42: The Wrong Guy


00:00:03   this is hypercritical it is a weekly [TS]

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

00:00:09   wrong in the world of Apple and related [TS]

00:00:11   technologies and businesses nothing is [TS]

00:00:12   so perfect cannot be complained about [TS]

00:00:15   bhaijaan siracusa who co-hosts this show [TS]

00:00:19   with me I'm Dan Benjamin today is [TS]

00:00:21   November 11 2011 this is episode number [TS]

00:00:26   42 we would like to thank our sponsors [TS]

00:00:29   reinvigorate net and Raven dot IO and in [TS]

00:00:33   fact a reinvigorate is also sponsoring [TS]

00:00:35   all of our bandwidth this month [TS]

00:00:37   reinvigorate dotnet real-time web stats [TS]

00:00:39   and heat maps tell me more about them as [TS]

00:00:42   the show goes on hi John siracusa I'd [TS]

00:00:47   and Benjamin how are you feeling all [TS]

00:00:50   right you sound good yeah but we're not [TS]

00:00:55   gonna matter game control that's what [TS]

00:00:56   did it [TS]

00:00:57   ah sounds like oh you've been working [TS]

00:00:58   out no no definitely not okay all right [TS]

00:01:04   do you know what today's show is about [TS]

00:01:06   damn Microsoft No uh killing the [TS]

00:01:13   dashboard so it doesn't occupy too many [TS]

00:01:15   resources on your MacBook Air oh no no [TS]

00:01:18   no we're gonna talk about the Steve Jobs [TS]

00:01:21   studiously avoided listening to any of [TS]

00:01:24   your other shows that discuss that it [TS]

00:01:25   didn't lessons Andy a knocko show and he [TS]

00:01:27   discussed it Kay yester whatever Gruber [TS]

00:01:29   show was we started talking about the [TS]

00:01:31   bio I turned that off uh-huh [TS]

00:01:33   I don't think Marco talked about it at [TS]

00:01:34   all but not really avoiding all the [TS]

00:01:36   discussions because I'm assuming you all [TS]

00:01:38   have very similar things to say and it's [TS]

00:01:40   harder to save them and sound fresh if [TS]

00:01:43   you've heard a bunch of other people say [TS]

00:01:44   the same things but you don't have that [TS]

00:01:45   luxury unfortunately I like I like here [TS]

00:01:48   in the book I I Finn it I'm so close to [TS]

00:01:51   finishing it I'm within pages pages of [TS]

00:01:54   being done I would know so don't ruin [TS]

00:01:56   all these a last show where we're going [TS]

00:01:57   to talk about it I figured now surely [TS]

00:01:59   you will have finished it I read it [TS]

00:02:00   enough that I can do you didn't listen [TS]

00:02:02   to the earlier show so you don't know [TS]

00:02:04   but I'm I am but I don't have it on my [TS]

00:02:06   desk right now so I'm not going to be [TS]

00:02:07   reading passages from it so I will rely [TS]

00:02:09   on you to read the passages oh great [TS]

00:02:12   well yeah I'm sure you have a someone [TS]

00:02:14   who can get you your copy of the book I [TS]

00:02:17   don't want to inconvenience anybody you [TS]

00:02:20   want me to go away alright you know what [TS]

00:02:21   you talk in a second and all gonna be on [TS]

00:02:23   your you think that's going to be on [TS]

00:02:24   your gravestone I don't want to [TS]

00:02:25   inconvenience anybody so far away [TS]

00:02:33   alright this is what they call dead air [TS]

00:02:36   Jenna let's talk about something you [TS]

00:02:38   just throw down a marker now we donate [TS]

00:02:40   it for content I've got the book on my [TS]

00:02:42   desk [TS]

00:02:42   alright ready oh but before we do the [TS]

00:02:45   book we will do some follow-up just a [TS]

00:02:46   little bit Fe huh yeah so Chris Moore [TS]

00:02:52   writes in to clarify the pronunciation [TS]

00:02:55   of the of Sony's handheld the gaming [TS]

00:02:58   platform the PSP it's spelled vit a and [TS]

00:03:01   every time apparently I've talked about [TS]

00:03:02   it in the past two or three shows I've [TS]

00:03:04   waffled on how to say it because I don't [TS]

00:03:05   know well here he is someone who lives [TS]

00:03:07   in Japan and he tells me that the [TS]

00:03:09   Japanese name for this thing uses [TS]

00:03:11   phonetic lettering and the pronunciation [TS]

00:03:13   is Vita live in la vita loca yeah kind [TS]

00:03:19   of sounds like Viva that they says that [TS]

00:03:21   Japanese doesn't specify what syllable [TS]

00:03:24   the emphasis is on but it seems like it [TS]

00:03:27   should be vita so there you go store [TS]

00:03:31   that in your your notes for any future [TS]

00:03:33   shows where I don't think any of your [TS]

00:03:35   other hosts know that the PSP Vita [TS]

00:03:37   exists but if it ever does come up now [TS]

00:03:39   you'll know the correct pronunciation so [TS]

00:03:41   what is it something this is kind of [TS]

00:03:43   semi related but what is this new [TS]

00:03:47   Nintendo three [TS]

00:03:49   the 3ds that's not me no what is this [TS]

00:03:52   thing well finally got Mario so it's [TS]

00:03:54   finally on my radar okay that's not how [TS]

00:03:56   long is a 3d a spin-out camera a year [TS]

00:03:58   who cares it didn't have Mario it [TS]

00:04:00   doesn't you know that's like saying oh [TS]

00:04:02   well we got this new car but there's no [TS]

00:04:03   gas for it so I find Rhino with the what [TS]

00:04:06   the D the Nintendo DS is yes so this is [TS]

00:04:09   a in the same line of products but it's [TS]

00:04:14   not that they added 3d to it it's [TS]

00:04:18   there's more to it than that they also [TS]

00:04:19   changed all the chips inside it and it's [TS]

00:04:21   more powerful and so on and so forth or [TS]

00:04:22   the big headline feature is that it has [TS]

00:04:24   3d capability and [TS]

00:04:25   it's that glasses-free 3d where it sends [TS]

00:04:28   like the left eye image sort of shooting [TS]

00:04:30   off the left and the right I am and [TS]

00:04:31   shooting off to the right side a line [TS]

00:04:33   your your head to the center of the [TS]

00:04:36   display to see the 3d effect but you [TS]

00:04:38   don't need glasses you don't need any [TS]

00:04:39   shutter glasses or anything like that to [TS]

00:04:41   get headaches from this thing I don't [TS]

00:04:43   own one I'm not big on handhelds games [TS]

00:04:46   some people say they do get headaches [TS]

00:04:47   from it but the best thing about 3ds is [TS]

00:04:49   that has a little slider next to the [TS]

00:04:50   screen that you can slide up or down and [TS]

00:04:52   sliding it all the way down just makes [TS]

00:04:54   it 2d so if you slide this thing all the [TS]

00:04:56   way down is there a benefit to having [TS]

00:04:57   this over the just the regular one yeah [TS]

00:05:00   it's more powerful bigger screen the [TS]

00:05:02   game's a better looking the chat room [TS]

00:05:04   says March 27 2011 was the US release of [TS]

00:05:07   the 3ds okay it's been having a little [TS]

00:05:09   bit trouble in the market because of [TS]

00:05:10   competition from iOS games and stuff [TS]

00:05:12   like that and they've had to reduce the [TS]

00:05:13   price already and it's a source of much [TS]

00:05:15   consternation in the world of Nintendo [TS]

00:05:17   but some good software is coming out for [TS]

00:05:20   it now as you noted the new Mario game [TS]

00:05:22   everybody loves they did a port of [TS]

00:05:24   Legend of Zelda Ocarina of Time to the [TS]

00:05:27   3ds where they didn't just port it from [TS]

00:05:28   the 10 to 64 they also improved all the [TS]

00:05:30   graphics and added 3d of course so I've [TS]

00:05:34   never been into the handheld gaming [TS]

00:05:36   platforms at all because I'd rather play [TS]

00:05:37   on a big screen and I want a whole [TS]

00:05:38   little thing but kids obviously love it [TS]

00:05:40   do you have one of these or you're [TS]

00:05:42   saying by explanation of what you just [TS]

00:05:44   said that you did not have one I do not [TS]

00:05:46   have one I showed it to my son when it [TS]

00:05:48   was in the store they have a little [TS]

00:05:49   store displays where you can you know [TS]

00:05:50   sit there in front of it and did a [TS]

00:05:52   little slider and he played it for a [TS]

00:05:53   couple seconds but it wasn't so blown [TS]

00:05:55   away that he said oh my god I have to [TS]

00:05:56   have one of those because you know he [TS]

00:05:58   gets to play on the big TV screen so I'm [TS]

00:06:01   not sure how we do the little portable [TS]

00:06:04   things is the the the leaf blowers are [TS]

00:06:11   back yeah they'll be gone in a minute [TS]

00:06:12   all right I think unless I messed up my [TS]

00:06:16   notes this next follow up is from the [TS]

00:06:17   same person Chris Moore or somebody with [TS]

00:06:19   the same name we talked about Windows 8 [TS]

00:06:21   contracts a couple shows ago mm-hmm and [TS]

00:06:23   I was mentioning how uh it was similar [TS]

00:06:26   to Apple's ancient technology that [TS]

00:06:28   nobody remembers called publish and [TS]

00:06:29   subscribe which was similar to oily and [TS]

00:06:31   calm and blah blah but I mentioned that [TS]

00:06:33   the difference in naming were published [TS]

00:06:35   and subscribe is kind of a liberal arts [TS]

00:06:37   type of name about you [TS]

00:06:38   Media publishing and magazines for [TS]

00:06:42   subscriptions or whatever and contracts [TS]

00:06:44   is like a legal thing so it was [TS]

00:06:46   interesting which that which company [TS]

00:06:47   came up with which term well Chris [TS]

00:06:49   points out that another place where our [TS]

00:06:51   contracts could have come from is [TS]

00:06:53   designed by contractor you familiar with [TS]

00:06:55   that concept in programming yes but I [TS]

00:06:58   think it would be ideal if you could [TS]

00:06:59   detail and explain it for the listeners [TS]

00:07:01   I don't know all the other thing I know [TS]

00:07:03   about it is what I read in a notebook [TS]

00:07:05   years and years ago but it's actually [TS]

00:07:06   you you it's a way of formalizing the [TS]

00:07:10   relationship between entities in a [TS]

00:07:12   program where you say what I call this [TS]

00:07:14   function is I have a contract with this [TS]

00:07:15   function in my contract is before I call [TS]

00:07:17   this function XY and Z will be true and [TS]

00:07:18   after I call its connection function P Q [TS]

00:07:21   and X will be true I'm probably mangling [TS]

00:07:23   it but there are some it prescribes its [TS]

00:07:25   software designers should define formal [TS]

00:07:26   precise and verifiable interface [TS]

00:07:28   specifications for software components [TS]

00:07:30   or components as you say which extend [TS]

00:07:32   the ordinary definition of abstract data [TS]

00:07:34   types with preconditions post conditions [TS]

00:07:36   and invariants these specifications are [TS]

00:07:39   referred to as contracts in accordance [TS]

00:07:41   with a conceptual metaphor with the [TS]

00:07:44   conditions and implications of business [TS]

00:07:46   contracts yeah and some some languages [TS]

00:07:49   have sort of built-in support for this [TS]

00:07:52   concept there better support for this [TS]

00:07:53   concept the book I read about it in was [TS]

00:07:55   of course the a Perl book about a [TS]

00:07:57   auditory design and one of the types of [TS]

00:08:00   oh that you can do with Perl is design [TS]

00:08:02   by contract and they showed an [TS]

00:08:03   implementation of it and why you might [TS]

00:08:04   want to do it so it's possible that's [TS]

00:08:07   that but that's where they came I hadn't [TS]

00:08:08   thought of that but I haven't thought [TS]

00:08:09   about design by contract in many years [TS]

00:08:12   and finally one more on Apple and [TS]

00:08:16   television stuff we did a show was the [TS]

00:08:18   last week recently where I rambled on [TS]

00:08:20   for a long time about Apple's prospects [TS]

00:08:23   for TV television sets talking about [TS]

00:08:26   what what Apple needed to make go of it [TS]

00:08:30   in this game I mostly it came down to [TS]

00:08:33   all that they can a girth at have enough [TS]

00:08:34   content to get people over to their [TS]

00:08:37   product are they gonna have a critical [TS]

00:08:39   mass of content could they ever have [TS]

00:08:40   enough content to persuade more or less [TS]

00:08:44   everybody that this is an equivalent or [TS]

00:08:46   better service than their existing cable [TS]

00:08:48   subscription and you know the [TS]

00:08:49   technologies in the input method how are [TS]

00:08:51   we going to control this thing [TS]

00:08:52   just sort of remote what about Siri so [TS]

00:08:54   that's what we discussed in the show and [TS]

00:08:55   one thing I had my notes that just [TS]

00:08:57   didn't get to and someone brought out [TS]

00:08:59   this was Russ newcomer assuming I'm [TS]

00:09:01   pronouncing his name correctly he didn't [TS]

00:09:03   give a pronunciation I don't think the [TS]

00:09:05   thing he brought up is so let's say in [TS]

00:09:08   my fantasy scenario Apple gets in that [TS]

00:09:11   they get all the content like you know [TS]

00:09:13   everything Showtime HBO all the sports [TS]

00:09:15   just you know everything anybody needs [TS]

00:09:16   that that's a non-issue and they figure [TS]

00:09:19   out the interface thing so it's like wow [TS]

00:09:21   you know if you're currently I've cable [TS]

00:09:23   you should get this Apple thing because [TS]

00:09:24   it's great I can watch all my shows it's [TS]

00:09:25   it's it's a deal financially and I love [TS]

00:09:29   this new interface they still face the [TS]

00:09:32   problem of you can't just take everybody [TS]

00:09:35   who currently watches cable television [TS]

00:09:38   and switch them to this new Apple thing [TS]

00:09:40   because we all assume this new Apple [TS]

00:09:43   thing will be sending you television [TS]

00:09:46   programming over the internet like no we [TS]

00:09:48   don't even discuss that on all the shows [TS]

