0:00:00so where to start I say we talked about it renee Richards stark Year in Review
0:00:03yes we're better to start than January it was a quiet beginning of the year it
0:00:10was so quiet that people were again pounding the Doom drum set up wasn't
0:00:13doing anything anymore
0:00:14yeah and maybe even before we get into details like January maybe just take
0:00:20that and and use it to me like the Year in Review as a whole with zoom out big
0:00:26level what we gonna look back on this year I would say that this was the year
0:00:30where that that sense that that Apple can't do it anymore since got rubbed
0:00:38away slowly but surely over the course of the year I agree I think it built up
0:00:42to think it reached a crescendo because people kept making a big deal of Tim
0:00:46Cook saying we be releasing new product category categories throughout the year
0:00:49and then is a month sticked on they seem to get more and more personally angry
0:00:54with him
0:00:54yeah I think so too and i think is it at the naysayers have been down on coke
0:01:03overall anyway like that's the root of their amazing we go over the short term
0:01:09at least they wanted him fired they said was destroying Apple they kept comparing
0:01:13him to Steve Jobs in a very negative way and looking back at an onsite it's
0:01:17absolutely ridiculous yeah I was just thinking that before we started
0:01:21recording I was thinking it I don't think anybody called for the 2014 but at
0:01:26least in 2013 you can find several instances of us tend to be serious
0:01:31business writers calling either for Tim Cook to be outright fired or at least
0:01:36calling for Apple's board to like rain man and and having region or the company
0:01:42we did have hunted Empire think earlier this year we sort of show that Apple was
0:01:46completely doing without Steve Jobs yeah I think it's I think that's sort of the
0:01:51publication of haunted Empire her first name last name is Cain are you could you
0:01:59could Tory you can't re came
0:02:03I would say that the publication of her book haunted empire was sort of the
0:02:07high-water mark but I would say maybe the low low water mark of Apple nay
0:02:12saying yeah when did recommend those private February yeah it was when I was
0:02:19with Jason Snelling had to be around mackerel time or something which was I
0:02:23think february yeah yeah and I could not help but get the feeling when I read it
0:02:31that it was rushed into publication because I kind of felt like at least if
0:02:37she didn't know at least her the editorial team at a publisher sorting
0:02:42out the sense that the time was ticking on that sort of doom and gloom was
0:02:47interesting because you could probably make an argument for hunting empire but
0:02:52they don't even make an attempt to make it was a bunch of pages strung together
0:02:55nothing resembling a book and a bunch of the and a couple of anecdotes to string
0:03:00it together
0:03:01yeah I do think though like if there is I think it's a very bad book and I think
0:03:06it's already showing at age and I think it's only gonna look worse as the years
0:03:10go on but on the other hand I've kind of glad the book exists because it captures
0:03:17that sort of like post Steve Jobs pre Apple watch negative Apple perspective
0:03:28like in hindsight you know i mean this year's they always blur together and for
0:03:32five years from now it's like this whole
0:03:36you know period in between where the Apple iTunes announced him when we
0:03:40actually have it and we have generation two and three by you know for five years
0:03:44from now it'll just be a blink you know snap our fingers and think about these
0:03:50this interim period but I feel like her book sort of captures
0:03:53epitomizes that that sort of negative viewpoint yeah I think that's absolutely
0:03:58true we do tend to look back at the rose colored glasses of the original iPhone
0:04:01the original iPad they couldn't do ne win nearly what they could do now but we
0:04:04still look at them with fun as we think of current software updates is being
0:04:08buggy but you look back at ISU a two-point something when everyone simply
0:04:12couldn't attach to a 3G network and Apple is rushing out a fix
0:04:15we have we have this weird sort of affectionate thing for the past so I do
0:04:22that I think there's 2014 in a nutshell is that the the world at large and the
0:04:26conventional wisdom about Apple and about Tim Cook's leadership have caught
0:04:31up to reality which is that the company was you know Steve Jobs left the company
0:04:37in very good shape and in very good hands
0:04:40yes it took about two or three years it seems for the mainstream financial media
0:04:46sort of concede that point I would say that almost a full three years right
0:04:51because he died in 2011 yes I would say it was a full three years and Tim Cook I
0:04:56mean the company has never been worth more the stock prices through the roof
0:04:59they've introduced not only the Apple watch but Apple pay they have an 8x
0:05:03processor they have a five k iMac and you still look at Fortune contributor
0:05:07Network sometimes and and in you just want to know how to get published
0:05:11yeah I write your own review January definitely a slow start I think yet
0:05:18again for some years ago when you got the Verizon iPhone in January 1 year we
0:05:22got an education event at previous years we had the introduction of the iPad
0:05:25we've had macworld interaction of the iPhone so there was sort of for a long
0:05:30period of time there were events that were there was news in January and I
0:05:33think last year there was nothing until the BBC in this year i think is almost
0:05:38identical to that would say so I mean there's you know
0:05:45now that Apple doesn't make announcements in january early stage
0:05:49they haven't in recent years I mean who knows this year in theory they might
0:05:53have a wide open but it's pretty much left to CES which Apple doesn't take
0:05:59part in yes for all of the industry news I don't recall anything from this year
0:06:07to 2014 CES that ended up mattering a damn bit no I mean I think this year
0:06:13will be different just because of health kit car play but last year
0:06:17CES was a graveyard he was just like matrix shot after matrix office cases
0:06:23and nothing else
0:06:24yeah I don't think they knew what they were going to you know going to the
0:06:28industry as a whole didn't even know what they were trying to make
0:06:31they were making their fitness bands and I remember one of the worst things aside
0:06:34CBS was an Android powered car system and it was running Gingerbread and the
0:06:39guy told us with a straight face that you could leave it on for five days but
0:06:42would drain your car battery so you had to put in standby mode but if you put it
0:06:46so if you turned it off it would take like five minutes to boot again this was
0:06:51something that they actually had a press event are you going to see yet again
0:06:56this year
0:06:57yeah absolutely what dan from who was on the show last week is going for the
0:07:01first time this year and I said with him I I always talked about going but I've
0:07:06never gone it's alternatively completely barren or incredibly busy and you never
0:07:10know what's gonna happen here a year so I don't have my faith what they think it
0:07:15I think this year will be different cuz we will have a watch event maybe we'll
0:07:18see another Apple television be a bigger iPod day this spring sounds exciting
0:07:21this year but last year up until up until June it really was everyone just
0:07:25saying where's the new stuff from Apple whereas new stuff are they capable of
0:07:28inhibiting still yeah why we have to wait while we have to wait for them to
0:07:32be ready for us
0:07:33well that's the thing that it understands 2012 2006 iPhone no because
0:07:38it was another product yet and the Apple watch won't be a product until early
0:07:42next year
0:07:43you don't want them to ship what they have right now yeah you know to compare
0:07:48and contrast with I think the antithesis of Apple's you know we'll let you know
0:07:53when we're ready to show you
0:07:54attitude is Google you know who has been you know Google glass was clearly
0:08:01released ahead of its time I mean there's still that it still isn't retail
0:08:05consumer product but the fact that they sold it at all to get the call the ppl
0:08:09explorers yes you know is is the antithesis of Apple's strategy that
0:08:14would be the equivalent of Apple had led WWDC explorers start wearing and using
0:08:21an Apple watch you know eighteen months ago
0:08:23running like skank watch software or something right and you know the
0:08:29self-driving cars so many things that Google does they show way early and in
0:08:36some sense that the the I don't think it's productive and you know everything
0:08:42everything up some people mentioned that the cars in particular it's impossible
0:08:45to do it without showing your hand because there's no way to road test them
0:08:50you know you have to protest in public before you can release them and you know
0:08:54way to keep 12 down the road you can't keep it secret so maybe the self-driving
0:08:58cars is a bit of a bad example but you know the other products they do they
0:09:06release and I think it I think ultimately it's counterproductive
0:09:10because I think it's absolute way
0:09:12excitement from the real things you're actually have available to sell to
0:09:17people but on the other hand it absolutely works to satisfy the desires
0:09:24of the tech press as as an industry because you're giving them something to
0:09:29write about
0:09:30yeah i think thats exactly I think for the tech press reception really is
0:09:33reality so we see a demo of the Moto 2 40 or 360 or whatever it is
0:09:38even though it's not real even though leaving a screen like that I like what
0:09:41they showed the video is a complete science fiction fantasy it sets
0:09:45expectations for that and it it makes people think that Google's really busy
0:09:48in their products coming in their innovating and are doing all these
0:09:50things and if it comes out in some cases you know it's complete turd but
0:09:54everyone's were you seen the video the excitement already happened and
0:09:57everything else from then on his appointment even things made by Apple or
0:10:00or another company
0:10:02yeah it's I think mult has said it best worries you know I think it's multiple
0:10:07one of his lines that you know Apple's current products continue to fail when
0:10:13compared to the upcoming products in future years from its competitors if the
0:10:19iPhone 5 see was a huge disappointment even though it was the third most
0:10:22popular phone in the world and the iPad sales are lagging even though there any
0:10:26company in the world be happy to have that their product line or another
0:10:29example I just noticed this week and it's funny I haven't looked it up yet
0:10:32but the same day or within 24 hours there was in New York Times story about
0:10:40the success of Apple pay and about a whole bunch of nude retailers who have
0:10:44signed up for it to some big supermarket chains like winn-dixie which is real big
0:10:51in the South here in Aus I forget who else but some big big name retailers
0:10:55have signed up and companies like Whole Foods have been on board since it
0:11:02started who said that it's you know it accounts for over one percent of their
0:11:04transactions and an enormous percent of you know the digital transactions or
0:11:09would you call it cordless transactions
0:11:12and at the same time there were like three or four stories that I saw all
0:11:17based on the same analyst report about what what what trouble apple pays in
0:11:23because they've woken up the MCX partners and really gotten the MCX
0:11:28partners to really want to do a good job and so now apple pays in trouble because
0:11:33MCX is is still coming and it's amazing that article I think it was two weeks
0:11:38ago where someone said Apple pay another one of the four networks that Apple pay
0:11:43was a huge disappointment because it was only responsible for us very small
0:11:47amount of transactions worldwide nevermind American have a much of
0:11:50equipment for it and it was only available in america which which is far
0:11:53behind in terms of NSC it's amazing what perspective they can bring to try hard
0:11:57enough to put in the badly right that there's no other digital you know pay
0:12:03with your phone transaction retail thing that even close to as popular as Apple
0:12:08pay but somehow it's a failure because it's still only one percent of the
0:12:11market
0:12:12two months and in one country not even two months right hadn't even launch
0:12:17until November yet thanked October came with iOS 4.1 alright well that's right
0:12:24about two months two months and it's crazy to me too
0:12:32with the MCX that they don't mention the people who think you know want to
0:12:40promote it which I think I think it's not because they actually believe it I
0:12:43think it's even though they're analyst rather than Press I think it's this this
0:12:46idea that you want to present everything as a neck-and-neck battle right you know
0:12:54and so Apple payers threatened by MCX because it's going to be back by Walmart
0:12:58and whoever else and they have no huge huge footprint in retail but they just
0:13:05skip over the most obvious aspects of what has made apple pie a successful
0:13:12which is exactly what Tim Cook said on stage when he introduced it which is you
0:13:20know it's it's one of my biggest recurring mantras about Apple is don't
0:13:24underestimate how often they're not giving you any spin any bullshit they're
0:13:29just telling you flat out in plain language exactly why they did what they
0:13:33did and without will be a simple explanation was we think everybody else
0:13:38who's tried this today it has failed because they haven't concentrated on the
0:13:41user experience and made that their priority that's what we've done we've
0:13:46made it as easy as possible to use as quick to use and as privacy protecting
0:13:52as we can all in the name of the user
0:13:57you know and if that's all they did was they who you know what retailer would
0:14:02hook up the equipment but the other things they did secondary to the user
0:14:06focus is is the established infrastructure for NFC payments and make
0:14:12the bank's happy by taking a very minimal cut and by promising
0:14:17significantly increased security which gets the banks on board because the
0:14:23banks can do the math and I really do think it works out which is that Apple's
0:14:27little 0.15% cut of the transactions is less than the cost of fraud per person
0:14:35transaction that the banks have been used by I think that's absolutely true
0:14:39especially when you look at it and the privacy and security to when you look at
0:14:42all the data breaches at the targets or the Home Depot's but I think you nailed
0:14:45it when he said it is aligned with my interest I've gone to Apple pay
0:14:49terminals you know even the demo one set up and out the door at the event and
0:14:52they read my Canadian NFC credit card that technology is not going to benefit
0:14:56Apple's gonna benefit everybody who uses any sort of NFC transaction and you
0:15:01compare that to current currency or whatever it's called and that you have
0:15:04to give the retailer your bank account you have to have a QR code to scan the
0:15:08QR code and it is such a horrible experience and it's not done to the
0:15:12benefit of the consumer is done to try to increase the amount of to save money
0:15:16on transactions they pay the credit card companies nevermind how long he's gonna
0:15:19how much money is going to cost them in terms of cashiers fees for the
0:15:22incredibly complicated error prone to estimate their establishing right you
0:15:26can't prove yet that Tim Cook's explanation for you know why they
0:15:31thought Apple pay would be successful and why it seems to be successful today
0:15:35aren't true and that cut you know that our user focused approach is is the way
0:15:41to get it done and who knows maybe something like currency will also become
0:15:46popular I don't I don't know I have my doubts about currency in particular but
0:15:51him you know it could be that something that's a lot more retailer friendly as
0:15:56opposed to consumer-friendly could work but the evidence to date suggests you
0:16:00know that would Apple said was exactly right
0:16:03its it also what benefits the retailer is is interesting because he me getting
0:16:10through the checkout line really quickly benefits the retailer and I i believe
0:16:13it's my understanding that a lot of the a signed multi-year agreements with
0:16:16currency in with MCX when they started which was a silly thing to do but they
0:16:20did it but I believe a lot of those expire pretty early on this year and
0:16:23will be interesting for not this year but in 2015 and will be interesting to
0:16:26see how many of those adoptable pay as soon as they are contractually allowed
0:16:29to any other thing I could think about as a technical limitation is the way
0:16:37that there's one thing that apple pays that know their payment system that
0:16:41would work on the iPhone at least I mean obviously like what Google could enable
0:16:46an Android or Microsoft Windows Phone is different but at least if you want
0:16:50iPhone using customers the one thing they have that nobody else can do is the
0:16:55way that it works at the system level rather than the applicable and I just
0:17:00can't emphasize enough for anybody out there who hasn't used Apple because you
0:17:04don't have a 500 X or because you don't shop at one of the places that supports
0:17:09it yet but I just can't emphasize enough how how how
0:17:15instead of like feeling like a one-step process it almost feels like 80 step
