Hypercritical

00:00:00 ◼   ► [Music] [TS]

00:00:02 ◼   ► you're listening to hypercritical [TS]

00:00:03 ◼   ► episode number 22 this is a weekly [TS]

00:00:06 ◼   ► talkshow ruminating on exactly what is [TS]

00:00:08 ◼   ► wrong in the world of Apple related [TS]

00:00:10 ◼   ► technologies and businesses you see [TS]

00:00:12 ◼   ► nothing is so perfect that it can't be [TS]

00:00:15 ◼   ► complained about bhaijaan siracusa I'm [TS]

00:00:19 ◼   ► Dan benjamin we would like to say thanks [TS]

00:00:21 ◼   ► to fresh books calm and felt-tip calm [TS]

00:00:25 ◼   ► makers of sound studio for for making [TS]

00:00:27 ◼   ► this show possible we'll tell you more [TS]

00:00:29 ◼   ► about them as a show goes on hey John [TS]

00:00:32 ◼   ► hey Dan so you're back from WWDC big [TS]

00:00:36 ◼   ► week for you first WWDC finally have [TS]

00:00:39 ◼   ► some clarity to think back on sure [TS]

00:00:41 ◼   ► you've been busy writing your lion [TS]

00:00:43 ◼   ► expose I've been trying to waiting for [TS]

00:00:47 ◼   ► them to change things again they keep [TS]

00:00:49 ◼   ► changing things there was there was an [TS]

00:00:51 ◼   ► update what two days ago or something [TS]

00:00:53 ◼   ► yeah changed a bunch of stuff at this [TS]

00:00:56 ◼   ► point I should just give up taking [TS]

00:00:57 ◼   ► screenshots and just it's not just [TS]

00:01:00 ◼   ► screenshots like adding and removing [TS]

00:01:01 ◼   ► features it's just stuff but yeah I'm [TS]

00:01:05 ◼   ► writing slowly and it's a slog and I [TS]

00:01:08 ◼   ► don't know if I'm gonna make it well you [TS]

00:01:11 ◼   ► and you need it typically you release [TS]

00:01:13 ◼   ► your right up your big write-up your 50 [TS]

00:01:15 ◼   ► to 60 page document tome of wisdom [TS]

00:01:20 ◼   ► you usually release that the same day [TS]

00:01:23 ◼   ► that line actually hits the streets [TS]

00:01:26 ◼   ► right or that do a so general the past [TS]

00:01:29 ◼   ► two or three releases I've had my review [TS]

00:01:31 ◼   ► ready on the day that it releases but [TS]

00:01:35 ◼   ► occasionally ours holds it back for [TS]

00:01:38 ◼   ► traffic reasons so again again I'll say [TS]

00:01:41 ◼   ► what you can't and shame on them well I [TS]

00:01:44 ◼   ► mean that they they have a point with [TS]

00:01:46 ◼   ► the numbers if you really something on a [TS]

00:01:48 ◼   ► Friday or Saturday forget it it just [TS]

00:01:50 ◼   ► dies no matter what it is yeah except [TS]

00:01:52 ◼   ► the show by the way [TS]

00:01:54 ◼   ► well yeah it's you know podcasts are [TS]

00:01:56 ◼   ► different it then then websites as [TS]

00:01:59 ◼   ► people I guess people read it work or [TS]

00:02:01 ◼   ► something I'm trying to figure out why [TS]

00:02:02 ◼   ► it is that the numbers are so skewed but [TS]

00:02:05 ◼   ► they really are skewed like you do not [TS]

00:02:06 ◼   ► want to release something on the eve of [TS]

00:02:08 ◼   ► a weekend because it will not get read [TS]

00:02:10 ◼   ► but if you release on a Monday or [TS]

00:02:11 ◼   ► Tuesday gets read like crazy I guess [TS]

00:02:13 ◼   ► it's people read [TS]

00:02:13 ◼   ► at work because you know once once [TS]

00:02:15 ◼   ► they're not at work they're not sitting [TS]

00:02:16 ◼   ► in front of the computer all day they do [TS]

00:02:17 ◼   ► fun stuff on the weekends they don't [TS]

00:02:19 ◼   ► read but podcasts are some of that fun [TS]

00:02:21 ◼   ► stuff I think so people like to listen [TS]

00:02:23 ◼   ► to podcasts on weekends when I clean the [TS]

00:02:25 ◼   ► house or go for a run or whatever I [TS]

00:02:27 ◼   ► guess I guess I don't I'm like I'm one [TS]

00:02:29 ◼   ► of those people that my although I might [TS]

00:02:32 ◼   ► not be recording on the weekends my [TS]

00:02:33 ◼   ► habits don't change that much I mean you [TS]

00:02:35 ◼   ► know you do more with family but I'll [TS]

00:02:38 ◼   ► still read stuff on the weekend in fact [TS]

00:02:39 ◼   ► the weekend is sometimes that's the only [TS]

00:02:40 ◼   ► chance I get to read stuff yeah well [TS]

00:02:43 ◼   ► we're not average people in that regard [TS]

00:02:45 ◼   ► David have you ever looked at your [TS]

00:02:46 ◼   ► numbers and see any of this well I guess [TS]

00:02:48 ◼   ► it's weird because like iTunes downloads [TS]

00:02:49 ◼   ► them and that and that's the only tick [TS]

00:02:51 ◼   ► that you get on your servers and then [TS]

00:02:53 ◼   ► God knows when people actually listen to [TS]

00:02:54 ◼   ► it so yeah that's that's the thing you [TS]

00:02:56 ◼   ► can see when people download it and [TS]

00:02:58 ◼   ► typically most of the downloads happen [TS]

00:03:00 ◼   ► in the first 12 hours after the show [TS]

00:03:02 ◼   ► comes out although certain shows that [TS]

00:03:04 ◼   ► they can have like a resurgence or [TS]

00:03:07 ◼   ► something but typically most of the [TS]

00:03:09 ◼   ► downloads regardless of the day that [TS]

00:03:11 ◼   ► they happen within first 12 or 24 hours [TS]

00:03:13 ◼   ► and like you said I have no idea when [TS]

00:03:15 ◼   ► people are listening and sometimes it's [TS]

00:03:17 ◼   ► the same day but it seems to follow a [TS]

00:03:19 ◼   ► pattern if we release something like in [TS]

00:03:21 ◼   ► later in the day people are getting it [TS]

00:03:23 ◼   ► they're usually listening to it next day [TS]

00:03:24 ◼   ► because the next day I'll see all these [TS]

00:03:26 ◼   ► tweets about oh you know you and [TS]

00:03:29 ◼   ► siracusa said this but it's a date you [TS]

00:03:30 ◼   ► know they're hearing it the next day [TS]

00:03:31 ◼   ► typically which is okay yeah that's [TS]

00:03:34 ◼   ► alright as long as they're not listening [TS]

00:03:35 ◼   ► to the double-speed yeah I see the delay [TS]

00:03:38 ◼   ► to like after we've done the show and [TS]

00:03:40 ◼   ► I've you know forgotten about it two [TS]

00:03:43 ◼   ► days later it'll be this big flood of [TS]

00:03:44 ◼   ► feedback and tweets and stuff like that [TS]

00:03:46 ◼   ► so people are on the lack like how [TS]

00:03:48 ◼   ► people are still talking about that that [TS]

00:03:49 ◼   ► was a year ago yeah so you're trying to [TS]

00:03:52 ◼   ► break my format here although I really [TS]

00:03:54 ◼   ► don't have any follow up we should have [TS]

00:03:55 ◼   ► done that at the beginning I don't they [TS]

00:03:57 ◼   ► I don't have anything from past shows [TS]

00:03:59 ◼   ► well I guess my main topic today is [TS]

00:04:01 ◼   ► follow up because it's WWDC announcement [TS]

00:04:03 ◼   ► related hmm I do have a small topic to [TS]

00:04:09 ◼   ► complain about before we get to the main [TS]

00:04:10 ◼   ► topic which is really only related to [TS]

00:04:14 ◼   ► complaining and not so much related to [TS]

00:04:16 ◼   ► technology or Apple but since when has [TS]

00:04:18 ◼   ► that ever stopped me so the other day I [TS]

00:04:21 ◼   ► was searching for something on Google [TS]

00:04:24 ◼   ► for use in my review actually and [TS]

00:04:27 ◼   ► was searching for basically an audio [TS]

00:04:32 ◼   ► clip from an episode of The Simpsons [TS]

00:04:33 ◼   ► many of which are stored neatly into my [TS]

00:04:36 ◼   ► brain and can be recalled at a moment's [TS]

00:04:38 ◼   ► notice but I wanted the actual audio you [TS]

00:04:41 ◼   ► know and so other other people besides [TS]

00:04:43 ◼   ► you could hear it yeah and in my [TS]

00:04:46 ◼   ► estimation that's fair use right like if [TS]

00:04:48 ◼   ► you want a two-second clip from The [TS]

00:04:50 ◼   ► Simpsons to use where we want to go oh [TS]

00:04:52 ◼   ► you're using it in an article actually [TS]

00:04:53 ◼   ► yeah I always have sounds linked to [TS]

00:04:56 ◼   ► stuff in an article it amuses me to do [TS]

00:04:58 ◼   ► it and it doesn't bother most other [TS]

00:05:00 ◼   ► people like there's a blue underlined [TS]

00:05:01 ◼   ► word that if you were to click on it [TS]

00:05:02 ◼   ► would play a sound from The Simpsons [TS]

00:05:04 ◼   ► does that add to the article I don't [TS]

00:05:06 ◼   ► know it makes it more enjoyable for me [TS]

00:05:08 ◼   ► to write it certainly so yeah I've [TS]

00:05:10 ◼   ► always had those in my reviews and I [TS]

00:05:13 ◼   ► just thought oh I'd like to get that one [TS]

00:05:14 ◼   ► now we have the internet which seems [TS]

00:05:17 ◼   ► like a great match for the Simpsons [TS]

00:05:18 ◼   ► obsessive nerds computers surely I can [TS]

00:05:21 ◼   ► find the exact quote that I want but [TS]

00:05:24 ◼   ► which if I remember it is probably a [TS]

00:05:26 ◼   ► fairly famous quote and not just some [TS]

00:05:28 ◼   ► random line from an episode and extract [TS]

00:05:30 ◼   ► that a little bit of audio and to find [TS]

00:05:33 ◼   ► the audio usually what you're looking [TS]

00:05:34 ◼   ► for is video but it's hard to find audio [TS]

00:05:36 ◼   ► only so I do a quick Google search [TS]

00:05:38 ◼   ► usually just have to type Simpsons and [TS]

00:05:41 ◼   ► then in quotes whatever the line is [TS]

00:05:43 ◼   ► assuming you remember it exactly and [TS]

00:05:44 ◼   ► then do google video shirt search for it [TS]

00:05:49 ◼   ► now what you'll find if you've ever done [TS]

00:05:51 ◼   ► that is that you get tons and tons of [TS]

00:05:54 ◼   ► hits but no matter how obscure the quote [TS]

00:05:56 ◼   ► is just make up make up anything that [TS]

00:05:58 ◼   ► you can think of from Simpsons ever and [TS]

00:06:00 ◼   ► as long as you quote it remotely [TS]

00:06:01 ◼   ► correctly type Simpsons that phrase hit [TS]

00:06:03 ◼   ► Search click the video you will see a [TS]

00:06:05 ◼   ► big scrolling list of screenshots of the [TS]

00:06:09 ◼   ► episode that it was from and was going [TS]

00:06:11 ◼   ► on for pages and pages and that would [TS]

00:06:14 ◼   ► make you think all that the internet is [TS]

00:06:15 ◼   ► working Google is working I can find [TS]

00:06:17 ◼   ► anything I want any piece of pop-culture [TS]

00:06:18 ◼   ► in a moment's notice you know again it's [TS]

00:06:20 ◼   ► not like I'm looking to pirate The [TS]

00:06:22 ◼   ► Simpsons is using a small excerpt as [TS]

00:06:25 ◼   ► part of some larger paper it's it's the [TS]

00:06:27 ◼   ► the textbook example of fair use but if [TS]

00:06:30 ◼   ► you look closer at those results are [TS]

00:06:32 ◼   ► perhaps click on one of them what you'll [TS]

00:06:33 ◼   ► find is that every single one of them is [TS]

00:06:35 ◼   ► a link to a site and maybe a reputable [TS]

00:06:39 ◼   ► site like say YouTube so YouTube is [TS]

00:06:41 ◼   ► number [TS]

00:06:41 ◼   ► one hit Simpsons episode I recognize [TS]

00:06:43 ◼   ► that scene it's the exact same that I [TS]

00:06:44 ◼   ► wanted because I can see the thumbnail [TS]

00:06:45 ◼   ► Google I click on the YouTube result and [TS]

00:06:47 ◼   ► what you get is a fake video like it's a [TS]

00:06:50 ◼   ► video that has no content other than [TS]

00:06:51 ◼   ► other than a static image of text and [TS]

00:06:53 ◼   ► the text has arrows pointing downwards [TS]

00:06:56 ◼   ► to the description saying click that [TS]

00:06:58 ◼   ► description underneath this video [TS]

00:07:00 ◼   ► totally click it guys click that [TS]

00:07:01 ◼   ► description and in the description is a [TS]

00:07:03 ◼   ► link to some shady Russian or other [TS]

00:07:06 ◼   ► foreign site that you know God knows [TS]

00:07:11 ◼   ► where it is and if you want if you were [TS]

00:07:12 ◼   ► to click on that you will enter the the [TS]

00:07:15 ◼   ► rathole of porn scam viagra ads viruses [TS]

