The Talk Show

00:00:00 ◼   ► ladies and gentlemen your pal John Gruber here this is a very special [TS]

00:00:04 ◼   ► episode of the talk show it is a different episode of the talk shows [TS]

00:00:07 ◼   ► you're about to find out [TS]

00:00:09 ◼   ► and so it is a different kind of sponsorship setup I'm just gonna tell [TS]

00:00:12 ◼   ► you right here at this episode is exclusively brought to you by met . com [TS]

00:00:18 ◼   ► that's mah . com if you don't know what's Matt it's a daily deal site you [TS]

00:00:23 ◼   ► guys remember woot wot that was a daily deal site where they put funny content [TS]

00:00:28 ◼   ► videos and stuff like that up and have one thing a day that they would sell at [TS]

00:00:32 ◼   ► a extraordinary discount and they sold to amazon that was what they sold the [TS]

00:00:36 ◼   ► amazon and amazon started changing everything around and eventually got rid [TS]

00:00:40 ◼   ► of everything about what that made woot woot [TS]

00:00:42 ◼   ► so the team laughs they left amazon when they could and they started a new site [TS]

00:00:46 ◼   ► that was like would accept even better than it used to be and that's Matt it's [TS]

00:00:51 ◼   ► the guys behind we have a new site now and you go there every day and have a [TS]

00:00:55 ◼   ► daily deal something is on sale at an extraordinary discount like a gee I [TS]

00:01:00 ◼   ► wonder if they like rip these off the back of a truck sort of discount gadgets [TS]

00:01:05 ◼   ► oftentimes toys stuff like that but the main reason to go there is not even [TS]

00:01:08 ◼   ► defined the discounts not shopping site at one thing a day that's available at a [TS]

00:01:12 ◼   ► limited time the reason I go to medicom everyday are the videos that they make [TS]

00:01:16 ◼   ► and the descriptions that they write that are hilarious sometimes not even [TS]

00:01:21 ◼   ► about the product at all it's really just a great site to work into your [TS]

00:01:26 ◼   ► daily routine of places to go when you want to be not bored or entertained for [TS]

00:01:31 ◼   ► a couple minutes so go there check them out and medicom check out the videos [TS]

00:01:36 ◼   ► check out the site and you can even keep your eye on the daily deals you might [TS]

00:01:40 ◼   ► find something really really worthwhile [TS]

00:01:42 ◼   ► they're great and they're the ones who are bringing you today's episode and [TS]

00:01:46 ◼   ► without any further ado ladies and gentlemen the talk show this is gonna be [TS]

00:01:51 ◼   ► fun we've got a Eddy Cue senior vice-president internet software and [TS]

00:01:57 ◼   ► services [TS]

00:01:57 ◼   ► Eddie welcome to the talk show you doing and returning to the talk show which is [TS]

00:02:03 ◼   ► must mean I didn't watch it up too badly [TS]

00:02:05 ◼   ► Craig federighi senior vice president of software engineering it's a rare honor [TS]

00:02:11 ◼   ► to be here John [TS]

00:02:12 ◼   ► here's my question is the tough one I want to know it out [TS]

00:02:16 ◼   ► Eddie you're a big sports fan I has Steve Dowling sent you to like [TS]

00:02:21 ◼   ► photography school for like taking pictures after sporting events now put [TS]

00:02:25 ◼   ► post-super bowl [TS]

00:02:26 ◼   ► you know I i love that because you may know him and I went to the Super Bowl [TS]

00:02:30 ◼   ► together and he's a huge Broncos fan huge Broncos fan and so when they won [TS]

00:02:37 ◼   ► the game we were we were all excited we got high-fiving each other we went onto [TS]

00:02:41 ◼   ► the field is taking the photos and he's so excited you want to congratulate him [TS]

00:02:44 ◼   ► and sent the picture out and then the next morning I wake up and I get to see [TS]

00:02:48 ◼   ► all of those messages and tweets and everything else and I thought it was [TS]

00:02:51 ◼   ► great [TS]

00:02:52 ◼   ► uh because it's it shows you know tim is just like you and me he's a huge sports [TS]

00:02:57 ◼   ► fan and was loved it and he loved his team actually won the superbowl I i said [TS]

00:03:03 ◼   ► this I I just thought it was that's exactly what i thought i thought it was [TS]

00:03:07 ◼   ► like Tim Tim as a human being and it's a real sports fans photo I thought it was [TS]

00:03:12 ◼   ► goofy but i thought was gonna be the reaction that people had to me it was [TS]

00:03:16 ◼   ► just a happy moment [TS]

00:03:17 ◼   ► alright I'm hoping I'm hoping to have a few more for you this year maybe another [TS]

00:03:21 ◼   ► repeat for the Warriors repeat with national championship you know well [TS]

00:03:25 ◼   ► that's what I don't know about the duplin I wasn't going to mention do [TS]

00:03:28 ◼   ► getty no no I was a look I've been we've been wanting to talk to you for like [TS]

00:03:33 ◼   ► three weeks but I told i told alli there's no way I'm going to talk to John [TS]

00:03:36 ◼   ► right now because we've been losing games straight so I waited to we won the [TS]

00:03:39 ◼   ► last we won the last like two games in a row where hot and I'm like let's get on [TS]

00:03:44 ◼   ► the call now now my smile a sports-related suggestion to you is just [TS]

00:03:48 ◼   ► in case the Warriors keep it up and just in case you know maybe WWDC sticks to [TS]

00:03:53 ◼   ► the typical schedule maybe you want to rehearse more and if you have extra [TS]

00:03:57 ◼   ► tickets for a warrior's finals game [TS]

00:03:59 ◼   ► I know a guy you know maybe could take them off your hands just saying to our [TS]