0:17:19process because you don't have to unlock your phone you just take the phone even
0:17:24if it's not on and just get it within an inch of the terminal put your press your
0:17:29thumb on the on the reader and it's it's nobody else can do that like if a
0:17:36current see app on the iPhone you would have to unlock your phone open the app
0:17:41and go from there which is you know it doesn't sound like a lot but compared
0:17:48Apple paid is a lot I get upset I most places here I can just tap my card and
0:17:53go and when it doesn't work if you like an animal having to ask you put it in to
0:17:56put in a pin code or swiping Swiper sign something and you know every year
0:18:01but it reminds me of something else in a bit of attention but I think I think
0:18:05it's the same thing it's it's all those backed out by making the g8 chipset with
0:18:09the 8x chipset in that you take the cameras for instance I take out my
0:18:13iPhone I can just take a picture and Diana ten times its gonna be a perfect a
0:18:16really good everyday picture and that's because Apple makes their own image
0:18:20signal processor when you look at Microsoft buys off the shelf chips they
0:18:25have to put really big glass on the front collect as much light as they can
0:18:28because they're using customer using off the shelf chips there's no advantage to
0:18:31them their Google has no idea what hardware or what software running on
0:18:34their phones they try to suck up to the server and do all the auto awesome stuff
0:18:37but Apple is just making sure that you have a good camera on it they'll process
0:18:41in almost any shot you take will be useful for a normal person and that's
0:18:46the same thing you can't get that advantage unless you own the entire
0:18:49stock the way that they do and now they're moving out in two payments and
0:18:52moving them into other areas with the iPhone yeah now i cant underestimated
0:18:56the advantage there and I think it only gets written off by these amazing
0:19:02analysts what an advantage Apple has by controlling that level of of the stack I
0:19:07used to think they were in a saying I have I have a friend who was a sell-side
0:19:10analyst and explain it to me and is that the press reports analysts as though
0:19:14they're giving comments to readers and their comments are not meant for their
0:19:17readers are meant to manipulate the markets and what they say is very little
0:19:20to do with what they believe it entirely they probably told their own client
0:19:24something different two days ago for three days ago and now they want to
0:19:26produce results for them so it's so undependable I don't know why it gets
0:19:30reported right like an analyst who comes out with a report that seems to be very
0:19:35pessimistic about apple pays long-term prospects might in fact honestly
0:19:39privately in terms of where he's putting money in advising his clients put money
0:19:43being very bullish on the future of Apple is like that video with crane from
0:19:47a couple years ago restate you want to make money you spend a rumor saying the
0:19:50iPhone going to be too late to call up the news networks you told us going to
0:19:53be too late then all the sudden now pulls down and you should have all the
0:19:56shares I think that happens a lot what was that guys name Jim Cramer Cramer
0:20:00that's it it's baffling but then again this keeps getting reported as though
0:20:05it's factual accounting of what Apple's doing what else in the first half of the
0:20:12year I think there was essentially any ancillaries was in the early on in the
0:20:17year to think so and when she's definitely February March yeah that's a
0:20:25complete turnaround from John Browett previous year
0:20:28yeah I think that's super interesting because Apple is really doing well in
0:20:31Apple stores but some people some people say that it's the steel experience they
0:20:35haven't evolved it even though it's working it's hugely successful but they
0:20:38gave her not only Apple retail but Apple online as well which used to operate
0:20:42almost a separate businesses and it's similar to giving Federici control over
0:20:46both the West End and iOS and that those those sort of artificial walls are
0:20:51falling down and providing better service for everybody involved so ansel
0:20:55aren't hiring was announced a year ago in October 2013 but she did not start
0:21:02until I believe February or March of 2014 I've said this before but it seems
0:21:09obvious but it's so clear to me that the reason why why they hired her and why
0:21:14she would take the job is because of the watch yes she was CEO Barbara a huge dog
0:21:20people don't understand why should become a senior vice president at Apple
0:21:23even though the senior vice president of retail and online as well as a huge job
0:21:28it's it's like being a CEO of another company but it's still I think you're
0:21:32exactly right
0:21:32Apple AAPL dangled in front of me that was a challenge people that want to
0:21:36challenge yeah totally
0:21:40and it does seem it seems you know it's not like we haven't really seen the Arts
0:21:44effect on anything in retail yet but I don't think there's anybody who doesn't
0:21:49think that that's coming
0:21:51yeah you know I think that there's
0:21:54half of it i think is that changes like that take a lot of time because I'm not
0:22:00a lot of time but a lot of time compared to our industry right because you can't
0:22:04do it digitally you can't just you know have a new store and you know like they
0:22:11do with the online store pickup sticky note for 15 minutes and then when you
0:22:15come back at an all new store you know this brick and mortar stuff takes visit
0:22:19you know actual time and you know to take a store down and put it back up his
0:22:25time when the united making sales you know so I can San Francisco I don't know
0:22:30if the new stores open it but they're not putting the new story on the same
0:22:33spot as the old story they're putting it on the other corner around was saying
0:22:38that part Union Square yet you know and you can't do that everywhere where Apple
0:22:45has a retail store you know most of the ones that are in in shopping malls you
0:22:50could I guess get another spot in the mall but who knows if there's one you
0:22:54know it all depends on availability that outside the control tower and the
0:22:59carrier company is going to put a little kiosk outrun what stores close behind it
0:23:03exactly
0:23:07yeah i i think i think as the water supply into the stores and as other
0:23:11products are coming online for next year we're going to see the store is sort of
0:23:14transform 2010 fashion is the right word to the Apple is doing something really
0:23:18interesting where technology is meeting fashion it's going to be an Apple store
0:23:22that that has to be different than it was in the past
0:23:24yeah lemme see anything else I don't really see it was announced earlier on
0:23:30in the year ahead ray on the stage really easy so must have been made 24 10
0:23:35helpful to acquire music sheet music and Beats Electronics
0:23:40I don't know that that major news but because it's not a huge it's a much
0:23:48bigger transaction then Apple has made famous leanna is the biggest acquisition
0:23:54since they acquired next which of course you know is that you know turned into
0:23:59like the backbone of the country of the company but you know a 500 million
0:24:05dollar acquisition in 1997 was was seriously about the company acquisition
0:24:11whereas a you know three billion or whatever cost acquisition to get beats
0:24:16is pocket change
0:24:18absolutely a 300 billion three billion dollars
0:24:22you know i mean you don't want to make a three billion dollar acquisition that
0:24:25doesn't turn out well but it certainly isn't going to have any meaningful if it
0:24:29turned out to be a complete bust it's not gonna hurt the company I think
0:24:32morning to see the acquisition was just the reactions to it from it was almost
0:24:35everyone went through the the five stages of grief with denial and anger we
0:24:40just couldn't believe it and it turns out that it does make some sense there
0:24:43are no selling Headphones Outlet Stores makes a lot of sense and sort of a
0:24:47synergy between iTunes radio and beach music whatever it ends up being labeled
0:24:50yeah and I think I don't know I still don't think overall it makes tons of
0:24:59sense I'm still waiting for the other shoe to drop on it but it's in some
0:25:03sense it does where it's the only other iconic had fun company I can think of
0:25:07and it has nothing to do with you know Marco Arment style
0:25:12quality analysis but rather you're out on the sidewalk and you see somebody
0:25:18walking why they're listening to their device and you know those white earbuds
0:25:22Apple's been making ever since 2001 are truly iconic I mean they even had for
0:25:27years
0:25:28an ad campaign that was kind of based on that right with the silhouette dancing
0:25:32silhouettes who you know have white earbuds and a white why you know
0:25:39connectors
0:25:39draped around her body they own that right not that other companies had you
0:25:44know that they have a trademark on it and nobody can make white earbuds but
0:25:47white earbuds people see them they think that somebody listening to an Apple
0:25:51device and beats is the only other company I can think of that has that
0:25:54sort of recognition they have that the other cachet that the iPod commercials
0:25:59used to have ten years ago but there's also an element to any Q's organization
0:26:03is just so big is going to be a limited some point to what he can do and he's
0:26:07doing a play now as well he does the App Store in the iTunes Store any news on
0:26:10the contract negotiations and if you could have Jimmy Iovine in there doing
0:26:14so at least some of that it takes more stuff off any Q's desk something I've
0:26:19heard and that you know I don't think this is surprising that's probably what
0:26:23everybody was guessing anyway but what I have heard recently was that is placed
0:26:28inside Apple the beach acquisition is viewed as an Eddie then that everyday
0:26:33everyday Reed started it and he pushed for it and he drove it and not the Tim
0:26:38Cook wasn't engaged and I'm sure that at the negotiation level he was deeply
0:26:42engaged I mean I don't think you know don't worry about the details sort of
0:26:48see so not to diminish what Tim Cook's role in the negotiations might have been
0:26:55but in terms of advocating it in and you know pushing for it was almost entirely
0:27:02in any cute thing we didn't see anything about iTunes this year we didn't see
0:27:07continuity for iTunes for example we didn't see a new iTunes music service
0:27:11iTunes radio still hasn't gone past the USA and Australia I think
0:27:15iTunes is an aging platform is still based on web objects to stop based on
0:27:19their original software used to manage the other music store and all of that at
0:27:23some point you know it's like a John Siracusa
0:27:25where a thousand years from now this is gonna have to be fixed so what's the
0:27:28point between now and then that it actually gets fixed and I don't know if
0:27:31pete has better software a better solution but it could also be a catalyst
0:27:34Apple finally fixing a lot of the infrastructure things that they have to
0:27:39do with the iTunes Store yeah I think you know above and beyond whether it's
0:27:43based on WebLogic behind the script scenes and and all of that I think it's
0:27:48ever more clear that it based on a model that just isn't relevant anymore which
0:27:55is here's a song you want and you give a retailer money for it and now you own a
0:28:02copy of it that's it's just not that's just that's done I mean I'm not done not
0:28:07done in the sense of they're not selling any songs anymore but that I can't see
0:28:13any way that that ever comes back yes it's it in permanent decline it's sort
0:28:19of like well like what
0:28:20stand-alone iPods are you know it's you know still a decent business but it's
0:28:26never going to increase quarter of reporters going to permanent decline and
0:28:32just like the iPod has been replaced by the iPhone and some cases the iPad Mini
0:28:36in a larger iPhones makes sense for whatever iTunes was able to get in early
0:28:40enough to have whatever iTunes will end up being right and it's the same way
0:28:45that it you know i Pods sales decreasing doesn't mean that people are spending
0:28:49less time with gadgets that play music in the same way music sales declining
0:28:54doesn't mean people are spending less time listening to music if anything
0:28:58they're probably spending more you know I would be surprised if you did a study
0:29:02found that the people listen to more music today released time spent less in
0:29:07the music than ever before it's just that the model is no longer buying and
0:29:12selling yeah it's not it's not to buy it on the radio people can get pretty much
0:29:17what they want when they want that opens them up to just consuming it almost
0:29:20non-stop if they want to
0:29:23so I don't know I'm still not sure what to make of that if is the beach thing an
0:29:29exception to the rule just because is it combines two things that Apple wants to
0:29:37continue being a leader at witches music listening hardware and digital
0:29:44distribution of legal music is it just the beats is like a rare perfect storm
0:29:51you know acquisition or is it the sign of things to come that Apple is going to
0:29:55loosen up and become you know company that does mid-level and two high-level
0:30:01acquisitions with some frequency I think again to your point about Apple to say
0:30:06what they really feel I think when Tim Cook says and I religiously opposed to
0:30:08big acquisitions I think he's absolutely sincere about that they'll do them when
0:30:12they make sense but it's got to be something like beachwear gives them
0:30:15hardware product they can sell the compliments and other hardware product
0:30:18or service they can roll out the comments and existing service has
0:30:21executives that might be able to service its executives and a culture that can
0:30:26integrate into Apple and help them do the things that they want to do and it
0:30:29doesn't really has me I'm still curious about it but it doesn't make me worried
0:30:35about it the way that there's any number of other possible three billion dollar
0:30:41acquisitions that Apple could have made that would raise my spidey sense you
0:30:47know in a way that doesn't because the biggest thing is that it doesn't
0:30:51fundamentally change any of the areas of focus in Apple's attention doesn't make
0:30:58him a conglomerate right which is exactly what you know to me is the first
0:31:04canary check in the coal mine is is Apple losing focus on becoming more of a
0:31:08conglomerate which I you know we don't know I mean I don't say that I don't say
0:31:12that Apple becoming a multi focused conglomerate would be bad we just have
0:31:18no idea and there's no history for Apple
0:31:21as a you know whatever their revenue is you know fifty to a hundred billion
0:31:27dollar a year
0:31:28corporations i mean you know they're in uncharted territory period you know
0:31:31they're the most valuable company not just intact but anywhere but it would be
0:31:38a so it would be you know they're making seemingly unfocused acquisition and
0:31:43wouldn't make me sure that they were on the wrong track but it would make me
0:31:48strongly suspected a runner on track and you wonder how the analyst with treated
0:31:53because it wouldn't be expected behavior Google can compete with everybody they
0:31:56can compete with Amazon without pool with Microsoft that any tech company in
0:32:00the world and all the same time and that's fine and interesting and
0:32:03wonderful but you prolly your house all the way across the valley that well and
0:32:09Google can compete with itself in a box vs Android tablets is a perfect example
0:32:17and I don't even say the data mistake I think it kind of fits with Google's
0:32:21internal culture whereas if Apple had seemingly confusing overlap between low
0:32:30and MacBooks and iPads I I would find that worries agreed
0:32:36Apple had 399 MacBook and at what time you would be very worrisome I still have
0:32:43in the back of my head this idea that Google's Android because they were
0:32:46panicked about mobile and then saw webOS and smack their head and thought that
0:32:50was a way more Google product and buying Android but then they were all in on
0:32:54Android announced they're slowly gonna get a way to get Chrome OS to a point
0:32:58where that can be their version of webOS
0:33:00that's an interesting that's an interesting argument to cause I ended up
0:33:03hiring attachment highest suerte Italy who was the lead designer behind webOS
0:33:14yet and they're slowly giving Center tight control over the stack and he was
0:33:20the web dice and we always seem like an odd product from Lucas it's a web
0:33:23company and that was very native software
0:33:27and I really do think that that it took a long time for Google our friend right
0:33:31I should say to not get not at the low end but at the sort of mid to high-end
0:33:38to get any sort of foothold is that they were in such a deep hole design wise you
0:33:43know compared to the iPhone that any you know even people who were inclined not
0:33:49to buy Apple stuff people who have never bought Apple stuff and sort of want to
0:33:54you know it's a natural thing you know people who in sticking with the PC for
0:33:57years and sort of having an apple is for other people sort of mindset about the
0:34:03company you know in 2011 even through 2012 you go into a store and compared
0:34:10the Android phones to iPhone and it's you know you don't have to be a design
0:34:14critic you just see that there is a serious difference in finishing the
0:34:19software it was a very different priority Apple famously wanted to get
