah but that's interesting too though that [TS]

  they'd Twitter just by somebody who does the same thing because to me it seems as [TS]

  though meerkats play is to get bought by Twitter because you and I don't blame [TS]

  them like in some sense in some ways putting the business aside and who's [TS]

  gonna bite whether you're hoping the IPO or whether you're hoping its Twitter by [TS]

  you or somebody it's it's very interesting to me that the one and only [TS]

  way to sign into things Twitter that they're completely building it as I mean [TS]

  who knows they might change that in the future but at least right now it is [TS]

  completely built on the back of Twitter and like you said the the replies go out [TS]

  tweet everything is a public conversation outside of meerkat on [TS]

  Twitter other then the stream itself which is yeah and I think they did that [TS]

  to founder said something I was watching a little trip with him I didn't ask him [TS]

  personally but he said that they did it that way because their previous product [TS]

  which was also a streaming product of some sort if they had a lot of problems [TS]

  with trolling you know what people streaming in the people jumping on their [TS]

  creating user names or whatever and being acidic or or you know crappy to [TS]

  people streaming and so they they said that the public conversation actually [TS]

  work better for more on on point but and also it also sort of puts the onus on [TS]

  Twitter to handle the creation of throw-away spam accounts something [TS]

  Twitter obviously has to be doing anyway it's not certainly not like they're [TS]

  adding to Twitter's burn no no I mean it's a smart move to upload any of the [TS]

  complexities of creating commenting structure or account management to [TS]

  another network as long as your model is it hurt by the fact that you're not [TS]

  owning your network and so that's as you mentioned that's one of the key things [TS]

  like what are they trying to do well it seems like they need to be sort of held [TS]

  in the bosom of a larger thing unless they figure out a way to monetize it [TS]

  that doesn't remove the simplicity you know what are you doing your cat with [TS]

  like sponsored by such-and-such layered over the top of it I don't know maybe [TS]

  you know so you did a meerkat from outside the event yeah I did so I popped [TS]

  why did actually one kind of inside the event just before it you know they they [TS]

  typically get a commander-in-chief ustream sopcast streaming it or whatever [TS]

  so just a little bit before the event to let people see what was going on inside [TS]

  there and then a little bit from the demo room and let people walk around it [TS]

  and then I did so did a question Q&A afterwards in the st. Regis which is [TS]

  across the street and asset in the lobby their and answered questions people were [TS]

  tweeting me about the watch and the laptop it's tough to strengthen stream [TS]

  of consciousness it how many people do get watching us like the the final Q&A [TS]

  did I think I got like 250 or so yeah I mean as a fraction of people as remember [TS]

  this is a synchronous thing right it's you cannot it's not a synchronous in any [TS]

  way shape or form people have to be fully dedicated the whole street is [TS]

  given over to you this is why by the way these species are salivating right and [TS]

  looking at these apps and going like oh my gosh you know you're actually [TS]

  reaching out and taking over somebody's complete attention and their entire [TS]

  screen of the iPhone anytime you can do that i mean that's that's insane you [TS]

  know I think that the next five years is gonna be a true [TS]

  transition has already started to me it started with Instagram Instagram started [TS]

  iphoneonly and that's you know years ago at this point but I feel like Instagram [TS]

  was so far ahead of its time in terms of going at only 22 launch and I feel like [TS]

  the next five years is gonna be a transition in that direction and not [TS]

  even just phone only i mean clearly eventually you know you can go watch [TS]

  only at this point will get into over the course of the show but that a doing [TS]

  a website and making it a web service that anybody can just go to you know I [TS]

  guess it would be meerkat dot com whatever is old way of thinking and not [TS]

  that it's a bad not that it's bad and not that there won't be in the future [TS]

  brand new things that start his website and have success in their appropriate [TS]

  it's just that there are certain ideas and concepts that work better or best or [TS]

  maybe even only as a nap yeah yeah I absolutely agree I think you're you're [TS]

  sort of unlocking I would have to say most of it is around is built around [TS]

  context rate has a mobile device offers only really one context for web [TS]

  that somebody's looking at their computer screen where is the context for [TS]

  mobile is a lot of things good location your speed your the weather like there's [TS]

  lots of other things that are coming into play when you have a mobile device [TS]

  that could be literally anywhere in the world at any altitude above the surface [TS]

  of the planet you know or below and all the sudden you've got a lot of a lot [TS]

  more variety of stuff you know what if somebody's retail version of meerkats [TS]

  just responders right oh I you know I love spelunking I wanna watch the [TS]

  spelunking channel will it's no longer a channel on a website it's a it's a [TS]

  bespoke you know just watching sponsors go down in caves think that there's [TS]

  gonna be a lot of interesting stuff like that whether or not those will scale you [TS]

  know but the other thing too and I think you touched on this a few minutes ago is [TS]

  that it is like with LTE and its pervasiveness and its relative [TS]

  incredible speed is just how far we've come so quickly like in 08 and seven [TS]

  years ago when we had the original iPhone it didn't even do video and let [TS]

  alone have a front-facing camera one camera shooting in the back [TS]

  didn't do video pier head and had edged cellular networking which really [TS]

  struggled even to load complex web pages and seven years people are streaming [TS]

  live high-definition video from this from the secondary camera on the device [TS]

  yeah I mean it and it's it's really good I mean the video quality is pretty solid [TS]

  I mean there's some finicky stuff some stuff about the need to improve but it's [TS]

  i mean I've watched dreams obviously and it's been transported in a year you're [TS]

  there and that is insane the victim we can walk around with it and moved area I [TS]

  remember forever with video streaming their whole period where they began with [TS]

  was so poor on cellular but just enough but but to Porter really supporting [TS]

  where you would give is bursty thing we're just like oh you know it's fine [TS]

  and then it's really really bad [TS]

  for 10 minutes and that that would kill it right you can watch this this is [TS]

  annoying [TS]

  stuttering or whatever so anything any one of those little factors doesn't work [TS]

  then live streaming doesn't work so now we've got all the pieces will be [TS]

  interesting to see if it explodes this time [TS]

  yeah yeah I think it definitely caught my eye and the design of the app did too [TS]

  is like you said that to one tap into me I know it's like you think I've well [TS]

  it's really hard to get their design wise to get into that you can do [TS]

  something like that like this the more brain dead simple stupid something looks [TS]

  the harder it was to get from the original idea down to that you know one [TS]

  button away from streaming simplicity bright and one of the indicators that I [TS]

  see how easy it is actually funny but i've seen a selective been kind of [TS]

  watching it as I picked up a couple weeks ago and then have been [TS]

  investigating other stories about other similar setups as I've been monitoring [TS]

  which people join and when they start streaming and I've noticed that almost [TS]

  everybody you you didn't cause I got to push notification for you joining but [TS]

  because it basically using your Twitter network so you're gonna get a [TS]

  notification for anybody I follow on Twitter joining it right but I notice [TS]

  that almost everybody joins and then immediately start streaming I'm [TS]

  convinced it's because they think there's more steps and they hit the [TS]

  stream buns and fifty states TV and by the time I see the dedication in ago in [TS]

  their body stops and I haven't had him to ask somebody who does it next time [TS]

  they do it to just do it because you thought there'd be like we're set up for [TS]

  more steps I think it's because they got all this stream button to see what I [TS]

  have to do set this up and boom there cameras on the shuttle but it's a funny [TS]

  thing to not even funny but just interesting to me you know I'd be [TS]

  shocked if they don't come out with an Android version sooner rather than later [TS]

  I mean I but but going iOS first you in addition to being able to piggyback off [TS]

  Twitter and the social [TS]

  graph as they call it the social graph that you already inherit by by using [TS]

  that as your name and you don't have to create your own user account system and [TS]

  you don't have to please her own spam account at a director but by going on [TS]

  iOS you also get the piggyback off the built-in support for Twitter account [TS]

  system wide and say don't have to type your password [TS]

  you just say hey meerkat wants to use your Twitter account is that alright [TS]

  yes use this Twitter account that I've already configured and you're in and [TS]

  that is huge too even if you have a shitty password even if you're not doing [TS]

  the right thing and having you know uppercase and lowercase numbers and [TS]

  punctuation and all sorts of stuff in it still is always a pain in the end it [TS]

  even a pain in the ass to type in a shitty password truth be told and they [TS]

  totally get to skip that in terms of just getting people on board right and [TS]

  that that conversion rate goes way up when you have that access like any [TS]

  shopping cart you know if you're logged in the Amazon you're much more likely to [TS]

  buy toilet paper whatever then if you're not logged and you have to find your [TS]

  passwords the same concept and then they are well I'm even thinking like to say [TS]

  somebody's following you and maybe they've heard of meerkat whatever but [TS]

  then they see that you say you're tweeting from the Apple event and [TS]

  they're like oh shit I would like to see that he's not even goofing around right [TS]

  now this is something followed the link download the app launch the app boom [TS]

  here in like you couldcan and like you said it's it's synchronous you know you [TS]

  have to hear your doing this live but even somebody who hadn't even downloaded [TS]

  the app could catch in and jump into your stream in I would honestly say a [TS]

  minute right I give it 30 seconds for the app to download and third they have [TS]

  a web experience so they do have a web version it just does he can't comment [TS]

  you can't see all the stuff but you can see you can watch the stream on the web [TS]

  so they did provide a web viewer like a bear behavior but it runs on flashing [TS]

  it's not great so it's sort of access a teaser but yeah I think you're right I [TS]

  think you could within a minute download the app to login because of obviously [TS]

  it's preload in for you essentially just stopped in and then start watching the [TS]

  stream absolutely [TS]

  there's always somebody shut down the stream within a minute you be watching [TS]

  them yeah I think that a lot of people who are going to join our gonna do it at [TS]

  some point when they see oh here's a stream of actually interested in [TS]

  starting right now I better jump in and you can do it because of the you know [TS]

  the fact that their piggy backing off the system user accounts and her alright [TS]

  let me take a break before we start talking about the event and i wanna talk [TS]

  about our first sponsor it's our good friends at igloo igloo is an internet [TS]

  you'll actually like you can share news organize your files coordinate calendars [TS]

  and manage projects all in one place their latest upgrade fighting like the [TS]

  football team from Minnesota Viking revolves around documents and how you [TS]

  interact with them gather feedback and make changes they've even had the [TS]

  ability to track who has read critical information to keep everyone on the same [TS]

  page so if you've got like a document that needs approval or need everybody to [TS]

  sign off on it you can market so that hey show me who's seen it and then when [TS]

  you post it to a glue you'll get actively read read read receipts for [TS]

  who's seen it if you want it it's like a read receipt in your email or on my [TS]

  message but less annoying and it helps you track whether your colleagues have [TS]

  read or acknowledged policies signed off on legal agreements or you know anything [TS]

  like that confirmed the completion those training materials whatever if your [TS]

  company your team has a legacy internet that looks like it was built in the [TS]

  nineties and it probably does you should give it a try you can sign up for a free [TS]

  trial [TS]

  up to 10 ppl user for free include software dot com slash TTS like the [TS]

  talk-show TTS I think you can also use / the talk show and that will work as well [TS]

  so my thanks to a group of a team you need an internet go check them out [TS]

  software dot com slash TTS so the event Monday what you think overall I thought [TS]

  it was good i mean there are several standout things for me I'm an athlete [TS]

  that as usual when they have said something before they say it again like [TS]

  this happens a lot of WWDC you get a lot of old rehashed self and people kinda to [TS]

  now in until somebody says something new so there are some of that going on with [TS]

  the watch stuff but I think that there were several key things obviously [TS]

  leading with researched it was a very big curveball and I think anybody my [TS]

  feet and and people in our back channel were were definitely like what what what [TS]

  we talked about what is this and I think that that was a smart move to kind of [TS]

  start with that and say hey we're going to talk about this whole thing we're [TS]

  doing instead of maybe at the end where recycle yellow whatever you obviously [TS]

  put the city include somebody cares right so that was interesting [TS]

  the whole research get thing is I think it's an enormous long-term project I [TS]

  thought it was a research kit number one it was interesting in and of itself but [TS]

  it was interesting [TS]

  insofar as that it completely went against the last two months narrative of [TS]

  Apple's totally backing away from health monitoring and all this like health and [TS]

  fitness tracking stuff yeah it did flying that face the face of that stuff [TS]

  and I don't think that wasn't calculated that makes it said they'd probably [TS]

  definitely acknowledged that it was going on and knew that was going on and [TS]

  and it didn't hurt that was right up front the big thing to me obviously when [TS]

  he said it was open source I think everybody kind of like you know they [TS]

  didn't necessarily expect that but in hindsight it makes complete sense so [TS]

  research kit is this framework that allows organizations like hospitals to [TS]

  do research on conditions like Parkinson's and other other conditions [TS]

  and gather feedback essentially from those patients as far as the symptoms [TS]

  and their reactions to treatments and that's a that's an enormous I have Steve [TS]

  C market it's an enormous opportunity I Guess 44 hospitals yeah it's definitely [TS]

  just cleared from how much time they spent on it in the event that it's a [TS]

  major initiative and it really does seem as though you know it's it's all new [TS]

  territory there's never been anything like this before now and they're the [TS]

  difference they did they said this in the keynote that a lot of the research [TS]

  on this is done with very small sample sizes yeah it's done on paper and stuff [TS]

  like that and that's all accurate I talked to some people about this and you [TS]

  know they're they're incredibly excited you know people that are in this field [TS]

  in the medical field below you know this is gonna be awesome [TS]

  yeah I the iPhone is still a demo right guy phone owners at still a demographic [TS]

  so you're not necessarily getting a few absolute you know broadest spectrum but [TS]

  it's way more than a thousand people with pieces of paper you know so that's [TS]

  going to bed I think yeah and with the regarding the open source I saw a lot of [TS]

  cynicism in that regard [TS]

  specifically hearkening back to the announcement of FaceTime overdose when [TS]

  was at 2 2010 2010 2011 I don't remember exactly [TS]

  steve Jobs was still alive because it was Steve Jobs who announced that and [TS]

  we're going to make it an open protocol I don't think he said open source I [TS]

  think he said we're gonna make it an open protocol so that you know everybody [TS]

  you know other phone makers could or computer makers whoever could make [TS]

  FaceTime compatible software and yeah obviously that didn't happen [TS]

  yeah they called was we're going to the standards bodies starting tomorrow I'm [TS]

  going to make FaceTime an open industry standard ok I was in 2010 so there's a [TS]

  lot of people I so yeah [TS]

  but here's the thing this truly is one of those like things are different [TS]

  without Steve Jobs said the people on Twitter steve Jobs was impetuous and I [TS]

  know for a fact that the FaceTime team found out that they were gonna take it [TS]

  to open standards bodies exactly what we did when it was announced like that [TS]

  that's brutal that was something that Steve Jobs decided during rehearsals the [TS]

  week prior to the announcement is why not you know let's do this and didn't [TS]

  talk to lawyers didn't talk to the team so the source code nothing was written [TS]

  with the idea that it would be an open standard and that I know and then this I [TS]

  don't know but it's sure having talked to people over the years about it that [TS]

  they've had a lot of lawsuits regarding patent related lawsuits regarding [TS]

  FaceTime and at least one of them made them change the protocol at some point [TS]

  and I think it actually related to a time when FaceTime got flaked here like [TS]

  they had to do so I had to make some changes and it actually made it worse [TS]

  guess I remember that it was their routing protocol or something yeah it [TS]

  was the way that they handed off from wake up phone call from a cellular [TS]

  network to the data network or something yeah I don't know the details I don't [TS]

  think of as interesting as the just the basic story though which is that patent [TS]

  litigation forced them to change the protocol so they couldn't have even [TS]

  gotten you know they couldn't even keep the protocol that they shipped with [TS]

  themselves let alone make an open standard and and there are so it's the [TS]

  whole area is so patent encumbered that it's just that it's more or less why [TS]

  they've given up on it [TS]

  a man who knows maybe someday they will submit to have it in shape to do [TS]

  but in terms of its been you know for five years and it hasn't happened it's [TS]

  because when they went to Steve Jobs announced it it just was not vetted [TS]

  vetted by engineering or vetted by legal declaration it was jobs saying we're [TS]

  gonna make it you know [TS]

  standard and Tim Cook is not a diaper CEO like open source health health care [TS]

  but research get their gonna open to it and I guess that the research kid team [TS]

  knew that plan all along and you know has been right I i dont know I don't [TS]

  know anybody I have no sources on the research team so I you know there could [TS]

  be people in Cupertino listening to this podcast going oh god you're so wrong [TS]

  we're fucked I don't know who we found out same time you did but my guess is [TS]

  though that they knew this all along and that they've written it because it is [TS]

  true this is very true it is really hard to open source any significant code base [TS]

  that was not intended to be open source from the get-go it's just a talk to any [TS]

  programmer it's just axiomatic yeah and I'm not a program I said this is is that [TS]

  this is essentially because it's interwoven with stuff that you don't [TS]

  want to open source right yeah and you know it's almost like designing a US [TS]

  base like a building like if you know a space that meant for the public to come [TS]

  in is different than a space that you is not meant for the public to come in just [TS]

  dunno terms of where you put the doors where you put locks what's you know [TS]

  bolted down and yet in my wet libraries you use what dependencies you have you [TS]

  know it's so my guess is that this will be open source right on schedule with no [TS]

  hitches [TS]

  the schedule thing you'll be interesting but yeah I don't think it'll be a year's [TS]

  delay or or nobody's ever gonna talk about the game like FaceTime it's a it [TS]

  doesn't make sense I mean what they're trying to do only actually makes sense [TS]

  if other people have access to it i mean that what they're trying to do but the [TS]

  spirit in which they're trying to do it right so if they're trying to say we are [TS]

  genuinely interested in improving the quality and quantity of research in this [TS]

  arena [TS]

  then the only way to really honor that is to say it's not just iPhone users you [TS]

  know we're gonna open sources so anybody can access this framework and and do [TS]

  these things it's just work we need we felt we needed to do and cook said [TS]

  something essentially reiterating his I'm we don't pay attention to the ROI [TS]

  statements at the recent shareholders meeting is there something about [TS]

  research kid and and some other efforts they did as far as a person and say it's [TS]