00:07:21 ◼   ► god knows online gambling is yeah you [TS]

00:07:24 ◼   ► will not find your video or if you do [TS]

00:07:26 ◼   ► find it who knows what you've done to [TS]

00:07:28 ◼   ► your computer and so you like alright [TS]

00:07:30 ◼   ► well that willing to the scan let me go [TS]

00:07:31 ◼   ► back to the surgery let's try the next [TS]

00:07:32 ◼   ► one they're all like that dot pol dot [TS]

00:07:34 ◼   ► are you even tons and tons of things on [TS]

00:07:36 ◼   ► YouTube it kills me that they're on [TS]

00:07:37 ◼   ► YouTube can YouTube not tell hey if [TS]

00:07:39 ◼   ► someone uploads a video that's three [TS]

00:07:41 ◼   ► minutes long it all it ever shows is [TS]

00:07:42 ◼   ► some text telling everybody to click the [TS]

00:07:43 ◼   ► thing below the video which takes you to [TS]

00:07:45 ◼   ► a scam porn virus site you remove that [TS]

00:07:49 ◼   ► video and I don't quite know how they do [TS]

00:07:51 ◼   ► it I'm sure there's some that I probably [TS]

00:07:53 ◼   ► have a single frame in exactly the [TS]

00:07:55 ◼   ► center of the video that shows the frame [TS]

00:07:58 ◼   ► from The Simpsons episode but they don't [TS]

00:07:59 ◼   ► get taken down on copyright violations [TS]

00:08:01 ◼   ► because it's not the Simpsons episode [TS]

00:08:02 ◼   ► even though there's one frame at exactly [TS]

00:08:05 ◼   ► 50 percent mark or whatever whatever [TS]

00:08:07 ◼   ► YouTube uses for the poster frame right [TS]

00:08:08 ◼   ► so that's why you get thumbnails of all [TS]

00:08:10 ◼   ► the episodes and it's just a wasteland [TS]

00:08:12 ◼   ► of pages upon pages of essentially fake [TS]

00:08:14 ◼   ► versions of Simpsons videos right now if [TS]

00:08:19 ◼   ► I really wanted to get this like if if I [TS]

00:08:21 ◼   ► was determined I would just you know [TS]

00:08:23 ◼   ► fire up the the bit torrents and find [TS]

00:08:25 ◼   ► the actual episode and download and [TS]

00:08:26 ◼   ► extract the piece I want it's not like I [TS]

00:08:28 ◼   ► can't get this stuff but what kills me [TS]

00:08:30 ◼   ► about this is that Fox or whoever owns [TS]

00:08:33 ◼   ► the Simpsons I'm assuming it's Fox they [TS]

00:08:35 ◼   ► have a brand people want to know about [TS]

00:08:37 ◼   ► it but when anybody searches for [TS]

00:08:39 ◼   ► anything related to that brand they get [TS]

00:08:42 ◼   ► tons of scam results wouldn't it serve [TS]

00:08:44 ◼   ► Fox better to put the entire archive of [TS]

00:08:47 ◼   ► The Simpsons up in a way that they are [TS]

00:08:50 ◼   ► the number one search result and that if [TS]

00:08:53 ◼   ► they don't if they don't to lose money [TS]

00:08:54 ◼   ► like DVD sales or Hulu [TS]

00:08:55 ◼   ► they want to make their money on don't [TS]

00:08:56 ◼   ► let people watch the whole episode but [TS]

00:08:58 ◼   ► let people say how I remember this quote [TS]

00:09:00 ◼   ► from this particular episode find that [TS]

00:09:02 ◼   ► episode let them scrub through it and [TS]

00:09:03 ◼   ► let them watch like three seconds before [TS]

00:09:04 ◼   ► you know stops letting them watch and [TS]

00:09:06 ◼   ► says you've exceeded your fair use [TS]

00:09:08 ◼   ► viewing of this or if you want to buy [TS]

00:09:09 ◼   ► the episode click here you know what I [TS]

00:09:11 ◼   ► mean like convert that guy into a [TS]

00:09:12 ◼   ► customer at that point or show ads or do [TS]

00:09:14 ◼   ► something but make you have a property [TS]

00:09:18 ◼   ► that you are abandoning and leaving to [TS]

00:09:20 ◼   ► the scammers and the scammers are all [TS]

00:09:22 ◼   ► over this there may be things like the [TS]

00:09:24 ◼   ► Simpsons that are that are worse but [TS]

00:09:25 ◼   ► this the worst sense is the worsen that [TS]

00:09:26 ◼   ► I've seen is just 100% scam links and [TS]

00:09:29 ◼   ► they totally wipe out any possibility of [TS]

00:09:31 ◼   ► finding the content you want so this is [TS]

00:09:34 ◼   ► just a sickness on the internet that [TS]

00:09:36 ◼   ► it's like people who don't understand [TS]

00:09:38 ◼   ► how the internet works and fear it [TS]

00:09:40 ◼   ► retreat from it leaving their reputation [TS]

00:09:43 ◼   ► and their property to be defined by [TS]

00:09:45 ◼   ► criminal scam artists and other unsavory [TS]

00:09:48 ◼   ► individuals just depressing and this is [TS]

00:09:55 ◼   ► that was part of the follow up somehow [TS]

00:09:56 ◼   ► no it was it was after the follow up but [TS]

00:09:59 ◼   ► before that was a tie that was this [TS]

00:10:01 ◼   ► secondary level topic if you want to [TS]

00:10:03 ◼   ► link it to follow up you could say this [TS]

00:10:04 ◼   ► well it happened when I was writing my [TS]

00:10:06 ◼   ► article on the articles about Mac os10 [TS]

00:10:07 ◼   ► based on things I saw wuc and we talked [TS]

00:10:09 ◼   ► about WC on the last show there you go [TS]

00:10:11 ◼   ► now they're calling it oh they're [TS]

00:10:13 ◼   ► calling it OS 10 now more than Mac OS 10 [TS]

00:10:15 ◼   ► yeah I saw that on the posters of WTC [TS]

00:10:18 ◼   ► but it didn't think too much of it [TS]

00:10:19 ◼   ► because we've seen before Apple sort of [TS]

00:10:23 ◼   ► make a feint in this direction to [TS]

00:10:24 ◼   ► remember when I forget when I was it was [TS]

00:10:26 ◼   ► a couple years ago when they said the [TS]

00:10:30 ◼   ► iPhone runs OS 10 and they would say had [TS]

00:10:35 ◼   ► it in all the slides as OS space and [TS]

00:10:38 ◼   ► then a capital letter X and the Mac runs [TS]

00:10:42 ◼   ► Mac OS 10 and for like four days in the [TS]

00:10:45 ◼   ► media all the Apple press was like well [TS]

00:10:47 ◼   ► okay so this is this is what Apple says [TS]

00:10:49 ◼   ► this is our new distinction this Mac OS [TS]

00:10:51 ◼   ► 10 which runs on Macs and there's OS 10 [TS]

00:10:53 ◼   ► which runs on iPhones right but they [TS]

00:10:55 ◼   ► retreated from that really quickly maybe [TS]

00:10:57 ◼   ► it was less than a week and eventually [TS]

00:10:59 ◼   ► the thing that runs on iPhones was named [TS]

00:11:02 ◼   ► iPhone OS and that name stuck with us [TS]

00:11:04 ◼   ► until it was ridiculous because they had [TS]

00:11:06 ◼   ► iPod Touch running it and iPad and [TS]

00:11:09 ◼   ► everything [TS]

00:11:09 ◼   ► then they renamed it to iOS because [TS]

00:11:11 ◼   ► obviously it's not just iPhone OS so [TS]

00:11:13 ◼   ► when I saw the OS 10 posters I'm like is [TS]

00:11:16 ◼   ► that just because it fits better [TS]

00:11:17 ◼   ► typographically are they going to change [TS]

00:11:19 ◼   ► their mind in this again I didn't really [TS]

00:11:20 ◼   ► think anything of it but after WWC when [TS]

00:11:22 ◼   ► they updated their the apple.com website [TS]

00:11:24 ◼   ► if you go to apple.com slash Mac OS 10 [TS]

00:11:26 ◼   ► it now instead of showing Snow Leopard [TS]

00:11:29 ◼   ► it now shows Lion even though long it's [TS]

00:11:31 ◼   ► not out there like here's this upcoming [TS]

00:11:32 ◼   ► OS for you and all over that site its OS [TS]

00:11:35 ◼   ► 10 everywhere so I think they're [TS]

00:11:37 ◼   ► sticking to their guns in this case what [TS]

00:11:40 ◼   ► why are they doing this it doesn't [TS]

00:11:42 ◼   ► really make that much sense to me I've [TS]

00:11:45 ◼   ► been trying to think about like what the [TS]

00:11:46 ◼   ► end game is if you are they going to try [TS]

00:11:49 ◼   ► to umbrella brand the software the [TS]

00:11:52 ◼   ► operating system that runs on their [TS]

00:11:54 ◼   ► mobile devices and on Macs and this is [TS]

00:11:57 ◼   ► independent of the thing that everyone [TS]

00:11:59 ◼   ► was are we talking about with like are [TS]

00:12:01 ◼   ► they going to merge the OS is is it can [TS]

00:12:02 ◼   ► be one OS or you know that is Mac OS 10 [TS]

00:12:05 ◼   ► going away and there will only be iOS [TS]

00:12:07 ◼   ► all those technical concerns about what [TS]

00:12:09 ◼   ► happens to the actual lines of code put [TS]

00:12:10 ◼   ► those aside and let's just talk about [TS]

00:12:11 ◼   ► branding because you can brand stuff [TS]

00:12:13 ◼   ► however that you want they can come up [TS]

00:12:14 ◼   ► with one name they could call it you [TS]

00:12:16 ◼   ► know Barney or something and say this is [TS]

00:12:19 ◼   ► the name for our operating system and it [TS]

00:12:20 ◼   ► runs on our devices and on Macs and it [TS]

00:12:22 ◼   ► will be a total lie because the code [TS]

00:12:23 ◼   ► bases are entirely you know not entirely [TS]

00:12:26 ◼   ► separate for you don't I mean they're [TS]

00:12:27 ◼   ► they're entirely different products and [TS]

00:12:29 ◼   ► they share the core OS but they've [TS]

00:12:31 ◼   ► always shared the core rest they can [TS]

00:12:32 ◼   ► just decide one time to brand it in that [TS]

00:12:35 ◼   ► way um that I was thinking about this [TS]

00:12:37 ◼   ► and first I was that I got stuck on [TS]

00:12:39 ◼   ► thinking so what do you call that thing [TS]

00:12:40 ◼   ► what do you call if they wanted to [TS]

00:12:42 ◼   ► umbrella brand their operating system to [TS]

00:12:44 ◼   ► emphasize the fact that unlike some [TS]

00:12:46 ◼   ► other vendors they just have one [TS]

00:12:47 ◼   ► operating system like like Microsoft has [TS]

00:12:48 ◼   ► Windows on the desktop and then they [TS]

00:12:50 ◼   ► have the Windows Phone which are truly [TS]

00:12:51 ◼   ► two distinct operating systems probably [TS]

00:12:53 ◼   ► share much much less than iOS and Mac OS [TS]

00:12:55 ◼   ► 10 do so if Apple wanted to stress that [TS]

00:12:57 ◼   ► it has the same core OS you know the [TS]

00:12:59 ◼   ► same underlying layers almost all the [TS]

00:13:01 ◼   ► way to the top between the two OS is [TS]

00:13:02 ◼   ► they would come with a single name over [TS]

00:13:04 ◼   ► that name B OS 10 doesn't make sense [TS]

00:13:07 ◼   ► especially now that they've chosen to [TS]

00:13:08 ◼   ► use that for Lion [TS]

00:13:09 ◼   ► because that is not distinguishing [TS]

00:13:12 ◼   ► enough they're already used iOS which [TS]

00:13:15 ◼   ► would be the obvious umbrella name [TS]

00:13:16 ◼   ► choice because the Apple Apple's naming [TS]

00:13:18 ◼   ► lately seems to be take the obvious word [TS]

00:13:20 ◼   ► for the thing you're thinking of and [TS]

00:13:21 ◼   ► stick I in front of it [TS]

00:13:23 ◼   ► message iPhone I guess FaceTime breaks [TS]

00:13:26 ◼   ► that trend but there's a lot of AI [TS]

00:13:28 ◼   ► obvious word names coming out of Apple [TS]

00:13:31 ◼   ► lately MacBook is like rady that [TS]

00:13:33 ◼   ► released that's not and I but iOS is [TS]

00:13:37 ◼   ► already taken its for the to the mobile [TS]

00:13:39 ◼   ► only they could say well that's going to [TS]

00:13:41 ◼   ► be our new umbrella aim and we're going [TS]

00:13:42 ◼   ► to absorb Mac os10 into that but the [TS]

00:13:45 ◼   ► more I thought about it the more I [TS]

00:13:46 ◼   ► thought that if you umbrella brand these [TS]

00:13:48 ◼   ► things then there'll be an expectation [TS]

00:13:51 ◼   ► that applications for whatever the name [TS]

00:13:55 ◼   ► is will run any place that runs whatever [TS]

00:13:57 ◼   ► the name is and that's easy to make true [TS]

00:14:00 ◼   ► for on Macs because max can run iOS apps [TS]

00:14:02 ◼   ► no problem they're doing the simulator [TS]

00:14:04 ◼   ► all the time Apple could make that [TS]

00:14:05 ◼   ► official anytime it wants no technical [TS]

00:14:06 ◼   ► hurdles the code is pretty much all the [TS]

00:14:08 ◼   ► way done it would work fine but you [TS]