0:34:23the animation just absolutely nailed even in the first generation iPhone but
0:34:28they didn't didn't need to have every single feature crammed in there where
0:34:30Android was it wasn't designed to be a phone for everybody was designed to be a
0:34:34phone that would protect Google's share of of the web because they rightly
0:34:38believe web was moving mobile and their priority wasn't that sort of
0:34:41interactivity they wanted to get you know Android and they made it work but I
0:34:46remember even last year at CES I was sitting there with the Nexus 45 trying
0:34:51to use Gmail and just cursing out loud and Brian Klug from formerly of an Antec
0:34:55came over and quickly put it in developer mode and the screen went
0:34:58bright red and he said yes because they are redrawn every cell for five times
0:35:02and hope that it would stick and it is the end their graphics their own graphic
0:35:06designers couldn't get their own gmail engineers to properly code all of it I
0:35:10think that's why they've really lock things down now with material design and
0:35:14and all the new things but it took them for five years to fix the massive
0:35:18architectural problems that were causing more interaction right in the difference
0:35:22with webOS is that webOS right from the get-go and performance problems because
0:35:26of the whole architecture of building on top of like a WebKit rendering engine
0:35:32and combined with the state of mobile hardware and what was a 2009 when when
0:35:41the pre came out but I you know in terms of and an elegant software interfaces I
0:35:49mean Mei you can still it to this day I think you could argue that the way that
0:35:54webOS handled notifications is the best design anybody's come up with absolutely
0:35:58synergies I mean it was almost the fringe universe version of the iPhone if
0:36:03if Jon Rubinstein had won the keyboard argument or what's his name at one the
0:36:08the Linux argument or if the people who wanted to use web interface instead of
0:36:12creating UIKit won that argument that could have been an Apple product Tony
0:36:16Tony Fadell yeah but instead they all ended up at Palm
0:36:21teen and in the end the web that webcam engineers and making their version of
0:36:25the iPhone yeah absolutely I i if you would have shown if you take a nap a
0:36:30Palm Pre back in time to 1998 1997 and shown it to my then self said what
0:36:39company you know this is a product from 2009 what company made it you know scrub
0:36:43the logos off I would have guessed Apple without question especially if you just
0:36:48showed me the software and not the hardware the hardware was a lot less
0:36:52appellee but the software was extremely happily in my opinion everything from
0:36:57the fine choice to you know the roundness you know the rounded corners
0:37:02of the screen the rounded corners of the cards on the screen I i think is a very
0:37:09Apple DNA product software wise I've never seen the p1 phone this adele's
0:37:14group was working on but I've always suspected that if that had been the
0:37:17phone that I got the go ahead of some reason PTO and worked out in force as
0:37:21group have been able to make the iPhone that could have ended up being very
0:37:24summit with the Palm Pre was now and so it's interesting to think hypothetically
0:37:28what would have happened if Google had purchased somehow obtained webOS instead
0:37:33of Android and pushed for it because in some sense the problems that webOS had
0:37:38where I think
0:37:39not solvable by throwing money at them but more easily solved by throwing money
0:37:44at that than Android Android it was to me fundamentally the fact that it was
0:37:50designed at the outset as a sort of BlackBerry Style you know that it was
0:37:56going to you know BlackBerry Style mobile interface keyboard up down left
0:38:00right select and therefore had no no no foundation level aspect of a rich
0:38:10graphical interface with playful animations and high frame rates and
0:38:14stuff like that I have told the story before but when I reviewed the g1 the
0:38:17very first Android phone that came out I turned on the sneaking in at a press up
0:38:20to start and I tried wiping up on the screen and I tried pressing the up arrow
0:38:24key then I tried pressing the Up joy pad and then I tried pressing up on whatever
0:38:28the other thing was on the other side I tried a different ways of signaling up
0:38:31and I couldn't get it to work but there were a different ways of signaling up
0:38:34right and that to me to find the early years of Android my I remember too that
0:38:39it was the only way to select text was to use the up down left right there was
0:38:42no way to touch on the screen to select text you had to you know more less use
0:38:48like arrow keys and the original when you close the keyboard and there'd be
0:38:51the new Google search box is blinking you want you to input text but there was
0:38:55no virtual keyboards you couldn't input text remember that and that's one of the
0:39:01problems they were facing an end palm with a tiny team and they they called it
0:39:05circles around Google and came to phones in 2009 so anyway that's an interesting
0:39:11what-if and to me it's the last of the of the post-pc era you know from tooth
0:39:20mid 2007 on the great tragedy of the whole thing is is that webOS never did
0:39:26get a long enough time to try to get a foothold agreed
0:39:30you know i mean i i think it was a more elegant design then Windows Phone and so
0:39:36just imagine if they had had somebody with the wherewithal that Microsoft has
0:39:41shown with Windows Phone to stick behind Webber whereas you know and you know
0:39:47pushed the software for word break some of the bottom performance bottlenecks
0:39:51but also just let Moore's Law help you out year after year you know to three
0:39:57years later webOS I think would have been a lot more it without even any
0:40:03software optimizations would have been a lot more tenable performance wise
0:40:08absolutely they had no secondary source of income Apple had mac money originally
0:40:11Google had searched money even Samsung appliance money Parma now blackberry
0:40:15they have no additional sources of income and so everything becomes
0:40:18everything becomes better company every phone you put out becomes but the
0:40:21company yeah I'm eating a break-in thank our first sponsor this week and it is
0:40:26are very good friends at Backblaze you guys know Backblaze unlimited on
0:40:32throttled back up for Mac they have over 100 petabytes of total data backed up
0:40:39they just crossed the six billion files restored marked a means users of
0:40:44Backblaze have used them to restore or download or get on another device over
0:40:49six billion files they have an iPhone app that lets you access and share any
0:40:56of your files so when your Mac back-to-back plays around about all you
0:41:00have with you is your phone you wanna get a file from your Mac just log in to
0:41:04open the back plays out and there's all your files get it you can email it
0:41:08someone right from there
0:41:10no need to do anything more complicated than that couldn't be easier you can
0:41:14restore one file for all your files easily with their web restore 25% of all
0:41:22back blaze restores are for just one file so it's not just for computer
0:41:27disasters but if you do have a computer disaster somebody steals your Mac
0:41:32somebody breaks in your house takes takes takes your mac takes a backup
0:41:36drive the roof leaks water leaks all over your computer hard drive range of
0:41:41Time Machine you needed you know true toll disaster you can just you don't
0:41:48have to wait and download all of your stuff in bag glazed over the internet
0:41:51you can just go there they put it on a USB hard drive and boom there FedEx it
0:41:57to you and you know like a day or two later there's a USB hard drive with all
0:42:01of your files on it ready for you to restore to a new computer softwares
0:42:07written by the companies founded by at Apple X engineers the software runs
0:42:13totally native on your Mac runs great on Yosemite went great on our ex couldn't
0:42:19be installed more easily couldn't be more visible in the background while
0:42:23it's running just great great service for an amazing price five bucks a month
0:42:31per Mac unlimited no limit on how much data you can upload five bucks a month
0:42:37so you can get a risk-free no credit card required trial by going here
0:42:42Backblaze dot com slash tearing fireball
0:42:46you're not to be haven't done it if you listen in to this over the holidays
0:42:51science and your parents upward just go to when you're at your parents house for
0:42:55Christmas or whatever just sign up for back plays and and give it to them it's
0:43:00a great little gift they want thank you for it until they need it but then when
0:43:03they need it
0:43:04think you're super so put on your relatives on back please thanks them so
0:43:10the first Big Apple news of the year
0:43:12relating come to WBC what an event
0:43:17yeah I think it was certainly it still seems like it doesn't seem like it's
0:43:23longer though is it is don't be like six months ago it was amazing I was sitting
0:43:28with you and Jason Snell and John Siracusa
0:43:32different people were just lighting up at different parts of that event was
0:43:36just a palpable reaction for them
0:43:39Syracuse in swift he turned to selling my dreaming of you should tell me if you
0:43:45stay I don't know if this is real or not please tell me I'm actually listening to
0:43:48what I'm listening to that was certainly big news
0:43:52you know I was a family was the first time I gotta look at yosemite and I
0:44:01think you know certain he said not like a specific you know like here's three
0:44:12lines of code copies exactly this is how you do acts recommended way but more in
0:44:18terms of like broad strokes philosophy I think Apple started pushing a couple of
0:44:23new things not necessary for the first time but two examples I can think of was
0:44:28the heavy focus on dynamic user interface layout clearly pre shadowing
0:44:35you know you know in the run-up to the iPhone 6 in six-plus but I think in the
0:44:44long run more envisioning a world of iOS devices where there is a continuum of
0:44:51screen sizes you know and who knows maybe eventually something smaller than
0:44:56four inches and you know by all accounts may be one of the things that you know
0:45:02that we'll be hearing about 24 early parts of 2015 would be a bigger screen
0:45:06some kind of iPad that bigger than 9.7 inches
0:45:10and not having to code a custom user interface for each size in that
0:45:17continued its a definite a huge change from the way iOS development was until
0:45:22recently and it's you know it wasn't just about supporting the iPhone 6.6
0:45:28plus the way I look at it there's no reason to duck the 3d integration team
0:45:33which will play guitar but the other big themes as transition from pushed from
0:45:36pole to push where previously the interface was locked to the device and
0:45:40then slowly but surely with things like airplay and car play and now watch kit
0:45:45the interface actually decoupled so you have the logic on one device interface
0:45:50going somewhere else or you have the logic for the apathy interface being
0:45:53able to be flexible between the four in screen size four point seven six inch
0:45:57now that he has split view controllers on the iPhone 6 plus it's sort of like a
0:46:01mini iPad so like you said it can scale across those things but it's it's all
0:46:05sort of one central part of logic and then you add extensibility to it where
0:46:10previously you had to hunt around your iPhone for anything it to go between six
0:46:14different photo apps just to just to get the effects you wanted you had to leave
0:46:18to to reply to a message you had to leave if you are sure to Tumblr you can
0:46:22do that from where you were yet to go to the Tumblr app into it and now all of
0:46:25their functionality has come to one place all of that is now independent you
0:46:28have these remote views and to me that's made that that's what of severing of
0:46:32that when you get into these more modular parts has really made a huge
0:46:35difference not just in my workflow but where I think Apple to take all the i
0:46:39think is the first big hint of much larger plans they have moving forward
0:46:43with these devices right and you mentioned both car play which is that
0:46:47our car play works work or play is a dumb terminal effectively and you know
0:46:53take your iPhone out of Bluetooth range and the only thing the screen is gonna
0:46:57show you and your car is that the stuff on the manufacturer you're not going to
0:47:02get any of the Apple play stuff our car place tough
0:47:05no iOS at all it's only it's really just effectively a projector your iPhone is
0:47:13doing all of the computation your iPhone is all of the storage your iPhone is
0:47:17doing the networking for anything that's coming over cellular and the only thing
0:47:22that screening your car does is show you what the iPhone is showing and report
0:47:28back to the phone where you're snapping your fingers at it and watch you know as
0:47:35we now know and as you know countless people who have you know the initial
0:47:41white kit SDK shows for the first round of third-party apps pretty much works
0:47:47the same way you don't get to run any code there's no part of watch this
0:47:51initial watch kit where Europe Europe runs code on the watch it's just a
0:47:56projected display of what your phone app for iPhone app is showing it and then
0:48:03watch just reports back what you have done and I would like that everywhere I
0:48:08like the idea of car play I bought the Toyota car before they had any
0:48:12information at all and my only option is to buy a new car that won anything but
0:48:16with car plate when every time I upgrade iOS four upgrade my phone I get a better
0:48:20experience I'd like that I'm a camera like camera places that make an
0:48:23interface is replaced with iOS I don't have any plans at home I wanna have them
0:48:27running iOS anytime there's the screen I would eventually be able to just put on
0:48:31a project Iowa State onto it
0:48:34doing that with a camera canon and you know like a serious serious camera would
0:48:39be fascinating I mean there is a move afoot in in the camera world built in
0:48:45wifi but it's i don't i don't have a camera that you know my my Fuji x100s is
0:48:53a year off by 10 brand new X 100 T which just came out a few weeks ago and I
0:48:58linked to a review of it a couple days ago now has wifi but its clunky like the
0:49:03only way to get it to work I haven't seen it but it's a you have to get a
0:49:06Fuji app from the App Store and include open the Fuji app on your phone and then
0:49:12you can do something between your phone
0:49:14and camera whereas having it be like our play man it would be fantastic and it's
0:49:21great for Apple because they're never going to get into it never is a long
0:49:24time but not gonna get into making appliance it's not gonna become a giant
0:49:26manufacturing conglomerate like Samsung and not gonna lie since iOS the way that
0:49:30new Android is easily able to put on any device but just projecting the interface
0:49:34means they can still control it they in essence just take it over the customer
0:49:38will have a great experience and they don't have to relinquish control that
0:49:41they need for products
0:49:42yeah it almost to me takes cameras back to where they were pre digital right
0:49:46where you when you load it thirty five-millimeter film camera the only
0:49:50things you the camera did was let you take pictures right you would like the
0:49:55review finder and see and the camera would have things like a late so you
0:49:59know in the latter years yeah obviously nearly as yet to set all that stuff me
0:50:02only by the you know by the latter years at the tail end of the film world you
0:50:07know it would do the exposure if you set things to auto it would you know said
0:50:12the apertures set the exposure time and then but it was all just about letting
0:50:20you take the next photo then you push the button in the photo be taken it
0:50:24would be stored on the film and that was it right I would like a digital camera
0:50:29that work like that
0:50:30do whatever you can to help me get a perfect exposure and focus you know set
0:50:35the focus distance and recommended a picture can be recommended exposure time
0:50:39or let me it said any of those variables manually if I choose to and then when I
0:50:44hit click it it just or the photo and end let me do everything else over a
0:50:51wireless connection to my iPhone I would love that for a couple reasons one if
0:50:55you don't have an iPhone you would just get whatever the clinic's car place
0:50:59system is you know whatever the standard software is on the phone but if you do
0:51:02have it you get a better experience now becomes the same reason you want to get
0:51:05car play now you do stuff all works better if you happen to have an iPhone
0:51:08yeah that would be great but I do totally think that you know the BBC 2014
0:51:16heralded that sort of future I think so too I think we also see for example
0:51:22continuity is going to work on the watch because it's going to be things on the
0:51:25watch the watch to me is to total convenience plates for all those
0:51:28thousands of tiny interaction you have with your phone every day that are in
0:51:32there I don't take a lot of time but are super important you still have to go to
0:51:35your bag or purse or go to your pocket and I can sort of shift those to my
0:51:39watch but if something ends up being more important than I thought it was
0:51:42being able to send that right back to my phone and continued on my phone
0:51:46think is great but was saying I still have to unlock the phone go find the app