00:09:49   we talked about do you no one is [TS]

00:09:50   discussing well how these programs get [TS]

00:09:52   to the houses we just assume it's the [TS]

00:09:53   internet right well the cable television [TS]

00:09:57   has a huge advantage over television [TS]

00:10:00   stream from the internet and that cable [TS]

00:10:03   television is broadcast they broadcast [TS]

00:10:05   the channels you tuned in to the [TS]

00:10:06   channels that you want it's much more [TS]

00:10:08   efficient than streaming an individual [TS]

00:10:09   thing to each person's house and most [TS]

00:10:12   sort of broadband internet networks are [TS]

00:10:15   massively oversubscribed they assume [TS]

00:10:16   that everybody who subscribes the [TS]

00:10:18   comcast cable or whatever is not pulling [TS]

00:10:21   the maximum bandwidth that they're [TS]

00:10:22   allowed according to their contract at [TS]

00:10:24   the same time they're just not enough [TS]

00:10:26   bandwidth that so Apple's success in [TS]

00:10:28   this area assuming they were just [TS]

00:10:31   fabulously successful and have this [TS]

00:10:32   amazing everybody wanted like an iPad [TS]

00:10:34   like success with it just sells you know [TS]

00:10:36   every people dropping their cable [TS]

00:10:38   subscription left to right and sign up [TS]

00:10:39   for this thing very quickly I think they [TS]

00:10:41   would run into the the issue that we [TS]

00:10:43   just don't have the right infrastructure [TS]

00:10:46   for this to work I mean CBN's and stuff [TS]

00:10:49   like that can really help in terms of [TS]

00:10:50   not sending the bits all the way across [TS]

00:10:51   the country and everything but for [TS]

00:10:54   things like live streaming for example [TS]

00:10:56   some sort of broadcasting seems like it [TS]

00:10:58   has to be necessary or at least some [TS]

00:11:00   sort of agreement with ISPs or that [TS]

00:11:03   there's a technical problem [TS]

00:11:05   King out there in the massive success [TS]

00:11:07   scenario no maybe this is not a problem [TS]

00:11:08   because it's not like they're going to [TS]

00:11:10   overnight get all these subscribers and [TS]

00:11:12   then you know but it this is another [TS]

00:11:15   example of where it seems like they have [TS]

00:11:16   to cooperate with the people they're [TS]

00:11:18   supposedly competing with to ever [TS]

00:11:21   achieve the massive success that I think [TS]

00:11:24   they would want to have you know so if [TS]

00:11:26   it had to work with the ISPs work with [TS]

00:11:28   Verizon and Comcast well you know just [TS]

00:11:31   say let's let's get in this together [TS]

00:11:33   I'll give you cut of the money but we [TS]

00:11:34   got to figure out some way to get all [TS]

00:11:35   this content at these people's houses [TS]

00:11:36   because you know we the nerds watching [TS]

00:11:39   Netflix and stuff like that but most [TS]

00:11:40   people are watching broadcast television [TS]

00:11:42   not over-the-air broadcast but broadcast [TS]

00:11:44   on cable and FiOS and stuff so I thought [TS]

00:11:47   that was a good point to that I forgot [TS]

00:11:48   to get to in that discussion [TS]

00:11:52   all right jobs bio this is the book came [TS]

00:11:58   out a number of weeks ago Steve Jobs is [TS]

00:12:01   titled by Walter Isaacson this is a [TS]

00:12:07   freshly freshly me now did you did you [TS]

00:12:09   read this on a Kindle or did you read [TS]

00:12:12   this did you read this instead on on a [TS]

00:12:16   you know hardcover book we have an [TS]

00:12:19   actual kindle device in the house or the [TS]

00:12:21   Kindle second-gen I've tried to use it a [TS]

00:12:23   few times but I'm a very long time ebook [TS]

00:12:27   reader from the days way before ye Inc [TS]

00:12:29   was available before the Kindle from [TS]

00:12:30   like 2002 I've only been reading ebooks [TS]

00:12:32   and I'm very used to reading on like a [TS]

00:12:35   little originally on a palm device but a [TS]

00:12:37   little handheld LCD screen I usually [TS]

00:12:41   don't get access to the iPad because my [TS]

00:12:42   wife is using it but she does let me use [TS]

00:12:44   her Kindle book she doesn't use that [TS]

00:12:45   much I just can't get into it so I read [TS]

00:12:47   it the same place I read almost [TS]

00:12:48   everything these days which is on an [TS]

00:12:49   iPod touch [TS]

00:12:50   and where I bought it I did buy it [TS]

00:12:52   through the Kindle bookstore so you read [TS]

00:12:54   you read this whole book an iPod touch I [TS]

00:12:58   read this is the thing I tell people who [TS]

00:13:00   couldn't believe that you read [TS]

00:13:01   electronic books in 2002 or 2001 or [TS]

00:13:04   whatever telling people that you read [TS]

00:13:05   books electronically made you seem crazy [TS]

00:13:06   and the thing I always tell them is that [TS]

00:13:09   I read Lord of the Rings on a 160 by 160 [TS]

00:13:13   pixel screen the entire trilogy [TS]

00:13:15   including that plus the Hobbit Hobbit [TS]

00:13:17   plus Lord of the Rings on a [TS]

00:13:18   160 by 160 screen and I read that series [TS]

00:13:21   of books twice why do you think about [TS]

00:13:24   how big 160 160 pixels is do that that [TS]

00:13:27   like a Retina Display icon on [TS]

00:13:29   springboard is probably bigger than you [TS]

00:13:31   must not wear glasses I do wear glasses [TS]

00:13:34   I'm but I'm nearsighted but the thing is [TS]

00:13:36   Lyman obviously that was not ideal but [TS]

00:13:38   the advantages of having all those books [TS]

00:13:41   in that little device or I remember [TS]

00:13:44   dreaming about boy if you know if this [TS]

00:13:45   screen on my palm thing could get a [TS]

00:13:47   little bit bigger than this 160 560 [TS]

00:13:49   square maybe double the res and become [TS]

00:13:50   like you know a portrait to spray [TS]

00:13:53   display proportion man I'd be able to [TS]

00:13:55   see so much text and the iPod Touch is [TS]

00:13:56   basically that amazing device you know [TS]

00:13:58   even just the first gen iPod Touch Wow [TS]

00:13:59   look at all these words and of course [TS]

00:14:01   the iPad is even bigger carrying alien [TS]

00:14:05   chat room a sofa I worked for an early [TS]

00:14:07   book Apple yes I worked for a book was [TS]

00:14:08   originally peanut press that became palm [TS]

00:14:10   digital me when Tom bought them and then [TS]

00:14:12   went through several different name [TS]

00:14:14   changes and ownership changes and sad [TS]

00:14:16   things happened in the end but we were [TS]

00:14:17   at one time the world's biggest ebook [TS]

00:14:19   store literally we were just not very [TS]

00:14:21   big so so yeah I read the book in the [TS]

00:14:26   Kindle version pretty much entirely on [TS]

00:14:28   my ipod touch as usual and you you have [TS]

00:14:32   the paper version I saw in a little [TS]

00:14:34   picture when you're recording with genre [TS]

00:14:35   I do I have a the hardcover version of [TS]

00:14:38   the book reading it as it was intended [TS]

00:14:41   to be read know about that I don't know [TS]

00:14:46   about that either but I do have a the [TS]

00:14:47   print copy because I like that I like [TS]

00:14:51   that I haven't people are upset with me [TS]

00:14:53   because apparently I am id Facebook's [TS]

00:14:56   when I read them but that is the the [TS]

00:14:59   price I must pay to be an electronic [TS]

00:15:03   book saved me from the fate of all the [TS]

00:15:06   people in the chat room is I am I was [TS]

00:15:08   one of those people who did not break [TS]

00:15:11   the bindings on my softcover books [TS]

00:15:13   forget about dog ears or notes in the [TS]

00:15:15   margins right like that I have my books [TS]

00:15:17   were so pristine that you could I first [TS]

00:15:19   of all when I would when I bought [TS]

00:15:21   physical books I would hunt through the [TS]

00:15:24   bookstore to pick up the least damaged [TS]

00:15:25   one because if you look at like you know [TS]

00:15:26   so you can buy the latest in King book [TS]

00:15:28   and they have 8,000 copies in the shelf [TS]

00:15:29   some lovers will already screw it up [TS]

00:15:31   corners are messed up they haven't been [TS]

00:15:32   creased the manufacturing defect someone [TS]

00:15:35   broke the the spine of writing of itself [TS]

00:15:36   cover you know so I will pick the very [TS]

00:15:39   best one and then read it without [TS]

00:15:42   causing any damage to the book at all so [TS]

00:15:45   that it looks the same when I'm done [TS]

00:15:46   with it as I did when I first bought it [TS]

00:15:47   and that's how I that's how I used to be [TS]

00:15:49   - yeah so I went through a long phase of [TS]

00:15:52   that and I have a pretty big collection [TS]

00:15:53   of very very good condition books but [TS]

00:15:57   that electronic book saved me don't [TS]

00:15:59   worry about that anymore really yeah [TS]

00:16:00   amen all right before we get too into [TS]

00:16:03   this let's let's do our first sponsor [TS]

00:16:06   all right [TS]

00:16:07   it's Raven dot IO have you heard about [TS]

00:16:09   this you're using the new browser That's [TS]

00:16:11   So Raven no I'm not I'm not using the R [TS]

00:16:15   and I have heard about the Raven browser [TS]

00:16:16   but I've forgotten what it is so you [TS]

00:16:18   remind me it's a new browser John it [TS]

00:16:20   allows you to install your favorite web [TS]

00:16:22   apps into it okay so it has this really [TS]

00:16:25   cool feature called the smart bar [TS]

00:16:27   gelasio effortlessly switch between [TS]

00:16:29   webpages web apps whatever it is so you [TS]

00:16:32   would add in there ours Technica the fat [TS]

00:16:34   bits now you'd add five by five you do [TS]

00:16:38   instapaper you put the sim code during [TS]

00:16:39   fireball whatever it is and of course [TS]

00:16:41   you could put Basecamp in there too you [TS]

00:16:43   could put all your favorite sites in [TS]

00:16:44   there and then with a single click you [TS]

00:16:46   will be able to switch between them in a [TS]

00:16:48   very very cool intuitive way and has a [TS]

00:16:52   built in web app shop listen this is [TS]

00:16:54   just it's insanely great you just [TS]

00:16:57   everybody should go and try this thing [TS]

00:16:58   it's free it's not like I'm asking you [TS]

00:17:01   to spend money I'm asking you to go try [TS]

00:17:03   out this really cool browser it's a [TS]

00:17:05   really cool new approach that I have not [TS]

00:17:08   seen before that that really really [TS]

00:17:11   works nicely corsets for Mac OS 10 [TS]

00:17:13   of course it's awesome and it's free [TS]

00:17:16   Raven dot IO and of course you can [TS]

00:17:19   follow these guys there raven browser on [TS]

00:17:22   twitter go check it out free my you know [TS]

00:17:26   free go try I tried that it's got [TS]

00:17:28   explicit support for the for the Google [TS]

00:17:30   Apps too doesn't it show actual support [TS]

00:17:31   for Gmail and very special very special [TS]

00:17:34   so you are you now unable to say the [TS]

00:17:37   word bar without saying it like that I [TS]

00:17:39   think so you've done that to yourself I [TS]

00:17:42   have done I've ruined myself again [TS]

00:17:45   sorry builds character so right here we [TS]

00:17:48   get this book so long is the long book [TS]

00:17:50   yeah that's the beautiful thing about it [TS]

00:17:52   ebooks is you don't really know how long [TS]

00:17:54   things are it's a series of Kindle dots [TS]

00:17:55   or whatever so here's my here's my intro [TS]

00:17:59   to the book what I'm gonna try to do is [TS]

00:18:01   I I tried to write up like a summary so [TS]

00:18:03   I don't ramble on for too long and then [TS]

00:18:06   I'm going to go into the individual [TS]

00:18:07   instances and start quoting from the [TS]

00:18:08   book and getting cranky and and picky [TS]

00:18:11   and stuff like that okay but I'll try to [TS]

00:18:13   do the review for so now are you going [TS]

00:18:15   to be able to reference a specific page [TS]

00:18:17   are you going to have to say oh now [TS]

00:18:18   forget it I have no idea what these [TS]

00:18:20   pages are haha but it's in the magical [TS]

00:18:22   world of electronics you could just [TS]

00:18:23   search for it did you have a paper [TS]

00:18:24   version just scan every page with your [TS]

00:18:26   eyes until you find that's why you [TS]

00:18:29   should buy electronic books mm-hmm all [TS]

00:18:31   right so there's a documentary that [TS]

00:18:34   aired on PBS many many years ago called [TS]

00:18:36   triumph of the Nerds it's created by [TS]

00:18:38   Robert Greene Julie who is a now as [TS]

00:18:41   blogger and is written for various tech [TS]

00:18:43   publications over the years and it was [TS]

00:18:46   one of the first attempts to collect [TS]

00:18:49   together sort of all the players in the [TS]

00:18:50   tech industry to talk about the tech [TS]

00:18:52   industry I wish I knew what year was I [TS]

00:18:54   should have had this prepared what year [TS]

00:18:56   was trying for the nerds 1996 95 [TS]

00:18:58   something like that 95 I think and in it [TS]

00:19:04   of course Steve Jobs was interviewed at [TS]

00:19:06   this time he was it at next not yet back [TS]

00:19:08   at Apple but they were talking with him [TS]

00:19:10   about you know the things that happened [TS]

00:19:12   at Apple in the early years or whatever [TS]

00:19:13   and one of the things that happened that [TS]

00:19:15   they were discussing was a John Sculley [TS]

00:19:17   was brought in as the CEO of Apple this [TS]

00:19:19   was back when Steve Jobs was a young kid [TS]

00:19:22   and they didn't think he was equipped to [TS]

00:19:24   run the company it had a series of CEOs [TS]

00:19:26   before John Sculley was brought in and [TS]

00:19:28   the Apple board wanted to find a new CEO [TS]

00:19:31   and Jobs sort of pitched scully on the [TS]

00:19:35   idea the famous phrase of like do you [TS]