00:04:03 ◼   ► that's up you're on [TS]

00:04:07 ◼   ► I let's let's get down to brass tacks here one of the things one of the [TS]

00:04:12 ◼   ► reasons that this is even happening is that Apple is talking about and and [TS]

00:04:19 ◼   ► telling its users a lot more about what is coming down the pipeline in software [TS]

00:04:26 ◼   ► so for I mean and the best example of that is is that there's a big it's not [TS]

00:04:30 ◼   ► even like a developer page it's a big product marketing page on what's coming [TS]

00:04:34 ◼   ► in iOS 9.3 yeah yeah we we have a real feature release here with with 93 and so [TS]

00:04:45 ◼   ► we certainly wanted to talk about it and we also wanted to get out in public [TS]

00:04:48 ◼   ► seeds so many of you were running it certainly all of us here are and there's [TS]

00:04:56 ◼   ► a lot of really cool stuff we were able to do and we didn't want to wait all the [TS]

00:04:59 ◼   ► way till wdc to get out is so I I'm not imagining things that this is a at least [TS]

00:05:08 ◼   ► a subtle change away from keeping features as a sort of major you know new [TS]

00:05:15 ◼   ► features that you want to promote in in the OS as a monolithic 12 year at WWDC [TS]

00:05:21 ◼   ► will announce them and once a year a couple months later in the fall will [TS]

00:05:26 ◼   ► release them sort of schedule [TS]

00:05:29 ◼   ► yeah you know huge part of what we do with with iOS every year is we're really [TS]

00:05:34 ◼   ► advancing a platform for developers and you really can't sort of trickle out a [TS]

00:05:40 ◼   ► big change for developers at the platform level continuously throughout [TS]

00:05:44 ◼   ► the year so that's something where it makes a ton of sense for us to advance [TS]

00:05:49 ◼   ► at all at once have a conference get everyone early access to the SDKs that [TS]

00:05:55 ◼   ► they're going to use given a chance to get their apps ready and take advantage [TS]

00:05:58 ◼   ► of all the new capabilities and and then get out with a major OS but there are [TS]

00:06:03 ◼   ► things that we can do they don't have a characteristic you know and if you look [TS]

00:06:06 ◼   ► at the kind of features coming in 93 with our support for education and [TS]

00:06:12 ◼   ► you know shared use iPads in the classroom a poor for the night shift [TS]

00:06:16 ◼   ► feature or you know some of the improvements we made two photos or even [TS]

00:06:21 ◼   ► the smart keyboard handling on on the ipad pro these are things that you know [TS]

00:06:26 ◼   ► we want to get out right away to everyone because we think everyone can [TS]

00:06:29 ◼   ► enjoy them and they aren't the kind of things that really impact moving [TS]

00:06:32 ◼   ► platform forward for developers right it's not really developing changes but [TS]

00:06:37 ◼   ► it is there they're definitely major features one of my favorites is for the [TS]

00:06:41 ◼   ► smart keyboard that when you go to spotlight search you can arrow key down [TS]

00:06:46 ◼   ► to to the search results [TS]

00:06:49 ◼   ► yeah I know you you did helpfully note for us shortly after we shipped the ipad [TS]

00:06:54 ◼   ► pro that that we missed one there so it's been great to miss more than one [TS]

00:06:59 ◼   ► let me saying so we've been responding all the kind of great feedback we've [TS]

00:07:03 ◼   ► gotten on the ipad pro which were we're all excited about the device and so [TS]

00:07:07 ◼   ► excited about people have really embraced it but you know we all have our [TS]

00:07:11 ◼   ► as we all use it more deeply where we're all seeing things where we can improve a [TS]

00:07:16 ◼   ► bunch of things including the keyboard support and so we've taken this [TS]

00:07:18 ◼   ► opportunity in 932 to make some of those enhancements so it that is an [TS]

00:07:25 ◼   ► interesting thing so one of the things is you guys actually are all my state [TS]

00:07:29 ◼   ► not just you like Craig and Eddie but everybody on the executive leadership [TS]

00:07:34 ◼   ► team in addition to having you know these jobs that are very specific in [TS]

00:07:38 ◼   ► terms of responsibilities you're also users of the the products that Apple [TS]

00:07:43 ◼   ► makes oh yeah oh yeah no I mean half that that's why we're that's what we're [TS]

00:07:49 ◼   ► here for sure I mean no one was more enthusiastic to get access to the inside [TS]

00:07:54 ◼   ► of apple and and software than myself and and Eddie and certainly you know i'm [TS]

00:08:00 ◼   ► i am installing I think I probably install something like 500 versions i [TS]

00:08:05 ◼   ► mean literally it's 500,000 versions of OS 10 and iOS myself every year I mean I [TS]

00:08:10 ◼   ► have you know for max and for ipads and two phones and I upgrade the mall to the [TS]

00:08:17 ◼   ► newest build pretty much every day so i don't know i think i did the math wrong [TS]

00:08:21 ◼   ► i think it's like a hundred thousand versions of OS 10 [TS]

00:08:23 ◼   ► no I also install every year and John I but I've been doing this for more than [TS]

00:08:28 ◼   ► 30 years you know the way i started with this was bringing my mac into the office [TS]

00:08:34 ◼   ► for my first job and and so working on the mac for me was like a dream come [TS]

00:08:40 ◼   ► true so i live on our products every day i use all of our products every day [TS]

00:08:44 ◼   ► they're they're part of my life my kids my family and so it's great and we share [TS]

00:08:49 ◼   ► that experience and we give each other feedback and we you know we it's what we [TS]

00:08:55 ◼   ► do but so like you like eddie like you when you get like add a new macbook pro [TS]

00:09:02 ◼   ► or whatever you're going to use you know but you set it up yourself [TS]

