0:00:00Ladies and gentlemen, Daring Fireball Productions is pleased to welcome you to mezzanine.
0:00:10Please silence your phones, take your seats, and welcome to the stage, You Look Nice Today.
0:00:16(audience cheers)
0:00:19- How's it going everybody?
0:00:32How you doing tonight?
0:00:33(audience cheers)
0:00:35I am Merlin Mann.
0:00:37- I am Adam Lisagor.
0:00:39- And we're used to having our friends,
0:00:45Scott Simpson out with us! Scott Simpson everybody!
0:00:48[audience cheers]
0:00:49Scott Simpson!
0:00:50[audience claps]
0:00:52Um...
0:00:53Hey Merlin.
0:00:54Yeah.
0:00:55Where's Scott Simpson?
0:00:56I have literally no idea.
0:00:58[audience laughs]
0:00:59You, I, did you, did you like,
0:01:01[imitates
0:01:01Get with him?
0:01:03Oh see, I was not under the impression that that was something that I was false under the rubric of my general...
0:01:09I guess I assumed that was something John would take care of.
0:01:11I had also likewise assumed that John would be taking care of this, notifying our partner.
0:01:19It's great to be here! How are you guys doing tonight?
0:01:21This is going really, really...
0:01:23Woo! Am I right?
0:01:25This is going really well. I see some friends in the audience.
0:01:27Oh my god you guys. Oh so many. Five, seven, nine...
0:01:29Nine...
0:01:31Nine friends in the audience.
0:01:33This guy had no idea.
0:01:35He had no idea.
0:01:37Oh that's...
0:01:39F***ing Groober!
0:01:41Jesus!
0:01:43What a homemade piece of shit that guy is.
0:01:45No, no.
0:01:47He is great.
0:01:49We're all here to celebrate John Groober.
0:01:51I used to be into him.
0:01:53I used to be into him.
0:01:55Oh I was there in the beginning.
0:01:57into Apple stuff. And I was there for a while. Me too, I love his Apple writing.
0:02:02He writes about Apple stuff. Sometimes when he posts from Disneyland he remembers to close the
0:02:09bracket. No, I'm super into John. But no, I am too. I love him.
0:02:17Yes. We're here for him tonight to celebrate John Gruber. We're all here.
0:02:22Doesn't it seem like he phones it in a little bit these days though? I had not noticed that.
0:02:26Yeah, really? You don't notice that?
0:02:27No, interesting. No, I think he's a solid writer.
0:02:30Claim chowder? You don't notice that?
0:02:32I mean, come on! It's the biggest company in the world, like they're doing fine.
0:02:38You don't notice that?
0:02:40Yeah, but the haters, the haters must be punished.
0:02:43Oh, the haters, the haters.
0:02:45Ooh, they hate John.
0:02:47I heard he actually uses WordPress.
0:02:50Ah.
0:02:51With the cash off, because it doesn't really matter.
0:02:54It's not nearly as popular as it seems.
0:02:56Nothing against the guy.
0:02:58He's not as tall as he seems, but...
0:03:00[laughter]
0:03:02That is true. That is true.
0:03:04He's much, much shorter in person.
0:03:06I heard he's actually not that into the Yankees.
0:03:08[laughter]
0:03:10Too...
0:03:12Just a little too far.
0:03:14A little too close to home?
0:03:16You know, I just... I was there with him.
0:03:18I was there every step of the way.
0:03:20I wanted to be there.
0:03:22But we're here for him tonight. We love the guy.
0:03:24Yes, we're definitely. Yeah, Gruber.
0:03:26All of us. John Gruber.
0:03:27We got a poll for John Gruber. John Gruber everybody. John Gruber.
0:03:29[Audience cheers]
0:03:31John Gruber.
0:03:32The top show.
0:03:33I kind of feel a little bit like you're defending him.
0:03:35Like you're kind of a little bit on his side.
0:03:37Well of course I am. He is the reason that I am who I am today.
0:03:40In every way. In every way.
0:03:42Really? You're the man you are now is because of John.
0:03:45Pretty much.
0:03:46Okay. Kind of don't get that.
0:03:48Something Apple, he had a site, it's the Apple stuff.
0:03:52- It's the, well, you know, it's his passion,
0:03:54his singular passion and vision
0:03:56for the whole landscape of Apple
0:04:00and the culture of Apple.
0:04:02It's a celebration.
0:04:03- It's a culture and celebration.
0:04:04- That means something, it's very dear to me.
0:04:07- Technology?
0:04:08- What are you doing right now?
0:04:10- I'm just, I'm literally curious
0:04:12about how he's inspired you.
0:04:13- Yeah, but we, this is not about me, it's about--
0:04:16- No.
0:04:16Is it about the ads?
0:04:20Okay, okay. So...
0:04:24No, this is fine.
0:04:28No, tell him! Go ahead, tell him. It's like a personal project for me.
0:04:32John's sponsored reads.
0:04:36I don't know if you guys remember when he started doing these, it was just...
0:04:40He can almost pronounce fracture.
0:04:44you could almost pronounce most words and
0:04:49sure see if we both love being on his show right oh yeah we do we love I love
0:04:53it I mean I've had a great time as a guest on his show the reason in real
0:04:57time and then the second and third time he does it you just see right yeah you
0:05:01just nod nod no it's an audio presence of the master yes yeah you sort of you
0:05:07sort of make up a story about the sponsor yeah right I'm not getting paid
0:05:12I feel like there might be a set of Christmas lights in front of him and it lights up and
0:05:17It just goes glass base and then then like he says some words
0:05:20It's kind of just a general like chef's salad of words to come out, but here's what I did
0:05:24I noticed that he had a he had a little difficulty really selling it selling the product
0:05:30This is early on and I took him and I I took him under my wing and I molded him
0:05:35He's like a child to you. Yeah. Yeah, that's yes
0:05:38So there is some sort of ownership over John's sponsorship with Reed's which are really like really world-class
0:05:44They are seriously the really good less slightly best CPMs to be they are
0:05:50Literally not the worst in the world so much every week
0:05:53Any more but then that's that's it's inspired you. It's like you see a child. Yeah, right
0:05:58I'm gonna I'm gonna build a swing sedan. I'm gonna push you all I'm saying is
0:06:02He used to be and now he is yes. He's a giant in the sponsored Reed's world
0:06:08You know, it's really true. Our thanks to John Gruber.
0:06:12He's not as bad as he seems, really.
0:06:18No.
0:06:19He kinda is.
0:06:20No, he's quite good. And that is why it is a tremendous, tremendous honor for Merlin and I to be here.
0:06:27There's a reason we call him the chairman.
0:06:29Ladies and gentlemen, John Gruber.
0:06:31[APPLAUSE]
0:06:34Thanks, Scott.
0:06:45[LAUGHTER]
0:06:48Welcome to the fourth annual live from WWDC talk show.
0:07:00I am John Gruber.
0:07:01This is the talk show.
0:07:01I'm assuming most of you are familiar with the situation.
0:07:05I have some administrative stuff to take care of
0:07:09before we really start the show proper.
0:07:11I will reiterate like I did last year,
0:07:14we have an open bar and we have a great sponsor
0:07:18who we can thank for that.
0:07:19You are all drinking on their dime and that's MailChimp.
0:07:22(audience cheering)
0:07:25If you don't know MailChimp
0:07:28and you ever have the need for email marketing,
0:07:32really check them out, MailChimp.com.
0:07:34Not kidding, I remember,
0:07:36did you guys remember this two years ago?
0:07:37There's like a minimum here on the bar
0:07:39and we came up short.
0:07:40And it was very embarrassing to me.
