40: When The Hobby Light Goes Off


00:00:02   this is hypercritical [TS]

00:00:04   a weekly talkshow ruminating on exactly [TS]

00:00:06   what is wrong in the world of Apple [TS]

00:00:07   related technologies and businesses [TS]

00:00:09   nothing is so perfect that it can't be [TS]

00:00:12   complained about show is hosted by John [TS]

00:00:15   siracusa and by me I'm Dan benjamin [TS]

00:00:18   today is october 28th 2011 this is [TS]

00:00:21   episode number 40 we would like to say [TS]

00:00:25   thanks to our two sponsors today tiny [TS]

00:00:28   letter dot-com and squarespace.com will [TS]

00:00:32   tell you more about those as the show [TS]

00:00:34   goes on hey John how you doing this week [TS]

00:00:38   pretty good I'm bummed that our guest [TS]

00:00:42   isn't here yeah we you had do we even [TS]

00:00:45   want to talk do we want to talk about it [TS]

00:00:46   or no II just I we were supposed to have [TS]

00:00:49   a guest we're gonna have a spent very [TS]

00:00:50   special very special guest very special [TS]

00:00:53   he's not here we waited we waited a [TS]

00:00:57   little while and he didn't he didn't [TS]

00:00:59   show up yeah maybe he got timezones [TS]

00:01:02   confused to me [TS]

00:01:03   who knows how hopefully you know now I'm [TS]

00:01:06   so now I'm starting to worry now I'm [TS]

00:01:07   just now I just hope he's all right [TS]

00:01:09   that's all sleep well if that's all it [TS]

00:01:12   is then that's uh that's merely rude and [TS]

00:01:15   then being injured or something would [TS]

00:01:16   not be good we'll see anyway I had [TS]

00:01:19   prepared to do a show with guest today [TS]

00:01:22   so all my notes that I'm looking at are [TS]

00:01:24   all about things that we would have [TS]

00:01:25   discussed with the guests but I've got [TS]

00:01:28   enough be sure in the back of my mind [TS]

00:01:30   yeah guy added I added links all week [TS]

00:01:32   long gonna add links to the to the note [TS]

00:01:34   I know I moved a bunch of them out [TS]

00:01:36   before the show because I thought they [TS]

00:01:38   were the ones that weren't relevant to [TS]

00:01:40   the guests but as your hero c-3po says [TS]

00:01:42   how rude I saved them I non-tech delete [TS]

00:01:46   move them out on my own little file and [TS]

00:01:48   move them out you know I don't know what [TS]

00:01:51   that means well you know I don't I don't [TS]

00:01:53   want to lose the the urls right so I [TS]

00:01:55   just copy and paste them into another [TS]

00:01:57   document so I can add them back next [TS]

00:01:58   week okay but no you know what I was [TS]

00:02:02   listening to the other shows this week I [TS]

00:02:03   was thinking more there's a lot of stuff [TS]

00:02:04   I want to talk about but we've got the [TS]

00:02:06   guest I was like I'll just save it for [TS]

00:02:07   next week but now I guess we have a [TS]

00:02:08   chance to talk about it yeah [TS]

00:02:11   so the ones I wanted to talk about were [TS]

00:02:15   and you can pick we can talk about Apple [TS]

00:02:17   and TV stuff for the umpteenth time or [TS]

00:02:18   we can talk about the Steve Jobs bio I I [TS]

00:02:26   have not completed reading the Bible and [TS]

00:02:29   neither of I so I and John Gruber on his [TS]

00:02:33   show on the talk show has essentially [TS]

00:02:37   said that he would like to you know not [TS]

00:02:40   he doesn't want to talk about until he's [TS]

00:02:41   completed it I kind of feel the same way [TS]

00:02:44   I feel like unless and until we've read [TS]

00:02:48   it and maybe given the audience a chance [TS]

00:02:49   to read it also because the book is for [TS]

00:02:52   most people especially if you ordered [TS]

00:02:54   the hardcover book which of course I did [TS]

00:02:56   and I haven't I haven't I know some [TS]

00:02:59   people like our mutual friend Jason [TS]

00:03:02   Snell you know he got the Kindle edition [TS]

00:03:05   so he could start reading it [TS]

00:03:06   instantaneously that the moment it was [TS]

00:03:08   released on the 24th which was Wednesday [TS]

00:03:10   and and and then of course ordered the [TS]

00:03:13   hardcover so he could switch to that I [TS]

00:03:15   did not do that is that what you did or [TS]

00:03:16   do you have the hardcover just the [TS]

00:03:18   digital I haven't been reading paper [TS]

00:03:19   books since like 2002 sorry I'm the [TS]

00:03:22   digital version so you want to wait [TS]

00:03:26   until everybody has finished it [TS]

00:03:28   that's all I feel like I feel like we [TS]

00:03:30   have to I feel like we need to get least [TS]

00:03:32   give him a chance you know and then and [TS]

00:03:34   then even after they're done even if [TS]

00:03:35   their people are like I don't need a [TS]

00:03:37   chance I'm ready right now well it's [TS]

00:03:38   fine let it gel in your mind then [TS]

00:03:40   consider this to be an incubation period [TS]

00:03:42   for you to form your opinions of course [TS]

00:03:46   by then like all the other shows may [TS]

00:03:47   have talked about the book and everyone [TS]

00:03:49   is bored of it by the time we get the [TS]

00:03:50   next Friday but I will have my say-so [TS]

00:03:52   well perhaps what I could do is I could [TS]

00:03:53   have I and I I've you know I have to run [TS]

00:03:56   this by the other guys but maybe I could [TS]

00:03:58   do a show where we all talk about it [TS]

00:04:00   where it's just a a special show we can [TS]

00:04:02   all come together talk about it be [TS]

00:04:05   scheduling logistics of that are easy we [TS]

00:04:07   just do it on Friday when you're sitting [TS]

00:04:09   sitting at home [TS]

00:04:10   well if they all want to do that [TS]

00:04:12   although there could be a lot of people [TS]

00:04:13   talking about it anyway so that that [TS]

00:04:14   means you want to talk about Apple TV [TS]

00:04:16   today instead I think we have two all [TS]

00:04:18   right well actually I should go back to [TS]

00:04:19   only pull up my my larger notes file and [TS]

00:04:22   look to see if we have any follow-up [TS]

00:04:23   because I had excised all the follow-up [TS]

00:04:24   to because we're gonna [TS]

00:04:25   that I wanna you know waste time doing [TS]

00:04:27   yeah follow up mm-hmm we have and follow [TS]

00:04:32   up not much stuff actually I had [TS]

00:04:39   something that I didn't investigate much [TS]

00:04:41   but someone sent along I'll put in the [TS]

00:04:44   show notes was a remember we talked [TS]

00:04:46   about iCloud a couple weeks ago when I [TS]

00:04:48   was talking about the philosophy that I [TS]

00:04:49   was surmising that I kept my cloud [TS]

00:04:52   philosophy that I was sort of inferring [TS]

00:04:54   from the things I knew about it a things [TS]

00:04:56   said at WWDC it's not like a stated goal [TS]

00:04:59   of Apple as far as I know but just [TS]

00:05:01   looking at how the API works and how [TS]

00:05:02   differs from MobileMe I was saying how [TS]

00:05:04   they don't want it to be like the [TS]

00:05:07   MobileMe syncing where you have like [TS]

00:05:08   resolving conflicts and that whole [TS]

00:05:11   infrastructure they just want to not [TS]

00:05:13   bother you with as many questions as [TS]

00:05:14   possible and just keep multiple versions [TS]

00:05:17   and if they make the wrong choice on [TS]

00:05:19   your behalf at least you can rewind and [TS]

00:05:21   go back to the previous version so [TS]

00:05:22   someone sent me a screenshot of pages [TS]

00:05:26   running on the iPad and unfortunately [TS]

00:05:28   it's French so I don't know exactly what [TS]

00:05:31   the dialogues say but it shows the I [TS]

00:05:35   guess it's the Pages document screen I [TS]

00:05:36   haven't tried pages on the iPads I don't [TS]

00:05:38   know what screen this is and it's the [TS]

00:05:41   the screen behind it shows a bunch of [TS]

00:05:43   pages documents and a bunch of pages [TS]

00:05:44   folders where it shows like a bunch of [TS]

00:05:45   little squares inside of a bigger square [TS]

00:05:48   kind of like the folders on the [TS]

00:05:49   springboard screen in front of it is a [TS]

00:05:51   modal dialog box that's asking you to [TS]

00:05:53   resolve a conflict and it shows two [TS]

00:05:56   choices with like dates under them and [TS]

00:06:00   it says something about the [TS]

00:06:03   modifications are not synchronized [TS]

00:06:04   choose the document that you want to [TS]

00:06:07   save this is me translating from my high [TS]

00:06:09   school French right you know share [TS]

00:06:10   someone else going to look at the [TS]

00:06:11   screenshot now I'll paste into the chat [TS]

00:06:13   room so people can take a look for [TS]

00:06:15   themselves so here is an actual dialogue [TS]

00:06:17   box prompting you to you know which one [TS]

00:06:20   of these documents do you want to save [TS]

00:06:21   now I don't know how this thing occurred [TS]

00:06:24   and it seems like it's a dialogue [TS]

00:06:28   produced by the pages application unlike [TS]

00:06:30   say MobileMe where there was a [TS]

00:06:31   system-wide conflict resolution thing [TS]

00:06:35   that would be launched by the the sync [TS]

00:06:36   services process so presumably this is [TS]

00:06:39   something [TS]

00:06:39   it individual applications can provide [TS]

00:06:42   like if they call the cloud api's and [TS]

00:06:44   they find their about the pull document [TS]

00:06:46   that's newer than the one you have but [TS]

00:06:48   the one that you have has been modified [TS]

00:06:49   since it was last synchronized maybe [TS]

00:06:51   it'll pop up this document so I can't [TS]

00:06:53   tell if that's like you know the an [TS]

00:06:56   expected part of an iCloud application [TS]

00:06:58   or just an individual choice that the [TS]

00:07:00   pages developers made regarding iCloud [TS]

00:07:02   but anyway it's the first time I have [TS]

00:07:03   seen in practice or in screenshot a [TS]

00:07:07   conflict resolution dialog for iCloud so [TS]

00:07:09   apparently they are not totally gone see [TS]

00:07:15   what else we have for follow up I do [TS]

00:07:19   actually have follow up on Apple TV but [TS]

00:07:20   that's going to be our topic tonight so [TS]

00:07:21   we won't need to talk about that mmm [TS]

00:07:28   yeah I don't want to talk more about flu [TS]

00:07:30   stuff and then we did that we continue [TS]

00:07:34   to get a lot of commentary out through [TS]

00:07:36   stuff right out of flu it is the problem [TS]

00:07:38   with it with the flu stuff that be met a [TS]

00:07:40   problem I think there there are so many [TS]

00:07:45   what I and many other people would [TS]

00:07:47   consider crazy opinions about vaccines [TS]

00:07:51   in particular and medicine out there on [TS]

00:07:53   the net right I mean we've all read all [TS]

00:07:55   sorts of things but I even just you know [TS]

00:07:57   for people follow us politics with the [TS]

00:07:59   Michelle Bachman and the HPV vaccine all [TS]

00:08:01   that business and then there's the the [TS]

00:08:03   vaccine I don't know what you call them [TS]

00:08:05   other people like Jenny McCarthy and [TS]

00:08:06   stuff I think the vaccines are harmful [TS]

00:08:07   to our children and the government [TS]

00:08:09   shouldn't be forcing us to have let that [TS]

00:08:10   that whole thing right and everything [TS]

00:08:13   you know in between and in the extremes [TS]

00:08:15   of that on the internet so now I think [TS]

00:08:16   whenever anyone discusses anything that [TS]

00:08:19   touches on one of those issues it's easy [TS]

00:08:23   for the people listening to imagine that [TS]

00:08:26   what they're hearing is one of those [TS]

00:08:27   crazy opinions because those crazy pains [TS]

00:08:29   do you know they get people worked up [TS]

00:08:31   right yeah and so if you talk about [TS]

00:08:34   something else like you're just talking [TS]

00:08:35   about shoes people and say you say [TS]

00:08:38   something that could conceivably be [TS]

00:08:41   misinterpreted to mean that you think [TS]

00:08:42   shoes are magic and help you levitate if [TS]

00:08:45   they're brown but only if you wear them [TS]

00:08:47   on Wednesdays no one is going to make [TS]

00:08:49   that jump to that conclusion because [TS]

00:08:50   it's ridiculous right huh but if [TS]

00:08:52   it was a big meme on the internet about [TS]

00:08:54   brown shoes letting you levitate on [TS]

00:08:55   Wednesdays and it was just everywhere [TS]

00:08:57   and you kept telling people look brown [TS]

00:08:59   shoes don't let you levitate on [TS]

00:09:00   Wednesdays people your your hunk you [TS]

00:09:02   know this makes no sense they don't make [TS]

00:09:05   you levitate like oh it's a government [TS]

00:09:06   conspiracy they do let you levitate [TS]

00:09:08   that's why they won't let you wear brown [TS]

00:09:09   shoes you know if that was a big thing [TS]

00:09:11   on the internet it would be very [TS]

00:09:12   difficult to discuss shoes without [TS]

00:09:14   somebody saying wait are you saying the [TS]

00:09:15   brown shoes help you levitate on [TS]

00:09:16   Wednesdays because it's a thing they've [TS]

00:09:18   heard elsewhere right so I think the [TS]

00:09:21   problem with talking about the flu stuff [TS]

00:09:23   is that no matter what we say on the [TS]

00:09:26   topic someone will assume that what [TS]

00:09:29   they're hearing is one of those crazy [TS]

00:09:31   things that they've heard uh and now the [TS]

00:09:34   reverse is also true if I was actually [TS]

00:09:36   talk about vaccines which I won't uh [TS]

00:09:38   other than the flu shot apparently uh [TS]

00:09:41   people who are like you know in the [TS]

00:09:45   Jenny McCarthy anti vaccine camp would [TS]

00:09:49   probably jump on me and tell me I'm [TS]

00:09:50   crazy in blah blah blah because I don't [TS]

00:09:52   agree with them right and if that [TS]

00:09:53   happened if we got a bunch of reader [TS]

00:09:55   mail from people who are like anti [TS]

00:09:57   vaccine I'll be ok with that I'd be like [TS]

00:09:59   you know I feel like yeah that's what I [TS]

00:10:02   expect to get because I actually do [TS]

00:10:03   disagree with their position and you [TS]

00:10:05   know so I would just accept that but [TS]

00:10:07   instead what we getting in the flu shot [TS]

00:10:09   stuff are angry emails from people who I [TS]

00:10:13   agree with who think what I'm saying is [TS]

00:10:16   something they don't agree with I don't [TS]

00:10:17   think it's a possible for me to resolve [TS]

00:10:19   that so I'm gonna say to all you people [TS]

00:10:21   out there who believe in science and [TS]

00:10:23   medicine I agree with you so you can [TS]

00:10:28   stop in telling me and and and thinking [TS]

00:10:31   that I might if I accidentally implied [TS]

00:10:34   we said something that made you think I [TS]

00:10:35   don't that was a mistake I'm sorry that [TS]

00:10:38   I implied that I'm if I'm if I misspoke [TS]

00:10:40   if I said something I do think that I [TS]

00:10:42   don't I agree with you for the people [TS]

00:10:44   who are on the opposite side I really do [TS]

00:10:47   disagree with you and you continue to [TS]

00:10:49   send me angry email if you want but we [TS]

00:10:50   really have been getting that so that's [TS]

00:10:51   that's what that's the I'm not gonna [TS]

00:10:52   discuss the substance I don't think with [TS]

00:10:53   two shows words enough would be the meta [TS]

00:10:55   issue here is once some topic gets [TS]

00:11:00   enough extreme opinions on both sides of [TS]

00:11:04   it [TS]

00:11:05   even the people you agree with will be [TS]

00:11:08   inclined to jump on you if they if it [TS]

00:11:12   seems like you are not very accurately [TS]

00:11:17   and adamantly and completely denying the [TS]

00:11:20   extreme points of view so I think that's [TS]

00:11:22   what's been happening with the flu issue [TS]

00:11:23   flu shot thing which I don't want to [TS]

00:11:25   discuss further but I just wanted to [TS]

00:11:26   discuss this larger issue I'm just glad [TS]

00:11:30   you got your flu shot I have still [TS]

00:11:33   haven't got mine I bet usually I get [TS]

00:11:34   mine through work and they send out a [TS]

00:11:35   little thing as hey we're going to have [TS]

00:11:36   flu shots sign up Bob and they haven't [TS]

00:11:38   sent out their thing yet this year I [TS]

00:11:39   looked through the past years like what [TS]

00:11:41   have they done this they've done it [TS]

00:11:42   pretty late and past year so maybe they [TS]

00:11:43   just haven't gotten to it yet but the [TS]

00:11:45   family's gotten them I'm just glad you [TS]

00:11:48   haven't got your flu shots relieved [TS]

00:11:51   that's a bummer sent now you should get [TS]

00:11:53   the angry email all right Apple TV Apple [TS]

00:11:59   TV so recently in the news as a result [TS]

00:12:04   of this book coming out you have a Steve [TS]

00:12:08   Jobs quote that I read we read this on [TS]

00:12:11   one of the other shows the interview was [TS]

00:12:15   talking to Steve Jobs about television [TS]

00:12:19   DTV and the quote was something like I [TS]

00:12:23   finally cracked it in reference to how [TS]

00:12:27   to create the ultimate Apple TV [TS]

00:12:30   experience that yeah Steve Jobs has done [TS]

00:12:33   it he has cracked it and of course this [TS]

00:12:36   I don't know when the date of that [TS]

00:12:38   particular interview where he said that [TS]

00:12:40   was because this book is a collection of [TS]

00:12:42   something like 30 40 interviews over [TS]

00:12:44   years so we don't I personally I don't [TS]

00:12:47   know do you know when that quote [TS]

00:12:48   actually was like dated whether that was [TS]

00:12:51   it a month before he passed or or a year [TS]

00:12:55   do we know [TS]

00:12:55   no and that's another complaint I would [TS]

00:12:57   have about the book if we were [TS]

00:12:58   discussing the book which or not but no [TS]