00:14:12 ◼   ► certainly can't run Mac apps on your [TS]

00:14:13 ◼   ► iPhone or your iPad or anything like [TS]

00:14:16 ◼   ► that [TS]

00:14:16 ◼   ► so I the more I think about it the more [TS]

00:14:17 ◼   ► I think I'm Brella branding of the OS [TS]

00:14:19 ◼   ► will never come to pass as long as there [TS]

00:14:23 ◼   ► are what we think of as Mac applications [TS]

00:14:25 ◼   ► that are not designed for touch and I [TS]

00:14:28 ◼   ► don't see that changing anytime soon [TS]

00:14:29 ◼   ► because certainly lion is not saying hey [TS]

00:14:31 ◼   ► all line developers are Mac developers [TS]

00:14:33 ◼   ► make all your apps usable through touch [TS]

00:14:34 ◼   ► no it's not what line is about at all so [TS]

00:14:37 ◼   ► I'm thinking no umbrella branding for a [TS]

00:14:39 ◼   ► while and I really have no idea why they [TS]

00:14:41 ◼   ► took out the 10 the only conspiracy [TS]

00:14:43 ◼   ► theory I can come up or took out the Mac [TS]

00:14:45 ◼   ► the only conspiracy theory I can come up [TS]

00:14:46 ◼   ► with is the old one this is from way [TS]

00:14:48 ◼   ► back of any time I will did anything [TS]

00:14:49 ◼   ► remotely in this direction people would [TS]

00:14:51 ◼   ► say oh my god they're going to let you [TS]

00:14:53 ◼   ► run a Mac OS 10 on non-apple hardware [TS]

00:14:55 ◼   ► and that's why they want to take the Mac [TS]

00:14:56 ◼   ► out because now it's OS 10 and you can [TS]

00:14:58 ◼   ► run on Dells and compacts to that old [TS]

00:15:01 ◼   ► you know again technically possible the [TS]

00:15:03 ◼   ► whole yellow box thing running it on it [TS]

00:15:06 ◼   ► was the old one where you're gonna run [TS]

00:15:08 ◼   ► applications on top of Windows on top of [TS]

00:15:11 ◼   ► the yellow box and then the change was [TS]

00:15:13 ◼   ► let's just let people run Mac OS 10 on [TS]

00:15:14 ◼   ► any hardware they can buy out of the box [TS]

00:15:16 ◼   ► hackintosh stuff I don't think any of [TS]

00:15:18 ◼   ► that's happening well John Gruber our [TS]

00:15:20 ◼   ► friend John Gruber of daring fireball co [TS]

00:15:22 ◼   ► host of another show we do here called [TS]

00:15:24 ◼   ► talk show wrote related to what you were [TS]

00:15:27 ◼   ► saying [TS]

00:15:28 ◼   ► he says I'm pretty sure the only reason [TS]

00:15:29 ◼   ► Mac was ever put into the name of the OS [TS]

00:15:32 ◼   ► was for the ill-considered cloning era [TS]

00:15:35 ◼   ► prior to the [TS]

00:15:36 ◼   ► loans it was just called system seven [TS]

00:15:37 ◼   ► system six they renamed it to Mac OS so [TS]

00:15:40 ◼   ► there'd be some sort of Mac involved on [TS]

00:15:42 ◼   ► machines that themselves could not be [TS]

00:15:44 ◼   ► called Mac's so it's almost like the [TS]

00:15:46 ◼   ► inverse of what you're saying instead of [TS]

00:15:49 ◼   ► this being some kind of implication that [TS]

00:15:50 ◼   ► Apple's going to do that again it's [TS]

00:15:52 ◼   ► going back to that time period and [TS]

00:15:53 ◼   ► saying that was the only reason they put [TS]

00:15:55 ◼   ► the word Mac in there anyway because [TS]

00:15:57 ◼   ► these essentially what we're essentially [TS]

00:15:59 ◼   ► PC vendors selling machines that could [TS]

00:16:02 ◼   ► run the you know previously system seven [TS]

00:16:06 ◼   ► they could have called it system eight [TS]

00:16:07 ◼   ► but instead it was Mac OS yeah I buy [TS]

00:16:10 ◼   ► that although whatever the original [TS]

00:16:12 ◼   ► motivation was it became a branding tool [TS]

00:16:16 ◼   ► you know max run Mac OS it was a way of [TS]

00:16:20 ◼   ► describing the thing that runs on Macs [TS]

00:16:22 ◼   ► if it was just called system when people [TS]

00:16:24 ◼   ► talked about it you know do you have [TS]

00:16:25 ◼   ► system eight system seven system twelve [TS]

00:16:27 ◼   ► whatever there would be no context and [TS]

00:16:29 ◼   ► you wouldn't be reinforcing the [TS]

00:16:30 ◼   ► Macintosh brand that's kind of why I [TS]

00:16:33 ◼   ► like the Mac books you know they're they [TS]

00:16:36 ◼   ► chose to put Mac in front of that they [TS]

00:16:37 ◼   ► ditched power and put Mac in front of it [TS]

00:16:39 ◼   ► you know the same thing with the iBook [TS]

00:16:40 ◼   ► they chose to put Mac in there because [TS]

00:16:42 ◼   ► they wanted to work on the Mac brand and [TS]

00:16:45 ◼   ► maybe that was that gets back to the [TS]

00:16:46 ◼   ► conspiracy theory it's like oh that's a [TS]

00:16:47 ◼   ► piece of hardware you know sir certainly [TS]

00:16:49 ◼   ► they weren't calling it Mac Book to [TS]

00:16:50 ◼   ► differentiate it from other books that [TS]

00:16:51 ◼   ► also run their operating systems because [TS]

00:16:53 ◼   ► that was not happening that they put the [TS]

00:16:56 ◼   ► Mac on the hardware but they don't put [TS]

00:16:57 ◼   ► the Mac on the software does that mean [TS]

00:16:58 ◼   ► the software can run on something other [TS]

00:17:00 ◼   ► than max I don't know it's so hard to [TS]

00:17:01 ◼   ► tell with marketing and branding it's so [TS]

00:17:04 ◼   ► much of it is just taste and whim so I'm [TS]

00:17:07 ◼   ► I wouldn't even know what to read into [TS]

00:17:09 ◼   ► it and I'm just trying not to read [TS]

00:17:10 ◼   ► anything to it what what bothered me the [TS]

00:17:12 ◼   ► most is that now like do I have to go [TS]

00:17:13 ◼   ► back and search and replace in my review [TS]

00:17:16 ◼   ► Mac os10 with OS 10 it just looks weird [TS]

00:17:18 ◼   ► to me looks kind of naked and I'm not [TS]

00:17:19 ◼   ► used to it plus and then I can't do a [TS]

00:17:21 ◼   ► global search in replace because anytime [TS]

00:17:22 ◼   ► I refer to Snow Leopard that was called [TS]

00:17:24 ◼   ► Mac OS 10 so I can't call that OS 10 ten [TS]

00:17:27 ◼   ► point six absolute Mac OS 10 pin point [TS]

00:17:29 ◼   ► six wish I could just make up their mind [TS]

00:17:31 ◼   ► as I'm saying do you remember at what [TS]

00:17:34 ◼   ► point will not interrupt you do you [TS]

00:17:36 ◼   ► remember at what point they stopped [TS]

00:17:42 ◼   ► calling them Macintosh and just really [TS]

00:17:45 ◼   ► called them Mac's I mean was that from [TS]

00:17:47 ◼   ► the very beginning I seem to remember [TS]

00:17:49 ◼   ► always just call him Mac but at what [TS]

00:17:52 ◼   ► point what point were they not really [TS]

00:17:54 ◼   ► pushing that as much at what point did [TS]

00:17:56 ◼   ► they start using it on their product I [TS]

00:17:58 ◼   ► think the beginning of the end of that [TS]

00:18:01 ◼   ► was when the iMac was introduced but for [TS]

00:18:04 ◼   ► a long time it was power Macintosh g3 [TS]

00:18:06 ◼   ► right power Macintosh g4 I believe it [TS]

00:18:09 ◼   ► was also power Macintosh g5 some were a [TS]

00:18:12 ◼   ► little bit after that the word Macintosh [TS]

00:18:15 ◼   ► spelled out the long way that Apple does [TS]

00:18:18 ◼   ► pretty much disappeared and now it's not [TS]

00:18:22 ◼   ► on any of their products anymore [TS]

00:18:23 ◼   ► certainly and it's hard to even find it [TS]

00:18:25 ◼   ► on their website unless you're looking [TS]

00:18:26 ◼   ► at an old product so that faded out [TS]

00:18:28 ◼   ► fairly recently yeah well I'm wondering [TS]

00:18:29 ◼   ► when what was the last machine maybe [TS]

00:18:32 ◼   ► somebody can tell us on Twitter what was [TS]

00:18:36 ◼   ► the bank because I'm milking its [TS]

00:18:37 ◼   ► chairman today what was the very last [TS]

00:18:40 ◼   ► Mac that said Macintosh on it now [TS]

00:18:43 ◼   ► actually on the hardware or on the [TS]

00:18:46 ◼   ► product materials I can find that out [TS]

00:18:48 ◼   ► for you in a couple seconds here so [TS]

00:18:50 ◼   ► because I don't want to I don't in the [TS]

00:18:52 ◼   ► show not knowing this yeah let's see all [TS]

00:18:56 ◼   ► models let's look until the Macintosh [TS]

00:18:58 ◼   ► name disappears all the iPods are all [TS]

00:19:01 ◼   ► mixed in IMAX IMAX so much for two signs [TS]

00:19:08 ◼   ► iBooks yeah Wow [TS]

00:19:10 ◼   ► and there's a sound of somebody else [TS]

00:19:12 ◼   ► searching is not the best way to fill [TS]

00:19:14 ◼   ► time and I think all right well I'll [TS]

00:19:16 ◼   ► look it up and so we do we don't we [TS]

00:19:20 ◼   ► don't need Twitter responses is what [TS]

00:19:22 ◼   ► you're saying yeah although the chat [TS]

00:19:24 ◼   ► room you know that's what the chat room [TS]

00:19:25 ◼   ► is for they should I can't look at this [TS]

00:19:26 ◼   ► I can't look at in two seconds I know [TS]

00:19:27 ◼   ► I'm in it though you're so getting back [TS]

00:19:31 ◼   ► to what uh what Gruber was saying about [TS]

00:19:33 ◼   ► the the time of the clones and [TS]

00:19:36 ◼   ► everything right finally got a chance to [TS]

00:19:37 ◼   ► listen to that thing that went around [TS]

00:19:41 ◼   ► which was showing Steve Jobs closing [TS]

00:19:44 ◼   ► keynote at WWNT 97 yeah did you listen [TS]

00:19:47 ◼   ► to that yeah watch them so that was [TS]

00:19:52 ◼   ► great to watch and it's great to be [TS]

00:19:55 ◼   ► reminded of how different things were [TS]

00:19:56 ◼   ► back then like people were listening to [TS]

00:19:58 ◼   ► it because they wanted to hear let's [TS]

00:20:00 ◼   ► hear how well Steve predicted the future [TS]

00:20:02 ◼   ► like he said [TS]

00:20:03 ◼   ► he was gonna do all these great things [TS]

00:20:04 ◼   ► and people laughed at him to look that [TS]

00:20:05 ◼   ► he did them and there's a lot of that in [TS]

00:20:07 ◼   ► there he outlined a strategy and some [TS]

00:20:09 ◼   ► broad strokes of what Apple should do [TS]

00:20:11 ◼   ► that sounded ridiculous in the context [TS]

00:20:14 ◼   ► of him saying it sounded like who's this [TS]

00:20:15 ◼   ► guy who was this blowhard like yeah sure [TS]

00:20:17 ◼   ► make that happen and he did it he did it [TS]

00:20:19 ◼   ► like beyond even his own expectations [TS]

00:20:21 ◼   ► all right but there are other aspects of [TS]

00:20:23 ◼   ► it that are so unlike the Steve Jobs an [TS]

00:20:25 ◼   ► Apple that we know today in particular I [TS]

00:20:27 ◼   ► was thinking about related to the [TS]

00:20:29 ◼   ► cloning thing his position on a cloning [TS]

00:20:32 ◼   ► like you were if you were to ask any [TS]

00:20:33 ◼   ► modern Apple hater you know I have video [TS]

00:20:37 ◼   ► Steve Jobs 1997 someone asked about [TS]

00:20:39 ◼   ► clones what do you think he said I bet [TS]

00:20:41 ◼   ► he said that you're not allowed to clone [TS]

00:20:42 ◼   ► at all there'll be no clones and it has [TS]

00:20:44 ◼   ► to be closed box and you're going to use [TS]

00:20:46 ◼   ► super special screws you can't even open [TS]

00:20:48 ◼   ► it up and if anything breaks yet to [TS]

00:20:50 ◼   ► throw it in the garbage and buy another [TS]

00:20:51 ◼   ► one that was my PC user impression it [TS]

00:20:54 ◼   ► was great but if you if you look at what [TS]

00:20:57 ◼   ► he actually says what he says it is that [TS]

00:20:59 ◼   ► he thinks the cloners at that point that [TS]

00:21:03 ◼   ► the clone makers were being given [TS]

00:21:04 ◼   ► reference hardware designs from Apple he [TS]

00:21:06 ◼   ► says we shouldn't be giving them [TS]

00:21:08 ◼   ► reference hardware designs let them [TS]

00:21:09 ◼   ► build whatever the heck Hardware they [TS]

00:21:10 ◼   ► want they don't need any help from us we [TS]

00:21:12 ◼   ► will license them the OS at a price that [TS]