0:07:44And then I told you guys this last year.
0:07:45I said, "So seriously, drink."
0:07:47And we went way over last year.
0:07:49That was better, that was better.
0:07:53So do that again.
0:07:54If you're thirsty, go get another one.
0:07:56Seriously, it's all on MailChimp. My thanks to them.
0:07:58First time this year we have live video.
0:08:04So we are hopefully, knock on wood,
0:08:07going out to the world at large. Better to be here live,
0:08:12but second best, watch it on the stream.
0:08:15And that is thanks to Fracture.
0:08:20You guys know Fracture.
0:08:21(audience laughing and applauding)
0:08:25Anybody here doesn't know Fracture?
0:08:31Well, if you don't, they have this great service.
0:08:35You go to fractureme.com, that's their website.
0:08:38You send them your photos, they print them on glass.
0:08:42There's no frame around it,
0:08:43it's just right there on the glass.
0:08:45It looks amazing, they have great prices,
0:08:48They have sizes ranging from like these index cards all the way up to big 23 inch by 29 inch size.
0:08:56Can't go wrong. Go check them out and they have a special code just for this show.
0:09:00They want to see just how well this show did.
0:09:02If you use the code WWDC, very easy to spell, you'll save 15% on anything you order.
0:09:12So that's a tremendous deal. So my thanks to Fracture.
0:09:15And last but not least, the event itself is sponsored by a small software company in Seattle.
0:09:25They're a company called Microsoft.
0:09:29You guys know that. I mean, I write about Microsoft all the time.
0:09:34But no joke, here's the thing.
0:09:38If anybody here, has anybody here been to this show before in previous years?
0:09:42So this is their third year sponsoring the live talk show. I mean this is you
0:09:48know it's not that odd anymore. It really isn't and and they've really
0:09:54pivoted. They've made major investments in in their developer tools and their
0:10:00cloud infrastructure and built it out in a way that is it's tremendous for iOS
0:10:07Mac developers even Android developers but any platform they really have grown
0:10:12past being just about Windows and it's great stuff. We use it at Vesper for sync.
0:10:17Our sync system has never had a problem due to the hosting stuff there. It is
0:10:22absolutely rock-solid. I recommend it even if they weren't a sponsor I would
0:10:26recommend it but check them out. They have a special website that they've made
0:10:30and it's for their appeal to app developers regardless of your platform
0:10:35and the website is any app, any dev dot com.
0:10:40A-N-Y A-P-P A-N-Y D-E-F dot com.
0:10:45Go check it out, that's their message to you.
0:10:47I mean, but they're all over the place this year.
0:10:50They sponsored Down Rumple's Beard Bash last night,
0:10:53they sponsored Alt Conf, all sorts of great stuff.
0:10:57So my thanks to them.
0:10:59(audience applauding)
0:11:03So I have one guest for tonight,
0:11:12and it truly is, I use the words all the time
0:11:14when Moltz is on the show, I say a very special guest.
0:11:17That's not a very special guest.
0:11:19(audience laughing)
0:11:20This time I do have a very special guest,
0:11:24and I am very excited to introduce him.
0:11:29Ladies and gentlemen, I shit you not, Phil Schiller.
0:11:36(Applause.)
0:11:59(audience cheering)
0:12:02One giant selfie, everybody, no.
0:12:19(audience cheering)
0:12:26Wow.
0:12:28And I think Moltz is so funny, so I can't believe I got the cheer.
0:12:31[laughter]
0:12:34So my first question every year at this event is always,
0:12:39"How'd you think the keynote went yesterday?"
0:12:41[laughter]
0:12:44Well, they finally introduced all the things I was expecting, so...
0:12:48[laughter]
0:12:50I think it went amazing. I was so impressed.
0:12:53And everyone did a great job, from Tim on to Jimmy,
0:12:57to Jimmy and and yeah a lot of work goes into it so you know I don't I don't
0:13:02think a company in this earth could have done better. I heard some laughter when
0:13:09you said Jimmy. Alright one person who did not appear on stage was you which
0:13:21was highly unusual. How many how many keynotes in a row had you been on stage
0:13:26prior to that? I've taken part either presenting or demoing over 50 keynotes in a row.
0:13:31So you should have gone for 56 would have been like a Joe DiMaggio streak.
0:13:41No no no there was no other reason than it just worked out that way this time
0:13:47and I worked really hard on it so.
0:13:51I thought that the opening with a Bill Hader short film was so great but like so over-the-top well-produced.
0:14:04Like when did the gears get started on doing that?
0:14:09Well a year ago we started thinking we need a really good video next year, truly.
0:14:16and I think about three weeks ago we came up with the idea.
0:14:19So...
0:14:22By the way, if anyone has a really good idea for an opening video next year,
0:14:27shilleratapple.com, I'll take all suggestions.
0:14:31We do. What's that?
0:14:37My only complaint is that it seemed to me that you cheated at the end
0:14:41because that didn't look like
0:14:44Presidio.
0:14:46So the idea of the video, and we knew it would throw some people, so you're in that group,
0:14:52that it started by saying yesterday's rehearsal, and it was meant to be in a secret location
0:15:00where they were rehearsing separate from Moscone so people wouldn't know what the big production
0:15:05was, and that was the reason that it looked different, and that's our story and we'll
0:15:12stick to it.
0:15:15I should state up front that the rules for this interview were actually extremely simple.
0:15:24Phil said to me, "Ask me anything.
0:15:27I may not answer everything."
0:15:31This is true.
0:15:35But you know our PR rules, if you ask me some questions I don't like, you'll never speak
0:15:38to us again for the rest of your life.
0:15:45true. Whoever said yeah doesn't know I'm not gonna use that word. Meanwhile
0:15:55someone from Apple PR is up there with a gun pointed at my head like a like a
0:16:00stun gun. Yes. So like if I go down and then Adam is right there ready to come
0:16:05out and take over so the show will go on. All right a serious question very
0:16:12serious and it's going to come out differently today, a day after the keynote
0:16:19than I maybe expected it to. But I'm sure you've noticed it that it and it's not
0:16:26just this year it's been growing over the last few years is people keeping
0:16:32track of the diversity of the speakers in keynote addresses of various companies
0:16:37at various events and that one way that Apple has had an imbalance in that regard is the
0:16:46number of women in keynotes.
0:16:50Now yesterday that, talking about streaks, that streak was over.
0:16:55Jennifer Bailey introduced Apple Pay or the improvements to Apple Pay and Susan Prescott,
0:17:07I thought killed it.
0:17:09Didn't she?
0:17:09She did.
0:17:10[APPLAUSE]
0:17:13I honestly think that the I read ESPN for the articles
0:17:16got a bigger laugh than the Bill Hader thing.
0:17:19I mean, that-- but talk to me about that.
0:17:22Like, does that deserve a finally?
0:17:26No.
0:17:27And in fact, honestly, far from it.
0:17:29It deserves a that's good, more of it, not a finally.
0:17:34Yeah, there's clearly-- there's either some really high-pitched
0:17:38guys out there or there are women in the audience.
0:17:40I can't see anything, so that's awesome.
0:17:42This is clearly a topic that's been growing in technology,
0:17:51not just about Apple, but all companies,
0:17:53and particularly here in the Valley.
0:17:55And it's long overdue, and it's been gaining momentum
0:17:59that there are not enough women and minorities
0:18:03both represented across all technology companies.
0:18:06It's time to start counting it, paying attention to it,
0:18:08but more importantly, doing something proactively to help.
0:18:12And there are a lot of things that Tim has championed
0:18:17and driven at Apple now under his leadership.