00:19:37   want to sell sugar water for the rest of [TS]

00:19:39   your life or do you want to come and [TS]

00:19:40   change the world John Sculley was at [TS]

00:19:42   that time I was a CEO who's up some [TS]

00:19:44   uppity up at Pepsi company so that was [TS]

00:19:48   the sugar water comment right so [TS]

00:19:49   basically he he would Scully to come and [TS]

00:19:52   run Apple format eventually it came to [TS]

00:19:54   pass that there was a conflict and [TS]

00:19:57   within the upper echelon of the [TS]

00:19:59   executives in Apple and it was sort of [TS]

00:20:01   Scully versus jobs and Scully won the [TS]

00:20:03   the Apple Board of Directors back Scully [TS]

00:20:05   and Jobs was booted out of the company [TS]

00:20:08   more or less by taking away all his [TS]

00:20:09   responsibilities and just left right and [TS]

00:20:11   so during the triumph of the Nerds thing [TS]

00:20:14   the interviewer asked ah what what jobs [TS]

00:20:19   in 1996 thought of that that he had been [TS]

00:20:21   out of Apple for many years he'd been [TS]

00:20:22   working on next but it hadn't really [TS]

00:20:24   been a smashing success and here's what [TS]

00:20:26   Jobs had to say about John Skelly and [TS]

00:20:29   this is a great interview by the way [TS]

00:20:31   should if you've never seen charms to [TS]

00:20:32   the Nerds you should go find a [TS]

00:20:34   downloaded watcher that's great job said [TS]

00:20:37   what can I say I hired the wrong guy mmm [TS]

00:20:40   all right and reverse the Skelly so [TS]

00:20:43   reading the Walter Isaacson Steve Jobs [TS]

00:20:46   bio if I had to summarize my take on the [TS]

00:20:51   book I would say what can I say he [TS]

00:20:54   picked the wrong guy to write his bio [TS]

00:20:56   because Walter Isaacson for what did [TS]

00:20:59   whatever his strengths might be was [TS]

00:21:01   absolutely the wrong guy to write the [TS]

00:21:04   official biography of Steve Jobs why and [TS]

00:21:06   well before we get to that like so what [TS]

00:21:10   the thing I can't emphasize this is not [TS]

00:21:13   the thing that is special about this [TS]

00:21:15   book because many many books have been [TS]

00:21:17   written about Steve Jobs and Apple is [TS]

00:21:18   that this is the one book with the one [TS]

00:21:20   guy who had official authorized access [TS]

00:21:23   to Steve Jobs everybody else it was like [TS]

00:21:25   well if you can ever get Steve to talk [TS]

00:21:27   to you or find what he said to magazines [TS]

00:21:29   years ago but you couldn't talk to him [TS]

00:21:32   you couldn't talk to his family he would [TS]

00:21:34   tell his friends not like it's [TS]

00:21:36   notoriously difficult to pin down Steve [TS]

00:21:38   Jobs he doesn't like doing interviews he [TS]

00:21:40   doesn't like talking about his personal [TS]

00:21:41   life at all so this is the one time that [TS]

00:21:45   he says come on I I want you to do a [TS]

00:21:47   book a movie you can ask me anything and [TS]

00:21:49   then the intro to the book I said Steve [TS]

00:21:50   Jobs didn't hold anything back he didn't [TS]

00:21:52   even want to see what was being written [TS]

00:21:53   in the book you can read anything you [TS]

00:21:55   want you have complete access and access [TS]

00:21:56   to me my family everybody he didn't tell [TS]

00:21:59   his friends oh this guy's going around [TS]

00:22:01   writing a book about me but don't tell [TS]

00:22:03   him anything it was just complete access [TS]

00:22:04   and one guy got this that's why it's so [TS]

00:22:08   important to pick the right guys if [TS]

00:22:10   Walter I was going to just [TS]

00:22:11   just written a Steve Jobs bio and not [TS]

00:22:13   been the official loan guy who gets a [TS]

00:22:16   authorize access then you know whatever [TS]

00:22:18   no big deal but now the jobs is gone no [TS]

00:22:22   one else is gonna ever going to have [TS]

00:22:23   this direct access he was the guy and he [TS]

00:22:25   is the wrong guy oh and the reason I say [TS]

00:22:27   he's the wrong guy is that Walter [TS]

00:22:29   Isaacson does not know this industry [TS]

00:22:31   that the you know the industry that [TS]

00:22:34   Steve Jobs grew up in and and defined [TS]

00:22:37   that's that's strike one but strikes two [TS]

00:22:40   and three is that he doesn't know it and [TS]

00:22:42   he didn't bother to learn about it [TS]

00:22:44   that's the most egregious sin if you [TS]

00:22:46   like it's like he didn't feel the [TS]

00:22:48   responsibility of you know I'm the one [TS]

00:22:51   guy with the authorized Steve Jobs [TS]

00:22:52   biography I know nothing about this [TS]

00:22:54   industry at all but boy I better buckle [TS]

00:22:56   down and learn like you know you would [TS]

00:22:58   do if it was like a young hungry kid who [TS]

00:22:59   just came out of like a liberal arts [TS]

00:23:01   degree and he was a writer but knew [TS]

00:23:02   nothing about technology and he but [TS]

00:23:04   understood who Steve Jobs was and why it [TS]

00:23:07   was important why he was important like [TS]

00:23:09   boy but I better learn this stuff I [TS]

00:23:10   better go to library I better read [TS]

00:23:12   everything I can about this industry I [TS]

00:23:13   better learn everything there is to know [TS]

00:23:15   about this industry so I can come into [TS]

00:23:18   this project [TS]

00:23:20   understanding stuff alright now why is [TS]

00:23:22   it bad not to learn by the sub one of [TS]

00:23:23   the things that it was Gentiles gas a [TS]

00:23:27   said in his blog is that some people say [TS]

00:23:30   well this is exactly who you want to [TS]

00:23:31   write a bio by chip we don't want some [TS]

00:23:32   nerdy guy who knows all about [TS]

00:23:33   technologies you want an outsider to [TS]

00:23:35   write it so he can sort of get a good [TS]

00:23:36   perspective and stuff and don't always [TS]

00:23:38   guess I came down at the same time at [TS]

00:23:40   the same place I do it's like no [TS]

00:23:41   actually you do need someone who [TS]

00:23:43   understand this industry because if you [TS]

00:23:45   don't understand the industry how can [TS]

00:23:46   you know what's important right how can [TS]

00:23:49   you know what's important in the life of [TS]

00:23:50   this person and what Walter Isaacson [TS]

00:23:52   came in with this sort of a a generalist [TS]

00:23:54   lay person's knowledge of computers [TS]

00:23:56   right and what he ends up focusing on in [TS]

00:23:57   the bio are sort of human interest [TS]

00:24:01   general interest stuff family friends [TS]

00:24:04   relationship religion money gossip like [TS]

00:24:06   things things that are just common to [TS]

00:24:08   the human experience and he should write [TS]

00:24:10   about those but it's impossible to have [TS]

00:24:13   any real insight to a life like Steve [TS]

00:24:14   Jobs if you just look at the parts that [TS]

00:24:16   are common to all lives right you know [TS]

00:24:19   cuz he wrote BIOS about a Benjamin [TS]

00:24:21   Franklin and Albert Einstein but [TS]

00:24:24   if you can write them all from the [TS]

00:24:25   perspective of those topics that are [TS]

00:24:27   common to everybody you're missing out [TS]

00:24:28   about what it is that so specialness and [TS]

00:24:30   that's especially in well that with but [TS]

00:24:32   Einstein fine he's dead it's not no [TS]

00:24:33   one's interfering with him you could do [TS]

00:24:34   a by a bio like here's Albert Einstein [TS]

00:24:38   written from a lay person's perspective [TS]

00:24:39   I don't want I won't really talk about [TS]

00:24:40   the physics cuz I don't understand them [TS]

00:24:42   and arguably physics is a lot harder to [TS]

00:24:43   understand the tech industry but I'll [TS]

00:24:45   just tell you about his life and his [TS]

00:24:47   work and sort of you know a generals [TS]

00:24:49   perspective but that is the wrong [TS]

00:24:51   approach to take to Steve Jobs um and I [TS]

00:24:54   think the the Boursin is that the most [TS]

00:24:57   exhilarating and interesting things [TS]

00:24:59   about Jobs Life Center on tech industry [TS]

00:25:02   topics uh the things things that aren't [TS]

00:25:06   exciting to you if you don't understand [TS]

00:25:10   why they're interesting or important you [TS]

00:25:12   can't adequately capture those aspects [TS]

00:25:14   of his life so you know if you don't [TS]

00:25:15   understand the technology industry so [TS]

00:25:17   you know and and I Justin doesn't I feel [TS]

00:25:21   that he doesn't capture the exhilaration [TS]

00:25:23   of the what we and the industry know to [TS]

00:25:25   be the important moments of his life [TS]

00:25:27   they're they're given equal weight to [TS]

00:25:28   the significantly less important aspects [TS]

00:25:30   of his career in life just because both [TS]

00:25:33   of them have an equal amount of you know [TS]

00:25:37   interpersonal drama or business [TS]

00:25:39   repercussions because every understands [TS]

00:25:41   dollars and cents everyone understands [TS]

00:25:42   you know love and family relationships [TS]

00:25:44   and those things are important but if [TS]

00:25:46   that's the only criteria for measuring [TS]

00:25:49   the the interest and importance of [TS]

00:25:52   events in someone's life you will mess [TS]

00:25:53   it up especially when that person is [TS]

00:25:54   Steve Jobs now these things that you're [TS]

00:25:58   saying I can agree with but I agree with [TS]

00:25:59   them from the standpoint uh that I'm I'm [TS]

00:26:02   the same as you and that I'm a [TS]

00:26:04   relatively geeky person but don't you [TS]

00:26:08   think that this book was targeted and I [TS]

00:26:10   this is this is the same thing I know [TS]

00:26:11   you have not intentionally not listened [TS]

00:26:13   to the other shows but this is my [TS]

00:26:15   response before which is to say don't [TS]

00:26:17   you feel that based on the audience of [TS]

00:26:21   this book based on the the the intended [TS]

00:26:26   audience of this book based on the [TS]

00:26:28   people who are intended to be reading [TS]

00:26:31   this book yes it includes people like us [TS]

00:26:34   but it is not necessarily people like us [TS]

00:26:38   on the [TS]

00:26:38   Andre it is everybody except us who are [TS]

00:26:41   probably going to be uh wanting to learn [TS]

00:26:44   about this there is I mean it was there [TS]

00:26:46   that much in this book that you didn't [TS]

00:26:48   know I'm sure there were details and [TS]

00:26:49   stories and things you hadn't heard [TS]

00:26:50   about but what was there that much that [TS]

00:26:52   you didn't really know about in this [TS]

00:26:55   book that came as a surprise or was like [TS]

00:26:56   oh my gosh I had no idea or is this [TS]

00:26:59   something that's sort of wrapping up [TS]

00:27:01   things you already knew about proving [TS]

00:27:02   that you're really probably not the [TS]

00:27:04   correct intended audience for this book [TS]

00:27:06   his responsibility to the people who [TS]

00:27:09   don't know this industry as well as we [TS]

00:27:11   do is to teach them about it that's what [TS]

00:27:13   a book is about if you read a book about [TS]

00:27:16   the history of like the American [TS]

00:27:18   Revolution someone who doesn't know [TS]

00:27:19   about the history of the American [TS]

00:27:21   Revolution is supposed to read the book [TS]

00:27:22   and be taught why was this important [TS]

00:27:25   what are the important parts of the [TS]

00:27:26   Revolution you know by the end of it [TS]

00:27:28   that person should have some knowledge [TS]

00:27:30   of the American Revolution and you know [TS]

00:27:32   which parts were were significant you [TS]

00:27:36   had I'm not saying you have to get super [TS]

00:27:37   nerdy but you have to he said it's okay [TS]

00:27:40   that he's a lay person but say he was a [TS]

00:27:41   lay person who did his homework and [TS]

00:27:43   learned about the industry and learned [TS]

00:27:44   about the technology so that he could [TS]

00:27:46   adequate least tell the story of jobs [TS]

00:27:48   his life and he would explain that to [TS]

00:27:50   the lay people to say here's what you [TS]

00:27:52   need to understand about jobs you know [TS]

00:27:54   there's this particular thing this is [TS]

00:27:55   why this this particular change was [TS]

00:27:56   important or this is why this decision [TS]

00:27:59   or this technology or anything was [TS]

00:28:00   important in the context you know you [TS]

00:28:02   have to teach the people about the book [TS]

00:28:03   you don't you don't write it for nerds [TS]

00:28:05   as if they're you're assuming they have [TS]

00:28:06   this baseline knowledge you don't have [TS]

00:28:07   to explain stuff you do have to explain [TS]

00:28:09   thing I'm not it's not like I'm [TS]

00:28:10   complaining that he explains stuff that [TS]

00:28:12   I already knew or background that [TS]

00:28:14   already knew in fact I think you should [TS]

00:28:15   have done more of that he his job is to [TS]

00:28:17   and again this is so so much so much [TS]

00:28:20   more important because he's the one [TS]

00:28:21   official guy who got the taken if you [TS]

00:28:23   want to write the sort of boring human [TS]

00:28:26   interest [TS]

00:28:27   People magazine bio of his life fine but [TS]

00:28:29   if you're the guy's got official access [TS]

00:28:30   your job should be to write the best bio [TS]

00:28:35   that you can pop that those are my [TS]

00:28:36   expectations this is this has got to be [TS]

00:28:37   the best bio of Steve Jobs or a book [TS]

00:28:40   about this any topics he's the one guy [TS]

00:28:42   who gets access and I think that being [TS]

00:28:46   rich is not it's not a question of being [TS]

00:28:48   targeted towards people like us it and [TS]

00:28:50   you know it's a question [TS]

00:28:52   of doing justice to the subject matter [TS]

00:28:54   you it you can't like the author didn't [TS]

00:28:59   understand what was important and [TS]

00:29:00   neither did the people who read this we [TS]

00:29:02   understand what was important because [TS]

00:29:03   we're there and we're the Nerds right [TS]

