140: The Mad Rush
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Welcome to Under the Radar, a show about independent iOS app development.
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I'm Marco Arment.
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And I'm David Smith.
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Under the Radar is never longer than 30 minutes, so let's get started.
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So it is the day after the fall, I guess it turned out to be iPhone and Apple Watch event,
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which is always a bit of a highlight for me.
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It's I think one of the more, like WWDC is exciting in the sense that it's the underlying
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part of our developer season.
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It's exciting in that there's lots of really low-level, very technical kind of feature-oriented
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Whereas the fall event is kind of fun in just so far as it's in some ways a window into
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what our customers are actually interested in and the devices that they're going to buy,
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and in a weird way, like thoughts about the viability of a platform.
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You know, obviously I want people to want to buy more iPhones because the more customers
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there are who own iPhones, the more the broader my customer base is.
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So in that sense, it's really encouraging.
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Then we have the, right after the event, we have the period we are in right now, which
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is the perhaps most frantic part of the developer season, where you, especially this year, they
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really didn't do us any favors, where the event, so we're recording this on Thursday,
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so the event was yesterday, and typically the iOS and watchOS and all the other OSes
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release, as far as I remember, the following Wednesday was a pretty common pattern.
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- Yeah, usually you had either a week or a week plus or minus one day.
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- Yeah, and instead it's Monday.
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- And the event was on a Wednesday instead of its usual Tuesday because of calendar stuff,
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so we have like three days less time than we usually have, and a lot of those days are
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the weekend, which I don't know how much AppReview's gonna be working on the weekend.
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- Yeah, so at least on that score, in my experience, I imagine AppReview will be pulling all hands
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on deck, working all hours of the day over the weekend, et cetera, so kudos to AppReview.
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In general, my experiences I've had in this period, lots of approvals at very strange
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hours at all hours of the day, but still, it's like, okay, so we have four days, I guess,
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to work today, it's like Thursday, Friday, and Saturday, essentially, because even if
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you submit it on Saturday, you would need to hopefully give AppReview at least a day
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to look at your app before it was approved, so suffice to say, it's a bit frantic, and
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for me right now, it's funny, before we were recording, I was deep in the throes of the
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part of this process that is so frustrating sometimes, where I'm hitting a weird layout
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bug, and it's one of those, it's on one of the new devices, it's on a Series 4 Apple
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Watch, and of course, all I have to go with is what's in the simulator, and it's like,
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in Interface Builder, it looks fine, on the simulator, it looks broken, which one do I
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I have no idea, and this time of year is just so maddening, it's like, I don't know, I
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guess I just take the conservative path and hope that on next Friday, when Apple Watches
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appear in the world, I'll find out if I made the right guess, but anyway, that's just a
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slight rant.
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Well, and I think also, one of the reasons that makes this a more stressful and a higher
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workload year than previous years, not only do we have less time, we also have four new
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screen sizes all at once, two of which have more rounded corners than they ever have before,
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the two watch sizes, and so that makes layout difficult.
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Layout in WatchKit is already a little bit difficult to begin with, and it's kind of
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cramped, so at least we don't have a smaller size than we had before, which makes it a
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little bit better, but it is kind of cramped, and those big rounded corners are a little
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bit hard to do, or to deal with in certain interfaces, so you have two new watch sizes
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that are slightly different from what we had before, from a size perspective, but layout
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pretty differently, and then you have two new phone sizes.
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Fortunately, it doesn't seem like the phone sizes are that much work to adopt to, so we
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got off a little bit easy on the phone, but still, four new devices to test with, potentially
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four new devices worth of screenshots if you screenshot every size, which I stopped doing.
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Now I just do the screenshots for the biggest device of each class, and that's it, because
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I can't keep up, but otherwise, there's a lot to do in a very short time, and you mentioned
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we don't have the hardware yet.
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A lot of this stuff, I think on the phones, we're pretty lucky.
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The phone simulators are really good, and there are very few things, unless you're working
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with certain APIs that need the phone, there are very few things that the phone simulator
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can't do for you in pretty much the same way the hardware does.
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The watch though, as you know probably better than I do, there's a lot more differences
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in the watch between the simulator and the hardware, and so you really need to run watch
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stuff on devices to really know, not to mention the fact that you need to run it on devices
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to just know the feel of it, the spacing, when you're dealing with such a small interface,
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you can't design an interface on the simulator alone, because you have to know, is this easy
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Is it too small to read?
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You need to know things like that on the watch that are just hard to tell in the simulator.