0:18:20And this is one of those things on the list.
0:18:22He cares deeply about diversity at Apple
0:18:25and believes that this isn't just something
0:18:26to do because people tell you to do it,
0:18:28but because ultimately we will make better products.
0:18:31and our customers will get better products because you
0:18:33have a diverse group of people all bringing their talents
0:18:36and ideas to making those products.
0:18:39And ultimately, you'll do a better job
0:18:40and we'll all be happier.
0:18:42And so how do you do that?
0:18:43Well, there are a number of things you do.
0:18:45One of them is you present some role models and say, look,
0:18:48you can be a young girl in technology
0:18:50who wants to learn to become a programmer,
0:18:53become a marketing person, whatever.
0:18:55And there are people who have gone that path
0:18:57and been successful.
0:18:58And you should, too.
0:18:59look up to that and want to be that.
0:19:01And he cares deeply about it.
0:19:03And so we were really happy with this show
0:19:05that we had both Jennifer and Susan.
0:19:09Their roles are deeply involved in exactly what they presented.
0:19:13Jennifer's worked on Apple Pay from the start.
0:19:15I've been working with Jennifer at Apple
0:19:18since late '80s, early '90s.
0:19:22Susan's worked on my team for a good decade
0:19:24now doing product marketing.
0:19:27And not only are they really smart, great speakers,
0:19:31deeply involved and passionate about Apple,
0:19:34but those are two vice presidents at Apple, right?
0:19:36They're in leadership roles, and so that's good.
0:19:39It's a start.
0:19:40We wanna see more and more of that always.
0:19:42- Right.
0:19:43(audience cheering)
0:19:46Right, and my take has always been that the gist of it
0:19:54is it has to be more than just the surface level
0:19:57okay, we'll pick a woman or somebody else or person of color to go on stage because the way you guys do the keynotes
0:20:05it's the people who are responsible for the thing doing it and so there needed to be Apple Pay news
0:20:10for
0:20:12Jennifer Bailey to go out and do it
0:20:14Exactly, right, and so that's even better though because it means that there really are in these positions of influence and
0:20:21You know getting shit done. Yes
0:20:26All right.
0:20:28What kind of deal does Eddie Q have with the devil?
0:20:33He's a Duke fan, and they won the championship. He's a Warriors fan. They've never even been in the finals before. Now
0:20:42they're in the finals. What is going on there?
0:20:44Well, let me unwind that question because there's two different parts to it.
0:20:50First, Duke. It's no secret. Eddie went to Duke.
0:20:55been a fan since he was in college. He, you know, is good friends with Coach K. If
0:21:01you don't know Duke in basketball, Coach K is the greatest winning NCAA
0:21:05coach. And so rooting for Duke, like, isn't a big gamble that they're not
0:21:11going to win some championships because they can do it whether he roots for them or
0:21:14not. But he has rooted for them since college. So that's not it.
0:21:19You don't need a big deal to make that happen. That's happening. But the
0:21:24Warriors, Eddie has been a fan of theirs for a couple decades going to games. So
0:21:30he's been through some lean times and he's due. And so if you know Eddie like
0:21:36I do and we're really great close friends, Eddie is one of the most loyal
0:21:40people you can ever have as a friend or a co-worker. And so he's been loyal to
0:21:44his sports teams. And the last thing I'll say on this is if somebody's doing
0:21:48a deal with the devil for the Warriors, that's one crappy deal because it's been
0:21:5240 years without a championship,
0:21:54you're not a good deal maker.
0:21:56[laughter]
0:21:58I care. I care.
0:22:01- All right, let's get down to some of the products
0:22:03that you guys talked about yesterday in WWDC.
0:22:07So I think I'll stick roughly to the order, you know,
0:22:10go in your order.
0:22:11OS10, L--
0:22:13I'm gonna mispronounce it.
0:22:15[laughter]
0:22:16Cap-- Capitan.
0:22:17- You said it well last show.
0:22:19show. I'm a good guesser. I really did guess. At least one of you did. It is, I
0:22:45know there are definitely new features there some of the features are very cool
0:22:49I love the mouse shake thing. I'm serious. I have a giant 5k iMac. I need to know where my mouse is.
0:22:57But there used to be an init way back in like the ancient era that did the same thing. Yes.
0:23:05When the screens were this big. I know. You had a nine inch black and white Mac screen. You had to
0:23:11go like this to find a cursor. What was wrong with us? But yeah, in fact, I kid you not, I did it this
0:23:18afternoon I was working on some slides, I'm on a 27-inch iMac and I went "oh where's my cursor"
0:23:22and I like did the shake like "oh I'm not on El Capitan yet on this system it's not working"
0:23:27it becomes very intuitive very quickly. In large part though I guess there are some new features
0:23:34but it is mostly like a stability and refinement release of OS X or at least in large part that's
0:23:40part of the focus of it and that was what led me to guess El Capitan because it's like there was
0:23:46Leopard and then Snow Leopard which was sort of a hey let's slow down the new
0:23:49features and work on reliability and then there was Lion and Mountain Lion
0:23:52and I thought there's no such thing as Mountain Yosemite so...
0:23:59Very astute but to your to your to your point no we don't think of it as
0:24:08only a stability and performance release that is a big part of it but the
0:24:14features the teams have worked on we think will matter to all of us in our
0:24:17everyday lives using these these systems and they took a lot of work and some of
0:24:23them will have significant ramifications for a long time. I think most of all with
0:24:29Metal on the Mac on that. It's a huge opportunity for all of us so I think
0:24:34there's some really important things in this. Yeah I guess that is a big one and
0:24:37it really does sort of it's like this virtuous circle where you've got all
0:24:43these game developers, top game developers, cranking on iOS games for years and adopting
0:24:50Metal very quickly in the last year and already having code ready to go.
0:24:55And it really does, iOS is really helping the Mac here in terms of elevating the Mac
0:25:00as a gaming platform.
0:25:01Absolutely, especially in this case.
0:25:04It's this great leverage there.
0:25:06But it's not just for the gaming.
0:25:07I mean, that's a big part of it.
0:25:08It's great for Pro apps.
0:25:10And we've seen that.
0:25:11Adobe came in and did some work and were really impressed with what they could do on it.
0:25:15And our own teams have done it with systems, as Craig talked about, to have graphic software
0:25:20layers from the system starting to get accelerated with it.
0:25:23We see big benefits.
0:25:24So I think it is a system-wide opportunity.
0:25:27My son just wanted to thank you for the gaming.
0:25:33But there has been in the last year a sort of, I don't know if it's a meme, but a sort
0:25:41talking point that gained a lot of yeah me too I agree the basic gist of it
0:25:46being Apple software isn't as reliable as it used to be and it got out there I
0:25:52don't know I forget somebody wrote something about that
0:25:56no no let's let's just deal with the elephant in the room
0:26:04Marco
0:26:09So there's a reason many of you read Marco's blog. He's a smart guy and he's a
0:26:18passionate guy and I read his stuff too. So it's worth it. And so complete
0:26:25respect for your perspective and your belief. Don't share them in this instance
0:26:29but I respect it and I mean that. They're...
0:26:36try to be magnanimous and you somehow step in it.
0:26:40So there's no doubt with every release there's bugs
0:26:45and there's things we hit on and there's things
0:26:48that the team's passionate about getting out there
0:26:50and fixing, but we're also very careful about
0:26:53tracking crash logs and AppleCare calls
0:26:58and Genius Bar visits and we even have a tool
0:27:00that is able to follow a lot of user forms
0:27:06to ascertain what the complaints are,
0:27:09and try to really gather a good set of metrics
0:27:12on all the issues.