0:51:50go the same place where I was scrolling through a try to find it but with
0:51:54continuity I'm I can be looking at something press a button that exact same
0:51:57thing is just there waiting for me again I think that's going to be much much
0:52:00more interesting when I watch him play yeah I do think a lot of these things
0:52:05are sort of breaking it goes back to what I said earlier about Apple pay
0:52:09where it's from a user's perspective it's outside the app centric world of
0:52:17using the phone itself it's it's much more about the real physical world where
0:52:24your phone is just within the Bluetooth and or WiFi you know wireless range of
0:52:30whatever terminal you're dealing with whether the terminal is your watch
0:52:34whether it's your dashboard in your car and you just tap on the watch and things
0:52:40get started you know I have to wake up your phone you don't and you definitely
0:52:42don't have to find any particular app like a Fuji app to get to get this to
0:52:49work you just on your camera and hit a button on your camera and you know the
0:52:53phone interface just wakes up and starts you know can read those photos that I
0:52:57read on the phone the phone becomes like the star destroyer in the washington
0:53:00times the shuttle craft museum between the objects
0:53:05it's pretty good I like that what else from WWDC I guess yosemite we could have
0:53:14you know and in the summer there wasn't really any news per se it was just you
0:53:19know basis of iOS and not a bad way that is rolling 24 gonna talk 2014 in
0:53:26hindsight you have to talk to so many yeah I did was get an article a macro
0:53:31great beforehand
0:53:32speculating what yosemite would end up looking like and I think he was really
0:53:37really close its like Apple didn't just clone iOS Evans was a long running joke
0:53:41they sort of took the cues from it
0:53:44the translucency in and the other effects and they made something that was
0:53:47very mad and they kept the shadows for example yeah our example when David were
0:53:52noodling ideas for Vesper Mac before we saw yosemite and we thought well what if
0:53:59they do totally just go on and Iowa 7 look and feel and we've been waiting we
0:54:04could come up with was the iCloud web apps which are you know you use them
0:54:11with a mouse pointer and you know I think typically I don't think they run
0:54:15on an iPad so mean you're you're using it on a Mac and they have some things
0:54:21like dialog boxes that you know you know how would you do it I was 7 dialog box
0:54:27with the mouse pointer but overall boy we look at them when I hope that's not
0:54:33it had to be enough because he did that back to the Mac event in the UD change
0:54:40the names of the apps in the they brought over the same look and feel and
0:54:43they really made an effort to get all the people who had iOS devices not meet
0:54:48them at the same to make them comfortable to make an easy sort of halo
0:54:51effect transition when you look at yosemite new look at continuity is just
0:54:55about adding value again if you have an iPhone or iPad you'll have a much better
0:54:58experience with a Mac yeah absolutely I do think two shows in part of it is you
0:55:06know our perspective where we get to go to these press events and talk to some
0:55:10of the people at Apple I Can Tho Product Marketing Group
0:55:13and there's a palpable sentiment you could do some things that they did just
0:55:18never come up to me nobody really spent a long time talking about we don't even
0:55:24call anymore but like the iWorks apps I like Pages Numbers and Keynote they they
0:55:30you know there's hasn't been a lot of enthusiasm about those apps in recent
0:55:34years and my senators nunn I'm just saying that it's you know I I think it
0:55:40shows in the real world and as you know in this current status and I think it
0:55:45shows in the enthusiasm when you talk to people at Apple privately but whereas
0:55:48like the Mac overall in Yosemite overall there were people there's people at
0:55:52Apple who just still love the Mac as a whole it is not like the you know
0:55:58forgotten first child you know brushed aside in favor of the beloved you know
0:56:06iOS you know I wonder if that has anything to do with the Mac like the
0:56:11Yosemite being very firmly in Frederick Keys or but things like I work in iTunes
0:56:15all being projects that are run by in queues or secondary software development
0:56:20system I do wonder about that and I don't know if it's because it's anyway
0:56:2722 / Getty cue but almost he's got so much on there how could it get any more
0:56:35of his attention you know how much he's got on his plate and you don't have the
0:56:40federal the one guy who's in charge of software engineering is in charge of
0:56:43those bits of suffering Jan but as a whole I i you know this year I i've I
0:56:49think that the people have spoken to an Apple were more excited about Yosemite
0:56:53and what's new on the Mac then I O Si and you know a lot of it is hard to
0:56:56separate because so much of what's new about both Iowa State in Yosemite is the
0:57:00continuity stuff which ties them together and there is no one without the
0:57:05other
0:57:05that was one of the most impressive things to me because he famously iOS and
0:57:09OS 10 used to be run separately and there was a big rework but not only that
0:57:13it's it's it's filtered down so instead of having someone in charge of Yosemite
0:57:17and someone in charge of iOS the person who was in charge of extensibility
0:57:21weather at least the aging product manager program manager was in charge of
0:57:24extensibility for iOS and OS 10 was in charge of continuity for iOS and iOS 10
0:57:29and even when it would have been easier to do them separately or do them in
0:57:33different ways they made sure that they were done in the same way as the
0:57:35developers had just one way to target them on both systems and that might be a
0:57:39subtle change for think that's a really profound change based on how Apple used
0:57:42to be run yeah and you know it's a recurring theme you know since he left
0:57:48the company but you know with forestall and again i overall I'm a big fan of
0:57:53forced on I think you know force Scott Forstall is a huge reason that I found
0:58:00was a hit product
0:58:02good as it was i think is a huge reason that the App Store exists and that it's
0:58:08as popular as it is problems aside we can get into that because there's been a
0:58:11lot of recent problems with the App Store but on the whole you know it's you
0:58:18know success and you know at a time when in 2007 when the first iPhone came out
0:58:23and there wasn't any third party software at all and there are questions
0:58:28about whether the river would be an even when it was announced 12 house-to-house
0:58:32stricter gonna keep this how much is it gonna be a handful of apps that Apple
0:58:36that and how much is it going to be you know they can allow tens of thousands
0:58:40hundreds of thousands of apps I think all of that is thanks to forestall or at
0:58:46least by these partly thanks to forestall but on the other hand I don't
0:58:50think continuity happens all in one fell swoop in 2014 and forestall is still
0:58:55running iOS has his own fiefdom is the way he ran it was secretly even when it
0:59:02wasn't knew you know even
0:59:04you know you know 20th 2012 I guess when he got pushed out you know I think he
0:59:13was a phenomenal partner for Steve Jobs when you hear stories about when he was
0:59:17at Apple he said he knew which of the three studded leather textures
0:59:22Steve would pick him he wasn't there the designers just kept saying no and no and
0:59:26no over and over again and he was just so good at working with Steve Jobs but
0:59:30then you know he faced an Apple without Steve Jobs and it's possible that he was
0:59:33the best person in the world to birth the iPhone but not the best person to
0:59:37get it through the awkward teenage years and will see that with the watch now
0:59:40because Kevin Lynch runs watch software doubtless not in craig Venter eadie's or
0:59:43but that's sort of what you have to do when you're creating something new you
0:59:47have to give it that sort of Independence base to come alive and then
0:59:50you integrate it back again overtime right but even with Lynch and you know
0:59:54that's a good open question is do in terms of what to look for in 2015 you
0:59:59know how good is their initial offer going to be and you know whether it's
1:00:05very not you know how good the initial we get our first Apple watch 1.0 in
1:00:12quote early 2015 we're gonna we're all going to form pretty firm opinions of
1:00:19Kevin Lynch as an Apple product manager right off the bat but Lynch was hired
1:00:26into an apple where you know he could be told
1:00:30point-blank I'm sure was this is how we work now we collaborate you know and I
1:00:35think that's why you see it you know that you know shoulders already wearing
1:00:37an apple watch any Q's wearing an apple watch a predatory he is wearing an Apple
1:00:42ID you know that they're not locked out of that in a way that I think a lot of
1:00:47people were with the iPhone before it came out here in the other thing that
1:00:51I've heard really good things about Kevin Lynch's work at Apple Inc et si
1:00:55sounds like he's doing a great job but also while the watch stuff is separate
1:00:59for example I don't know this for a fact that it's out it sounds to me like
1:01:02messages is not be like if you're working on watch messages are not
1:01:05allowed to talk to the guy working on iOS or Mac messages telling that's not
1:01:09the case that the messages group
1:01:10you spans across from that which is what you want because otherwise it's going to
1:01:13create a broken experience yes I do that I think that's absolutely the case where
1:01:18where he you know it might be separate from factories stuff but in a sense it's
1:01:23not because its battery years entrusted with it is not part of it but that he's
1:01:27already got enough on his plate and they needed this is such a big undertaking
1:01:30that it needs its own point person in team but they're not I think the
1:01:34differences maybe maybe the word is fiefdom you know that iOS was run by
1:01:39Scott Forstall is his own fiefdom within the company and that's not the case with
1:01:44the watch and I was talking about else about this last week but you you look at
1:01:48the design cues of the watch you start to imagine it's not just a copy of iOS 7
1:01:51or copy of yosemite it is it is being given the room to be its own thing sort
1:01:56of establishes an identity as well yeah you almost get the sense that it if
1:02:00there's anything that holds up as an analogy it's almost like the watch OS is
1:02:05to iOS with iOS was to Marcus
1:02:09you know that yes we're not throwing everything out the kernel it might be
1:02:13the exact same colonel there's there might be a UI kit that's doing driving
1:02:20in runs from like the iPhone runs from right but that it's it's just about base
1:02:27you know using the technology that makes sense to reuse but but stripping it down
1:02:32to a level that appropriate for this new dramatically lesser form factor but the
1:02:40strategic aspects of how the software runs couldn't be more different from the
1:02:48original iPhone where the original iPhone only had this tangential
1:02:53relationship with your Mac which was connect 30 pin connector and a USB cord
1:02:59to the to and you know the sink and Wade and have you know I still think it's
1:03:08almost seems prehistoric can't believe it's only seven years ago but that's the
1:03:11only way you got calendar on your phone or back to your Mac if you created the
1:03:17event on your phone that's the only way you could sync calendar events the only
1:03:20way you could see
1:03:21contacts it's crazy that you only had to do all that tethered but then once you
1:03:27untethered your phone was a completely iPhone was a completely independent
1:03:32device that had to do everything any kind of computations done on the CPU on
1:03:37the phone all of the drawing was done on the GPU on the phone and the watch at
1:03:42least for third-party software is largely just a projected screen where
1:03:47it's doing the least work possible it's almost like the web app solution for the
1:03:53original iPhone where it when you no longer connected to the Internet nothing
1:03:56can update your phones no longer in vicinity nothing can update
1:03:59absolutely let's take a break and come back and talk more yosemite but i wanna
1:04:07thank our second sponsor and it's another longtime friend of the show our
1:04:11good friends at lynda.com ly nba.com lynda.com isn't easy and affordable way
1:04:21to help you learn learn what well just about anything from programming to
1:04:27photography to design to audio editing even even stuff like negotiation skills
1:04:34they have classes on now to meeting the breadth of their library you instantly
1:04:40stream thousands of course is created by experts on software web development
1:04:44graphic design any of those things and watch them right on your computer
1:04:48fresh content those new courses added daily
1:04:52they work directly with industry experts and software companies to provide timely
1:04:56training often the same day that new versions releases of absurd products or
1:05:00services hit the market so if you wanna learn something new new version of
1:05:04Lightroom comes out guess what you can learn everything that's new from
1:05:07lynda.com right away
1:05:09easy-to-learn high quality easy to follow their video tutorials are
1:05:15produced at the highest quality courses are broken down into bite-size pieces so
1:05:20you can learn at your own pace and learn from start to finish or just find a
1:05:25quick answer they have beginning level stuff mid-level stuff and expert level
1:05:30courses and great great tools including searchable transcripts super super
1:05:37important if you looking back to find something that you knew you saw a couple
1:05:40weeks ago in a chorus and you can't find it and you know you know what it is you
1:05:44want to search for it well they've got it caused all of this stuff has
1:05:46transcripts you can make playlists and even her stuff like certificate so I can
1:05:51you finish your course you can publish in your LinkedIn profile certificate of
1:05:56which lynda.com courses you've completed they have mobile apps so you can learn
1:06:03on the go with your iPhone iPad even Android and if you get a premium account
1:06:08you can download the courses to your mobile device like your iPad or iPhone
1:06:15and watch them offline premium plan members can also download project files
1:06:21and practice along with the instructor
1:06:24so how do you get all this you pay for it by the video no one low monthly price
1:06:29you pay 25 bucks per month and that gives you unlimited access to over
1:06:35100,000 video tutorials the whole library you pay 25 bucks a month you get
1:06:41everything you might be thinking what 25 bucks a month that actually not ship
1:06:46that's that's that's a lot of money
1:06:49here's how confident lynda.com is in their service they have a special deal
1:06:54just for listeners of the show go to lynda.com ly n da dot com slash the talk
1:07:01show with the and for the next seven days you can access everything for free
1:07:08no credit card up front just go there
1:07:11lynda.com / the talk-show dunno your come from the show and for seven days
1:07:16you can watch everything they have unlimited data and and see for yourself
1:07:21how good the stuff is and that's how confident they are the the end of that
1:07:25period you're gonna jump at the chance to sign up for an account and stick with
1:07:29them really really good stuff I've I just for several things it's really
1:07:33really can't say enough just how high quality landed a constant ariel is so my
1:07:38thanks to them and check them out at lynda.com / the talk show
1:07:44you say how many machines they're running adverts don't I waited a year to
1:07:49upgrade from mountain lion to Mavericks on my podcast machine and I think I
1:07:54lasted a month before putting assembly on it I still have the they aired that I
1:08:01used to record the shows I come according right now using my old MacBook
1:08:06Air still runs the latest version of Mavericks and it's funny how it feels to
1:08:14me like it two years old
1:08:15yeah like I can't I was just thinking before we started recording it thinking
1:08:19about you know how long I how how how to date a minor realized I'm really only
1:08:23like still only like two months how to do but it looks ancient to my eyes just
1:08:29a wallpaper when you see the Mavericks wallpaper it it feels like a bygone era
1:08:32yeah I think so but does that to me it's the fonts you know and the heaviness of
1:08:38the buttons it's it's it's a much heavier word our expansion that's partly
1:08:44why I upgraded I just I I would look at it when I podcast and it would just look
1:08:48wrong to me it was officials I think more than anything else that encourage
1:08:52me to upgrade yeah I think I over the holiday break I'm gonna upgrade this
1:08:55mission to adapt can't think of a good reason to keep on around anymore either
1:08:59there's nothing you know it's really just had a laziness in a fact that I
1:09:04don't use this machine for much anymore I just happened to be all set up with
1:09:09the software used to record the shows and so it's sort of like it if it ain't
1:09:14broke don't fix it
1:09:16situation but it just staring at it looks ugly and I got the redness wife
1:09:22Kay iMac after the event I just couldn't run on see it and the other shipped with
1:09:26a ship with you and i was just all in
1:09:33I have also grown to be completely
1:09:37is quite so in love but completely accustomed to the system version of
1:09:43Helvetica as their system it's it looks so good on a red they were arguing