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And of course, it's made all the more complicated when you do have the hardware by how incredibly
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unreliable the build and run cycle on the watch actually is.
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I'm not sure I've gotten it to run on the watch more than two times in a row ever, and
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of all the times that I say build and run on my watch, I think it succeeds maybe one
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out of eight, and takes a very long time to fail on all the other ones.
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So it's really hard whenever there's new watch interface work to be done, or in this case
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when there's new watch screen sizes that have rounded corners now also, it's a lot of work
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for developers, and to add to that that we don't have the hardware yet, and that it's
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a shorter time than usual, that kind of hurts.
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Yeah, and it's an interesting thing to think that...
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I should probably take a step back.
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It's probably fair to say, we're assuming that everyone has seen the event and knows
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everything about it.
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Let's back up one second.
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Yesterday, they announced the Series 4 watch, which is similar to the Series 3 watch in
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a variety of ways, but the biggest difference is that it has a new screen layout that is
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kind of wider, and both of them are bigger.
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There's no longer a 38 and a 42mm size.
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They are now 40 and 44mm instead, and the screen is wider and slightly taller.
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You just have to see it, but it's a different ratio now, and additionally, it is different
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than the 30.
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At first, I was wondering if it was, "Oh, we're going to end up with the new big one
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is going to be the same as the old small one," or something like that, or, "The new small
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one will be the same as the old big one."
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No, it's not that.
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We have four resolutions that we need to manage now.
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And then on the iPhone, we now have the iPhone XS Max, which is a very big 3x resolution
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screen to navigate, but otherwise, it seems like that one I'm less worried about, because
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that seems mostly, if you've done the work for the iPhone X with the safe layouts and
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dealing with the notch, you should probably be fine.
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And then the iPhone XR is a 2x, but iPhone X-like device, but has a different resolution
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than the iPhone X, because it's an LCD screen that's 2x.
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So there's a whole bunch of different screen sizes and devices just to account for now
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that appeared yesterday.
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So I probably just realized before I get too far down this rabbit hole, I'll make sure
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everyone's on the same page about exactly what has changed.
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But yeah, I mean, I wish there was—I feel like it's one of these things that I feel
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like every year this happens, every year I'm kind of surprised, but it's kind of frustrated
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by the fact that this time is so tricky, and it's so hard to—because really, my goal
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is that next Friday, when somebody very excitedly unwraps their brand new Apple Watch that they're
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super excited about, they stood in line to get it or they ordered it online and they're
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sitting there waiting all day by the front door for the UPS guy to come and deliver it,
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which is what I always do.
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I actually physically take my iMac upstairs to the dining room because it's next to the
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door because otherwise, inevitably, I won't hear the doorbell and then he'll run off with
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my devices and I have to chase them.
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Yeah, because your regular office is in the basement, so I can see how that can happen.
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Your office is in the front of your house, but for me, I actually just move my office
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Take my iMac, the portable computer it is, put it on my dining room table, and just work
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from there for the day.
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That works fine, but what I want is that person who's excited to get that device on day one,
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they download, they get their watch, they get it paired, they open the app, and it works
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I would love for them—in my case, you love pedometer plus plus, you love counting your
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steps with it, you're super excited that you can finally do it on your watch as well.
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I want that day one experience to be good, and the situation we always seem to find ourselves
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in is like, "I don't know if I can.
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I can do my best and I can try and make that experience reasonably good, but I have to
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make so many guesses and so many assumptions and just hope for the best."
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And this doesn't say nothing of the fact that tonight I'll be getting up at three
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in the morning to place all my orders to try and make sure that I can get a device for
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myself on day one so that I can be actually testing it.
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Because at least once we have hardware, a lot of these problems go away.
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A lot of these issues get a lot smaller once we have access to hardware, because then at
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that point at least it's a question of, "I just try it, and if it works, great.
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And if it doesn't, then I know what I need to change to make it work."
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But until I have a device, I'm just guessing, and it just never feels well.
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I think it's this funny tension where maybe it's because I come from the original background
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on developing for the old-school iPhone, where it was very much pixel-perfect was your goal.
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You really would want to maximize taking advantage of every pixel on the screen, make sure your
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layouts and everything was just right.
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And in some ways I just need to let go of that and say it's going to be good-ish,
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as long as things aren't overlapping or falling off the top or bottom of the screen,
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as long as it looks reasonable, it's fine.
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But it doesn't feel great either.
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So a lot of this work is somewhat self-imposed.