00:12:59   there was not not good footnotes and not [TS]

00:13:02   good citations to be able to he [TS]

00:13:04   obviously didn't back so I did not use [TS]

00:13:05   markdown either as I probably know my [TS]

00:13:08   footnotes very easy yeah so the quote I [TS]

00:13:13   actually pulled out I just pulled this [TS]

00:13:16   from our webpage not from the book [TS]

00:13:17   itself but I assume it is accurate I [TS]

00:13:19   don't know why P [TS]

00:13:19   miscalled the book this is a steve job [TS]

00:13:21   speaking it says i'd like to create an [TS]

00:13:24   integrated television set that is [TS]

00:13:25   completely easy to use it would be [TS]

00:13:27   seamlessly synced with all of your [TS]

00:13:28   devices and with iCloud so presumably [TS]

00:13:31   that quote comes from after the point [TS]

00:13:33   when iCloud was public I guess because [TS]

00:13:35   why would he tell his biographer maybe [TS]

00:13:36   he would tell his biographer if iCloud [TS]

00:13:38   was uh still in the work you know I [TS]

00:13:42   hadn't been announced yet [TS]

00:13:43   what he told his biographer guy what he [TS]

00:13:45   mentioned I got but so that Steve Jobs [TS]

00:13:47   saying that they won't approaches so [TS]

00:13:53   Marco talked about it a lot and then [TS]

00:13:54   Gruber sort of replied to what market [TS]

00:13:56   was saying and a lot of the issue this [TS]

00:14:00   two parts the issue one it's been [TS]

00:14:01   discussing is Apple going to make a [TS]

00:14:04   television set which is what the current [TS]

00:14:06   hot rumor stuff for the past month or [TS]

00:14:08   two has been like an actual TV set or [TS]

00:14:10   are they going to continue to make a [TS]

00:14:12   thing that you attach to the television [TS]

00:14:14   and the second issue is regardless of [TS]

00:14:17   which one of those things they do what's [TS]

00:14:19   the point like what does this thing do [TS]

00:14:21   for you ah how they going to deal with [TS]

00:14:23   content like why how is it going to be [TS]

00:14:25   different than right presumably Apple's [TS]

00:14:26   not going to make a television that's [TS]

00:14:27   exactly like you know Samsung or [TS]

00:14:31   Panasonic television so they're going to [TS]

00:14:32   do something with it right and also [TS]

00:14:35   presumably something different in some [TS]

00:14:38   way than the current Apple TV they're [TS]

00:14:40   going to be applications is just going [TS]

00:14:41   to be like the current Apple TV but [TS]

00:14:43   faster with more content deals and all [TS]

00:14:45   you know all sorts of speculation like [TS]

00:14:46   that and I don't know if I ever discuss [TS]

00:14:49   this but Marco went over most of the [TS]

00:14:50   points about why Apple would probably [TS]

00:14:53   not be interested in making a television [TS]

00:14:55   set let's summarize what he said is like [TS]

00:14:57   you know people don't buy Dell vision [TS]

00:14:59   sets that often because they're big [TS]

00:15:00   expensive purchases a lot of people had [TS]

00:15:02   just bought a television set because you [TS]

00:15:05   know that converting from non HD HD [TS]

00:15:07   television sets and the Apple TV didn't [TS]

00:15:10   have a lot of penetration when it was [TS]

00:15:11   like 400 bucks probably dropped it to 99 [TS]

00:15:14   it really started to take off so like [TS]

00:15:16   Apple seems to be on the hey you know we [TS]

00:15:17   can get some traction if we make this [TS]

00:15:18   thing cheap all those are reasons why [TS]

00:15:21   they wouldn't wanna make an actual [TS]

00:15:22   television set though and to that I [TS]

00:15:25   would add that Apple [TS]

00:15:29   really doesn't have much to add to the [TS]

00:15:31   set television set part anyway they [TS]

00:15:33   would be like well you know they're not [TS]

00:15:35   they don't make this stuff anyway they [TS]

00:15:37   license all this all the screens are [TS]

00:15:38   licensed or some other manufacturer [TS]

00:15:39   presumably they'd have to license their [TS]

00:15:41   television innards from you know who are [TS]

00:15:43   like they buy the iPad screens from I [TS]

00:15:45   think LG or you know I don't know who I [TS]

00:15:47   don't know makes their screens for all [TS]

00:15:48   their stuff but someone else make Apple [TS]

00:15:49   doesn't make these the Apple design you [TS]

00:15:50   design them they design the cases and [TS]

00:15:53   often oftentimes they design the circuit [TS]

00:15:54   boards and even perhaps the analog [TS]

00:15:56   circuitry that goes inside them but the [TS]

00:15:58   actual LCD panels are plasma or whatever [TS]

00:16:02   they were use for a TV come from another [TS]

00:16:03   company and most of those companies make [TS]

00:16:06   television set so LG makes television [TS]

00:16:08   sets I don't know if LG makes pcs maybe [TS]

00:16:11   they do but it's kind of all those [TS]

00:16:12   relationships where if you're buying [TS]

00:16:13   from Sam so they have the same image [TS]

00:16:15   situation with Samsung they buy you know [TS]

00:16:18   the systems on chips from Samsung that [TS]

00:16:19   used to buy memory from Samsung you know [TS]

00:16:22   flash memory and RAM chips and all sorts [TS]

00:16:24   and stuff like that but Samsung will [TS]

00:16:25   also makes phones that compete with [TS]

00:16:27   Apple's phones but it's the same [TS]

00:16:29   situation with television you'd be like [TS]

00:16:30   well you know you weren't you got to buy [TS]

00:16:32   your panels from somebody and then you [TS]

00:16:34   package them up and you sell them as [TS]

00:16:35   televisions but really Samsung is going [TS]

00:16:39   to be making more money by selling the [TS]

00:16:40   television set itself than Apple [TS]

00:16:43   presumably if they were just competing [TS]

00:16:44   on like just like making actual plain [TS]

00:16:46   old television set with a tuner and you [TS]

00:16:48   know special sauce or anything like that [TS]

00:16:49   because Samsung is going to give Apple a [TS]

00:16:51   higher price than it gives itself when [TS]

00:16:53   it makes its own television sets so it [TS]

00:16:56   seems like that would be something that [TS]

00:16:59   Apple but only add if they thought you [TS]

00:17:00   couldn't do the product without like [TS]

00:17:02   there was some compelling reason for [TS]

00:17:03   them to do it because it's not like [TS]

00:17:04   they're without by making the television [TS]

00:17:06   set will make so much more money rather [TS]

00:17:08   than just making the box because you can [TS]

00:17:10   you can get more margins on the box [TS]

00:17:11   putting that big expensive item in there [TS]

00:17:14   the big expensive item that you were [TS]

00:17:16   going to have lower margins on then the [TS]

00:17:19   Samsung talked about the panel itself [TS]

00:17:20   Samsung will have lower margins on its [TS]

00:17:22   panels higher margins in its panels then [TS]

00:17:24   you will because Samsung is going to [TS]

00:17:25   charge you more and then it charges its [TS]

00:17:27   own TV makers so there have to be some [TS]

00:17:29   reason to put it in there and finally [TS]

00:17:31   what's this person's name I could say [TS]

00:17:33   its splat F com splat is Z glad F the [TS]

00:17:36   the slang [TS]

00:17:38   this person's slang name for the command [TS]

00:17:40   key symbol I was used to call it [TS]

00:17:42   squiggly when I was [TS]

00:17:44   but splat squiggly except Thomas we're [TS]

00:17:47   all different were amenable to [TS]

00:17:49   everything yes so this is Dan Romer from [TS]

00:17:51   ER who has recently gone off on his own [TS]

00:17:54   and made his own site and this is SPLA [TS]

00:17:56   TF comm he did an article that I was I [TS]

00:18:00   had been thinking about for a long time [TS]

00:18:01   like you know well people keep talking [TS]

00:18:04   about a television set but no one has [TS]

00:18:05   done no one has done an article that [TS]

00:18:07   says why would they make a TV instead of [TS]

00:18:09   a little box we did an entire article [TS]

00:18:10   it's just about oh the reasons that [TS]

00:18:13   Apple might make a actual television set [TS]

00:18:16   instead of just a box I don't think he's [TS]

00:18:18   trying to say this is what they're going [TS]

00:18:19   to do or these reasons are so compelling [TS]

00:18:22   that they're they're certain to do it [TS]

00:18:23   but the rumors the rumors are like hey [TS]

00:18:24   we have a rumors of an Apple television [TS]

00:18:26   and you know kind of like we got all [TS]

00:18:27   those rumors about the the wedge-shaped [TS]

00:18:29   larger iPhone there's just so many of [TS]

00:18:32   those at a certain point I was like [TS]

00:18:33   what's going to happen because [TS]

00:18:34   everybody's saying it they're making [TS]

00:18:35   case it's going to be a wedge-shaped [TS]

00:18:36   iPhone and you know not so much right [TS]

00:18:38   well the Apple television set rumors [TS]

00:18:40   have been around got in a couple years [TS]

00:18:42   cycles I think last year year before [TS]

00:18:45   that it these these Apple television set [TS]

00:18:47   things come around some you'll see one [TS]

00:18:48   pundit will put something up and say [TS]

00:18:50   I've got inside info and I'm absolutely [TS]

00:18:51   certain that Apple's making the TV and [TS]

00:18:53   then maybe it'll get a little momentum [TS]

00:18:54   and then the event will come and go and [TS]

00:18:56   there's no TV and people forget about it [TS]

00:18:57   and that recycles every couple years so [TS]

00:18:59   we're in another one of those upswing [TS]

00:19:00   cycles where people are reporting that [TS]

00:19:01   they have inside information that Apple [TS]

00:19:03   is going to make a television this is [TS]

00:19:04   compounded by the quotes we just talked [TS]

00:19:07   about from the the biography where he's [TS]

00:19:08   like I finally cracked it I figured out [TS]

00:19:10   this TV thing you know and the quote [TS]

00:19:13   that I just read which was like an [TS]

00:19:15   integrated television set this is Steve [TS]

00:19:17   Jobs words when he says television said [TS]

00:19:19   he was an older person he means an [TS]

00:19:22   actual TV he doesn't if you meant a [TS]

00:19:23   little box like Apple TV you would have [TS]

00:19:25   said that he's using language that says [TS]

00:19:27   an actual television so Dan farmers set [TS]

00:19:31   of reasons why they might actually make [TS]

00:19:33   a whole TV and and they're more or less [TS]

00:19:36   the reasons I was thinking I was just [TS]

00:19:37   nice to have someone lay them out I like [TS]

00:19:39   the fact that he laid them out not as a [TS]

00:19:41   not trying to convince anybody he's just [TS]

00:19:44   like you know let's put two columns here [TS]

00:19:45   reasons they would make a TV reasons [TS]

00:19:47   they wouldn't and he's filling in the [TS]

00:19:48   column of reasons they would and all of [TS]

00:19:49   his reasons I think are good so the [TS]

00:19:52   first one is that I'll just read the [TS]

00:19:54   headings and summarizes that Apple sells [TS]

00:19:56   complete experiences not [TS]

00:19:57   Isis right now this is kind of a weak [TS]

00:20:02   reason because everything he's got in [TS]

00:20:03   there you can say well that build and [TS]

00:20:05   why did they ever sell the Apple to [TS]

00:20:06   you've it you know you want to just have [TS]

00:20:07   one one thing one widget not a bunch of [TS]

00:20:09   things that you plug together and [TS]

00:20:11   something that attaches to something [TS]

00:20:12   else that's not made by them a parolee [TS]

00:20:14   wants to have the entire experience of [TS]

00:20:17   watching television you know be seamless [TS]

00:20:21   and having to attach something to your [TS]

00:20:22   existing thing through some cable make [TS]

00:20:24   sure you have the adapter and find a [TS]

00:20:25   place to plug it in now you got a second [TS]

00:20:26   remote and stuff that's not the Apple [TS]

00:20:29   but you know on the foot on the other [TS]

00:20:30   column of that you know they've got the [TS]

00:20:32   Apple TV which is exactly like that so [TS]

00:20:34   clearly they're not going to not to do [TS]

00:20:35   that they've shown that they'll do the [TS]

00:20:38   other way the next one is that Apple [TS]

00:20:41   wants to be the primary interface so [TS]

00:20:43   he's going through you know the current [TS]

00:20:45   Apple TV is like input to on your [TS]

00:20:47   television you know to to make it work [TS]

00:20:48   you've got to hit the input button on [TS]

00:20:50   your television remote and your [TS]

00:20:51   television remote did not come to you [TS]

00:20:52   from Apple it's from whatever company [TS]

00:20:53   makes your television or maybe the [TS]

00:20:55   universe or remote that you bought [TS]

00:20:56   yourself and you switch the input to [TS]

00:20:57   tell your big monitor TV screen things I [TS]

00:20:59   switch to this input and this input is [TS]

00:21:01   the Apple TV an Apple TV with apples [TS]

00:21:03   eyes they want that to be input too [TS]

00:21:05   because right now most people for input [TS]

00:21:07   one it's your cable box or satellite box [TS]

00:21:10   or whatever your quote-unquote normal [TS]

00:21:11   television is assuming you still have a [TS]

00:21:15   cable or satellite subscription which [TS]

00:21:16   most people do the vast majority of [TS]

00:21:18   people when they turn on their [TS]

00:21:19   television the default the input number [TS]

00:21:21   one is their satellite box and if it's [TS]

00:21:23   on some other input that's like you know [TS]

00:21:25   it says I left it on the blu-ray player [TS]

00:21:27   input so switch it back to normal TV and [TS]

00:21:29   that's what they mean by that well Apple [TS]

00:21:30   wants you to turn on the thing and have [TS]

00:21:33   it be the Apple interface right away [TS]

00:21:37   right so that's you know one remote is [TS]

00:21:39   just the Apple remote and you can say [TS]

00:21:40   well what if I just took my Apple TV on [TS]

00:21:42   input one isn't that the same thing well [TS]

00:21:43   no they want they want to change what [TS]

00:21:45   the default is where when you watch TV [TS]

00:21:48   quote-unquote you're watching at you're [TS]

00:21:50   in an Apple experience and only the [TS]

00:21:51   other things like oh now I wanna watch a [TS]

00:21:53   blueberry I'll switch it to that and [TS]

00:21:54   they would hope that you would I guess [TS]

00:21:55   it get rid of your cable or subscription [TS]

00:21:57   or have it as an alternate thing or [TS]

00:21:58   whatever and you can only really do that [TS]

00:22:01   like B or eat what he calls input 0 if [TS]

00:22:04   you make the television set because then [TS]

00:22:07   all that stuff is built in it's not [TS]

00:22:09   something else plugged in right so you [TS]

00:22:10   can just sort of [TS]

00:22:11   are coded as you know input zero and [TS]

00:22:13   your thing because I guess Ethernet will [TS]

00:22:15   go into the back or whatever but that's [TS]

00:22:17   not an input like HDMI so you know other [TS]

00:22:19   you could have another HDMI input maybe [TS]

00:22:21   for your cable box and stuff but the [TS]

00:22:22   Apple TV would be in the TV and when you [TS]

00:22:24   turn on that's what you get [TS]

00:22:26   Apple cells tightly integrated hardware [TS]

00:22:28   software and services so this goes into [TS]

00:22:33   talks a little bit about Siri thing [TS]

00:22:35   which has been another rumor and we [TS]

00:22:36   talked about many many shows ago but [TS]

00:22:37   that's been picking up speed [TS]

00:22:38   where people are talking and thinking [TS]

00:22:40   about how Syria might work with the [TS]

00:22:41   television and getting to some of the [TS]

00:22:43   same issues we discussed about alright [TS]

00:22:44   well how do i how do i make myself heard [TS]

00:22:47   well i'm sitting on the couch to the tvs [TS]

00:22:49   way across they are talking to a [TS]

00:22:50   microphone and what about like FaceTime [TS]

00:22:53   is there going to be a camera am i going [TS]

00:22:54   to take a little eyesight type camera [TS]

00:22:56   and plug it into the back of a TV and [TS]

00:22:58   put it on top and then have a little [TS]

00:22:59   microphone or another wire that's all [TS]

00:23:00   very on Apple like what's Apple like is [TS]

00:23:02   you know like an iMac or Apple Cinema [TS]

00:23:04   Display with mics built-in the cameras [TS]

00:23:07   built-in it's an HD camera you know you [TS]

00:23:08   that's what you would expect from an [TS]

00:23:10   Apple television experience all that [TS]

00:23:11   stuff would be built in you'd be able to [TS]

00:23:13   sit on your couch with your Apple remote [TS]

00:23:15   and do whatever it is you need to do and [TS]

00:23:17   be able to like FaceTime chat with [TS]

00:23:18   people however they have to have that [TS]

00:23:19   work is it a Bluetooth mic that you [TS]

00:23:21   stick somewhere in the room is it a [TS]

00:23:22   directional mic that points that you and [TS]

00:23:24   follows you wherever you are does the [TS]

00:23:26   camera move is camera build it you know [TS]

00:23:28   but it's integrated experience like [TS]

00:23:30   their monitors and like the IMAX are not [TS]

00:23:32   a bunch of dongles because you do start [TS]

00:23:35   to have to have a bunch of dongles like [TS]

00:23:36   kind of like the Wii with the sensor bar [TS]

00:23:37   on top and or the connect with another [TS]

00:23:39   box that you put a lot of wires and [TS]

00:23:41   boxes and sensors to try to make what we [TS]

00:23:44   imagine to be the potential Siri Apple's [TS]

00:23:47   evey experience to get out to work and [TS]

00:23:52   that the next bit is that despite what I [TS]

00:23:55   said about Apple not getting having the [TS]

00:23:59   big panel added to your television set [TS]

00:24:02   having that not add to your your margins [TS]

00:24:06   in itself because once you add the panel [TS]

00:24:08   you have to pay for the panel from a [TS]

00:24:10   vendor and you can only put you know a [TS]

00:24:12   certain amount of margin on top of that [TS]

00:24:13   panel to make up the money that you lost [TS]

00:24:16   by giving Samsung or LG or whatever the [TS]

00:24:18   profit they got right but the other side [TS]

00:24:20   of that coin is that by making the [TS]