  I think it is genuinely at being sure it's good PR for them right obviously [TS]

  but it it also is something I think it where they saw an opportunity that they [TS]

  could execute on this because they were already doing stuff in that space and [TS]

  they would benefit them for sure but it would also benefit you know the public [TS]

  at large and why not you know at this point they have the resources and money [TS]

  to spend on these things and it just seems like cook is more willing to say [TS]

  ok you've you people do this you take this chunk of resources into this yeah I [TS]

  agree you know I think that it doesn't mean you have to be any less cynical [TS]

  about Apple is a for-profit corporation but that it's true some of the stuff [TS]

  they do is not about the ROI I know that I didn't see anything about the [TS]

  shareholders meeting yesterday but I know he'd repeated that again a week or [TS]

  two ago when he was in Europe and he was when he was in London and somebody you [TS]

  know he took questions from store employees in their espresso there and [TS]

  that somebody asked about accessibility and weather watches gonna be accessible [TS]

  and he just said it will be and that they take it seriously and it's just one [TS]

  of those things where they don't measure the ROI they don't measure whether they [TS]

  sell enough iPhones to vision impaired people to justify the cost of the [TS]

  engineering of making everything accessible to they don't even measure it [TS]

  because it's just the right thing to do and clearly they can do it and still be [TS]

  very profitable it's just the right thing to do and i believe that i truly [TS]

  believe that they don't measure the ROI and stuff like that [TS]

  yeah and and he said that at this shareholders meeting I guess he said [TS]

  Apple didn't do this for the RI in reference to research get this just [TS]

  isn't the lens Apple uses that was the reason he is in of course we got big as [TS]

  it as a news organization we get pitches from from everybody immediately after [TS]

  falling to some so we get from these people [TS]

  dinner either shareholder interests people or conservative organizations or [TS]

  capitalist advocates said stuff we get all these bitches immediately afterwards [TS]

  so they're like oh we were very disappointed with Tim Cook denigrating [TS]

  capitalism and you know it it's actually pretty amazing how specific people get [TS]

  when he says it's a small statement but it is very tricky to say that and and [TS]

  very tricky say about the right things has his job is to maximize investor [TS]

  return as an overall CEO so it's quite a powerful statement more powerful than [TS]

  people give it credit for it I would actually I that's actually a I like [TS]

  eighties going forward and it's actually not the job of the CEO there is that [TS]

  gives people say that it's good it's become like part of the there's a lot of [TS]

  people who put it in those terms that the job the CEOs to maximize investor [TS]

  returns and it's actually not sure you can't there is no legal definition that [TS]

  says that it's the CEO doesn't hurt to the shareholders and shareholders to [TS]

  have a reasonable expectation that there that the company will be managed in a [TS]

  way that you know doesn't devalue the company but that is it's sort of a tease [TS]

  going forward justification for for the sort of logic that leads to the quarter [TS]

  by quarter you know to do whatever it takes that's actually traditionally is [TS]

  not really the the view of the CEO and I think definitely has that old school [TS]

  like he's thinking every bit as much about where I was going to be in [TS]

  twenty-five thirty years as he is where they're going to be next quarter and but [TS]

  anyway long story short I think nobody the thing that's different about how [TS]

  cool is there and and again you can be completely cynical about their there [TS]

  ruthless capitalism is their profit margins across the board but by focusing [TS]

  in maintaining these unprecedented 34 35 36 37 percent profit margins on with [TS]

  with average selling prices that are away above the competition so they have [TS]

  higher margins and higher selling average selling prices for phones for [TS]

  laptops or desktops for tax relief for the watches and definitely for watches [TS]

  that's what allows them to do things on the periphery that may not have an ROI [TS]

  you know you know it's by focusing on keeping these high profit margins and [TS]

  overall and incredible amount of profit they don't have to do you know the [TS]

  details and stuff like that like I don't think that their reckless with their [TS]

  money at all if anything I think that they're still relatively conservative [TS]

  maybe even too conservative with their spending but that's that's how you [TS]

  become so insanely profitable is by being conservative with your spending [TS]

  what was it last year I thought I thought and and you know i i don't mean [TS]

  to I thought Tim Cook's too big move move moments last year when he has a say [TS]

  in business week where he came out as gay which was very eloquent and just [TS]

  perfectly timed and absolutely and his downright angry response at last year's [TS]

  shareholder meeting began talking about return on investment with the [TS]

  conservative guy who was upset about their stance on global warming and that [TS]

  there you know spending billions of dollars on solar power for their data [TS]

  centers and now they've announced a new thing where they're spending billions of [TS]

  dollars on solar power to power the campus you know he was upset about that [TS]

  why you wasting how can you justify wasting shareholder money on [TS]

  you know this theory that you know that the cookout and even though he did that [TS]

  that's the only time I thought that you've ever seen in public you've ever [TS]

  seen Tim Cook Off message ever and not that here I don't think he regrets at [TS]

  all but he really he got angry kinda scary yeah yeah I know I can I can't [TS]

  even imagine now because he's such a calm collected I it's so different when [TS]

  somebody's bombastic he kind of expected from them but I think it was definitely [TS]

  a departure from the script and a departure from his his demeanor cracked [TS]

  a little bit and the necessarily a bad way but just in a very human way you [TS]

  feel very passionately about about that subject and I think that there's the [TS]

  cynicism as you mentioned it's good as a journalist it's helpful to have seen [TS]

  this is a general overall skepticism but I think that the cynicism towards [TS]

  technology and larger companies like Apple especially because of the enormous [TS]

  amounts of power that they wield it has to be balanced rate and I think that [TS]

  this is kind of subjects where you're talking about a company like Apple [TS]

  saying we're going to do this regardless overturn there's a lot of instinctual [TS]

  desire to paint that as a PR move or something like that and I i don't i [TS]

  don't hang out with Tim Cook we don't play golf I don't know but it just [TS]

  doesn't feel if you'll start getting it doesn't feel manufacturer to me at all [TS]

  yeah I agree I thought with the sweater with the zip up sweater that he had on [TS]

  the word that came to mind was a vernacular [TS]

  he seems like he's sort of the company's uncle you know that everybody looks up [TS]

  to and you know he's he's not there executive team is pretty much around the [TS]

  same age everybody is sort of 52 55 it's not like he is older but his hairs a [TS]

  little prayer than than most and so it does he sort of has like elder statesman [TS]

  makes him seem that's not all but there's sort of like [TS]

  I don't know in a sweater just sort of emphasized he's like the phone call that [TS]

  everybody looks up to I think this is a power for him in feeling like he's [TS]

  collected you know the key has he's comfortable in the the power in the role [TS]

  that he's in as I think a lot of times you see these CEOs who obviously you [TS]

  know pulled over the past decade everybody has tried to replicate Apple's [TS]

  sort of we're actually gonna bring the company men out on stage and he's gonna [TS]

  be convincing and they almost always fail but you see a lot of these guys [TS]

  come out and it feels very much like I got coached four for four weeks to [TS]

  deliver the speech and I'm delivering about you don't really believe any of [TS]

  that but he's feeling more and more comfortable with the power that he [TS]

  wields and it seems like it's it's one of those things where he comes out he [TS]

  said he's in control he has this presence where you believe that he [TS]

  actually does have a handle on what's going on and Steve had that in a [TS]

  different way where you felt that the things he was saying reflected his [TS]

  passions and his passions drove a company or is it seems like the things [TS]

  they cook as saying [TS]

  reflect the the passions of the people inside the company just seems like a [TS]

  little bit of a different balance there I think the single most important aspect [TS]

  of Tim Cook's leadership as CEO and his person to that that what made him so [TS]

  suited to take over when he did is that he truly seems completely secure with [TS]

  the fact that he is in no way Steve Jobs and I think that it's almost incredible [TS]

  like he's nowhere near he's very good is very smart is doing a great job the [TS]

  company is incredibly successful so far under his leadership but nobody is ever [TS]

  going to doubt nobody I don't think I mean I think you know the way things [TS]

  will play out like in the history of the industry he will not be as famous or [TS]

  revered or [TS]

  as you know look back upon a hundred years from now as Steve Jobs right Steve [TS]

  Jobs is thomas edison you know it's Henry Ford he's you know we're gonna be [TS]

  talking about him for long after you know we're dead and he is totally secure [TS]

  enough he doesn't bother him one bit he understands it he knows it and he's fine [TS]

  with it it doesn't bother him at all there's no part of his ego that is [TS]

  bothered by that and I think that is extraordinary and I think it's true it's [TS]

  just remarkable because I think that you know almost anybody else who would have [TS]

  taken over it would have been inevitable that they'd it would it would eat at [TS]

  them [TS]

  yep yep I agree it takes a lot of it takes a lot of comfort to not put it [TS]

  wasn't even that other people compare and do compared him to steve as far as [TS]

  management style or success or whatever but to not put that on yourself I mean [TS]

  that's an unseen thing and I'm sure you know he thinks about it a lot but [TS]

  doesn't seem like you let that get in the way you know in some other universe [TS]

  where Steve either didn't get sick or or beat it and stayed ahead of it and had [TS]

  you know a full career and stated you know at the helm as CEO until he was you [TS]

  know seventy years old and it was planned in obvious transition and there [TS]

  is no tragedy involved there still would have had two men as somebody who [TS]

  followed Steve Jobs and it would have been hard but it's so much harder to do [TS]

  it like Tim Cook did in a way where everybody cook included wishes it had [TS]

  had had had to happen right it's just you know it's been you know what three [TS]

  years yes three years three and almost you know coming up on three and a half [TS]

  years it's you know it it clearly feels like it's in the past tense that you [TS]

  know when steve was around feels like this is Tim's Apple but [TS]

  I still feel like we we underestimate just what an extraordinary position that [TS]

  thrust him into yeah and and the their inmost transitions like this there's a [TS]

  situation where you have a clear-cut goal at all we need to fix this or fix [TS]

  that and the hardest position to come into as an incoming CEO is to not screw [TS]

  up something that's already incredibly successful exactly that's the worst one [TS]

  you know there's all kinds of other scenarios but that's the man that's the [TS]

  worst [TS]

  only thing you can do is if you are you are the best thing must proceed your job [TS]

  ever [TS]

  you're just going to get people going ok good you didn't screw it up and if [TS]

  you're the worst ever in this if your script even a little bit and things go [TS]

  downwards than its you know when you're the worst you're awful horrible and [TS]

  everybody blames so it's just the thing it was a thankless thing and I think [TS]

  he's handled it pretty well when I say it will do another break but Jeff [TS]

  Williams first on-stage appearance for research kit well as I i should say [TS]

  every word it was his first on-stage appearance at the keynote and it was for [TS]

  research I think that's noteworthy I think that there is a sort of implicit [TS]

  you know there's a whole page and what a dozen dozen price senior executives at [TS]

  Apple that they listed as their senior leadership but the one to speak onstage [TS]

  I think there's an implicit you know they're the a-team shoulder that are a [TS]

  key Jony ive is exceptionally but he does these videos and I think Jeff [TS]

  Williams getting elevated to that level is a sign that he's leveled up within [TS]

  the company [TS]

  yeah there's a sort of line on the page and i dont wanna read too much into the [TS]

  page layout with a sort of line and below it is Paulding Ave and Lisa [TS]

  Jackson and Jones opened on me and then above that Jeff Williams is the last [TS]

  person above that low but the above that is another great great exactly and I [TS]

  think that he's definitely part of that group obviously the people like glue [TS]

  won't be on the stage necessarily snapple's thing you know something like [TS]

  dan I could see making an appearance maybe at some point johnnie obviously [TS]

  chooses not to as far as I have heard you know bruises GCC stop deadly that's [TS]

  not his thing but amongst other group the only person that hasn't been on [TS]

  there that I i think will eventually would be angela wright yeah I think that [TS]

  Jeff being in that group of people that presents and also thought that Kevin [TS]

  Lynch coming out and he did actually really good job wasn't too sure but yeah [TS]

  i bristle as the general counsel I think if anybody wants as the lawyer had said [TS]

  to come out today to speak publicly be like fuck you I would advise you not to [TS]

  you just know that is scary you know I think that I as a you know spitball I [TS]

  predicted that maybe Angela Ahrendts would appear on stage and then I people [TS]

  wrote to me after I would you think if she didn't know I think it's simple [TS]

  because they didn't it was my theory that maybe she would was tied to the [TS]

  idea that they would talk about these store retail changes that are above the [TS]

  table with glass top gonna go on their interests table with glass top now so I [TS]

  think she will if he would have been if they had some I think she will [TS]

  eventually but I think that it would be in the context of retail you know it's [TS]

  no there's too many people who I think are reading into her background and the [TS]

  fact they're getting into watches and think that she's doing product marketing [TS]

  our product development on watching something like know her job [TS]

  had retail and trust me her hands are full like that's more than enough work [TS]

  for her to do so if she were to come on stage it would be to talk about retail [TS]

  it would not be you know talk about watch features or something like that [TS]

  yeah when i when she got hired I did I finally published two people were killed [TS]

  four months ago just before the event [TS]

  and nobody probably nobody read it because of the event obviously but when [TS]

  she got hired I kind of asked around and you know it up a little bit just people [TS]

  in new and said so what you know you sheik can be involved in the water [TS]

  that's what a lot of people as you said a lot of people were assuming oh she's [TS]

  not just hiring your for retail they're hiring or two to help develop watcher [TS]

  you know work on that that aspect of it they said don't overestimate the amount [TS]

  of involvement that that retail would have in product development you know [TS]

  she's not sitting in on Mon product feature roundtables you know necessarily [TS]

  and I'm I don't I don't know this for sure obviously is just people giving me [TS]

  general kind of hints about how it works so I just yes she's not she's [TS]

  indefinitely involved in the retail side of things which I think there's plenty [TS]

  of work to do that yeah I I say this not to be dismissive as to her skills and [TS]

  abilities and taste I say this only knowing that be hit hard to retail for [TS]

  the most profitable per square foot retailer in the world who is expanding [TS]

  at a very consistent not know not overly aggressive not reckless but expanding [TS]

  and expanding in places as politically delicate as China it more than enough [TS]

  for kids a ton of work I'm sure that she is working her ass off every day and [TS]

  that just on the retail but I think that if and when we see her on stage will be [TS]

  in that context I would take another break here and thank our next sponsor [TS]

  and it's our good friends at Sharis berries makes premium men's shaving good [TS]

  they make razors blades they make shaving cream in jail after shaved [TS]

  everything you need to take care of your savings and they do it right its top [TS]

  quality stuff and at a great price [TS]

  really truly go to Amazon measured against the stuff from joy about half [TS]

  the price of the major complete brand competitors for late [TS]

  how they do it well they do it by cutting out the middleman coming out the [TS]

  advertising and by taking control themselves they bought their own factory [TS]

  in Germany that makes razor blades a factory that was already doing it they [TS]

  bought it they make their own blade they are top notch super sharp really [TS]

  high-quality they're not just likes company that has a core brand and a [TS]

  white label the blade from you know whatever factory anywhere in the world [TS]

  now they make their own blades really great stuff they make their own handles [TS]

  they're really great design doesn't look like crap that you get from Gillette or [TS]

  shakers guys stuff that looks like a Buy It Now and thirty forty years now it's [TS]

  gonna look exactly the same when you buy another one because it's just a simple [TS]

  plain timeless classy design and all the details right you'd pick up the the [TS]

  handle it just feels good in your hand it's like a nice solid just a nice solid [TS]

  they really almost appellate in terms of just caring about how someone feels like [TS]

  the half of it and really really great prices [TS]

  where do you go to find out more go to Harry's dot com AJ R R Y S dot com and [TS]

  when you buy something [TS]

  use this code talk show they don't put the gun thats just talk show you that [TS]

  code and you'll save I think five bucks off your first order you'll save [TS]

  something if you've never bought anything from Harry's before use that [TS]

  code and you'll save a couple bucks and the starter kit is only like 15 bucks so [TS]

  you can get started with that code you get started for like 10 bucks will get a [TS]

  handle three blades really nice packaging really there I hate to say it [TS]

  but the stupid if you don't take modern it's a great deal some I think salaries [TS]

  actually use their stuff is great right now I mean I traded on kind of a whim I [TS]

  first heard about them and send it to me while they used the angle of the blades [TS]

  that really flat in comparison like gillette turbo whatever you know what [TS]

  they team played on it that scripture skin from your flesh I think I know what [TS]

  you mean I do know you mean where it is sort of [TS]

  more yeah it's like a like a flat yeah yeah yeah really great stuff back to the [TS]

  event so after Jeff Williams and research kit it was the new MacBook and [TS]

  at this point to me to me it's almost like it was like two events because this [TS]

  to me it was just pure out right and it's like and sure does this stuff great [TS]