1:09:49whether you'd prefer to have something like San Francisco where the mythical
1:09:53Apple songs if they ever shipped it but they did a really great job of putting
1:09:57how's it going on on the Mac give any idea whether san Francisco is helpless
1:10:02and I've heard that it isn't enough that's true or not having heard from a
1:10:05lot of people but I heard an offhand comment that it wasn't I wouldn't be
1:10:09surprised if it's not but I have no no idea like the little birdies at told me
1:10:13about Apple sends a little birdie told me about San Francisco where I tell me
1:10:17about it didn't know about it in advance but but that told me that internally
1:10:21they were calling it in Vatika but nobody's told me whether they're one in
1:10:26the same and I can't help but think that then it's hard to interpret because it's
1:10:30almost like meeting smoke signals could just mean that this an optimized version
1:10:33of Apple's for the washer that's why they're considered different but it
1:10:36struck me that they were dif yeah the thing I found playing with the san
1:10:40Francisco is that it really only looks good
1:10:43very very small and from my hand on time you know months ago at the Apple watch
1:10:49event I thought it looked fantastic up close like just really really look good
1:10:55playing with it on my Mac now that we have the SDK it doesn't really look good
1:11:00to me at the sizes that I use font on the Mac is not optimized right and I
1:11:05tried the mentioned it a few years ago but I tried as I could get out then with
1:11:10a hacked versions of San Francisco that had metadata stat that make it look like
1:11:16they tell the system it's the system fun and if you put them in a guy I don't
1:11:20recommend anybody try this because it's working with your system you're on your
1:11:24own but more like what you do is you put these hackers and also its copyright
1:11:28violation in a direct violation of the terms of the SDK download that denial I
1:11:35did it all with the San Francisco fun and expressly not allowed to use it for
1:11:39anything other than developing lockouts
1:11:41but what you could do is go to find this project on github download these
1:11:46versions of the funds which are different from Apple's version is there
1:11:49some kind of metadata that said that tells the system hey this is the system
1:11:52fun you put him in / library / library funds / library / funds and you can't
1:12:05put him in your user fun fun not you know users your name
1:12:10library fines as the system won't look there for system the system looks first
1:12:14in / system library funds and that you know Helvetica system fun is still there
1:12:20you're not replacing it not deleting it or not renaming and moving it but then
1:12:24the system look and / library funds and find another system font Arial use that
1:12:28one incident she just put these files their log out log back in and Yosemite
1:12:35you know will draw as with the system fun it'll use it San Francisco so I
1:12:41tried it to see what it was like and it's it just doesn't work I get it not
1:12:47that it doesn't work like it's broken and it you know it's you know technical
1:12:51failure just statically it's just kinda right which is interesting as I didn't
1:12:57think I'd like of economic as much as I did but then after the Apple TV update
1:13:01which came much after you let me see announcing Helvetica Apple TV that is
1:13:07much more every time I see it I get a little reaction to it and it feels it
1:13:12somehow crazy to me how Apple has made it a fight that is available to everyone
1:13:17anywhere
1:13:18feel like they own it yeah I did it just when they use it it's it's such an
1:13:23established fun it's a classic need to feel some modern in the way they're
1:13:26using it but I don't think I at San Francisco to me it's it's completely
1:13:32designed I think for the watch and it's meant to be used to watch like sizes
1:13:36which are physically very very small like the biggest you ever gonna see text
1:13:41on your Apple watch is pretty small size it's it's what I've been constantly i
1:13:46used some previous shows with the vibrancy and you know some people turned
1:13:50it off it I've even gotten used to that used to seeing areas of red or black or
1:13:55or things and it just i i don't buy the argument that it brings a desktop
1:13:59through but it does sort of of make the whole system see more alive
1:14:02yeah I'm but I was no doubt that like Syracuse's mentioned several times
1:14:06there's no doubt that that's going to get toned down next year and the year
1:14:09after you know that they start out with taking an idea to the maximum level and
1:14:16then over the years dial it back to where it should be but there they you
1:14:19know Apple is it as a company tend to err on the side of taking an idea too
1:14:25far then take not taking it far enough and it's also their very first giant
1:14:29company they have a lot of respect for the singular designer vision designed
1:14:33just haven't had a lot of ideas in those ideas not all of them made it through
1:14:36but a lot of them did in a lot of companies it would have fallen to
1:14:39designed by committee very quickly so I think overall you somebody is been
1:14:47pretty pretty strong success yeah I agree completely and for all the bugs
1:14:52that I was a tad and you know it so many people I think I i think is somebody has
1:14:57been pretty stable and and you know deserves applause right from the get-go
1:15:0244 being pretty trouble-free if you were an early adopter we had a couple wifi
1:15:08patch and WiFi and Bluetooth seem to be something that just affects some
1:15:11percentage of people every time there's some security things even today they
1:15:15passed it was yesterday they're they're patching security now face whom he ever
1:15:19done before it's it's really a new agent in the delivery of Mac software yet
1:15:24today as we record recording on December 23rd
1:15:28and I might have rolled out I think it rolled out last night time but within
1:15:32the twenty-four hours it we're recording as as we speak there was a bug fix that
1:15:37Apple rolled out there for the first time ever they pushed to at least one of
1:15:44senator had enough Mavericks got the push but if you're running is somebody I
1:15:48got the notification gonna log in this morning it too said a security update
1:15:51was applied
1:15:53yeah and that's it it's like you know and I you know it's a lot of pressure
1:15:58for them because if they ever pushed one of those that did break things it it's
1:16:03going to be you know quite a scandal
1:16:07they're paying close attention to that stuff now but it's what we complain that
1:16:10they weren't being fast enough security updates and western point they just you
1:16:13pick up the pace yeah and I did you know that the thanks for that the applause
1:16:18for that is never as loud as the criticism beforehand so now it doesn't
1:16:24matter getting faster I can't help but think that with the Bluetooth and WiFi
1:16:28that it must must just be that the matrix of how many different wi-fi
1:16:35chipset there are in all the supported max that run yosemite multiplied by all
1:16:41the various chipset in the wifi routers in the real world is just it's just a
1:16:49testing nightmare
1:16:50you know Thomas through most likely that it works at all because it just happens
1:16:56over and over and over again I just run all Apple stuff and I've never had a
1:17:00wife who Bluetooth problem but I imagine you'd like you say we have every single
1:17:03vendor in there every single variant you gonna you gonna hit whatever bugs are in
1:17:06both those tax fairly often
1:17:08yeah I have Apple router downstairs and get the latest whatever extreme I don't
1:17:14know what they call it anymore but the one that's tall and have for years and
1:17:19I've never had been hit with those problems either because I'm surely you
1:17:22know every single standard Apple wi-fi chipset in a Mac does get tested against
1:17:28Apple's own routers
1:17:30I think the first in line right
1:17:32and I think that I'm max early I mean you see bugs without a with iOS and WiFi
1:17:39too but I do think it seems to hit the Mac morning things because the Mac
1:17:42hardware is not as unified as as hardware I think I player to the first
1:17:47iPad we didn't see a bunch of people complaining about wi-fi it seems it
1:17:51launched yeah I get the feeling that like supporting why fayed the driver
1:17:56level is you know sort of like supporting IMAP you're writing a mail
1:18:00client which it in every single IMAP server has like a different
1:18:06interpretation of the IMAPS back at some level there's no way to just write a
1:18:11generic IMAP client every IMAP client it gained any popularity because it hasn't
1:18:17you know it's actually useful effectively as you know you know I'm
1:18:22server by server list of exceptions and stuff like that which was the big
1:18:27complaint about male and maverick's specially was Gmail's eccentric tees up
1:18:31late word IMAP implementation in now at yosemite don't hear that very much
1:18:34anymore either
1:18:35now you don't think it's I think they've cleaned up pretty well where we at the
1:18:41calendar year I think we're heading towards the iPhone 66 + event yeah which
1:18:47was also the debut of the wider bigger and bigger and then small and Apple pay
1:18:55ya I in the demo area they had the iPhones laid out the head the iPads
1:19:00Apple watch laid out and then they had a whole area where you could go and see a
1:19:04paper within the app and a simulated check out station and I do think that's
1:19:12a good example of how how difficult this you know and broad broke strokes how
1:19:19difficult apple and you know anybody else in the industry but how it's not a
1:19:24month to month year-to-year gain its decade-long game because even with Apple
1:19:30pay you know it's intertwined with the iPhones 6 because it's the iPhones 66 +
1:19:36the only phones at work without pay at least it retail terminals
1:19:42and you know you had to have touched I D first so that was the year that goes
1:19:46back a year ago to the iPhone 5
1:19:49you had to have it and it had to work really well so that starts a year ago
1:19:55now this year you've got the two new phones that have NFC built-in and the
1:20:01rollout in the retail stores of the terminals you know that accepted but
1:20:09you're still talking about service that only works two months and for people
1:20:13who've bought a brand new top of the line iPhone within the last two months
1:20:17right like the real the real Apple play is 23 years ago when eighty-five percent
1:20:23of active iPhone users are using something I from six are doing it it
1:20:28shows the patients that Apple has been something that shows how for example NFC
1:20:33lot of their competitors was just a chipset they would just throw it in
1:20:36there they really care you did with it
1:20:38different manufacturers would do different things where Apple there's no
1:20:40such thing as a chipset it's a feature set and the experiment with NFC a
1:20:44prototype of the NFC for years they just never ship that they didn't have a
1:20:47feature set that needed it
1:20:49not the curiosity and might be a benefit but actually needed it as a core
1:20:53technology in the phone and when they did they put in a CNN they shipped it
1:20:56and it took until iPhone 6 for that to happen but like you said they had to
1:21:00have passbook they had to have such idea that have all these things in place and
1:21:04then when it made sense as a product to get shipped yeah I i've heard about NFC
1:21:08for iPhone I think as far back as 2009 which was the year that the 3G S came
1:21:14out and that when that was heard that we would have it wouldn't been right before
1:21:21I would have been like seven or eight months before that it was a maybe for
1:21:26the next iPhone clearly you know obviously did not happen and I think I
1:21:32think ultimately you know why not and then again it was a recurring thing like
1:21:352009 maybe 2010 definitely maybe Apple is very very interested in NYC
1:21:41so that would've been the iPhone four you know it wasn't there and I think it
1:21:45was always you know is that there was no story behind it right there's no
1:21:50whatever our house is actually gonna be useful to people in the real world they
1:21:57would put politics almost any anything that you can find a blog post about that
1:22:00makes even the slightest logical sense Apple will put a taped it like when they
1:22:04say max make no sense for multitouch is not because they're just daydreaming or
1:22:08saying if the sake of saying it is because they built it they spent a lot
1:22:11of time trying it decided it was an experience they want to ship and its in
1:22:15one day maybe it will be in with NFC it was in later stage prototypes for
1:22:18different phones and they're trying things in there like you said no story
1:22:21so it didn't ship and then as soon as they had a really compelling story which
1:22:24was out that's never fun we have no so tying it in you know the iPhone 6
1:22:30announcement with this week's news there's another rumor that came out of
1:22:35Asia some analysts that that Apple is considering a for a new four-inch iPhone
1:22:43for next year to see that
1:22:46MacRumors had it I think the name the guy came up with it was totally stupid
1:22:51he called it the iPhone's success many
1:22:56a 6-2 I think the name would be the clearly a be the iPhone succeed right I
1:23:03think it almost certainly would be the iPhone 6 see and if not see then there
1:23:07may be kinda be success minus success and success plus use them to try that
1:23:14math knowledge into the ground and they'd actually spell it out like I
1:23:21think again I'm I'm almost positive but I think it's very likely that Apple's
1:23:25prototyping four-inch iPhone because they put a type tons of different sizes
1:23:29was interesting to me as I heard you say that on a previous show it might have
1:23:31been two episodes ago i three episodes ago and I was curious to know what
1:23:35Android people thought of that caused their phones I mean they're their
1:23:38version of the HTC One many was I think snow five inches or something and I
1:23:42asked me away their demand for four inch Android phones I heard cricket at No
1:23:47four point seven is the smallest we never lied to me that doesn't mean Apple
1:23:52should make one that means is probably a segment of the market that is totally
1:23:55underserved by the volume vendors and that there is opportunity for people who
1:23:59are distinguished or or have very specific taste and and would enjoy that
1:24:03size I think the mags and this isn't based on this guy's reporting this is
1:24:08just my I close my eyes and think about the way Apple thinks and the way Apple
1:24:12has acted over the last seven years and I think it's probably true but I also
1:24:17think they're calling it the six see whether they call it that are not tell
1:24:20you exactly what it's going to be as I think it's going to be an A eight you
1:24:26know this year's a aid and a camera like this year's camera it's gonna be
1:24:35effectively and iPhone sex shrunk to four inches whereas the iPhone 6 access
1:24:40and success plus if they call them that will get a 90 get a better camera and
1:24:47you know whatever the 2015 technical improvements are so that you'll be able
1:24:52to buy a four-inch iPhone next year and you'll have touched I D and you'll have
1:24:59a poor pay and you'll have any aid you have a camera like the one we have today
1:25:03but if you want the top of the line if you want the newest the latest and
1:25:07greatest camera if you want the latest and greatest system-on-a-chip you're
1:25:12still going to have to go four point seven or or 5.5 it makes a lot of sense
1:25:17the same reasons that cause the iPhone 5 CCAP was always called the cheap iPhone
1:25:22and Apple never makes cheap products but they wanted to make a popular iPhone I
1:25:25wanted something that was sit on the shelves not like a blockbuster movie but
1:25:29like a TV show that people could buy any time
1:25:31but it also let them shut that down to the bottom line much faster they would
1:25:34have to leave an iPhone 5 there and the same logic makes sense to the iPhone 6
1:25:39seed to build a move that down the product line faster and make out became
1:25:43more accessible to more people and have it in more parts of their product lineup
1:25:46yeah and I think the other thing that they don't want is that third pricing
1:25:51tier that starts it because that's the other thing if you do want a new foreign
1:25:55phone next year I do you know if I'm right that it's going to be the 2014
1:26:00tech technical stuff you know they cameras at the upside will be there
1:26:04you'll save money cuz I think it'll start at $99 on a contract and you know
1:26:08it at all contractor will be $100 less than the success of four point seven at
1:26:15the 199 market orange just based on human behavior has to be cheaper
1:26:20yeah the thing that I think they wanted to get away from is having that $99 tier
1:26:25and i speaking in the subsidized terms but the $99 here look virtually
1:26:31identical to the 199th ear right that's what the six or the five see did is they
1:26:39you know it had exactly the same tech specs almost to a tee as the iPhone 5
1:26:46but it looked different and some people you know obviously some people thought
1:26:50it looked better I know people who bought it because they wanted a colorful
1:26:53fun but it's still even if that's the case then you know good for you you save
1:26:57two hundred bucks but I don't think Apple liked it we're up until the five
1:27:02she was introduced the the $99 option look i'd or nearly identical you know
1:27:08they're obviously some certain tells that you could tell that i phone 4 from