00:24:22   device much more expensive obviously an [TS]

00:24:25   apple [TS]

00:24:25   television set is not going to cost $99 [TS]

00:24:27   it's going to be a thousand two thousand [TS]

00:24:29   you know it's going to cost what a big [TS]

00:24:30   television set costs but what then once [TS]

00:24:32   you get up into the higher price range [TS]

00:24:35   sort of a magical thing happens you can [TS]

00:24:36   see this when you go to buy a car like [TS]

00:24:38   when you go into the car dealership [TS]

00:24:39   you're haggling over price and you will [TS]

00:24:43   find yourself dismissing a difference in [TS]

00:24:46   price that an absolute values you would [TS]

00:24:49   care very much about the item itself was [TS]

00:24:51   a lower price just because it's a lower [TS]

00:24:53   percentage so you'll be like you know [TS]

00:24:55   five hundred here five hundred there not [TS]

00:24:56   a big deal right when you're buying a [TS]

00:24:58   car but if you're buying a computer they [TS]

00:25:01   say do you mind if we add five hundred [TS]

00:25:02   dollars of this price assume computers [TS]

00:25:03   or something you could haggle with like [TS]

00:25:04   cars you'd like what not you can add [TS]

00:25:06   five hunting about becomes a larger and [TS]

00:25:09   larger percentage of the whole purchase [TS]

00:25:11   it starts to make you object to it more [TS]

00:25:13   so by increasing the price massively [TS]

00:25:16   from $99 Apple can get away with [TS]

00:25:20   increasing its margin somebody by [TS]

00:25:22   charging more so you know say they're [TS]

00:25:24   Mart or you know even if it's the same [TS]

00:25:25   amount say it's margin is is 25-30 [TS]

00:25:28   percent thirty percent of two thousand [TS]

00:25:29   it's way more than thirty percent of a [TS]

00:25:30   $99 box and I think they can get away [TS]

00:25:33   even more than that I think they can [TS]

00:25:34   actually boost their margin simply by [TS]

00:25:35   increasing the margins on the more [TS]

00:25:37   expensive product like they do with the [TS]

00:25:38   Mac Pros because people's minds work [TS]

00:25:40   that way they'll say well it's already a [TS]

00:25:42   two thousand dollar TV set and it was a [TS]

00:25:44   hundred dollars here there where if you [TS]

00:25:45   what's a hundred dollars here they're a [TS]

00:25:47   $99 Apple TV it's doubling the price and [TS]

00:25:49   people flip out even though it's the [TS]

00:25:50   same exact $100 it's just not how [TS]

00:25:52   pricing psychology works with people so [TS]

00:25:54   not only can they get bigger margins [TS]

00:25:58   just simply because 30% of mm is more [TS]

00:26:00   than 30% of 99 I think they can get 31 [TS]

00:26:02   32 % because people don't notice that [TS]

00:26:04   difference on a you know on a larger [TS]

00:26:07   purchase and as I've pointed on the show [TS]

00:26:09   many times the whole notion of is Apple [TS]

00:26:12   a hardware company or is Apple software [TS]

00:26:13   company its meaning a statement but what [TS]

00:26:15   we can do is look at their their balance [TS]

00:26:17   sheet and say how does Apple make its [TS]

00:26:18   money it makes its money by selling [TS]

00:26:20   hardware the software business the media [TS]

00:26:23   business selling apps selling songs [TS]

00:26:25   selling movies renting things all of [TS]

00:26:28   that makes a little tiny bit of money [TS]

00:26:31   some of it is kind of like break even a [TS]

00:26:32   little bit of profit but their meat and [TS]

00:26:35   potatoes is the margins they make by [TS]

00:26:37   selling your hardware [TS]

00:26:38   so if they can find a way to sell people [TS]

00:26:41   another set of $2,000 products with [TS]

00:26:44   their usual margins or possibly higher [TS]

00:26:46   that's that's great for them I think [TS]

00:26:49   that Apple even though it likes the fact [TS]

00:26:51   that it's selling more Apple TVs for 99 [TS]

00:26:53   bucks it doesn't want to sell you know [TS]

00:26:57   much rather sell you thousands and [TS]

00:27:01   thousands of 500 iPads than an equal [TS]

00:27:03   number of $99 Apple TVs it wants to sell [TS]

00:27:07   you expensive items of a Canon and [TS]

00:27:08   recently it's this has been a problem [TS]

00:27:11   with all vendors like the PC makers have [TS]

00:27:13   been really screwed because I used to [TS]

00:27:14   sell you computers for $1000 and then [TS]

00:27:17   just the race to the bottom is now like [TS]

00:27:19   the average selling price for a PC [TS]

00:27:21   laptop is well below a thousand dollars [TS]

00:27:24   whereas Apple's average selling price [TS]

00:27:25   for its laptops is usually above $1000 [TS]

00:27:27   so they've been holding the line there [TS]

00:27:29   but everyone has been dropping alright [TS]

00:27:31   but people are still going to Best Buy [TS]

00:27:33   and spending eight hundred nine hundred [TS]

00:27:35   thousand dollars for a TV right so [TS]

00:27:37   here's here's a product that has not [TS]

00:27:39   come people aren't going at the Best Buy [TS]

00:27:40   and buying 50 inch televisions for three [TS]

00:27:42   hundred dollars it's just not happening [TS]

00:27:44   televisions are simply a more expensive [TS]

00:27:45   product and people are buying them [TS]

00:27:47   because they're upgrading their old TVs [TS]

00:27:48   to HD TVs and they want a big TV set [TS]

00:27:50   right so no matter how cheap you know if [TS]

00:27:51   you go to the Vizio you know bottom of [TS]

00:27:53   the lines cheap is you could possibly [TS]

00:27:55   get it really horrible looking LCD [TS]

00:27:58   television set [TS]

00:27:58   people still want 50 inches and that's [TS]

00:28:00   going to cost you close to a thousand [TS]

00:28:03   dollars six hundred seven hundred [TS]

00:28:04   dollars like the cheapest one you could [TS]

00:28:05   possibly get and once you go up to like [TS]

00:28:06   60 inch or 70 inch or the people want to [TS]

00:28:08   see the football in the big screen you [TS]

00:28:10   just you're over a thousand there's no [TS]

00:28:11   way to avoid it this you can't sell them [TS]

00:28:13   for less than that right now so [TS]

00:28:14   televisions are potentially a way for [TS]

00:28:17   app for Apple to increase the average [TS]

00:28:19   selling price of the products that it [TS]

00:28:21   sells and if it maintains margins or [TS]

00:28:23   increases them which I think it can they [TS]

00:28:28   that will be a big boon to their [TS]

00:28:30   business now so that's the these are all [TS]

00:28:32   the cases for why you might might want a [TS]

00:28:34   television set the case is against our [TS]

00:28:36   our you know Marco covered them pretty [TS]

00:28:38   well and I think they're pretty strong [TS]

00:28:39   it's like people people don't turn over [TS]

00:28:41   the TVs like they turn over their cell [TS]

00:28:43   phones or you know or like to turn over [TS]

00:28:45   their Mac's or anything like that people [TS]

00:28:47   just it's like it was like a piece of [TS]

00:28:48   furniture and people still treat it that [TS]

00:28:49   way you know they buy [TS]

00:28:52   it it's it's in their house you don't [TS]

00:28:54   get a new one unless you're unhappy with [TS]

00:28:55   the one you have because it's too small [TS]

00:28:57   because it's not HD because it breaks [TS]

00:29:00   but these things tend to last a long [TS]

00:29:02   time now [TS]

00:29:03   cell phones used to be cell phones were [TS]

00:29:05   never that bad cell phones used to be [TS]

00:29:07   you buy it you wait for your contract to [TS]

00:29:08   be up and you get a new phone in the [TS]

00:29:09   contracts for like two years but that's [TS]

00:29:10   still way more frequent than people were [TS]

00:29:12   placed at helpin it's like how many [TS]

00:29:13   televisions have you owned in your life [TS]

00:29:16   trying to think I mean half dozen really [TS]

00:29:22   that's why I than mine you see you're [TS]

00:29:24   going six televisions in my whole life [TS]

00:29:26   including the ones my mind not when [TS]

00:29:28   you're a kid like you yourself like when [TS]

00:29:29   you move out of your parents house and [TS]

00:29:31   your first TV is yeah I would say maybe [TS]

00:29:34   three or four and so and how many Macs [TS]

00:29:37   have you owned during our camera time I [TS]

00:29:39   got twelve in here now I thirteen I have [TS]

00:29:41   no idea [TS]

00:29:41   Hyundai not hundreds but dozens and how [TS]

00:29:45   many cell phones see now you're making [TS]

00:29:49   me try and remember things I can't try [TS]

00:29:51   to block out like well did you did you [TS]

00:29:53   did you change your cell phone every [TS]

00:29:55   time your oh you didn't you're a [TS]

00:29:56   non-contract person so I don't know [TS]

00:29:58   maybe you're different but I used to [TS]

00:30:00   back in the days when I used to do [TS]

00:30:01   contracts at the minute that contract is [TS]

00:30:03   up I was out of that old phone been [TS]

00:30:07   during that time the phones have gotten [TS]

00:30:08   that's so much better [TS]

00:30:10   yeah but so I know lots and lots and [TS]

00:30:12   lots of cell phones and of course Apple [TS]

00:30:14   has changed that habit among super nerds [TS]

00:30:16   by you know every tenth they come up [TS]

00:30:18   with the new iPhone super nerds want one [TS]

00:30:19   and even if even if you're being [TS]

00:30:20   responsible and you say okay well I'll [TS]

00:30:22   hold off and I'll just wait till my [TS]

00:30:23   contract it up as soon as your contract [TS]

00:30:25   is up you're changing from you know your [TS]

00:30:26   3GS to a 4s because that's a huge [TS]

00:30:28   upgrade so eyeballs actually accelerated [TS]

00:30:30   that right the televisions for me [TS]

00:30:33   I bought one television when I was you [TS]

00:30:35   know I graduated college got married and [TS]

00:30:37   got a television set for myself and [TS]

00:30:39   they're like $600 back in the late 90s [TS]

00:30:42   right [TS]

00:30:43   I used that television I'm until maybe [TS]

00:30:49   four years ago when I bought a friend's [TS]

00:30:53   television yeah from a used television [TS]

00:30:55   for a hundred bucks so I was my second [TS]

00:30:57   television both those were standard def [TS]

00:30:59   Posehn the more Sony Trinitron and then [TS]

00:31:02   I had been planning HD upgrade for a [TS]

00:31:04   long time and then I finally pulled the [TS]

00:31:05   trigger [TS]

00:31:06   by HD television so I've owned three [TS]

00:31:07   televisions in my independent adult life [TS]

00:31:10   and the number of Mac's during that time [TS]

00:31:12   again destino seven eight nine I don't [TS]

00:31:14   know if I even wanna count like my [TS]

00:31:15   wife's max then I'm not even counting [TS]

00:31:17   used Mac's that I bought at the MIT swap [TS]

00:31:20   and stuff even funded with that how [TS]

00:31:23   about the MIT swap I am a big MIT swap [TS]

00:31:25   fan I I've gone there for years I used [TS]

00:31:27   to go there and I used to see him there [TS]

00:31:28   before I actually knew him because he'd [TS]

00:31:31   have the hat on and stuff or whatever I [TS]

00:31:32   never actually said hi to him but now [TS]

00:31:34   that we know each other we have not [TS]

00:31:35   actually seen each other this well I had [TS]

00:31:37   to stop going because I had I mean kind [TS]

00:31:40   of the same reason he found a way to did [TS]

00:31:44   D he found a coping mechanism but there [TS]

00:31:46   was people just take photographs of the [TS]

00:31:47   items but a certain point I had to stop [TS]

00:31:50   because every time I went I would come [TS]

00:31:51   home with car loads of stuff and my [TS]

00:31:53   attic just started to fill up and so I [TS]

00:31:54   had to cut myself off so I only went [TS]

00:31:56   like once or twice this season I usually [TS]

00:31:59   I go and my friend is selling something [TS]

00:32:00   doesn't even get in early with the [TS]

00:32:01   sellers that's a secret that he may that [TS]

00:32:03   he didn't mention but you really want to [TS]

00:32:04   get something they either pay to sell [TS]

00:32:06   something it becomes friends with [TS]

00:32:07   someone who's selling but the sellers [TS]

00:32:09   get in really early and then just go in [TS]

00:32:11   with the seller as their helper person [TS]

00:32:12   then you can browse well everybody's [TS]

00:32:14   setting up but anyway yeah I've got a [TS]

00:32:16   lot of hardware from that so the the [TS]

00:32:20   television turnover rate is not the [TS]

00:32:25   habits people have for buying new [TS]

00:32:26   televisions is not great for Apple [TS]

00:32:28   because when Apple comes out with a new [TS]

00:32:30   cell phone there's certain number people [TS]

00:32:34   turning over every two years just by [TS]

00:32:36   even before they start to try to induce [TS]

00:32:37   this 18-month one-year cycle there are a [TS]

00:32:41   lot of people whose contract is up so [TS]

00:32:44   when they introduce the first iPhone [TS]

00:32:45   maybe people didn't break their [TS]

00:32:46   contracts to get it they took a [TS]

00:32:47   wait-and-see but the people whose [TS]

00:32:48   contracts were up there like oh maybe [TS]

00:32:50   I'll try this iPhone thing right but [TS]

00:32:51   there's no contract for your television [TS]

00:32:52   so they introduced a television set [TS]

00:32:53   there's not people there's not a [TS]

00:32:55   two-year interval of people coming into [TS]

00:32:57   the market for a new television right [TS]

00:32:59   there is a mark of people buying a new [TS]

00:33:01   television switching from HD from non HD [TS]

00:33:03   to HD but I don't know where we are in [TS]

00:33:04   that transition certainly among Apple's [TS]

00:33:08   best consumers like the the early [TS]

00:33:10   adopters and the people who want the [TS]

00:33:12   best Apple stuff and you know people own [TS]

00:33:14   Apple stuff I would imagine they either [TS]

00:33:16   don't watch television at all or they [TS]

00:33:19   already have HD [TS]

00:33:20   television so I don't think they can [TS]

00:33:22   introduce a television set and and [TS]

00:33:24   expect that there will be a big market [TS]

00:33:26   of people who are like well I was [TS]

00:33:28   looking for a TV anyway so I'll check [TS]

00:33:29   out this Apple thing because among their [TS]

00:33:31   customers we've already got HD TVs and [TS]

00:33:33   among regular people there's just not [TS]

00:33:34   that kind of turnover right so for a [TS]

00:33:37   television set but - for Apple to [TS]

00:33:40   release one and for it to get any [TS]

00:33:43   traction at all in the market it has to [TS]

00:33:45   be something different than a plain [TS]

00:33:47   television set and I think it also has [TS]

00:33:49   to be something different than the [TS]

00:33:51   equivalent of taking the current Apple [TS]

00:33:52   TV and jamming up inside the television [TS]

00:33:54   set [TS]

00:33:54   there's no matter how cool you make the [TS]

00:33:55   television set and this is the thing [TS]

00:33:57   that burns maybe like we've did all the [TS]

00:33:58   shows about television I'm such a [TS]

00:33:59   stickler for these little details of [TS]

00:34:03   image quality and I don't want any fans [TS]

00:34:04   with Oh Steve was with me on the Oh fan [TS]

00:34:07   thing so I have high hopes for an Apple [TS]

00:34:08   TV there but it's very specific about [TS]

00:34:12   all the the image and input options and [TS]

00:34:15   all that stuff right but Apple [TS]

00:34:17   historically has or at least in the past [TS]

00:34:20   decade has not been like the old Apple [TS]

00:34:22   the old Apple would say what is the best [TS]

00:34:23   color display technology current of [TS]

00:34:26   currently available in the entire world [TS]

00:34:28   that's what we're going to use to build [TS]

00:34:29   our Apple monitors or even the first [TS]

00:34:31   laptop we're going to make a laptop with [TS]

00:34:33   a flat screen where is the best flat [TS]

00:34:36   screen available prices no objects [TS]

00:34:38   that's how you get the Mac portable [TS]

00:34:39   which is the the first quote-unquote [TS]

00:34:42   portable Macintosh was like 16 pounds [TS]

00:34:44   with lead-acid battery in it I actually [TS]

00:34:45   have one of those in my attic by the way [TS]

00:34:47   they are monsters and they put an [TS]

00:34:49   active-matrix display in it which no one [TS]

00:34:51   even heard of what active nature but [TS]

00:34:52   basically meant that the cursor and [TS]

00:34:54   everything on it what didn't have [TS]

00:34:55   humongous ghost trails behind it and it [TS]

00:34:56   cost an arm and a leg and the Mac [TS]

00:34:58   portable I forget what the price rotor [TS]

00:34:59   core was but it's just astronomically [TS]

00:35:01   more expensive because that's the way [TS]

00:35:02   they used to do things Apple hardware [TS]

00:35:04   used to be what's the best we can buy [TS]

00:35:05   and still be able to sell it for less [TS]

00:35:07   than the price of a house I guess and [TS]

00:35:09   we'll put that in but the later Apple [TS]

00:35:12   has been but we want good displays right [TS]

00:35:14   but if there's a slightly better panel [TS]

00:35:17   out right now that maybe Dell is selling [TS]

00:35:19   or HP is selling or you know NEC or [TS]

00:35:22   whoever those like high-end graphic [TS]

00:35:24   artists color calibrated really [TS]

00:35:27   expensive displays like well we're not [TS]

00:35:28   going to buy one of those because we [TS]

00:35:29   think that's overkill and if we did that [TS]

00:35:30   we have to sell our monitors for like [TS]

00:35:32   four grand kind of like a or who's [TS]

00:35:34   company does the really expensive ones [TS]

00:35:35   is it is it NEC NEC I used to I don't [TS]

00:35:38   know how they compare price-wise anymore [TS]

00:35:40   if they're still making them yeah oh [TS]

00:35:41   they sell consumer stuff but they also [TS]

00:35:43   sell like you are graphics RS here's a [TS]

00:35:45   super expensive one oh yeah like that [TS]

00:35:46   like photographers who must have perfect [TS]

00:35:48   color matching and yeah they I think the [TS]

00:35:50   NEC we could ask Duncan but I think the [TS]