  I know there's some people who think that he is what people say people some [TS]

  people think he's a little like not flat but that he's he's like unenthusiastic [TS]

  on stage I think he's got the I think he's got this stuff down so-called he's [TS]

  so good I think he's their best prisoner by far and he does it he just knows how [TS]

  to do it and it's just it was just such a typical Apple product introduction [TS]

  I thought it was really good and I think he understands the stuff right so if [TS]

  that's the difference between like a presenter and somebody who goes out [TS]

  there and and Papas 2% the thing that they've been working on obviously he [TS]

  doesn't do her praise marketing but still he just get he understands [TS]

  holistically what makes it special and has trended he's trying to really just [TS]

  tell you why that's the feeling you get when I think it's genuine and I have [TS]

  said before like that's how product marketing works it up like its not like [TS]

  somebody Johnny Ives team comes up with the design and they work out the [TS]

  engineering and then they make it and then they come to shoulders team and say [TS]

  here here's the new MacBook figure out a way to sell it like Schuller and his [TS]

  team are involved right from the get go in terms of the product development like [TS]

  they're involved at the beginning like it's it's not here's the thing figure [TS]

  out a way to sell it it's what should be and then all we have to do is tell [TS]

  people what it is and why right and and I mean that that's it stupefied by this [TS]

  section with a spent 34 minutes talking about key ports which is right but you [TS]

  tell any other marketing head hey we change the keyboard switches in this [TS]

  took us like two years to research it and built for however long and research [TS]

  in buildings to keep us which they like you [TS]

  ok I'll see if I can sneak in but knowing knows why he knows the amount of [TS]

  effort they spent on it and he knows why it's important and he also knows that [TS]

  when announcing something like this it actually he has to impress upon people [TS]

  that they really really thought about it and there's no other way to say we [TS]

  really thought about it they've made like a Hollywood Calif birds load slow [TS]

  motion video showing how the keys work and action it's yeah I'm I guarantee the [TS]

  shot that with a phantom right that phrase for second you know cameras yeah [TS]

  I definitely think that what do you think about the MacBook I mean overall [TS]

  impressions is pretty good you know I Benedict around with it eventually but [TS]

  afterwards but I think that on stage when I was watching it I started [TS]

  mentally Colleen the amount of major inventions that went into the one device [TS]

  can usually without Paul there will be a lot of refinements a lot of iterative [TS]

  changes that they make to something and of course each one of those involves [TS]

  experimentation maybe invention and that kind of thing but the MacBook especially [TS]

  this time around there were five major inventions that things that had to be [TS]

  created not just bought and are licensed and applied but actually create it to [TS]

  make this thing work okay okay so you've got the batteries right changing [TS]

  batteries [TS]

  overview so changing batteries touchpad the screen writers the change in the [TS]

  screen the keyboard switchers and then I guess USBC is really under adoption [TS]

  adopting a standard well here's that I have heard a kid you know can't say who [TS]

  but let's call them informs little birdies that USBC is an apple invention [TS]

  and that they gave it to the standard bodies and that would surprise me too [TS]

  much that the politics of such is that they can't really say that they are not [TS]

  going to come out in public and say that but that they did [TS]

  it is an apple and they do they wanted to become a standard you know that's the [TS]

  difference like and as you know we can get into this is a good question we [TS]

  should def come back to is are they going to use USBC instead of lightning [TS]

  devices or something but I feel like the differences there are certain devices in [TS]

  context where they want to have a proprietary port and there are other [TS]

  contexts where they want to have an industry standard port you know they [TS]

  want your MacBook to be able to connect to third-party displays sure they wanted [TS]

  to buy an Apple display but they know that you know that it that it has to be [TS]

  able to support third-party displays they want you to be able to plug in a [TS]

  microphone you know for podcasting into your MacBook and they're not gonna make [TS]

  microphones right so they wanted to be an open port and so you know but they [TS]

  also want it to be obviously the hand and they also wanted to be upside down I [TS]

  guess and so they you know what I've heard is an apple invention that was [TS]

  sort of developed coincident you know alongside likely that they donated they [TS]

  gave to the standards bodies such as they wanted they want they want the open [TS]

  they want the industry standard to be than enough for their devices and they [TS]

  wanted to be reversible right i mean that makes some sense of the the one [TS]

  thing that they that made me sad about it is that apparent death of MagSafe [TS]

  yeah thats I had I'm not gonna take credit for this a former appeler told me [TS]

  this but he said that he felt that the MagSafe was the hallmark Apple invention [TS]

  of the 2000 yeah that was a very Apple thing to do and that you know when you [TS]

  think about the amount of time that they spent panting that depended it's so hard [TS]

  so hard core that people couldn't even make anything like it like everybody [TS]

  else has had to be pretty awful in comparison and I think that there's a [TS]

  plus and minus two that the minuses that I wish all computers had that but they [TS]

  couldn't because Apple patented but the pluses said it worked really well and [TS]

  Apple computers you know which is what I primarily [TS]

  to use it for like laptops and stuff but I'm pretty sad to see that go to be [TS]

  honest and kind of nostalgic for the madison bank safe already it's funny and [TS]

  well you know we have to mention mark Gurman at 9 to 5 Mac what was about six [TS]

  weeks ago when he came out with you know here's the next MacBook Air and you know [TS]

  had commissioned an artist to do in a renderings based on what he was told and [TS]

  it was spot-on nailed it really i mean there was a little little tiny details [TS]

  wrong but I almost think it wasn't even I think it was just like a mistake on [TS]

  the hardest part for example the Escape key was under renderings was top right [TS]

  instead of top left which made no sense at all I quite if if there's room for [TS]

  the key period why in the world would you move and I think it was just a [TS]

  mistake on the hardest part I don't think that like it was not part of this [TS]

  thing I think the artist just wasn't thinking and put the Escape key up there [TS]

  who you know who cares but in terms of only having one USB seaport on the left [TS]

  and a microphone port on the right and no other ports period that nailed it [TS]

  microphone headphone jack [TS]

  yeah it's a line in and out by the way so it is that is on an audio in Django [TS]

  as well as a headphone jack and in in reaction to that the you know the the [TS]

  the conventional wisdom that the general consensus was well how can you do that [TS]

  you can get rid of MagSafe to MagSafe to MagSafe is awesome and you know it [TS]

  doesn't make it so therefore it this can't be true that has to be a mistake i [TS]

  think you know a lot of times you just you have to realize they get the name of [TS]

  progress Apple's answer is you know tough because we spent 3 spent billions [TS]

  of dollars developing as and we're gonna kill it just because it is not necessary [TS]

  and it's always you know it's it to me it's a good sign that i dont wanna buy [TS]

  this laptop I mean I mean I just say flat-out I do not want this machine [TS]

  right now but I like it as a statement as to where things are going [TS]

  and I definitely can imagine by laptop new MacBook in its image you know next [TS]

  time I buy one in a couple years but I'm reminded of every time Apple has dropped [TS]

  something like this you know like with the original iMac dropping everything [TS]

  except USB and people said well it's not gonna work with any of my existing [TS]

  peripherals not my preference will work none of Mysore keyboards are hard drives [TS]

  are going to work and the answer is tough and when they drop the optical [TS]

  drive with the first MacBook Air and I think that's the real comparisons to the [TS]

  first MacBook Air [TS]

  people will not gonna play any DVDs it's not how am I gonna install the OS OS [TS]

  updates come on DVDs and the answer was tough to figure out here at some point [TS]

  it's a joke on Twitter that's like you know they're they're the Apple outrages [TS]

  recycle is essentially a predicts the future [TS]

  executed a little bit you could even use the phrase a little bit too early right [TS]

  or a little bit earlier than the rest of the industry is really what that means [TS]

  and then everybody gets pissed and then eventually it's a standard and I think [TS]

  that Jason Snell wrote a review of the original MacBook he linked it on Twitter [TS]

  today was talking with Steven Sinofsky on Twitter about the whole original [TS]

  MacBook argue that Jason road and Jason chimed in and he had referred to it I [TS]

  guess it go [TS]

  couple weeks ago but it was essentially same thing of Psych man this is a big [TS]

  change and it's it does a lot of compromises and etc etc and you know [TS]

  it's all over again it's the same concept and yet here we are with our [TS]

  heirs going oh how I can ever live without my Eric Myers respond you know [TS]

  so well I remember to Wenger men's report first came out with this and most [TS]

  people like where there's no way they're gonna drop MagSafe because MagSafe is [TS]

  awesome and useful and then there were others the people who end up where [TS]

  Wright who said well iPad doesn't have MagSafe [TS]

  yeah I don't buy that that that to me is a strong man because the iPad is not [TS]

  used anywhere within your laptop is used in some people are you telling me you [TS]

  know I have a really hard time buying this laptop because I have small [TS]

  children you know they run by my desk and kick that kick the wire and [TS]

  everything and I told you I agree with that and knowing that member this thing [TS]

  is light it's super like if you kick that corners any resistance is gonna go [TS]

  flying and yeah there's no moving parts anymore so theoretically speaking it's [TS]

  gonna be better off the hard drive but still thats that kinda sucks and I wish [TS]

  that they would have found a way to maybe integrate MagSafe into their USBC [TS]

  in other words there's a general use BC you can plug the USB see cable into this [TS]

  without the Maxi but ours has this really cool you know polarized magnet [TS]

  that auto centers and click yeah it was maybe they would put it on the adapter [TS]

  you know that the wall plug in 2000 yeah they did stay did you know it's not it [TS]

  is you know as far as I can tell it is the case now that it back to where we [TS]

  were where somebody kitchen table table table table islets connected your your [TS]

  the MacBook is gonna go so that is I don't know Apple Care Plus I guess you [TS]

  know I guess I do think I honestly think that that's probably more than anything [TS]

  i mean there's a performance angle to work clearly performance wise this is [TS]

  not a MacBook Pro I mean so if you doing serious performance you know heavy stuff [TS]

  compiling stuff with Xcode or something or doing video editor anything that [TS]

  might strain your computer now you probably still wanna MacBook Pro but in [TS]

  terms of [TS]

  clearly this is position war against the areas than the pros not price wise [TS]

  better sharon's overshadow use case scenario I would say the number one [TS]

  which one should you get question is how often do you use your laptop while it's [TS]

  plugged in you know I could I do think I think the comparison to an iPad is out I [TS]

  think that's why they've done it it's oo I see what your saying what that yeah [TS]

  and I gotta get it there answer to [TS]

  why isn't there MagSafe on this and I'm not putting words in my mouth but the [TS]

  answer would seem to me is you don't put this thing and right right you don't use [TS]

  it plugged in so let's say you're a college student and you are you don't [TS]

  even take your adapter with you you keep it in your dorm room and you in the [TS]

  morning you leave your dorm room with fully charged [TS]

  MacBook Air and you don't plug it in again until you come back from classes [TS]

  at the end of the afternoon doesn't matter right there's a lot of people who [TS]

  use them in that context I know in our context though like the you know with [TS]

  the MacBook Air is the sort of default reporters laptop I mean I'm not even [TS]

  sort of the infamous now it is you know people even take pictures at like [TS]

  Microsoft event and you take a look at the press and it's all these Apple logos [TS]

  let up [TS]

  it but there are you know we need plugs though because we're using am so so much [TS]

  you know yeah you're using the wireless network which is typically crushed and [TS]

  so it's harder for the radio to work really is working harder I will say this [TS]

  though [TS]

  battery wise I could tell you when a change from made this latest the latest [TS]

  MacBook that I had as a 2013 model and that MacBook changed everything for me [TS]

  air as far as battery goes i dont really plugin or worry about plugs at events [TS]

  and yeah I remember I was covering the BBC in 2000 well maybe 2013 I can't put [TS]

  any I was like a 2011 MacBook great and I knew for a fact that there was not [TS]

  gonna last all the way through and I was covering it at a time when I wasn't [TS]

  invited any Apple event so I just got in line with everybody else and you know [TS]

  covered up from the crowd from way back in the crowd or whatever and did a whole [TS]

  life blog thing and my battery ran out with about 10 minutes left it was it was [TS]

  the one where they were doing maps it was the one where they're introducing [TS]

  Apple maps and my battery ran right before the blood arrested from iphone [TS]

  nightmare scenario was a PC right exactly yeah and so if my bad [TS]

  just win and I knew it was going obviously there was no plugs cause they [TS]

  only provide plugs for the reporters in their special you know section upfront [TS]

  and so they don't provide plugs for anybody else does this also be sitting [TS]

  there watching me type I and you better news to me that there's plugs up front I [TS]

  don't know there are plugs up there you gotta fight for him everybody everybody [TS]

  jostle for them play I remember getting the new one and from that point on I [TS]

  have no longer worried about it and that's it as you mentioned that's an [TS]

  intense scenario right you know hardcore wireless network you're posting pictures [TS]

  you're downloading stuff maybe even tethering answer your phone is charging [TS]

  off of your laptop you know all of the stuff and never never have had a problem [TS]

  with its it was a significant difference so that means with this new one you know [TS]

  we're taking a step back a little bit power wise but battery wise I think we [TS]

  actually may be missing bolts so it may be one of the scenarios where you can [TS]

  get through a bentsen things and your day even without having to play with you [TS]

  there like I might my laptop for years was a March 2011 11 inch air and I've [TS]

  said this many times it was the last air before the 11 inch got the light up [TS]

  keyboard so I had the last 11 inch air that had not lived up keyboard and it [TS]

  was great and you know so light and portable but you know the battery life [TS]

  is sort of a struggle on days like a double-double and I don't even I don't [TS]

  even use it during the keynote I don't even do live blog during the keynote [TS]

  speech just you know trying to follow along with the news read all the stuff [TS]

  after the event and like you said I think that the fact that the cellular [TS]

  and wi-fi networks are always under an avalanche makes the antenna struggle but [TS]

  the big thing for me was always to get through a day like that I would turn the [TS]

  brightness all the way down as low as I could still read it it was the display [TS]

  her training towards the screen and so last year late in the year I bought [TS]

  sadly now one generation behind the 13 inch MacBook Pro instead of it cause I [TS]

  was sick [TS]

  I don't care about the way I just wanted a better machine and I have to say I'm [TS]

  with you the battery life and I've I don't know that I've ever even gone into [TS]

  the red I don't think I've even gone to 20% it's easy to get a very very rarely [TS]

  I mean the only time it happened to us because I think I overestimate health [TS]

  how far I can take it you know I won't charge you for 23 days or something like [TS]

  that I'll be like oh it's low but yeah very very rarely do I ever run up [TS]

  against any more I think they finally crossed that threshold and it's not sad [TS]

  but the thus the funny thing about this is that we all complain about battery [TS]

  life and tell that's good enough and then everybody just stop talking about [TS]

  it so you never really know when that threshold was crossed you can have to [TS]

  think back to stop complaining yeah and I think that's that's we crossed the [TS]

  rubicon with this like 2013 area and one of the things about the new MacBook that [TS]

  really stood out to me was when Schiller said that with the new screen technology [TS]

  that it's a 30 percent reduction in power draw for the same brightness level [TS]

  that's huge [TS]

  that's a huge step up and like I said the number one thing that I used to do [TS]

  first thing I did if I knew I was going to have a stressful day and the battery [TS]

  was turned the brightness down you know the screen is still and it's you know [TS]

  it's true for phones it's true for everything screens are huge power draw [TS]

  us and going right now only you know across the board only makes it worse [TS]

  because you know it's it's not just the dimensions the size it's the number of [TS]

  pixels sure so a 30% reduction in power draw for the display to me like you said [TS]

  and listing your five I think your five inventions are all spot on its essential [TS]

  there's no way they could do this MacBook without that because I would [TS]

  only because you're talking about six hours of battery life and that's that's [TS]

  like 10 years ago [TS]

  you know you can't in six hours battery life and I think it may I mean I don't [TS]

  know if it is but it seems like it's exam to me and I think that's where they [TS]

  got their reduction I haven't done any research into whether is not so please [TS]

  don't kill me if it's not but I think that it might be an exact display which [TS]

  obviously the biggest road to those is [TS]

  is battery life and the fact that they had to do all this really really fancy [TS]

  dancing with the battery and the size of a logic board to fit my battery and [TS]

  etcetera etcetera and then get off screen with 30% less battery says a lot [TS]

  about the crappy nature of battery technology as it stands right now so [TS]

  they do they're still I I like to call it fair to stop gaps rate hike so the [TS]

  increasing efficiency of a processor increasing power efficiency of the [TS]

  screen [TS]

  massive amount more battery inside due to the smaller logic board and this [TS]

  fancy layering technology all of that is just compensate for the fact that the [TS]

  physical limitations of battery chemistry are everybody's running up [TS]

  against it looked to me like the new logic board was about the size of an [TS]

  iPhone this is crazy actually saw an article today somebody did some math can [TS]

  remember where it was digitized or something but i did i do the math on the [TS]

  size of the logic board is actually smaller surface area wise than a [TS]