0:27:14And in this case, I do think the storyline isn't really
0:27:18accurate with the reality.
0:27:20Not to say there aren't bugs and there aren't things driving
0:27:23some people crazy.
0:27:24There are.
0:27:24Of course there are.
0:27:25But it isn't a change.
0:27:29In fact, if there's any change, I
0:27:30think the biggest change in Yosemite,
0:27:32truthfully, over the last year, was
0:27:34that we had a faster adoption rate of OS X than of any Mac OS in history.
0:27:41And so you saw a larger number of users faster in the release cycle in more diverse networks
0:27:47and environments in different uses and that surfaced even more things that would kind
0:27:52of happen over a slower ramp.
0:27:55And so there were things to chase out and go work on, no doubt about it.
0:28:00But I wouldn't say it's systemic to some issue or some wider thing going on, not in any way.
0:28:06The feedback I got, it seemed like you guys were taken a little surprised by that because
0:28:11a lot of the things that you measure were all saying this is better than before.
0:28:15We're seeing fewer crash logs per user.
0:28:18We're seeing fewer of certain problems.
0:28:21And I kind of feel like maybe what got lost in the shuffle there is that a lot of the
0:28:24problems people were having were things that don't even generate crash logs.
0:28:28it's sort of like, you know, like some of this discovery D stuff is just like all
0:28:34of a sudden my printer just isn't connected anymore. But it's... Hey, we take
0:28:41the good, you gotta take the good the bad, that's okay. I'll get it out of your
0:28:44system, let's laugh about it. Okay. You know, there's an example where I think
0:28:55everyone should be proud that if we're going to try something,
0:28:58it's great to try things.
0:29:00Sometimes it's OK to take a risk.
0:29:01You don't want everything to stay and never change.
0:29:04But if things aren't perfect and people are telling us
0:29:07they're not happy with how something's working,
0:29:09here we are.
0:29:10We haven't shipped El Capitan yet.
0:29:12Already dealing with that within this one year cycle inside
0:29:16of that to make a big change to make things better.
0:29:19And I think that's a sign of how much the team is
0:29:21willing to self-analyze what the situation is
0:29:24and do whatever's right.
0:29:31So, just for the record, before we move on to the next topic,
0:29:38you guys do read the radars that they file.
0:29:43Yes.
0:29:47Next up was iOS, iOS 9.
0:29:50And there's a lot in iOS 9, and there's the multitasking,
0:29:54and the keyboard, and the trackpad.
0:29:57All, to me, the gist of it is for a lot of people,
0:30:02this becomes a lot more of a productivity machine,
0:30:05than a huge leap forward for advanced iOS users, iPad users.
0:30:10In particular, the iPad features that the team
0:30:13for the last couple years has been looking at,
0:30:16what we think would be changes in experience.
0:30:19Remember, when we launched the iPad and the very first iPad,
0:30:22a lot of work went into rewriting
0:30:24all of the applications of the system
0:30:26to take advantage of that big, beautiful screen.
0:30:28And a lot of thought went into that.
0:30:30And then we put that out in the world
0:30:33and saw how people use it, and then we went back to it
0:30:35and said, well, what are the next things
0:30:37we need to do unique for iPad to make
0:30:39it a more productive, more useful product in the things
0:30:42you do?
0:30:43And one of the things was to help
0:30:47you use multiple applications in new ways.
0:30:49And it actually took a couple years of development
0:30:52to get to this.
0:30:53It wasn't like someone woke up six months ago and said, hey,
0:30:56let's do multi-window multitasking on this.
0:30:58It took a while to, for example, put out last year the size
0:31:03classes and auto layout in iOS so people can develop
0:31:07essentially for iPhone 6 and 6 Plus.
0:31:10But we knew that by doing that work,
0:31:12we were laying the groundwork to make this happen with El Capitan
0:31:15as well.
0:31:16So some of these things take multiple years to put everything in place to do it the right
0:31:20way.
0:31:21Because you can rush it out and do it the wrong way, and then we don't all like where
0:31:24we are.
0:31:25I thought it was the...
0:31:26I was sitting, not in the middle, but farther back, I was really in the mix with the developers
0:31:31too.
0:31:32And I thought that that got the weirdest reaction, like the most mixed reaction from the crowd,
0:31:36was when Craig said, "You've already done the work.
0:31:39If you've been listening to us and done this auto layout and the sides classes, you've
0:31:43already got it."
0:31:44And there was this really mixed reaction where it seemed like half of the developers were
0:31:47like "Yes!"
0:31:50And they totally understood how Twitter maybe came in and really did like 50 minutes of
0:31:54work and got it working because they already had it.
0:31:57And then the other half of the developers were like "Uhhhh."
0:32:00Like when you guys offer a hint as to what developers should be doing, people should
0:32:08take the hint.
0:32:10I think our batting average is pretty good on that.
0:32:12(audience laughing)
0:32:15- Wow, that's weird.
0:32:18My next question was about 64-bit carbon.
0:32:21(audience laughing)
0:32:24That's an old note from a,
0:32:25this card is very old.
0:32:28This is from a, hold on.
0:32:30(audience laughing)
0:32:33This is our audience, Phil.
0:32:40(audience laughing)
0:32:42- A 64-bit Carmen joke got allowed.
0:32:44(audience laughing)
0:32:47- A pain's allowed.
0:32:49- Yeah, there's probably some angry people out there.
0:32:51(audience laughing)
0:32:54It's all good now.
0:32:55Last thing on iOS, and it's a big thing,
0:32:58and I really thought you guys hit it several times.
0:33:01I think you almost couldn't have been more clear on it,
0:33:04and I really think it is the biggest story
0:33:07in the industry this year.
0:33:09I mean, you know, it's not like a flash in the pan.
0:33:11I think it's ongoing.
0:33:13But it's hard to summarize, but it's
0:33:15this idea of contextual awareness with your devices
0:33:20and services in terms of telling you if it's going to rain,
0:33:24or the Craig's example of knowing
0:33:26you're getting in your car.
0:33:29You know, traffic patterns, you got to leave for the airport,
0:33:32all these type of features.
0:33:36and how a company and a platform could implement them
0:33:42with the flip side of...
0:33:44How did you say it? How did you guys say it in the keynote?
0:33:47It was the second most popular mapping app on iOS.
0:33:51Google.
0:33:53But there's this argument going on and then the flip side of it
0:33:56is this privacy issue with data collection
0:33:58and all sorts of things are coming out at once
0:34:00and Google is doing features like this, you guys are doing features like this
0:34:04And just, I think by coincidence,
0:34:06but the Annenberg School of Communication
0:34:08had this widely cited paper that just came out this week.
0:34:11I'm sure you saw it.
0:34:12The gist of it being that typical consumers
0:34:17do care about the privacy
0:34:19and the implications of the information
0:34:21that online companies like Facebook and Google
0:34:23are collecting.
0:34:24They're not comfortable with a lot of it,
0:34:27but they kind of feel helpless about it.
0:34:29And they're like, "Oh, I guess I gotta,
0:34:30I guess Google knows where I am all the time."
0:34:33But you guys seem to have a different vision on this.
0:34:35And the flip side of the art, the last part of it,
0:34:37I know this is a very long question.
0:34:39(audience laughing)
0:34:40Are you with me so far?
0:34:41- Yeah, I'm waiting for the question.
0:34:42(audience laughing)
0:34:46- The gist of it though is that a lot of people
0:34:48are arguing that to implement these features well,
0:34:51a company has to collect it in an identifiable way
0:34:56and keep a sort of dossier on you,
0:34:59otherwise the features don't work.