00:35:52   NEC is still the kid the king in that [TS]

00:35:54   space and they come with they would come [TS]

00:35:56   with the optical calibrator that you [TS]

00:35:57   clamp on to the thing like the highest [TS]

00:35:59   end display you can get but apples like [TS]

00:36:00   that's not appropriate for our business [TS]

00:36:02   we want to sell to consumers so they [TS]

00:36:03   will Apple want to get the IPS displays [TS]

00:36:06   and I should put a Wikipedia page with [TS]

00:36:07   their IPs and PVA and all these other [TS]

00:36:09   different technologies used to make LCDs [TS]

00:36:12   and they'll use the LED backlighting [TS]

00:36:14   right so but try to they'll try to be [TS]

00:36:16   like the 80 or 90% solution because I [TS]

00:36:18   don't want to be the highest of the high [TS]

00:36:19   end is that just that prices them out of [TS]

00:36:20   the market they want to have their [TS]

00:36:21   monitors be in range so the Apple [TS]

00:36:23   27-inch displays a thousand bucks it [TS]

00:36:26   looks really nice but it is definitely [TS]

00:36:28   not the best display panel you can buy [TS]

00:36:30   you want to say I want the best 27-inch [TS]

00:36:32   or round abouts display panel I can buy [TS]

00:36:34   Apple doesn't sell it to you so if that [TS]

00:36:36   makes television set [TS]

00:36:37   you're not gonna whatever they make [TS]

00:36:39   first of all I would imagine they would [TS]

00:36:40   make it LCD just because that's what [TS]

00:36:41   they're familiar with they wouldn't go [TS]

00:36:42   with plasma or something but as [TS]

00:36:44   discussed in previous shows if you want [TS]

00:36:46   the absolute best image quality in a non [TS]

00:36:48   projector television set I get an actual [TS]

00:36:50   direct view television set plasma is [TS]

00:36:53   still the way to go and I don't think [TS]

00:36:55   Apple would go with the plasma because [TS]

00:36:58   the power concerns because of all you [TS]

00:37:01   know the the fact that it might need [TS]

00:37:04   fans the fact that their entire business [TS]

00:37:06   and all their contracts have to do with [TS]

00:37:07   LCDs I would imagine they would go with [TS]

00:37:09   an LCD television set and maybe LED [TS]

00:37:11   backlighting but I imagine it would be [TS]

00:37:12   edge lit because they like the thinness [TS]

00:37:15   there wouldn't be that the backlight [TS]

00:37:17   wouldn't be directly behind it would be [TS]

00:37:18   on the edges and reflected with mirrors [TS]

00:37:20   and that does make this hats thinner [TS]

00:37:21   which Apple likes but it's not as good [TS]

00:37:23   as direct backlighting and there's the [TS]

00:37:25   whole local dimming thing we discussed [TS]

00:37:26   so go back to listen to whatever episode [TS]

00:37:28   that was when we discussed television [TS]

00:37:29   technology [TS]

00:37:32   what I'm getting at is that if Apple [TS]

00:37:34   came out with television set I ignore [TS]

00:37:37   everything else that has to do with this [TS]

00:37:39   television set I would say I would look [TS]

00:37:41   at it and say that the picture quality [TS]

00:37:43   of that television is not as good as [TS]

00:37:45   other televisions I can buy for less [TS]

00:37:47   money or even possibly my current [TS]

00:37:49   television set uh and that's probably [TS]

00:37:53   not a problem for most people I just [TS]

00:37:55   bring it up because it's an issue for [TS]

00:37:57   people who are real sticklers about [TS]

00:37:58   their television is that you think all [TS]

00:38:00   Apple TV is going to come on it's going [TS]

00:38:02   it's going to be awesome it's going to [TS]

00:38:03   Apple television set it's not going to [TS]

00:38:04   be the best television set in terms of [TS]

00:38:06   just picture quality that you can buy in [TS]

00:38:07   the market either at the same price or [TS]

00:38:09   even a lesser price you can get a better [TS]

00:38:11   looking television set alright so there [TS]

00:38:15   has to be something his television set [TS]

00:38:16   that's going to make people who aren't [TS]

00:38:17   in the market for television to buy it [TS]

00:38:18   it's not going to be because the image [TS]

00:38:20   quality is so much better something [TS]

00:38:22   we've made a breakthrough in this [TS]

00:38:23   television looks better than every [TS]

00:38:24   television ever sold that's not going to [TS]

00:38:26   be the case 100% guaranteed it will not [TS]

00:38:28   right it may look good it'll be fine [TS]

00:38:30   we'll be better than most people's [TS]

00:38:31   televisions [TS]

00:38:32   it'll also be more expensive most [TS]

00:38:34   people's televisions for the high-end TV [TS]

00:38:35   people aren't going to be on it so what [TS]

00:38:36   is it that's gonna make me go out and [TS]

00:38:37   buy this television set why why do I [TS]

00:38:39   need this thing in my life do you feel [TS]

00:38:41   like do you feel like you know the [TS]

00:38:42   answer well well because any deals if [TS]

00:38:46   you do we ought to do the sponsor first [TS]

00:38:50   all right governor [TS]

00:38:51   you've been on a roll for 38 minutes now [TS]

00:38:54   squarespace.com [TS]

00:38:55   they've been on a roll for for about 7 [TS]

00:38:57   years 7 years of creating content [TS]

00:39:00   management systems they just came out [TS]

00:39:02   with a new version of Squarespace that's [TS]

00:39:04   not available to everybody they're [TS]

00:39:06   releasing releasing I guess the invites [TS]

00:39:12   daily though but they've been working on [TS]

00:39:14   this update for like a year and a half [TS]

00:39:16   what is Squarespace it's a fully hosted [TS]

00:39:19   completely managed environment for [TS]

00:39:21   quickly creating a beautiful website [TS]

00:39:23   managed from an interface it's like [TS]

00:39:25   nothing else you've ever seen they've [TS]

00:39:29   opened up this beta are you going to [TS]

00:39:30   check this out even if you don't care [TS]

00:39:31   about the beta don't worry about it [TS]

00:39:32   because what they've already been [TS]

00:39:33   building is pretty amazing this is for [TS]

00:39:35   anybody who wants to make an amazing [TS]

00:39:37   website bloggers businesses [TS]

00:39:39   photographers it doesn't matter their [TS]

00:39:41   platform powers every site it doesn't [TS]

00:39:43   matter who links to you [TS]

00:39:46   whether it's John Gruber or anybody else [TS]

00:39:48   they scale there's nothing that you have [TS]

00:39:51   to worry about it's it is just it's kind [TS]

00:39:54   of amazing [TS]

00:39:56   they have social integration so you can [TS]

00:39:57   connect to Twitter or Facebook if you [TS]

00:39:59   must they have built-in customizable [TS]

00:40:01   photo galleries they have an iPhone iPad [TS]

00:40:04   app they're going to Android app now if [TS]

00:40:06   you go that way and you can do every [TS]

00:40:09   anything you can check your site you can [TS]

00:40:10   post to your blog you can manage the [TS]

00:40:11   comments you can see the details stats [TS]

00:40:13   all while you're on the go it really is [TS]

00:40:16   amazing [TS]

00:40:16   so you can try this you can try it for [TS]

00:40:20   14 days two weeks [TS]

00:40:21   takes you 30 seconds they'll import your [TS]

00:40:23   old blog don't even have to pay them for [TS]

00:40:26   anything but we have a special coupon [TS]

00:40:29   code for you you use it you get 20% off [TS]

00:40:32   for six months go to Squarespace comm / [TS]

00:40:35   5x5 that's step one step two and it asks [TS]

00:40:38   you for the coupon code it's emotion [TS]

00:40:40   chip all one word emotion chip 20% six [TS]

00:40:46   months Squarespace calm / 5x5 just go [TS]

00:40:50   there you'll be supporting the show sign [TS]

00:40:52   up you'll be doing yourself a favor [TS]

00:40:53   that's my little slogan for them my LD [TS]

00:40:58   go for that course as well or is that [TS]

00:41:00   someone who is actually on the show you [TS]

00:41:02   know like it and not that I'm an [TS]

00:41:03   employee but employees of the company [TS]

00:41:04   can't participant it you're not an [TS]

00:41:06   employee alright uh you know go checking [TS]

00:41:09   I'm still looking for something that [TS]

00:41:11   replace my iWeb look no further this [TS]

00:41:13   this is the thing to do and and and if [TS]

00:41:16   anybody needs an emotion chip it's you [TS]

00:41:18   all right no absolutely [TS]

00:41:22   they might even be able to do something [TS]

00:41:23   more for you but at the very least [TS]

00:41:24   you'll get that that isn't and it is a [TS]

00:41:26   good discount all right so where was [TS]

00:41:31   that you were about to tell us Oh [TS]

00:41:33   during the know during the when you're [TS]

00:41:35   doing the sponsor I get to look at the [TS]

00:41:36   chat room a little bit and a couple of [TS]

00:41:38   people bring up 4k which is a resolution [TS]

00:41:42   for I think it's just for filming now [TS]

00:41:45   but anyway you can you can film it you [TS]

00:41:47   know he's got HD so 1080p HD right [TS]

00:41:50   that's the highest level the television [TS]

00:41:51   sets go now and finally pretty much any [TS]

00:41:53   televisions that you can buy unless it's [TS]

00:41:55   very small hmm it can do native 1080p [TS]

00:41:58   but for [TS]

00:41:59   is the next resolution step up it's like [TS]

00:42:01   four times a times as many pixels four [TS]

00:42:05   times as wide four times as high [TS]

00:42:07   I hope forget what 1080 is 1080 the the [TS]

00:42:09   height or the width resolution cat room [TS]

00:42:11   we'll know this in a second [TS]

00:42:14   so anyway 4k is I think the height goes [TS]

00:42:19   to 4k someone posted a link to the [TS]

00:42:20   Wikipedia page it says several different [TS]

00:42:22   resolutions actually qualifies [TS]

00:42:23   quote-unquote 4k so it's one of those [TS]

00:42:25   terms that's not entirely you know [TS]

00:42:28   nailed down but it's like for 4000 [TS]

00:42:32   actually what 4k seems to be the width [TS]

00:42:34   it's 4096 by 3112 and or by 4096 by 1714 [TS]

00:42:43   there's all sorts of different aspect [TS]

00:42:45   ratios and resolutions for 4k but the [TS]

00:42:47   point is it's many many more pixels than [TS]

00:42:49   1080p and people doing digital [TS]

00:42:52   filmmaking like making movies have been [TS]

00:42:54   moving to 4k just because 1080p is kind [TS]

00:42:57   of a low resolution if you're going to [TS]

00:42:58   blow it up onto a 60-foot screen you [TS]

00:43:01   know or like a even just a regular large [TS]

00:43:04   not imax or anything but just a large [TS]

00:43:05   rectangular regular movie screen 1080p [TS]

00:43:08   is kind of Dadi if you think about it [TS]

00:43:10   because we're all looking at monitors if [TS]

00:43:12   you have a 24-inch monitor or larger you [TS]

00:43:14   know you're looking at more than 1080p [TS]

00:43:16   or at least exactly 1080p now imagine [TS]

00:43:19   taking that monitor and putting it up in [TS]

00:43:21   a giant movie screen it starts to get a [TS]

00:43:22   little bit you know so they want [TS]

00:43:23   something that has high resident so 4k [TS]

00:43:25   is the next standard that varies camera [TS]

00:43:27   shooting and there have been television [TS]

00:43:28   sets demoed that's how we can display 4k [TS]

00:43:30   natively and something was saying that [TS]

00:43:32   if Apple wants to do some sort of [TS]

00:43:35   display technology that is that's enough [TS]

00:43:39   to make people say all I'm going to buy [TS]

00:43:40   this maybe they would be the first one [TS]

00:43:41   with a mass-market consumer 4k [TS]

00:43:43   television that I think it's something [TS]

00:43:44   the old Apple would do the old Apple [TS]

00:43:46   would say you know we're not just coming [TS]

00:43:47   out with a laptop or a kind of laptop [TS]

00:43:48   whose screen is amazing a look at you [TS]

00:43:50   know you're sick of all that ghosting on [TS]

00:43:52   your PC laptop look at this no ghosting [TS]

00:43:53   it's called active matrix people be [TS]

00:43:55   blown away and willing to pay huge sums [TS]

00:43:57   of money for it I don't think at Apple [TS]

00:44:00   today wants to sell millions and [TS]

00:44:01   millions of items there's no way they [TS]

00:44:02   can sell millions and millions of 4k [TS]

00:44:04   television sets and an Apple doesn't [TS]

00:44:08   even seem willing to offer that as a [TS]

00:44:09   product I wrote you know the there's no [TS]

00:44:11   reason that they couldn't have [TS]

00:44:12   fielded more models of iPod for example [TS]

00:44:15   like by this point they could say well [TS]

00:44:17   you know we'll introduce a new ipod that [TS]

00:44:19   has a Retina display or iPod iPad that [TS]

00:44:21   has a Retina display but it's going to [TS]

00:44:23   be hugely expensive and just the [TS]

00:44:24   high-end product Apple this doesn't seem [TS]

00:44:26   into that market these days there's [TS]

00:44:29   gonna be this one iPad everyone can buy [TS]

00:44:31   it and yes we could make a more [TS]

00:44:32   expensive version they'd much rather [TS]

00:44:33   push down they must rather make a [TS]

00:44:35   cheaper version and much about us say [TS]

00:44:36   how cheap can we make the 16 gig model [TS]

00:44:38   how cheap you know without compromising [TS]

00:44:40   quality without making it crappy without [TS]

00:44:42   putting on a worse screen or stuff like [TS]

00:44:43   that but they want to drive the price [TS]

00:44:45   down they don't want to say oh and for [TS]

00:44:47   the people who have disposable income [TS]

00:44:49   for your tiny percentage here is a [TS]

00:44:51   super-duper iPad the most they'll do is [TS]

00:44:53   you know here's a 64 gig model but even [TS]

00:44:55   that they could have fielded a 64 gig [TS]

00:44:57   model you know or 120 they could put a [TS]

00:44:59   128 gig most plenty of room in that iPad [TS]

00:45:00   to put in more memory chips but they're [TS]

00:45:01   just not interested in that so I don't [TS]

00:45:03   think they will come up with a 4k [TS]

00:45:04   television set so I don't think that [TS]

00:45:06   will be their selling proposition now [TS]

00:45:09   the selling proposition is getting to [TS]

00:45:12   before the break what what is it it's [TS]

00:45:14   going to make anyone buy this thing it [TS]

00:45:16   has to be about content it just has to [TS]

00:45:20   be and whether that content is [TS]

00:45:22   applications which is a valid [TS]

00:45:24   differentiator or just viewing content [TS]

00:45:27   it has to be a different or better deal [TS]

00:45:30   that you get with any of the existing [TS]

00:45:32   solutions including the current Apple TV [TS]

00:45:34   so first let start with applications [TS]

00:45:38   applications were were a big [TS]

00:45:40   differentiator for phones like people [TS]

00:45:41   bought why would you buy an iPhone even [TS]

00:45:43   obviously the first time I wasn't even [TS]

00:45:44   have apps for it right but once that app [TS]

00:45:46   thing came around I only started to get [TS]

00:45:48   rolling you know that there's an app for [TS]

00:45:50   that thing you'd see you know people who [TS]

00:45:52   don't know anything about Apple didn't [TS]

00:45:53   even know the first iPhone came out by [TS]

00:45:55   the time the App Store came out for the [TS]

00:45:57   iPhone their friends would be shown and [TS]

00:45:59   check out as appliques fart app look at [TS]

00:46:00   this thing looks like I'm drinking a cup [TS]

00:46:01   of beer when I tilt my iPhone isn't that [TS]

00:46:03   awesome like that as stupid as it is [TS]

00:46:05   that really got the ball rolling on the [TS]

00:46:07   iPhone it wasn't like oh it's a [TS]

00:46:09   touchscreen interface and it's magical [TS]

00:46:11   involved like if that's harder sell than [TS]

00:46:13   your friends seeing some cool app that [TS]

00:46:15   you have or a dumb app that you have [TS]

00:46:16   just a fart app anything right that gets [TS]

00:46:19   the ball rolling right so if Apple could [TS]

00:46:21   find some way to put applications on a [TS]

00:46:24   television set [TS]

00:46:26   you went over your friend's house and [TS]

00:46:27   instead of just watching TV you had the [TS]

00:46:29   ability to do app like stuff on there [TS]

00:46:30   that could be a differentiator the big [TS]

00:46:32   problem I think is that nobody knows and [TS]

00:46:34   I think including Apple how how do you [TS]

00:46:37   make apps work on a television senton [TS]

00:46:39   you keep your not going to be putting [TS]

00:46:41   your fingers on it I can tell you that [TS]

00:46:42   anybody stand in front of it swiping at [TS]

00:46:44   your televisions that not getting over [TS]

00:46:45   behind the entertainment center getting [TS]

00:46:47   fingerprints all over right so how does [TS]

00:46:49   that even work [TS]

00:46:50   and and Apple has not been so far a fan [TS]

00:46:55   of older input methods like there's no [TS]

00:47:00   reason the Apple couldn't have released [TS]

00:47:02   a official Bluetooth type device or [TS]

00:47:06   something that plugged into the iPod did [TS]

00:47:08   you know something probably plug into [TS]

00:47:10   the dock connector that gave you an [TS]

00:47:11   analog stick and buttons for gaming like [TS]

00:47:13   basically turns it into like a DS or PSP [TS]

00:47:16   right because that would make a lot of [TS]

00:47:19   games much easier oh you don't touch the [TS]

00:47:21   screen for this game this is a [TS]

00:47:22   traditional game here's a little d-pad [TS]

00:47:24   who's a little analog stick here's some [TS]

00:47:25   buttons and now suddenly we've opened up [TS]

00:47:27   the world of game is had No [TS]

00:47:28   it's touch screen we touch screen games [TS]

00:47:30   if a third party wants to try to sell [TS]

00:47:32   that stuff finally we'll open up the you [TS]

00:47:33   know you can you can third parties can [TS]

00:47:35   now make this product I think several of [TS]

00:47:36   them do actually exist but Apple is not [TS]

00:47:39   endorsing it and since it's such a small [TS]