  Raspberry Pi that's crazy it just it'll be it'll be interesting to see whether [TS]

  this is something that competition can copy or not you know in terms of meaning [TS]

  to write an article that would buy gas went to the working headline Apple [TS]

  semi-conductor you know that that it has a consumer you don't need to worry about [TS]

  it but as someone who follows the industry you really have to look at [TS]

  Apple now as one of the leading semi-conductor companies if not me [TS]

  leading semiconductor company in the world you know right there with Intel [TS]

  Qualcomm Samsung whoever else you know and i ended mostly though that's been in [TS]

  the context of iOS devices and the washer right with this one where you've [TS]

  got a five caliber performance supposedly on this time on your wrist [TS]

  and with the you know the a series systems-on-chip for the iOS devices but [TS]

  now I that's one of the things that struck me about this device [TS]

  is maybe I don't know enough about the industry but maybe this logic board [TS]

  reduction is something that is every bit as cutting-edge engineering lies as the [TS]

  highest systems-on-chip yeah I don't know anything i mean anything but I [TS]

  don't know enough about it either [TS]

  to make that judgment so I don't want to blow it out of proportion anything but [TS]

  it seems and that's a pretty distinct if you've ever seen a logic board and [TS]

  another MacBook it's you know it's double size I mean it's pretty big so [TS]

  there they have a almost double size so they have put a lot of effort into [TS]

  increasing the density of that board in order to fit more battery in there and [TS]

  they very well could be something really really fancy they did they're one of the [TS]

  little things I noticed people talking about it but I curious about it really [TS]

  curious and I know that you were very very kind of maneuver welcoming my [TS]

  questions I guess I texted you have questions if you could ask people you [TS]

  know Apple reps yeah it's like I was busy or anything like luggage on its no [TS]

  problem it's always the case though even when I'm at the event always inevitably [TS]

  the moment I step foot passed the threshold where I could go back and ask [TS]

  another question always come up with my best question sure and it was in fact it [TS]

  was like I don't know like two hours after the event was over [TS]

  popped in my head why did they put the word mac book on the front of the glass [TS]

  display case actually really good why did you ask me that earlier when I can I [TS]

  love that might do you know this MacBook Pro doesn't say anything like an iPhone [TS]

  like the way they arrive from did not say iPhone in front of it I don't [TS]

  understand why they put the word MacBook Air I wish I could ask [TS]

  I actually didn't even think about that seems kinda Coast yeah you know like of [TS]

  course it's a MacBook I know what I'm using that that's why they never had it [TS]

  on the front of the iPhone right and I i early on and made fun of other phones [TS]

  like you don't the Motorola Droid Maxx RAZR whatever for like piecing the logo [TS]

  several times on the front and back of the phone is a slick and we got it we [TS]

  bought it like we're we are your money where are you I've always dreaming in my [TS]

  face I thought it was so curious that all the things that competitors copy [TS]

  about and take Samsung in particular all the ways that Samsung has copied apple [TS]

  designs one thing they could copy and could not be held accountable for it [TS]

  would be to copy the logo Louis front face and they can't bring themselves to [TS]

  do it they have to print their compelled to print the ugly Samsung logo on every [TS]

  funding even though if they wanted to clearly you can't copyright not putting [TS]

  a logo on the front page so they could make a plain plain white face that would [TS]

  look more like an iPhone but they can't bring themselves to do it I just [TS]

  imagined they could design review meeting where some designer you know in [TS]

  their in their laboratory has gone through and said oh man this is a great [TS]

  piece of apple design here not putting it on the front they're moving [TS]

  everything very last second before it goes to production some exact walks by [TS]

  and says why system Samsung logo on the front of the Samsung logo on the front [TS]

  of this and then the engineer just slumped to defeat him a bit a reflective [TS]

  metallic cuz they are always metallic lycra played like you look at the foot [TS]

  of the phone and you move back and forth that shines in your eyes like really [TS]

  come on that but yeah I don't know I don't know what's on there I don't you [TS]

  and you notice I don't know if you noticed this took note of it but the [TS]

  logo is no longer right so it's polished I thought about that I said I thought [TS]

  about that just what I said a few minutes ago that we're gonna [TS]

  Microsoft event you look and you see all these little apple logos yeah I think [TS]

  it's probably just a thin this issue I Jerry I yeah there's just they dunno [TS]

  maybe even power yeah maybe if in this i think is probably a good thing is really [TS]

  really been looking in person it's i mean pictures always make things look [TS]

  like the the watch but we'll talk about that but the lid is really really fence [TS]

  and they had two layer that screen precisely to get in there and I just [TS]

  think it's a thickness think the other thing it kinda sad but a little bit but [TS]

  I'm not surprised I've sort of been thinking that they were heading that [TS]

  direction [TS]

  ever since the iPad shipped without a light-up logo [TS]

  ever since I've always gotta be coming [TS]

  other thing I noticed is that the keyboard uses the San Francisco as the [TS]

  key cap fund instead of a grounded which they've been using another huge amounts [TS]

  of my partner but I didn't notice I've never really cared for background as the [TS]

  key cap delighted by that change now [TS]

  didn't like about it it looks ok the capital letters look ok to me but they [TS]

  don't look great but the lowercase ones to me are just gross like shift you know [TS]

  that everything is written in lowercase tab Kap Slap Shot and it's just like it [TS]

  looks childlike to me it's to me as a child like childish fun does it just [TS]

  doesn't seem serious enough to you like you can simply school little struggle I [TS]

  definitely think so and i think it's I think it's really to me the whole reason [TS]

  for using about the watch is that it looks to me like a hardware it looks [TS]

  like the type of typeface you would use to damn you know the the stuff on the [TS]

  back of a watch case which is exactly the fun day using to stam you know [TS]

  stainless steel 42 millimeter assets at running back [TS]

  it looks like a hardware fund it looks like something that you would step in [TS]

  the middle and so it looks good to me I haven't seen in person obviously but it [TS]

  looks to me like a natural fit for hardware like the key caps on the [TS]

  keyboard just has a certain it it has a certain seriousness to it [TS]

  yeah one thing about them but watch stuff a lot of it like the companion app [TS]

  and the font on the watch face is like a mixture of stuff are using and sometimes [TS]

  the mixtures really awkward I think companion app act like two or three [TS]

  different fonts on the the pairing screen is really weird I know it's it [TS]

  seems in like an unusual misstep or or decision anyway and it may just be a [TS]

  visibility thing or a differentiation thing like this is that this is [TS]

  actionable this is not actionable but it seems like an odd choice to use funds [TS]

  for that rather than stroke thickness or you know and an outline or something [TS]

  like that maybe they just handicapped by their decisions the design decisions [TS]

  they have to kind of make compromises in terms of differentiation between buttons [TS]

  and not take a break on the MacBook before no not really I mean the [TS]

  batteries I don't think that necessarily is like a world chattering invention but [TS]

  I think it's a methodology that will be copied it can't be you know I P what I [TS]

  guess I because the last the last thing I guess we've talked about and I've been [TS]

  asked this so I guess I should answer it is why didn't why isn't this called the [TS]

  MacBook Air and I think it simply because it's too expensive [TS]

  that MacBook Air is all 12 Mac in a day anything that's called MacBook Air has [TS]

  to be at the price points the MacBook Air Azaria and you know that's why [TS]

  they've kept it that's why they've added it to the product lineup instead of [TS]

  replacing anything but then clearly as you know within the year two years this [TS]

  will replace the MacBook Airs in the lineup as the price comes out once they [TS]

  can make one of these for $8.99 [TS]

  the MacBook Airs will just go away yep yep absolutely I think it's just a stake [TS]

  in the ground to preserving that MacBook name for this design oh yeah and I think [TS]

  the other angle to is in terms of a statement about the future that when the [TS]

  hair debuted being so thin and light was remarkable an exceptional and I think [TS]

  Apple is saying now of course it's gonna be this crazy thin and light that's the [TS]

  default this it doesn't it doesn't even need to be called out in the name this [TS]

  is just what a MacBook is and should be right all right let me thank our next [TS]

  sponsor and it is our good friends at fracture fracture there the company you [TS]

  send them photos and they print them directly on glass not a piece of paper [TS]

  that behind glass frame they take the glass I don't know how they do it nobody [TS]

  else does it it's crazy they take the glass they print your photo right on it [TS]

  it is crazy it's exactly like the way that LCD like with that Apple stuff [TS]

  where when it's laminated glass it looks like the pixels are right there on the [TS]

  surface that's exactly what images printed by fracture looks like they have [TS]

  all sorts of sizes everything from little small desktop types sizes to [TS]

  really big things that you could hang on wall and the quality is just amazing it [TS]

  is so great and looks amazing you're gonna get question because you can just [TS]

  mount it right on your wall then with no frame around it just a piece of glass [TS]

  printed edge to edge with your pictures really high-quality really great service [TS]

  it comes in the most clever packaging that you could imagine where it's the [TS]

  actual thing that they ship it to you in [TS]

  itself is can be used to prop it up on your desk at a little what would you [TS]

  call that a bike and he's all it comes with the stuff that you need behind it [TS]

  if you wanna mounted on a wall really really clever packaging really high [TS]

  quality and every size imagine free shipping on orders over a hundred bucks [TS]

  and they have a code just for listeners of the show [TS]

  use this code when you order code is two secret so I was daring fire all one word [TS]

  and you'll save 15% on anything you order weather is one picture or a bunch [TS]

  you'll save 15% which is a great discount by using the code during [TS]

  fireball so where do you go where their website how do you see this action go to [TS]

  fracture me.com frac ture you mean and mean dot com and remember that code [TS]

  during fireball and you'll save 15% so now we finally come to the what I mean [TS]

  resisting to essentially but yeah it's interesting what they chose to say [TS]

  additionally that they had said before he was obviously a good time they [TS]

  mentioned up a list of the top of the right so they bring out you know Tim [TS]

  comes out and introduces introduced cabin Christy Turlington talked a bit o [TS]

  no that's right that's an interesting what would you think that I thought it [TS]

  was good I saw that there was definitely some backlash for people like [TS]

  cynically saying you know why don't you know why it y mas accusing Apple of [TS]

  exploiting you know Africa and the name so $1,000 watches I completely disagree [TS]

  I think that there was no I think it was a total natural that they were going to [TS]

  bring out somebody famous not today had to but it sounds you know if they wasn't [TS]

  her in Africa it would have been somebody else here like in some [TS]

  alternate universe there some other celebrity or athlete let's say who they [TS]

  brought out here and show them training and exercising here in the united states [TS]

  and it's every bit as much about selling watches as it would as what they did [TS]

  accept that in this world where they brought her out and raised attention to [TS]

  her charity I can't help but think that that charity has made more money this [TS]

  week then they would have made of Apple didn't feature right so in this world [TS]

  rabble did this and shared some of their attention with this charity that charity [TS]

  has raised more money and the health and well-being of women in africa is better [TS]

  than it would have been other was so I don't see i don't see how you can be so [TS]

  you can complain about that right I mean I think that there's an interest there [TS]

  is a definite contrast sharp contrast between wearing it's a $1,000 watches I [TS]

  think she's still yeah was not goal and write it wasn't that would have been the [TS]

  worst but now she's running to Africa with a $50,000 so definitely contrast [TS]

  rate but honestly her running shoes were probably several hundred dollars right [TS]

  and anybody that goes to africa on vacation in to a wildlife preserve which [TS]

  their money when they pay that money part of it goes to funding that wildlife [TS]

  preserve you know when they go visit those things like anybody that goes [TS]

  there and is doing that thing there's always going to be a sharp contrast [TS]

  between say the watch your sunglasses or expensive clothing that they're wearing [TS]

  and the the natural state of the unfortunate actual state of many of the [TS]

  people you know [TS]

  living in Africa who need assistance or aid or whatever so there's always going [TS]

  to be a contrast it's always gonna be a minefield right so I get it that people [TS]

  drew them stay they were drawn to that dichotomy in a hundred percent think [TS]

  that it's a valid point but I think that your point in terms of the proper stand [TS]

  on stage you wasn't just a face who literally was a mom who started a [TS]

  foundation based on anonymous and did all that stuff i mean that's that's [TS]

  fantastic like why not you know they could have had an athlete they could [TS]

  have had just somebody who makes millions of dollars and does nothing [TS]

  right and i think that there was a good choice for them regardless of whatever [TS]

  blowback they may take you know because of the visual I think it was good I [TS]

  think it's almost it's almost like a tacit acknowledgment that yes there is [TS]

  you know the the income levels around the world are wildly disparate you know [TS]

  that's it they're not hiding behind its tacit acknowledgment so I I have to say [TS]

  I disagree with that i think it's it was only a good thing for the charity and I [TS]

  think it's a great cause [TS]

  yeah and I just because there are plenty people are you like his attorney who [TS]

  cares you know etcetera etcetera in his awesome between 12 and I can remove it [TS]

  is so forgive me but they were like you can complain when you have started a [TS]

  foundation which has raised you know X dollars for these things like seriously [TS]

  you know they could have had anybody on there any any loser who wanted to wind [TS]

  up watching come on stage or film a promo and instead they had somebody who [TS]

  really done real good and I think that you got to acknowledge that could have [TS]

  been you know Peyton Manning something I should be looser and flick if it turns [TS]

  but yet they could have had somebody just just realized I really didn't like [TS]

  but I was brutal but some athlete who was injured last year and you know used [TS]

  a poor whites to you know condition of coming back from a knee injury or [TS]

  something I don't mean anything out there this is her last vibrate again I [TS]

  apologize but yeah I think that it's it's interesting it was an interesting [TS]

  choice and in the end I think it was a better choice in that could have been in [TS]

  a lot of ways I thought there was an interesting moment up front where when [TS]

  tim was talking about digital touch and as a communication feature with the [TS]

  doors and the tabs in a heartbeat and he said I hope somebody send me one of [TS]

  those which I thought Lee personal you know it seemed as though he was you know [TS]

  like saying yeah I mean I think it was a joke and it fell firmly in the dead joke [TS]

  range right which is what you usually get on that was you know a good not to [TS]

  that [TS]

  yeah it was an interesting what I remember remember that is interesting I [TS]

  don't know I don't read too much but I think it was just it was a good I don't [TS]

  think you know but I do but I think that I do think that's part of the watch I i [TS]

  think it's very very high accuracy downright essential to its success I [TS]

  really do think so I think if those things don't take off and people don't [TS]

  use them there may be in trouble [TS]

  yeah i i think that I wrote the thing about the Apple watch seating time which [TS]

  is genuinely believe it's going to save a lot of time but I acknowledge that [TS]

  spending $3 or $5 or whatever to save time seem silly but I think it may [TS]

  actually translate to improved human relationships right so if I spent less [TS]

  time looking at gonna spend more time looking at my wife and kid I'm gonna [TS]

  feel good about that and I feel happy because you you can't you can't know [TS]

  feel good about that and I feel happy because you you can't you can't know [TS]

  until you get a sec its may come with a juror may come with if you get really [TS]

  busy at work where you get really busy in in your career or anything like that [TS]

  you you don't know the impact that extra time has you know time with your family [TS]

  time away from that has until you lose it and then when you don't have it you [TS]

  would do anything to get her back and I think that that is going to be a very [TS]

  powerful thing but I think along with that interpersonal relationship do you [TS]

  know what the taps and the constant communication the ability to literally [TS]

  reach out and and touch your watch which then figuratively touches the other [TS]

  person which then literally took the other prison rate I think that that's an [TS]

  interesting translation and it'll be it'll be neat to see how that develops [TS]

  over time but if you're not gonna be able to tell and tell people that people [TS]

  actually do it so they could say it all they want we have to see whether or not [TS]

  that actually takes off [TS]

  yeah I talked about it on the debug podcast with guy English and Rene [TS]

  Ritchie and the other special guests with John Edwards whose watchmaker and [TS]

  app developer he's got apps that are meant for people who are in the watches [TS]

  you can measure the accuracy of your mechanical watch with his absence really [TS]

  really smart guy knows a lot about the the traditional white world but on a [TS]

  child's talking about a thing is actually my friend Adam [TS]

  lonely sandwich on Twitter the sandwich video guy but we talked about this [TS]

  singleton conference back in October and he really opened my mind about this you [TS]

  know his thing was that he thinks everybody is just overlooking that Apple [TS]

  has invented the first ever way to touch someone your intimate with without being [TS]

  within arm's distance of them and in fact you can be you know around the [TS]

  world [TS]

  and that's really interesting maybe it'll turn out to be nothing I don't [TS]

  know but I think that there's an enormous amount of potential there you [TS]

  know and I know that Apple keeps using the words intimate and personal are most [TS]

  personal device ever and you know it could just be marketing spend but I I [TS]

  don't know why I honestly think you know and like I said earlier I think Apple's [TS]

  product marketing usually is really about the development of the product and [TS]

  then the advertising is just telling you what they honestly think about it and so [TS]

  you know I think there's a scenario where that's truly what they believe [TS]

  that this is intimate and that you know being able to send your heartbeat to [TS]

  someone you have a crush on you know or you know someone you've been married to [TS]

  for ten fifteen years or whatever or your kid is profound [TS]

  you know I i'm i'm hesitant to to to brush this aside as a gimmick the most [TS]

  intimate thing that I have remotely with my wife for instance is ri message [TS]

  strength right like that is our that's our communication method we don't talk [TS]

  on the phone the whole lot less state we have something explicitly say or we're [TS]

  driving you know in our day-to-day take a picture of my daughter or a picture of [TS]

  where I am so she just knows I'm safe and where I am so I travel a lot for [TS]

  work that RI message stream is our intimate communication window and I have [TS]

  an Android phone and I use that too but she doesn't so that doesn't become a [TS]

  conduit for us although I assume it's very similar to an Android user you know [TS]

  their text message inbox with their significant other would be one of their [TS]

  most intimate streams of communication back and forth but text messaging has [TS]

  this problem with emotional context it's very difficult to exhibit or transmit [TS]

  emotional context and text messaging it's a constant problem right and you [TS]

  that's why kind of emoji was cut off and and still obviously still on the rise I [TS]

  think people are very [TS]

  very fond of it but I think that that translating that into something that's [TS]

  tactile and visual on your wrist is a would be a very very powerful thing I'm [TS]

  anxious to see how that yes so he's like a scenario I was thinking so like my son [TS]

  desperately wants a haploid very high expectation is gonna get one for [TS]