0:35:00And you guys seem to have a very different stance on that.
0:35:03And obviously, this is not new.
0:35:05This is something we've believed for many, many years
0:35:08and hoped that it would get traction
0:35:10that more and more people would start to care
0:35:13and question the choices they have to make.
0:35:16If ever there's a modern definition of a Faustian bargain,
0:35:19this is it, right?
0:35:20Which is that if you wanna get the features,
0:35:23give us all this information about your life
0:35:25that you'd really rather not.
0:35:26And we've believed for a very long time
0:35:29that that doesn't have to be the case.
0:35:31And so we've built systems and processes all around the idea
0:35:35that in order to help users, you can
0:35:39do things that are surprising and delightful and magical,
0:35:42but we don't know your data.
0:35:46If there's something that has to get through our server,
0:35:48then it's non-identifiable.
0:35:50And if it can be done in any way on your device
0:35:52without going to our server, then that's
0:35:54the better place to do it.
0:35:55And that we think we can deliver great experiences protecting
0:35:58users' privacy.
0:36:00And that has been a belief for many years.
0:36:03And now it's really becoming a much more well-received
0:36:07message.
0:36:08And we're probably talking a little bit louder about it
0:36:10because we think people do want to hear it.
0:36:12But we haven't changed our feeling.
0:36:14This is our feeling for many, many years about it.
0:36:16But it's sort of coming to a head now because it's like--
0:36:19I feel like these features really bring out the difference
0:36:22in the two strategies.
0:36:24We hope so.
0:36:24We hope people will see that I can get the capabilities I want
0:36:28and somebody standing up for my privacy and somebody,
0:36:31I mean, one of the great things about Apple, I believe,
0:36:34is that our customers trust us.
0:36:36They put trust in the fact that we're trying
0:36:39to make something that's quality.
0:36:40They put trust in the fact that we're gonna support them.
0:36:42They put trust in the fact that we're gonna respect
0:36:44privacy and security and do everything we can.
0:36:47And I think that these are the features
0:36:50that best demonstrate that today.
0:36:52Okay.
0:36:53(audience applauding)
0:36:56(audience applauding)
0:36:59- I might be getting the next one out of order.
0:37:04It was a long keynote.
0:37:06My notes are a little mixed up.
0:37:10- I've been to longer, but.
0:37:12- I was wondering if maybe that wasn't the longest.
0:37:16I always thought that maybe you guys had like a loose rule
0:37:19that you wanted to keep it under two hours.
0:37:21- We do actually.
0:37:22We think that in general, keynotes, people seem
0:37:27comfortable in the 145 to 210 kind of range.
0:37:31But that's never perfect.
0:37:32There's other times when things can be shorter or longer.
0:37:37And in order to get it to the length we did, we
0:37:41cut a lot of things.
0:37:42We were very, very aggressive on trimming back on--
0:37:47yeah, well, I was thinking more about the power feature in
0:37:51iOS 9 and how we you know we didn't even show the UI for that or a whole bunch of
0:37:56things that that are there that were actually really nice but we had to we
0:38:00have to and even then you know some people nobody seemed to get up and leave
0:38:04so I think we were okay. All right but I think next was Apple watch. Watch OS with
0:38:14lowercase W. Are you trying to kill me?
0:38:19I think it works really well. I think it's nice. It's ownable. It's special.
0:38:31I think you'll see. Give us time. We've been through many fun naming things. This
0:38:40is an easy one. There have been many fun naming things through the years. Some very
0:38:43emotional, some very easy and most of the time when all said and done you look
0:38:48back years later people say yeah you guys were right you know it all made
0:38:52sense together so so so I think we're doing the right thing. I'm hoping that
0:38:58it's like well was it the 3GS which was the one where they had a look your
0:39:04lowercase s the 5s and then you uppercase the s. As I said sometimes in
0:39:12middle of things we decide we haven't done the right thing and we fix it.
0:39:17All right hopefully right in your wheelhouse but one thing that really
0:39:25struck me is in the run-up to the release of the watch and in the TV spots
0:39:31that ran it ended with the watch is coming and then when it launched I think
0:39:40probably right around probably timed at April 24th, "The watch is here." And I
0:39:45thought that was such a great slogan but it also conveys the different position
0:39:50Apple is in now than even even 2010 with the iPad in terms of you didn't have to
0:39:57say which watch. Well thank you for liking the marketing I appreciate that.
0:40:04I don't think of it that way as necessarily different. When you look back with iPhone,
0:40:11you may remember that we started the very first ad for iPhone was a teaser ad during the Grammys,
0:40:17where it was just shots of people answering the phone and saying hello from famous movies.
0:40:21And yeah, that was a great ad. And we didn't have to say anything about it. Everybody knew
0:40:26that's because iPhone's coming, right? And so it was okay to do something and we had that freedom
0:40:31to express it that way. So in this case the whole world was anticipating the
0:40:36watch, they knew about the watch, we had you know introduced it last September
0:40:40and so as we're getting closer there had been a billion stories written about it
0:40:44so we didn't have to say much more than the watch is coming and show a lot
0:40:49of the designs and show a lot of the interface because one of the great
0:40:53things about the watch is the variety of choice you have with it and so the
0:40:57ad got to show that and it created some energy and some uplifting you know
0:41:01beats to it to get that sense that hey we're building up to a moment of
0:41:05excitement here the watch is coming and so I think it worked pretty well at that.
0:41:09All right thank you. A developer question so watch kit was announced last year at
0:41:18the end of the year which I think it surprised me because it was out before
0:41:23way before the watch months before so that developers could get ready for it
0:41:26And now here we are six weeks after the watch actually shipped and you guys, I know it's not out, it's coming in the fall when it's going to ship,
0:41:34but you've already, you know, developers probably spend all day in those sessions at WWDC learning about native apps on the watch.
0:41:43Do you think, was doing WatchKit first worth it rather than just waiting to go right to native apps?
0:41:52Well, time will tell, and that'll be the judge of it, but I think so.
0:41:58We've been through this once before with iPhone, and that model we had a year without any native
0:42:04apps, just web apps, and then came out with the SDK and all the APIs necessary to do a
0:42:09good job with apps, and that model worked great.
0:42:13People were frustrated during that time, but it worked great.
0:42:16In this case, we knew we, again, need to finish the software, get the first version out before
0:42:21we could solidify the SDK and APIs to do native apps.
0:42:25And so what do you do in the time before that?
0:42:27Do you give developers an opportunity
0:42:29to do something on it?
0:42:30Do you create a watch kit?
0:42:32And will that watch kit have enough value
0:42:34for certain kinds of apps that it will make sense anyway
0:42:36in the fullness of time, even with the full native APIs?
0:42:40And obviously, our belief was, yeah, it
0:42:42would help to have developers do it
0:42:44to use watch kit from the beginning.
0:42:46And there are many classes of apps
0:42:47that may be exactly what they want,
0:42:49And they don't need to do more than that
0:42:51and use the full native version.
0:42:53But others will.
0:42:54And I think that gave the maximum opportunity
0:42:57for developers.
0:42:58And so the one other thing we did that I think--
0:43:00because we talk about this.
0:43:01The same thing you guys all talk about,
0:43:03we talk about internally all the time.
0:43:05And we said, how will people react to that if we bring
0:43:07out WatchKit and then native?
0:43:09So if you may recall, back last September
0:43:11when we talked about it in last year's developer conference,
0:43:14we said-- and we will bring out a native API and SDK later--
0:43:19We wanted people to know that that was coming,
0:43:21so no one could say, "Oh, I wouldn't have done this
0:43:23"if I had known that."