00:47:41   percentage of people with iOS devices [TS]

00:47:43   who will ever buy that little d-pad [TS]

00:47:45   think people aren't designing games or [TS]

00:47:46   the games are designed for touch so I [TS]

00:47:48   don't think Apple would say well we [TS]

00:47:51   can't figure out how to way do apps on [TS]

00:47:53   this thing so we'll just have a [TS]

00:47:55   peripheral and it's like a directional [TS]

00:47:57   pad or it's like the Wii mode and we'll [TS]

00:47:58   build on the IR sensors or it's like the [TS]

00:48:00   PlayStation Move and it's you know [TS]

00:48:03   they'll track some sort of ball with the [TS]

00:48:04   camera that we build in or some way to [TS]

00:48:06   do stuff on that screen without touching [TS]

00:48:08   it or or just a regular controller like [TS]

00:48:10   an Xbox controller like a Pippin or [TS]

00:48:12   whatever because games are a big [TS]

00:48:13   application but if you can't touch a [TS]

00:48:15   screen and you don't have a mouse and [TS]

00:48:16   you don't have a keyboard [TS]

00:48:17   your choices are basically you know what [TS]

00:48:21   does everyone else done before in terms [TS]

00:48:22   of how do you interact with a television [TS]

00:48:23   without using one of those methods and [TS]

00:48:25   there's a whole menagerie of choices and [TS]

00:48:26   they've been getting better but I don't [TS]

00:48:27   think any of them are up to Apple [TS]

00:48:30   standards I don't think any of them [TS]

00:48:31   would be so compelling that they would [TS]

00:48:32   make applications great that you know [TS]

00:48:34   that you'd want to use absent because a [TS]

00:48:37   lot of people have apps on TVs mine [TS]

00:48:38   comes with some set of credi app [TS]

00:48:40   since Samsung televisions have their own [TS]

00:48:41   apps yeah some people have app stores [TS]

00:48:43   but it's like what do I do with this [TS]

00:48:44   what can I just play games like is it [TS]

00:48:48   just like an Xbox or a Wii or PS you [TS]

00:48:50   know a PlayStation no that's kind of [TS]

00:48:52   been done it's not revolutionary it's [TS]

00:48:54   Apple want to enter that market do they [TS]

00:48:55   want to make a game console that's a [TS]

00:48:57   whole other ball of wax and if you did [TS]

00:48:58   want to make one are you going to build [TS]

00:48:59   into the TV you know apps on the phone [TS]

00:49:02   work because because of the range of [TS]

00:49:04   things you can do with them it Maps [TS]

00:49:05   application is the fart app that silly [TS]

00:49:07   games new kinds of games Angry Birds [TS]

00:49:09   flicking little birds over right you can [TS]

00:49:11   do Angry Birds with the remote control [TS]

00:49:12   up up down pull back let you know that's [TS]

00:49:15   not as fun though it's not if the Angry [TS]

00:49:17   Birds doesn't take off because that you [TS]

00:49:18   don't want to sit down in front of TV [TS]

00:49:19   and do it if you can sit down in front [TS]

00:49:20   of TV and play a game you want it to be [TS]

00:49:23   either fun for the whole family like the [TS]

00:49:25   Wii wherever I can get a kick out of it [TS]

00:49:26   and it you know it's it's something new [TS]

00:49:28   and novel but we've kind of already done [TS]

00:49:30   that with the Wii and all the other [TS]

00:49:31   stuff or you want it to be like a game [TS]

00:49:34   game for like the hardcore gamers and [TS]

00:49:36   apples [TS]

00:49:37   I don't think interested in entering [TS]

00:49:38   that market because that market seems to [TS]

00:49:39   be on it on the decline mostly because [TS]

00:49:40   of Apple's touch games so I don't quite [TS]

00:49:42   see how apps are going to be the big [TS]

00:49:45   selling point of the television unless [TS]

00:49:46   they figure out the input issue and we [TS]

00:49:48   talked about Siri with Apple TV and [TS]

00:49:50   stuff that was an interface for watching [TS]

00:49:53   television shows and though that is a [TS]

00:49:55   much more limited world of things you [TS]

00:49:56   not it's not like a game or an [TS]

00:49:58   application or anything that you would [TS]

00:49:59   use on an iOS device where you need like [TS]

00:50:01   the full range of input and being able [TS]

00:50:03   to tap on things and drag them and swipe [TS]

00:50:05   them and enter texts and stuff like that [TS]

00:50:07   Siri for apple TV would only work [TS]

00:50:09   because mostly what you want to do is [TS]

00:50:11   tell it to put a show on and you sit [TS]

00:50:13   there and watch it [TS]

00:50:14   tell it to pause tell it to resume [TS]

00:50:15   whatever the world of things you want to [TS]

00:50:16   do they'd be emptied the numbers of [TS]

00:50:18   interactions are much smaller not like [TS]

00:50:21   using an app where you're constantly [TS]

00:50:22   using it right and any kind of apps [TS]

00:50:25   where you're not constantly use it like [TS]

00:50:26   book readers you're not going to read a [TS]

00:50:27   book on your television right so I think [TS]

00:50:30   apps are a good idea but not the kind of [TS]

00:50:33   apps that we talk about when we talk [TS]

00:50:36   about what made the the iPhone so great [TS]

00:50:38   not not games not you know there would [TS]

00:50:41   be games not fard apps because this is [TS]

00:50:43   not interesting not word processors GPS [TS]

00:50:46   map things I don't know what you know [TS]

00:50:48   all the kinds of apps that people use [TS]

00:50:49   every day on their iPhone so it has to [TS]

00:50:51   be a different kind of [TS]

00:50:52   so the content side the content mostly [TS]

00:50:57   what we're talking about is so you want [TS]

00:50:58   me to buy this thing and presumably [TS]

00:51:01   apples proposition would be buy this [TS]

00:51:04   thing and stop paying for one of those [TS]

00:51:06   things you're currently paying for stop [TS]

00:51:09   paying for cable stop paying for [TS]

00:51:10   satellite because we're going to offer [TS]

00:51:13   you the same stuff but in a more [TS]

00:51:14   attractive package and this gets the [TS]

00:51:17   stuff that John was talking about Gruber [TS]

00:51:18   was begging up the whole model of [TS]

00:51:20   there's a big stream of content coming [TS]

00:51:23   to your house and you have to sit down [TS]

00:51:26   in front of it and we decide when it's [TS]

00:51:28   on and if you want to subvert that you [TS]

00:51:29   can add another layer this that next [TS]

00:51:31   layer is a Google TV or a TiVo or DVR [TS]

00:51:33   where game comes into the house and you [TS]

00:51:36   buy this other device in this other [TS]

00:51:37   service that watches that stream [TS]

00:51:38   constantly and picks out the things that [TS]

00:51:40   you want so that you can come up to it [TS]

00:51:42   at a later point and watch stuff that [TS]

00:51:44   has aired when you weren't there time [TS]

00:51:46   shifting right changing it from a big [TS]

00:51:49   stream that you have to sit in front of [TS]

00:51:51   a certain times to be an experience more [TS]

00:51:53   like you picking and choosing what you [TS]

00:51:54   want to watch but it's it's another [TS]

00:51:56   layer on top of the existing service and [TS]

00:51:58   this is we recall episode number one [TS]

00:51:59   hypercritical this is what I so [TS]

00:52:01   desperately wanted Apple to build I [TS]

00:52:02   still want them to go I still want [TS]

00:52:03   someone to build is a really awesome [TS]

00:52:05   device that sits on top of all the [TS]

00:52:07   content that I'm already paying for and [TS]

00:52:09   changes it in a way that it will make me [TS]

00:52:13   like it better I can watch it whenever I [TS]

00:52:15   want I can record two things at once I [TS]

00:52:17   can't watch two shows at the same time [TS]

00:52:19   record four things at once with the TiVo [TS]

00:52:20   Oly premiere or whatever I want to have [TS]

00:52:22   a nice interface I want it to be smart I [TS]

00:52:24   wanted to say hey the US Open is on I [TS]

00:52:25   want to see every match of that record [TS]

00:52:27   the US Open I don't care what channel [TS]

00:52:29   it's on I don't care it's on espn2 at [TS]

00:52:30   night but then it switches CBS and then [TS]

00:52:32   the highlight show just record the US [TS]

00:52:33   Open you know all the Super Bowls coming [TS]

00:52:35   up record the Super Bowl I want to tell [TS]

00:52:37   that to Siri and have a record Super [TS]

00:52:38   Bowl as opposed to what I do now which [TS]

00:52:40   is go to TiVo and search for n:f no it's [TS]

00:52:45   not NFL su-yong is you never know what [TS]

00:52:49   the hell they're gonna tell the show and [TS]

00:52:50   the listings it's like it's the Super [TS]

00:52:52   Bowl is one show in the United States [TS]

00:52:54   that you'd have a big shiny red button [TS]

00:52:56   in the menu it should be record the [TS]

00:52:57   Super Bowl I don't know I want to get [TS]

00:53:00   into a Tebow rant again but like there [TS]

00:53:02   was a huge potential for people to do [TS]

00:53:06   like that better but then there was the [TS]

00:53:07   d8 conference that I talked about an [TS]

00:53:08   episode more of the show in the 2008 or [TS]

00:53:10   something like that when when Steve Jobs [TS]

00:53:14   onstage he basically said no we're not [TS]

00:53:15   gonna make a box like that just came [TS]

00:53:17   right out and said it so I don't things [TS]

00:53:18   I need to speculate about I don't think [TS]

00:53:19   Apple would make one of those devices he [TS]

00:53:21   just came out and said it no we don't [TS]

00:53:23   want to make one of those no again that [TS]

00:53:24   was years ago and he's not with the [TS]

00:53:25   company anymore so they could change [TS]

00:53:27   their mind I desperately want someone to [TS]

00:53:30   make one of those because I'm unhappy [TS]

00:53:31   with the progress t-bo's were making or [TS]

00:53:33   lack of progress all right but Apple [TS]

00:53:35   does not seem interested they don't want [TS]

00:53:37   to be a thing on top of the other stuff [TS]

00:53:39   it's kind of like if instead of the [TS]

00:53:41   iTunes Music Store they made something [TS]

00:53:43   like Radio shift where it was like a PVR [TS]

00:53:46   for radio where you attach it to analog [TS]

00:53:48   or your hybrid digital radio or even [TS]

00:53:51   like internet streaming radio and it [TS]

00:53:52   would watch the stream and record the [TS]

00:53:53   song as you wanted and then you can you [TS]

00:53:55   know that's not what they made they made [TS]

00:53:56   the iTunes Music Store it said don't go [TS]

00:53:58   to the music store anymore we're not [TS]

00:53:59   going to record the stream of music [TS]

00:54:01   coming out of the radio we are going to [TS]

00:54:03   replace those things with something we [TS]

00:54:04   think is better whenever you want come [TS]

00:54:06   you can sample the songs you know by an [TS]

00:54:08   individual songs that are buying an [TS]

00:54:09   album and it comes right from us and [TS]

00:54:11   we're not we're not a front end for Sam [TS]

00:54:13   Goody we're not a front end for Tower [TS]

00:54:14   Records we are not we're not buying from [TS]

00:54:16   Tower Records and selling it through to [TS]

00:54:18   you right and that's what you know [TS]

00:54:21   that's what Tebow is doing that's what [TS]

00:54:23   Google TV is trying to do all the things [TS]

00:54:25   it's a layer on top and I just really [TS]

00:54:27   want one of those for the reason we [TS]

00:54:28   discussed before is that I want to see [TS]

00:54:30   all those shows that are coming out of [TS]

00:54:31   the stream that I baibe subscribe to [TS]

00:54:33   files that's television over you know [TS]

00:54:34   Comcast or whatever I subscribe to [TS]

00:54:36   that's where all the content is and if [TS]

00:54:38   that's the only way I can get that [TS]

00:54:39   content then I have I would like a box [TS]

00:54:41   and sit in front of it and provide me [TS]

00:54:43   you know to make that better for me [TS]

00:54:45   right Apple has been trying to [TS]

00:54:47   circumvent that by saying well forget [TS]

00:54:48   about that stream like we will will sell [TS]

00:54:51   you a box and through that box you can [TS]

00:54:53   buy episodes or whole seasons of [TS]

00:54:55   television shows ok all right so maybe [TS]

00:54:56   you know some of them might not be on [TS]

00:54:58   like you can't watch them the night [TS]

00:54:59   they're on you go over to the next day [TS]

00:55:00   sorry about that [TS]

00:55:01   and some things may not be on there at [TS]

00:55:03   all and some things may come and go but [TS]

00:55:04   we'll provide access to Netflix and the [TS]

00:55:06   Netflix is fighting with the content [TS]

00:55:07   providers to say okay can we please [TS]

00:55:09   provide this a movie on streaming oh you [TS]

00:55:11   can't provide it on streaming until [TS]

00:55:12   we've had the blu-ray out for a year [TS]

00:55:14   sorry and you know it's just all these [TS]

00:55:16   horrible content deals but Apple has [TS]

00:55:18   been trying to [TS]

00:55:19   to get out from under them to try to [TS]

00:55:20   give you a compelling reason not to have [TS]

00:55:22   your regular television service anymore [TS]

00:55:25   but basically no one and I'm sorry the [TS]

00:55:29   Marco gets included and it gets it gets [TS]

00:55:30   a rounded out due to statistical [TS]

00:55:32   anomalies but in the grand scheme of [TS]

00:55:34   things in the United States anybody [TS]

00:55:36   nobody gets her if their cable just to [TS]

00:55:39   use Netflix and stuff now [TS]

00:55:40   listeners of the show is probably a huge [TS]

00:55:42   proportion of people said I finally cut [TS]

00:55:43   the cord I finally I love when people's [TS]

00:55:45   that I caught the cord I don't I cut the [TS]

00:55:46   cord I don't have cable TV anymore I [TS]

00:55:49   just watch everything on Netflix well I [TS]

00:55:51   have bad news for you about where the [TS]

00:55:52   Netflix come from it comes from a cord [TS]

00:55:54   right [TS]

00:55:55   often from the same company that you [TS]

00:55:56   were previously playing television but [TS]

00:55:57   anyway the point is stop paying for your [TS]

00:55:59   television subscription from satellite [TS]

00:56:00   from from comcast from whoever and just [TS]

00:56:04   do the ala carte thing whether that's [TS]

00:56:05   Netflix streaming where you pay a [TS]

00:56:06   monthly fee you say I'm happy to watch [TS]

00:56:08   just whatever is on Netflix streaming or [TS]

00:56:11   you do when I'm interested in movie I'll [TS]

00:56:13   buy it from iTunes and watch it people [TS]

00:56:15   who can get by like that that's great [TS]

00:56:17   for them and they find it much [TS]

00:56:18   preferable to paying 60 $80 a month when [TS]

00:56:21   said they can pay you know 20 or 30 [TS]

00:56:23   dollars just to watch the things they [TS]

00:56:24   want when they want them but for the [TS]

00:56:26   vast majority of people the content [TS]

00:56:28   simply isn't there yet and it isn't [TS]

00:56:29   there for a good reason it's not it's [TS]

00:56:31   not there because the content owners [TS]

00:56:32   don't want it to be there because the [TS]

00:56:34   whole value chain involved in delivering [TS]

00:56:35   that to you through cable companies [TS]

00:56:37   those deals are you know it's too much [TS]

00:56:40   power in too few companies and it also [TS]

00:56:43   has to do with the fact that this as few [TS]

00:56:45   cable companies there are there's lots [TS]

00:56:47   of regional differences so it's not like [TS]

00:56:48   one big hammer that you can bring down [TS]

00:56:50   even cellphone networks are better where [TS]

00:56:51   you basically just only got four big [TS]

00:56:53   players in the US but the number of [TS]

00:56:54   cable companies in the u.s. is much [TS]

00:56:56   larger than four and in the whole world [TS]

00:56:57   it's even worse so Apple is kind of [TS]

00:56:59   dealt with that with with cell phones by [TS]

00:57:02   partnering with a bazillion different [TS]

00:57:04   cell phone providers in every country [TS]

00:57:05   you know the people in the u.s. just [TS]

00:57:07   don't know are four but there's millions [TS]

00:57:08   of cell phone providers they've dealt [TS]

00:57:10   with that business elsewhere well it's [TS]

00:57:12   even worse for television and we just [TS]

00:57:15   can't you know Apple and everybody [TS]

00:57:17   Netflix everybody just cannot wrench [TS]

00:57:19   control of that content from the people [TS]

00:57:22   who currently make money karma because I [TS]

00:57:23   don't want to give it up why would [TS]

00:57:24   Comcast what you know who they're not [TS]

00:57:26   going to say oh you you know whoever's [TS]

00:57:28   got the contracts for airing NFL games [TS]

00:57:31   are airing local Yankees games or [TS]

00:57:32   whatever they don't [TS]

00:57:33   give that contract up they want it to be [TS]

00:57:34   exclusive that we have exclusive right [TS]

00:57:36   to air Yankees games in New York metro [TS]

00:57:37   area there's no way in hell they're [TS]

00:57:38   gonna they're gonna say okay [TS]

00:57:40   well next time we renegotiate we'd [TS]

00:57:41   really like to sell Yankees games to all [TS]

00:57:43   this is differently the MLB app kind of [TS]

00:57:45   has rights of everything baby Yankees [TS]

00:57:46   are a bad example I don't know about [TS]

00:57:47   sports to say this but anything any [TS]

00:57:49   television show or any type of thing [TS]

00:57:50   like that the people who are currently [TS]

00:57:52   making money for it don't want other [TS]

00:57:53   people to be able to make money for it [TS]

00:57:54   especially if the goal of other people [TS]

00:57:56   is to make customers stop subscribing to [TS]

00:57:58   television right and so the the great [TS]

00:58:01   white hope of the Apple television set [TS]

00:58:05   has almost nothing to do with the [TS]

00:58:06   television set almost no new technology [TS]

00:58:08   and everything to do with will they [TS]

00:58:11   magically come on stage and say we have [TS]

00:58:14   reached a critical mass of content we've [TS]

00:58:16   got local news we've got your local [TS]

00:58:17   sports team we've got the NFL we've got [TS]

00:58:20   Major League Baseball we've got all your [TS]