00:21:15 ◼   ► we decide is fair and they can build any [TS]

00:21:16 ◼   ► hardware they want you know they don't [TS]

00:21:18 ◼   ► have to copy our where they can make it [TS]

00:21:19 ◼   ► better Hardware cheaper hardware [TS]

00:21:21 ◼   ► whatever you know but some lets him go [TS]

00:21:23 ◼   ► nuts he was not a single Brett the thing [TS]

00:21:25 ◼   ► that he said in that thing that was anti [TS]

00:21:27 ◼   ► cloning if anything he was more sort of [TS]

00:21:29 ◼   ► laissez faire I've just let those guys [TS]

00:21:31 ◼   ► do what they want now he was definitely [TS]

00:21:32 ◼   ► uh down on Apple losing money what his [TS]

00:21:36 ◼   ► big thrust was we're going to charge you [TS]

00:21:38 ◼   ► a lot to lies in the Mac OS and in fact [TS]

00:21:40 ◼   ► if you only make really expensive [TS]

00:21:42 ◼   ► computers we're going to charge you even [TS]

00:21:43 ◼   ► more because if you just make really [TS]

00:21:45 ◼   ► expensive computers as a high margin [TS]

00:21:46 ◼   ► products and you know we have to give [TS]

00:21:49 ◼   ► you some motivation to make low margin [TS]

00:21:50 ◼   ► products you know we're not going to [TS]

00:21:51 ◼   ► just have all the low margin products [TS]

00:21:53 ◼   ► and you take all the big high margin [TS]

00:21:54 ◼   ► product products and we're going to [TS]

00:21:55 ◼   ► structure our licensing to make that [TS]

00:21:57 ◼   ► happen [TS]

00:21:57 ◼   ► so he was definitely looking out for [TS]

00:21:58 ◼   ► number one but he was a hundred percent [TS]

00:22:00 ◼   ► on board with the cloning thing and he [TS]

00:22:02 ◼   ► was also a hundred percent on board with [TS]

00:22:03 ◼   ► Intel it's like if someone wants to make [TS]

00:22:04 ◼   ► an Intel machine and you can run [TS]

00:22:08 ◼   ► Rhapsody on Intel I know it was the [TS]

00:22:09 ◼   ► wrapper to the arrow too so that's [TS]

00:22:11 ◼   ► another that's another strange vestige [TS]

00:22:15 ◼   ► of the past most people don't remember [TS]

00:22:16 ◼   ► that [TS]

00:22:17 ◼   ► the plan was to take next step and port [TS]

00:22:20 ◼   ► it to the Mac pretty much wholesale and [TS]

00:22:23 ◼   ► continue to distribute the yellow box [TS]

00:22:26 ◼   ► for Windows and other ways of running [TS]

00:22:27 ◼   ► your applications on things that weren't [TS]

00:22:29 ◼   ► Max and Steve Jobs was 100% down with [TS]

00:22:32 ◼   ► that he was like yep go for that that'll [TS]

00:22:33 ◼   ► be great didn't happen obviously he made [TS]

00:22:37 ◼   ► mention in in the actual QA he said you [TS]

00:22:41 ◼   ► know some developer asked about holes in [TS]

00:22:45 ◼   ► the product line up that that Steve [TS]

00:22:47 ◼   ► thought developers could fill and he [TS]

00:22:48 ◼   ► said well you know Adobe and Microsoft [TS]

00:22:50 ◼   ► as far as I know haven't signed up to to [TS]

00:22:53 ◼   ► port their applications to Rhapsody so [TS]

00:22:55 ◼   ► what are you guys waiting for you know [TS]

00:22:56 ◼   ► there's no Photoshop on Rhapsody is any [TS]

00:22:59 ◼   ► office huge openings for you to become [TS]

00:23:02 ◼   ► the next office or Photoshop which is [TS]

00:23:04 ◼   ► kind of ridiculous on its face and we [TS]

00:23:06 ◼   ► all know how that actually turned out [TS]

00:23:07 ◼   ► the Wow it turned out was that Adobe [TS]

00:23:10 ◼   ► Microsoft say yeah we're not pouring to [TS]

00:23:12 ◼   ► that and apple says okay we'll change [TS]

00:23:14 ◼   ► our OS strategy so you so will get your [TS]

00:23:16 ◼   ► application so the next year or the year [TS]

00:23:18 ◼   ► after he's on stage saying look he's a [TS]

00:23:19 ◼   ► version of Photoshop running on carbon [TS]

00:23:21 ◼   ► isn't it great so I hope no developers [TS]

00:23:23 ◼   ► took his advice and decided to work on [TS]

00:23:25 ◼   ► the next Photoshop killer only to have [TS]

00:23:27 ◼   ► that entire OS strategy scrapped but but [TS]

00:23:29 ◼   ► at least you can say that the next OS [TS]

00:23:31 ◼   ► strategy was the last in the long [TS]

00:23:33 ◼   ► distinguished line of next-generation [TS]

00:23:35 ◼   ► Apple operating system strategies and by [TS]

00:23:38 ◼   ► the way I've been told on Twitter by [TS]

00:23:40 ◼   ► Dwayne Sibley sabili valve onus is his a [TS]

00:23:48 ◼   ► Twitter moniker he says a power [TS]

00:23:50 ◼   ► Macintosh g5 was the last model to have [TS]

00:23:52 ◼   ► Macintosh in the name as there you go I [TS]

00:23:56 ◼   ► was close but I had that that might be [TS]

00:23:58 ◼   ► in there Proctor what was the lab be I [TS]

00:23:59 ◼   ► don't think does does the does the the [TS]

00:24:03 ◼   ► power Mac or the Mac Pros did they [TS]

00:24:05 ◼   ► actually have anything printed on them [TS]

00:24:07 ◼   ► or the LD where is it print g3 had the [TS]

00:24:10 ◼   ► g3 had power Macintosh somewhere on it [TS]

00:24:12 ◼   ► did the g5 mines in a box [TS]

00:24:15 ◼   ► certainly the Box did I don't think the [TS]

00:24:17 ◼   ► name was printed on the g5 and here [TS]

00:24:20 ◼   ► there was a g5 on it maybe it was there [TS]

00:24:21 ◼   ► g5 know when they went to the aluminum [TS]

00:24:24 ◼   ► chassis though I think I don't think [TS]

00:24:26 ◼   ► there was any of that yeah you tell me [TS]

00:24:29 ◼   ► someone's printed on the aluminum the [TS]

00:24:30 ◼   ► weight is on the [TS]

00:24:31 ◼   ► I have the Apple logo on both sides I [TS]

00:24:33 ◼   ► think that sets the g3 had a G and a [TS]

00:24:35 ◼   ► three underneath the little plexiglass [TS]

00:24:37 ◼   ► did you ever have one of those oh this [TS]

00:24:40 ◼   ► could be a good segue did you ever have [TS]

00:24:42 ◼   ► one of those Windtunnel max the g5 with [TS]

00:24:44 ◼   ► the Windtunnel [TS]

00:24:45 ◼   ► no I yeah 35 the wind tunnels were ready [TS]

00:24:48 ◼   ► for Round four yeah I had one of those I [TS]

00:24:51 ◼   ► had the blue and white g3 which was a [TS]

00:24:53 ◼   ► great love that that's my favorite Mac [TS]

00:24:55 ◼   ► of all time that lasted me a really long [TS]

00:24:57 ◼   ► time and then I skipped the entire g4 [TS]

00:25:00 ◼   ► series which was kind of a blessing [TS]

00:25:01 ◼   ► because that was just a like the first [TS]

00:25:03 ◼   ► g4 us were okay but then they got weird [TS]

00:25:05 ◼   ► and evil and jumped right from the g3 [TS]

00:25:08 ◼   ► the g5 which was a big upgrade and well [TS]

00:25:11 ◼   ► worth it and use that g5 for a long time [TS]

00:25:12 ◼   ► but I gotta say this Mac Pro that I have [TS]

00:25:14 ◼   ► now is the best tower Mac that I've [TS]

00:25:17 ◼   ► owned in terms of just like the things [TS]

00:25:20 ◼   ► that I care about you know expandability [TS]

00:25:23 ◼   ► noise so far reliability fingers-crossed [TS]

00:25:26 ◼   ► ease of getting into and out of it all [TS]

00:25:29 ◼   ► that good stuff it's so much quieter [TS]

00:25:31 ◼   ► than my Power Mac g5 was has so fewer [TS]

00:25:34 ◼   ► many fewer annoying things like that [TS]

00:25:37 ◼   ► chirping power supply and you know video [TS]

00:25:40 ◼   ► card dying and excessive heat and stuff [TS]

00:25:42 ◼   ► like that so I'm really happy with this [TS]

00:25:44 ◼   ► one so happy in fact that I'm wondering [TS]

00:25:46 ◼   ► like what's going to make me buy another [TS]

00:25:47 ◼   ► Mac Pro again we could probably wait [TS]

00:25:49 ◼   ► another year or two years before I get [TS]

00:25:51 ◼   ► it on a Mac Pro well there's actually [TS]

00:25:53 ◼   ► well this could be a segue John into [TS]

00:25:55 ◼   ► into this discussion unless you have [TS]

00:25:57 ◼   ► more follow-up or anything well no [TS]

00:25:59 ◼   ► actually I do have a main topic today if [TS]

00:26:01 ◼   ► I can no we can't go into the topic that [TS]

00:26:03 ◼   ► I wanted to do go ahead you know no no [TS]

00:26:06 ◼   ► hey I usually give you a list of topics [TS]

00:26:08 ◼   ► than you pick so I don't you know no I [TS]

00:26:09 ◼   ► want your topic that's what the people [TS]

00:26:12 ◼   ► want this is your show but what you're [TS]

00:26:13 ◼   ► talking it won't be long with me I know [TS]

00:26:16 ◼   ► what how long do you have to do you have [TS]

00:26:18 ◼   ► a timeline really we got time all right [TS]

00:26:22 ◼   ► well they actually will keep me in [TS]

00:26:23 ◼   ► suspense before we say it we'd like to [TS]

00:26:25 ◼   ► thank FreshBooks [TS]

00:26:26 ◼   ► for sponsoring today's episode you know [TS]

00:26:28 ◼   ► I love doing this stuff I don't love [TS]

00:26:29 ◼   ► invoicing I don't love the accounting [TS]

00:26:32 ◼   ► side of the business and freshbooks [TS]

00:26:33 ◼   ► makes this incredibly easy what they are [TS]

00:26:36 ◼   ► is they're in online invoicing service [TS]

00:26:38 ◼   ► it just they save you time they get you [TS]

00:26:40 ◼   ► paid faster and they make you look like [TS]

00:26:41 ◼   ► a pro it's that simple and getting [TS]

00:26:43 ◼   ► started is totally free [TS]

00:26:45 ◼   ► do any any kind of invoice and they've [TS]

00:26:47 ◼   ► got the workflows down you can do it [TS]

00:26:49 ◼   ► recurring invoices you can create new [TS]

00:26:51 ◼   ► clients on the fly while you're making a [TS]

00:26:53 ◼   ► new invoice all these little things that [TS]

00:26:55 ◼   ► are hard to do in every other system are [TS]

00:26:58 ◼   ► just simple to do here and you should [TS]

00:27:01 ◼   ► really go check it out and here's [TS]

00:27:02 ◼   ► another cool thing that they're going to [TS]

00:27:03 ◼   ► do for 5x5 letters for listeners of [TS]

00:27:05 ◼   ► hypercritical every week they're going [TS]

00:27:07 ◼   ► to give away a birthday cake now I've [TS]

00:27:08 ◼   ► heard from people who have received [TS]

00:27:10 ◼   ► these cakes and they claim that they're [TS]

00:27:12 ◼   ► amazing cakes and you could win one just [TS]

00:27:14 ◼   ► by when you go there and you sign up for [TS]

00:27:16 ◼   ► your free account well it starts free I [TS]

00:27:18 ◼   ► think at some point that went you got to [TS]

00:27:19 ◼   ► pay something but it's free for a while [TS]

00:27:22 ◼   ► when you're signing up there's a place [TS]

00:27:25 ◼   ► where it says how'd you hear about us [TS]

00:27:26 ◼   ► you type in there hypercritical and/or I [TS]

00:27:29 ◼   ► love John siracusa either one of those [TS]

00:27:30 ◼   ► will work and they will pick somebody [TS]

00:27:33 ◼   ► every week and send them a birthday cake [TS]

00:27:36 ◼   ► should go do that at FreshBooks comm ok [TS]

00:27:39 ◼   ► now what now what's your topic you know [TS]

00:27:42 ◼   ► the key part of that promo is that it's [TS]

00:27:44 ◼   ► a birthday cake it's not just a cake [TS]

00:27:46 ◼   ► yeah it is a birthless decorated as if [TS]

00:27:48 ◼   ► it was a for a birthday but it doesn't [TS]

00:27:50 ◼   ► have to be a birthday you don't have to [TS]

00:27:51 ◼   ► have it but that's the that's the key [TS]

00:27:53 ◼   ► part of that promotion you just had the [TS]

00:27:54 ◼   ► cake that's not good you have a birthday [TS]

00:27:56 ◼   ► cake now you've got something you're [TS]

00:27:59 ◼   ► right thank you so this is like [TS]

00:28:03 ◼   ► carryover from WOD Sivas we did a really [TS]

00:28:05 ◼   ► long show about WWDC but still so many [TS]

00:28:09 ◼   ► things in my mind and never mind all the [TS]

00:28:11 ◼   ► stuff that I can't talk about because of [TS]

00:28:12 ◼   ► NDA this this is about iCloud which I [TS]