  Christmas [TS]

  like imagine me picking up from school at three o'clock and you know I just [TS]

  want to let them know hey I'm here you know so one type 2 communication one tab [TS]

  to pick his thing and then I give the phone of course taps 0 click the button [TS]

  one tap on the screen one force touch and then all of a sudden you get to tap [TS]

  on his wrist and looks down and it just shows that I sent you know my name is [TS]

  there it just shows that I sent a nap and then he'll just now that it's like [TS]

  me saying hey I'm here like I don't have to say I'm here I don't have to so many [TS]

  words just tap here I am I'm out back right down a context as the rest yet the [TS]

  context as the rest because he's on his way out the door you know at 3301 after [TS]

  schools over like he'll get it you know that's pretty interesting to me [TS]

  yeah and I this is essentially what the guys at yo we're trying to sell I said [TS]

  that oh yeah oh you did okay maybe that's what I read but yes that is right [TS]

  yeah yeah and I and everybody made fun of you you know that right [TS]

  became a big butt but I totally see it that way you know and I feel like being [TS]

  physical instead of verbal instead of a stream of ASCII characters that display [TS]

  honest screen that you read by being physical it could be that could be super [TS]

  important and I try not to just dismiss stuff like that like yo and like the [TS]

  stepping out of hand I can make jokes about you just like anybody else or [TS]

  whatever they think it's it's funny especially when they're given millions [TS]

  of dollars before having proven that it actually has traction anything [TS]

  but I think it it's there's the simpler something is the easier it is to make [TS]

  jokes and fun about it you know and yet those are the things that have the [TS]

  potential to be the most powerful because of the simplicity so yeah you [TS]

  know you know it's non-verbal communication can be so important but [TS]

  it's always been about being in proximity to each other right like so [TS]

  like just another stupid example this when I don't know is replaceable by the [TS]

  way but it's like imagine your family dinner Thanksgiving or something like [TS]

  that [TS]

  grandparents house and its long and boring and people are talking about [TS]

  boring stuff and if you're sitting next to your kid you can just and you know [TS]

  that they're bored just give their leg a little squeeze in a look at you and you [TS]

  just look like I know hey thanks thanks for putting you know you can just shoot [TS]

  a look like for putting up with this I know this right and then take nonverbal [TS]

  communication you can do things so there are so interesting and truth be told [TS]

  that the word applies its intimate so I'm curious how I do think I think [TS]

  people associate yeah I just think the other angle that's important is that it [TS]

  only works if everybody involved has Apple [TS]

  yeah that's true I mean obviously that's important for Apple it's important for [TS]

  them to convince you that the two-way aspect of it is important is that means [TS]

  that you know you're gonna get it's not just the most a key person in the family [TS]

  will only cause than half the stuff that they that is available to work right [TS]

  you have to have it sort of a family device that everybody has one particular [TS]

  so lot of these things I think yeah totally what did you think of Kevin [TS]

  Lynch so I thought he did pretty well I thought he was pretty good up there he [TS]

  seemed much more comfortable than he was last time sort of owning his position [TS]

  now and and [TS]

  and saying you know i'm ok being here I have things to say and you know I'm [TS]

  comfortable in in my knowledge of them that's the way it seemed to come across [TS]

  but I liked it but he did a good job of that he was personable he was [TS]

  comfortable he demonstrated stuff fairly well you know where all you know we're [TS]

  just being honest you know harshest critics of the presenters at Apple event [TS]

  because the bars so high and I think it was remarkable how much better he died [TS]

  only he did terribly in September but it was awkward at times and he seemed a [TS]

  little just a little unpolished and I thought it was remarkable how much [TS]

  better he did having only done one of them before he was he was very very [TS]

  nervous last time you could tell and it definitely overcame that was he stepped [TS]

  up the Apple events the super bowl of tech event so and he released craig [TS]

  Venter et comes to mind Craig Federici when he rejoined amal and his first [TS]

  on-stage appearance was forget when it was but I know it was the back to the [TS]

  Mac event where they first announced hey there's a whole bunch of things that [TS]

  we've been doing on iOS that we're going to bring to the Mac and the next version [TS]

  and his hands were literally shaking like he had trouble going from the demo [TS]

  because his hand on the mouse was sharing and he was able to click and it [TS]

  was almost like awkward to watch and now he's one of the best presenters they [TS]

  have in fact on Twitter you know where are you [TS]

  you know he's the best is even better than you know shoulder that he's the [TS]

  best that they have and it was only like two or three events and yeah I agree [TS]

  that he is one of their best he has presidency comes on stage now he seems [TS]

  like he's having fun he really he's we worked the room you know and I think [TS]

  that that is a it's a different it's actually a different very different than [TS]

  chillers measure take or Tims like fashion thing that he's got you know [TS]

  it's very much like hey we're all here we've got some really cool stuff we [TS]

  think he'll love to see it [TS]

  you know let's just have some fun appeared on my hands and knees comes [TS]

  across like to me like Bob Saget on the old for house show like he's just owns [TS]

  the dad nature of it you know [TS]

  images funny because I like that at all I get is actually one of the dirtiest [TS]

  comics [TS]

  anybody other than about a stand-up comic comedians Nick knows that Bob [TS]

  Saget is like just brutally blew in his usual stuff so like the idea that he was [TS]

  like playing this G-rated dad on hit show was like just icing on the cake but [TS]

  that's what it was almost stuck at you know it's just he was an extremely well [TS]

  known at the time but he told Lee you know he he bought into it though you [TS]

  know he he told a salt and battery is like you know he totally owns the corny [TS]

  jokes that he you know sprinkled throughout this thing he's yeah and they [TS]

  don't work if you don't write they don't they become office forrester awful or [TS]

  chrome where the end in people will grown even now but the grown [TS]

  good-naturedly because they know he's in on the joke there's that's why he comes [TS]

  across like a metal level to its like two levels deeper on the one level he [TS]

  told Lee tries to sell the joke as hard as he can but on another level he's also [TS]

  got like I know this is corny but he's not trying to convince you that this is [TS]

  you know anything but you know G-rated corporate comedy that's why would people [TS]

  refer to dad jokes that's what they're saying like your dad knows what he's [TS]

  saying is corny but he's just like he just wants to talk right it's always [TS]

  duties like to see the conversation and be like in and he knows that you're [TS]

  gonna think it's corny and he's doing it almost because of that right so that you [TS]

  guys are both in on the joke and I think that's that's that's what comes across [TS]

  it I mean it one last break here and we will keep going on a polite but i wanna [TS]

  have one more that sponsored a tank and it's our good friends at Squarespace now [TS]

  Squarespace is your all-in-one website building designing hosting product you [TS]

  go to Squarespace [TS]

  and sign up and boom you have a website the old days you said you know to get a [TS]

  website hosting service and we have you like HTML filing index HTML that says [TS]

  like welcome to my website and then you have to start from there and you have to [TS]

  design your website figure out what it looks like then figure out the HTML and [TS]

  CSS that would actually make it look like what you wanted to look like and [TS]

  then have to upload it all and then you have to figure out some kind of content [TS]

  management system if it's something that you want to update regularly like a blog [TS]

  or something like that and you had to do it all by hand [TS]

  Squarespace is totally different it's just a whole level up you go to [TS]

  Squarespace and sign up and you start just by picking templates to choose from [TS]

  in a whole bunch of them all professionally designed all of them [TS]

  responsive so they scale up from everything from a phone to a tablet too [TS]

  big [TS]

  30 inch display and their configurable not by using code but just drag-and-drop [TS]

  you want this thing on the right on the left you to drag it from the left to the [TS]

  right and boom there it is [TS]

  and they've always been like that that puts Chris basis done right from the [TS]

  beginning but with the newest version they call it Squarespace 7 you can go to [TS]

  Squarespace dot com slash 7 spell it out a TV movie and see all the new stuff but [TS]

  they've really really taken it to a new level in terms of just how much its [TS]

  visual and drag-and-drop and what you see is what you get for web design and [TS]

  they handle everything all the hosting and everything to everything is all its [TS]

  own separate assault just one thing you go there you build your website and you [TS]

  have a website that easy they have a partnership now one of the Squarespace 7 [TS]

  features is a partnership with Getty Images so if you have something where [TS]

  you need to pull in stock photography or illustrations or something like that [TS]

  that's built into the product out to take care of all the licensing and [TS]

  everything like that so you're taller [TS]

  up legally in copyright wise they have integration now with Google Apps which [TS]

  is really really profound for people who use Google Apps for work and stuff like [TS]

  that and everything is just beautiful [TS]

  they have 24 7 support via live chat and email and the whole thing it starts at [TS]

  just eight bucks a month which is unbelievably great deal and if you pay [TS]

  for a year in advance you even get a FREE domain name registration commerce [TS]

  every website comes with free online store so if you have something you want [TS]

  to sell if the website your building is you know something about some kind of [TS]

  product you're gonna sell that's just a built-in feature you don't even have to [TS]

  pay extra for it it's just something you can turn on and use if that's what [TS]

  you're building a website for just can't emphasize enough how just about any kind [TS]

  of website you want to build you can build with Squarespace blog feel the [TS]

  podcast you wanna host you guys podcast if you are an artist or designer [TS]

  something like that you can use it to create your product portfolio show after [TS]

  work if you create things make things you want to sell you can use it to build [TS]

  a store it's hard to think of something that you couldn't build with Squarespace [TS]

  so where do you go for more information go to Squarespace dot com slash Gruber [TS]

  my last name [TS]

  square space.com / Gruber that I let them know you came from the show and you [TS]

  can get started for free to get a whole month just sign up and you can try it [TS]

  for free [TS]

  gonna keep it afterwards when you do pay if you use my code change my initials [TS]

  just use JDS the code you'll save 10% off your first purchase and show your [TS]

  support for the talk show so my thanks to Squarespace go check them out at [TS]

  Squarespace dot com slash group so if there's anything that I was disappointed [TS]

  by in the event it was that they didn't really show anything [TS]

  knew that they hadn't shown before and I kind of expected that they would accept [TS]

  for third party stuff which they obviously couldn't show it to ya I did [TS]

  and one of them to to expose their reasoning a little bit which they have [TS]

  done in the past rate and I think that a lot of us comes in the form of onstage [TS]

  comes in the form of we think this is gonna be great for X&Y right and that is [TS]

  their way of saying these are the things that we were thinking about when we made [TS]

  it right they don't do it always super explicitly but it seems like you [TS]

  generally get kind of those knots right and it didn't seem like they did a whole [TS]

  lot about for the watch [TS]

  yeah definitely not I and I think I think it shows I think it for better for [TS]

  worse I'm not willing to say that they're wrong I'm not passing judgment [TS]

  yet but it seems to me like their message is starts with the idea that [TS]

  people want the Apple watch and that it's largely about which one do you want [TS]

  and that they've they don't see the need to explain why you wanna do agree I [TS]

  think that's true they don't see the need but I also think they're wrong [TS]

  right so I think they evade they feel that if you have an iPhone this first [TS]

  batch of of watched users will be people that have an iPhone that one more iPhone [TS]

  stuff right there want more of that experience or want to have no access to [TS]

  those things and hear some cool of the things you can do with it and that's [TS]

  enough and I've in darkness ok and it may work just fine but I think that [TS]

  they're wrong if they think I'm also remember I'm projecting motivations on [TS]

  them at this point but if they think that that's enough i think is wrong I [TS]

  think they actually do need to [TS]

  or needed to focus a little bit more on use-case scenarios because they are [TS]

  going uphill against this this sort of pressure it's more money and it's [TS]

  another thing I've got in my life that may take attention from me and I [TS]

  obviously because I wrote that I feel the same actually give you back time but [TS]

  I think there was none of that explicitly said yea or very little I [TS]

  didn't mind the the word the the conceit of Kevin Lynch's demo of let's just run [TS]

  through a typical day in the life of an apple watch and it was good in a lot of [TS]

  it was third party but what was missing and they've never done is like with the [TS]

  original iPhone Steve Jobs is a here it is and any showed up and here's the home [TS]

  screen and it was here is what all the apps till I'm not quite sure that he'll [TS]

  never happen but he's certainly opened all the mainland's right he opened you [TS]

  know he went through Safari he went through mail he went through the phone [TS]

  app and said in a way you know we've reinvented the phone and you know you [TS]

  know voicemail socks here now we've done it the right way visual in a list like [TS]

  just like your email and you can see who they're from and play them and delete [TS]

  them [TS]

  analysts like you know so you're not like an animal anymore but right now you [TS]

  forget I mean everybody nobody likes getting lost but got voicemail suck [TS]

  before the iPhone is ridiculous [TS]

  oh my god it was yeah and then once you've got a few messages deep it was [TS]

  just horrific and sold get on stage with such a cool so like maybe like you know [TS]

  your dad mom call you know two or three times a week a lot to have a bunch of [TS]

  voicemails there but you've got a voicemail from [TS]

  you know like a doctor appointment or something like that that's 45 deep now [TS]

  but you still need it because the doctors that that message is the only [TS]

  thing you have that has the phone number of the office and you need to call back [TS]

  as you point to get sucked before finding that message and it's you know [TS]

  he showed it though right through Lake County I maybe didn't go through but it [TS]

  just seemed to me like an end at least you could see what they all and if he [TS]

  didn't show you the calculator app you saw the icon on the home screen then you [TS]

  know what does calculator I still think alike to me and it's crazy that like [TS]

  there's all these apps on the home screen of the warrant that they still [TS]

  haven't told us what they do like right out of the box there's a bunch of [TS]

  get the App Store forget you know for which I do think is important in its key [TS]

  to the success of the thing long term as a platform but I'm to say as it watches [TS]

  do you buy it you bring it home [TS]

  put it on your wrist and there's a bunch of apps on the home screen and they [TS]

  still haven't explained I'm really surprised by that and disappointed [TS]

  honestly Tim Cook did mention it he said you know one of our team members is [TS]

  wearing it loves using his watch to take pictures remotely but they didn't show I [TS]

  can't believe they didn't show such a visual thing to like i just i just kind [TS]

  of feel like however many icons there are on the home screen out of the box [TS]

  they need to be justified explain to us why why they're there you know and I [TS]

  guess you know I don't know to me there's a and maybe it's justified maybe [TS]

  they're gonna say arrogance you know is justified that there they know that [TS]

  people will buy it and people will figure it out on her own [TS]

  but I'm surprised because to me that's what that to me is how they that that's [TS]

  why I say that it felt like two different events like the first half [TS]

  focused on the MacBook did exactly what Apple to me always this the hallmark of [TS]

  it is that they here's here's everything that's different and new about this [TS]

  here's why [TS]

  and you know the trackpad the keys the you know the new screen technology the [TS]

  lack of ports you know they're going away you know we do everything [TS]

  wirelessly now and we've done this amazing battery stuff to make it all [TS]

  work and trunk the motherboard government of the fans that we have room [TS]

  for batteries [TS]

  explainable where's the watch they're not doing that at all and I don't want [TS]

  to read too much into it because I really have no idea behind the scenes [TS]

  who does what [TS]

  but it from the outside externally it's interesting to me that Schiller has had [TS]

  nothing to do with the watch on stage and I don't know saying you know i just [TS]

  i just couldn't I can't see him to doing a presentation like this where it's not [TS]

  explain again I'm not trying to say that there's any kind of controversy inside [TS]

  Apple about it maybe he helped you know for all I know he was right there and [TS]

  stayed directed everything about the watch thing even though he wasn't doing [TS]

  it I don't know but it just is interesting to me know I know to me it [TS]

  felt like a different tone and a different style presentation and it's [TS]

  interesting that children had nothing to do with it either it is interesting and [TS]

  it does it is against his sort of presentation style not to say this is [TS]

  what it is and explain it in in sort of enough detail but not too much to kind [TS]

  of get the point across quite a bit special and be it want to use it right [TS]

  yeah and that that I think was missing from the the watch I have had this [TS]

  theory off-loaded here I was gonna write about it offloaded here for first time [TS]

  you can tell me what you think I have a theory about the whole use case scenario [TS]

  obviously I think time saved his initial metric to look at you know when you get [TS]

  to watch [TS]