00:09:06 ◼   ► oh absolutely might my phone first of all hopefully everyone can set it up [TS]

00:09:10 ◼   ► themselves except that we build it for and it's really easy i set it up by i [TS]

00:09:15 ◼   ► transfer my content from my old macbook or I just did a new imac as a matter of [TS]

00:09:20 ◼   ► fact I actually bought it myself I thought I went on the online store [TS]

00:09:23 ◼   ► I want to see what the experience was i ordered it checked all the mail i wanted [TS]

00:09:27 ◼   ► to see the mail the notifications that came to my phone and then installed at [TS]

00:09:31 ◼   ► all let me know no Joe getty seriously most meetings I mean with that eat some [TS]

00:09:35 ◼   ► point the meeting he breaks out one of his devices and starts upgrading it mid [TS]

00:09:39 ◼   ► meeting and then then we're able to get on the fly feedback on the new software [TS]

00:09:42 ◼   ► during the meeting so it's very helpful [TS]

00:09:45 ◼   ► I I know it sounds like a trivial question but it's something I've always [TS]

00:09:49 ◼   ► wanted to ask people like you because I can see it both ways where I know you [TS]

00:09:54 ◼   ► guys are technically adept and have the background to do it but on the other [TS]

00:09:58 ◼   ► hand as the senior vice president of a semi large corporation you don't have to [TS]

00:10:05 ◼   ► if you wanted to have somebody set up your stuff for you you could do it so [TS]

00:10:08 ◼   ► it's always been curious to me whether whether you guys go through it because [TS]

00:10:11 ◼   ► you want to get that like what's it like to be a real user experience or do you [TS]

00:10:17 ◼   ► take advantage of it you know the fact that you don't have to if you don't want [TS]

00:10:19 ◼   ► to [TS]

00:10:20 ◼   ► oh yeah it's not it's not just that I mean we were were both involved every [TS]

00:10:25 ◼   ► day in the development of the software that's that's being put together and so [TS]

00:10:30 ◼   ► we all want to run the latest thing that we were just in a HR review talking [TS]

00:10:35 ◼   ► about we want to get that feet [TS]

00:10:36 ◼   ► you're we talked about last week and start living on it so we can start [TS]

00:10:41 ◼   ► giving the team feedback on what we're seeing and so it's it's an integral part [TS]

00:10:46 ◼   ► of how we develop here is that we all live on the software and at the same [TS]

00:10:51 ◼   ► time I mean probably like yourself and you know where all the the tech support [TS]

00:10:55 ◼   ► teams for our families and our parents and our in-laws and so I have all my [TS]

00:11:01 ◼   ► kids are running the beta's all the time so we get we get live live feedback and [TS]

00:11:06 ◼   ► helpful feedback from the whole family non-stop where were immersed in the [TS]

00:11:10 ◼   ► Apple universe of the feedback let me look John let me give you an example of [TS]

00:11:14 ◼   ► something like this happens all the time for me i am using our products are this [TS]

00:11:18 ◼   ► weekend i was using apple TV got the new Apple TV and by the way which we should [TS]

00:11:22 ◼   ► talk about there's a lot of great new features coming out with this this is a [TS]

00:11:26 ◼   ► major release of apple TV but i'm doing a a purchase of a movie and I've got a [TS]

00:11:32 ◼   ► family plan Apple music the whole thing with everybody and the message that [TS]

00:11:36 ◼   ► comes up on the screen says somebody from your family has already purchased [TS]

00:11:40 ◼   ► this would you like to buy it again I pretty dumb message and and so it's an [TS]

00:11:48 ◼   ► example of i got on there and it's like you know I'm talking to my team why are [TS]

00:11:51 ◼   ► we doing it this way and it's just a history thing of before there was family [TS]

00:11:54 ◼   ► plan it would ask you that question because it was single user once you have [TS]

00:11:57 ◼   ► a family plan to just download it shouldn't even bother to ask you and so [TS]

00:12:02 ◼   ► you know we live both Craig and I and that's that's part of what we love doing [TS]

00:12:06 ◼   ► and so it's it's great to be able to have an impact and change these things [TS]

00:12:10 ◼   ► because we're using them ourselves [TS]

00:12:13 ◼   ► that's a perfect example i was one of the questions I wanted to ask you what [TS]

00:12:16 ◼   ► was the last bug that you encountered yourself and that's a good one and that [TS]

00:12:20 ◼   ► it's an interesting explanation right and it just to clarify what you're [TS]

00:12:23 ◼   ► saying is it saying that the person who's now in your family plan [TS]

00:12:28 ◼   ► who made that purchase earlier made the purchase before there was a thing called [TS]

00:12:31 ◼   ► the family plan and therefore it did not automatically download know was that it [TS]

00:12:36 ◼   ► was only what they did make the purchase [TS]

00:12:38 ◼   ► they were part of the family plan originally when we were doing this [TS]

00:12:41 ◼   ► there wasn't a thing is family planning so was designed just to ask you if you [TS]

00:12:46 ◼   ► want to purchase again when we did this software for [TS]

00:12:49 ◼   ► family plan we didn't take into account that we just said all somebody already [TS]

00:12:52 ◼   ► purchased it [TS]

00:12:53 ◼   ► I kind of just downloading we didn't do that but i want to give you since you [TS]

00:12:56 ◼   ► said i want to give a little to tell you a little bit of crazy Craig and I are [TS]

00:12:59 ◼   ► about this stuff and you said what's the latest cause it just reminded me of of [TS]

00:13:04 ◼   ► this um I was installing a new version of OS 10 on my imac it's a non release [TS]

00:13:09 ◼   ► version couple days ago and I ran into a problem that i couldn't I knew would be [TS]

00:13:16 ◼   ► very difficult to recreate and this is about seven thirty at night just gotten [TS]