1:27:12for us you know the antenna banter it certainly different slightly different
1:27:16points and earlier that when they first started keeping the year old phone
1:27:22around the 3G and 3G s you could tell them apart because I the word iPhone on
1:27:26the back was written shiny letters instead of flat letters show the other
1:27:31night as part of this team of having the new iPhone right now I told you think so
1:27:36you know and it's an Apple wants to enable that that's why I think that
1:27:41you know I don't know if I don't know if an iPhone 6 see would be plastic like
1:27:47the five see I wouldn't be surprised if its metal and rounded you know with
1:27:53rounded corners like the success in six-plus but just the size of it would
1:27:57tell you that it's you know the lesser model yeah it was funny with the iPhone
1:28:015 even though Apple rebuilt it from the atoms on up it was boring the minute
1:28:05they made it in cold you know people first made fun of it and then everyone
1:28:07complained they can get one it's still hard to get and I funds yeah they're
1:28:19still I didn't know that I was listening to ATP in Siracusa talking about it its
1:28:25supply still hasn't caught up with demand
1:28:28Milton's been trying to get them for weeks and I think it finally call in
1:28:31favors try to get them shipped there is because people who leave Apple have no
1:28:38idea how to get a hundred people get their phones just they've never had to
1:28:41deal with carriers or with retail stores and it sounds like some of them you know
1:28:45as much as 11 and equipped to deal with the horrors of retail shopping let me
1:28:54see if I get a six and space grey getting some fries and
1:29:04I want looks like I can get I can get 228 gigs is available three to five
1:29:12business days
1:29:13the six plus is harder than a second but they're starting to fall into a more
1:29:18about which is create mean as much as people complain about about the iPhone
1:29:22you still can't get them there is their complete the supply constrained from
1:29:25months after launch
1:29:27yeah just crazy and I think that you know but I still think that's pretty
1:29:33interesting that they're at a point where they still don't catch up
1:29:36supply demand until after the holiday and year after year to its not a
1:29:42decision saying they're making more and more money off the iPhone what's left I
1:29:47guess we have the last event of the year which would be the iPad air to Yes and
1:29:53No seventy mile in the rain iMac right now I magnin it really sticks out to me
1:29:59I style
1:29:59I style
1:30:00of the iPad air too I still think I think it's an amazing device but it's
1:30:03it's a refinement of the iPad air whereas the right now
1:30:09five came back is to me like a new a new we are the two things that are similar
1:30:14to me about those devices are that with the iPad here to Apple started making
1:30:17their own GPUs in like an Antec first thought it was a six core imagination
1:30:23chips they later realized that it wasn't a court one which was totally
1:30:27theoretical until Apple made it it wasn't just a design they actually took
1:30:31the architecture built their own custom GPO and even doing CPUs for a couple of
1:30:35generations of God swift and they had cyclone cyclone to but now they're doing
1:30:40the entire chip almost disease in house at Apple and then you look at the iMac
1:30:45and they made the timing controller right that they made fight a possible in
1:30:49a computer when intel has not yet shipped sky lake or or Thunderbolt three
1:30:53or anything so they are there again they're making more and more of the
1:30:57internals of their machines
1:30:58yeah and that's interesting to me that they've done it for the iMac because
1:31:02they've they've they've had this economy of scale with iOS devices because even
1:31:08as they've expanded the lineups and they've gone out to iPhone sizes and you
1:31:13know there's two iPad sizes and there are cellular and on cellular versions of
1:31:19the iPads but for the most part it still at in terms of what actually knew this
1:31:23year it's a very limited number of SK use right and and they share a lot of
1:31:30stuff you know that the iPhone 6 in six-plus are really very very there's a
1:31:35slight difference in the camera with six-plus camera has optical image
1:31:39stabilization so that's a different part but it's the same a CPU and its dunno
1:31:45just the stuff that has to be different it's different you know different
1:31:48display
1:31:49because it's different sizes different pixels but that they've had this great
1:31:57economy of scale which lets them do these things like you're saying like
1:32:00build their own systems on a chip and not share it with the rest of the you
1:32:05know how these things that are available to anybody else in industry it's
1:32:08interesting to me that they've done it with the iMac to which is clearly lower
1:32:12volume I mean without question i mean i think all IMAX together are just a drop
1:32:17in the bucket volume wise compared to iPad or any iPhone or iPad model but the
1:32:23retina one in particular
1:32:25existing only at the top of the product
1:32:30what he called the product yeah the pyramid right it's only the best option
1:32:35the good and better ones are still none rendered because the retina display you
1:32:41know it's it's this weird combination where it's in one sense it's remarkably
1:32:46inexpensive because famously like dell has a five k displayed
1:32:5025 K display they came out of the month or so ago but it's it requires to
1:32:54display port connections but it costs as much it costs as much or more as the
1:32:59whole imma yes right so she'll come out of the five k display we're just the
1:33:03display and forget about whether you need to know how you're going to
1:33:05actually run it and that you need to display ports and all that are you gonna
1:33:08get graphics cards how you gonna get to you how's everything at work just forget
1:33:11about it just the display itself costs as much as the whole iMac which includes
1:33:16a pretty killer computer and the crazy thing is Apple if you ask me 50 ten
1:33:22years ago you apples not a chip that they're not an Intel the night at MCA
1:33:25said on any one of these companies in they got the 64 bit first and now
1:33:29they're they're making chips are just pushing the industry forward and they're
1:33:33not a peripheral maker but they're doing with the original ipsi makin' now with
1:33:36the fight k iMac they're making displays that is pushing the industry forward and
1:33:41the the iPad here too is so overpowered that you could arguably say you know
1:33:45guys relax top but instead of that out just sayin run get as far ahead as fast
1:33:49as you can and just keep going to push the state of this technology because it
1:33:53will filter down and we will figure out a way to make all the stuff super super
1:33:56important to do things that nobody else can do
1:33:59yeah and that's turning the
1:34:02industries model on its head where from the outset from the very beginning of
1:34:08personal computing through recently the model was that it's this commodity
1:34:15market where you buy CPUs from Intel graphics cards from and video or whoever
1:34:23else Radeon I guess you know but there be graphics company's there'd be memory
1:34:29makers you know there'd be hard drive makers and you just put all the you know
1:34:35if you wanted to make computer you pick and choose get this salad bar right I
1:34:40guess yes totally like a salad bar but everybody else could get them to and you
1:34:44could make deals in depending on your volume ensure you know Dell and HP as
1:34:49higher volume vendors good to have some sort of leveraging priority versus you
1:34:54know ask the smaller by market share
1:34:57PC maker you know but it was that what you were possible what was possible to
1:35:04do though was limited by these specialists so if you wanted to drive of
1:35:105 k display you were limited unless you can get somebody that you know the less
1:35:17the state of the art in the graphics industry was a graphics card that could
1:35:21push that many pixels and a connector that could carry them whereas Apple has
1:35:29started turning things like that on its head and it doesn't matter if the
1:35:32industry can't do it yet the state of the art industry they just made their
1:35:36own and made it work and it's not available to anybody else that's like to
1:35:43do things that other people can't do we'll go back to your only apple pie
1:35:47piece from WTC
1:35:49yeah I think it's you know probably the best piece I wrote this year I think
1:35:53it's the only one that really do or at least the one that has the most
1:35:56dangerous even lo these many months later I think it's it's if anything I
1:36:00underplayed yeah i think is true and I think when we like next year we already
1:36:04mentioned maybe there's a bigger iPod but maybe there's software and services
1:36:07that go along with that in having two gigs and having an Arctic or GPU makes a
1:36:12lot more sense you next year that makes this year but it allows people who buy
1:36:16the brand new iPad here this year to not feel left behind when the newer devices
1:36:20are newer software ships I and i still can I keep thinking about 64 bit for
1:36:25mobile and you know nobody else has it I mean there's some chips that are passed
1:36:29capable of it a friend right but it certainly is far from mainstream the
1:36:33Nexus 9 I think ship with it just because they decided they had to have
1:36:36they couldn't wait any longer to get 64 bit of the door but it's not in Tucson
1:36:41army Intel right at the nexus and i know i think is X 84 I think I think it's
1:36:49called combat a double child I don't know either way though it certainly
1:36:52isn't like a mainstream thing but to me it's it's it's 64 bit came out of people
1:36:56complain all this north four gigabytes of memory Apple's just wasting it but it
1:36:59turns out that the arm VA instruction set was so much better and the security
1:37:03that they could use enabled all the touch I D stuff there was just so many
1:37:06other things about building that chipset that 64 bit was almost a bonus for them
1:37:11the same way three quarters on the iPhone 6 is almost a bonus in eight
1:37:14quarters on the eye on the iPad here to there doing it because they can is no
1:37:18reason not to so why should we do it right it just goes hand in hand with the
1:37:22new instruction set which is really whether performance went come from not
1:37:25the Matt not any sort of magical going from 32 to 64 on any hypothetical
1:37:30platform magically make things better
1:37:33it wasn't like that it was a very very practical you no harm there are new ARM
1:37:38instruction set is way better it gets rid of all sorts of legacy craft
1:37:43you know that dates back to the early days of armed when it was powering
1:37:47things like the new Palm Pilot and stuff like that is just so many benefits right
1:37:54and everything that the computer engineers have learned since then about
1:37:58how to make efficient you know instruction set for computers and you
1:38:03know and what what is it that a modern compiler wants to see in an instruction
1:38:09set to to generate efficient code and it was you know rewritten from scratch with
1:38:14all this craft gone and all sorts of new stuff to help modern compilers you know
1:38:20in there and here we are over here later instead Apple still the only mainstream
1:38:25you know device that has and we have swift and we have medals when you put
1:38:29those technologies all together eventually the performs a good way
1:38:33beyond which is the hardware delivers yeah and I think that those two things
1:38:37you know Swift is obviously knew for 2014 medal is new for 2014 and I think
1:38:47they get to the heart of what what what is Apple going to be like as a big
1:38:52company with a with big weapons to swing around and you know obviously and I
1:38:59guess said that the watch the the canary in the coal fine I'm looking for is
1:39:03hubris you know and obviously when a company gets bigger it tries to do more
1:39:06on its own I mean Microsoft famously you know it does everything on its own you
1:39:12know their own you know they're the only company that he's back to enter just
1:39:16little details like that they use backslashes and said the slashes between
1:39:19directory paths to you know having had their own you know developer tool chain
1:39:27and their own programming language you know
1:39:30you know but they did more than that I feel like when Microsoft was at its
1:39:34height in a nineties you know is the fact that they expanded into things like
1:39:40co-ownership of slate.com the founding of MSNBC you know they wanted on a cable
1:39:47news network right why would Microsoft want to get involved in cable news you
1:39:53know but I feel like Apple as they try to do more and more on her own
1:39:57it's only in the name of enabling features that would be better for the
1:40:02products they're already making greatly enterprise they decide to create an
1:40:06enterprise company or by another bus company partnered with IBM to let them
1:40:09do what they did well right now that's a great it's a great example of that they
1:40:15didn't create this new enterprise division within Apple which is outside
1:40:19their expertise and then and risks losing their focus you know if Tim Cook
1:40:24wants us to know wants to make a big bat and and do this he doesn't have to spend
1:40:29anywhere near as much attention on it as you know has he wouldn't this world
1:40:33where they're willing to say you know what we just want our devices to be used
1:40:37in the enterprise will let IBM handle how to make the sales and how to write
1:40:42these you know these absurd amount for the market is a perfect example a much
1:40:47better than buying a city or something that is going on the imaginary people
1:40:50always went up to my right and swift you know is an example where they're not
1:40:54they didn't create a new programming language to change computer science it's
1:40:59not you know if anything that the critiques from people who are like
1:41:03programming language critics is that it's sort of a boring language there's
1:41:07nothing outlandish about it there's nothing novel about it it's just nice
1:41:15simple language link in an Internet not that there aren't clever things under
1:41:19the hood and like the fact that
1:41:21you know most of the languages designed it is defined in the runtime not in the
1:41:28language itself the language itself is super super minimal there's something
1:41:31you know artistic about that but effectively it's just what kind of
1:41:35programming language would you write would you want to enable this sort of
1:41:39software that Apple wants to run that's it it's just a very very practical
1:41:45language you know and what you get when you have a language that's led by the
1:41:52compiler guy Chris ladder for a company that lets the compiler Kylie language
1:41:57right but it's sort of the opposite of the sort of hoity-toity academic
1:42:02language is that you know with the new programming languages that I remember
1:42:05when I was young and college in the nineties where it was all led it was you
1:42:10know the the practical utility them was completely extracted it was all
1:42:14philosophical in terms of what was driving the decisions behind its a
1:42:19language designed to be used by Apple and and sooner rather than later
1:42:23yes very much so very much designed you know as Syracuse's pointed out an ATP
1:42:30it's we've already one thing we've got there is not going to budget we've
1:42:34already got these frameworks the cocoa frameworks and interior gonna start with
1:42:39all new frameworks maybe they come up with a new language but it's got these
1:42:43frameworks that are you know have these you know that are already designed and
1:42:47already have these these design patterns what type of new language would be used
1:42:52that would best leverage them and that's one of the things that I really like
1:42:55about the way that Apple is running now they're not they don't have to restart
1:42:59everything again they can do something like a Dell OEM and an ad swift and do
1:43:03these things that take them further without having to destroy or stop
1:43:07repeated artificial break between what they had before it's like they're
1:43:10swapping the parts behind the scenes if not paying attention he may not even see
1:43:13it but it is a tremendous benefit overtime and metal likewise you know
1:43:18it's it's it's the only as a sort of thing you can only do when you have a
1:43:24big user base Microsoft famously is done that with the
1:43:28direct tax you know where my case you know it's you know sustained to this day
1:43:32the their leadership and PC gaming you know if that probably no area of
1:43:37computing where they're stronger than your PC gaming and they're able to say
1:43:42here's you know here's the graphics language you're going to use and that's
1:43:46it and they can do that because they've got the footprint Apple couldn't do that
1:43:52all you know ten years ago with the Mac I mean it's still not on the Mac but
1:43:57they couldn't and I don't think they could have it would have really taken
1:43:59off in 2008 or 2009 they really needed that massive hundreds of millions of
1:44:05users base and this you know this
1:44:10defacto position is like the leading handheld gaming market and now it's not
1:44:15like they're forcing it down developers throat there you know you don't have to
1:44:20use it it's not like they're doing baby said like oh next year if you don't use
1:44:24if your game isn't using swift it won't be in the App Store it's something
1:44:28developers want to use though because it's it gives them better performance
1:44:34and less than hit you know a huge number of their users and it was something that