00:58:22   shows [TS]

00:58:23   we've got first-run movies this the [TS]

00:58:25   second they come out in the theater you [TS]

00:58:27   can watch them on on your television [TS]

00:58:28   like all sorts of fantasy scenarios [TS]

00:58:30   where it would suddenly make a whole [TS]

00:58:32   bunch of people say I'm not paying 80 [TS]

00:58:35   bucks for Comcast a month anymore I'm [TS]

00:58:37   going to buy this Apple television set [TS]

00:58:39   and just buy Internet access from [TS]

00:58:41   Comcast [TS]

00:58:42   which is kind of a shame that you do the [TS]

00:58:44   same company still gets to sell your [TS]

00:58:45   internet access because apples not on [TS]

00:58:47   that business right and I'll watch [TS]

00:58:48   everything on my Apple television set [TS]

00:58:50   because it's cheaper it's all a cart I [TS]

00:58:52   can watch it whenever I want I don't [TS]

00:58:54   have to wait like if the current new [TS]

00:58:56   episode of Fringe is on I can watch it [TS]

00:58:58   when everyone else is watching it uh but [TS]

00:59:00   my TV doesn't have to record it if I [TS]

00:59:02   come in an hour later and I want to [TS]

00:59:03   watch Fringe now or later it's ready for [TS]

00:59:05   me because Apple's got them day and date [TS]

00:59:06   you know when they air on the television [TS]

00:59:07   set uh and slowly that model you know [TS]

00:59:10   Apple want that model to fade away and [TS]

00:59:12   it's just like well we do a lot of [TS]

00:59:14   Fringe every week and it comes out of [TS]

00:59:15   like midnight you know Eastern Time so [TS]

00:59:17   if you were crazy you know that no [TS]

00:59:18   longer a scheduled stream of shows and [TS]

00:59:21   no longer constant the primetime but [TS]

00:59:22   merely a big ala carte menu of things [TS]

00:59:24   you can choose to watch uh that I think [TS]

00:59:26   would get people to buy an Apple [TS]

00:59:28   television set but I also think that's [TS]

00:59:29   that's not going to happen there's just [TS]

00:59:32   no way that Apple can get a critical [TS]

00:59:33   mass of television shows though now they [TS]

00:59:36   could do the foot-in-the-door thing [TS]

00:59:37   where they say okay currently there's X [TS]

00:59:39   percentage of people in the US who only [TS]

00:59:41   subscribe to Netflix or only watch [TS]

00:59:43   iTunes stuff on Apple TV [TS]

00:59:46   we double that percentage make it from [TS]

00:59:48   point O 1% to 0.02 percent you know a [TS]

00:59:51   little bit at a time we'll get a few [TS]

00:59:53   more shows weed a little more that's the [TS]

00:59:54   thing that the Gruber was talking about [TS]

00:59:55   where he was saying the future of [TS]

00:59:57   television not channels but apps right [TS]

00:59:58   so you've got the MLB app [TS]

00:59:58   so you've got the MLB app [TS]

01:00:00   all right and if you've got the [TS]

01:00:01   Bloomberg TV app or to get the NFL app [TS]

01:00:03   instead of having channels have apps [TS]

01:00:05   that that's it's a strange way to to [TS]

01:00:09   reimagine television as a series of [TS]

01:00:11   applications I think that's not really [TS]

01:00:14   an appropriate model kind of like when [TS]

01:00:17   you set books in the App Store and each [TS]

01:00:19   book was an individual application [TS]

01:00:21   that's not the way to do that right the [TS]

01:00:22   iBook store Kindle Store [TS]

01:00:25   you know iBook store is the best example [TS]

01:00:26   because at least you can buy the thing [TS]

01:00:27   from within the app that's a better way [TS]

01:00:31   to do it ensuring intern app isn't great [TS]

01:00:33   but the concept is the same that the [TS]

01:00:34   people who own these contents would [TS]

01:00:36   decide we're going to invest in making [TS]

01:00:39   an application or whatever you have to [TS]

01:00:41   make so that our content is available to [TS]

01:00:43   IRS users or two people two users of [TS]

01:00:45   this new Apple TV set and they're [TS]

01:00:48   already doing you know the MLB app and [TS]

01:00:49   stuff in the end the Bloomberg app [TS]

01:00:50   they're already doing that for iOS [TS]

01:00:51   devices a couple people have said well [TS]

01:00:55   what if they just build in like a little [TS]

01:00:57   Apple TV box and you airplay them from [TS]

01:00:59   the devices you can already get them at [TS]

01:01:00   so that I think that's not the seamless [TS]

01:01:02   integrated experience that Steve Jobs [TS]

01:01:04   was describing in that thing especially [TS]

01:01:06   with the syncing with iCloud everything [TS]

01:01:08   I think he wants you to sit down I don't [TS]

01:01:09   think he wants you to pull up your iPad [TS]

01:01:10   or your iPod touch and airplay stuff [TS]

01:01:12   over that by launching the NFL app I [TS]

01:01:14   think he wants you to sit down in front [TS]

01:01:15   of the thing and be able to see [TS]

01:01:16   everything that's available including [TS]

01:01:17   things that are currently happening now [TS]

01:01:19   assuming they have live TV and choose [TS]

01:01:21   from that I don't think he wants you to [TS]

01:01:23   bring a menagerie of other devices close [TS]

01:01:26   to your dumb relatively dumb television [TS]

01:01:28   set and airplay them onto it just like [TS]

01:01:30   you would onto a television with a Apple [TS]

01:01:32   TV right now [TS]

01:01:33   so so I'm kind of on the other thing is [TS]

01:01:39   where he's got the I cracked it quote a [TS]

01:01:41   nice eikaiwa finally figured out where [TS]

01:01:43   yeah I'm sure he thinks that I'm sure he [TS]

01:01:47   thought the same thing when he made the [TS]

01:01:48   iPod hi-fi right the number of things [TS]

01:01:51   that he's been excited about and it [TS]

01:01:52   thinks he's probably cracked the problem [TS]

01:01:53   it's not a guarantee that he has right [TS]

01:01:56   or that Apple has or that you know they [TS]

01:01:59   tried out and didn't actually work he [TS]

01:02:00   may be excused excited about a lot of [TS]

01:02:02   things but a lot but you know only some [TS]

01:02:04   of those things are successful in the [TS]

01:02:06   market and I think the things that he's [TS]

01:02:08   excited about have always been filtered [TS]

01:02:09   through the lens of the rest of the [TS]

01:02:11   company being [TS]

01:02:13   or against it I haven't gotten I'm still [TS]

01:02:14   about like a quarter of the way through [TS]

01:02:16   the book so I haven't gotten to the [TS]

01:02:17   later chapters but all the elite things [TS]

01:02:19   I've seen on the web made me think that [TS]

01:02:22   later you'll see instances where Steve [TS]

01:02:24   Jobs is either not for or adamantly [TS]

01:02:27   against a move that we all think was [TS]

01:02:28   brilliant it turned out to be really [TS]

01:02:31   important for the company because Steve [TS]

01:02:34   Jobs is not the company is not just one [TS]

01:02:35   person so we see the successes of Apple [TS]

01:02:38   and occasionally you know things that [TS]

01:02:39   sneak through there aren't successes but [TS]

01:02:40   who knows how many things that he's been [TS]

01:02:42   excited about internally that were [TS]

01:02:43   really dumb and would not have worked or [TS]

01:02:44   things that he opposed it turned out to [TS]

01:02:46   be awesome right I don't want to cite [TS]

01:02:48   specific examples then again I've gotten [TS]

01:02:50   at that point in the book but when he [TS]

01:02:53   says that he thinks there's an interface [TS]

01:02:54   that's really awesome I'm sure he does [TS]

01:02:56   think it's awesome but he's not the [TS]

01:02:58   average consumer and as the things that [TS]

01:03:02   he finds awesome diverge from the things [TS]

01:03:03   that regular people find awesome that [TS]

01:03:05   the success rate of the products go down [TS]

01:03:07   like I'm sure he did replace his stereo [TS]

01:03:09   with an iPod hi-fi but the rest of the [TS]

01:03:12   world didn't right or the g4 cube for [TS]

01:03:14   another example he thought it was so [TS]

01:03:15   awesome would definitely be worth that [TS]

01:03:16   amount of money the rest of the world [TS]

01:03:18   disagreed but the iPhone really was [TS]

01:03:21   awesome enough that people you know [TS]

01:03:23   hooked onto it so I'm not so convinced [TS]

01:03:27   that just because Steve Jobs is excited [TS]

01:03:28   about this and they finally solve the [TS]

01:03:30   problem for Apple television that it's [TS]

01:03:31   going to be a big big deal and the way [TS]

01:03:33   to check for this is to see when the [TS]

01:03:34   hobby light goes off right you know [TS]

01:03:37   Apple TV is just hobby they're [TS]

01:03:38   constantly lowering expectations you [TS]

01:03:40   know we're not going to sell as many of [TS]

01:03:42   these as we sell iOS devices we haven't [TS]

01:03:45   figured out a way to make money we're [TS]

01:03:46   not expecting people to immediately [TS]

01:03:49   cancel their cable television and just [TS]

01:03:51   buy Apple TVs because they didn't a lot [TS]

01:03:53   of people bought them more people than [TS]

01:03:54   when it was 300 bucks but they didn't [TS]

01:03:57   they didn't replace their television [TS]

01:03:59   sets with them so if Apple comes out [TS]

01:04:01   with television set in Steve Jobs saying [TS]

01:04:02   I cracked it I think he thinks that when [TS]

01:04:06   they feel the product that incorporates [TS]

01:04:08   these things that he thinks are so [TS]

01:04:09   awesome it's going to do much much [TS]

01:04:11   better than the existing Apple TV like [TS]

01:04:14   it's going to it's going to sell in more [TS]

01:04:15   numbers it's going to make the more [TS]

01:04:16   money it's going to be the start of [TS]

01:04:18   something big and the ways to do that as [TS]

01:04:20   you can you can start a platform you can [TS]

01:04:21   sell applications for it or you can make [TS]

01:04:23   it you can finally start stealing [TS]

01:04:25   customers from cable [TS]

01:04:26   and the final part about stealing [TS]

01:04:28   costumes from cable and make as I [TS]

01:04:29   mentioned before is that most people get [TS]

01:04:31   their internet access through the cable [TS]

01:04:32   companies now and the same people who [TS]

01:04:35   sell in television those people want to [TS]

01:04:36   sell you telephone television and [TS]

01:04:38   Internet access [TS]

01:04:39   and if it turns out that people suddenly [TS]

01:04:42   start buying Apple TV the Apple stole it [TS]

01:04:43   the mercy of those people because those [TS]

01:04:45   people can say oh so you don't want to [TS]

01:04:46   do our triple play which they all call [TS]

01:04:48   it you know phone television or whatever [TS]

01:04:49   you just want to have internet access or [TS]

01:04:51   Internet access and phone all right so [TS]

01:04:53   the price for that will actually be more [TS]

01:04:54   expensive than what you're doing now you [TS]

01:04:57   know or the price from that will be five [TS]

01:04:59   dollars less than what you're doing now [TS]

01:05:00   but oh you know once you get out of our [TS]

01:05:01   triple everything you know they can do [TS]

01:05:03   so many things with the pricing not even [TS]

01:05:05   getting into the whole conspiracy theory [TS]

01:05:07   of like they're going to slow down [TS]

01:05:08   traffic to the Apple special Apple [TS]

01:05:09   television set if they can tell it's a [TS]

01:05:11   Netflix they're gonna you know throttle [TS]

01:05:13   it or that the whole dough shenanigans [TS]

01:05:15   which they get into trouble for with for [TS]

01:05:17   the sec and all that you know lobbyist [TS]

01:05:19   business even ignoring it they can just [TS]

01:05:21   say fine we're just gonna we're just you [TS]

01:05:23   know if you don't buy a triple play it's [TS]

01:05:24   actually more expensive you so you might [TS]

01:05:26   as well just get this thing and now [TS]

01:05:27   don't you feel dumb connecting a [TS]

01:05:29   television that's can't even read the [TS]

01:05:30   Cape the cable television shows that [TS]

01:05:32   you're getting especially if Apple [TS]

01:05:33   doesn't come out of the gate with 100 [TS]

01:05:34   percent solution like well I can watch [TS]

01:05:36   most things on my new Apple TV set but [TS]

01:05:38   when I want to watch this particular [TS]

01:05:40   show I have to watch on HBO I [TS]

01:05:42   that's bad example because I have an app [TS]

01:05:44   but you know are whatever the show is I [TS]

01:05:46   have to watch a Doctor Who on BBC [TS]

01:05:49   America unless I want to wait a day [TS]

01:05:50   after it aired and I don't like waiting [TS]

01:05:52   a day so I really don't want to buy TV [TS]

01:05:54   that can't even show the stuff in that [TS]

01:05:56   cable box is putting out well why don't [TS]

01:05:57   you just cancel the cable box and you [TS]

01:05:58   will be tempted well they'll charge me [TS]

01:05:59   more so this is a tough tough nut to [TS]

01:06:02   crack to crack there and that's why I [TS]

01:06:05   think everyone keeps going towards [TS]

01:06:06   applications because that's that's [TS]

01:06:07   something that the cable companies don't [TS]

01:06:09   have an answer for or it's like all the [TS]

01:06:11   reason I want the Apple TV is because it [TS]

01:06:12   runs apps and they're awesome for some [TS]

01:06:13   reason that none of us can can think of [TS]

01:06:16   but it's something that's not answerable [TS]

01:06:18   the cable companies are not going to [TS]

01:06:19   field an app store the cable companies [TS]

01:06:20   cannot make a platform like iOS they [TS]

01:06:23   cannot recruit develop as they simply [TS]

01:06:24   cannot like technically it's possible [TS]

01:06:26   but realistically that's so far from [TS]

01:06:28   their competency whatever their company [TS]

01:06:30   sees maybe it just forget it's not gonna [TS]

01:06:33   happen so I've got I've got a question [TS]

01:06:35   for you about this and hang on let's do [TS]

01:06:36   our second sponsor its tiny letter com [TS]

01:06:39   this is a great this is a simple [TS]

01:06:41   newsletter app for people with something [TS]

01:06:42   to say there are no to HTML templates [TS]

01:06:45   there's no sign up embed code there's no [TS]

01:06:47   API each account it's just one mailing [TS]

01:06:51   list you just write and send it's simple [TS]

01:06:54   it's personal and best of all it's [TS]

01:06:57   totally free how do you how do you get [TS]

01:07:00   this you go to tiny letter com you sign [TS]

01:07:02   up you start writing that's it [TS]

01:07:04   tiny letter dot-com simple could it be [TS]

01:07:07   easier that I don't think it could be I [TS]

01:07:09   like the name it reminds me a tiny wing [TS]

01:07:11   tiny wings tiny wing I never know if [TS]

01:07:13   it's plural or singular I think it's [TS]

01:07:14   singular so much like him tiny letter [TS]

01:07:16   com not tiny wing they did not sponsor [TS]

01:07:19   shame on them but tiny letter did it's [TS]

01:07:21   also a cute name so what if Apple really [TS]

01:07:24   doesn't care how often people buy these [TS]

01:07:28   things because again this is the biggest [TS]

01:07:30   argument the biggest strike against this [TS]

01:07:31   which is your your getting to this or [TS]

01:07:34   you actually address this to some degree [TS]

01:07:36   look at your cinema display sitting on [TS]

01:07:38   your desk I'm assuming you don't you [TS]

01:07:41   don't use anything but a cinema display [TS]

01:07:42   at home you are correct so how old is [TS]

01:07:47   this I'm looking at the 23 inch aluminum [TS]

01:07:51   with the white sides right and previous [TS]

01:07:54   to that I had the 22 inch with the [TS]

01:07:57   moment to clear legs now this one that I [TS]

01:08:00   have here I believe is the 24 inch LED [TS]

01:08:04   they didn't do a smaller than the 24 LED [TS]

01:08:06   did they ah I think that was the first [TS]

01:08:11   LED when is also the first glass front [TS]

01:08:13   yeah I think that was the first LED back [TS]

01:08:14   was own yeah I still consider this Monta [TS]

01:08:17   screen to be new to me this is the new [TS]

01:08:20   display and I bought this the instant [TS]

01:08:22   that those things came out uh you know [TS]

01:08:27   it this is still my new one yeah and [TS]

01:08:30   think like does it look worse than it [TS]

01:08:32   did when your first look the same [TS]

01:08:33   because it's an LED in theory it should [TS]

01:08:35   never fade it should never you know get [TS]

01:08:37   dim or anything looks great [TS]

01:08:38   it looks beautiful I love it and I can [TS]

01:08:41   come up with no reason why I would want [TS]

01:08:44   to replace this right now I can't think [TS]

01:08:45   of a reason why the new ones are simply [TS]

01:08:49   too large they're ridiculous they're [TS]

01:08:50   embarrassing [TS]

01:08:51   [Music] [TS]

01:08:52   and now here come the emails from people [TS]

01:08:54   well I need them because it will find [TS]

01:08:56   then if you need to get it for me this [TS]

01:08:57   is perfect I have no I have no plans to [TS]

01:09:01   ever replace this thing until it dies [TS]

01:09:03   and the TV that we have in the other [TS]

01:09:08   room we've got to believe it's a 46-inch [TS]

01:09:10   samsung TV we've talked about this a [TS]

01:09:13   little bit same situation there until [TS]

01:09:16   that thing until that thing dies and [TS]

01:09:18   stops working completely I have no plans [TS]

01:09:22   to replace that I'm almost embarrassed [TS]

01:09:24   that we have such a large TV in our [TS]

01:09:27   house and and it's it's fine it's plenty [TS]

01:09:33   big it's a good TV I I have no need to [TS]

01:09:35   replace it now I'll say this if Apple [TS]

01:09:37   came out with with an Apple television [TS]

01:09:40   set I would buy it because we anticipate [TS]

01:09:45   that it would do all the things that you [TS]

01:09:46   mentioned it would have to do well [TS]

01:09:48   no but which of those things would be [TS]

01:09:50   enough for you to buy it because I [TS]

01:09:51   already said that like I don't think [TS]

01:09:53   they can ever get enough content to make [TS]