00:28:17 ◼   ► know I talked about a lot of the other [TS]

00:28:18 ◼   ► thing but that really was the big [TS]

00:28:19 ◼   ► announcement it's still and everything [TS]

00:28:21 ◼   ► about iCloud is still like stewing in my [TS]

00:28:23 ◼   ► mind especially since it's not likely [TS]

00:28:24 ◼   ► released in a day and everyone could go [TS]

00:28:26 ◼   ► download it it's still like here's what [TS]

00:28:28 ◼   ► we're planning on doing and you know [TS]

00:28:30 ◼   ► there's some sort of beta access and [TS]

00:28:31 ◼   ► there are some API is but we don't know [TS]

00:28:33 ◼   ► like in practice what it's like to use [TS]

00:28:35 ◼   ► iCloud even developers don't because the [TS]

00:28:37 ◼   ► developer stuff they have for you is not [TS]

00:28:38 ◼   ► representative what the experience will [TS]

00:28:40 ◼   ► be like [TS]

00:28:40 ◼   ► when the product is introduced so I'm [TS]

00:28:42 ◼   ► still in the mode where I'm thinking [TS]

00:28:44 ◼   ► about I'm trying to handicap Apple's [TS]

00:28:46 ◼   ► odds like yours again we've talked we've [TS]

00:28:48 ◼   ► done past shows about how bad they are [TS]

00:28:50 ◼   ► there's online service stuff and iCloud [TS]

00:28:53 ◼   ► they said most of the right things but [TS]

00:28:56 ◼   ► I'm still dubious about it [TS]

00:28:58 ◼   ► so one thing I was thinking about is the [TS]

00:29:02 ◼   ► nuts and bolts of like I also we've got [TS]

00:29:04 ◼   ► of the show so we talked about how I [TS]

00:29:05 ◼   ► thought Google's biggest advantage was [TS]

00:29:07 ◼   ► their data center operations so I was [TS]

00:29:08 ◼   ► thinking about what do the best online [TS]

00:29:11 ◼   ► companies do on the server side how do [TS]

00:29:15 ◼   ► they operate we're in broad strokes and [TS]

00:29:16 ◼   ► specifically how do they make their [TS]

00:29:18 ◼   ► online services you know make them work [TS]

00:29:21 ◼   ► and so the three ones I picked to to [TS]

00:29:23 ◼   ► talk to talk about our Google Facebook [TS]

00:29:26 ◼   ► and Amazon and I would say if you had to [TS]

00:29:29 ◼   ► pick three of the best online service [TS]

00:29:32 ◼   ► companies those would be right up the [TS]

00:29:33 ◼   ► top of most people's lists no one's [TS]

00:29:34 ◼   ► going to argue you can argue about how [TS]

00:29:36 ◼   ► much you like the companies or their [TS]

00:29:37 ◼   ► products but if you talk about someone [TS]

00:29:38 ◼   ► who has built a business online and has [TS]

00:29:41 ◼   ► been successful at scale that's really [TS]

00:29:43 ◼   ► what I'm talking about it's a scale [TS]

00:29:44 ◼   ► because Google scale Facebook scale [TS]

00:29:46 ◼   ► Amazon scale that's the scale that it [TS]

00:29:48 ◼   ► seems like Apple wants to work on and [TS]

00:29:49 ◼   ► especially if since iCloud is free and [TS]

00:29:51 ◼   ► it's going to be integral part of every [TS]

00:29:52 ◼   ► device it sells I do you know how many [TS]

00:29:54 ◼   ► iPhones are out there tab just like a [TS]

00:29:56 ◼   ► hundred million or something but it's [TS]

00:29:58 ◼   ► big it's a big number and I would bet [TS]

00:30:00 ◼   ► the number of MobileMe subscribers is [TS]

00:30:03 ◼   ► you know 1/100 of the number of people [TS]

00:30:06 ◼   ► with iOS devices so presumably [TS]

00:30:08 ◼   ► eventually all iOS devices that are [TS]

00:30:11 ◼   ► still functioning will be iOS 5 running [TS]

00:30:13 ◼   ► iCloud because it's free I'm assuming [TS]

00:30:15 ◼   ► everyone will opt into it because why [TS]

00:30:16 ◼   ► wouldn't you get all these features [TS]

00:30:17 ◼   ► unless you're super paranoid about [TS]

00:30:19 ◼   ► privacy which believe me people are not [TS]

00:30:20 ◼   ► as evidenced by the popularity of [TS]

00:30:23 ◼   ► Facebook so iCloud is going to have to [TS]

00:30:26 ◼   ► scale at you know much higher than [TS]

00:30:29 ◼   ► anything Apple has ever done with the [TS]

00:30:31 ◼   ► possible exception of the iTunes Store [TS]

00:30:32 ◼   ► but and everyone throws the iTunes Store [TS]

00:30:34 ◼   ► my face when I complained about Apple [TS]

00:30:35 ◼   ► being bad at online but the iTunes Store [TS]

00:30:38 ◼   ► is perhaps the simplest possible online [TS]

00:30:41 ◼   ► service when compared to the things that [TS]

00:30:43 ◼   ► like you know Amazon Google and Facebook [TS]

00:30:44 ◼   ► do it's almost entirely reads where [TS]

00:30:47 ◼   ► you're reading about reading the [TS]

00:30:49 ◼   ► catalogue downloading stuff that doesn't [TS]

00:30:51 ◼   ► change that frequently benefits [TS]

00:30:54 ◼   ► tremendously from caching and [TS]

00:30:55 ◼   ► distribution and the only thing you [TS]

00:30:57 ◼   ► write are the transactions when you you [TS]

00:30:59 ◼   ► know do something that when you purchase [TS]

00:31:00 ◼   ► something so it's the simplest possible [TS]

00:31:02 ◼   ► ecommerce site I don't know it's [TS]

00:31:04 ◼   ► complicated with all the CD ends and how [TS]

00:31:06 ◼   ► they get this the stuff distributed and [TS]

00:31:08 ◼   ► they have the client software I'm not [TS]

00:31:09 ◼   ► saying it's easy but compared to an [TS]

00:31:11 ◼   ► online service that [TS]

00:31:12 ◼   ► significant portion of Rights it's much [TS]

00:31:15 ◼   ► tougher like think about Facebook where [TS]

00:31:16 ◼   ► most people are just browsing Facebook [TS]

00:31:18 ◼   ► but it is the expectation that when you [TS]

00:31:20 ◼   ► post a little comment or something and [TS]

00:31:22 ◼   ► you and you click the button to submit [TS]

00:31:24 ◼   ► it when the page loads again you see [TS]

00:31:25 ◼   ► your comment and not only do you see it [TS]

00:31:26 ◼   ► but other people see it too wouldn't be [TS]

00:31:28 ◼   ► acceptable for you to submit the comment [TS]

00:31:29 ◼   ► and then they bring you back to the page [TS]

00:31:31 ◼   ► and you don't see your comment and then [TS]

00:31:32 ◼   ► you reload and you see it but then you [TS]

00:31:34 ◼   ► reload again and you don't see it but [TS]

00:31:35 ◼   ► then you reload and you know that's the [TS]

00:31:36 ◼   ► type of eventual consistency that you [TS]

00:31:38 ◼   ► can get away with on things like the [TS]

00:31:40 ◼   ► iTunes Store it's like now if not [TS]

00:31:42 ◼   ► everyone sees this new album that I [TS]

00:31:43 ◼   ► added they'll see it in 5-10 minutes [TS]

00:31:45 ◼   ► they'll be fine with a readwrite service [TS]

00:31:47 ◼   ► you need to be responsive to changes [TS]

00:31:49 ◼   ► immediately and there's no margin for [TS]

00:31:52 ◼   ► now you'll see your comment eventually [TS]

00:31:54 ◼   ► like once you give them a message and [TS]

00:31:56 ◼   ► say you can't appear in ten minutes [TS]

00:31:57 ◼   ► you'll be like what the heck when I [TS]

00:31:58 ◼   ► submit my comment I want to see it [TS]

00:32:00 ◼   ► immediately you know the readwrite [TS]

00:32:02 ◼   ► services are much harder especially with [TS]

00:32:03 ◼   ► multiple users and concurrency and [TS]

00:32:05 ◼   ► making updates appear everywhere doing [TS]

00:32:07 ◼   ► minimal updates to two things instead of [TS]

00:32:09 ◼   ► updating you know more than you have to [TS]

00:32:11 ◼   ► so anyway here's how these companies do [TS]

00:32:16 ◼   ► their server-side stuff I'll start with [TS]

00:32:17 ◼   ► Google so the first thing that Google [TS]

00:32:19 ◼   ► has is they do their own hardware which [TS]

00:32:22 ◼   ► sounds crazy but probably won't in in a [TS]

00:32:25 ◼   ► few minutes they do that because one of [TS]

00:32:28 ◼   ► the significant costs is the electricity [TS]

00:32:31 ◼   ► to power the data centers the power the [TS]

00:32:32 ◼   ► cooling and everything like that so they [TS]

00:32:33 ◼   ► can reduce the power consumption of [TS]

00:32:35 ◼   ► their computers and/or the density of [TS]

00:32:36 ◼   ► their computers they have to pay less [TS]

00:32:38 ◼   ► for cooling to pay less for electricity [TS]

00:32:40 ◼   ► and it makes a big dent in the budget [TS]

00:32:41 ◼   ► and they just feel like they can design [TS]

00:32:44 ◼   ► a custom piece of hardware that is [TS]

00:32:46 ◼   ► cheaper and more efficient than they [TS]

00:32:50 ◼   ► could get something off the shelf and [TS]

00:32:52 ◼   ► Google's big thing also with their [TS]

00:32:53 ◼   ► hardware is not only is a custom [TS]

00:32:54 ◼   ► hardware but it's not custom fancy [TS]

00:32:56 ◼   ► hardware it's custom crappy hardware [TS]

00:32:58 ◼   ► they're all their stuff is built with [TS]

00:32:59 ◼   ► the expectation that the hardware will [TS]

00:33:01 ◼   ► fail they use crappy commodity discs [TS]

00:33:03 ◼   ► off-the-shelf you know pieces for the [TS]

00:33:06 ◼   ► CPUs it's not like a really fancy you [TS]

00:33:08 ◼   ► know the Sun boxes they used to be the [TS]

00:33:09 ◼   ► size of refrigerators and they're across [TS]

00:33:11 ◼   ► tens of thousands of dollars and they [TS]

00:33:12 ◼   ► were all purple and to cool lights and [TS]

00:33:14 ◼   ► um and stuff and there was you know a [TS]

00:33:15 ◼   ► custom backplane switching Network [TS]

00:33:17 ◼   ► inside connecting the CPUs and all you [TS]

00:33:20 ◼   ► know that's not what Google is about [TS]

00:33:21 ◼   ► they're about cheap simple commodity [TS]

00:33:24 ◼   ► pieces that they assemble maybe they [TS]

00:33:26 ◼   ► have [TS]

00:33:26 ◼   ► wanted to you know maybe have a custom [TS]

00:33:27 ◼   ► motherboard that they commissioned [TS]

00:33:29 ◼   ► someone else to make or whatever but [TS]

00:33:30 ◼   ► it's not it's not because it's fancies [TS]

00:33:32 ◼   ► because they just want the components [TS]

00:33:33 ◼   ► they want everything else it and if they [TS]

00:33:34 ◼   ► don't need is removed there's no 5.1 [TS]

00:33:36 ◼   ► stereo dolby chip on google's right [TS]

00:33:38 ◼   ► uncool servers but if you buy an [TS]

00:33:40 ◼   ► off-the-rack dale who knows what's on [TS]

00:33:41 ◼   ► that motherboard that you're not going [TS]

00:33:42 ◼   ► to be interested in using right so [TS]

00:33:45 ◼   ► that's their that's the hardware and [TS]

00:33:47 ◼   ► then what they run on top of it is [TS]

00:33:49 ◼   ► basically a suite of almost entirely [TS]

00:33:50 ◼   ► custom software now they run Linux which [TS]

00:33:52 ◼   ► is the basis of all their stuff so [TS]

00:33:54 ◼   ► that's not custom that's that's their [TS]

00:33:55 ◼   ► commodity operating system but on top of [TS]

00:33:57 ◼   ► Linux they run their software that [TS]

00:33:59 ◼   ► creates an infrastructure like Linux is [TS]

00:34:01 ◼   ► practically the firmware for their stuff [TS]

00:34:02 ◼   ► so the big one that everyone's heard of [TS]

00:34:04 ◼   ► probably is MapReduce which is a way of [TS]

00:34:07 ◼   ► well that MapReduce as a concept is a [TS]

00:34:10 ◼   ► way of taking a task and splitting it up [TS]

00:34:12 ◼   ► into pieces that can be done in parallel [TS]

00:34:13 ◼   ► and MapReduce it within Google is a [TS]

00:34:16 ◼   ► framework for doing that across many [TS]

00:34:18 ◼   ► computers so you structure your job as a [TS]

00:34:20 ◼   ► series of steps that you map step in the [TS]

00:34:22 ◼   ► reduce step where you take a bunch of [TS]

00:34:24 ◼   ► data and map it to one thing and then [TS]

00:34:26 ◼   ► coalesce and so on you can follow the [TS]

00:34:27 ◼   ► links in the show notes to see exactly [TS]

00:34:29 ◼   ► what Map Reduce this but the bottom line [TS]

00:34:30 ◼   ► is it's a way of if you can [TS]

00:34:34 ◼   ► quote-unquote rephrase your task in [TS]

00:34:37 ◼   ► terms of MapReduce the MapReduce [TS]