1:44:38they could announce at WWDC while they were announcing that the 405 biggest
1:44:42game engines in the world we're all supporting it so for most developers
1:44:45they couldn't get it for free cause the engine that they're already using is
1:44:48just now getting the benefits of all of that right now and it's definitely a
1:44:55I guess that it's in in broad strokes it's the sort of thing Apple can only do
1:44:58now that they're big and the market leader in that wouldn't it just wasn't
1:45:04possible in the old days when they were the little guy on the sides when the
1:45:09Adobe and Microsoft could say no when I can support your
1:45:12you're a city yeah that's it you know perfect example right although the
1:45:17rhapsody thing was a little bit more it's funny because they were a little
1:45:21bit more adamant back then we're in her initial proposal with adamant
1:45:25with Rhapsody was your going to rewrite your absent cocoa or else you have to
1:45:29run in this little little ghetto environment whereas you know even with
1:45:37swift like I said they're not saying you have two games left even though they
1:45:41could really I mean I think they could get away with it but you know they're
1:45:46not because I feel like there's a humility to them i mean absolutely you
1:45:53get people like you know Brent Simmons now you gotta play around in blog about
1:45:56their experiences within the benefits everybody has a built-in they don't u
1:45:59bettas way Google does but the way they're releasing it gets a lot of
1:46:02people a lot of time to weigh in beyond the five hundred people at Apple menu
1:46:06about it
1:46:07let me take a break here thank our third and final sponsor of the show and it's
1:46:13our good friends at over it shows the ER however is I say this without any
1:46:21hesitation the world's best way to manage and buy domain names their domain
1:46:27registrar and they're the best they really are
1:46:31they've been around for a long time they've been around I think fifteen
1:46:34years maybe even more they have tremendous customer service they have a
1:46:41no gimmick no upsell no skinny buying process they have great search for
1:46:49domain names they have great tools to help you if the one you're looking for
1:46:52your first gases domain name you want you type it in and it already taken and
1:46:57Dubner the top level domains words available or why they have great tools
1:47:02to help you find one
1:47:03a similar domain name that you do want less than five minutes with however you
1:47:11can find a domain name you want get it up and running all you have to do a
1:47:15search for keywords and they'll show you the best options if you've ever
1:47:19registered a domain name anywhere else and I'm guessing that the number of
1:47:23listeners of the show who own just one domain names probably minimal I mean I
1:47:27think most of the people like me or have a problem and have too many domain names
1:47:31most of them in use but if you have registered a domain name anywhere else
1:47:35you know that most of the other registries out there make it a really
1:47:40unpleasant experience they make it complicated just by what you really need
1:47:45to try to upsell you with stuff you don't need on your way to the shopping
1:47:48cart to double check that they haven't already inserted something that you
1:47:52don't want in there and they make you pay extra to upgrade true things that
1:47:56should be included like who is privacy and you have to pay extra to have to get
1:48:01your who is
1:48:02record made private it's just part of the service they offer because who
1:48:06wouldn't wanna made private I remember years ago used to be here who is
1:48:13registry had to have your home phone number in it as an active working phone
1:48:16number and then telemarketers could just go through whois Records and get a list
1:48:21of working phone numbers you don't want that you want privacy
1:48:27just gives it here for free here is the most amazing thing is I say this every
1:48:31time that is part of the show they have what they call part of their technical
1:48:35support is free
1:48:37Valley transfer service so if you've already got domains and some other
1:48:41register if you're willing to give however your login information tier to
1:48:47your registry kind of the other register they will just move your domains over
1:48:52from your old registrar to your new one at however and take care of all the
1:48:58stuff that needs to be changed the DNS and all that stuff
1:49:01this is all there there Valley transfer people do their experts in moving
1:49:05demeans you like me probably are not an expert in moving domains and when you do
1:49:11it you make a mistake with DNS you can ruin your day you could knock your
1:49:14website offline for the day before when you fix it propagates to everywhere they
1:49:20cut the bad stuff just amazing
1:49:24no way no hold no transfer technical support you just call him up to come up
1:49:29on the phone and the answer the phone like a person answers the phone
1:49:32amazing so where do you go to find out more go to Harvard ID com and use this
1:49:39promo code promo code for my show this week is Scotch like the beverage SEO TCH
1:49:46use scotch as your however as your promo code at her
1:49:50and you'll get 10% off your first purchase by going to have a common type
1:49:55in that promo code can't recommend them highly enough great things you had time
1:49:59to burn over the holidays and you got your your domains tied up at some shitty
1:50:03registry go to her sign up use that code scotch and move your domains over you'll
1:50:09save money and annual your email me and I'll say I can't believe I didn't move
1:50:13my stuff over 200 before thanks to her drinking a good got slightly only when
1:50:18I'm out with you and I that's the time when I get the ribbon in the sky ch
1:50:23have had any Scott slightly remember like a Christmas applicants yeah that's
1:50:32it I think they would ask for 2014 interview I think there are two things
1:50:36that we could catch on quickly one is the Tim Cook beyond is running an apple
1:50:41but the the movies made towards the inclusivity and towards equal
1:50:44opportunity I can think of that I think that's it
1:50:50absolutely baby gear for that and that his essay I think was just absolutely
1:50:55pitch perfect just his own version of you know thoughts on and but it was so
1:51:00much more personal yeah I think even if he hadn't written out and come out
1:51:06himself as gay this year I think it would still be worth talking about the
1:51:11inclusivity and etc that he's land and that Apple has pushed this year its
1:51:18traffic and it reminds me of the story they heard
1:51:21Scott Forstall whether he really wanted to make out with a more inclusive
1:51:24company and he believed that in order to hire morning with whatever city you had
1:51:30to have more diversity in the hiring process so when he would get they had
1:51:33terrific female engineers Kimberly famously but terrific female engineers
1:51:37on the Safari team for example and they would they would not only send them on
1:51:40their resumes but they would send them out to be on the job hunt seat to the to
1:51:44the colleges because they knew that they would come back with a different
1:51:47perspective
1:51:48and we we haven't seen tremendous spread that effectively huge swing in the
1:51:53amount of women or minorities in jobs in Silicon Valley but we have seen
1:51:57improvements and I think with Apple's report as disappointing as a result
1:52:01might be too many people the exposure that it gets in the willingness of
1:52:04people to want to make it better I think we're huge this year
1:52:07yeah and I think it's again another one of those things where I think you can
1:52:11really just take Tim Cook at his word and it's no euphemism it's not just you
1:52:18know trying to say what people want to hear I think he means it where it a he
1:52:22thinks it's just right it is the right thing to do but be that that that fierce
1:52:27competitor in him
1:52:28you can tell when he says it that there's there's obviously so much
1:52:32untapped talent outside the white male engineer you know whites and Asians
1:52:40everybody else women people of color men and women it's the talent is out there
1:52:48and Apple is starved for talent and they want it you know so there's in addition
1:52:54to the the the Justice ankle you know that it's the way it should be that
1:53:00people don't feel welcome in the industry but there's also just a purely
1:53:04competitive aspect to it in its it was there with Tim Cochran here at the
1:53:10shareholders meeting in the guys stood up and said why you waste basically said
1:53:13why are you wasting my money on environmentalism and accessibility and
1:53:17Tim Cook said you know that this stuff matters and if you don't think it
1:53:19matters just get the hell out of stock right it was a guy brought up are alive
1:53:24and you know and it's fascinating that Cook God is angry as he did and said
1:53:31everything we do is in about the bloody our ROI and it's funny that he said
1:53:36bloody cuz she said you know clearly he's not British he's the coolant leak
1:53:40we'd expect that from Steve Jobs Steve Jobs bombastic but Tim Cook always
1:53:43looked like he would just sit there with laser beams in his eyes and that for him
1:53:46is hugely emotional right it wouldn't be surprising if Tim Cook Steve Jobs had
1:53:52gotten angry
1:53:53Cheryl whereas Tim Cook is the guide think no matter what any crackpot
1:53:57shareholder would say he's not going to get angry but he did that clearly
1:54:01angered him and I again like when I think the financial times and named him
1:54:05their CEO of the year there was somebody so far but the one that I linked to I
1:54:11remember that they led there there here's why
1:54:14with that anecdote and I think in hindsight it was the most telling
1:54:17anecdote of the year
1:54:19you know in terms of Tim Cook being unscripted yes you know I think in terms
1:54:24of what was scripted and what was planned his you know his coming out as a
1:54:29business week was probably head but that moment at the shareholders meeting I
1:54:33think was the most telling impromptu yeah and you know it really made me
1:54:38think it's strange to say that made me think a lot more because it is hard to
1:54:42tell he is so controlled in public and so on message and so on point any such
1:54:46he's so gifted as a thinker and someone who seems controls logistics and all
1:54:50these things to see his emotional response it added a whole new dimension
1:54:54to him as much as a CEO person yeah I think absolutely and you know and i
1:55:01think thats its also a to me a sign of the long-term thinking that Apple you
1:55:09know under jobs in OH constantly you know consistently since the since the in
1:55:13the post next reunification era you know that they've been a long term company
1:55:18that's looking at building a company that's going to be here for fifty or a
1:55:22hundred years you know that's going to outlive everybody who's at the company
1:55:26today and there's really do think that that's what they're looking at that
1:55:30they're trying to build an institution that's going to still be here when Tim
1:55:34Cook and Phil Schiller and Angela Ahrendts are all long retired and you
1:55:39know frankly in the grave and how do you do that what you don't do it by sweating
1:55:45the ROI on every single thing you do and it's you know it is going to that
1:55:53and I think it's probably won't burn them up is it's not like Apple you know
1:55:57has dipped into low profit and they're still spending money I think it was
1:56:02particularly with the the the clean energy for the data centers and spending
1:56:08money on day in a worrying about things like their environmental impact on
1:56:12global warming or climate change for everyone carbon footprint yeah it
1:56:18definitely struck a chord with in it it was a good court to instruct and you
1:56:23know the whole you know social equality angle is as clearly I don't think steve
1:56:31Jobs was against it but it's you know Apple is clearly as a company is clearly
1:56:37more outspoken about it now than they were under what job seem to believe that
1:56:40all that stuff was deeply personal charity charitable donations and support
1:56:43for causes was something that he believed that Apple paying that people
1:56:46could let people spend their own money on but it wasn't at a corporate level
1:56:48where Tim Cook you know he do you took a poll on the Gay Pride Parade he's put
1:56:53Apple behind equal employment legislation he's really believe that the
1:56:57power and and wealth of Apple can be used for more than just generating more
1:57:00power and wealth no absolute and what was your second thing I said I was gonna
1:57:07talk about the apt to myself if you like it's a bit of a downer 1000 wrong order
1:57:12he said that was ok right with
1:57:23well today view widgets that people in short it was like Apple introduced these
1:57:31today's view widgets and WBC and then you know I think they might have even
1:57:36literally said we can't wait to see what you guys do with them and then they saw
1:57:41what people were doing with them and rejected a whole bunch of the most
1:57:45clever versions of them who was it was it was James Thompson AP calc yeah that
1:57:55was simultaneously being promoted in the App Store with a banner for great new
1:58:03uses of today view widgets because the image he added a calculator so you
1:58:07without even opening the app right that today view if you put the P calc why
1:58:11didn't you could just do your calculation right there was being
1:58:14promoted as a great new widget at the same time that like the review team had
1:58:20contacted him and said you know what that outside the bounds of what we
1:58:22intended to enable so you're gonna have to submit a new bill that takes it up
1:58:26and it it sounds from the outside it looks absolutely insane and I think it's
1:58:30worth explaining not to excuse it but sort of to explain it so extensibility
1:58:34is this huge new feature and everyone is trying to ship iOS developers trying to
1:58:38get their apps approved in App Review is so it's the worst time of the year to
1:58:41work in a preview and they bring in as many people as they can and they try to
1:58:44get as many apps as possible on to the store and as soon as an app is approved
1:58:48and this is all wonderful shelters or that is that moves to any Q's work with
1:58:52have a bit at oriole and they need to program the entire app store promotion
1:58:56for all that stuff and all they see is approved they have no idea what might be
1:58:59going on behind the scenes flies approved its fine for editorial and then
1:59:03when things sort of slow down again
1:59:05people who are higher up in App Store of you who have a lot of ideas about what
1:59:08they believe in these sincerely believe that certain things about experience and
1:59:12whether a button will confuse an average user or whether someone is spending time
1:59:16in Notification Center and they're not supposed to it supposed to be a quick
1:59:19onto it and they care alot about these things and I'll flag it and then it'll
1:59:23get removed and it won't make any sense and developers will appeal and I'll go
1:59:27to a higher level and it might end up on the executive review committees desk and
1:59:30they might say and its fine stop worrying about it
1:59:33and put it I think extensibility was so new that it created a disconnect between
1:59:37what was technically possible and what people who'd been in a preview
1:59:41slightly higher level for many years top should be the experience on the system
1:59:46yeah I think that's a very good way to put it and I think maybe the transmit it
1:59:54was transmitted right yeah that had the sharing two storied services like
2:00:00box.net Dropbox and I i Cloud Drive you know completely within the didn't didn't
2:00:13use any non private or public API's all public API is the shearing sheep itself
2:00:19was moved to everyone sent to send to they don't have any control over its
2:00:28part of that hole in her application communication that enables so many of
2:00:36these continuity features one sheet account line item veto certain services
2:00:40right because the system is drying it which is why Apple is opening up
2:00:45seemingly opening up and letting you do these things you couldn't do before and
2:00:51then they were told you can you can't do this for iCloud drive you can't send
2:00:55anything you you can't send anything that wasn't created in europe it your
2:00:59own apt I Club Drive which meant like you said because they don't have line
2:01:03item veto on the services that are listed that you had to take out the
2:01:07whole thing and now the app couldn't send to anybody including Dropbox or box
2:01:12or anybody who Apple doesn't care about
2:01:14whereas it almost seemed like it was exactly why they added that sent to in
2:01:18the first place so that you could do things like that again when you look at
2:01:23it from certain perspectives and I'm not supporting productive thing I can
2:01:27understand is that they didn't want the line item veto because they think that
2:01:30they can be disputes within companies that would cause one company to sort of
2:01:33remove a competitor or removal service and that's not to the benefit of the
2:01:37user but the original model on Mac it's the same day was Apple made a calculator
2:01:41widget for OS 10 they didn't make one for iOS for a variety of reasons but I
2:01:45thought it wasn't the right experience they deliberately didn't make one then
2:01:49you know James Thompson is a phenomenal developer did make one for iCloud drive
2:01:53on the Mac you could put any arbitrary file there but on iOS it was sort of
2:01:56understood you could only put files that you created or edited because it that
2:02:00meant the user knew that they were in your app and was working on them and