00:29:04   and that's that's not a successful book [TS]

00:29:06   you should be explaining to the people [TS]

00:29:08   who don't know why all this stuff is [TS]

00:29:10   important uh so I'm gonna do a and so [TS]

00:29:16   the first part of the book you're asking [TS]

00:29:17   about is like did you did you see [TS]

00:29:18   anything you didn't know before right uh [TS]

00:29:20   I unlike almost everybody who reads this [TS]

00:29:23   book of course I had read many many many [TS]

00:29:25   many books about Apple Steve Jobs the [TS]

00:29:29   early years of the personal computer [TS]

00:29:31   industry I've seen things in television [TS]

00:29:32   I read websites you know massive amount [TS]

00:29:35   of background and the beginning of the [TS]

00:29:37   book obviously or maybe not obviously [TS]

00:29:40   but didn't have much new information [TS]

00:29:42   everything you saw in the first part of [TS]

00:29:44   the book were things that I had read [TS]

00:29:46   when does this change what chapter if [TS]

00:29:48   did you even see chapters on your Kindle [TS]

00:29:51   but do you do you know what about what [TS]

00:29:52   percentage did chapters on my Kindle [TS]

00:29:53   yeah as so well let me first finish [TS]

00:29:56   complaining about the verse I was [TS]

00:29:57   looking to tell you where the turning [TS]

00:29:58   point was okay uh so in these sections [TS]

00:30:01   like not only have I read these things [TS]

00:30:03   before I know exactly what sources he [TS]

00:30:05   was pulling them from right it's like oh [TS]

00:30:07   that one's pulled from folklore data [TS]

00:30:08   that was from Mike evangelist blog when [TS]

00:30:11   he wrote about cuz I remember reading [TS]

00:30:12   that blog post four years ago or this [TS]

00:30:14   was from a second coming of Steve Jobs [TS]

00:30:16   this is from you know I used to beaten [TS]

00:30:18   you know I the number of books ever on [TS]

00:30:20   this topic is unbelievable he does have [TS]

00:30:22   a massive bibliography in the back ah [TS]

00:30:24   that's kind of expected because it's [TS]

00:30:27   harder to go back and interview people [TS]

00:30:30   from the 70s of it like memories fade [TS]

00:30:32   people might be dead you know it's hard [TS]

00:30:34   to get a more definitive take on [TS]

00:30:37   something that longtime well I will add [TS]

00:30:39   though that the very best history and [TS]

00:30:42   buyer if you offers do just that [TS]

00:30:43   they go they you know say they're [TS]

00:30:45   writing a book about something from the [TS]

00:30:47   50s or whatever if is anybody's still [TS]

00:30:48   alive like they do the research they end [TS]

00:30:50   up writing a book in 2000 and whatever [TS]

00:30:52   about the 50s it has more detail in life [TS]

00:30:54   than the books that are written in the [TS]

00:30:55   50s but I admit that as kind of a high [TS]

00:30:58   bar but the thing that killed me about [TS]

00:31:00   all the stuff I'm reading is that oh [TS]

00:31:01   yeah I see where I remember where he [TS]

00:31:03   pulled that from and [TS]

00:31:05   he badly summarized it he didn't pick up [TS]

00:31:07   on what was important about the story he [TS]

00:31:09   just related sort of the broad strokes [TS]

00:31:11   of the story maybe in a way that is [TS]

00:31:13   subtly misleading but in a way that adds [TS]

00:31:15   no new insight it reminded me of like [TS]

00:31:18   when I'm in a school a grade school kid [TS]

00:31:21   does a book report the book report on [TS]

00:31:23   some Hemingway book is not going to be [TS]

00:31:25   as good as the Hemingway book itself [TS]

00:31:26   obviously because it has to be [TS]

00:31:28   summarized but I would say don't read [TS]

00:31:32   the first half of this book just read [TS]

00:31:34   all the source material if you want to [TS]

00:31:35   actually know about the stuff because he [TS]

00:31:36   takes a source material and lessons it [TS]

00:31:38   and makes it makes it worth less than it [TS]

00:31:41   is in the original context and not just [TS]

00:31:42   through leaving details out but through [TS]

00:31:45   what he decides to focus on which is not [TS]

00:31:48   what's important or interesting about [TS]

00:31:50   those stories so I didn't didn't like [TS]

00:31:52   the first part of the book but I knew I [TS]

00:31:54   kept reading because I knew there had to [TS]

00:31:55   be a turning point coming because all [TS]

00:31:57   the books I read personally on topic of [TS]

00:32:00   Apple Steve Jobs stopped around the time [TS]

00:32:02   of the iMac and usually like around the [TS]

00:32:05   time of Steve Jobs is returned because [TS]

00:32:07   that's kind of when he seriously shut [TS]

00:32:09   off the valve on talking to the press [TS]

00:32:12   right when he returned to Apple the [TS]

00:32:13   secrecy door came down hard getting [TS]

00:32:17   interviews with him was not easy unless [TS]

00:32:18   he was promoting a product he would be [TS]

00:32:20   very sort of careful in those interviews [TS]

00:32:22   and just talk on talking points and you [TS]

00:32:24   know that's kind of where the history [TS]

00:32:26   went off and I've heard all right at the [TS]

00:32:28   very least once we get around the time [TS]

00:32:31   of the iMac I'm gonna see some new [TS]

00:32:33   information because all the books and [TS]

00:32:35   all the articles and everything that [TS]

00:32:36   I've read it doesn't give a lot of [TS]

00:32:38   detail about that we don't you know I [TS]

00:32:39   wanted to learn what's going on inside [TS]

00:32:40   Apple that I didn't know about and so [TS]

00:32:42   true to form around the time of the iMac [TS]

00:32:45   and around the time of the return to [TS]

00:32:48   Apple there was no there was new [TS]

00:32:51   information and this new information was [TS]

00:32:53   just as sort of glossed over and not not [TS]

00:32:57   filled with enough detail as the [TS]

00:32:59   previous information but the only [TS]

00:33:00   difference was I didn't have a better [TS]

00:33:02   incarnation of this information with [TS]

00:33:03   which to compare so something is better [TS]

00:33:04   than nothing new information has come to [TS]

00:33:06   light if the where was the turning what [TS]

00:33:09   was the treated when they would be [TS]

00:33:10   infuriating to me but yeah where was a [TS]

00:33:12   turning point what chapter oh I don't [TS]

00:33:15   remember the chaplain you just said you [TS]

00:33:16   would tell me and now you don't [TS]

00:33:18   I told you the turning point is around [TS]

00:33:19   the time of the iMac the chronology is a [TS]

00:33:22   little bit weird because as the book as [TS]

00:33:23   the book goes on it kind of jumps around [TS]

00:33:27   chronologically but into like it changes [TS]

00:33:31   from strictly chronological to subject [TS]

00:33:33   matter right like like chapter 27 is the [TS]

00:33:38   chapter on the iMac but prior to that [TS]

00:33:42   they go into like talking about design [TS]

00:33:44   principles they talk about different [TS]

00:33:46   they talk about and like what was going [TS]

00:33:52   on at Pixar and I've I mean did you were [TS]

00:33:54   those things that you knew about did you [TS]

00:33:56   already know about the Pixar story in [TS]

00:33:58   Telstar was not nothing new there but [TS]

00:34:00   nothing everything they had in Pixar [TS]

00:34:02   again I had seen more detailed better [TS]

00:34:04   accounts of with better interviews and [TS]

00:34:06   better sourcing and more insight [TS]

00:34:08   elsewhere but yeah but they wanted to [TS]

00:34:10   put Pixar like in one chapter right and [TS]

00:34:12   the same thing like he had dedicated [TS]

00:34:13   cancer chapters but of course they did [TS]

00:34:15   cancer chat birds overlap with the [TS]

00:34:16   chapter about the iMac which overlaps to [TS]

00:34:18   the chapter but you know messing with [TS]

00:34:20   the chronology is fine you can pull that [TS]

00:34:21   off that's not my complaint so that's [TS]

00:34:23   but that is why it's hard to pin down [TS]

00:34:24   like at what chapter should you start [TS]

00:34:26   reading and if anyone wants a suggestion [TS]

00:34:29   for what I think is the best book about [TS]

00:34:31   early Apple it's not about Steve Jobs [TS]

00:34:32   strictly but about early Apple it's [TS]

00:34:34   infinite loop by Michael Malone that is [TS]

00:34:37   isn't perhaps you would get a better [TS]

00:34:40   impression by reading all the 900 books [TS]

00:34:42   that I've read on the topic but if you [TS]

00:34:43   just have to read one about early Apple [TS]

00:34:45   or read infinite loop it's very [TS]

00:34:47   comprehensive by an excellent author who [TS]

00:34:49   took the time to learn about this stuff [TS]

00:34:50   it is in the show notes all right [TS]

00:34:54   actually I don't know what this is [TS]

00:34:57   um can you buy is this book still in [TS]

00:35:00   print infinite loop I don't know sitting [TS]

00:35:03   on my shelf is back when I still bought [TS]

00:35:04   paper it says it says buy used fulfilled [TS]

00:35:11   by Amazon but buy used it's worth it's [TS]

00:35:14   worth getting used if you want you know [TS]

00:35:17   or else just read every single book my [TS]

00:35:18   topic I mean can you find easy to even [TS]

00:35:20   still the second coming a Steve Jobs is [TS]

00:35:21   another printing Apple confidential has [TS]

00:35:23   a more recent printing I think I'm just [TS]

00:35:26   looking over my bookshelf to read off [TS]

00:35:28   these titles that I see poking out of me [TS]

00:35:29   Apple confid [TS]

00:35:31   oh yeah insanely great you want Apple [TS]

00:35:34   confidential apricot Apple confidential [TS]

00:35:36   2.0 the defend I was saying something [TS]

00:35:38   some books have gotten revs like the [TS]

00:35:39   second coming Steve Jobs got revisions [TS]

00:35:41   Apple confidential got got a revision [TS]

00:35:43   because they add more new info and stuff [TS]

00:35:45   infinite loop I don't think that been [TS]

00:35:46   implemented loop is a much better [TS]

00:35:48   written much more confident much more [TS]

00:35:50   interesting book about the things in the [TS]

00:35:52   early chaplet chapters of this book so [TS]

00:35:55   now if you'll permit me to indulge I [TS]

00:35:59   will now start digging into the [TS]

00:36:00   individual things that infuriated me [TS]

00:36:02   going through my long list of packages [TS]

00:36:04   and passages and strangeness from this [TS]

00:36:07   book this is what we've been waiting for [TS]

00:36:09   maybe not see how exhausted you get when [TS]

00:36:12   we get into the Nile and I'm just just [TS]

00:36:14   waking up alright so I've got these cut [TS]

00:36:16   up into categories the first one of [TS]

00:36:18   course you - yeah the first one is [TS]

00:36:20   technical cluelessness right uh this is [TS]

00:36:23   something I know Morgan I wanted to that [TS]

00:36:25   first section to give my overall [TS]

00:36:28   impression of the book and why I think [TS]

00:36:29   it's not a good book before I get into [TS]

00:36:31   this part because people turn into the [TS]

00:36:33   show now they're gonna be like oh well [TS]

00:36:34   you're just pickin to these technical [TS]

00:36:35   things that aren't really important [TS]

00:36:36   that's that's no reason not to like this [TS]

00:36:39   book all the reasons I previously stated [TS]

00:36:40   are the reasons I think this is not a [TS]

00:36:42   good book these are on top of all that [TS]

00:36:44   just the little daggers in the side of [TS]

00:36:46   the nerds reading it obviously these [TS]

00:36:47   things will not bother lay people [TS]

00:36:49   reading it but I think the author has [TS]

00:36:51   has shirked his responsibility to lay [TS]

00:36:54   people by not by not educating them and [TS]

00:36:56   emphasizing the correct things in the [TS]

00:36:57   life of Steve Jobs all right so this is [TS]

00:37:00   just cooking stuff this is a cyber [TS]

00:37:01   critical after all so as I'm reading [TS]

00:37:04   this book you know this is where I [TS]

00:37:07   started to pick up on technical [TS]

00:37:10   inaccuracies and I were just [TS]

00:37:11   highlighting them right and these are [TS]

00:37:14   more or less in chronological order [TS]

00:37:15   because I just went through down through [TS]

00:37:16   my highlights great at one point he says [TS]

00:37:18   that uh Apple improved on Xerox PARC [TS]

00:37:21   technology by adding menus that pull [TS]

00:37:23   down from a bar atop each window and now [TS]

00:37:27   I read that I'm like has this person [TS]

00:37:28   ever used the Macintosh a menu bar on [TS]

00:37:31   top of each window there is an operating [TS]

00:37:33   system that's like that but but it's not [TS]

00:37:35   Apple's operating sit like I'm not like [TS]

00:37:38   that is that a picky you in detail like [TS]

00:37:39   you're you're picking nits you don't [TS]

00:37:42   need that that's not that's not a little [TS]

00:37:44   thing [TS]

00:37:45   if anyone's ever used the Macintosh [TS]

00:37:46   before he knows one menu bar at the top [TS]

00:37:48   of the screen is not one in each window [TS]

00:37:49   and they're talking about round wrecks [TS]

00:37:52   the story pulls from folklore org and [TS]

00:37:54   for revolution in the very the valley of [TS]

00:37:56   the book by Andy Hertzfeld it says this [TS]

00:37:59   is quote the dialog boxes and windows on [TS]

00:38:01   the Lisa and Mac and almost every other [TS]

00:38:02   subsequent computer ended up being [TS]

00:38:04   rendered with rounded corners I would [TS]

00:38:06   like you now to pull up a dialog box on [TS]

00:38:08   your Lisa Macintosh or any other [TS]

00:38:10   subsequent computer and tell me if the [TS]

00:38:11   dialog box has rounded corners actually [TS]

00:38:14   in Lion [TS]

00:38:15   they started around some but in many [TS]

00:38:18   previous of iterations of Macintosh [TS]

00:38:19   operating system in fact almost all [TS]

00:38:21   previous iterations of the Mac operating [TS]

00:38:22   system dialog boxes did not have rounded [TS]

00:38:24   corners I'm looking at one now I just [TS]