00:13:19 ◼   ► home to me up the update and I called crack up and i said here's here's the [TS]

00:13:24 ◼   ► problem that i've got i was leaving the next day to yuma arizona by the way i [TS]

00:13:28 ◼   ► want to give a shout out to the kids and teachers out in Yuma Arizona that are [TS]

00:13:33 ◼   ► using iPads but I called Craig up told him about the problems that look I'm [TS]

00:13:37 ◼   ► leaving tomorrow i said i want you guys to kind of look at this because i think [TS]

00:13:41 ◼   ► this is it's kind of weird i don't think it's going to be easy to recreate it [TS]

00:13:44 ◼   ► sure so I took the imac put in my car drove to crack house gave him the imac [TS]

00:13:48 ◼   ► came back home one of my trip [TS]

00:13:50 ◼   ► Krakens engineering the engineers looking at it figure it out and the next [TS]

00:13:54 ◼   ► day got the imac back so it was sort of like preserving a crime scene [TS]

00:14:00 ◼   ► that's right except you find out at the end of no crime was committed can we fix [TS]

00:14:05 ◼   ► it [TS]

00:14:06 ◼   ► yeah right but if you can you know if you have a bug or just an edge case that [TS]

00:14:12 ◼   ► you're worried you can't reproduce [TS]

00:14:14 ◼   ► it's like you really do just want to like freeze the computer right where it [TS]

00:14:17 ◼   ► is and let the engineers you know start debugging yeah absolutely and it was was [TS]

00:14:24 ◼   ► helpful that Eddie was was on the case on that one [TS]

00:14:27 ◼   ► that's a really great story that i love that it is dr tops it off of you [TS]

00:14:33 ◼   ► it's good to know people but that's it is ok it's interesting but it's that's [TS]

00:14:39 ◼   ► exactly the sort of question I had is how how involved do you guys get when [TS]

00:14:43 ◼   ► you run into one of these little you know it's inevitable i mean there's [TS]

00:14:47 ◼   ► nobody has ever written bug free software it's the nature of software but [TS]

00:14:51 ◼   ► what do you guys do when you guys encounter it and that's the drive over [TS]

00:14:55 ◼   ► to Craig's house is the end [TS]

00:14:58 ◼   ► so before we forget let's just go back and talk about what's coming up in apple [TS]

00:15:03 ◼   ► TV so the right now it's a it's a beta its TV OS 9.2 and there is a lot of it [TS]

00:15:11 ◼   ► really is a major feature just off the top of my head [TS]

00:15:13 ◼   ► serie dictation for text entry and searching for apps that's something [TS]

00:15:19 ◼   ► people started complaining about as soon as the new Apple TV shipped that's a big [TS]

00:15:24 ◼   ► one [TS]

00:15:25 ◼   ► yeah it's huge look when you when you get your appletv the first time the [TS]

00:15:29 ◼   ► first thing you got to do is enter your eyes your Apple ID and your password and [TS]

00:15:33 ◼   ► being able to have got serious built into this remote why not just tell it [TS]

00:15:38 ◼   ► and spell it out instead of having to you know go through the typing mechanism [TS]

00:15:42 ◼   ► of doing it and so we wanted to do that right from the beginning and then [TS]

00:15:45 ◼   ► searching on the app store we added searching across movies TV shows and and [TS]

00:15:50 ◼   ► netflix and hulu we've added a bunch of new content providers like FX you can [TS]

00:15:54 ◼   ► search disney channel we're adding we continue to add more but obviously the [TS]

00:15:58 ◼   ► app store is a huge one and and so we've done that we've added some languages [TS]

00:16:02 ◼   ► spanish french to that and we've added iCloud photo library full support so you [TS]

00:16:09 ◼   ► can see all of your photos and also as you one of the things that you've [TS]

00:16:13 ◼   ► noticed if you've downloaded a lot of apps on the App Store from the app store [TS]

00:16:16 ◼   ► having folders now so just like you have on iOS you can add folders right so you [TS]

00:16:22 ◼   ► know you could just group together all your little arcade games put them in an [TS]

00:16:26 ◼   ► arcade folder that's right right [TS]

00:16:30 ◼   ► what can you tell me i know this is from the list understand is how lazy i am [TS]

00:16:34 ◼   ► preparing for a very important talk show one of the features conference room [TS]

00:16:39 ◼   ► display mode but what is that we had this in the original apple TV and part [TS]

00:16:45 ◼   ► of this is if you know most conference rooms from Wi-Fi connectivity is into [TS]

00:16:49 ◼   ► the network's you have people you have private networks that are set up for the [TS]

00:16:54 ◼   ► corporation but then you know somebody comes in to present and you don't really [TS]

00:16:58 ◼   ► want to let them into your private network from the company and so we have [TS]

00:17:02 ◼   ► this capability and and we wanted to add that to the apple TV so that it would be [TS]

00:17:06 ◼   ► easy for people to come in and present [TS]

00:17:08 ◼   ► but now we can we can also lock the display so that instead of showing you [TS]

00:17:13 ◼   ► the latest top movies at the beginning of every meeting I can just tell you [TS]

00:17:17 ◼   ► that you can airplay to it so we we all stay on top of all the top films here at [TS]

00:17:21 ◼   ► Apple we start every meeting but now we have now we have an alternative that's [TS]

00:17:24 ◼   ► true so it's not it's really series why'd I mean this affects every platform [TS]

00:17:31 ◼   ► but the expansion to include new languages [TS]

00:17:35 ◼   ► obviously that is really super important to let's just say people who speak [TS]

00:17:39 ◼   ► Spanish it's really like a make-or-break feature how how difficult is that to do [TS]

00:17:47 ◼   ► each language going you know to keep adding languages to Siri and to keep the [TS]