  I'm gonna try to do this myself internet like gauge how many times I look at my [TS]

  phone during the day and then gonna get to watch put it on and then measure how [TS]

  much time to look at the phone after that and then see what the differential [TS]

  is I think there will be an interesting metric to look at but beyond that so [TS]

  that's the initial thing Mike Geary is that they have another strong use case [TS]

  for this but it depends on third party by then and time so they can't talk [TS]

  about it yet and that use case is that the Apple watch becomes a 20 the tubule [TS]

  to protect for your life so you have the watch on your wrist you walk up to your [TS]

  car and your car unlocks with either confirmation tap or just by proximity [TS]

  then you probably at a public guess because you want confirmation up a [TS]

  security unlocking then you get in your car and your watch tells your car your [TS]

  Apple your car play display [TS]

  you wanna listen to this music in this is you in the car so you can adjust your [TS]

  seats or whatever the case may be to you and it loads up your navigation for your [TS]

  morning drive on your Apple maps because it knows this the time you go to work or [TS]

  you go to school or whatever the case may be [TS]

  you you drive you stop at a gas station you get out he walked in your paper [TS]

  coffee with your Apple watch you walk out you get into your car you drive to [TS]

  school to get out you walk in you hand in your homework by tapping out watch a [TS]

  couple times to transmit your homework to your teacher you sit down you cheat [TS]

  on your test Apple watch you don't you give it the Jets right leg but this [TS]

  these these lubricants will add up to once again as a time-saving theme but [TS]

  they sort of allow you to kind of do this in the model for this is the Magic [TS]

  Band rate at the Disneyland or Disney World where they have this band that has [TS]

  NFC Bluetooth in it and it's your while and and it's your ticket to the park and [TS]

  that you're fast pass allows you to jump the line and it's your your signal that [TS]

  tells a cast member that you're nearby I can come up with a personalized offer [TS]

  like oh hi Matthew would you like to meet cinderella she's right over here [TS]

  you know all of that stuff and I think that there's a lot of [TS]

  dear involved in that but there's also a lot of possibility and I think that that [TS]

  maybe is there long game here but they can't talk about it yet because they [TS]

  have to have the buy in from the car manufacturers in from the west and from [TS]

  the you know etcetera etcetera etcetera [TS]

  yeah I agree with that i think that calling it [TS]

  social lubricant our life lubricant I got a refined it is I think that that's [TS]

  the scenario I also think that maybe more than time saved what they're trying [TS]

  to pitch it as in this to me it's you know it's very it's not any different [TS]

  than any other SmartWatch in terms of the mission statement which is to me a [TS]

  tension saved that it takes less of your attention to glance at your watch than [TS]

  it does to answer your phone [TS]

  Jony ive had an interesting quote in the Financial Times interview or feature [TS]

  that he died came out a week ago where he said something about with the [TS]

  traditional watch that he'd noticed that many times he glanced at his wrists to [TS]

  check the time and then realized that he hadn't even really notice the time and [TS]

  had you have to look twice the first time he paid a little attention that it [TS]

  doesn't even register that that's how lightweight a watch can be that you can [TS]

  almost paid not enough attention and have to check twice and that that's [TS]

  interesting and I do think that's sort of where they're going but on the other [TS]

  hand that pitches no different than the pitch friend right where or pebble or [TS]

  friend yeah right right and the only it's our thing and so we're gonna make [TS]

  it then there ya you know the communication angle is awful deed [TS]

  sending a doodle sending a heartbeat sending the tap is that you know nobody [TS]

  else has anything like that and it very intimate and personal notification thing [TS]

  is like the obvious feature that everybody is thought of right right I [TS]

  agree so and the reason just a very fact that we're having to dissect this makes [TS]

  me think that maybe they didn't communicate these things is clearly a [TS]

  good one of the things they showed and I know that they've said this and people [TS]

  knows that so for example someone sends you a text and it will show up on your [TS]

  watch and you can respond either by getting three ways they respond and [TS]

  it'll try to give you a couple of gases in a button you know an example being [TS]

  the supermarket and i can text my wife the shopping list just says butter and I [TS]

  could say salted or unsalted butter and then its allies gonna parts that she [TS]

  enters on our watch sheik [TS]

  buttons that say salted unsalted not sure which is call obviously it does not [TS]

  cover every scenario you know you can use the microphone to either send a [TS]

  recording of audio or to have the dictations you know dictate what you say [TS]

  I could see that being useful but to me it's interesting in telling and sort of [TS]

  questionable that you can't do that for email email you can only read and if you [TS]

  want to reply [TS]

  it has to be handed off to your phone and I can kinda see why his emails are [TS]

  longer and more complex you know how much dictation you know they text just [TS]

  the right amount of blank implicit implicit not necessarily enforce [TS]

  I gotta know I'm not even sure what the largest I message earlier dissenters [TS]

  terms of words I don't even know if there is a limit but you know there's an [TS]

  implicit idea that center to wears an email might be longer but they showed it [TS]

  as shown on stage like reading an email to watch and it seems ridiculous [TS]

  its yeah it does the people that I talk to you that have been using it kind of [TS]

  get on and off for a while [TS]

  have had on the risk they say that's actually much more readable I guess than [TS]

  it seems [TS]

  and my experience in person was I pulled up some some stuff that could be a nice [TS]

  trip back and forth and it's definitely readable but it's tiring rate the reason [TS]

  they call them glances and the reason that a lot of their stuff is based on [TS]

  you flipping your watch up to look at it like I was doing a demo recording a demo [TS]

  with Darrell of my coworker and we were he was filming me and I was running [TS]

  through the watches pieces right for our hands on thing and I'm holding my wrist [TS]

  up there and I'm thinking around but then it took like three four minutes or [TS]

  whatever to record the time out by minutes and by the end of it I'm a [TS]

  little out of shape but I don't think that it's just it's uncomfortable [TS]

  position to hold for a long period of time if you hold your arm up and out in [TS]

  front of you and position it so that you're looking at like your watch face [TS]

  if you hold out for any more than maybe 30 seconds it starts to get [TS]

  uncomfortable just were not sort of built to do that and I think that that's [TS]

  an interesting thing I don't think where I think we may have read something a [TS]

  couple hundred words long but not much longer than that I've heard from people [TS]

  who are who've been to the third party lab inviting developers out for that [TS]

  maybe I might be the first thing that they say is that you anything any [TS]

  feature you're thinking about for a while chap should be 10 to 15 seconds or [TS]

  less of time and if your idea is something that will take more than 15 [TS]

  seconds it's probably not a good idea for the watch and if your idea [TS]

  currently takes more than 15 seconds and you can't you know you you should try to [TS]

  figure out a way to make it 10 seconds and I don't think it's so much about [TS]

  partly partly at about battery life but partly it's even if the battery was a [TS]

  week-long [TS]

  of serious use I think that that advice will still stand for exactly the reasons [TS]

  like it's just the nature of something on your wrist is ergonomically and [TS]

  whatever else psychologically even is you know glances yep yep and then the [TS]

  further away you get from glances the less useful it is and the less people [TS]

  will want to utilize whatever a pew pew designed and I think there's gonna be a [TS]

  great learning curve for that people are going to ship stuff that's obviously not [TS]

  rate you know doesn't doesn't work rate did you in their hands on experience [TS]

  that you had to do you get to feel the taps oh yeah I did and they're really [TS]

  cool I mean the end this is glad you brought that up because this whole [TS]

  tactic thing is so we're talking about because I think it's a big part of [TS]

  Apple's future you know on all the devices yeah yeah we should the bed by [TS]

  not talking about a book we can do it did you did you get like I felt taps in [TS]

  September but they were all part of the demo loop and it was really only taps I [TS]

  felt like when a text message arrived and I thought man this is really cool [TS]

  it's not like you agree is not a vibration at all it's a new sensation [TS]

  yeah actually it's it's haptic feedback but it's done by the use of what they [TS]

  call lateral force fields which is essentially these forces that are [TS]

  directed sideways at one another and I believe it's the collision of those [TS]

  forces that they can shape to direct the pressure downwards towards your rest did [TS]

  you did you get to demo the whole left-right thing is I was something I [TS]

  know I didn't get to experience in September he did it I didn't they [TS]

  repeated it again that if you're using it for walking directions it'll give you [TS]

  a sense of turn right I can still can't imagine what that's like it sounds [TS]

  awesome I still haven't gotten it to experience not a good question I didn't [TS]

  I didn't do that I wish I had yeah I could see how they could shape it though [TS]

  to go left or I just knowing just a little bit but I know about the [TS]

  technology there was this I mean this goes for [TS]

  the engine cause I think that the engine sure a lot of similarities between the [TS]

  tactic engine in the in the watch and the vibration feedback engine that's [TS]

  underneath the MacBooks touchpad they share a lot of similarities and that [TS]

  everywhere centrally based on the same overall array of it the way that the [TS]

  sheep in movies vibration so the trackpad and just publish something in [TS]

  his last night cause I have some coworkers and they didn't know what the [TS]

  track it doesn't move on the MacBook at all I like there's a there's some sort [TS]

  of nanometer that they say it's allowed to move but it doesn't move essentially [TS]

  an enemy 200,000 the crib sheet of paper but it does it click it doesn't actually [TS]

  physically move so when you press it there is a sort of pressure sensitivity [TS]

  threshold that you're allowed to adjust which i think is gonna have great [TS]

  implications for accessibility people with you know motor skills issues [TS]

  things but there's a certain pressure that you're allowed to push and once you [TS]

  pass that threshold it sends the signal using this Ezell f's these lateral force [TS]

  fields to to simulate that the keypad is clicked in the same thing that's using [TS]

  the tactic engine is using I believe to direct the four straight down into your [TS]

  rest and it certainly feels straight down a finger pushing and arrest so [TS]

  hands-on with the MacBook did it feel good by clicking on it felt so good that [TS]

  I an apple person actually had to tell me it didn't move really yeah I missed [TS]

  that it didn't move or something I would you know there's a lot going on and I [TS]

  guess I missed it and I was clicking on a call later on an apple person told me [TS]

  oh no it doesn't move at all as I said it had one level of click and then with [TS]

  the force touch things you push down further and then it vibrated your finger [TS]

  and he felt like cooking downwards further but that says that says [TS]

  everything know that you didn't even realize that yeah so in other words the [TS]

  best way to put it I guess would be if the MacBook is powered off there's no [TS]

  click at all you'll just part and an apple person tell me that they actually [TS]

  will accept two of them side-by-side [TS]

  testing and playing with them and they could like play piano on them because [TS]

  they're so they did you know basically centel's pulses up and you can like you [TS]

  could rotate your fingers on i'ma get the 60 the piano feel but yeah if you're [TS]

  off that things not gonna buy British iconic look at all it's just a new stuff [TS]

  tends to ship iOS first I mean I was still the only thing with touch I D just [TS]

  the nature of today's Apple I think it's pretty telling that forced touch and the [TS]

  tactic engine came to the Mac before iOS and I think the easiest prediction to [TS]

  2015 is that this year's new iPhones are gonna have forced touch and probably I [TS]

  bet iPads too easily and I think the wall street journal thing that came out [TS]

  like a report last night or this morning or something that said you know I funds [TS]

  later this year [TS]

  gonna have forced touch and obviously there is [TS]

  remember too that it's two separate technologies right see a forced touch [TS]

  which is the we know how hard you're pressing so we can do different things [TS]

  depending on a large press then there is the defeat lateral force field [TS]

  exactly exactly those haptic that haptic feedback and it would be interesting to [TS]

  me if one comes to the iPhone without the other is it feels like they're [TS]

  intertwined technologies right to get the force sensors around the track pad [TS]

  which they determine how hard you press and then in the middle you've got that [TS]

  engine which can give you the vibrations back I think it's either I think it's [TS]

  both will come because how cool would it be if so great if your buttons on your [TS]

  phone actually click so that seems like honestly that it seems to me like it'll [TS]

  be best on iOS [TS]

  you know even more impressive than it is anywhere else because I think that'd be [TS]

  so cool to have touchscreen buttons that actually click would be great I'm [TS]

  waiting just thinking about it I'm waiting to to email John Chen to ask him [TS]

  for his reactions that CEO blackberry I just wanna like all these years if you [TS]

  wish [TS]

  like clickable keys gotta do anything about it for typing I didn't even think [TS]

  about it but that would be great [TS]

  the other thing they even say they're saying for the Mac is with the trackpad [TS]

  is that it's pressure sensitive drawing you know in a democrat pat now take that [TS]

  up how much better would it be for pressure-sensitive drawing on an iPad [TS]

  crazy be fantastic [TS]

  really make sense to me that the pressure is registered on the device and [TS]

  not through the stylist so you have a dumb stylists or your finger and a smart [TS]

  pass and that which is where the pressure is registered I think any in [TS]

  all previous efforts that put the pressure sensitivity in a stylist they [TS]

  had to if they wanted to work on iOS obviously but i think thats the [TS]

  backwards way of doing it [TS]

  yeah totally 100 percent and it makes an iPad instantly kind of more attractive [TS]

  than say a Cintiq or something like that because you're trying you know you're [TS]

  trying on this mobile device that has all these capabilities and now it has [TS]

  forces pressure sensitivity as well the one thing that they would be missing at [TS]

  that point which I would really love to see them fix is the latency issue right [TS]

  is there still weigh their way above what the ten-minute millisecond [TS]

  threshold like 30 or 40 or something or maybe even higher than what it is [TS]

  exactly but below 10 second 10 milliseconds is where you sort of get [TS]

  this field where it's one-to-one like your pen tip it follows repented exactly [TS]

  cuz right now if you scrub on an iPad like drawing drawing falls way behind [TS]

  you know the iPad stylus stepbrother and that's like an extremely messy issue and [TS]

  so if they were able to fix that and give this sort of pressure sensitivity [TS]

  to the screen I mean it would instantly make it the best driving surface out [TS]

  there trying trying their hand and a lot of artists are already doing amazing [TS]

  work drawing on iPad but it's like you said it's totally take it to another [TS]

  level and I agree ladies [TS]

  to leave I'm not an artist only draw but I notice it whenever I have to sign my [TS]

  name at an Apple store that you know sign out on a per yea it lags behind and [TS]

  it's it's surmountable [TS]

  artists there many artists doing really really cool stuff on ipad have seen tons [TS]

  of our like Apple's last ad thing featured a bunch of our creed and iPad [TS]

  right and so there's obviously people to meet stuff there but there there by [TS]

  passing that difficulty by training themselves and I think that just giving [TS]

  them the 121 the true 121 as as we've always had put like taps in scrolling [TS]

  but doing that with vigorous drawing or expressive drying would would help alot [TS]

  for sure what did you think of the watches themselves like which any of the [TS]

  bands stand out to you so I'll make my you don't purchase prediction now I [TS]

  think I'm probably gonna end up with the black the the space black with black [TS]

  rubber band think that's probably what I'm gonna end up with and not because [TS]

  they don't like the links but just because they think it's I just gonna get [TS]

  more data do you set of that and I mean the purchasing like link separately [TS]

  later on but like the black with black links or the black with the demand is [TS]

  kind of leaning towards right now what's the black with a black sports band yeah [TS]

  but that's this [TS]

  the blacks 2600 I see you're just saying that you talk about black sport are [TS]

  black aluminum right with the steel yeah no problem like aluminum is that if the [TS]

  steel only comes with the steel link so be either one of those two things [TS]

  yeah those [TS]

  like it does seem to be an all out of control that it looks like the black [TS]

  bracelet darker than what they showed in September website but I don't know that [TS]

  that's a different product photography or a family changed the material right [TS]

  right yeah I just saying I mean I think they could have they could have [TS]

  definitely enhance it may be to make it bigger differential it's possible for [TS]

  sure but I think that the black the black of the black steel is probably the [TS]

  most insanely attractive to me but in person the black one looks gorgeous I [TS]

  mean it highly it's like a chrome [TS]

  but it's very very very pretty I think they did a great job of that in the [TS]

  black steel links the cysts its bc it's a very manly design obviously 901 a [TS]

  project you know and love it but it seems to me like it's aimed at the [TS]

  middle market but almost all of them had an attractive disingenuous [TS]

  attractiveness the aluminum parts the aluminum ones do look very utilitarian [TS]

  next to the other stuff like almost everything else looks very classy very [TS]

  polished and refined and the aluminum ones are aluminum you know and it's just [TS]

  a different they remember to the aluminum one of the only ones that don't [TS]

  have a color crown like the end of the crown is just bull nosed into aluminum [TS]

  so if there's definitely a feeling of like a this is a tool for the other [TS]

  things are maybe a little bit more [TS]

  your personal style you know [TS]

  everybody John here sorry about this but the next minute or two of the audio this [TS]

  episode is garbled like to offer digital artifacts something from a low red [TS]

  horror movie or something we're not sure what happened nothing we can do about it [TS]

  seemed to better to keep it for the content to cut the whole thing and have [TS]

  the show be a bit disjointed but I figured we do an insert here just to let [TS]

  you know that it's not like you got a bad copy of the file or something like [TS]

  that is a known issue last about it too will do our best to make sure it doesn't [TS]

  happen again sorry about that and thanks for listening I I certainly hope he'll [TS]

  basically the mistake I made if they try to sell multiple band which means the [TS]

  price I i should get exactly because once you assume that the band's price to [TS]

  sell everything is possible I think so let's say running a forty two new meter [TS]

  deal and you want to get really crazy it's $999 right right [TS]

  blacks like a hundred bucks more something like 50 bucks or something [TS]

  yet $9.99 and it's $50 premium for $100 premium to get space black ok so you get [TS]

  the silver won the silver colored stainless steel $999 if you buy the [TS]

  sport model its $600 and the link bracelet is only 450 so it would only I [TS]

  guess [TS]

  so I guess you'd pay $50 more than I guess it's just it all works out so if [TS]

  you buy I was thinking that you would save 50 bucks but no its I was getting [TS]

  confused between thirty eight millimeter and 48 42 million prices so now it's [TS]

  exactly the same so you don't pay any penalty if you buy the one comes with [TS]

  the rubber band and buy a link bracelet you pay the exact same amount as if you [TS]

  buy them the link bracelet and by $50 rubber band gets it while I remember to [TS]

  though that you've got a medal mismatch their Louie Mantia mean a nice charge of [TS]

  stuff that quote matches and to quote and stuff that doesn't in other words [TS]

  the pin is a different model than the key seeing or the buckle is a different [TS]

  metal in the casing or even the links or departmental in the casing so those [TS]

  won't match rights because it's only steel and black steel in the link [TS]

  bracelets so those won't match the teasing finish on the aluminum so if you [TS]

  don't mind a metal mismatch then you're golden you can do that and will cost you [TS]

  any extra but it will miss it won't match will match exactly the medals yeah [TS]