2:02:03they would understand it was in that space but then something like transit
2:02:06comes along which is the you know quote-unquote Steve Jobs unforeseen
2:02:09thing and it's taken to a level where they can say this isn't what we intended
2:02:13for it to do but it's not taken to the level of thinking well is that a good
2:02:16thing anyway they should we let it in anyway so it gets rejected then it gets
2:02:20appealed and it gets overturned and it makes Apple look horrible in the press
2:02:24it stresses out the developers and it affects the features that customers
2:02:26believe that they've paid for you and have paid for it it's just not a good
2:02:30outcome for anybody but I do and if you like you said I think if you want to try
2:02:35to understand why it's that it's so new and there are so many moving pieces
2:02:40and you know that thing that made if you understood everything that was going on
2:02:45that thing that made transmits and again transplant wasn't yanked from the App
2:02:49Store they got a you know mostly friendly notification that they were
2:02:54told you need to submit a new bill that takes us out you know and they couldn't
2:02:59wait forever I'm sure that at some point Apple would you know like two weeks
2:03:02usually I think yeah you know it's more or less you know take out those lines of
2:03:06code that do this test your new build and submit it and we'll do this I don't
2:03:12think it's any surprise that it was the iOS version that caused the problem if
2:03:17you understood what was going on it didn't make any sense though because
2:03:19nothing you could do from the iOS version no file that you could put moved
2:03:24from transmitted to your iCloud drive you couldn't do the exact same thing on
2:03:30Yosemite you could do the exact same thing so there was nothing that they
2:03:34were that that whoever it was who thought they needed to not be able to do
2:03:39this from their iOS app was seemingly unaware that whatever it was that you
2:03:44would do it was a porno filed or illegally downloaded movie or whatever
2:03:49it is that they were worried about was it copyright whatever we're just dealing
2:03:52files you download an app installs taking your files and putting on some
2:03:55one server somewhere yes it was all stuff that you could do right now finder
2:04:01in Yosemite you can put whatever you want your iCloud drive you know in the
2:04:05same way that the Finder doesn't keep you from moving you know files from
2:04:08folder anywhere to any other folder but I think it's understandable because the
2:04:14you know the review team this and that correct me if I'm wrong I think you
2:04:18might know more about their internal make up at the Iowa is not like a review
2:04:21team there's iOS reviewers and Mac yes and the iOS reviewers are coming from a
2:04:27years long history of you know what's restricted on iOS and moving files that
2:04:35weren't created in whatever your app is to anywhere else has always been
2:04:40forbidden and so it's you know I could see how it even got high up not to the
2:04:45highest levels but pretty high up and they thought no this has to be against
2:04:49the rules this isn't something that iOS does I wrote a piece about this and one
2:04:53of the things I just wanted to help you like stan is that Apple rejected it
2:04:57Apple has the same discussion that if you listen to ATP are you listen to the
2:05:00talk show that's the discussion is happening inside out as well as people
2:05:04advocating very strongly that do these things should be allowed news people
2:05:07advocating saying this but here is going to confuse somebody the president
2:05:10suddenly be a nap they won't know where they are and they're not modeling it for
2:05:13me or you or you know Marco or John or somebody their marketing it for our
2:05:18parents and you are not sophisticated tech using relatives and they there are
2:05:22some people who are deeply deeply concerned that they have a very sensible
2:05:25understandable experience now you can argue that widgets and extensibility
2:05:30generalists is a pretty nerdy feature anyone using it probably knows what
2:05:34they're doing and I think that's the argument that's winning out now but it
2:05:37really is these sorts of discussions and people want more rules sometimes in the
2:05:41App Store but Apple believes that the more in my understanding is that Apple
2:05:44believes that the more rules will actually chill innovation and they'd
2:05:48much rather see James Thompson is annoying as it is
2:05:50make a calculator widget have it rejected then have it approved than him
2:05:54to see a ruling just never make it or have to lobby for a change in the rule
2:05:57that might take years because right now is ugly and as frustrating as a process
2:06:00was we have tea cup we have transmitted we have all these things now officially
2:06:04on the store and we have these things officially clarified and it's only been
2:06:07like two months ago point I would like to see a thing about this but I would I
2:06:13think it would be great for everybody if there was a public-facing vice president
2:06:17of App Store there is a really good directors of app stores are really good
2:06:20people in both color and Q's org but they're split over all these different
2:06:25organizations and much Lake software development accelerated under Federici
2:06:30and stores are accelerating under Angela and I think if there was somebody whose
2:06:33only job it was to make a fantastic experience on the App Store whether it's
2:06:38making review better whether it's adding sloppy search and finally to the App
2:06:42Store but to someone who all had to do was wake up every day
2:06:46developers and consumers super happy I think that would improve the situation
2:06:49for everybody
2:06:51what's the word there's a word like newspapers sometimes have them doesn't
2:06:57embodiment that's the New York Times doesn't call them the Public Enemy only
2:07:05nm
2:07:06my understanding of why is that three decades they rejected having an
2:07:10ombudsman and then when they finally added that in 10 said ok now we have a
2:07:14number to call their embodiment public editor but the idea of the Ombudsman is
2:07:20at a newspaper for example the Ombudsman doesn't is independent and doesn't
2:07:24report to the you know editor-in-chief of the newspaper and so a reader who has
2:07:29a problem with let's say the same sort of bias in the coverage of anything can
2:07:34go to the Ombudsman in the embodiment can conduct like an independent review I
2:07:38would love to see a poor have an app store on but yeah you know and and you
2:07:46know I guess I think the way to do it would be to to you know write a blog and
2:07:52have a blood not not you know so it's not like anybody could create an
2:07:58ombudsman issue the embodiments to get to choose what they wrote about but that
2:08:03they could look at something like peak hour transmitted and you know not just
2:08:09like when I write about it or you write about it and kind of make a stink and
2:08:14hope somebody at Apple reads our sites and does something about it but before
2:08:18going public with the team but men could go inside and go to somebody and do the
2:08:23research and maybe getting clarified without the stink yeah sorta de-escalate
2:08:28it before it hits the media and executives yet but then the Ombudsman as
2:08:34somebody in tight Apple could then write a post that may be explained what
2:08:39Apple's thinking and again without making new rules in creating an ever
2:08:43more complicated set of guidelines for the App Store
2:08:47at least sort of explain in plain English here's the sort of things that
2:08:51are ok and it today view which it and here's the story of things that are it's
2:08:56anything that's that's a really good idea because I mean we are friends with
2:08:59a lot of people who make productivity and creativity outs and that's where
2:09:02this is a problem
2:09:03the people making clash of clans and candy crush and all the people who are
2:09:06making the billions of dollars on the App Store there's no uncertainty for
2:09:09them there's no problem with a preview for them they're all sign right that
2:09:13never if I'm sure it never occurred to the developer to make a version of cross
2:09:17the road that runs it today those those are the easy part just the ones that
2:09:23hurt that are more black and more shades of grey that have these problems and the
2:09:27other argument that it's killing innovation the iPad Android devices for
2:09:3045 years they have a much easier to review process and Apple does and I've
2:09:35not seen the groundbreaking your platform making sort of future apps
2:09:40arrived on Android any faster because of that an iOS and it's easy to say maybe
2:09:44Android sucks and that's why doesn't happen but it's also possible that Apple
2:09:47does add background task they do add extensibility and they do add the
2:09:51features that they need to add to give developers sort of the tools that they
2:09:54need to make these sorts of apps and as possible that things like workflow and
2:09:59labor get made regardless of what app review does because you know those
2:10:02things as as cool as they are they don't they don't come across any where near
2:10:06the lines at Apple drugs
2:10:07well on the other hand no I do think to take a devils advocate position you did
2:10:13we do have far more far richer variety of of outside the bounds of the stop
2:10:22stock factory OS productivity software on mac then we do iOS yes the difference
2:10:28is that iOS is starting with this foundation of we apple or promising you
2:10:34that nothing you install from the App Store is going to do something like run
2:10:39away in the background
2:10:40and for you know be hard to uninstall if you don't like it you know that you know
2:10:47whereas the the risks you take on the Mac of allowing anything and everything
2:10:51that you can download outside the App Store is that you have utilities that
2:10:57can be hard to uninstall I try to install blackberry connect another
2:11:00nightmare it's you know it's always gets less of a problem that used to be but
2:11:05it's always been a problem and that you might add uncertainty and if you feel
2:11:09like you know like a non-technical users we know that if the fans running on your
2:11:13computer and you don't think it should be you can go to activity monitor or up
2:11:17there to the battery menu and it'll tell you in recent versions whose which app
2:11:21is using excessive power you know but it can be confusing to a typical user they
2:11:29don't know to do those things and what if it's somehow that they've never heard
2:11:32of because it's you know to help her out for another habit of faceless background
2:11:37that that doesn't doesn't even show up in their dog well then what do they do
2:11:42yeah I always has this promise of where you're never gonna have to worry about
2:11:46those things and you know part of that promise it only happens if if everything
2:11:51goes through an App Store review process which is why to install the keyboard you
2:11:55how to download an app and even though that Optus absolutely nothing once
2:11:58you've downloaded it miss you deleted the keyboard goes away it's still the
2:12:01same mechanism to deliver all the new features that they're adding an
2:12:05interesting problem to solve I think I use P calc the widget all the time I i
2:12:10bear sightings I barely launch peacock anymore cause a widget is just enough
2:12:14almost all the time and I use drafts and they use transmission I love all these
2:12:17features and I'm happy that Apple reverse the stuff I just think that you
2:12:21think it's worth breaking down the process that happens because the more
2:12:24you understand it did drafts get everything back yes I did I wasn't aware
2:12:29that I knew that they that they had had some you know the same type of issues
2:12:32yeah that's good to know the only thing that was rejected outright was the line
2:12:35the app launcher because he doesn't believe the other things online jobs and
2:12:39the guy who tried it was a real estate you can have keyboards in which it so
2:12:42the guy basically drew his own instead of invoking the built in one and that
2:12:45still rejected yeah I think it comes down to my office arguing
2:12:49other words you have to air on one side or the other and that at least with iOS
2:12:54Apple's going to continue to err on the side of being a little too strict and
2:13:02you know the side effect of that that benefited that is that abusive software
2:13:11isn't going to is less likely to slip there oh yeah the downside to it is like
2:13:17you said sometimes it's going to take some ugly airing of dirty laundry public
2:13:22airing of dirty laundry to get it to get it sufficiently you know looked at by a
2:13:27high enough level person and i think i dont wanna call it a problem but I think
2:13:30the sign of the changes that you craig Venter hehe skews more toward geeky then
2:13:35Scott Forstall it was hard to get airdrop on on the iPhone and now we have
2:13:39an extensibility and and continuity and App Store review hasn't changed the way
2:13:44software development has changed indeed there there still very much organization
2:13:48they were back in the forest and there's gonna be some tension until that's
2:13:52worked out as we get keep your features were gonna the iPhone was not made for
2:13:56geeks was made for out for mainstream people is a smartphone that everybody
2:13:59could use but loved it as well and now it's becoming a phone that works great
2:14:03for this because of these features I think app app reviews gonna have to
2:14:07evolve the way software has totally agree
2:14:11alright I think that's catches up and it's our year in review could hear ya
2:14:17was excited about next year I can't wait everything from the Apple watch to the
2:14:23theoretically larger iPad 2 the new features will see with it and and iOS 29
2:14:28gonna be a great year I think one thing is for sure I think one thing we if we
2:14:33look back a year from now and 2015 I think the first half of 2015 is gonna be
2:14:39a lot more interesting than the first half of 2014 yeah it's going to be hard
2:14:42back I think the first year I wouldn't be surprised at the first year the first
2:14:45part of 2013 is very similar to the first part of 2010 and the iWatch is
2:14:49similar to the launch of the original yeah I do i cuz I you know just off the
2:14:54top of my head I expect both the bigger iPad and the watch the first have come
2:14:59at the same event or not I don't know but you know I think they're both coming
2:15:03sort of come with them or that still in the garage
2:15:08you know honestly no idea wouldn't be surprised that would be huge of the dead
2:15:12or three in the first half
2:15:14be almost unprecedented and just you know err on the side of getting too
2:15:22excited but it would kind of make sense in the context of Tim Cook's previous
2:15:27you know maybe over promising of what they're gonna deliver in 2014
2:15:33that some of these things you know maybe got bumped you know you know Apple pay
2:15:38and Apple watch count as the plural new product categories but it does seem like
2:15:49when he first started talking about that expected a little bit more like maybe
2:15:53one more thing for 2014 I think I don't feel the same thing I did but the
2:15:56AppleTV sounded like last spring in this time like this fall and it sounds like
2:15:59next spring and it sounds like that's that's a bigger job than people thought
2:16:03it was originally gonna be
2:16:04yeah I definitely heard back in June and WTC that it it was maybe originally
2:16:12thought that it would come up before the end of 2014 but even back in June it was
2:16:15no way not even not even feasible for it to be a 2014 thing I'm good I'm happy
2:16:21that mean I I liked it when Apple had products but across the year find
2:16:24everything coming in fault is quite a lot to deal with
2:16:26yea well and the other thing too that I think made it impossible to not even to
2:16:30get into any details of it but it's just the simple fact that if it doesn't ship
2:16:34by October it doesn't ship that yes that November and December don't count
2:16:37because they can do it too late for the holiday season
2:16:41absolutely that if it can't be announced in October it doesn't get announced till
2:16:442015 and it doesn't get about 20152 probably like more like February than in
2:16:50January and we would start to see signs are ready if any of those products were
2:16:53January February start seeing things moving
2:16:56yeah like november december january not that Apple doesn't get work done but
2:17:00products don't get slated for release in those pants alright 18 more people can
2:17:05find out more
2:17:06see your great work at I'm more of course I'm or dot com what are your
2:17:10podcast with your pockets I have debugged with English we talked to
2:17:14developers about developing stuff and then I have vector with guy English
2:17:18Davis kiss and tortured while we talk about the intersection of technology
2:17:21humanity and a duet with Marc Edwards in South Clifford which is designer stuff
2:17:25who you think is gonna record more podcast episodes in 2015 you are Jason
2:17:30snow I I it's it's neck-and-neck but I love that or maybe Mike Hurley I mean
2:17:35that it's becoming it's becoming a bit of a joke
2:17:39they're all good shows your prolific I like here I like having you on the show
2:17:45because I feel like your regular shows you defer to your guests and sometimes I
2:17:51forget that you're you're even there mike Ward reneging on a pipe you are so
2:17:56differential I like having you here and letting you go off because man you
2:18:01really know your shit thank you I really appreciate that alright well thanks to
2:18:05you and go check out rene shows
2:18:09curried I'm alright I didn't stop