01:09:56   people switch it you still have a cable [TS]

01:09:58   subscription right unfortunately I do [TS]

01:09:59   right and so are you like kind of on [TS]

01:10:02   just on the edge of being able to ditch [TS]

01:10:04   that cable do you think not oh well [TS]

01:10:05   no way not even close yeah so it would [TS]

01:10:08   take us in your more closer to the [TS]

01:10:09   mainstream that it would take a [TS]

01:10:11   substantial amount of content for you to [TS]

01:10:13   flip over like there's some things you [TS]

01:10:14   need like you need NFL I guess and [TS]

01:10:16   certain other shows that you wouldn't [TS]

01:10:18   want to wait until the day after to [TS]

01:10:19   watch Fringe or whatever right well and [TS]

01:10:21   here here's the thing I have ditched [TS]

01:10:24   cable and we did it I've done that twice [TS]

01:10:28   now where we went a period of time [TS]

01:10:31   whether it was a month or a few months [TS]

01:10:32   without it and you know maybe maybe if [TS]

01:10:37   you don't have kids [TS]

01:10:38   ah it's it's easier to do that maybe if [TS]

01:10:43   you don't have kids and you don't kit [TS]

01:10:44   you don't care about sports and you [TS]

01:10:47   don't [TS]

01:10:48   there aren't television shows that you [TS]

01:10:51   enjoy watching when their new mom Marco [TS]

01:10:53   had to had three out of three of those [TS]

01:10:55   but something's gonna have two out of [TS]

01:10:56   three now see if that changes there are [TS]

01:10:58   a lot of people who will say that we [TS]

01:11:00   don't like for our kids to watch regular [TS]

01:11:02   TV anyway we like to I won't use the [TS]

01:11:04   word control [TS]

01:11:05   but we like to strongly influence what [TS]

01:11:08   our kids watch and we provide them with [TS]

01:11:10   the programming of our choice or then [TS]

01:11:12   you have the the the real the people who [TS]

01:11:14   really look down your their nose again [TS]

01:11:17   say well our kids don't watch TV well [TS]

01:11:20   see the thing is on that particular [TS]

01:11:22   topic having cable which I've always had [TS]

01:11:24   and never even thought of ditching [TS]

01:11:25   somebody from my own needs I have too [TS]

01:11:27   many shows that I want to watch that and [TS]

01:11:28   I want to watch them day out because I'm [TS]

01:11:29   stickler right so but my children have [TS]

01:11:32   never ever just watched television [TS]

01:11:34   quote-unquote as and sitting down in [TS]

01:11:36   front of it and they don't know channels [TS]

01:11:37   exist the only things they watch are [TS]

01:11:39   things that I record on the DVR for them [TS]

01:11:42   that's all they have to choose from [TS]

01:11:43   that's it [TS]

01:11:44   movies that I buy and television shows [TS]

01:11:46   that I record so for example my son it's [TS]

01:11:48   easier for the first child to think for [TS]

01:11:50   his first several years of life he only [TS]

01:11:53   ever watched educational programming [TS]

01:11:55   from PBS like that's the only shows he [TS]

01:11:57   knew existed and as he gets older it's [TS]

01:12:00   hard to like hold the line enough [TS]

01:12:01   because kids want to watch he wants to [TS]

01:12:03   watch Star Wars the Clone Wars which was [TS]

01:12:04   not educational and so you know when [TS]

01:12:06   he's like five I let him watch his first [TS]

01:12:08   non educational program but the second [TS]

01:12:09   kid she sees him watching Clone Wars and [TS]

01:12:11   you know something she wants to watch [TS]

01:12:12   itself like it but still it shows that I [TS]

01:12:14   select it's not which is why for example [TS]

01:12:16   they've never seen spongebob neither [TS]

01:12:17   live because I'm I don't think that's a [TS]

01:12:19   good show alright so you can have a [TS]

01:12:22   cable subscription and still 100% [TS]

01:12:25   control every piece of media to your [TS]

01:12:27   children see how long they see it what [TS]

01:12:29   they see everything about it you just [TS]

01:12:31   have a larger menu of things to choose [TS]

01:12:33   from as we got like 70 PBS stations so I [TS]

01:12:35   can just a thing up to like save save at [TS]

01:12:38   the most 8 episodes of you know Super [TS]

01:12:41   Why and just always had that queue [TS]

01:12:43   rotating a new episode so any television [TS]

01:12:46   the house that can go to they can go up [TS]

01:12:48   there and pick one of the shows that [TS]

01:12:50   we've said is acceptable for them and [TS]

01:12:52   just watch them right so you what you're [TS]

01:12:54   saying is you can still control that's [TS]

01:12:56   not you don't just because you have the [TS]

01:12:57   big fire hose doesn't mean you ever need [TS]

01:12:59   to have anyone sit in front of it [TS]

01:13:00   children or adults right so even even [TS]

01:13:04   the people at anyway those are the three [TS]

01:13:06   criteria that I would say have brought [TS]

01:13:10   us back one of the big ones is you know [TS]

01:13:12   when a new episode of Boardwalk Empire [TS]

01:13:14   comes out you know what I'd like to [TS]

01:13:16   watch that I don't I don't necessarily [TS]

01:13:18   want to weigh [TS]

01:13:19   until the entire season is available to [TS]

01:13:21   be downloaded on iTunes I don't download [TS]

01:13:24   them illegally through the torrents or [TS]

01:13:27   whatever I did you know that's that's [TS]

01:13:29   extra trouble I don't need [TS]

01:13:30   I'll pay money so that they're there and [TS]

01:13:33   available when I want them to be for [TS]

01:13:35   example and that that's just one of a [TS]

01:13:36   handful of shows I we actually don't [TS]

01:13:38   watch the adults in the house don't [TS]

01:13:41   watch a whole lot of TV and a lot of [TS]

01:13:44   what we do watch comes from Netflix via [TS]

01:13:46   the Apple TV a lot of what we do watch [TS]

01:13:48   our programs that we've DVR'd the only [TS]

01:13:51   live TV that I personally watch really [TS]

01:13:55   ever our sporting events you know I [TS]

01:13:57   watched I watched Major League Baseball [TS]

01:13:59   I watch NFL I'm aware that there are [TS]

01:14:02   some other sports out there and I don't [TS]

01:14:04   really watch them I do watch golf [TS]

01:14:05   sometimes so you know for somebody like [TS]

01:14:10   me I don't I don't even want I don't [TS]

01:14:11   really even want to watch a sporting [TS]

01:14:12   event DVR'd [TS]

01:14:13   I would rather miss the first half and [TS]

01:14:15   watch alive it's just the way I am or [TS]

01:14:17   catch up really fast if I have to uh so [TS]

01:14:20   for somebody like me you know ditching [TS]

01:14:21   cable yes there yes I could get like an [TS]

01:14:24   antenna or I could you get the very most [TS]

01:14:26   basic cable or I could keep the coax [TS]

01:14:28   plugged into the television and use it [TS]

01:14:31   as an antenna and okay you know like I [TS]

01:14:33   get all that and in fact yes I've done [TS]

01:14:35   that I've tried that I've done that and [TS]

01:14:36   the experience was not what we wanted [TS]

01:14:39   and it created more hassle and other [TS]

01:14:43   people looking for a slub a better [TS]

01:14:45   situation because yeah we all you know [TS]

01:14:46   if you could just snap your finger say [TS]

01:14:48   what would I want I would obviously [TS]

01:14:49   people have to produce content so we [TS]

01:14:51   understand that there will be delay in [TS]

01:14:53   producing content we don't want to say [TS]

01:14:54   like I want to see the whole Doctor Who [TS]

01:14:55   season right on day one will they have [TS]

01:14:57   to make the shows so there will always [TS]

01:14:58   be some sort of time stream release of [TS]

01:15:02   content right but beyond what is [TS]

01:15:04   necessary for the creation of the [TS]

01:15:05   content and maybe what is necessary for [TS]

01:15:07   the idea of doling it out slowly so that [TS]

01:15:09   it's not you know so they're all your [TS]

01:15:11   friends haven't watched the entire [TS]

01:15:12   season of Doctor Who on the first day of [TS]

01:15:14   is they stayed up all night and once [TS]

01:15:15   there's hours of TV right right but [TS]

01:15:17   beyond simply doling stuff out as a [TS]

01:15:19   periodical everything else we just said [TS]

01:15:21   I just want to want to watch it when I [TS]

01:15:23   want to watch it I don't want any [TS]

01:15:24   commercials like we all know what our [TS]

01:15:25   demands are it's just how well are the [TS]

01:15:27   products serving our needs so for us to [TS]

01:15:29   buy a different product or do a [TS]

01:15:31   different thing we want it to be [TS]

01:15:32   better for us not worse and so you've [TS]

01:15:34   tried the cable thing and for the [TS]

01:15:35   content that you wanted it was more of a [TS]

01:15:37   hassle so you go back right and and to [TS]

01:15:40   the degree that Apple can get critical [TS]

01:15:42   mass of content that changes people [TS]

01:15:45   minds about that that's that's how many [TS]

01:15:47   consumers they can get and now it's the [TS]

01:15:49   convincing factor too but once you see [TS]

01:15:50   your friends like I ditched it and I'm [TS]

01:15:52   you know I would never ditch real cable [TS]

01:15:54   but I actually ditched cable for this [TS]

01:15:55   Apple thing because they have enough [TS]

01:15:57   content that it's finally crossed my [TS]

01:15:58   threshold and we all have our own [TS]

01:16:00   thresholds of what things we want to see [TS]

01:16:01   right I so but I think that there's no [TS]

01:16:05   way they can have enough content to come [TS]

01:16:07   out of the gate and and sell a lot of [TS]

01:16:09   Apple TVs based on the content deals now [TS]

01:16:11   when you were saying before I think is [TS]

01:16:12   that also what so what what if they want [TS]

01:16:14   to come out and do the slow burn like [TS]

01:16:15   you look at the iPod growth there was a [TS]

01:16:17   slow burn it was Mac only it was this [TS]

01:16:20   weird thing even Mac users didn't know [TS]

01:16:21   what to think of it for the first year [TS]

01:16:23   or two or three of the iPod it wasn't [TS]

01:16:25   you know it was like it didn't do a [TS]

01:16:26   hockey stick in me it didn't do like the [TS]

01:16:28   iPad where it comes out of the gate and [TS]

01:16:29   just they sell them like crazy it's like [TS]

01:16:30   hotcakes right that so if they don't if [TS]

01:16:33   they come out with this thing and it's [TS]

01:16:35   only and content is their angle they're [TS]

01:16:37   not going with like apps because they [TS]

01:16:38   haven't figured out some awesome way to [TS]

01:16:39   deal with like traditional applications [TS]

01:16:41   or games in a way that's nice [TS]

01:16:42   and only a few people buy it because [TS]

01:16:45   like it you there they crossed over like [TS]

01:16:47   why don't you other people's threshold [TS]

01:16:48   for acceptability of content and then [TS]

01:16:50   the next year they get a few more deals [TS]

01:16:51   and the next year they get a few more [TS]

01:16:52   deals like they could do that slow burn [TS]

01:16:54   type thing but unless they keep labeling [TS]

01:16:57   it as a hobby [TS]

01:16:58   they're gonna get slammed by everybody [TS]

01:17:01   if they do that in terms of like you [TS]

01:17:03   know Apple no one's comes out and says [TS]

01:17:04   well Apple TV's a failure you know [TS]

01:17:06   because they were so it's a hobby you [TS]

01:17:07   know it's not a big deal we make money [TS]

01:17:08   on it's not you know but look people [TS]

01:17:10   it's a distraction people are like yeah [TS]

01:17:11   yeah you saw Apple TV tell us more about [TS]

01:17:12   your iPhones and iPads and the things [TS]

01:17:14   that really make you the money right but [TS]

01:17:15   if they say this is it this is going to [TS]

01:17:17   be the I don't know what the fourth leg [TS]

01:17:18   in our stool the fifth I don't how many [TS]

01:17:20   legs I think they have next door now but [TS]

01:17:21   like this is gonna be a pillar of our [TS]

01:17:24   company we think you know and they come [TS]

01:17:26   out of the gate and it does that slow [TS]

01:17:27   burn thing like oh then analysts are [TS]

01:17:29   gonna be like Oh apples television set [TS]

01:17:32   flounders in the market it's only got [TS]

01:17:33   0.02 percent market share and most [TS]

01:17:35   people still have cable and blah blah so [TS]

01:17:38   that's that's tough way to go if they [TS]

01:17:41   keep calling it hobby they can say we've [TS]

01:17:43   changed our hobby to selling little $99 [TS]

01:17:45   boxes to selling $2,000 [TS]

01:17:46   television sets are $1500 television [TS]

01:17:48   sets or whatever and I keep saying at [TS]

01:17:51   the hobby people could watch it like in [TS]

01:17:52   the earnings calls with Tim Cook for [TS]

01:17:54   four years now anytime the ballasts have [TS]

01:17:56   talked about whoa what is that will to [TS]

01:17:58   be not going to be hobby or they ask the [TS]

01:17:59   obligatory Apple TV question hope you [TS]

01:18:00   like oh it's still hobby blah blah but [TS]

01:18:02   his big phrases we think there's [TS]

01:18:04   something there saying we as an Apple [TS]

01:18:06   this was before our jobs was gone he was [TS]

01:18:08   speaking of jobs didn't do the earning [TS]

01:18:09   calls that much in his later years [TS]

01:18:11   unless it was a special reason for him [TS]

01:18:13   to be there we think there is something [TS]

01:18:14   there in the television market I think [TS]

01:18:16   we all think there's something there the [TS]

01:18:17   analysts think there's something that [TS]

01:18:18   the consumers Apple we know that it's a [TS]

01:18:20   situation that sucks for reasons that [TS]

01:18:22   knowing the technology sucks because of [TS]

01:18:24   the incumbents with too much power and [TS]

01:18:25   content owners and stupid FCC and [TS]

01:18:28   government and that whole big melange of [TS]

01:18:31   corruption and influence and anti [TS]

01:18:33   consumer sentiment adjust everything [TS]

01:18:34   about it is horrible that's why Apple [TS]

01:18:36   sees it as like it you know it's a [TS]

01:18:38   problem or it's an opportunity it's an [TS]

01:18:39   opportunity to is a big upside there if [TS]

01:18:42   we can figure out how to do what we did [TS]

01:18:44   to the phone market which was suck the [TS]

01:18:46   value away from the people who [TS]

01:18:47   previously got all the things selling [TS]

01:18:48   their stupid ringtones for 10 bucks and [TS]

01:18:50   only letting a few credit applications [TS]

01:18:52   we can we can make them into a dumb pipe [TS]

01:18:54   and give us all the profit right they [TS]

01:18:57   want to do that same thing with [TS]

01:18:58   television and it's going to be much [TS]

01:18:59   harder and I have trouble envisioning [TS]

01:19:04   anything they can feel that will it will [TS]

01:19:06   come out of the gate like an iPad or [TS]

01:19:08   even like an iPhone and be as successful [TS]

01:19:11   at stealing the profits of the [TS]

01:19:14   television watching industry as the [TS]

01:19:15   other thing so as excited jobs when Jobs [TS]

01:19:17   is excited I don't think he's excited [TS]

01:19:19   about a business model he's probably [TS]

01:19:20   excited about a hardware piece of [TS]

01:19:22   software or interface method and that [TS]

01:19:24   may all be great or maybe so so like I [TS]

01:19:27   bet he was excited about Siri - I think [TS]

01:19:29   Siri is a big deal and everyone I've [TS]

01:19:30   seen with iPhone 4s is excited about [TS]

01:19:33   Siri and excitement whereas often it [TS]

01:19:34   still is a useful feature so but that's [TS]

01:19:37   it's incremental if you just say it's [TS]

01:19:39   like a regular television set with an [TS]

01:19:40   Apple TV attached but it's got Siri [TS]

01:19:41   that's not gonna do it either so I am [TS]

01:19:45   pretty pessimistic about the prospects [TS]

01:19:47   of an Apple television set I see exactly [TS]

01:19:50   how it could be done I just don't think [TS]

01:19:52   the things that will make it happen are [TS]

01:19:54   not under Apple's control Apple can't [TS]

01:19:56   like they don't have an army they can't [TS]

01:19:58   force content owners to give them [TS]

01:20:00   they can't you know they can't kick out [TS]

01:20:04   the incumbents and say we're going to [TS]

01:20:06   use your wires but not pay you anything [TS]

01:20:07   other than for being dumb you know pipes [TS]

01:20:09   to the household not this I don't know [TS]

01:20:12   I'm I'm not that excited about an Apple [TS]

01:20:15   TV and I don't have great helpers for it [TS]

01:20:18   but I will be very very happy to be [TS]

01:20:19   proven wrong I I would love to see this [TS]

01:20:24   but like I said I would I would I will [TS]

01:20:26   buy this if they come out with it if for [TS]

01:20:27   no other reason then I anticipate that [TS]

01:20:29   the the integration will be will be nice [TS]

01:20:34   it will be an attractive TV you need a [TS]

01:20:37   new TV anyway like I need it I mean I'm [TS]

01:20:39   like season 23 inch Mont 23 inch model I [TS]

01:20:41   would like a 27 inch like my wife has I [TS]

01:20:43   don't need to put it but not so much [TS]

01:20:45   that I bought a new one right so I just [TS]

01:20:46   like yeah you know 46 inch TV I could [TS]

01:20:49   get a 55 inch one right now it wouldn't [TS]

01:20:50   be that much and it would look nicer but [TS]

01:20:52   do you need it that much it's like [TS]

01:20:53   there's TVs fine right Sam I'm a [TS]

01:20:56   computer monitor next time I get a new [TS]

01:20:58   computer I'll probably buy a new monitor [TS]

01:20:59   with it but it's like well you got a [TS]

01:21:01   much better computer but just keeping [TS]

01:21:02   using my old monitor so I've used this [TS]

01:21:03   monitor with a couple of computers so [TS]

01:21:04   the television thing I think you're [TS]

01:21:06   already on the edge because you've got [TS]

01:21:07   an older TV aids it's not massively big [TS]

01:21:10   these days it's hard to find anything [TS]

01:21:12   under 50 inches so you might be like [TS]

01:21:14   yeah I'll get a new one I mean I could [TS]