00:17:52 ◼   ► the level of quality of of series recognition that we have over 35 [TS]

00:17:58 ◼   ► languages in Serie apple TV presents and actually an interesting problem compared [TS]

00:18:05 ◼   ► to just $PERCENT serious self in that a lot of the things that you search for [TS]

00:18:08 ◼   ► are not in the native language you're speaking [TS]

00:18:10 ◼   ► so you're actually let's say speaking in Spanish but you're searching for an [TS]

00:18:14 ◼   ► English title and so Cirie has to be aware that it's actually able to speak [TS]

00:18:21 ◼   ► multiple languages because you wouldn't in and understand when it is that it's [TS]

00:18:26 ◼   ► asking for a title versus what it is that you're actually giving a verb or [TS]

00:18:30 ◼   ► noun to it from that and so it's an interesting challenging problem which is [TS]

00:18:34 ◼   ► why we've been adding languages to Syria we're not quite a tu apple TV we're not [TS]

00:18:37 ◼   ► quite up to 35 that Cirie has but we'll keep adding on and it's supporting that [TS]

00:18:42 ◼   ► multilanguage aspect of Syria that makes it makes it even more fun for us to try [TS]

00:18:47 ◼   ► to resolve yeah are our machine learning teams at an apple and within the Serie [TS]

00:18:53 ◼   ► team have done some remarkable work and I know you've noticed some of the [TS]

00:18:57 ◼   ► improvements to series both performance and its ability to recognize but the [TS]

00:19:01 ◼   ► core technology has improved so much that it's really helped us get high [TS]

00:19:05 ◼   ► accuracy when we're take on all of all of these new languages and some of these [TS]

00:19:11 ◼   ► challenges like now we have to know not just that you're speaking Spanish but [TS]

00:19:14 ◼   ► while you're speaking Spanish you're talking about they might be giants but [TS]

00:19:17 ◼   ► you're pronouncing those words with a Spanish accent and Cirie needs to [TS]

00:19:20 ◼   ► recognize that these are these are [TS]

00:19:22 ◼   ► kind of things that you know a few years ago were just out of reach and now we [TS]

00:19:26 ◼   ► have the core technology to do it and I think the experience with series just [TS]

00:19:30 ◼   ► takin some giant leaps forward by the way and Anna at a huge scale these are [TS]

00:19:37 ◼   ► billions of requests that come in every week to Siri across all the platforms [TS]

00:19:42 ◼   ► that's right so in addition to that here's another one that added to a TV OS [TS]

00:19:50 ◼   ► 9.2 is sort of the old school way of text entry bluetooth keyboard support [TS]

00:19:55 ◼   ► and it's a little thing but it it's one of those things where the old apple TV [TS]

00:20:02 ◼   ► supported it including at set up so that you could set up like if you had the [TS]

00:20:07 ◼   ► apple magic keyboard you could you could connect to it and then the new Apple TV [TS]

00:20:12 ◼   ► came out and it didn't have it and everybody was some people maybe we're a [TS]

00:20:16 ◼   ► little annoyed that everything they had to do with the new Apple TV and november [TS]

00:20:20 ◼   ► was up down left right to you know where everything is [TS]

00:20:25 ◼   ► is this just an issue of paper it was a new version of TV OS all-new it's you [TS]

00:20:31 ◼   ► know integrating it with iOS we just didn't get to it by November or was this [TS]

00:20:35 ◼   ► like a rethink like hey a lot of people are asking us for bluetooth keyboard [TS]

00:20:39 ◼   ► support let's let's go back and put it back in [TS]

00:20:41 ◼   ► that's a great question in that case it was really simple we were doing the new [TS]

00:20:44 ◼   ► OS and it's something we wanted to get to [TS]

00:20:46 ◼   ► we knew it wasn't the majority of customers and so we felt like we could [TS]

00:20:50 ◼   ► add it later and we always planned it and yes i did get a few emails and [TS]

00:20:54 ◼   ► tweets about it okay [TS]

00:20:56 ◼   ► you know it's just hilarious about this those is we we have a very vocal [TS]

00:21:01 ◼   ► community as you know and when we were getting this feedback area even actually [TS]

00:21:08 ◼   ► before before making decision not including the first release that the [TS]

00:21:10 ◼   ► team had done the analysis based on our diagnostics and usage data you know how [TS]

00:21:14 ◼   ► about how many customers use bluetooth keyboard with their with their apple TV [TS]

00:21:18 ◼   ► every week and they charted it out over time and it's a it's a it's a small rate [TS]

00:21:23 ◼   ► relative to the you know many people people are using the built-in remote and [TS]

00:21:27 ◼   ► so forth but we noticed that that rate of use of the bluetooth keyboard dropped [TS]

00:21:31 ◼   ► to almost nothing during WWDC [TS]

00:21:34 ◼   ► and what this dullness was pretty much everyone is using it as a developer [TS]

00:21:38 ◼   ► who's going to WWDC or an apple employee now that doesn't stop all of them from [TS]

00:21:43 ◼   ► riding Eddie when it when it was missing but just to give you a sense of kind of [TS]

00:21:46 ◼   ► what's going on underneath all that that's that is hilarious and because i [TS]

00:21:52 ◼   ► was gonna I was going to say that i think it's it's a hard sell across your [TS]

00:21:58 ◼   ► family like whether there's one person in the family is who you know [TS]

00:22:02 ◼   ► technically adept wants to put a bluetooth keyboard in the living room i [TS]

00:22:05 ◼   ► think it's a hard sell family-wide to keep keeping keyboard in the living room [TS]

00:22:09 ◼   ► and we do have a little bit something even a little bit better coming out in a [TS]

00:22:12 ◼   ► few months which is we have a new remote app so that if you have your iphone you [TS]