0:43:24And so we wanted to make sure there was transparency
0:43:26and openness about that.
0:43:28- Good answer.
0:43:31(audience laughing)
0:43:34Music.
0:43:40I think Apple Music looks amazing.
0:43:43I think that the size of the catalog is amazing.
0:43:47I think it, what was the phrase in the moving the needle in the entire music industry? I
0:43:53really do. I kind of thought the segment in the keynote was a little long.
0:43:58You say potato, I say potato, but. There's my big question and this is where
0:44:06I'm rocketing towards being an old man. I just don't know. That's a very serious question.
0:44:13So the basic proposition is you pay $10 a month.
0:44:17There's a three month free thing to get started,
0:44:19you know, see what it's like, see how much you like it.
0:44:21But the basic idea for the long term is
0:44:24you pay Apple $10 a month and you can listen to all of it.
0:44:28Are there a lot of people who wanna pay $10?
0:44:32Well, I think it's a great deal, I really do.
0:44:34I mean, I think the family deal is a no brainer.
0:44:36I really think it's a great bargain.
0:44:38But I'm an idiot, I've been paying for music my whole life.
0:44:41(audience laughing)
0:44:43I was so happy when the iTunes store came out because I hated the Napster stuff because the songs didn't have the metadata
0:44:49and it's like you're doing all this cleanup work just to like get the file names right. It's like just let me pay it.
0:44:54But is that, is there a lot of people, are there a lot of people out there who are going to pay ten dollars a month
0:45:00for a music service?
0:45:01Well, obviously we believe so. We think that once you see the service and you start to use it,
0:45:08you'll realize the benefits of
0:45:11having really great curated curated lists and you know albums and playlists and things being recommended to you and every time you see something
0:45:19you say oh, I like that. I want to listen to that. I want that playlist great
0:45:22I'll use that the next time I go on my trip. Oh cool new album. I want that and
0:45:25you don't have to think about it anymore
0:45:27you're just getting it and then you know and some people think that's all people will do or some of us who are
0:45:34older and a lot older
0:45:36There's I have favorite artists that I just want to buy it just because I do I'm it's just locked in my brain that way
0:45:42And so I'll still have you still have the iTunes store you can buy the things you want to buy
0:45:46You don't have to choose between the two models, but once we're on this for a while
0:45:51We're all living it we understand the social impact of music. That's completely available to you
0:45:56I think it's going to change enough
0:45:59Especially if there's that impetus coming from the curation and the recommendations that will keep you really wanting to
0:46:05to just add all that to your library constantly.
0:46:08- What do you think connect is got
0:46:15that's gonna make it succeed where Ping didn't?
0:46:19(audience laughing)
0:46:22- A better name to start.
0:46:25It's an opportunity to,
0:46:32on a bunch of levels that's different.
0:46:35I think Connect is much more been built from the ground up
0:46:39from an artist's perspective of what
0:46:41would they like to share with their fans
0:46:43and how do they like to communicate.
0:46:45And so for Connect, the artist will
0:46:47have a very simple ability to create whatever content they
0:46:50want-- videos, audio tracks, photos and lyrics,
0:46:55and on and on-- and the ability to like and say
0:47:00what you care about and then instantly also share it
0:47:03directly to other social networks--
0:47:04you're not locked into one network, and the ability to communicate with users, it's not a one-way pipe.
0:47:10And so I think that it's a much more interactive environment and the ability to share a lot more, and we'll see.
0:47:16But we think that based on the artists who have worked with us on it, that it's the kind of environment they want to contribute with fans.
0:47:24You and I just have a lot of times when we meet off the record or whatever, we blow the whole...
0:47:32We never meet off the record.
0:47:33(audience laughing)
0:47:35- We'll have like-- - You just think we do.
0:47:37- But it'll be like 20 minutes,
0:47:38and we'll blow the whole thing talking about like cameras
0:47:41and James Bond movies.
0:47:42- Yes, I tried so hard.
0:47:44I realized it when I got invited to this,
0:47:47and I didn't have time,
0:47:48'cause the one place you could order it
0:47:49was gonna take two weeks.
0:47:50I want to get this Specter logo t-shirt to wear,
0:47:53just for you. (audience laughing)
0:47:55But I couldn't get a nice octopus logo t-shirt,
0:47:58but I couldn't get it. - But one of the things
0:47:59that we both share a passion for is photography and cameras.
0:48:02and you know, like a hobbyist type thing.
0:48:06I've been thinking, I think it's so clear
0:48:11and the Shot with iPhone marketing campaign shows
0:48:15that you guys clearly believe it too,
0:48:17but that Apple has become one of, if not the,
0:48:21leading camera companies in the world, the.
0:48:24(audience laughing and applauding)
0:48:32And in the old days, being a camera enthusiast, you really were, it was like about the lenses,
0:48:37you know, and it still is, you know, if you have with the other cameras we have.
0:48:40But with today's era of photography, it's really about mobility,
0:48:46and it's not about lenses and sensors, although that's part of it.
0:48:51But it's the software that processes the images off the sensor,
0:48:55which is why there might be other cameras from other companies
0:48:58that might use the same sensors that you guys have or similar ones and the
0:49:03pictures don't look the same and after that how do you get them on the phone
0:49:08and how do you send them to where they're going and how do you edit it and
0:49:12crop it and fix the rotation and then two years from now how do you get back
0:49:16to that picture it's this whole circle but it's like the it's called the iPhone
0:49:24but to me I would rather if I could have if you said hey one of your apps is
0:49:28going to break for the next week. It's either the phone app or camera app. I want my phone
0:49:32app to break. Do you see it the same way? Oh yeah. The camera capabilities of iPhone
0:49:39is for me one of the most personally valuable and important parts of it. It has been for
0:49:45quite a long time. And as you said, we both share a passion for prosumer photography.
0:49:51I'm no great Ansel Adams, but I love photography. I love the process. I love the thought that
0:49:57goes into it. I have cameras of all different sizes and kinds. And photography is really
0:50:03powerful and especially once you have families engaged you realize how this stuff is meaningful
0:50:08for the rest of your life. And we've been putting a lot into it. But I will start with
0:50:14the most important adage in photography. Anybody who hears of serious photographer knows the
0:50:19old line and it's true. It's not the camera, it's the photographer, right? A great picture
0:50:24comes from a great photographer, not a great camera.
0:50:28And so that aside, I got that done, we've been putting a lot of effort for many years
0:50:34now to building an incredible world-class camera team and working, doing custom work
0:50:40on sensors, building our own custom lenses, building our own flash technology, and most
0:50:46importantly the ISP and software that makes that all come together as a complete system.
0:50:52And the same mentality that goes into why a Mac is better than a PC,
0:50:56and why an iPhone is better than some other junkie phone,
0:50:59that goes into the--
0:51:00[APPLAUSE]
0:51:02--goes into the camera that it's a complete system designed together
0:51:06from the beginning to work together.
0:51:09And that's what results.
0:51:10You can't just piecemeal put a lens with a sensor with someone else's chip
0:51:15with someone else's software and get to the level of result
0:51:18we're able to achieve the way the teams work together
0:51:20to deliver a complete solution.
0:51:24All right.
0:51:25I have to ask this.
0:51:28You guys have always had this--
0:51:31well, not always, but in the modern era of Apple,
0:51:35there's been this idea of, hey, here's three--
0:51:37good, better, best.
0:51:40Whether it's a Mac or a lot of different products, three--
0:51:43good, better, best.
0:51:46I think that with the current generation iOS
0:51:49devices going 16, 64, 128. I think that 16 it's really hard to make an argument
0:51:59that's good it's more like okay.