00:34:38 ◼   ► framework will execute your tasks on a [TS]

00:34:40 ◼   ► huge amount of data in a short period of [TS]

00:34:42 ◼   ► time by spreading it over lots of [TS]

00:34:43 ◼   ► computers and it will handle all the [TS]

00:34:44 ◼   ► details for you and when an underlying [TS]

00:34:48 ◼   ► piece of that is GFS good the Google [TS]

00:34:50 ◼   ► file system it's a file system that they [TS]

00:34:52 ◼   ► wrote it's a distributed file system [TS]

00:34:54 ◼   ► where it's tailored for the needs of [TS]

00:34:56 ◼   ► Google where they work with huge huge [TS]

00:34:58 ◼   ► files and so like I think the minimum [TS]

00:35:00 ◼   ► allocation block in GFS is like 64 [TS]

00:35:03 ◼   ► megabytes or something gigantic like [TS]

00:35:04 ◼   ► that like you can if you want to make a [TS]

00:35:05 ◼   ► file with the letter A and it would be [TS]

00:35:06 ◼   ► 64 megabytes or you know actually that [TS]

00:35:10 ◼   ► might just be that chunk size and they [TS]

00:35:11 ◼   ► have a small thing with it but the point [TS]

00:35:12 ◼   ► is it's not like a file system on your [TS]

00:35:14 ◼   ► personal computer it's a distributed [TS]

00:35:16 ◼   ► file system made for dealing with huge [TS]

00:35:17 ◼   ► files across many machines there that [TS]

00:35:19 ◼   ► are spread through other data centers [TS]

00:35:21 ◼   ► you know and all around the world and [TS]

00:35:24 ◼   ► that's what they use to get that to get [TS]

00:35:26 ◼   ► and store their data and then on top of [TS]

00:35:28 ◼   ► all that they have BigTable which is [TS]

00:35:30 ◼   ► kind of like you're going to get kind of [TS]

00:35:32 ◼   ► like how you would build a database on [TS]

00:35:36 ◼   ► top of those other technologies where [TS]

00:35:38 ◼   ► it's kind of like a sequel database I [TS]

00:35:39 ◼   ► don't think it actually [TS]

00:35:40 ◼   ► sequel but it's a way to have structured [TS]

00:35:43 ◼   ► data like you instead of just having a [TS]

00:35:46 ◼   ► bunch of files that have data in them [TS]

00:35:48 ◼   ► this is structured dating you can ask [TS]

00:35:50 ◼   ► database type questions like it give me [TS]

00:35:51 ◼   ► the record for this person and it will [TS]

00:35:53 ◼   ► have the person's name and email address [TS]

00:35:55 ◼   ► or whatever that's their database [TS]

00:35:58 ◼   ► solution and none of those things [TS]

00:36:01 ◼   ► incidentally are available for sale and [TS]

00:36:04 ◼   ► none of those things are as far as I [TS]

00:36:06 ◼   ► know open source at this point the [TS]

00:36:08 ◼   ► amount of time and money and you know [TS]

00:36:11 ◼   ► expertise that Google has spent building [TS]

00:36:14 ◼   ► this infrastructure it's basically the [TS]

00:36:15 ◼   ► largest and most important expanded [TS]

00:36:17 ◼   ► technology expenditure the company has [TS]

00:36:19 ◼   ► ever made in terms of what they got out [TS]

00:36:22 ◼   ► of it because they run their business on [TS]

00:36:23 ◼   ► these services and more this probably [TS]

00:36:25 ◼   ► ones that we haven't even heard of that [TS]

00:36:26 ◼   ► there are probably ones that I haven't [TS]

00:36:27 ◼   ► listed and all of them are being revised [TS]

00:36:29 ◼   ► GFS I think is still coming up on [TS]

00:36:31 ◼   ► version 2 BigTable was a successor to [TS]

00:36:34 ◼   ► something else I think and they're [TS]

00:36:35 ◼   ► always trying to go beyond that so [TS]

00:36:37 ◼   ► they're not they didn't just make these [TS]

00:36:38 ◼   ► and then they build their business on [TS]

00:36:39 ◼   ► and forget about they're constantly [TS]

00:36:40 ◼   ► being revaluated revised and improved [TS]

00:36:42 ◼   ► it's kind of a shame they don't share [TS]

00:36:44 ◼   ► them but on the other hand like I said I [TS]

00:36:45 ◼   ► think this is a big competitive [TS]

00:36:47 ◼   ► advantage now Facebook next one another [TS]

00:36:51 ◼   ► gigantic company with probably more [TS]

00:36:54 ◼   ► users than any other online service but [TS]

00:36:56 ◼   ► I think they're up to like I don't wanna [TS]

00:36:57 ◼   ► know what they're up to are they into [TS]

00:36:58 ◼   ► the billions yet gosh I don't think it's [TS]

00:37:01 ◼   ► billions but who knows you know what if [TS]

00:37:02 ◼   ► we say it's not a bill if it's not [TS]

00:37:04 ◼   ► billions then and yeah the show will be [TS]

00:37:06 ◼   ► maybe like five hundred million or [TS]

00:37:07 ◼   ► something like that but it's it it's big [TS]

00:37:09 ◼   ► right really ah and so what they do in [TS]

00:37:12 ◼   ► their data centers is they have custom [TS]

00:37:14 ◼   ► hardware to and and unlike Google [TS]

00:37:17 ◼   ► they've decided to create this Open [TS]

00:37:19 ◼   ► Compute Project which I think we talked [TS]

00:37:20 ◼   ► about in the past where they want to [TS]

00:37:23 ◼   ► share their design for their custom [TS]

00:37:24 ◼   ► hardware in open-source kind of manner [TS]

00:37:27 ◼   ► hoping to take advantage of the fact [TS]

00:37:31 ◼   ► that they're not Google and so we all [TS]

00:37:32 ◼   ► collaborate and work on this open [TS]

00:37:34 ◼   ► computing platform hardware design thing [TS]

00:37:36 ◼   ► maybe we can compete with Google's [TS]

00:37:38 ◼   ► expertise because they kind of got there [TS]

00:37:40 ◼   ► first and they have the most experience [TS]

00:37:41 ◼   ► they probably have the best people but [TS]

00:37:42 ◼   ► we won't have custom hardware to and for [TS]

00:37:44 ◼   ► the same exact reasons as Google data [TS]

00:37:45 ◼   ► centers are a big part of their cost [TS]

00:37:47 ◼   ► they want to be the efficient as [TS]

00:37:48 ◼   ► possible as small as possible but they [TS]

00:37:51 ◼   ► also want to use two cheapest possible [TS]

00:37:52 ◼   ► parts because again they have [TS]

00:37:53 ◼   ► expectation of the harbor is going to [TS]

00:37:55 ◼   ► fail so they're not buying super duper [TS]

00:37:56 ◼   ► fancy computers that are impossible to [TS]

00:37:59 ◼   ► perturb you can yank CPUs out of them [TS]

00:38:01 ◼   ► all that running and they don't blink an [TS]

00:38:02 ◼   ► eye now they're buying cheap commodity [TS]

00:38:03 ◼   ► hardware and building cheap commodity [TS]

00:38:05 ◼   ► hardware that just has the features they [TS]

00:38:06 ◼   ► need and that it uses the minimal amount [TS]

00:38:09 ◼   ► electricity I think Facebook was one [TS]

00:38:11 ◼   ► also was looking into using arm CPUs in [TS]

00:38:13 ◼   ► the day designer instead of Intel simply [TS]

00:38:15 ◼   ► because they use less power everyone's [TS]

00:38:17 ◼   ► always making faints in that direction [TS]

00:38:18 ◼   ► or it could just be to try to get better [TS]

00:38:19 ◼   ► pricing from Intel but I will say and [TS]

00:38:23 ◼   ► then on top of that they mostly use PHP [TS]

00:38:27 ◼   ► to run their site which is sounds the [TS]

00:38:30 ◼   ► same to most people but that's what it [TS]

00:38:32 ◼   ► was originally built on and they just [TS]

00:38:33 ◼   ► scaled up they just kept it they just [TS]

00:38:34 ◼   ► kept it there yeah well they didn't just [TS]

00:38:36 ◼   ► keep it as is they what they did is they [TS]

00:38:39 ◼   ► built a PHP compiler or it takes PHP and [TS]

00:38:42 ◼   ► transforms into C++ and then compiles it [TS]

00:38:44 ◼   ► which is a tremendous boost in speed and [TS]

00:38:47 ◼   ► is sort of the cornerstone of what makes [TS]

00:38:49 ◼   ► Facebook actually work there's some good [TS]

00:38:51 ◼   ► presentations on this in the web I [TS]

00:38:52 ◼   ► should have found something for the show [TS]

00:38:53 ◼   ► notes I'm not sure I'll be able to again [TS]

00:38:54 ◼   ► but one of them was talking about how [TS]

00:38:56 ◼   ► all of Facebook basically ends up being [TS]

00:38:59 ◼   ► one compiled executable like that's [TS]

00:39:02 ◼   ► Facebook that like they take all the the [TS]

00:39:04 ◼   ► reams and reams of PHP code and all that [TS]

00:39:06 ◼   ► stuff and they hate what they get out of [TS]

00:39:07 ◼   ► it is an executable that is Facebook and [TS]

00:39:09 ◼   ► you know it's recompiled and rebuilt [TS]

00:39:11 ◼   ► like every night or whenever they do [TS]

00:39:12 ◼   ► release and stuff but it's strange to [TS]

00:39:14 ◼   ► think of one of the biggest sites if not [TS]

00:39:15 ◼   ► the biggest website of the internet [TS]

00:39:16 ◼   ► being a compiled c++ executable so [TS]

00:39:20 ◼   ► usually you're saying that when people [TS]

00:39:21 ◼   ► want to go and create a you know a [TS]

00:39:23 ◼   ► Facebook page there one of their [TS]

00:39:24 ◼   ► designers engineers whoever sitting [TS]

00:39:26 ◼   ► inside Facebook they want to go and sit [TS]

00:39:28 ◼   ► down and say oh I'm adding a new feature [TS]

00:39:29 ◼   ► they're writing it in PHP and then it [TS]

00:39:32 ◼   ► compiles down to c plus plus or to c or [TS]

00:39:35 ◼   ► whatever from that yeah why not just why [TS]

00:39:39 ◼   ► not just hire seed of programmers [TS]

00:39:41 ◼   ► because that would just take too long to [TS]

00:39:43 ◼   ► write I mean the same reason you want to [TS]

00:39:45 ◼   ► write a high level language they're [TS]

00:39:46 ◼   ► writing in PHP they don't want to worry [TS]

00:39:47 ◼   ► about pointers and allocations and you [TS]

00:39:49 ◼   ► know unicode strings and stuff like that [TS]

00:39:52 ◼   ► THP handles that for them marco should [TS]

00:39:54 ◼   ► be thrilled to hear this [TS]

00:39:56 ◼   ► you know that it's not a secret if you [TS]

00:39:58 ◼   ► google for this will be in the show [TS]

00:39:59 ◼   ► notes but hip hop for PHP it's a source [TS]

00:40:02 ◼   ► code transformer for PHP but it's they [TS]

00:40:04 ◼   ► did they open source that is that out [TS]

00:40:06 ◼   ► there I think [TS]

00:40:07 ◼   ► it is open source yeah it is it's under [TS]

00:40:10 ◼   ► the PHP license now how useful this is [TS]

00:40:13 ◼   ► to anyone else but like this is this is [TS]

00:40:15 ◼   ► was done years ago and it's kind of what [TS]

00:40:16 ◼   ► allows them to scale up like that so so [TS]

00:40:18 ◼   ► they are taking it and you know [TS]

00:40:20 ◼   ► something that period that existed [TS]

00:40:21 ◼   ► before but they've you know moved beyond [TS]

00:40:24 ◼   ► with it they've gone beyond just the [TS]

00:40:25 ◼   ► user PHP now they're doing something [TS]

00:40:26 ◼   ► very different with it they also have [TS]

00:40:28 ◼   ► something called thrift which is a sort [TS]

00:40:31 ◼   ► of framework for making a remote [TS]

00:40:33 ◼   ► procedural crawl interfaces basically [TS]

00:40:36 ◼   ► sending messages from one machine to [TS]

00:40:37 ◼   ► another to do something and it's [TS]

00:40:39 ◼   ► distributed [TS]

00:40:40 ◼   ► type of thing again because of they're [TS]

00:40:42 ◼   ► in data center spread all over the place [TS]

00:40:44 ◼   ► and on top of thrift they built [TS]

00:40:45 ◼   ► something called scribe which we [TS]

00:40:47 ◼   ► actually use at work which is really [TS]

00:40:48 ◼   ► neat it's a distributed logging service [TS]

00:40:50 ◼   ► so that you can have all the machines [TS]

00:40:53 ◼   ► log through scribe and the results of [TS]

00:40:57 ◼   ► that logging are collected and routed [TS]

00:40:59 ◼   ► according to you know series of traffic [TS]

00:41:01 ◼   ► Direction rules eventually landing in a [TS]

00:41:03 ◼   ► few repositories and it's much better [TS]

00:41:06 ◼   ► than having each individual machine log [TS]

00:41:07 ◼   ► locally because then you're worried [TS]

00:41:09 ◼   ► about running out disk space for logs [TS]

00:41:10 ◼   ► and get us Emily rotating the logs or [TS]

00:41:11 ◼   ► you have to have something going from [TS]

00:41:12 ◼   ► each machine and collecting logs and [TS]

00:41:14 ◼   ► then truncating them and it's just a [TS]

00:41:16 ◼   ► pain but if you have network logging [TS]