00:22:17 ◼   ► can use the keyboard on the iphone to do that and I think that certainly will get [TS]

00:22:21 ◼   ► a lot more use and and more than that I mean really the full no sirree to your [TS]

00:22:25 ◼   ► phone communicating with your TV and it's a it's a great upgrade to that app [TS]

00:22:29 ◼   ► what you think there's a remote app for the iphone now that you can connect [TS]

00:22:34 ◼   ► apple TV there is correct set it only does the keyboard the new remote Apple [TS]

00:22:39 ◼   ► do all of the capabilities that the the existing new Apple TV remote does like [TS]

00:22:44 ◼   ► Siri and and like gestures for instance because you have obviously it you know [TS]

00:22:47 ◼   ► the trackpad function of the remote can be done with your phone now to with that [TS]

00:22:51 ◼   ► remote so it's a really full replacement [TS]

00:22:54 ◼   ► oh so i have a scoop here yeah eco that's actually heard it here first [TS]

00:22:59 ◼   ► well you can't brought you can't broadcast this for three months yeah I [TS]

00:23:05 ◼   ► think that's going to actually make a lot of people very happy though and it [TS]

00:23:07 ◼   ► might it would that work with some of the games too so that if there's a [TS]

00:23:12 ◼   ► two-player game that somebody could use their phone and have it be the slider [TS]

00:23:16 ◼   ► and somebody else can use the remote [TS]

00:23:18 ◼   ► yes that's exactly you can use the metal the apple TV remote for one person and [TS]

00:23:22 ◼   ► their phone for the second person that sounds great let's move on and sort of [TS]

00:23:30 ◼   ► talk about something that it almost feels like a groundhog day and it's [TS]

00:23:34 ◼   ► almost you know since its februari it actually is close to Groundhog Day is [TS]

00:23:37 ◼   ► that last year there were a couple of posts that came up early in the year [TS]

00:23:40 ◼   ► about Apple having [TS]

00:23:41 ◼   ► little tiny sort of death by a thousand paper cuts software problems across the [TS]

00:23:48 ◼   ► board and there was a lot of discussion about it and sort of culminated at least [TS]

00:23:52 ◼   ► for me when Phil Schiller was on the show at the live show WWDC and we talked [TS]

00:23:58 ◼   ► about it and I thought phil talked about it really openly and then it seemed to [TS]

00:24:03 ◼   ► fade away from the industry discussion and then last week [TS]

00:24:08 ◼   ► Walt Mossberg had a column in the headline was apple's a problem you got [TS]

00:24:15 ◼   ► what do you guys say to this this just the general nothing specific that's not [TS]

00:24:18 ◼   ► getting any specific app but the general idea that apple's software is has [TS]

00:24:23 ◼   ► declined in quality [TS]

00:24:25 ◼   ► let's say over the last five years i would say first that there's nothing we [TS]

00:24:31 ◼   ► care about more so you know it's not just me and Eddie finally lots of radars [TS]

00:24:37 ◼   ► and you know using our devices but everyone who works here at Apple we [TS]

00:24:41 ◼   ► recognize is the single most important thing about what we do and what we come [TS]

00:24:45 ◼   ► to work to do every day so I take extremely seriously anytime any of our [TS]

00:24:52 ◼   ► customer says that they are having the experience that they expected from us [TS]

00:24:56 ◼   ► and and clearly waltz article indicates that he is at the moment in that camp [TS]

00:25:02 ◼   ► III look at it and say I know our core software quality has improved over the [TS]

00:25:11 ◼   ► last five years and improved significantly but the bar just keeps [TS]

00:25:18 ◼   ► going up and that's a bar that we embrace that is a challenge that you [TS]

00:25:23 ◼   ► know every year we realize we the things we were good at last year and the [TS]

00:25:28 ◼   ► techniques we were using to build the best software we can are not adequate [TS]

00:25:33 ◼   ► for the next year because the bar keeps going up we have a billion active [TS]

00:25:37 ◼   ► devices now and you know if you think back to just nine years ago now with the [TS]

00:25:42 ◼   ► iphone it how much think back then of kind of how you interface with [TS]

00:25:48 ◼   ► technology and comparatively how narrowly each of us interface with [TS]

00:25:52 ◼   ► technology and now think about how integral [TS]

00:25:55 ◼   ► your iPhone your iPad and and still your Mac are to your life how many hours a [TS]

00:26:01 ◼   ► day I mean we see the usage metrics and year after year is our team builds a new [TS]

00:26:06 ◼   ► phone and thinks a batteries we put in this phone we have to go back to them [TS]

00:26:09 ◼   ► and say guys actually gonna have to update a good because people are using [TS]

00:26:12 ◼   ► their phones more than ever this year and we see that trend go up and up and [TS]

00:26:15 ◼   ► up and people are doing more and more and what this means is when you have a [TS]

00:26:19 ◼   ► billion people running phones in every corner of their lives with all of these [TS]

00:26:23 ◼   ► third-party apps and all these countries and all these languages that they're [TS]

00:26:28 ◼   ► going they're going to be issues there were always issues but now these issues [TS]

00:26:31 ◼   ► are are you know you have plenty of people that that can can encounter one [TS]

00:26:35 ◼   ► here and there and it gets it gets amplified and maybe I could ask you I [TS]

00:26:40 ◼   ► mean I i feel like something if you go back five years or ten years in in just [TS]

00:26:45 ◼   ► the nature of Internet journalism and the press and how stories like this get [TS]

00:26:49 ◼   ► communicated and amplified is is change things a little bit as well and so I [TS]

00:26:54 ◼   ► think that plays into this the the the element of why are we hearing about this [TS]

00:26:58 ◼   ► again or why do we hear about it and in in the way we do but i know we put just [TS]