0:52:06So, I'm guessing you're all 128 gigabyte users in here. Me too. So, the 16, you know,
0:52:22we used to be lower and so it has increased. The iPhone didn't used to shoot
0:52:29video too. So one of the hopes and maybe we'll see how we realize it all, but the belief
0:52:40is more and more as we use iCloud services for documents or Azure if your product uses
0:52:47Azure or for our photos and for our videos, the more we're able to use these things and
0:52:53your music is in the cloud, that perhaps for the most
0:52:58price-conscious customer, the person starting out at the
0:53:01beginning of the line, are able to live in an environment
0:53:05where they don't need gobs of local storage because these
0:53:08services are taking off more and more of the load and
0:53:10making their life easier.
0:53:12And they can start with an entry point that's lighter
0:53:14than maybe you want, but gets their entire job done.
0:53:18And we work very carefully to canvas and survey exactly how
0:53:23much storage people use at different price points
0:53:25and how much they need.
0:53:26And if we can give them a great solution storage there,
0:53:30we can put that cost into other things
0:53:32to make sure they have a great camera,
0:53:34they have a great screen.
0:53:35And so it's all choices for the customer.
0:53:38And that's the hope.
0:53:40As more of this stuff is in the cloud,
0:53:42maybe we can have an easier entry point for some customers.
0:53:46You did say you wouldn't answer some questions.
0:53:48[LAUGHTER]
0:53:52I can.
0:53:52Wow, I can get much more non-answer than that.
0:53:56What do you say to the criticism that Apple has gotten too obsessed with device thinness?
0:54:05With year over year iterations that are getting thinner and thinner at a point where maybe if you had stopped
0:54:11and kept the device thinness the same and just filled that extra space with battery,
0:54:16whether it's a phone or whether it's a MacBook, where are you guys going to stop?
0:54:20going to stop? I mean is it going to be like a piece of paper? First of all I
0:54:26think that feedback is always great to hear and you know people tell us what
0:54:30they think and we always want to hear what things you want in a
0:54:36product because they all come with trade-offs and benefits and
0:54:39associated things. If you want a product that's thicker with a bigger battery
0:54:43well it's also heavier, it's also more costly, it also takes longer to
0:54:47charge.
0:54:50All these things have ramifications
0:54:52designing a total system.
0:54:54And we look at this very, very, very carefully.
0:54:57The engineering team and the industrial design team
0:54:59work together and model every thickness and every size
0:55:03and every weight.
0:55:04And we hold these things and we work with them
0:55:06to try to figure out what the feature benefit trade-offs are.
0:55:10And I don't think we've hit the point yet where we're trading
0:55:14off thinness for features and capabilities at the expense of the best
0:55:19optimized product. I really don't. I love my new 12-inch MacBook. I think it's an
0:55:24incredible product. I use it constantly and I love how thin and light that
0:55:28feels and I love the iPhone 6 and 6 Plus and I think we've made great
0:55:34choices there. And yes, this is something we talk about constantly, but
0:55:39I think we've made the right choices so far.
0:55:41All right, two-part question. What color is your new MacBook?
0:55:45and
0:55:48How many USB ports does it have?
0:55:50So mine is the space gray
0:55:57Thank you
0:56:01But I'm glad there's individual choice diversity is important the
0:56:08And mine has one USB-C port, as you well know, with that leading question.
0:56:17But again, be careful what you ask for, right?
0:56:21Because what the design team first envisioned when we started working on MacBook was to
0:56:28say, if all we do is incremental slight change, where's the excitement, where's the value
0:56:35of Apple pushing things forward?
0:56:37We need to take bold risks.
0:56:39If people don't like it, well, they can keep buying the MacBook Air, they can keep buying
0:56:44the MacBook Pro, but why don't we design a product that's around this wireless world
0:56:50that has really no physical connection that you need.
0:56:53You can get by without ever needing that.
0:56:55Wouldn't that be a better world?
0:56:57In doing that, we realized, yeah, but we do need to charge it, so let's go create this
0:57:02one port that can charge and be USB and be your video out.
0:57:05And that way, if you need to connect, you can.
0:57:08You're not giving that up.
0:57:10But this is really design.
0:57:11And if you do that, how far can you push it?
0:57:14How thin can it get?
0:57:16How light can it get?
0:57:18How aggressive a design can it be?
0:57:20And I think if--
0:57:23I'm in my job for one reason, because I'm a
0:57:25customer like all of you.
0:57:27I love these products.
0:57:28I love this company.
0:57:29I want this company to be the best Apple can ever be.
0:57:32And one of the ways it can be the best Apple can ever be
0:57:36is to take bold risks and try to think of new things
0:57:39that others aren't willing to do.
0:57:40I remember-- I mean, this is all the same mentality as I
0:57:43remember when we took out the floppy.
0:57:45Oh, and I'm sure many of you all do too.
0:57:47It's the exact same thinking.
0:57:49I sat in the room with friends of mine who worked at other
0:57:52companies in Texas and other places, and they literally
0:57:57said, oh my god, I'm so jealous.
0:57:59We can't do that.
0:58:00We can't do that.
0:58:02We can't take the risk because if the world is going to be risk adverse and
0:58:06doesn't want us to take away anything, then if Dell doesn't have a floppy,
0:58:11but Toshiba does, they'll just buy the Toshiba.
0:58:13They're all the same, except if you're missing one thing,
0:58:16no one will buy your stuff.
0:58:17You said you're so lucky.
0:58:18You make something where your customers give you the opportunity to try something
0:58:22in a completely different way, and they listen to you when they try it.
0:58:26And if you have to adjust and make an external drive for a couple years, great,
0:58:30You'll do it, but you get to make that change and move on.
0:58:34That's the embodiment of this new MacBook, which
0:58:36is take a bold risk.
0:58:38Maybe some people will think it's not perfect to them yet,
0:58:40but for a surprising number of people,
0:58:43it's already their future laptop.
0:58:46The customer satisfaction is off the charts on it.
0:58:49Customer demand is great.
0:58:51Does anyone here have a new MacBook and love it?
0:58:53[APPLAUSE]
0:58:56So that's the Apple I want.
0:58:58I want an apple that's bold and taking risks and trying new things and being aggressive.
0:59:05So, you've been an apple for a couple of years.
0:59:21Half my life.
0:59:23Wow.
0:59:24A lot of that time, an adjective that was often used to describe Apple was "beleaguered."
0:59:34And there were some hard times, and there were years when you guys were truly the underdog.
0:59:40And now, there's no way that anybody could argue that the most profitable company in the world is the underdog.
0:59:49but yet people still seem to manage to say that you're one step away from collapse.
0:59:56Like, does that surprise you that it hasn't stopped?
0:59:59Like, I don't think it was surprising in, say, 1997
1:00:03that there were a lot of articles predicting doom for the company.
1:00:06Do you find it surprising that there are articles in 2015?
1:00:09Honestly, no.
1:00:12I don't know if, personally, I don't know if I'd know how to act
1:00:17if people didn't write that and didn't say that.
1:00:20Because I've been through all that.
1:00:22You all have read the stories.
1:00:24There was a moment there where Apple was truly six months
1:00:27from gone and out of business.
1:00:29And we've been through this cycle.
1:00:31And as someone really smart once said,
1:00:36there's nothing to make you take bold moves than a near-death
1:00:41experience.
1:00:42And we had that.
1:00:43And having people tell you that you're all not that smart,
1:00:47your products aren't that great, you're not going to survive,
1:00:51is actually emboldens you to do good work
1:00:54and try to make each thing better
1:00:56and be aggressive and hungry.
1:00:58And I think that's also the way Apple should be.