  I don't think that matters much I think anybody does it's not gonna look bad per [TS]

  se because it actually is slightly different than this deal anyway because [TS]

  this deal [TS]

  the case is highly polished and the bracelet is not the marina is sort of [TS]

  brushed which actually makes sense because it would you know the brace it's [TS]

  going to take more scratches then they would scar and stuff you know you see [TS]

  that a lot on on traditional watch bracelet band you know some of them are [TS]

  polish but that's more like when you get like a platinum gold or something like [TS]

  that if its stainless it's often not polished yeah and on the physical nature [TS]

  of the watches what we're talking about the bands in the casings just for [TS]

  listeners if that haven't had the chance to to feel these things they're a lot [TS]

  better than they look both the bands and the casing and this goes for all the [TS]

  bands I all of them are a lot sooner in person with wise to you know I twice I [TS]

  should say then it then it looks like in these images these images make them look [TS]

  like the camera adds 10 pounds in 10 pounds to all of these casings and bands [TS]

  am looking right [TS]

  now image of the 42 millimeters stainless steel with the link bracelet [TS]

  and that link bracelet looks fat and it's not it's actually surprisingly fin [TS]

  ya and in singles for the casing still yeah so I don't I should have predicted [TS]

  that I think they're going to sell a ton of these bands like especially the [TS]

  Milanese loop is only like 150 bucks understood what I was surprised by yeah [TS]

  I think that that's almost like a no-brainer like I think people may be [TS]

  hesitant to buy the link bracelet since it's especially you say you will be able [TS]

  to just buy the sport watch and get the link bracelet but I think people who are [TS]

  price sensitive enough to want to go that way are going to want to spend more [TS]

  on the link bracelet than the watch itself costs I think you know I just [TS]

  don't think that's gonna come up much I'm sure you know some people will do it [TS]

  but I think it's it's not even worth worrying about in terms of me know [TS]

  should output should Apple of strategic you know done something to try to [TS]

  prevent yeah I think you're right and look at the Milanese I've noticed [TS]

  actually a lot of people from Apple wearing those pretty popular and the [TS]

  ease with which it goes on and off and the planet kind of classiness of it [TS]

  could be the dress band of choice for a lot of these people that buy like a [TS]

  sport or even a steal with the sport band you know cuz it costs it could be [TS]

  the dress bandage choice for the masses and I think that it's it definitely has [TS]

  maybe a more high fashion appeal because of the Milanese bracelet on natural [TS]

  watch fanatic you probably never even knew the name even if the casing or [TS]

  whatever but it's obviously a very classic bracelets been around a lot of [TS]

  years but i just think that it may actually have a nice dressy shiny metal [TS]

  feel for people that don't want to spend the $450 for the steel bracelet I think [TS]

  that's actually gonna be a popular dress one yeah and if you're the sort of [TS]

  person who's fussy about having something sized perfectly and I am I [TS]

  gonna you know my life I've always watches and there's been a lot of times [TS]

  in my life for a bottle watch [TS]

  and found that there are like two holes in like with a classic buckle and one [TS]

  too little too tight and the other one's a little too loose and I've always [TS]

  regret that there you know they whoever designed the watch band that strap [TS]

  hadn't moved the holes like half a click [TS]

  you know up or down the Milanese loop and doesn't have that problem because [TS]

  it's it's you can't rise it to exactly you know once one size fits all so [TS]

  speakers just double right anybody who's fussy about that is you know gonna love [TS]

  that size ability I think the other thing I guess I wanted to talk about is [TS]

  the timing of the event and I know there are a lot of questions going in like [TS]

  what they've been saying April but then why are they holding this event on March [TS]

  night and the answer is I don't hope he even after the event right leg I not [TS]

  quite sure so the timing is they had this event on March 9th the next date is [TS]

  April 10th which is when they're going to start taking pre-orders and when [TS]

  they're going to have watches in Apple stores to look at and then the next date [TS]

  is April 24th which is when they're gonna start shipping and selling my yet [TS]

  but does the day so why hold the event what seven weeks in advance of a month [TS]

  in advance of pre-orders and 123456 weeks before it ships I don't get it i [TS]

  dont either and I mean my minds of my mentally blank on this issue so the only [TS]

  thing I can I can spit ball on this to use your phrase is that they might be [TS]

  trying to give reviewers a bigger window as far as I know review units were [TS]

  issued for these watches yet but I mean I certainly don't have one really say [TS]

  that although if it did happen I would probably say the same thing [TS]

  but well you wouldn't you say nothing know that's right you're right I would [TS]

  say don't think so I i dont have one so but it would seem to me that maybe they [TS]

  want to give people more time with them because they feel that they have more [TS]

  time but that's literally bill and then I'm speaking not as a person who I'm not [TS]

  assuming the number again everybody you never do I've only ever gotten one [TS]

  review thing I think it was probably an accident [TS]

  probably included on a list but I just get interested party like anybody else [TS]

  thinking what if you want to give people more time to live with these things [TS]

  before they write a review of them rather than the traditional one-week [TS]

  window and I know they like to keep that window type of look at the distance [TS]

  between say the pre-order and the sale that's a lot of time you know so yeah I [TS]

  don't know it might be different because like hey reviewing a new phone you know [TS]

  what an iPhone does you for six years you don't need more than eight days to [TS]

  review it because all you're really reviewing is what's new with like this [TS]

  year was it bigger touch I D or R papal pay and you know how good is the new [TS]

  camera [TS]

  you know you can do that and we can maybe like you're right maybe like this [TS]

  all-new platform you know a new way to get through your day of interacting with [TS]

  your devices staying connected you might need more time I can honestly say this [TS]

  is what I mean not having been at the event you know I do not have a review [TS]

  unit nor have I talked to anybody at Apple about getting so you know I'm [TS]

  completely in the dark as to whether anybody has one whether I'm going to get [TS]

  one if I did when you know at some point I might have to shut up and stop talking [TS]

  about do it's a psycho Warren canary [TS]

  to take up their website and click on the NSA is it is a hit about four info I [TS]

  guess I gather you can just keep listening to the talk and see if I say I [TS]

  don't have a review [TS]

  told that that I'm getting didn't know I was very very surprised if anybody has [TS]

  one right now I just don't think that they would give them out six weeks in [TS]

  advance it just would be so unlike them I would be surprised if maybe they give [TS]

  if they see them [TS]

  April 10th you know two weeks in advance and get which would be a little bit more [TS]

  time than they usually do but I don't know and and the other thing that's [TS]

  weird about it is in my experience getting review units since 2011 every [TS]

  time I've ever gotten a review unit of any product from Apple Biggs you know [TS]

  flagship or minor upgrade its been given to me in person they don't just ship [TS]

  them although I have heard of them shipping review unit but I don't know [TS]

  that it's ever been a new cat well it's never been a new category podcasts you [TS]

  know I can upgrade to something or whatever I have heard of them doing that [TS]

  but I've gotten them for software products like they've sent me like a [TS]

  review unit with the Yosemite public beta on it so that you know it's weird [TS]

  is $8 right that makes sense [TS]

  like the object itself it's the software right and it was shipping on a totally [TS]

  bog-standard you know perot it's just a funny thing that they say I think they [TS]

  make a list of who they want to send them to and based on whatever criteria [TS]

  and then I made the list but it's just funny because I was already running the [TS]

  assembly Public Act book because I'm in the developer program then I know how to [TS]

  do it and I know the rest but I know you know they do it for good reason that [TS]

  they don't want you know typical journalists risking you know screwing up [TS]

  their MacBook [TS]

  by putting a public beta sure yeah but I i didnt no way they're just going to [TS]

  ship me this but if they hadn't given them now there's a chance I get I will [TS]

  not there's no way I'm going to be able to fly before April 24th so if you know [TS]

  if they're our review unit I don't have to put that on the day going to have [TS]

  another event so I don't think there would be any reason to fly so maybe [TS]

  they'll hold briefings New York like this sometimes too and I could do that [TS]

  so I can take a train I just can't fly yeah I mean if they did it separate from [TS]

  an event is normally do these things away from Eventbrite so they are added [TS]

  to them rather see if they're doing it away from an event it would be a similar [TS]

  thing to where they helped briefings you know in New York for whatever it was [TS]

  Mavericks [TS]

  yeah and there's a bunch of people invited to that may just be the trip to [TS]

  the city from where they were or if they were in the city they came in on there [TS]

  was several scheduled throughout the day so they could feasibly do that but it [TS]

  would seem to me that it would limit their ability to talk to the people or [TS]

  give them to the people that they wanted to cuz I'm sure the reviewers are [TS]

  scattered everywhere it's not just journalists I have I would it would be [TS]

  insanely shocked if they give in addition to a journalist and not to a [TS]

  watchmaker Swatch reviewer great high-end fashion reviewer or watch [TS]

  reviewer [TS]

  I could see them giving an edition model to them to evaluate from that [TS]

  perspective I actually see 22 new areas where I would be surprised if they don't [TS]

  I would say it's dead cert III the one I would bet money on is that they will [TS]

  seed review units to fashion people like Vogue I don't know enough about the [TS]

  fashionable to say who would get them you know but like Vogue dq magazines [TS]

  like that [TS]

  from the fashion world but that's not this is the watchword not like the white [TS]

  what you like the Ben Clymer but I think they'll probably see them to them too [TS]

  but I think it's more certain that they give it to the fashion people a little [TS]

  less certain that they give it to the watch people cause I feel like to watch [TS]

  people are still sort of there's a sort of you know this is interesting but it's [TS]

  not really a watch watch because you know it's the mechanics of a mechanical [TS]

  watch that it's so big a part of the obsession and everything else is [TS]

  ancillary it's really the movements and and that creation of that they were [TS]

  interested but I don't know I but if I had to bet though I had been a little [TS]

  bit less than a fashion people but I would bet that give it to him to cause [TS]

  the one thing that is mechanical are the bands and I know just from talking to [TS]

  Ben Clymer at the last event they're super super interesting to watch people [TS]

  because they've really you know in a lot of ways like the modern buckle and the [TS]

  link bracelet they've really like shown up the watch world if the link bracelet [TS]

  holds up and raise a question about that because link bracelets you know [TS]

  traditionally they called stretch where if you get like an old in older Rolexes [TS]

  separated by like a vintage Rolex usually the band is the bracelet is [TS]

  loose it it jangles a little just because over time you know it just the [TS]

  the connections between the links get stretched and the companies like Rolex [TS]

  Omega you know the higher end ones have got good at that over the years and they [TS]

  make bracelets that last a lot longer now Apple's brand new it so the question [TS]

  as to whether the link bracelet one year later is going to still be just as tight [TS]

  as it was when he bought it but engineering that went into it is insane [TS]

  assuming that it is though they've they've totally shown up like the way [TS]

  that you can adjust it and take links off without a special tool is [TS]

  groundbreaking and clasp is way better the clasp on the Apple link bracelet is [TS]

  way better than mechanically is it then [TS]

  in terms of cleverness and the clasp on a Rolex so that's that's why I think [TS]

  they'll probably give it to the watch people I think the watch people probably [TS]

  spend more time writing about the bracelets they will the software giant I [TS]

  really I it's so funny that they held this event that I I went into it [TS]

  thinking that they were gonna answer just about all my questions today I i [TS]

  feel it answered almost none of them really hurt least fewer than half I [TS]

  still have no idea when they're going to cede reviewing and that's if they're [TS]

  going to have to write they're not going to let this thing ship without having [TS]

  anybody review it i mean that would step would look so the optics would look so [TS]

  bad it's like when they release a movie and they do they don't the review [TS]

  embargo drops the day before and yeah this is gonna be great right [TS]

  yeah that would be it would it would be if they don't give review unit and I did [TS]

  say the same [TS]

  take myself out I don't feel entitled to one I i dont know I never know whether [TS]

  I'm gonna get a review it or not I guess that I might is only based on the fact [TS]

  that I've gotten review units of everything the last few years but if it [TS]

  ever stopped if you know I just never got a call and you know April 10th and [TS]

  24th come and go you know I just buy one you know I did just fine you know the [TS]

  years before I buy one in an evaluator but I'm gonna write about it either way [TS]

  right it's just a question of when it'll the review will come out and everybody [TS]

  else would like that to be true for every public everybody who wants to [TS]

  review the applet is going to review it whether they have to wait to buy 1 April [TS]

  24th or not so I can't see why they wouldn't give review units if you know [TS]

  when and how cold in history right so kind to me about it [TS]

  the reason that the more time he makes sense is because it is a new category [TS]

  you have to think about it a little differently and there if they give [TS]

  people more time to think on it I think will be better off as if they did wait [TS]

  just everybody bought one and then evaluated it everybody's gonna be in [TS]

  this mad rush to write about it and they mean if Apple feels that you need to [TS]

  live with it [TS]

  to let it simmer before you start to see the value in it then they make sense for [TS]

  them to give more time you're such a good point I didn't even think about [TS]

  that because I'm never in a rush to be first so I was thinking so many other [TS]

  people are you're right what will happen if they don't see the review that is [TS]

  people will buy it like when the Apple store opens on April 24th or noon or [TS]

  whatever they say they can start selling them and they're going to try to publish [TS]

  a review like to share [TS]

  it'll be a rest I'm just speaking as somebody who is it yeah we're two [TS]

  different position like the instant the embargo drops like we are under pressure [TS]

  to publish because that initial [TS]

  the capture of initial attention you know that's that's important to a [TS]

  publication right and so everybody's gonna be rushing to get that and if [TS]

  there is no holds barred like no embargo everybody's just keep pushing willy [TS]

  nilly they're gonna be publishing all kinds of whack a do a job reviews right [TS]

  and I can I give my my writers Istra context they can register mission to [TS]

  publish whatever they want on this stuff I don't like not sitting there were over [TS]

  the shoulder are you done with this we gotta published when it drops usually [TS]

  it's redic is like darryl usually does it review see this great job and he's [TS]

  very conscientious and and takes care of business rate but my philosophy on it is [TS]

  published when it's ready not when everybody else's and like last time I [TS]

  post my review but the next day or something right and I totally fine with [TS]

  that one percent philosophically but a lot of publications are not at all right [TS]

  there like get it out now immediately I don't care what state it's in [TS]

  finish it and so thoroughly can exacerbate that issue if you just let it [TS]

  drop endeavor to crap out like jobs about the watch yeah baby care so [TS]

  curious to see how many assume that they will seed reviewed in that it'll be [TS]

  curious to see whether it's more limited than usual because they want to be [TS]

  careful about who has reviews for the embargo dropping whenever there are no [TS]

  dates gonna be I presume typically it's like the Tuesday or Wednesday before the [TS]

  Friday that they ship [TS]

  or if it'll be more like it like not more inclusive than than usual but as [TS]

  inclusive as like the iPhones and iPads have been lately where they've really [TS]

  cast a wider net which I think strategically is it's sort of like the [TS]

  new open apple and I think it is a little bit its confidence in the [TS]

  products and that they it's actually to me less risky because if they're [TS]

  confident in the product and the consensus of the reviews will get it [TS]

  right and one bad review won't sink it whereas to me it's dangerous to do it [TS]

  like they did with the original iPhone like where there were only there only [TS]

  for people who had reviewed it there was pogue mossberg Stephen we ve had one [TS]

  from newsweek and I think at beg for USA today I'm not sure about it but I those [TS]

  are the only four people i think who had review units for the original iPhone so [TS]

  if even one of them and had a bad experience with it you know that could [TS]

  have been like 25% of the reviews from you know this thing so good to me to [TS]

  score goes way down right but I have seventy people doing it and you know [TS]

  three of them didn't like it it's no big deal right so I don't know I'm curious [TS]

  to see but it's I feel like they're so different in so many ways these days [TS]

  that it's fine but it makes it harder to predict I guess we should wrap up but I [TS]

  haven't even touched on his the addition of hotties yeah what do you what do you [TS]

  think that I think I was right [TS]

  yeah you were just 10,000 for starting right right and i think i talked myself [TS]

  down from it with the rubber band because I i've still confused by this [TS]

  but that it just seems to me so incongruous $10,000 watch would have [TS]

  effectively the same band as the $400 yes I know that the pin is made of solid [TS]

  gold but it just seems like a weird play to me that they don't they didn't do [TS]

  what I thought they might do which is have a gold link bracelet and a gold [TS]