00:38:26   looked at the open dialog box in this [TS]

00:38:28   application the corners of it are not [TS]

00:38:29   rounded because I'm in Snow Leopard the [TS]

00:38:31   upper right and left corners are rounded [TS]

00:38:33   but they weren't rounded in classic Mac [TS]

00:38:35   OS that's just like take two seconds to [TS]

00:38:38   open a dialog box in the computer that [TS]

00:38:41   you're writing this on Walter Isaacson [TS]

00:38:42   and look at the corners and before [TS]

00:38:44   making a sweeping statement about Lisa [TS]

00:38:46   Mac and every other subsequent computer [TS]

00:38:48   almost every other substituting computer [TS]

00:38:50   I have a Mac emulator that has like a [TS]

00:38:52   Mac 128 emulation you can pull up with a [TS]

00:38:54   dialog box in that not rounded Lisa I'm [TS]

00:38:56   not sure about but it just its sloppy at [TS]

00:38:59   one point they talked about giving an [TS]

00:39:01   original Mac to Andy Warhol or letting [TS]

00:39:03   him use one and Andy Warhol says I drew [TS]

00:39:05   a circle Warhol exclaimed proudly after [TS]

00:39:09   using quick-draw technically yeah this [TS]

00:39:12   is an instance where it nerd said [TS]

00:39:13   technically you probably did use [TS]

00:39:14   quick-draw Andy Warhol but it you know [TS]

00:39:18   it's not Warhol saying he use cooker the [TS]

00:39:20   author is saying that Warhol exclaimed [TS]

00:39:22   this after using quick-draw he was [TS]

00:39:24   probably using a Mac Paint not [TS]

00:39:25   quick-draw not understanding what the [TS]

00:39:27   difference doing quick-draw resin [TS]

00:39:28   McBaine you know uh Gates complaining [TS]

00:39:32   about next Hardware saying the next [TS]

00:39:34   hardware is crap the optical disc has [TS]

00:39:36   too low latency oh yeah is that what he [TS]

00:39:38   said he said he was worried that the [TS]

00:39:39   latency was too low on the optical disk [TS]

00:39:41   I have a feeling and this is the worst [TS]

00:39:43   this is what kills me right that's in [TS]

00:39:45   quotes this machine is crap , he said [TS]

00:39:49   right so that part was in quote open [TS]

00:39:50   quotes again the optical disk has too [TS]

00:39:52   low latency he did not say that [TS]

00:39:55   Bill Gates that I mean [TS]

00:39:58   now it's a net-net once you see that [TS]

00:40:00   you're like oh damn do I have to be [TS]

00:40:02   suspicious of every single direct quote [TS]

00:40:04   in this book like did he not record it [TS]

00:40:06   on a little portable tape recorder [TS]

00:40:07   machine and he's just kind of [TS]

00:40:09   remembering what people said or he wrote [TS]

00:40:11   down his notes with like a pencil or [TS]

00:40:12   something when someone was talking so [TS]

00:40:18   here's a case where he tends to just say [TS]

00:40:22   things matter-of-factly [TS]

00:40:23   without explaining his terms at all but [TS]

00:40:24   then at some point during next he's like [TS]

00:40:29   here's a Walter Isaacson narrating what [TS]

00:40:31   he was saying was that the real release [TS]

00:40:32   of the machine that software common [TS]

00:40:34   known as the 1.0 release comma would not [TS]

00:40:36   be happening in early 1989 [TS]

00:40:38   first of all releases of machines are [TS]

00:40:40   not really termed at 1.0 but he took the [TS]

00:40:43   time to try to explain what a 1.0 [TS]

00:40:45   releases of all the things he's going to [TS]

00:40:47   explain in this book it explains so [TS]

00:40:49   little but then every once in a while [TS]

00:40:51   he'll feel like oh I better explain this [TS]

00:40:53   term is this technical term but it's not [TS]

00:40:54   really a technical term maybe he was [TS]

00:40:56   just confused by it or and he gets it [TS]

00:40:58   wrong slightly Dicky okay here's a real [TS]

00:41:02   that's a real burner the whole section [TS]

00:41:04   about Mac os10 first of all he has no [TS]

00:41:07   idea why Mac os10 was significant and [TS]

00:41:09   almost talks about it almost almost not [TS]

00:41:11   at all and he does talk about it he [TS]

00:41:13   gives the impression that Apple bought [TS]

00:41:16   next but then didn't use its operating [TS]

00:41:17   system so here's a quote ah here's and [TS]

00:41:20   he's trying to paraphrase what Gates [TS]

00:41:22   says says the purchase of next gates [TS]

00:41:24   argued did not really give Apple a new [TS]

00:41:26   operating system here's a direct quote [TS]

00:41:27   from gates Amelio paid a lot for next [TS]

00:41:30   and let's be frank the next OS was never [TS]

00:41:32   really used maybe gates did say that he [TS]

00:41:35   might have been referring to Rhapsody [TS]

00:41:37   which didn't ship where they were gonna [TS]

00:41:38   say everyone rewrite your things use [TS]

00:41:39   nextstep api's all right and Alexson [TS]

00:41:42   continues as an irony again instead the [TS]

00:41:44   purchase ended up bringing avi to Manian [TS]

00:41:46   who could help the existing Apple [TS]

00:41:48   operating system evolved so that it [TS]

00:41:49   eventually incorporated the kernel of [TS]

00:41:51   the next technology that is such a [TS]

00:41:52   technically muddled sentence as the you [TS]

00:41:55   know the impression that you might get [TS]

00:41:58   is the involve the Apple operating [TS]

00:42:00   system rather than using the one they [TS]

00:42:02   got from next one the reality is pretty [TS]

00:42:04   much the exact opposite they use the [TS]

00:42:07   next operating system and I'll by the [TS]

00:42:08   way put in the blue box crap and [TS]

00:42:10   you know and and that it's in the [TS]

00:42:11   simulator like but if if you can't get [TS]

00:42:15   right the basic fact that Apple bought [TS]

00:42:18   next and basically that became the new [TS]

00:42:19   operating system you know he at all cuz [TS]

00:42:21   he doesn't understand technology he [TS]

00:42:23   didn't understand why they did an [TS]

00:42:24   operating system why I was important why [TS]

00:42:25   this move laid the foundation for [TS]

00:42:27   everything that would come after [TS]

00:42:28   including iOS and all the other stuff he [TS]

00:42:31   has no idea about that stuff [TS]

00:42:32   and just it just goes by in a second [TS]

00:42:34   after giving some a bunch of half-truths [TS]

00:42:36   about it right and then it just doesn't [TS]

00:42:40   burns me he will make the same point [TS]

00:42:42   over and over again sometimes the same [TS]

00:42:43   wrong point so much later in the book he [TS]

00:42:45   says he it's like a copy and paste he [TS]

00:42:47   just rephrase it [TS]

00:42:48   some critics including Bill Gates noted [TS]

00:42:49   that Apple ended up not adopting the [TS]

00:42:51   entire next operating system technically [TS]

00:42:53   vaguely true I guess kind of all right [TS]

00:42:56   and he says there's some truth to that [TS]

00:42:58   because Apple decided not to leap into a [TS]

00:43:01   completely new system but instead [TS]

00:43:02   instead of all the existing one again [TS]

00:43:04   you can see where he's getting that from [TS]

00:43:05   someone explained to him Rhapsody and [TS]

00:43:07   why they had to go with Mac OS 10 [TS]

00:43:08   instead but he took the wrong lesson [TS]

00:43:10   from this he didn't understand the [TS]

00:43:11   details and it continues not to [TS]

00:43:12   understand the significance of [TS]

00:43:14   abandoning classic Mac OS and going with [TS]

00:43:16   this new operating system and how is the [TS]

00:43:17   only thing that gave them any way to [TS]

00:43:19   move into the future with any of their [TS]

00:43:20   products here's more technical clueless [TS]

00:43:29   on display talking about Bill Gates on [TS]

00:43:31   the big screen and Mac world I think it [TS]

00:43:32   was 1997 Isaacson narrating you had [TS]

00:43:36   expected and hoped that an athletic [TS]

00:43:38   woman would suddenly come running down [TS]

00:43:39   the aisle and vaporize the screenshot [TS]

00:43:41   with the well thrown through hammer the [TS]

00:43:44   screenshot Bill Gates live on video is a [TS]

00:43:46   screenshot actually no uh talking about [TS]

00:43:52   the numeric read says the new Macintosh [TS]

00:43:54   operating system comma capital o capital [TS]

00:43:57   S capital X yeah no space no spaces all [TS]

00:44:01   right and then then he says which used [TS]

00:44:04   some of the software that Apple had [TS]

00:44:06   bought from next three years I did use [TS]

00:44:08   some of the software you think did it [TS]

00:44:10   use some maybe like anything software is [TS]

00:44:12   like is like flour and sugar like you [TS]

00:44:14   and the next stuff and some of the [TS]

00:44:16   dynamics together and he has no [TS]

00:44:18   understanding of what's going on [TS]

00:44:21   starting a 1999 Apple [TS]

00:44:23   to produce application software from a [TS]

00:44:25   Mac but the focus on people at the [TS]

00:44:27   intersection of art and technology these [TS]

00:44:28   included and it gives a big list and one [TS]

00:44:30   of the ones on the list is iPhoto to [TS]

00:44:32   compete with Adobe Photoshop perhaps not [TS]

00:44:35   maybe perhaps if you have ever launched [TS]

00:44:38   iPhoto and blur shop you might be able [TS]

00:44:40   to detect the difference in these two [TS]

00:44:41   applications and like you think where [TS]

00:44:45   does that come from right I remember [TS]

00:44:47   before I thought it came out there were [TS]

00:44:48   rumors of Apple making a Photoshop [TS]

00:44:50   competitor and the thing that they were [TS]

00:44:51   talking about was iPhoto but once you [TS]

00:44:53   see the reality of the program apples [TS]

00:44:55   not creating iPhoto to compete with [TS]

00:44:57   Photoshop what planet do you on Apple [TS]

00:45:02   had been an early partner with arm and [TS]

00:45:03   chips using this architecture where in [TS]

00:45:05   the original iPhone this is an example [TS]

00:45:07   of a hundred percent true sentence which [TS]

00:45:09   nevertheless completely misses what's [TS]

00:45:11   important about arm or any of the [TS]

00:45:12   history right Apple was an early partner [TS]

00:45:14   with arm and the chips using that [TS]

00:45:17   architecture were in the original iPhone [TS]

00:45:18   as a matter of fact Apple more or less [TS]

00:45:20   co-founded arm in 1990 and was a huge [TS]

00:45:23   investor in the company and the Newton [TS]

00:45:25   used arm CPUs and eventually Apple [TS]

00:45:27   divested from arm that's what you should [TS]

00:45:29   talk about it's like why did Apple think [TS]

00:45:31   it should invest an arm you know I was [TS]

00:45:32   the Newton initiative why the thing in [TS]

00:45:33   Newton was important I'll handheld [TS]

00:45:34   mobile computing instead of desktop [TS]

00:45:36   computing like it was the first run at [TS]

00:45:37   trying to do what they did with iOS but [TS]

00:45:39   then the Apple eventually divested all [TS]

00:45:41   its arm shares and abandoned it and you [TS]

00:45:43   can say the same thing about Intel which [TS]

00:45:44   also was an investor and I believe an [TS]

00:45:47   investor an arm and sort of got out of [TS]

00:45:49   that I think that the X scale business [TS]

00:45:50   was with the arm thing it would anyway [TS]

00:45:52   this whole movement of the PC makers [TS]

00:45:55   trying to make a run at the portable [TS]

00:45:57   space a lot a lot of it involving arm [TS]

00:46:00   and similar companies and then deciding [TS]

00:46:01   on oh we should really get at Intel [TS]

00:46:04   deciding we're just going to go with you [TS]

00:46:05   know the atom processors and continue to [TS]

00:46:08   evolve x86 and all Itanium thing and [TS]

00:46:10   Apple saying then Newton things not [TS]

00:46:12   working out and Steve Jobs killed it and [TS]

00:46:13   we're not in that portable stage right [TS]

00:46:14   and then they came back around they're [TS]

00:46:16   like alright now we're back you know hey [TS]

00:46:17   I know we sold alarm shares years ago at [TS]

00:46:19   a pretty big profit I know we were an [TS]

00:46:21   investor an arm and the co-founder of [TS]

00:46:22   the company and everything but we we got [TS]

00:46:24   rid of that but now but now we're back [TS]

00:46:25   like that arc of the PC maker trying to [TS]

00:46:29   go mobile and say now forget it and [TS]

00:46:30   coming back around that's the story to [TS]

00:46:32   talk about here instead of one set one [TS]

00:46:33   technically correct but completely non [TS]

00:46:36   insightful set [TS]

00:46:37   about Apple and arm and you know that [TS]

00:46:40   whole thing just is not touched on or [TS]

00:46:42   discussed at all this I don't even know [TS]

00:46:45   this is technically correct but at this [TS]

00:46:46   point in the book I was so angry that I [TS]

00:46:48   was like that was willing to you know [TS]

00:46:51   entertain the notion that this could be [TS]

00:46:53   the case at one point he writes Apple [TS]

00:46:57   computers plural right hey Apple corpse [TS]

00:47:00   I'm pretty sure he just got the name of [TS]

00:47:02   the company wrong Apple computers I'm [TS]

00:47:05   pretty sure the Apple Computer or Apple [TS]

00:47:07   Inc was never called Apple computers I [TS]

00:47:10   tried to look it up I couldn't find an [TS]

00:47:11   instance of Apple computers being an [TS]

00:47:13   official name of the company if it was I [TS]

00:47:14   apologize this is one place I'm not [TS]

00:47:15   calling I know but the fact that I'm [TS]

00:47:16   willing to entertain the idea that the [TS]

00:47:19   guy writing the official Steve Jobs bio [TS]

00:47:21   does not know the name of the company [TS]

00:47:22   that Steve Jobs co-founded I neither do [TS]

00:47:25   his editors apparently and here's the [TS]

00:47:30   place bro Walter tries to demonstrate is [TS]

00:47:33   amazing technical knowledge a saying [TS]

00:47:36   that Apple secretly began planning to [TS]