00:27:04 ◼   ► tremendous focus on improving our game every year [TS]

00:27:09 ◼   ► yeah I there's there's a certain aspect to the the basic idea that to me is a [TS]

00:27:17 ◼   ► little bit more of a of then not just me I'm saying what I detect when I when I [TS]

00:27:21 ◼   ► see people nodding their heads in agreement on Twitter and and and follow [TS]

00:27:26 ◼   ► posts to say that the like mossberg column last week that it's more of a gut [TS]

00:27:31 ◼   ► feeling than anything that anybody can put their finger on and say there's this [TS]

00:27:36 ◼   ► one thing that you know it absolutely terrible and I know just from you know [TS]

00:27:44 ◼   ► talking with bill last year and like what you're saying now that you guys [TS]

00:27:48 ◼   ► have a lot of ways that you measure this stuff with real analytics from the [TS]

00:27:54 ◼   ► Diagnostics that people explicitly opt-in to provide to you when they're [TS]

00:27:59 ◼   ► setting up devices that's right and that it there [TS]

00:28:03 ◼   ► I sense that you guys I mean you two are both you know optimistic cheerful people [TS]

00:28:07 ◼   ► but I'd I can't [TS]

00:28:08 ◼   ► help but i suspect and it's not coming from your voices here on this show but I [TS]

00:28:13 ◼   ► just suspect in general that there's a sort of frustration within the walls at [TS]

00:28:17 ◼   ► Apple that you guys have these numbers thats a software quality is going up and [TS]

00:28:23 ◼   ► then on the outside everybody is saying wow so Apple software their their eyes [TS]

00:28:27 ◼   ► off the ball is that is it frustrating [TS]

00:28:29 ◼   ► no look I think you said a few words that i would i would disagree with you [TS]

00:28:33 ◼   ► said everybody i think right [TS]

00:28:35 ◼   ► the vast majority of our customers are quite happy with our products and the [TS]

00:28:39 ◼   ► feedback that they they get and and they ask for help and that's why we built [TS]

00:28:43 ◼   ► things like genius bars which have been very popular why we you know we spend a [TS]

00:28:48 ◼   ► great deal of money and effort on our apple care and support line so that when [TS]

00:28:52 ◼   ► people need help you know training all of those things so i think it's it's not [TS]

00:28:58 ◼   ► to say that we don't have any bugs or that we don't have any issues every [TS]

00:29:02 ◼   ► every piece of software does we care deeply about it which is why we all you [TS]

00:29:06 ◼   ► know do all these different touch points monitor them look at the make sure we're [TS]

00:29:10 ◼   ► addressing them and and at the same time is doing that upping the game even more [TS]

00:29:15 ◼   ► because part of upping the game is not just standing still and making things [TS]

00:29:19 ◼   ► that you have work but making them even better make him easier to use those are [TS]

00:29:24 ◼   ► all the things we have to at the same time in apple customers deserve the best [TS]

00:29:30 ◼   ► and that's that's absolutely what we're signed up for so if if in way when we [TS]

00:29:36 ◼   ► hear people are having challenges I'm on the one hand where were frustrated of [TS]

00:29:43 ◼   ► course to hear it overall characterized as as this the quality is dropping [TS]

00:29:49 ◼   ► overall because because we know that's not true but at the same time there's [TS]

00:29:52 ◼   ► certainly reality too if people are having these experiences then there's [TS]

00:29:58 ◼   ► something we can improve and i can tell you than the number of meetings we have [TS]

00:30:03 ◼   ► and have had even over the last few weeks where we're constantly talking [TS]

00:30:06 ◼   ► about how do we up the game because he'd when you talk about a billion customers [TS]

00:30:12 ◼   ► and you talk about the kind of upgrade rates we have I mean I I think back to [TS]

00:30:16 ◼   ► when we ship snow leopard and you know how many people install 10 . six . o [TS]

00:30:21 ◼   ► it effectively no one [TS]

00:30:24 ◼   ► look I mean you know it approximately no one in fact we used to talk about what [TS]

00:30:29 ◼   ► the the upgrade rate to this OS will about match the sales of new max that [TS]

00:30:32 ◼   ► have it installed [TS]

00:30:34 ◼   ► you know I mean people just didn't upgrade if they did upgrade it's like [TS]

00:30:37 ◼   ► why do we wait for 10 . six . five or something that you know now we release a [TS]

00:30:41 ◼   ► piece of software and in a matter of a couple of weeks we have you know coming [TS]

00:30:47 ◼   ► up on fifty percent of our base running that piece of software i mean hundreds [TS]

00:30:51 ◼   ► of millions of people suddenly pounding on it running a diversity of apps that [TS]

00:30:56 ◼   ► just is is unprecedented and and using it in these incredibly connected ways [TS]

00:31:00 ◼   ► and so yeah the bar the bar is higher and we will continue to adapt every year [TS]

00:31:08 ◼   ► to meet that challenge and the scale the scale John for this is truly amazing [TS]

00:31:14 ◼   ► because of the you usage that people i mean they rely on these for their lives [TS]

00:31:18 ◼   ► I'll give you a couple points that we peek out at 200,000 messages a second [TS]

00:31:24 ◼   ► that are sent on messages for example we do 750 million transactions every week [TS]

00:31:32 ◼   ► in our App Store itunes store we've done billions of dollars now you're talking [TS]

00:31:37 ◼   ► about dollars for payments and Apple pay so you know this is like it's a part of [TS]

00:31:43 ◼   ► everyone's lives and it's great we love this this is the reason why we know we [TS]

00:31:49 ◼   ► do what we do and we get up in the morning we're excited about coming in is [TS]

00:31:52 ◼   ► because we can do more and so the scale of this is is HUGE HUGE [TS]