00:41:18 ◼   ► then what happens with it is a network [TS]

00:41:20 ◼   ► glitch or you know you get disconnected [TS]

00:41:22 ◼   ► or the network partitions at some point [TS]

00:41:24 ◼   ► you lose all those logging things [TS]

00:41:25 ◼   ► subscribe is neat because it will do it [TS]

00:41:27 ◼   ► will do store-and-forward if it can't [TS]

00:41:28 ◼   ► talk to the network service that it [TS]

00:41:29 ◼   ► wants to log to it will start logging [TS]

00:41:31 ◼   ► locally and when the network thing comes [TS]

00:41:33 ◼   ► back up it will take what it's pulled [TS]

00:41:34 ◼   ► locally and shove it back out very neat [TS]

00:41:37 ◼   ► and then you can imagine why that would [TS]

00:41:38 ◼   ► be useful for a company like Facebook [TS]

00:41:40 ◼   ► with tons of servers all over the place [TS]

00:41:41 ◼   ► and that's released as open source as [TS]

00:41:43 ◼   ► well so custom hardware and a bunch of [TS]

00:41:46 ◼   ► custom infrastructure and now finally [TS]

00:41:48 ◼   ► Amazon I tried to Google this and I [TS]

00:41:51 ◼   ► couldn't tell as far as I can tell [TS]

00:41:52 ◼   ► Amazon may be using stock hardware or if [TS]

00:41:55 ◼   ► they're using custom hardware they [TS]

00:41:56 ◼   ► aren't talking about it but Amazon has [TS]

00:42:00 ◼   ► its own set of web services this s3 for [TS]

00:42:03 ◼   ► storage which is a generic content [TS]

00:42:05 ◼   ► addressable storage system [TS]

00:42:08 ◼   ► you know massively distributed a lots of [TS]

00:42:10 ◼   ► other services are built in history [TS]

00:42:11 ◼   ► because they sell it this is this is [TS]

00:42:13 ◼   ► Amazon's thing that Amazon said look we [TS]

00:42:15 ◼   ► have to build these services to have the [TS]

00:42:16 ◼   ► world's biggest e-commerce site to [TS]

00:42:19 ◼   ► recoup the cost of building the services [TS]

00:42:20 ◼   ► why don't we [TS]

00:42:21 ◼   ► resell them because you know we think [TS]

00:42:22 ◼   ► they're great I think that was a great [TS]

00:42:23 ◼   ► plan because when you make something for [TS]

00:42:25 ◼   ► sale as a product you will make it [TS]

00:42:28 ◼   ► better than if it's internal only anyone [TS]

00:42:30 ◼   ► who's ever worked at a company writing [TS]

00:42:31 ◼   ► software knows that the tool is written [TS]

00:42:34 ◼   ► for only for internal use by the company [TS]

00:42:36 ◼   ► are the worst tools ever well you know [TS]

00:42:38 ◼   ► the things you have to sell the [TS]

00:42:39 ◼   ► customers you can't get away with the [TS]

00:42:40 ◼   ► crap you can get away with with an [TS]

00:42:41 ◼   ► internal customer because of a guy down [TS]

00:42:42 ◼   ► you know on the other row complains [TS]

00:42:44 ◼   ► about something you just go over there [TS]

00:42:45 ◼   ► and say oh here's a workaround for you [TS]

00:42:47 ◼   ► or just be quiet I'll get to it when I [TS]

00:42:48 ◼   ► can but the customer complains you know [TS]

00:42:50 ◼   ► you change your software so they made [TS]

00:42:52 ◼   ► all their internal tools available or [TS]

00:42:55 ◼   ► most of the internal tools available as [TS]

00:42:57 ◼   ► external products and I'm sure that made [TS]

00:42:58 ◼   ► those products way way better than they [TS]

00:43:00 ◼   ► would have possibly been so Amazon uses [TS]

00:43:03 ◼   ► s3 internally but s3 is also a service [TS]

00:43:05 ◼   ► that they sell to you and they make [TS]

00:43:06 ◼   ► money out and I'm sure like for example [TS]

00:43:07 ◼   ► Dropbox is based on s3 drop buck doesn't [TS]

00:43:09 ◼   ► do its own storage it uses s3 for [TS]

00:43:11 ◼   ► storage and then Amazon also has ec2 [TS]

00:43:14 ◼   ► which is their Amazon Elastic Compute [TS]

00:43:16 ◼   ► cloud where it's sort of like dynamic [TS]

00:43:19 ◼   ► provisioning of hardware based on your [TS]

00:43:20 ◼   ► needs so you you can design sort of a VM [TS]

00:43:23 ◼   ► or you know a machine image and said [TS]

00:43:26 ◼   ► this is this I need one of these [TS]

00:43:27 ◼   ► machines to run my products and as your [TS]

00:43:29 ◼   ► traffic increases for example you can [TS]

00:43:31 ◼   ► expand out to have okay now you have a [TS]

00:43:33 ◼   ► bunch more servers and when your traffic [TS]

00:43:34 ◼   ► decreases we will take those servers [TS]

00:43:35 ◼   ► away and use the hardware for somebody [TS]

00:43:36 ◼   ► else [TS]

00:43:37 ◼   ► that's what's elastic about it it's [TS]

00:43:38 ◼   ► growing and shrinking I guess here you [TS]

00:43:40 ◼   ► know so that let's Amazon make effective [TS]

00:43:42 ◼   ► use of its hardware and it's the [TS]

00:43:43 ◼   ► customer not pay for hardware they're [TS]

00:43:45 ◼   ► not using in theory and I thought I read [TS]

00:43:49 ◼   ► it again could not find this on Google I [TS]

00:43:51 ◼   ► thought I read that very recently [TS]

00:43:53 ◼   ► amazon.com said that it had just [TS]

00:43:56 ◼   ► decommissioned the last non ec2 server [TS]

00:43:58 ◼   ► running the actual amazon.com website in [TS]

00:44:01 ◼   ► other words amazon.com I know before ec2 [TS]

00:44:03 ◼   ► existed it was running on these custom [TS]

00:44:05 ◼   ► servers and stuff and they made ec2 when [TS]

00:44:07 ◼   ► they've been migrating Amazon icon bit [TS]

00:44:09 ◼   ► by bit to ease too and supposedly [TS]

00:44:10 ◼   ► they're done with that now now [TS]

00:44:12 ◼   ► amazon.com the actual flagship product [TS]

00:44:14 ◼   ► is running on ec2 Amazon's web service [TS]

00:44:17 ◼   ► you know computing things they sell so [TS]

00:44:20 ◼   ► they've done different they've all these [TS]

00:44:22 ◼   ► threes companies taking different paths [TS]

00:44:23 ◼   ► but Amazon has built its infrastructure [TS]

00:44:26 ◼   ► and also decided to sell it Google has [TS]

00:44:28 ◼   ► built its infrastructure and jealously [TS]

00:44:29 ◼   ► guards it and Facebook is kind of in the [TS]

00:44:31 ◼   ► middle where they took stuff that other [TS]

00:44:32 ◼   ► people built to sort of you know [TS]

00:44:33 ◼   ► bend it to their own [TS]

00:44:35 ◼   ► use but they've also built some stuff [TS]

00:44:36 ◼   ► internally and released it as open [TS]

00:44:37 ◼   ► source and two of them are confirmed to [TS]

00:44:40 ◼   ► be using completely custom hardware and [TS]

00:44:42 ◼   ► Amazon we don't know now this little [TS]

00:44:45 ◼   ► tour of online services that that are [TS]

00:44:48 ◼   ► successful at scale is meant to be in [TS]

00:44:51 ◼   ► contrast to what we know of the iCloud [TS]

00:44:53 ◼   ► strategy and the iCloud data centers and [TS]

00:44:55 ◼   ► what we know about the alcohol dynastars [TS]

00:44:56 ◼   ► is very little you know about the [TS]

00:44:57 ◼   ► building in North Carolina which is [TS]

00:44:59 ◼   ► fancy and wonderful and we know about [TS]

00:45:01 ◼   ► their tax breaks and whatever else [TS]

00:45:02 ◼   ► people wanted to report on about I think [TS]

00:45:03 ◼   ► they showed just one picture of it [TS]

00:45:05 ◼   ► during the keynote yeah they should all [TS]

00:45:07 ◼   ► right so in the keynote and other times [TS]

00:45:08 ◼   ► I think even before that they showed PR [TS]

00:45:11 ◼   ► photos obviously professionally taken by [TS]

00:45:13 ◼   ► apples photography people from inside [TS]

00:45:16 ◼   ► the data center saying look at this this [TS]

00:45:19 ◼   ► is miss fancy in future e this is what's [TS]

00:45:20 ◼   ► inside our datacenter isn't it cool [TS]

00:45:21 ◼   ► right here's here's a picture of a whole [TS]

00:45:23 ◼   ► bunch of rack so you can't see what's in [TS]

00:45:25 ◼   ► them or any-any [TS]

00:45:26 ◼   ► right well cool in in the information [TS]

00:45:29 ◼   ► vacuum created by Apple absolutely never [TS]

00:45:31 ◼   ► talking about what they use in their [TS]

00:45:32 ◼   ► data centers unlike all the other [TS]

00:45:34 ◼   ► companies that I listed who have you [TS]

00:45:35 ◼   ► know seminars about what the app my [TS]

00:45:37 ◼   ► business even Google will talk about it [TS]

00:45:39 ◼   ► in vague terms and you know they just [TS]

00:45:41 ◼   ► show these pictures so that's all people [TS]

00:45:43 ◼   ► have to go on and the Apple vans quickly [TS]

00:45:45 ◼   ► latched onto that and said hey looking [TS]

00:45:46 ◼   ► at these pictures can anyone tell me [TS]

00:45:48 ◼   ► what's in all those racks and so a bunch [TS]

00:45:50 ◼   ► of people gave it a shot this one guy [TS]

00:45:51 ◼   ► Steven Foskett did the best job that I [TS]

00:45:53 ◼   ► found he he obviously knows his [TS]

00:45:55 ◼   ► computers obviously if you work with [TS]

00:45:56 ◼   ► these things as part of your job you [TS]

00:45:58 ◼   ► could probably identify the products [TS]

00:45:59 ◼   ► just by what the cases look like because [TS]

00:46:01 ◼   ► they have distinctive looks they have [TS]

00:46:02 ◼   ► you know plastic bezels on the front of [TS]

00:46:04 ◼   ► them and and they're different colors [TS]

00:46:06 ◼   ► and different positions of lights and [TS]

00:46:07 ◼   ► stuff so well he thinks he sees in there [TS]

00:46:10 ◼   ► as he sees I'm going to read these names [TS]

00:46:12 ◼   ► I don't know what half of these things [TS]

00:46:13 ◼   ► are I know the companies but I don't [TS]

00:46:15 ◼   ► know the pic of the products but you can [TS]

00:46:18 ◼   ► follow the link in the show notes and [TS]

00:46:19 ◼   ► then follow the links from his read up [TS]

00:46:21 ◼   ► his right up to the product pages for [TS]

00:46:23 ◼   ► these products to see what they are [TS]

00:46:24 ◼   ► so he says Teradata extreme data [TS]

00:46:26 ◼   ► appliance I'm assuming as a storage [TS]

00:46:28 ◼   ► array a bunch of HP ProLiant servers [TS]

00:46:31 ◼   ► several NetApp devices which I am [TS]

00:46:34 ◼   ► familiar with ISIL ISIL on yeah ISIL on [TS]

00:46:38 ◼   ► storage which was a storage company [TS]

00:46:40 ◼   ► purchased by EMC earlier this year and a [TS]

00:46:43 ◼   ► bunch of actually a bunch of filler [TS]

00:46:44 ◼   ► panels which are filled to fill the gaps [TS]

00:46:46 ◼   ► and improve airflow I think in the Iraq [TS]

00:46:49 ◼   ► someone in this cat room is complaining [TS]

00:46:51 ◼   ► about how I pronounce the word be easiiy [TS]

00:46:53 ◼   ► L writes press the correct pronunciation [TS]

00:46:55 ◼   ► bezel I'm hazel [TS]

00:46:57 ◼   ► Bozell bezel bezel all right not like [TS]

00:47:00 ◼   ► gazelle bezel but I don't I don't [TS]

00:47:03 ◼   ► correct you and people know what you're [TS]

00:47:05 ◼   ► talking about who cares [TS]

00:47:06 ◼   ► correct me because I can't stand when [TS]

00:47:07 ◼   ► people say the first wrong way so yeah [TS]

00:47:09 ◼   ► it's best the word I've never had to say [TS]

00:47:11 ◼   ► before do you believe it not only I've [TS]

00:47:13 ◼   ► seen it in descriptions of computers so [TS]

00:47:17 ◼   ► running right the key point about this [TS]

00:47:18 ◼   ► hardware that's been identified is that [TS]

00:47:20 ◼   ► this person could identify it because [TS]

00:47:21 ◼   ► those are all things that you can buy if [TS]

00:47:23 ◼   ► you have money and you go to net up they [TS]

00:47:25 ◼   ► will show you one of those NetApp things [TS]

00:47:26 ◼   ► if you have money you go to Teradata [TS]

00:47:28 ◼   ► that will sell you that refrigerator [TS]

00:47:29 ◼   ► you're looking saying for your data [TS]

00:47:31 ◼   ► center same thing with all the HP rack [TS]

00:47:34 ◼   ► servers and the Isilon storage these are [TS]

00:47:37 ◼   ► all off the sell off-the-shelf products [TS]

00:47:40 ◼   ► that you can buy so right away [TS]

00:47:42 ◼   ► Apple is in conflict with everybody but [TS]