00:47:39   add a Steve Jobs secretly began planning [TS]

00:47:41   to move Apple off of the motor-oil IBM [TS]

00:47:43   PowerPC chip and to adopt instead [TS]

00:47:45   Intel's this would not be a simple task [TS]

00:47:47   it was akin to writing a new operating [TS]

00:47:49   system is it is that what it's like is [TS]

00:47:53   that is it is it very similar to writing [TS]

00:47:55   a new operating system moving your [TS]

00:47:57   platform for one CPU to another I guess [TS]

00:47:59   he wanted to show off his technical [TS]

00:48:01   chops I said look at me I know about [TS]

00:48:03   stuff I said how about similar not [TS]

00:48:05   really it's similar it both are [TS]

00:48:07   difficult tasks I will give him that is [TS]

00:48:09   that great writing you found another [TS]

00:48:10   thing that's difficult it is akin to [TS]

00:48:12   pushing a large rock up a hill also [TS]

00:48:14   difficult of John Rubinstein he says he [TS]

00:48:19   eventually went to work for palm did he [TS]

00:48:20   was he like a janitor for them he just [TS]

00:48:22   went to work for Tom maybe you know [TS]

00:48:24   helping out in the technology department [TS]

00:48:25   or something it wasn't like their CEO or [TS]

00:48:28   anything on him so that's the that's the [TS]

00:48:32   technical net picking now here's the [TS]

00:48:35   editorializing editorializing was weird [TS]

00:48:36   because this is what you were talking to [TS]

00:48:38   me about a lot over the last two weeks [TS]

00:48:39   or so I'm starting to read the book and [TS]

00:48:42   I'm like so how's it was this guy gonna [TS]

00:48:43   be like is he gonna simply tell the [TS]

00:48:46   events that happened and not sort of [TS]

00:48:48   insert his own opinion on them is he [TS]

00:48:51   going to sort of you know I what is it [TS]

00:48:55   going to be his editorial voice him [TS]

00:48:57   himself you know obviously you have [TS]

00:48:59   voiced by who you choose to quote what [TS]

00:49:01   you choose to emphasize and these are [TS]

00:49:03   the jobs of any biographer right but [TS]

00:49:07   there is a question of whether the [TS]

00:49:08   author himself is going to shove his own [TS]

00:49:09   opinion and a quickly became clear to me [TS]

00:49:12   but I didn't want this guy to put his [TS]

00:49:14   opinion in because I thought his opinion [TS]

00:49:16   was worthless because he knew nothing [TS]

00:49:17   all right I'd rather have him carefully [TS]

00:49:20   choose the opinions of others and laid [TS]

00:49:22   them out against each other which he did [TS]

00:49:23   poor job also but occasionally he throw [TS]

00:49:25   in these things [TS]

00:49:26   alright so here is a quoting Steve Jobs [TS]

00:49:30   talking talked about Bill Gates bill is [TS]

00:49:32   basically unimaginative as never [TS]

00:49:34   invented anything which is why I think [TS]

00:49:35   he's more comfortable now in full-on [TS]

00:49:37   philanthropy than in technology job said [TS]

00:49:39   unfairly [TS]

00:49:40   unfairly hey that's it he's just gonna [TS]

00:49:44   say I've decided it's unfair to [TS]

00:49:45   characterize no gates no supporting [TS]

00:49:47   evidence [TS]

00:49:47   no it's like in my personal opinion I'm [TS]

00:49:49   the author on narrating job said comma [TS]

00:49:51   unfair just lays it out there moves on [TS]

00:49:53   next sentence nothing about it [TS]

00:49:55   right uh this is talking about jobs and [TS]

00:50:02   flash and allowing flash would it to be [TS]

00:50:05   ported across platforms that meant you [TS]

00:50:07   know lowest common denominator you [TS]

00:50:08   wouldn't make it wouldn't be [TS]

00:50:09   applications that would use the unique [TS]

00:50:10   features of Apple's platform right and [TS]

00:50:12   so he quotes from Steve Jobs the whole [TS]

00:50:14   bunch of stuff about this and then you [TS]

00:50:15   go back to Isaac's and suddenly [TS]

00:50:17   editorializing talking about what job [TS]

00:50:19   said on that he was right losing the [TS]

00:50:22   ability to differentiate apples [TS]

00:50:23   platforms allowing them to be [TS]

00:50:24   commoditized like HP and Dell machines [TS]

00:50:26   would have meant death for the company [TS]

00:50:27   suddenly Isaacson is qualified to [TS]

00:50:29   declare unequivocally it with no [TS]

00:50:32   supporting evidence of than just you [TS]

00:50:34   know by Fiat Apple would have been dead [TS]

00:50:36   if it had allowed flash on its thing [TS]

00:50:38   it would just would have been the [TS]

00:50:39   imminent death for the company you know [TS]

00:50:42   I'm not like oh I think he made the [TS]

00:50:44   right decision for these reasons or it [TS]

00:50:46   fits with Brett just it would have [TS]

00:50:47   killed the company I'm alder Eisen [TS]

00:50:49   declare it to be true [TS]

00:50:51   so it's not like Walter Isaacson doesn't [TS]

00:50:56   know anything about anything he does [TS]

00:50:57   know something about writing because I [TS]

00:50:59   think work for was a Time magazine for a [TS]

00:51:01   long time stuff like that so here is an [TS]

00:51:03   example where he talks [TS]

00:51:04   what seems like more detail than other [TS]

00:51:07   topics probably because he knows more [TS]

00:51:08   about it when there was a Fortune [TS]

00:51:11   magazine piece published called the [TS]

00:51:13   trouble to Steve Jobs and Steve was [TS]

00:51:14   cranky about it and of course I think [TS]

00:51:15   sin was in that world of magazines and [TS]

00:51:17   knows these people and stuff so he [TS]

00:51:19   actually has some insight into this [TS]

00:51:20   thing so he seems like he was more [TS]

00:51:22   excited to write about them the other [TS]

00:51:23   things and this is the last bit of [TS]

00:51:27   Isaacson talking about him as the story [TS]

00:51:29   was being prepared Jobs invited summoned [TS]

00:51:32   fortune magazine editor Andy serwer [TS]

00:51:35   to Cupertino to pressure him to spike it [TS]

00:51:36   now if you do not work in the media [TS]

00:51:40   industry you may not know what spike it [TS]

00:51:42   means do you know what this means I have [TS]

00:51:43   never heard that term you can guess what [TS]

00:51:46   it means up from the context right [TS]

00:51:47   but it's obviously a term of art he's [TS]

00:51:49   pressuring the author of magazine [TS]

00:51:51   article to spike it spiking it is it was [TS]

00:51:54   I think was newspaper or a long time [TS]

00:51:55   when they would actually have a literal [TS]

00:51:57   spike like a big metal stick or poking [TS]

00:52:00   up from like a wooden base or something [TS]

00:52:01   and when you weren't going to publish a [TS]

00:52:04   story that you had printed out you would [TS]

00:52:05   take the the published story and you'd [TS]

00:52:07   whack it down over the spike which would [TS]

00:52:09   punch a hole through the middle the [TS]

00:52:10   paper and you'd stack up the papers on [TS]

00:52:11   this big skewer right [TS]

00:52:12   that's called spiking a story it's a [TS]

00:52:15   term of art in the publishing industry [TS]

00:52:16   he has no problem throwing that out [TS]

00:52:18   there [TS]

00:52:18   he doesn't explain that at all he uses [TS]

00:52:20   terminology he's familiar with in his [TS]

00:52:23   industry that's really not that relevant [TS]

00:52:25   here with no explanation [TS]

00:52:29   he also had an instance of this is where [TS]

00:52:32   I was just getting at the bottom of the [TS]

00:52:33   barrel and again I'm being cruel and [TS]

00:52:35   unfair but he did write ATM machine in [TS]

00:52:37   this book a lot of people think that's [TS]

00:52:41   okay because people just call it ATM [TS]

00:52:43   machine all the time attracting turnover [TS]

00:52:45   last week they said an EMP pulse so you [TS]

00:52:49   know maybe that just happens that's not [TS]

00:52:51   really affecting the book but does that [TS]

00:52:52   buzz does that bother you that when [TS]

00:52:54   people do things like that [TS]

00:52:55   it's a machine EMP pulse yeah yeah I [TS]

00:52:59   mean you know that that's I admit that's [TS]

00:53:03   me going a little bit too far but that's [TS]

00:53:05   that's the mindset I'm in alright so the [TS]

00:53:08   next second I hold on before we before [TS]

00:53:09   we do the next section let me yeah I [TS]

00:53:11   mean let me do a sponsor all right [TS]

00:53:14   reinvigorate done net [TS]

00:53:16   simple real-time web analytics with heat [TS]

00:53:18   maps that's it that's all you need to [TS]

00:53:19   know if you hear nothing else you've [TS]

00:53:22   heard enough but I will tell you a [TS]

00:53:23   little bit more they have real-time [TS]

00:53:25   analytics they help you track who is on [TS]

00:53:27   your site and learn what they're doing [TS]

00:53:29   in real time you don't have to wait an [TS]

00:53:31   hour you don't have to wait a day you [TS]

00:53:33   see it instantly but the coolest thing [TS]

00:53:35   for me the coolest thing are these heat [TS]

00:53:37   maps they show a heat map overlay it on [TS]

00:53:40   your website that shows you where [TS]

00:53:43   visitors are clicking the most on a web [TS]

00:53:45   page so that you can see if the design [TS]

00:53:48   that you've created or using is [TS]

00:53:49   effective you can change it based on [TS]

00:53:51   where people are going you can you can [TS]

00:53:53   drill down all of the sub pages it is [TS]

00:53:56   really really amazing and this is this [TS]

00:53:59   is true this is real I will share [TS]

00:54:01   something with you I got an email this [TS]

00:54:02   morning and I'm going to I'm not going [TS]

00:54:05   to excuse me to protect the innocent [TS]

00:54:07   I will not identify the person that sent [TS]

00:54:09   me this email but this is a real email [TS]

00:54:11   and this is the email holy crap that's a [TS]

00:54:14   helpful product I signed up for a year [TS]

00:54:16   just as you finished talking to Gruber [TS]

00:54:18   about it as soon as it loaded I was [TS]

00:54:19   seeing incoming traffic hitting dead [TS]

00:54:20   pages I realized in our last redesign [TS]

00:54:23   our coder had missed a few redirects I [TS]

00:54:24   have stats but it either wasn't showing [TS]

00:54:26   up or wasn't obvious to me lifesaver who [TS]

00:54:28   knows how long I would have overlooked [TS]

00:54:30   it and he says they even maintained the [TS]

00:54:33   14-day free trial even though he already [TS]

00:54:35   paid so they're not charging him for [TS]

00:54:36   those two weeks so there is a 14-day [TS]

00:54:38   trial you can use a promo code 5x5 [TS]

00:54:42   you'll get 10% off as long as you have [TS]

00:54:45   an active account that's so essentially [TS]

00:54:46   forever so go check these guys out [TS]

00:54:49   reinvigorate net I'm using them on 5x5 [TS]

00:54:52   love this site you go to go sign up [TS]

00:54:54   everybody sign up right now alright next [TS]

00:54:58   section shallowness slash laziness ooh [TS]

00:55:02   this sounds like already a pet peeve of [TS]

00:55:05   yours know this I think this is more [TS]

00:55:06   gets to the heart of what I was talking [TS]

00:55:08   about earlier in the summary thing so [TS]

00:55:11   here is the author Isaacson talking [TS]

00:55:14   about a particular thing that Jobs does [TS]

00:55:16   on occasion this would backfire such as [TS]

00:55:18   when Jobs and I've insisted on using a [TS]

00:55:20   solid piece at a brushed aluminum for [TS]

00:55:21   the edge of the iPhone 4 even when [TS]

00:55:23   engineers worried that it could [TS]

00:55:24   compromise the antenna that is almost [TS]

00:55:26   the extent of his investigative [TS]

00:55:28   journalism into an antenna [TS]

00:55:29   that one said he talks a lot about the [TS]

00:55:31   press conference about a sodding headed [TS]

00:55:33   the message but the actual facts of the [TS]

00:55:34   antenna gate case he I mean that's it [TS]

00:55:38   engineers worried that it can compromise [TS]

00:55:41   the antenna is the extent of his [TS]

00:55:43   investigation he is apparently [TS]

00:55:44   determined that engineers worried about [TS]

00:55:45   this before the iPhone 4s waste that's [TS]

00:55:47   it antenna gate you know whether you [TS]

00:55:50   think it was overblown or not or [TS]

00:55:51   whatever you would think the guy with [TS]

00:55:52   the inside access could get more [TS]

00:55:54   information than you then could be [TS]

00:55:55   gleaned by simply watching the press [TS]

00:55:56   conference do you think do you think [TS]

00:55:58   though that there was there were certain [TS]

00:56:00   things that because and maybe this is [TS]

00:56:03   going to be your your final pointed that [TS]

00:56:06   was going to take place perhaps at the [TS]

00:56:08   very end of of this tirade and so [TS]

00:56:11   forgive me if I'm jumping ahead in some [TS]

00:56:13   way but do you think that Isaacson's [TS]

00:56:15   lack of understanding about the industry [TS]

00:56:18   and about what was really going on from [TS]

00:56:21   the technology perspective is is why he [TS]

00:56:25   didn't think of course I want to explore [TS]

00:56:27   this issue in more detail or or do you [TS]

00:56:30   think that for him going into this kind [TS]

00:56:31   of thing was an afterthought and he was [TS]

00:56:33   trying to focus on other things or the [TS]

00:56:36   things that he could comprehend I I [TS]

00:56:39   think he was its shallowness and [TS]

00:56:42   laziness I think he this is a topic [TS]

00:56:44   where he didn't know a lot about it to [TS]

00:56:45   learn about it he would need to research [TS]

00:56:47   a lot and he didn't have enough [TS]

00:56:49   information can know whether this was an [TS]

00:56:51   important thing or not and it's not as [TS]

00:56:52   if he said well I shouldn't talk about I [TS]

00:56:53   could talk about Steve Jobs himself [TS]

00:56:55   because this is the bio I shouldn't talk [TS]