1:01:01And we don't need to be told how great we are
1:01:03and how big we are.
1:01:04It's not about that.
1:01:05And we don't want it to become about that.
1:01:07It's not about PDEs and it's not about market value.
1:01:11I mean, sure the finance team has to worry about that.
1:01:13of the rest of us, it's about are we making the best product? Do people love what we do?
1:01:17Or is it changing lives? And if it isn't, then beat us up till it is. And that's a good
1:01:23place. And I don't remember any great product we've made where people haven't panned it
1:01:26in the press in the beginning. I mean, they panned the iPhone. They panned the iPod. They
1:01:30panned the iPad. And great, say it, you know, because that's--I don't know what a successful
1:01:36product is if it doesn't start out with people saying, "I don't get it and I don't like it."
1:01:39[APPLAUSE]
1:01:47This has been great.
1:01:48I really appreciate you being here and the time we've spent.
1:01:51But--
1:01:51[APPLAUSE]
1:01:53Did you say "but"?
1:01:55No, no, not "but."
1:01:57But I was going to--
1:01:58I did say "but."
1:01:59But before we finish up, do you remember the first time
1:02:05you got in contact with me?
1:02:08It was a long time ago now.
1:02:10It was October 2004.
1:02:13Earlier in the month, the Yankees had,
1:02:18maybe it was September, I don't know,
1:02:19might have been September, I forget when the ALCS,
1:02:21probably October, probably October, probably early October.
1:02:24My favorite team, the New York Yankees,
1:02:26had taken a three games to nothing lead
1:02:28against the Boston Red Sox.
1:02:30And I still have this tradition,
1:02:35it's just been a number of years
1:02:36since I've been able to do it,
1:02:38which is when the Yankees are in the post season,
1:02:42I use their logo instead of my star in a circle.
1:02:47And I used to in the early years, 2002, 2003,
1:02:51when I was really greedy,
1:02:52'cause the Yankees used to win the World Series
1:02:54every single year,
1:02:55I didn't even count the division series.
1:02:58I didn't change the logo
1:03:00until they got to the AL championship series.
1:03:03Those are the days.
1:03:07Well, one thing led to another, and I don't know what happened,
1:03:09but somehow the Red Sox ended up winning that ALCS.
1:03:12[cheers and applause]
1:03:14And it was--
1:03:15- Greatest choke in baseball history.
1:03:20- So I wake up the next day, and I was despondent,
1:03:22'cause it was like, "Jesus, of all the teams today--"
1:03:24I mean, number one, losing three games is nothing.
1:03:26That hurts, but to the Red Sox.
1:03:28And I start to work, and I--
1:03:30Well, you know, whenever I'm in a bad mood,
1:03:32it's like, my work can distract me.
1:03:33And I go, and I check my email,
1:03:35And this is back in the day when you didn't get the preview.
1:03:39I forget what the subject was, but it said "From Philip Schiller."
1:03:46And I thought, "Somebody's pranking me."
1:03:50And I clicked on it, and it's from philschiller@apple.com, and it said, "Hey, John."
1:04:00It's so great, because I changed the logo back because they lost the game, and it said,
1:04:04It's so great to see the regular logo back on Darren's Fireball.
1:04:12[cheers and applause]
1:04:16The Yankees put up a good fight.
1:04:18Regards, Phil.
1:04:20Now, do you remember? Is it coming back to you?
1:04:22- Oh, yes, I remember that week really well.
1:04:25- So it--
1:04:28My reaction that morning was so bifurcated.
1:04:32It was, "Holy shit, I got an email from Phil Schiller and he reads 'Daring Fireball'!"
1:04:40And it was like half an icy dagger in my heart, like the last
1:04:44remaining warm blood in my body was just drained.
1:04:49That's what I was shooting for.
1:04:55But...
1:04:58But to show I'm...
1:05:00Obviously, I grew up in Boston, so I'm a big Boston sports fan.
1:05:04Go Cats!
1:05:06I don't care how much air is in the ball.
1:05:08I don't.
1:05:08[LAUGHTER]
1:05:11I'm a Brady fan, and take it for what it's worth.
1:05:15But that series-- so the third game,
1:05:17I happened to be on an Apple business trip in New York
1:05:20during the third game.
1:05:21And I said, I've got to watch the game.
1:05:23And I said to someone in the hotel,
1:05:24I'm going to go, where's a good place
1:05:25to watch the baseball game?
1:05:26They said, well, the Mickey Mantle bar.
1:05:29I said, "It's a Yankees game at the Mickey Mantle Bar.
1:05:32"All right, I'll go."
1:05:33And I went and I whipped over my Red Sox cap.
1:05:36I was the only Red Sox fan in the entire Mickey Mantle Bar
1:05:38and that was the game we got beat like 17-six or something.
1:05:41And I took a drubbing and everyone giving me a hard time
1:05:44and it was worth it because look,
1:05:46we stunk and we deserved it.
1:05:48And so I felt I'd really taken the pain
1:05:52and there was this cathartic thing that I could nicely,
1:05:55and I think I wrote that email probably 12 times
1:05:57in different ways.
1:05:59Digging you, teasing you, being tongue in cheek,
1:06:01and finally just said, just the simple, clean way.
1:06:04That's the way to go.
1:06:05[APPLAUSE]
1:06:08So I told this story before the show
1:06:14to one of your colleagues, Bill Evans at Apple.
1:06:18He goes, oh yeah, classic Phil.
1:06:19[LAUGHTER]
1:06:22He goes, that's Phil all the time.
1:06:24So anyway, thank you Phil.
1:06:26A couple more thank yous.
1:06:29I want to thank everybody here at Mezzanine.
1:06:34This place is great.
1:06:35I have had nothing but good things to say about here.
1:06:38The entire staff, everybody from sound, security,
1:06:42the bartenders, everybody let's give it up for them.
1:06:45(audience cheering)
1:06:48I want to thank my friend Caleb Sexton.
1:06:51He's handling audio tonight.
1:06:53and turning this into the audio podcast,
1:06:56making sure we sound good.
1:06:58I wanna thank my sponsors, MailChimp,
1:07:00who sponsored the bar, our friends at,
1:07:02(audience cheering)
1:07:04our friends at Fracture, who sponsored the video.
1:07:09I'm glad nobody yelled anything.
1:07:11Did the video stay up?
1:07:12- No.
1:07:13(audience laughing)
1:07:14- It's hard to do right.
1:07:15- I--
1:07:16(audience laughing and cheering)
1:07:20(audience cheering)
1:07:23We tried.
1:07:28And Microsoft, thank you Microsoft for sponsoring the event.
1:07:32(audience cheering)
1:07:35I also wanna thank Jed Hurt and Jake Schumacher.
1:07:39They're the directors of the documentary app,
1:07:42The Human Story.
1:07:43They're here tonight shooting this
1:07:44just to help with the video feed and everything like that.
1:07:49That should be coming out later this year, early next year.
1:07:52Great movie that they're helping out with the video.
1:07:54And then lastly, I want to thank all of you.
1:07:59(audience cheering)
1:08:00Thank you.
1:08:01You guys are the best audience in the world.
1:08:06You guys get it.
1:08:08I really appreciate it.
1:08:10They say at Mezzanine, they thank me,
1:08:12and they're like, "Your show is the best.
1:08:14"These people are so nice."
1:08:16(audience laughing)
1:08:17So thank you for that.
1:08:20Thank you, Phil.
1:08:22Good night.
1:08:22(audience cheering)
1:08:25(audience cheers)
1:08:28(audience applauding)
1:08:31[ Applause ]
1:08:33[BLANK_AUDIO]