00:47:48 ◼   ► the possible examples on Amazon and that [TS]

00:47:49 ◼   ► they're not doing custom hardware all [TS]

00:47:51 ◼   ► right now everything else after this is [TS]

00:47:54 ◼   ► hearsay you this might be hearsay to pcs [TS]

00:47:56 ◼   ► just looking at a picture and guessing [TS]

00:47:57 ◼   ► but probably no those are those are [TS]

00:47:59 ◼   ► pictures taken of not even the data [TS]

00:48:01 ◼   ► center that Apple use in their stock [TS]

00:48:02 ◼   ► photos we have no idea where those came [TS]

00:48:04 ◼   ► from but the thing that I hear about [TS]

00:48:07 ◼   ► what Apple is running on this hardware [TS]

00:48:09 ◼   ► is a bunch of off-the-shelf software so [TS]

00:48:14 ◼   ► for example I've heard from several [TS]

00:48:16 ◼   ► different places that Apple is running [TS]

00:48:17 ◼   ► Oracle which is the the bigwig in the [TS]

00:48:20 ◼   ► old school database world but is [TS]

00:48:21 ◼   ► definitely not what the cool kids use [TS]

00:48:24 ◼   ► these days because there's the no sequel [TS]

00:48:26 ◼   ► databases and stuff like that or you [TS]

00:48:27 ◼   ► know things like BigTable the Google [TS]

00:48:29 ◼   ► built themselves if Amazon is running [TS]

00:48:31 ◼   ► Oracle maybe they are because it does [TS]

00:48:33 ◼   ► seem like it's kind of suited to [TS]

00:48:34 ◼   ► e-commerce sites but actually I didn't [TS]

00:48:36 ◼   ► Amazon do Cassandra or something like [TS]

00:48:37 ◼   ► that they have one of those in all SQL [TS]

00:48:38 ◼   ► databases don't they I dunno dynamo [TS]

00:48:42 ◼   ► dynamo Amazon did but any right we're [TS]

00:48:44 ◼   ► not quite sure of there but the big one [TS]

00:48:47 ◼   ► that blew me away and the reason this [TS]

00:48:48 ◼   ► topic came up is that somebody was [TS]

00:48:51 ◼   ► playing with the iCloud betas or maybe [TS]

00:48:54 ◼   ► they were yeah must be maybe they're [TS]

00:48:55 ◼   ► playing with iTunes beta they're playing [TS]

00:48:56 ◼   ► with some some iCloud stuff and looking [TS]

00:48:59 ◼   ► at the network packets going back and [TS]

00:49:00 ◼   ► forth [TS]

00:49:01 ◼   ► linked to this national insisted [TS]

00:49:02 ◼   ► infinite Apple net and what they saw do [TS]

00:49:05 ◼   ► you know the story that I'm talking [TS]

00:49:06 ◼   ► about though I don't because you would [TS]

00:49:08 ◼   ► have brought it up because it's it's a [TS]

00:49:10 ◼   ► it's a kicker so what they saw going [TS]

00:49:12 ◼   ► over the wire indicated to them and it [TS]

00:49:15 ◼   ► seems pretty conclusive for me from [TS]

00:49:17 ◼   ► looking at it that Apple is using a [TS]

00:49:19 ◼   ► Microsoft Azure az ure if I'm not [TS]

00:49:22 ◼   ► pronouncing that right Asher Asher [TS]

00:49:25 ◼   ► lynchin yeah ed do you know what that is [TS]

00:49:28 ◼   ► don't rest it's a Microsoft product but [TS]

00:49:32 ◼   ► it's Microsoft's like it's Microsoft's [TS]

00:49:35 ◼   ► equivalent of I guess Google App Engine [TS]

00:49:38 ◼   ► Google App Engine is a service where you [TS]

00:49:40 ◼   ► write an application designed in a [TS]

00:49:43 ◼   ► particular way and Google runs it for [TS]

00:49:45 ◼   ► you on top of their distributed [TS]

00:49:47 ◼   ► infrastructure well if you were to write [TS]

00:49:49 ◼   ► a Microsoft Azure application you write [TS]

00:49:52 ◼   ► it in a particular way and it will run [TS]

00:49:53 ◼   ► on Microsoft's data centers across their [TS]

00:49:57 ◼   ► distributed sort of architecture right [TS]

00:49:59 ◼   ► now the two things that blow me away [TS]

00:50:01 ◼   ► about this is that a Apple is using a [TS]

00:50:04 ◼   ► Microsoft product in a service which is [TS]

00:50:05 ◼   ► pretty unheard of because all the other [TS]

00:50:07 ◼   ► guys I listed are all running Linux for [TS]

00:50:08 ◼   ► the most part and UNIX has been the king [TS]

00:50:10 ◼   ► of the you know the only person who was [TS]

00:50:12 ◼   ► bucking the UNIX trend for decades has [TS]

00:50:14 ◼   ► been Microsoft with their thing like [TS]

00:50:15 ◼   ► Windows NT and all that stuff you know [TS]

00:50:16 ◼   ► and the serious server people were all [TS]

00:50:19 ◼   ► oh we would never run Windows in the [TS]

00:50:21 ◼   ► datacenter that's crazy talk you know I [TS]

00:50:23 ◼   ► use Windows NT once when it was version [TS]

00:50:25 ◼   ► 3.1 and the video card driver crashed my [TS]

00:50:27 ◼   ► machine I'm never using that again right [TS]

00:50:28 ◼   ► so I'm sure I'm sure that Microsoft [TS]

00:50:33 ◼   ► server technology has vastly improved [TS]

00:50:35 ◼   ► since then but it does have the [TS]

00:50:36 ◼   ► reputation of not being like top caliber [TS]

00:50:40 ◼   ► mostly because all the big guys don't [TS]

00:50:42 ◼   ► use it and now they're usually they're [TS]

00:50:44 ◼   ► obvious reasons for big guys not using [TS]

00:50:45 ◼   ► it are competing with Microsoft like [TS]

00:50:47 ◼   ► Google's sure as heck not going to use [TS]

00:50:48 ◼   ► Microsoft software in its days and as if [TS]

00:50:50 ◼   ► we could help it in fact if Google [TS]

00:50:51 ◼   ► doesn't want to use it on the desktop if [TS]

00:50:52 ◼   ► it can help it [TS]

00:50:54 ◼   ► but you know everyone else Amazon [TS]

00:50:56 ◼   ► Facebook they are not Windows Server [TS]

00:50:59 ◼   ► shops Windows Server stuff is more [TS]

00:51:02 ◼   ► expensive than Linux obviously Linux is [TS]

00:51:05 ◼   ► free these companies are in conflict [TS]

00:51:07 ◼   ► with Microsoft in several different ways [TS]

00:51:09 ◼   ► and in general the Microsoft doesn't [TS]

00:51:11 ◼   ► have a good stuff doesn't have a good [TS]

00:51:12 ◼   ► rep so here's Apple which was the sworn [TS]

00:51:14 ◼   ► enemy of Microsoft's [TS]

00:51:15 ◼   ► decades ago choosing to use Microsoft's [TS]

00:51:19 ◼   ► data center infrastructure in its [TS]

00:51:22 ◼   ► flagship product now all this off the [TS]

00:51:28 ◼   ► shelves hardware and off-the-shelf [TS]

00:51:30 ◼   ► software makes me think that this [TS]

00:51:32 ◼   ► deployment if it scales to the level [TS]

00:51:34 ◼   ► that Apple hopes that it will scale like [TS]

00:51:37 ◼   ► if I cloud is as big as it as it seems [TS]

00:51:39 ◼   ► to be and as it could be and is Apple [TS]

00:51:41 ◼   ► hopes it will be this seems to me that [TS]

00:51:44 ◼   ► it will be the largest ever deployment [TS]

00:51:46 ◼   ► of off-the-shelf hardware and software [TS]

00:51:49 ◼   ► our products working together this will [TS]

00:51:51 ◼   ► be like a litmus test for all these [TS]

00:51:54 ◼   ► product like Oracle will say we we can [TS]

00:51:56 ◼   ► run the biggest data centers in the [TS]

00:51:57 ◼   ► world they're gonna say well why doesn't [TS]

00:51:58 ◼   ► Google you you to run their search [TS]

00:52:01 ◼   ► engine room they have custom stuff well [TS]

00:52:02 ◼   ► they could run Google and Oracle right [TS]

00:52:04 ◼   ► you know same thing with EMC and I salon [TS]

00:52:06 ◼   ► you know we can do scalable storage up [TS]

00:52:08 ◼   ► to petabytes and we have no problem and [TS]

00:52:09 ◼   ► no scaling things at all [TS]

00:52:10 ◼   ► and Microsoft Azure we are the data [TS]

00:52:13 ◼   ► center infrastructure for any of your [TS]

00:52:15 ◼   ► applications will be distributed evenly [TS]

00:52:17 ◼   ► will scale beautifully you'll love it I [TS]

00:52:19 ◼   ► guarantee you none of those guys have [TS]

00:52:21 ◼   ► been put into a situation where they're [TS]

00:52:23 ◼   ► expected to have 100 200 300 million [TS]

00:52:26 ◼   ► users because there are very very few [TS]

00:52:28 ◼   ► services that have that kind of level of [TS]

00:52:29 ◼   ► usage there's Google has Amazon this [TS]

00:52:31 ◼   ► Facebook and maybe one or two others [TS]

00:52:32 ◼   ► that I'm forgetting and those guys don't [TS]

00:52:34 ◼   ► use that off-the-shelf software so here [TS]

00:52:36 ◼   ► is Apple completely bucking the trend of [TS]

00:52:38 ◼   ► all other successful online services and [TS]

00:52:40 ◼   ► choosing for reasons that are mysterious [TS]

00:52:43 ◼   ► to me to use it seems based on what [TS]

00:52:46 ◼   ► we're able to intuit from this [TS]

00:52:47 ◼   ► off-the-shelf harbor off-the-shelf [TS]

00:52:50 ◼   ► software as their underlying [TS]

00:52:51 ◼   ► infrastructure now on one respect you [TS]

00:52:54 ◼   ► can say well they're doing that because [TS]

00:52:56 ◼   ► they realize this is not the this is the [TS]

00:53:00 ◼   ► I think I've said this plight raised [TS]

00:53:01 ◼   ► before but I love it it's their [TS]

00:53:03 ◼   ► expertise lies elsewhere as a polite way [TS]

00:53:05 ◼   ► of saying they suck at this they don't [TS]

00:53:07 ◼   ► they don't have the people or the talent [TS]

00:53:10 ◼   ► or the time to create an infrastructure [TS]

00:53:12 ◼   ► to rival the infrastructure that amazon [TS]

00:53:15 ◼   ► has created in its entire history that [TS]

00:53:16 ◼   ► Google is created in the Steyr history [TS]

00:53:18 ◼   ► even the the ability to do what Facebook [TS]

00:53:21 ◼   ► is done and start from humble beginnings [TS]

00:53:22 ◼   ► and just like tack stuff on and build up [TS]

00:53:24 ◼   ► something that can run your incredibly [TS]

00:53:26 ◼   ► big complicated service on top of it [TS]

00:53:28 ◼   ► just your sheer force of [TS]

00:53:29 ◼   ► we'll and I'm sure lots of money uh [TS]

00:53:31 ◼   ► maybe they didn't have time for that [TS]

00:53:33 ◼   ► because mold me you know blew up fairly [TS]

00:53:36 ◼   ► recently or had it's bad had it's bad [TS]

00:53:39 ◼   ► spell fairly recently so they're not [TS]

00:53:40 ◼   ► time to do that so maybe this was their [TS]

00:53:42 ◼   ► only choice can't build themselves you [TS]

00:53:44 ◼   ► can't build it your Apple you got a [TS]

00:53:46 ◼   ► bazillion dollars can't build let's buy [TS]

00:53:48 ◼   ► ah but my question is like who's the guy [TS]

00:53:52 ◼   ► who is responsible for making iCloud [TS]

00:53:55 ◼   ► work and he has to do it by assembling [TS]

00:53:59 ◼   ► hardware and software from other vendors [TS]

00:54:01 ◼   ► and if you ever work with other vendors [TS]

00:54:02 ◼   ► you know that no matter what their sales [TS]

00:54:04 ◼   ► people say you care much more about your [TS]

00:54:07 ◼   ► success than they do especially once [TS]

00:54:09 ◼   ► they get your money you know and and [TS]

00:54:11 ◼   ► your support contracts signed it's a [TS]

00:54:14 ◼   ► struggle it's a struggle with one vendor [TS]

00:54:15 ◼   ► and it I can imagine if you were taking [TS]

00:54:18 ◼   ► several vendors products and stretching [TS]

00:54:20 ◼   ► them beyond the limits that they've ever [TS]

00:54:21 ◼   ► been stretched before trying to get them [TS]

00:54:24 ◼   ► all to work in concert if you have some [TS]

00:54:25 ◼   ► sort of problem you can't figure out [TS]

00:54:27 ◼   ► which vendor to call there's no one you [TS]

00:54:28 ◼   ► can call who's going to figure out your [TS]

00:54:29 ◼   ► problem for you you just have to go [TS]

00:54:31 ◼   ► round-robin around them as they blame [TS]

00:54:33 ◼   ► each other for whatever your problem [TS]

00:54:34 ◼   ► just was so I'm I'm happy to be proven [TS]

00:54:38 ◼   ► wrong by this I would like this stuff to [TS]

00:54:40 ◼   ► all work beautifully I would like Apple [TS]

00:54:42 ◼   ► to have the most talented data center [TS]

00:54:44 ◼   ► engineer it's working to put this [TS]