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A lot of this is, as you mentioned, we want that first-day experience of our customers
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with either the new OS and/or the new phones and watches.
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We want those day-one experiences to be perfect.
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We want to already be there.
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Some customers actually really do care about that and will actually leave you negative
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reviews and stuff and complain about it if you aren't ready yet on day one.
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But most won't.
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Most of them, I think, will give you a bit of leeway on that and kind of expect, like,
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"Okay, well, if your app has black bars around it or something on my brand-new screen
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device, I can live with that for a week."
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Most people aren't super hardcore angry about that.
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But it still just is part of the craft of doing good work, making good apps, the craftsmanship
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that we try to practice and that we take pride in.
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It's part of that to be there on day one, to be ready, to have a layout on things that
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can resize, that can work, or if you're going to show black bars, to try to get your
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app done as soon as absolutely possible, day one if possible, so that no customer ever
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sees that or very few customers ever see that.
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That is something we try to do.
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But it is worth pointing out, again, it is kind of self-imposed.
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We actually have leeway if we want it on a lot of this stuff.
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But if we do it well and we please people like that and we do good work like that, I
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think over time that does add up.
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I think it's hard to quantify what it does for the bottom line in short term.
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But if you look over the long term, if you build a reputation among customers for making
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high quality apps and always being ready for all the new stuff, I think that does help
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you in things like marketing and long term customer retention.
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And I think too, it's that sense that, A, there's the part of it that I'm just excited.
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I look forward to this as a customer.
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I want to take advantage of the new stuff because that's the kind of person that I am.
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And so maybe I'm just playing to that part of my customer base.
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And I think there's that funny tension of all these problems go away if we just wait.
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I put in my orders for my phones whenever I wake up on Friday morning.
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My watches and phones get here when they get here, or I go to an Apple store whenever they're
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I buy it, I work on it then, I submit it whenever that is.
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And say it's a week from now or two weeks from now when I actually get those updates
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in or get those things working.
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In the broad scope, it won't matter in the big picture most likely.
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I think the big things you potentially might miss out on, maybe you'll miss out on a feature
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potentially, but I'm not sure how valuable that is in terms of the features around OS
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releases are so often.
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There's so many apps that get featured and it's a very more crowded time that I think
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specifically, this is my experience from recently, less impactful than it has been in the past.
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But it's still lovely.
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It's still something that I certainly work towards.
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And certainly there's the press angle of people who are looking for apps that are taking advantage
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of the new stuff.
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Or even, the best case scenario is reviewers who have review units of the new devices who
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would like to install your apps and use them as part of their review, and then you're
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being even more strongly put forward.
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So there's these advantages.
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But yeah, I go back and forth and if I'm just a glutton for punishment, I shouldn't
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worry so much and I should just let it go and be more patient and actually not rush
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these things out.
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Is it worse to release something early that has a few bugs versus just waiting?
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In Apple's supporting their developers, they do a great job of the backwards compatibility
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modes exist for everything.
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Where if you run an app that was built for watchOS 4 on watchOS 5 on one of these new
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watches, they just run it as though it was on the old watch and it's just inset slightly
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incentered and a lot of customers probably won't even notice.
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They do the work to make sure that that actually works, that it doesn't just completely fall
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apart on the new stuff.
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But yeah, like I said, it's a really tricky tension to not want to have the app be there
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and be ready at this exciting time and to not feel like you're going to miss out on
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some opportunities that may come up as a result.
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Something else that I did want to mention around the new event that I think this was
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on the more positive, like I was relieved side.
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It's always interesting that going into these events, I always imagine all the ways in which
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they could go poorly for me.
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And I create these devices that have these features that, as an example for this one,
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I've always been thinking recently, "Oh, when is the Apple Watch going to have native sleep
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And I built up in my mind, "Oh, maybe this year, one of the emphasis will be battery
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And so battery life will get bigger, and then rather than being 18-hour battery life, they're
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going to go to two-day battery life, and they'll say, "Now you can do sleep tracking."
00:18:26
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And I build those up in my mind, and thankfully, that didn't happen.
00:18:31
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It's still a thing that's just out there as a developer opportunity that exists.
00:18:36
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And there's a variety of things like that that I think now exist that I always worry
00:18:45
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that they're going to happen.
00:18:46
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I mean, obviously, this year, you have...
00:18:48
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I'm trying to think in terms of you're adding a podcast player, or a watch-based podcast
00:18:54
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player to Overcast, but you already knew that Apple was doing that.