00:56:56   about the sort of events of the company [TS]

00:56:59   and business things he spent so much [TS]

00:57:01   time talking about at one point I'm like [TS]

00:57:03   is this a Steve Jobs bio is this is just [TS]

00:57:05   a history of Apple right he spent so [TS]

00:57:06   much time talking about the company and [TS]

00:57:08   the politics of the company and the [TS]

00:57:10   industry our jobs was barely even [TS]

00:57:12   featured so that's not an excuse like oh [TS]

00:57:13   he did he wanted to focus on jobs but I [TS]

00:57:15   think these particular things to get the [TS]

00:57:18   facts of endemic tenha gate right - like [TS]

00:57:20   really investigate and talk to the [TS]

00:57:21   people involved and just really nail it [TS]

00:57:23   down is illuminating to the character of [TS]

00:57:25   Steve Jobs because without the facts you [TS]

00:57:27   can't know like was Jobs 100% right this [TS]

00:57:30   was completely overblown or was this [TS]

00:57:32   partially of his own doing how much [TS]

00:57:34   warning did he have was it you have it [TS]

00:57:36   lets you understand the context of that [TS]

00:57:39   press conference does this reveal jobs [TS]

00:57:41   to be petulant and [TS]

00:57:43   you know like the bad jobs that we've [TS]

00:57:45   seen all the other parts of the book or [TS]

00:57:46   is this a case where jobs was really in [TS]

00:57:49   the right and was wrong then this would [TS]

00:57:51   say this would explain why he has that [TS]

00:57:52   attitude in other situations because [TS]

00:57:54   he's been so wrong but without the facts [TS]

00:57:55   of what antenna gate was really about we [TS]

00:57:57   don't know what what jobs did what does [TS]

00:58:01   that say about him because we don't have [TS]

00:58:02   the context to understand his actions [TS]

00:58:04   right let me give you owned here because [TS]

00:58:08   I do I would want to get to these next [TS]

00:58:09   two sections Apple license the arm [TS]

00:58:13   architecture and it also put 150 person [TS]

00:58:15   microprocessor design firm Palo Alto [TS]

00:58:17   called PA semi that had created a custom [TS]

00:58:19   system on a chip called the a4 which is [TS]

00:58:21   based on the ARM architecture blah blah [TS]

00:58:22   blah now he says he says that Apple [TS]

00:58:27   bought PA semi and they built the a4 [TS]

00:58:28   both of which I'm willing to accept [TS]

00:58:30   although I'm slightly dubious about [TS]

00:58:32   whether what PA semi actually did for [TS]

00:58:36   the a4 because was made out of parts [TS]

00:58:37   done elsewhere and Samsung's hummingbird [TS]

00:58:39   chip is available for other people to [TS]

00:58:41   buy so it doesn't seem like Apple could [TS]

00:58:42   have designed their I he doesn't go into [TS]

00:58:45   the details so he provides no [TS]

00:58:46   information I'm not sure but I won't [TS]

00:58:47   accept that but my impression is they [TS]

00:58:50   bought PA semi not to make the a4 [TS]

00:58:53   because they bought a long before that [TS]

00:58:54   but to do something else to make PowerPC [TS]

00:58:56   chips for them and how do the people PA [TS]

00:58:58   semi feel about being bought and how did [TS]

00:59:01   the Intel switch affect them and all [TS]

00:59:02   that stuff that's just not gone into in [TS]

00:59:04   this book or just glossed over and [TS]

00:59:06   that's an interesting thing that we you [TS]

00:59:07   know we were said why did they buy PA [TS]

00:59:09   semi house that worked out has it been a [TS]

00:59:11   good purchase to the PA so many people [TS]

00:59:13   great what were they originally hired to [TS]

00:59:15   do how many have left if you're going to [TS]

00:59:16   talk about that aspect of the company [TS]

00:59:18   tell us about that [TS]

00:59:19   right no no detail there lots of detail [TS]

00:59:23   about the intricacies of making the [TS]

00:59:25   original Macintosh who was doing what [TS]

00:59:27   part of the board and which floppy drive [TS]

00:59:29   was being selecting you know what his [TS]

00:59:30   detailed map is he didn't have to [TS]

00:59:31   research it he just pulled from [TS]

00:59:32   revolution in the varying in folklore [TS]

00:59:33   org and all the other books that have [TS]

00:59:35   been up you know he didn't have to do [TS]

00:59:37   that hard work so he you know it's like [TS]

00:59:38   all he didn't want to go into his [TS]

00:59:39   details it's not interesting he wanted [TS]

00:59:40   to a tremendous detail about tiny little [TS]

00:59:42   technical aspects of the Mac because he [TS]

00:59:45   didn't have to do the research himself [TS]

00:59:46   because it was just there for him to [TS]

00:59:47   summarize and copy and paste Hardware [TS]

00:59:52   harsh someone emailed him about [TS]

00:59:57   the App Store Policies and not allowing [TS]

00:59:59   porn [TS]

00:59:59   porn [TS]

01:00:00   stuff as this cording Steve Jobs an [TS]

01:00:02   email you might care more about porn [TS]

01:00:04   when you have kids Jobs replied it's not [TS]

01:00:06   about freedom it's about Apple trying to [TS]

01:00:08   do the right things for its user at the [TS]

01:00:09   end is Isaacson at the end he added is [TS]

01:00:11   zinger Steve Jobs quoting again by the [TS]

01:00:13   way what have you done that's so great [TS]

01:00:15   did you create anything or just [TS]

01:00:16   criticize others works and belittle [TS]

01:00:17   their motivations and then he says that [TS]

01:00:19   some other CEO was admitted to being a [TS]

01:00:21   pressed rare as a CEO who will spar [TS]

01:00:23   one-on-one with customers and bloggers [TS]

01:00:24   like this he wrote Jobs deserves big [TS]

01:00:26   credit for breaking through the mold of [TS]

01:00:27   the typical American executive I ain't [TS]

01:00:30   on it and the guy says about jobs he's [TS]

01:00:33   willing to defend his ideas in public [TS]

01:00:35   and many in the blogosphere [TS]

01:00:37   agreed according to Isaacson all right [TS]

01:00:38   so we're all familiar with this exchange [TS]

01:00:39   is probably recent memory when he was [TS]

01:00:41   talking about porn stuff right [TS]

01:00:44   I says Jobs was proud as well and he [TS]

01:00:46   forwarded exchanged but with tape and [TS]

01:00:49   some of the kudos on to me me saying [TS]

01:00:52   Isaacson this exchange would be a great [TS]

01:00:55   example of where you could dig into [TS]

01:00:56   Steve Jobs as character instead he just [TS]

01:00:58   says he quotes another CEO who says boy [TS]

01:01:00   look at this guy's look at the Steve [TS]

01:01:01   Jobs is any great and he says it's job [TS]

01:01:03   sent stuff on to him all right this is [TS]

01:01:06   what you're praising this this on by the [TS]

01:01:09   way what are you doing it's so great do [TS]

01:01:10   your create anything that is a textbook [TS]

01:01:12   ad hominem fallacy textbook textbook [TS]

01:01:16   like a person and I will read from like [TS]

01:01:19   the million webpages you can fight on [TS]

01:01:21   the ad hominem fallacy to be best-known [TS]

01:01:23   logical fallacy on the internet for a [TS]

01:01:25   good reason these steps are basically [TS]

01:01:26   person a makes claim X person B makes an [TS]

01:01:30   attack on person a therefore A's claim [TS]

01:01:32   is false this is this is what he did so [TS]

01:01:34   I like sin just lets that fly why [TS]

01:01:37   wouldn't you talking to Steve Jobs say [TS]

01:01:38   you do realize that you know but ask him [TS]

01:01:41   why does he think it was compelling for [TS]

01:01:43   him to attack the person what have you [TS]

01:01:44   done this so great that doesn't address [TS]

01:01:46   the person's point at all the person's [TS]

01:01:48   point could be valid or invalid about [TS]

01:01:49   you know whether it's good to keep stuff [TS]

01:01:51   out of dashlet but that attack doesn't [TS]

01:01:54   make any sense [TS]

01:01:55   Steve Jobs is a smart person don't just [TS]

01:01:56   say oh another CEOs thought he was [TS]

01:01:58   feisty call him in it so you can undress [TS]

01:02:00   to get his personality and say does he [TS]

01:02:01   does he not realize that that's odd that [TS]

01:02:03   that's not you know about it's like a [TS]

01:02:06   two-year-old's argument ask him do you [TS]

01:02:08   think that's a valid argument do you [TS]

01:02:09   just do that to make yourself feel [TS]

01:02:10   better he gets into this a little bit [TS]

01:02:11   later but he [TS]

01:02:13   over so many instances like this where [TS]

01:02:14   he's talking to the man he's sitting [TS]

01:02:15   there in the room with Steve Jobs [TS]

01:02:17   talking about this instance and and [TS]

01:02:19   never like never tries to address jobs [TS]

01:02:24   as an adult and talk about what just [TS]

01:02:25   happened it just makes him makes him [TS]

01:02:27   look like a yes-man you know like oh [TS]

01:02:29   yeah you know right all the bad things [TS]

01:02:30   that Steve Jobs did but he will he will [TS]

01:02:32   not like if he was in the road with [TS]

01:02:34   Barbara Walters or Charlie Rose you [TS]

01:02:36   would expect some good interviewer to do [TS]

01:02:39   not let that go by just use this as an [TS]

01:02:41   opportunity to I'm not saying like yell [TS]

01:02:43   at him about it or anything but like ask [TS]

01:02:44   him pointed questions and let his answer [TS]

01:02:46   stand on their own but but don't let him [TS]

01:02:48   just push it under the carpet and say [TS]

01:02:50   and see bloggers and this other CEO and [TS]

01:02:52   I really loved it aren't I great fun at [TS]

01:02:57   sincere the iPod Nano for example was [TS]

01:02:59   prone to getting scratched because I [TS]

01:03:00   believed that a clear coating would [TS]

01:03:02   lessen the purity of his design again [TS]

01:03:04   another instance of a situation where [TS]

01:03:07   there was some sort of Apple problem [TS]

01:03:09   everyone speculated was it something [TS]

01:03:10   that didn't catch in time or was delayed [TS]

01:03:12   they insisted it have this coating cuz [TS]

01:03:14   it looked better apparently saying they [TS]

01:03:16   insisted they have this coating it [TS]

01:03:17   looked better [TS]

01:03:17   this would be a perfect case where you [TS]

01:03:19   could talk to I've in this case and say [TS]

01:03:21   well how do you feel about that the idea [TS]

01:03:23   that sometimes you you and Jobs push [TS]

01:03:26   through decisions to end up being bad [TS]

01:03:27   for the company and what have you [TS]

01:03:28   learned from the experience nope just [TS]

01:03:29   one sentence we're not going to talk [TS]

01:03:30   about not going to investigate not going [TS]

01:03:32   to ask people to reflect on these types [TS]

01:03:34   of decisions just going to lay it out [TS]

01:03:35   there say it is an event that happened [TS]

01:03:37   the one piece of information he's adding [TS]

01:03:39   is that I have apparently knew there was [TS]

01:03:42   a problem because and and set and didn't [TS]

01:03:45   want to change it because it would [TS]

01:03:46   lessen the period he was on how did he [TS]

01:03:47   feel when they had to change it did he [TS]

01:03:49   feel that his design was less pure that [TS]

01:03:50   you know nothing no investigation [TS]

01:03:52   shallowness and laziness so here's one [TS]

01:03:56   of my favorite good sections of the book [TS]

01:03:58   this is the part where new information [TS]

01:04:00   is being imparted assuming we can trust [TS]

01:04:01   this new information because at this [TS]

01:04:03   point I'm still like dubious that that I [TS]

01:04:06   will that I agree and I believe every [TS]

01:04:08   one of these quotes is real and that [TS]

01:04:09   he's accurately reporting stuff if [TS]

01:04:13   you're looking for a if you're looking [TS]

01:04:14   for a reason to read this book here [TS]

01:04:15   think so I'm just going to tell it to [TS]

01:04:16   you now anyway so you don't have to read [TS]

01:04:17   this section I call Steve Jobs enemy of [TS]

01:04:21   success [TS]

01:04:22   and I believe I touched on this a long [TS]

01:04:24   time ago and he retired when I was talk [TS]

01:04:25   about the whole thing like we don't know [TS]

01:04:26   what Steve Jobs does because we just we [TS]

01:04:29   know that he's sort of in charge of [TS]

01:04:30   everything but we know he can't possibly [TS]

01:04:30   make every decision so I believe in that [TS]

01:04:33   show maybe I'm misremembering what I [TS]

01:04:36   said but I believe I was saying [TS]

01:04:37   something the effect that if you like a [TS]

01:04:41   decision and like Steve Jobs you'll [TS]

01:04:42   think that it was his decision if you [TS]

01:04:43   don't like a decision and don't like [TS]

01:04:45   Steve Jobs you think he was the one [TS]

01:04:46   pushing it and you know like since we [TS]

01:04:48   don't know what he actually does you're [TS]

01:04:49   likely to declare like you know this was [TS]

01:04:52   a great thing as Steve Jobs must have [TS]

01:04:53   been the only reason it happened or this [TS]

01:04:55   is something horrible and it's Steve [TS]

01:04:56   Jobs must be designed incision behind [TS]

01:04:57   this decision I was saying since we [TS]

01:04:59   don't know what he actually does we [TS]

01:05:00   don't know these details inside the [TS]

01:05:01   company for all we know the thing that [TS]

01:05:03   you hate Steve Jobs also hated and [TS]

01:05:05   argued against it or maybe the thing [TS]

01:05:07   that you loved and thought was awesome [TS]

01:05:08   he was also arguing against and said we [TS]

01:05:10   shouldn't do it and someone else you [TS]

01:05:12   know was able to convince him otherwise [TS]

01:05:13   ah [TS]

01:05:14   so there are actual examples of that [TS]

01:05:16   happening in the book I really hope I'm [TS]

01:05:18   not mister remembering my brilliant [TS]

01:05:19   predictions but actually I hope that I [TS]

01:05:21   am remembering them correctly but so [TS]

01:05:22   here's a here's some examples ah Steve [TS]