  Milanese [TS]

  and charged form maybe they just aren't ready or maybe they couldnt text or [TS]

  maybe you know maybe they're not maybe in the people who are speculating it may [TS]

  be the coldest too hard to work in those shapes are true I don't know but it just [TS]

  seems to me like they're leaving money on the table if anything it means that [TS]

  my pricing was actually low because if they do come out with a link bracelet in [TS]

  gold i think is going to 30,000 or maybe forty not sure because either they're [TS]

  charging 17 for the modern buckle that modern buckle the more I look at it I [TS]

  mean I know this is like the most obvious statement in the world but that [TS]

  red leather with yellow gold is so clearly aimed at China and I'm sure [TS]

  there might be women all over the world who it's going to get that because it's [TS]

  cool looking but I mean it's like literally the colors of the Chinese flag [TS]

  I mean everything you know like chinese New Year is everything is red and gold [TS]

  and it's clearly aimed you had to ask me what the primary market for the addition [TS]

  as its not rich people in America its rich people in China right just one [TS]

  person's opinion so don't miss another grand pronouncements but I really think [TS]

  that is a significant portion of addition seals will be there and I think [TS]

  Apple expects them to be there because there is money in China and there is an [TS]

  intense focus on status in this concept of like face of of having you know [TS]

  status two possessions and through gifts and that sort of thing so I think there [TS]

  is definitely going to be an enormous market for it there I don't think it's [TS]

  just rich dudes in america cash off status I think it's rich rich rich [TS]

  people everywhere you know and I think that that is there's gonna be a big [TS]

  market for outside of the the billionaires who want to pronounce their [TS]

  billionaire Denis here you know going be everywhere and it's you know it's [TS]

  definitely a cultural difference to where you know here there's an offer to [TS]

  sell some of the United States no doubt some everywhere but in terms of what it [TS]

  says when you see somebody who's wearing [TS]

  a lot of people and I'm sure you know that the tech mind an audience of this [TS]

  show there's a lot of people out there listening to art speak right now we're [TS]

  gonna think exactly what I'm gonna say which is let's say you're out you see [TS]

  somebody in at the bar next to you and you see it [TS]

  holy shit that's a gold Apple watch and your first thought is gonna be a [TS]

  douchebag exactly it's not the case it's ostentatious displays of wealth have a [TS]

  different cultural connotation than they do here it's like the concept of fitness [TS]

  have a change like in Roman times if you were fit that meant you were a field [TS]

  worker and if you were you know relatively you know corpulent or or or [TS]

  full figured it as a man or woman that meant you had leisure time and you had [TS]

  the wealth to help other people to your manual labor friend and you know into to [TS]

  have the ability you know food itself in a luxury [TS]

  totally I agree with that I thought it was I thought it was a most baffling how [TS]

  little they talked about addition idea I do and I hate to say this because I [TS]

  could be totally wrong this is a hundred percent speculation on my part but I [TS]

  sent conflict and internal conflict in disarray among their ranks with regard [TS]

  to how little they talked about it because it clearly was not cut for time [TS]

  the event was only 88 minutes long and two hours is the limit on an Apple event [TS]

  i mean you know if they wanted to go more into it they could buy know that [TS]

  internally they shoot for two hours or less and like the September event [TS]

  clocked in at exactly two hours and that was you know they clipped stuff it was [TS]

  very very very clipped in terms of you know we have to do that we have to do [TS]

  three things these new phones Apple pay and the watch and we gotta squeeze you [TS]

  to in at the end it was hard and they touch figures at the end but they could [TS]

  have been so for example this they talked about sport and then they had a [TS]

  little Johnny I video talk about how they make the aluminum and they talked [TS]

  about Apple watch [TS]

  and they had little Johnny I video talking about the steel and then Tim [TS]

  Cook said you know like three sentences about edition and then the event was [TS]

  over there is a video it on Apple's website there's a Nevada video the exact [TS]

  same style of Johnny I've talked about how they make the gold I mean why they [TS]

  didn't show that in the event is baffling to me why not bright if you're [TS]

  going to brag about how you made some aluminum why in the world would you brag [TS]

  about how you made the cold I cannot help but feel that there is some kind of [TS]

  disagreement there about the messaging exactly along the lines of what I saw on [TS]

  the outside have been saying all along that this seems like it's not as you [TS]

  know selling $17,000 watches doesn't seem like Apple exactly yeah and I mean [TS]

  my argument on it is that if you have a gold watch that works exactly the same [TS]

  as a lower and watch then there's two ways to look at it you can look at it [TS]

  from the person who buys the aluminum and says that gold watch works exactly [TS]

  the same as mine that person who bought is an idiot right right or you can be [TS]

  the goal of the person who has the money to buy the gold watch and I don't [TS]

  ascribe to this whole false argument like oh you could buy this or you could [TS]

  buy you know you could be to charity because anybody who has this kind of [TS]

  money can spend money on anything right this is not a person whose scripts and [TS]

  seeds $10,000 to buy a watch is a person who for $10,000 is maybe not throw away [TS]

  money but it's certainly not a problem to spend this kind of money or a survey [TS]

  by the swatch and they put it on and it works exactly the same as the lower in [TS]

  one but they look at the aluminum and go I'm so glad I could afford the gold and [TS]

  I think that what that comes down to is you've got to Sgt both ways up and down [TS]

  and it comes down to how it makes you feel like that's the pro argument for [TS]

  the cabin the gold its if it makes you feel better where it works exactly the [TS]

  same as the other one so we're not short-changing the person who can only [TS]

  afford the aluminum know the people are saying oh well if it had another sensor [TS]

  or another this another that I would buy it I would spend more money on it but to [TS]

  me that would be anti Apple that would be a very own Apple thing to do to make [TS]

  the the one who's materials for more expensive work better as well [TS]

  and instead you know they're saying no you can buy whatever you want it's up to [TS]

  you here you go [TS]

  yeah i i you know my products and have been high for the price of admission all [TS]

  along and I have not been opposed to it in and of itself just because the price [TS]

  is high because to me the people who are so upset about it and feel like that [TS]

  it's a sign that Apple has changed for the worse as a company and they don't [TS]

  stand for these are all of those arguments to me all sound as though the [TS]

  Apple watch sport doesn't exist you know like if this and quite frankly given [TS]

  them the five hundred and fifty dollar starting price for the steel I actually [TS]

  think it would be fine then if the sport didn't if the sport than exist this year [TS]

  and the starting price was the 540 550 $600 steel version I actually think [TS]

  that's not bad either [TS]

  you know that's where like the iPhone started $600 but the fact is there is [TS]

  one for 350 $400 and so I don't understand the argument that it's that [TS]

  the price of the gold one alone is any kind of a bad sign like you and again [TS]

  because they're functionally equivalent I feel like it to gala Therrien [TS]

  downright I'm not put off by the price at all I don't you know I think they're [TS]

  gonna salomon why not I think there you know it's interesting I don't think they [TS]

  had to I think that if they had likewise if they had shipped watchin never done [TS]

  the gold one and the most expensive model was the space black steel one that [TS]

  would have been fine too I don't think anybody would say they've watched it I [TS]

  think it's interesting but the price doesn't bother me and I bothered by the [TS]

  fact that they seem uncomfortable talking about that they're up two minds [TS]

  about it right [TS]

  like you if your gonna do it I want it I give your offer gold fancy model because [TS]

  you wanted to appeal to people who have this man of money to spend just say some [TS]

  people like nicer things some night nature medals or maybe not even nicer [TS]

  the wrong word for it but whatever [TS]

  some people like these materials so we're offering [TS]

  but don't like be ashamed of right a lot of people have been saying to me like [TS]

  with my $10,000 starting price to arguments I heard one of them was [TS]

  somebody a couple people told me you know you know this because you're in San [TS]

  Francisco [TS]

  you know techCrunch's in San Francisco but you know that there's a lot of Apple [TS]

  employees have been spotted wearing a watch for the last couple months about [TS]

  and I've gotten emails from people who've seen people wearing gold want so [TS]

  they're like well obviously not going to $10,000 because what company would give [TS]

  an employee at $10,000 watched as a test unit in my head hurts them is always [TS]

  Apple exactly like that was not true that thing was not $10 like Apple has [TS]

  some money you know and also apples cost isn't hun $10,000 like the watch doesn't [TS]

  cause $9,000 debate but the other thing that people have said is well how are [TS]

  they going to announce that price you really gonna stand in front of the slide [TS]

  that read 9999 and also it's interesting to me I should have predicted that [TS]

  they're not going with 9999 pricing its $10,000 [TS]

  very deliberate very soon as I saw that the first thing I did as I opened up a [TS]

  tab and went to Tiffany dot com and started browsing around and that out if [TS]

  any charges to like if you buy a $17,000 bracelet Tiffany its 17000 [TS]

  and every other watches 999 or or 900 every other watch they offer watches but [TS]

  additions or not I should have predicted that once you at that level the unit is [TS]

  not the dollar the unit is the thousand dollar it's how many thousand dollars [TS]

  and that's just the unit that people who were gonna buy that thinkin [TS]

  but the answer with he didn't stand in front of us live with any prices he just [TS]

  said I think it was awkward I think it was terribly awkward you know what I [TS]

  would've been better if and when I know the name edition was supposed to evoke [TS]

  the fact that this is a special edition but they should have really just label [TS]

  that the special edition like we don't know how long we're gonna offer it its [TS]

  exclusive its limited quantities but we love to the process so much that we had [TS]

  to write such a broad way to put it that perfect Michael Matthew Mintz are [TS]

  adjusting to life but yeah I just think it would help a lot of the issues you [TS]

  know that's perfect remedy that is absolutely spot-on perfect moment we [TS]

  loved it so much we loved this we love this material we wanted to share it with [TS]

  you you know and that materials video if you watch the goal I'm sure you've [TS]

  watched the gold one isn't saying they mail it out of a block of gold just like [TS]

  they do the aluminum whereas I almost always of the watches are casting yeah [TS]

  yeah but yeah it's it's a crazy process so they should have just stood on the [TS]

  process which ironically is what they did with the MacBook when they went all [TS]

  aluminum unibody they stood on top of the process and said we're charging this [TS]

  much for this thing because look at all this effort we put into it and so it [TS]

  could it could have been the same thing here and I think there was a missed [TS]

  opportunity there for them just to say it's this is a separate thing its [TS]

  special it's expensive always other things do the exact same thing but we [TS]

  just wanted you to see this awesome thing we were able to construct and we [TS]

  think you might enjoy it too and if you do you can buy for this much yeah I and [TS]

  did last just the last bit of confusion over this is he did say will be limited [TS]

  in limited quantities and then all he said it'll be available in select retail [TS]

  stores and that's hit in terms of where now we know about these pop-up stores [TS]

  that have they're putting in like Paris and London to that or not Apple stores [TS]

  they're just gonna be like stand alone [TS]

  boutiques were you gonna buy Apple watch but no explanations of what that means [TS]

  is that means select Apple stores he didn't say select Apple stores he said [TS]

  select retail stores and that's crazy but it looks like and then further crazy [TS]

  looks like they're going to sell them on online yeah I mean it says select their [TS]

  select buttons right when you go to the by watch by the editions so it seems [TS]

  like you could buy them online so why the select retail stores right now my [TS]

  only my only thought is they have a limited quantity and they can only [TS]

  allocate so they're not going to send one watched every store instead they're [TS]

  gonna send their additions to the store their store in this store so my feeling [TS]

  on it and I don't know any about this but it'll be flagship Apple stores and [TS]

  then retail partners that are high in like you know whatever [TS]

  not tiffany's but you know yes I N retailers that offer other brands goods [TS]

  yeah it's possible I doubt that they're gonna do it with Tiffany but tiffany has [TS]

  sold like Rolexes in the past they don't right now to get it to anyone but in the [TS]

  past they've had Rolexes but then attended their stamp on the dial there [TS]

  you know collector's items because there's a limited number of them rights [TS]

  activities addition Rolex or whatever I wondered too I wondered to whether [TS]

  edition with these partners whether there is an as yet undisclosed thing [TS]

  where they will have their own bands like a lake about Burberry maybe Barbara [TS]

  will sell Apple watch edition in limited locations and you'll be able to get a [TS]

  band that designed by Barbara instead of Apple [TS]

  wow I mean I would play the exclusivity came even further right and then all of [TS]

  a sudden Tiffany might make sense to maybe tiffany tiffany blue leather band [TS]

  or something I mean I think it's done in Deauville in double in doubt whatever [TS]

  you can't do it we have in Pakistan for a long time but i i don't think that [TS]

  there's no doubt that anybody in anybody's mind that we're gonna get [TS]

  third party pants at some point right and there's some question about whether [TS]

  or not there's gonna be like an opposition program or not or whatever [TS]

  but we're gonna get their party bands and there's no way we're not going to [TS]

  get high fashion third party brands from Sabra Briere whatever but what about in [TS]

  conjunction with the addition that's not something I thought of like whatever [TS]

  they do say you can buy it if it is with the Tiffany banning abide upper read [TS]

  locations with the Burberry band that kind of thing yeah thats I don't know I [TS]

  think that's so crazy though that at that march 9th not surprised at all that [TS]

  they didn't talk much about it back in September but I it's crazy that at this [TS]

  event that they didn't talk about where what those select retail locations are [TS]

  because they're not going to have another event before this happens is [TS]

  this the first Apple product not accessory but major product line but you [TS]

  can't buy every Apple Store yes I cause I don't know I can't think of anything [TS]

  and I don't even have like a nagging sensation that I'm forgetting something [TS]

  they've had special edition iPods and stuff before but in general those were [TS]

  just available you know that whatever stores until they run out it wasn't like [TS]

  I owe you can only buy it [TS]

  these places right like you to iPod or whatever [TS]

  yeah exactly like this store got three of them and then they you know we ran [TS]

  out so we can reorder but it's not you were never even offered this seems like [TS]

  interesting precedent to set the a very weird I thought it was you know again [TS]

  the pricing and of itself doesn't bother me [TS]

  doesn't make me feel for the company doesn't the messaging around edition is [TS]

  to me it's just suggested they don't know much internally they don't know [TS]

  what to do with either [TS]

  yea or they're up two minds of what to do one thing and other people one [TS]

  another and the compromises just don't talk about it a whole lot probably not [TS]

  so great but it lends credence to the idea that this is Johnny Ives you know [TS]

  baby in nine not something that's coming from the central core of the company I [TS]

  don't know I'll be very interested to see how this plays out let's wrap it up [TS]

  like anything else [TS]

  one thing I will mention just an aside we probably don't need to date dissected [TS]

  a whole lot but I think people are gonna be really surprised how much they used a [TS]

  crowd 0 vs the screen because there is a couple of reasons but the crown is [TS]

  matched to the scrolling rid of the screen extremely well so it feels like [TS]

  its natural how much it accelerates and when it stops the crown is a match that [TS]

  really well which is what Apple does not too surprised but not shocked but they [TS]

  there's also the fact that when your fingers on the screen [TS]

  you're covering some of the screen missing some of the data on a very small [TS]

  screen already which is why I think the whole crowd thing you know execute well [TS]

  I think that's gonna be big I think it's as I talked to let people know I'm just [TS]

  gonna you know I never thought that I use the crown a stroll on the screen but [TS]

  then they go over you know the screen action actually is really attractive for [TS]

  these reasons yeah I've heard the same thing from people who've been friends [TS]

  who've been testing it it's totally totally legit [TS]

  definitely a core part of it I've said this numerous times but I keep him [TS]

  questions I'm I'll answer it again is that what you do for left-handed you [TS]

  turn to watch you take the straps off put the strap the bottom strap on the [TS]

  top of the top strap on the bottom and then you put it on here the rest and [TS]

  then your crown is beneath the communication but you just turn to watch [TS]

  upside down but it's like he's probably the most frequently asked question of [TS]

  guns three days because its muscle memory and you're left-handed you're [TS]

  always gonna be reaching for the same but the same location so it's not like [TS]

  she throw you that's just how you use your watch yeah yeah did you see that [TS]

  some funny thing is they say that they tighten up the feel of the crown I [TS]

  thought the crime felt great [TS]

  in September I can't even imagine if they've changed yeah I mean that's what [TS]

  I heard but I used felt nice and tight but it's been so long since september or [TS]

  so unfortunately that's one of those things where we will never have the [TS]

  empirical evidence right but I'm not surprised [TS]

  yeah it's been a long time and I'm sure that that you know I do I think it's so [TS]

  central to their concept of how people use it that the attention that they've [TS]

  poured into it is just incredible [TS]

  yeah they're finding the right down to the last second before they commit so [TS]

  Matthew Bender you know people who can read your work your fine work at [TS]

  TechCrunch where you great way more frequently than I do but you do a great [TS]

  job and on Twitter at panzer PNC Dr yet anything else you want to pitch now not [TS]

  really I mean now I'm not a very picky person thank you for your time recording [TS]

  the show thank you even more for your attention during the event on Monday [TS]

  being my might go to let me text you questions [TS]

  my pleasure anytime and alright I'll talk to you soon [TS]

  ok [TS]