00:18:58
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Well, but that could have gone very wrong.
00:18:59
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It could have been that they did it, and they didn't make the APIs needed for me to do it.
00:19:04
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And so then you would be in the position where it's like, "Oh, great.
00:19:06
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Now you can do a worse version, or they can do the awesome version."
00:19:09
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Right, exactly.
00:19:10
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It is always just such a funny thing to go into these events that I don't know if I've
00:19:14
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just been...
00:19:15
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It's like I'm optimistic about the fun side of things, but then I'm also, in the back
00:19:20
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of my mind, pessimistic about all the ways that this could go horribly for me.
00:19:23
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And I think it speaks to something that I think is a slightly interesting topic, just
00:19:27
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to touch on briefly, that I find it so interesting how to be in a position...
00:19:32
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And this is just, I think, just the fundamental aspect of being an independent developer,
00:19:37
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especially on a focused platform like UNIR, where so much of my fortunes feel like they're
00:19:42
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tied to choices that are outside of my control.
00:19:47
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And even things to the point where...
00:19:51
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It's an interesting filter that I have now, when I hear that Apple named their new phone
00:19:56
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the iPhone XS Max.
00:19:59
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And I'm like, "That is a really weird name."
00:20:01
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Like, "Is..." versus the XS in a box, and the XR, which...
00:20:06
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Sorry, that's a XR, even though everyone's gonna say XR, because that's how you see it.
00:20:10
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It's like all this confusion.
00:20:11
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And then I'm like, "Oh, no.
00:20:12
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Is this confusion going to reduce iPhone sales and make it reduce the market for my applications?"
00:20:21
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And I think I'm trying hard to train myself out of those kinds of thoughts, where somehow
00:20:28
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in my mind, if Apple sells 10% less iPhones, which would...
00:20:33
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I'm not saying that's gonna happen.
00:20:36
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That's way above my pay grade in terms of the reasons why iPhones succeed or fail, or
00:20:42
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thrive, and thrive-ish.
00:20:45
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But it's just an interesting thing that I wanted to bring up that it's something that
00:20:52
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I think is easy for me to fall into, but I think is probably would be more productive
00:20:56
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to pull away from, and to just be like, "It's fine.
00:20:59
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I can control the things I can control.
00:21:01
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I can just focus on making good quality apps for the platform, and just hope that people
00:21:06
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who have way more vested interest in it than I do, to the tunes of billions of dollars,
00:21:12
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are going to be doing everything they can to make sure that the platform is a success,
00:21:17
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and to just put my head down and not worry about it.
00:21:19
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All right, so let's close up by talking about what are we working on right now?
00:21:23
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What is top of mind, or what are you trying to do today and yesterday, and hopefully not
00:21:30
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too far into the next few days?
00:21:33
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What is on your plate right now?
00:21:35
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For me, like we talked about last week, I took a lot of time off this summer and didn't
00:21:40
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do as much work as I may have in a typical summer.
00:21:44
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For me, my focus has been almost entirely on Pedometer++, because that's my main app.
00:21:50
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That's where the majority of my income comes from.
00:21:51
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I think it makes sense for that to be my focus.
00:21:54
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Honestly, the changes I make there just have a bigger impact on more customers, because
00:21:59
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there's more of them.
00:22:00
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For me, what I've been mostly working on is making the watch app for Pedometer++ a first
00:22:09
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class workout app, in a way that essentially I'm taking the lessons that I learned from
00:22:15
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Workouts++, which was the super complicated but powerful workout app that I made, and
00:22:22
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I'm taking all the best parts and lessons from that and moving them into Pedometer++'s
00:22:29
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workout app and just focus on making that workout app really good.
00:22:36
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That's what I'm in the process of wrapping up.
00:22:38
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It's going pretty well, and I think I should be able to submit hopefully in the next day
00:22:44
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or so this kind of cool update for that, and then I will expect to continue to branch out
00:22:55
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That's primarily what I've been working on, and it's just kind of a fun thing.
00:22:58
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I think it's cool to have the watch be my focus when the watch is the thing that got
00:23:06
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the really cool update this year, and so that's doubly exciting and kind of fun.
00:23:11
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I expect to continue to be emphasizing that in the way that the watch continues to be
00:23:17
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this really compelling growth opportunity platform, both for Apple and I think also
00:23:22
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for developers more generally.
00:23:24
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I'm looking forward to seeing how much faster these watches are, and how they have more
00:29:41
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[BLANK_AUDIO]