01:05:26   Jobs was against iPods for Windows users [TS]

01:05:30   and one is from the book Isaacson saying [TS]

01:05:33   at one point he declared that Windows [TS]

01:05:34   users would get to use iPods over my [TS]

01:05:36   dead body [TS]

01:05:37   the over my dead bodies and quotes and [TS]

01:05:38   all of his top executives and [TS]

01:05:41   lieutenants were constantly trying to [TS]

01:05:42   get minson we need to put hype on [TS]

01:05:43   Windows we need to put iPod on Windows [TS]

01:05:44   and it eventually heats job said screw [TS]

01:05:47   it I'm sick of listening to you a-holes [TS]

01:05:48   go do whatever the hell you want you [TS]

01:05:51   don't have to bleep out a-holes right I [TS]

01:05:52   know it doesn't didn't save you've taken [TS]

01:05:54   care of it all right and then and the [TS]

01:06:00   interesting point on this is the later a [TS]

01:06:04   similar topic comes up and this is Steve [TS]

01:06:06   a quote from Steve Jobs saying we put [TS]

01:06:08   iTunes on Windows in order to sell more [TS]

01:06:10   iPods but I don't see an advantage to [TS]

01:06:12   putting our music app on Android except [TS]

01:06:14   to make Android users happy and I don't [TS]

01:06:15   want to make Android users happy so [TS]

01:06:18   here's an example where he didn't want [TS]

01:06:20   to put if gives anyone think that the [TS]

01:06:21   iPod didn't go to Windows the iPod of [TS]

01:06:23   would have been the iPod because it's [TS]

01:06:25   not as if Mac market share has rocketed [TS]

01:06:27   up to 95 percent since that decision was [TS]

01:06:29   made right and it's not as if the hell [TS]

01:06:30   effect would have brought it there it's [TS]

01:06:32   like well we got to keep the iPod on the [TS]

01:06:33   Mac because [TS]

01:06:34   we'll help some more max right if the [TS]

01:06:37   iPod hadn't gone to Windows Apple [TS]

01:06:39   probably wouldn't even be the Apple [TS]

01:06:40   today Steve Jobs was so far against that [TS]

01:06:42   he said it was gonna happen over my dead [TS]

01:06:44   body and was even when he you know gave [TS]

01:06:46   in to it to his credit he was you know [TS]

01:06:48   the constant badgering of every single [TS]

01:06:50   other high-level executive in the [TS]

01:06:52   company made him throw his old tantrums [TS]

01:06:54   i whatever i'm ii listen you do whatever [TS]

01:06:56   you want right so cranky and tantra me [TS]

01:07:00   that's Steve Jobs enemy of success next [TS]

01:07:03   example the iPod mini most people in the [TS]

01:07:07   tech industry were sort of puzzling over [TS]

01:07:10   the iPad Mini was introduced because at [TS]

01:07:11   that point the iPod Classic the what's [TS]

01:07:13   mine now knows the iPod classes but then [TS]

01:07:14   with just the iPod right thing with the [TS]

01:07:16   big click wheel the full-size thing was [TS]

01:07:19   $299 and it held 15 gigabytes and then [TS]

01:07:22   along comes Apple and introduced a $249 [TS]

01:07:26   device only $50 cheaper but it holds [TS]

01:07:28   four gigabytes so for $50 more you could [TS]

01:07:32   get more than you know three times as [TS]

01:07:34   much storage and people say who in the [TS]

01:07:36   world is ever going to buy an iPod mini [TS]

01:07:38   you're going to cut my storage but down [TS]

01:07:41   in you know to a third of what it would [TS]

01:07:43   less than a third what it was before and [TS]

01:07:44   just say 50 bucks I'll just pay the [TS]

01:07:46   extra 50 bucks and get the regular iPod [TS]

01:07:47   this iPod many things going nowhere do [TS]

01:07:49   you remember those [TS]

01:07:49   I shared a lot folks sure do it you know [TS]

01:07:52   Steve Jobs said exactly the same thing [TS]

01:07:54   is it I want this is a quote from the [TS]

01:07:56   book at one point Jobs decided to kill [TS]

01:07:58   the iPod mini not seeing what anyone [TS]

01:08:00   would want to pay the same for less see [TS]

01:08:03   you know it because how this is the [TS]

01:08:05   brilliance of Jobs he knew that the iPod [TS]

01:08:08   mini would be said no he wanted to kill [TS]

01:08:09   it you want to kill the product before [TS]

01:08:10   was released cuz like I don't see why [TS]

01:08:11   anyone would want to pay that much money [TS]

01:08:14   of hurt you get so much less with this [TS]

01:08:15   but this thing all right Steve Jobs [TS]

01:08:18   enemy of success but as we as we know [TS]

01:08:20   that the iPod mini went on to become the [TS]

01:08:21   fart by far the best filling iPod to [TS]

01:08:24   date at that point massively [TS]

01:08:26   overwhelming sales of the traditional [TS]

01:08:28   iPod because I had $50 and the fact that [TS]

01:08:31   it came in colors and the fact that it [TS]

01:08:32   was smaller combined to make this a much [TS]

01:08:34   more compelling product for consumers [TS]

01:08:36   and again I could say to Jobs credit he [TS]

01:08:39   didn't follow through with that he was [TS]

01:08:41   convinced by his other people that they [TS]

01:08:42   should actually really sat but then he [TS]

01:08:44   turned out great but this this is [TS]

01:08:45   stabbing in the heart the notion of [TS]

01:08:47   Steve Jobs [TS]

01:08:48   knows exactly what's going on and is [TS]

01:08:51   responsible for Apple success Steve Jobs [TS]

01:08:53   was against the App Store there was a [TS]

01:08:55   lot of speculation about this because [TS]

01:08:56   originally the iPhone is introduced and [TS]

01:08:58   said you can you write web apps it's a [TS]

01:08:59   great solution it's a sweet solution for [TS]

01:09:02   making application of this thing we [TS]

01:09:03   don't want you to write native apps [TS]

01:09:04   right you just screw things up do web [TS]

01:09:05   apps right and then the SDK came out six [TS]

01:09:09   months eight months whatever later and [TS]

01:09:11   like aha [TS]

01:09:11   they must have been planning us all [TS]

01:09:12   along and they didn't have already or [TS]

01:09:13   whatever so according to this book as [TS]

01:09:15   from the book when the iPhone first came [TS]

01:09:17   out in early 2007 there were no apps you [TS]

01:09:19   could buy from outside developers and [TS]

01:09:20   Jobs initially resisted allowing them he [TS]

01:09:22   didn't want outsiders to create [TS]

01:09:24   applications for the iPhone that could [TS]

01:09:25   mess it up in fact it was viruses are [TS]

01:09:26   polluted sin tegrity right so he didn't [TS]

01:09:31   think the App Store was a good idea had [TS]

01:09:33   to be convinced of that launch the phone [TS]

01:09:35   without it they were probably people [TS]

01:09:37   sort of in the same situation with the [TS]

01:09:38   floppy drive in the Mac probably people [TS]

01:09:40   who disagree with him who were laying [TS]

01:09:41   the groundwork for it so that when he [TS]

01:09:42   did change his mind they weren't [TS]

01:09:43   starting from zero right but the book [TS]

01:09:45   does not investigate that it doesn't [TS]

01:09:46   give up anything else we have to make [TS]

01:09:48   stuff up like probably that you know [TS]

01:09:50   that would have been a great parallel [TS]

01:09:51   you but again he stole that research [TS]

01:09:53   from the floppy drive from other people [TS]

01:09:54   he didn't bother do any investigation [TS]

01:09:55   well what was the deal with that Scott [TS]

01:09:58   Forstall were you already having your [TS]

01:10:00   people work on an SDK did you how did [TS]

01:10:02   you convince him that you should have an [TS]

01:10:03   SDK err you know nothing doesn't just [TS]

01:10:06   get that at all like the sentence I read [TS]

01:10:08   you is basically the extent of the [TS]

01:10:09   detail in that particular event that is [TS]

01:10:16   my jobs any enemy of success okay so [TS]

01:10:19   that's that that section sounds like [TS]

01:10:20   there might be more sections yeah how [TS]

01:10:23   many more do you have because we're 72 [TS]

01:10:25   minutes in I know I know but I want to [TS]

01:10:26   get it into one show all into one show [TS]

01:10:31   yeah I don't know how much time do you [TS]

01:10:33   have I have time today so I don't do you [TS]

01:10:37   have I want to do it but I want to give [TS]

01:10:39   it it I don't want to rush it I want you [TS]

01:10:40   know I've I'm saying make this two-hour [TS]

01:10:42   show I have no problem with that if I [TS]

01:10:43   can't make it I can't make it to our [TS]

01:10:45   show today [TS]

01:10:46   what is your deadline well we were [TS]

01:10:49   hitting it all right well if you want to [TS]

01:10:51   stop you just wanna you would just want [TS]

01:10:53   to vilify me and make it my fault I I [TS]

01:10:54   don't want to stop but I wasn't prepared [TS]

01:10:58   for it to our show today [TS]

01:11:00   oh we got 50 more minutes right 15 for [TS]

01:11:04   sure but I don't want you to feel rushed [TS]

01:11:06   I would rather make this a twofer you [TS]

01:11:08   know make it make it a two part show [TS]

01:11:10   come back and do the next show do two [TS]

01:11:12   episodes next week do a three episode [TS]

01:11:15   next week two episodes next week dad I [TS]

01:11:23   don't want you to be rushed but it do [TS]

01:11:25   have so much more on this I'm not ready [TS]

01:11:28   for two our show today I didn't get any [TS]

01:11:31   notice it of me to our show I'd love to [TS]

01:11:33   do a tour [TS]

01:11:33   yeah I know I thought I could get [TS]

01:11:34   through this all in one show but um er [TS]

01:11:36   how far you are you halfway halfway [TS]

01:11:39   pretty much so I would rather give you a [TS]

01:11:41   you know another full hour hour and a [TS]

01:11:44   half and then make it not feel rush get [TS]

01:11:45   a special you know do a special bonus [TS]

01:11:48   show because I love that I could listen [TS]

01:11:50   this all day all right we will stop on [TS]

01:11:53   jobs enemy of success and continue can [TS]

01:11:55   you give some teasers as to what what [TS]

01:11:57   will be coming up in the bonus show I [TS]

01:12:00   have a little tiny bit on jobs a TV [TS]

01:12:03   watcher on things that find jobs is [TS]

01:12:05   success his ethos emotional jobs jobs [TS]

01:12:09   and politics have jobs in the cloud a [TS]

01:12:13   bunch about his family future directions [TS]

01:12:16   of the company jobs and gates [TS]

01:12:17   jobs his personality that's what I have [TS]

01:12:20   left those the section headings it's [TS]

01:12:23   good stuff so we will do that next week [TS]

01:12:25   so I bet this also means that I can't [TS]

01:12:27   listen to all the other shows still on [TS]

01:12:29   the topic until we get through next [TS]

01:12:31   week's show but such is life mm-hmm [TS]

01:12:38   that's it I think for this week go wrap [TS]

01:12:41   wrap it up then mm-hmm I wish you're [TS]

01:12:50   done at all you can wrap it up I don't [TS]

01:12:55   know now I feel now I feel bad Jim feel [TS]

01:12:57   bad we get you know I don't want to make [TS]

01:12:59   it say that yeah it's it's two shows [TS]

01:13:01   with material I guess this is but the [TS]

01:13:02   problem is this is gonna generate so [TS]

01:13:04   many people saying you need you need you [TS]

01:13:06   need to give John Syracuse as much time [TS]

01:13:10   as he wants [TS]

01:13:11   we all have schedules this is like an [TS]

01:13:13   hour-and-a-half show yeah I thought the [TS]

01:13:15   weather that storm damn it's your you [TS]

01:13:17   can handle I'm just not gonna read the [TS]

01:13:18   email for a week not too many people can [TS]

01:13:21   play they know next week we'll be [TS]

01:13:23   talking about this unless something [TS]

01:13:24   really dramatic happens guys talk about [TS]

01:13:27   guns that you know if every single [TS]

01:13:29   episode of John circuses favorite [TS]

01:13:31   television show the Fringe ended with an [TS]

01:13:34   absolute conclusion would you even tune [TS]

01:13:36   in next week I say no this is a little [TS]

01:13:38   bit of a cliffhanger will will they be [TS]

01:13:40   able to capture the same feeling will [TS]

01:13:42   the Mojo's still be there will will John [TS]

01:13:45   still be on a roll yeah of course you [TS]

01:13:46   will listen else I'll still be angry of [TS]

01:13:49   course you will you'll be out probably [TS]

01:13:50   anger than ever I'm doing this as a [TS]

01:13:53   favor to the listener all right [TS]

01:13:56   so we'll we'll end this one so here's [TS]

01:13:58   what you do you go to twitter.com slash [TS]

01:14:01   siracusa s IRAC u.s.a just like the [TS]

01:14:08   little town in italy that's what you do [TS]

01:14:13   you follow that man can also read his [TS]

01:14:15   stuff on Ars Technica who he's not [TS]

01:14:20   employed by them not an employee of that [TS]

01:14:22   good at that place and shame on them you [TS]

01:14:25   can follow me i'm dan benjamin on [TS]

01:14:27   twitter you can go to five by five dot [TS]

01:14:30   TV slash hypercritical to hear all of [TS]

01:14:31   the previous 40 episodes of this program [TS]

01:14:35   and many other programs that we've done [TS]

01:14:37   you can go to big week not Co which is a [TS]

01:14:39   little tumblr blog I do where I collect [TS]

01:14:41   links and stories that we talk about on [TS]

01:14:43   these shows but not this one today we [TS]

01:14:45   just talked about the book on this one [TS]

01:14:47   and we do have some show notes so you [TS]

01:14:50   can go to five by five dot TV slash [TS]

01:14:51   hypercritical slash 41 and all of the [TS]

01:14:54   links and the sponsors and everything we [TS]

01:14:55   talked about will be there anything else [TS]

01:14:58   John if you'd like to add [TS]

01:15:00   well you got it all we'll be back next [TS]

01:15:02   week [TS]

01:15:03   have a good week [TS]

01:15:16   you [TS]