01:21:17   it would be an extravagance but would [TS]

01:21:19   you buy the new Apple TV if they said oh [TS]

01:21:21   and by the way uh there's there's no [TS]

01:21:24   other inputs there's no way to connect [TS]

01:21:26   anything to it you can even watch [TS]

01:21:27   blu-rays on it there's no inputs to [TS]

01:21:29   switch between if you pay for cable [TS]

01:21:31   tough luck there's no place where it [TS]

01:21:32   plugs in you connect an Ethernet cable [TS]

01:21:34   or Wi-Fi and that's it now would you buy [TS]

01:21:36   the Apple TV yep you still get it would [TS]

01:21:39   it replace your regular television [TS]

01:21:40   because now you know what do you do for [TS]

01:21:41   kids shows you could say well we can [TS]

01:21:43   only get what's on the iTunes Store well [TS]

01:21:44   I have Netflix for that well I'm I go [TS]

01:21:47   you watch Netflix is what I'm saying [TS]

01:21:49   you're getting you're saying that it's [TS]

01:21:50   not going to preserve the same [TS]

01:21:51   functionality of the existing Apple TV [TS]

01:21:53   and provide me with Netflix the Netflix [TS]

01:21:55   is a weird thing if you think about it [TS]

01:21:57   because we're we just taught let me just [TS]

01:21:59   tell you there's only two things plugged [TS]

01:22:00   into this TV right now one of them is [TS]

01:22:03   the Apple TV and the other one is the [TS]

01:22:05   stupid DVR that they force us to use [TS]

01:22:07   yeah if you could if you could may if [TS]

01:22:09   the Apple TV was the Apple TV then [TS]

01:22:12   that's one gone [TS]

01:22:13   and if if the Apple TV itself let us [TS]

01:22:16   watch the things that we want to watch [TS]

01:22:18   whether it was with a cable card whether [TS]

01:22:19   it was with some other magical thing [TS]

01:22:21   that Apple figures out how to do then [TS]

01:22:24   that's that's the DVR box gone so what [TS]

01:22:28   else is left out we don't have a blu-ray [TS]

01:22:29   player [TS]

01:22:30   we don't have explain think about that [TS]

01:22:32   though we just talked about how Apple [TS]

01:22:33   does not want to be another layer on top [TS]

01:22:34   of the thing it Apple put Netflix in the [TS]

01:22:38   Apple TV but I don't think they liked [TS]

01:22:40   the idea of okay [TS]

01:22:41   Netflix goes out there and negotiates to [TS]

01:22:43   get the content and then we negotiate [TS]

01:22:44   with Netflix to be put inside the [TS]

01:22:45   devices in them you know it's like [TS]

01:22:47   layers upon layers sucking up profit and [TS]

01:22:49   then it's very easy for the profit [TS]

01:22:50   suddenly to shift in Netflix and away [TS]

01:22:52   from Apple for that obviously Apple [TS]

01:22:54   again Apple makes its money on the [TS]

01:22:55   hardware so like look this is what we [TS]

01:22:57   have to do to put the kite on anything [TS]

01:22:59   I'll tell you what if anything I think I [TS]

01:23:01   think Apple TV has the potential to prop [TS]

01:23:03   up Netflix right now more than the other [TS]

01:23:06   way around that's just my thought on it [TS]

01:23:08   but I'll tell you what else the fewer [TS]

01:23:10   boxes of fewer things have to plug in [TS]

01:23:12   again I'll sit I have no blu-ray player [TS]

01:23:13   I've never owned one I don't own one [TS]

01:23:15   I have no gaming consoles that will [TS]

01:23:17   change when my kids are older but I have [TS]

01:23:20   none plugged in and unless the Apple TV [TS]

01:23:23   handles something there but what I'm [TS]

01:23:26   saying is this if Apple can solve a [TS]

01:23:28   handful of these problems and create a [TS]

01:23:31   better television viewing environment [TS]

01:23:33   even if it's just the user interface [TS]

01:23:36   that gets better I'm all about that I'm [TS]

01:23:39   probably weird and that I don't have any [TS]

01:23:41   game consoles and I don't have any uh [TS]

01:23:43   you know blu-ray or DVD players or [TS]

01:23:46   anything but it's just it who needs that [TS]

01:23:48   well you know what I'm I dreaded just [TS]

01:23:51   sit down with my family watch something [TS]

01:23:52   and have fun watching a show I don't [TS]

01:23:54   know II you know I'm not gonna slow [TS]

01:23:56   there was an artifact and the [TS]

01:23:58   such-and-such HD signal on the sci-fi HD [TS]

01:24:01   channel was made you're making fun of me [TS]

01:24:03   complaining about it yeah who cares if [TS]

01:24:05   the signals really so what if it's [TS]

01:24:07   compressed he'll killers could do could [TS]

01:24:09   you see the people's faces when they [TS]

01:24:10   were talking could you see the laser [TS]

01:24:12   beam barely could you see Thor you know [TS]

01:24:15   smashing his hammer over the guy's head [TS]

01:24:17   or whatever you were watching I'm you [TS]

01:24:18   know I'm sure you could it was fine and [TS]

01:24:20   a regular human being would have [TS]

01:24:22   probably looked at it and said hey this [TS]

01:24:23   looks looks it looks great know what a [TS]

01:24:25   nice TV you have John so you're talking [TS]

01:24:26   about the simplicity fact that's another [TS]

01:24:29   reason I think people people are annoyed [TS]

01:24:31   with the current apathy because of this [TS]

01:24:32   you're like look I just want to see the [TS]

01:24:34   show I don't care if it's on Netflix I [TS]

01:24:35   don't care if it's not Amazon yeah where [TS]

01:24:37   it's available I just want to find the [TS]

01:24:38   show is it available in iTunes look I [TS]

01:24:40   now gotta go to Netflix before I pay for [TS]

01:24:42   his iTunes things let me check in [TS]

01:24:43   Netflix to make sure I can't get it for [TS]

01:24:44   free there all that business that's a [TS]

01:24:48   lack of simplicity which is again why I [TS]

01:24:49   think about the idea of you know an [TS]

01:24:51   Apple TV in you suitable for use like [TS]

01:24:52   well soon Netflix will be there but what [TS]

01:24:54   if that's the whole thing an integrated [TS]

01:24:56   simplified experience without like this [TS]

01:24:58   other place to check don't all you know [TS]

01:25:00   as iTunes [TS]

01:25:01   there's Netflix and then there's the NFL [TS]

01:25:03   app and there's the MLB app and there's [TS]

01:25:04   the Bloomberg happens the CNN app and [TS]

01:25:06   you know I think they want something [TS]

01:25:08   unified I I think you want something [TS]

01:25:11   unified I don't think you want to be [TS]

01:25:12   hunting around you know the PBS app to [TS]

01:25:14   get hang on a second [TS]

01:25:15   hang on a second what's the difference [TS]

01:25:17   between the NFL app and saying oh wait a [TS]

01:25:22   minute which channel has the NFL game is [TS]

01:25:24   it yeah okay this one is on ESPN that's [TS]

01:25:27   what DVR so solve you're from supposed a [TS]

01:25:29   good number call you from doing it you [TS]

01:25:31   know I don't have them the Cowboys games [TS]

01:25:32   I don't care where the air find them and [TS]

01:25:33   record them for me I would I would [TS]

01:25:35   actually say please never show me a [TS]

01:25:36   Cowboys games unless one of the two can [TS]

01:25:39   keep track with who eagles-cowboys game [TS]

01:25:40   which are usually Monday night games one [TS]

01:25:42   home and one away that would be the [TS]

01:25:44   exception to the time I would want to [TS]

01:25:46   see a cowboy sports are one instance [TS]

01:25:47   where I think the app model can work [TS]

01:25:48   though this is like look it's the NFL [TS]

01:25:50   app it's for all the footballers and the [TS]

01:25:52   MLB app is where the baseball yeah I [TS]

01:25:54   like that I like that to me to me that's [TS]

01:25:56   nice that's like the MLB chuckles the [TS]

01:25:58   Fox app you gotta remember the fringe is [TS]

01:25:59   on Fox do I care that fringes on Fox [TS]

01:26:01   unlike ruber I have no memory of what [TS]

01:26:03   shows around what stations I'm with it [TS]

01:26:05   on there what stations are on I don't [TS]

01:26:07   care what days they air I don't care [TS]

01:26:08   anything about them if I like a show I [TS]

01:26:10   want to see the show and that's why the [TS]

01:26:11   iTunes Store is like you just search for [TS]

01:26:12   Fringe you iTunes doesn't say I mean I'm [TS]

01:26:15   sure somewhere in the iTunes beta does [TS]

01:26:16   this fringe now airing on Fox or [TS]

01:26:18   whatever it's like you go to the Fox [TS]

01:26:19   section of the iTunes video store you [TS]

01:26:22   know so here's the Fox section you saw [TS]

01:26:24   the Fox host and I'd do a separate [TS]

01:26:25   search for the ABC section right a [TS]

01:26:27   unified experience that stops this idea [TS]

01:26:30   of you know channels and air times or [TS]

01:26:34   even venues Netflix is like a venue for [TS]

01:26:36   getting something like a different [TS]

01:26:37   middleman and [TS]

01:26:38   as different middlemen the netbooks is a [TS]

01:26:40   middleman and Apple itself is the [TS]

01:26:41   middleman a unified experiences I think [TS]

01:26:43   what Apple wants and what everybody [TS]

01:26:45   wants and continuing to have a Netflix [TS]

01:26:46   app and an Amazon map and an iTunes app [TS]

01:26:48   is not good I think you would have [TS]

01:26:49   unified experience you if it's all apps [TS]

01:26:51   like just you know the only way you can [TS]

01:26:54   get there's no Netflix app because [TS]

01:26:55   Netflix is like it's like nesting dolls [TS]

01:26:57   like so you've got Apple TV and then [TS]

01:26:59   inside it there's another Apple TV [TS]

01:27:01   called Netflix where you have you know [TS]

01:27:03   Damien I dunno list of things in there [TS]

01:27:05   right at least they don't go more than [TS]

01:27:06   two levels deep but because the NFL app [TS]

01:27:09   is more like well that's just you know [TS]

01:27:10   imagine if you just had Apple TV and all [TS]

01:27:12   it was was individual applications for [TS]

01:27:15   free two shows or four for sports [TS]

01:27:20   leagues right that's pretty much the [TS]

01:27:23   most level people would tell her because [TS]

01:27:25   they wouldn't you know so I don't like [TS]

01:27:26   the fact is NFL app I want equals AB the [TS]

01:27:29   NFL app is fun you can find the Eagles [TS]

01:27:30   games that you want you know what I mean [TS]

01:27:31   but people don't want a fox app that is [TS]

01:27:34   that's too far that's like well didn't [TS]

01:27:36   we just come from this with the channel [TS]

01:27:37   thing it seems dumb like I don't care [TS]

01:27:39   what channel it's on because then and [TS]

01:27:40   especially the people search like how do [TS]

01:27:41   I search you'd want if this give me an [TS]

01:27:43   ax flop and then I'll be app you'd still [TS]

01:27:45   want some sort of overall interface [TS]

01:27:46   where you just do a search Apple would [TS]

01:27:48   call it a spotlight search for no reason [TS]

01:27:50   do a search and search for cowboys and [TS]

01:27:52   you'd expect the Cowboys games to come [TS]

01:27:53   up sorry with the Cowboys example again [TS]

01:27:54   and you'd also expect TV shows about [TS]

01:27:57   Cowboys to come up right a you know [TS]

01:27:59   Universal Search you don't have these [TS]

01:28:00   little islands of things but that [TS]

01:28:03   scenario is even more difficult to pull [TS]

01:28:05   off because then you've got to get [TS]

01:28:06   individual applications for all the [TS]

01:28:09   content that's going to reach you to [TS]

01:28:10   some sort of critical mass it's going to [TS]

01:28:11   make somebody new buy this thing someone [TS]

01:28:13   who previously didn't ditch their cable [TS]

01:28:15   subscription and make them ditch it and [TS]

01:28:16   get this thing and get the cooperation [TS]

01:28:19   from all that you know like it you say [TS]

01:28:20   ok you want to make an application for [TS]

01:28:22   Apple TV said it can't be like your [TS]

01:28:23   existing apps you have to provide you [TS]

01:28:25   have to hook into some Universal thing [TS]

01:28:27   where we can keep track of what you're [TS]

01:28:27   what you're providing what shows are [TS]

01:28:29   available in the NFL app what shows are [TS]

01:28:31   available this new feed in to us and [TS]

01:28:32   then we make it all available through [TS]

01:28:34   Universal Search tour iCloud [TS]

01:28:36   infrastructure and you know that's [TS]

01:28:37   different than what they're doing now [TS]

01:28:38   which is like you know MLB can make an [TS]

01:28:41   app and you can't search inside that MLB [TS]

01:28:43   app there's they're not talking to Apple [TS]

01:28:45   and telling some master server what [TS]

01:28:47   baseball games are airing when right so [TS]

01:28:51   that I think that's the model that that [TS]

01:28:53   people want and that's that's like the [TS]

01:28:55   minimum they need to make this app model [TS]

01:28:57   work is some sort of centralized thing [TS]

01:28:59   that eliminates this nesting doll island [TS]

01:29:02   problem nesting doll island maybe [TS]

01:29:11   nesting doll is a bad example I just saw [TS]

01:29:12   I just like I think it's a good one my [TS]

01:29:14   graphic of a nesting doll thing or some [TS]

01:29:16   cartoon in the net it was like a nesting [TS]

01:29:19   doll laying down on a table to get a [TS]

01:29:22   little ultrasound like you do see the [TS]

01:29:25   big picture the baby and the doctor is [TS]

01:29:26   holding the ultrasound thing on me on [TS]

01:29:28   the stomach of the nesting doll and on [TS]

01:29:30   the screen you see a picture of a doctor [TS]

01:29:32   holding the ultrasound thing on the [TS]

01:29:34   stomach of nesting doll in front of a [TS]

01:29:36   screen that has a picture of a doctor [TS]

01:29:37   holding the stomach when I'm asking [TS]

01:29:38   though that's right I just described a [TS]

01:29:40   visual joke is a new frontier in [TS]

01:29:43   podcasting I'll put that in the show [TS]

01:29:46   notes right [TS]

01:29:47   Marlin could've pulled that off I can't [TS]

01:29:49   I think you did fine yeah so that's [TS]

01:29:52   about it though we're about 90 minutes [TS]

01:29:53   how much I suffer so for a show more [TS]

01:29:57   thing before you wrap up well I was just [TS]

01:29:58   gonna say so first show where you were [TS]

01:30:00   you were not prepared for it you had no [TS]

01:30:02   notes you had no links you're expecting [TS]

01:30:04   a guest think he did okay well I told [TS]

01:30:08   him stuff as an unlimited font of a [TS]

01:30:09   hangar for me and I bring something is [TS]

01:30:11   yes yesterday during I think it was [TS]

01:30:13   during rubriz podcast yesterday was that [TS]

01:30:14   yesterday yes so there was someone in [TS]

01:30:17   the chat room was actually an employee [TS]

01:30:18   of TiVo that's true we were talking [TS]

01:30:20   about TiVo stuff as soon as you saw [TS]

01:30:22   myself [TS]

01:30:22   Otis it's not you're coming apart all [TS]

01:30:24   the company he's not the CEO right you [TS]

01:30:26   don't want to yell at individual [TS]

01:30:27   employee like and he basically agreed [TS]

01:30:29   with anything all the complaints I had [TS]

01:30:30   to say but he can't you know I know what [TS]

01:30:31   it's like the worker you can't just go [TS]

01:30:33   in there I know because you work with [TS]

01:30:34   you're gonna yell at you because I don't [TS]

01:30:35   like it anything about TiVo right and he [TS]

01:30:37   was very helpful in wanted to say hey [TS]

01:30:38   you know you could contact me privately [TS]

01:30:40   and what we can talk about but it's like [TS]

01:30:43   it's not he's not his fault he's not the [TS]

01:30:45   CEO he's not running the company but [TS]

01:30:46   it's all I could do from just being like [TS]

01:30:48   look finally a you know contact was it's [TS]

01:30:50   kind of like Apple where it's like a [TS]

01:30:51   black hole where I fell out all these [TS]

01:30:52   Tebow surveys and I could plan on the [TS]

01:30:54   podcast but it's like nothing happens [TS]

01:30:56   like there's no engagement with TiVo [TS]

01:30:57   about what problems are and so I had to [TS]

01:31:01   you know keep myself from just like [TS]

01:31:02   harangue this poor person was very nice [TS]

01:31:04   in the chat room too [TS]

01:31:06   tolerate my annoying typing about stuff [TS]

01:31:08   so that's why I think I had no problem [TS]

01:31:11   talking about things here now if you [TS]

01:31:12   think I was angry about the television [TS]

01:31:15   stuff and Apple TV I am just as upset [TS]

01:31:17   about the Steve Jobs bio so if we do get [TS]

01:31:20   to do a show on that even if Margo and [TS]

01:31:22   John have both talked about it ad [TS]

01:31:23   infinitum and said exactly what I'm [TS]

01:31:25   going to say I'm going to say it too and [TS]

01:31:27   then we have the guest wild-card [TS]

01:31:29   situation yes this contacted me during [TS]

01:31:31   the show and so I don't know what we're [TS]

01:31:33   going to do maybe we'll try to [TS]

01:31:33   reschedule figure it out yeah siracusa [TS]

01:31:40   on twitter i'm dan benjamin on twitter [TS]

01:31:42   we have two sponsors tiny letter comm [TS]

01:31:46   squarespace.com slash 5x5 emotion chip [TS]

01:31:50   is the discount there you can check out [TS]

01:31:54   all the other shows that we do and [TS]

01:31:55   previous episodes of this show by going [TS]

01:31:57   to 5x5 dot TV if you haven't been there [TS]

01:32:01   in a while there's a bunch to see John [TS]

01:32:03   sir Cuse is on like eight eight or nine [TS]

01:32:05   shows now quickly catching up to me what [TS]

01:32:10   else you got that's it all right we'll [TS]

01:32:16   have a good week everybody thanks for [TS]

01:32:18   tuning in right [TS]

01:32:26   you [TS]