00:31:59 ◼   ► so what was the number 4 hot for messages 200k per second at the peak [TS]

00:32:04 ◼   ► that's right that's people got a lot to say apparently yeah that was probably [TS]

00:32:09 ◼   ► right like right at the moment in the first quarter the superbowl where they [TS]

00:32:14 ◼   ► didn't overturn that catch [TS]

00:32:16 ◼   ► hey force obviously for some reason it was really high from North Carolina I [TS]

00:32:21 ◼   ► don't know what was but that is extraordinary [TS]

00:32:26 ◼   ► so that that Eddie that gets to a specific point and this is clearly and [TS]

00:32:31 ◼   ► in a ball that's in your court is is the general [TS]

00:32:35 ◼   ► I mean that Apple doesn't do online service as well and you know that's [TS]

00:32:40 ◼   ► that's your responsibility [TS]

00:32:42 ◼   ► Oh what do you say to that well I i think you go back to the things that we [TS]

00:32:48 ◼   ► do really well some of that we earned to be clear right part of the reason we did [TS]

00:32:53 ◼   ► that many years ago with mobileme your maps but we've corrected those and you [TS]

00:32:57 ◼   ► look at iCloud we do you know we have 782 million I cloud users some have [TS]

00:33:04 ◼   ► multiple devices which is why we have a billion devices they upload billions of [TS]

00:33:09 ◼   ► photos every single week every single day and you you look at the scale of [TS]

00:33:15 ◼   ► messages you look at Apple pay you look at our stores we run some of the largest [TS]

00:33:21 ◼   ► services in the world very successfully you take a look at maps we've we've [TS]

00:33:28 ◼   ► corrected more than a two-and-a-half million customer feedback that we've [TS]

00:33:34 ◼   ► gotten from customers directly to maps that we've corrected and notified them [TS]

00:33:37 ◼   ► back that we fix them so that the scale of this is huge and I would compare it [TS]

00:33:42 ◼   ► to any company out there and and the ramp is unbelievable I mean you consider [TS]

00:33:47 ◼   ► when we launched a new release of iOS and OS 10 and the corresponding cloud [TS]

00:33:52 ◼   ► services how we go from effectively 02 unbelievable international scale you [TS]

00:34:01 ◼   ► know literally overnight [TS]

00:34:03 ◼   ► it's incredible and the team has you know done that at a scale i think that [TS]

00:34:08 ◼   ► is I I can't think of another another example of what happens when we turn the [TS]

00:34:13 ◼   ► lights on on and on a new service like we do and you know it did generally goes [TS]

00:34:19 ◼   ► off without a hitch [TS]

00:34:20 ◼   ► the other thing i love about which is I i love this [TS]

00:34:23 ◼   ► we were not harping our services as the brand the service isn't the the thing [TS]

00:34:29 ◼   ► it's the experience and so you know whether you're typing in a note on your [TS]

00:34:34 ◼   ► iPhone and it's on your Mac we're not advertising this is not-- services or [TS]

00:34:40 ◼   ► anything we just want the experience to be so a lot of these things are behind [TS]

00:34:43 ◼   ► the scenes and they just work and it's great for customers [TS]

00:34:46 ◼   ► yeah even I message is a good example of that and i personally have I i I'd send [TS]

00:34:53 ◼   ► i don't know i i'm a big chunk of that 200,000 messages per second [TS]

00:34:57 ◼   ► I idea I spend I send a lot of messages and almost all my messages are blue [TS]

00:35:04 ◼   ► well yeah you have to have good friends [TS]

00:35:07 ◼   ► yes smart 1i but if you just look at how many people are using a I message and [TS]

00:35:17 ◼   ► how many messages they're sending it compares you know very very favorably to [TS]

00:35:22 ◼   ► a lot of the independent messaging apps and services out there like what at what [TS]

00:35:28 ◼   ► happened we chattin and things like that that and and I feel like that's one of [TS]

00:35:33 ◼   ► those things that apple doesn't really get credit for that they've got this [TS]

00:35:35 ◼   ► messaging service with a extraordinary number of users who are extraordinarily [TS]

00:35:41 ◼   ► engaged with it and it's it's not really figured into you know what Apple does it [TS]

00:35:46 ◼   ► all because you guys don't really brand it that way you're just like hey just [TS]

00:35:49 ◼   ► use this app and send it you know send it to the send your message to the [TS]

00:35:53 ◼   ► person you know and it goes through [TS]

00:35:54 ◼   ► yeah I think that's what's what's great really about about what we do is we tie [TS]

00:36:00 ◼   ► together you know the hardware the software and services in a way that you [TS]

00:36:05 ◼   ► aren't thinking you just used a cloud service necessarily when you bought your [TS]

00:36:09 ◼   ► new iphone and all your settings came back exactly the way expected and so [TS]

00:36:12 ◼   ► forth or when we do a feature like Apple pay I mean Apple pay is a hardware [TS]

00:36:16 ◼   ► feature it's a software feature it's a cloud feature and it just works and it's [TS]

00:36:23 ◼   ► a tremendous complex undertaking but the customer doesn't have to think about any [TS]

00:36:27 ◼   ► of those component pieces they they get an experience that hopefully delights [TS]

00:36:31 ◼   ► them i'll give you a real quick anecdote hopefully quick i was on an airplane [TS]

00:36:35 ◼   ► recently and [TS]

00:36:37 ◼   ► is the plane took off and I got on the Wi-Fi and an online service from a [TS]

00:36:42 ◼   ► different company wasn't an apple thing with somebody else gave me a warning [TS]

00:36:46 ◼   ► that I couldn't you know look like I was signing in from an unusual location [TS]

00:36:49 ◼   ► because it was I don't know where the plane Wi-Fi was saying from how do i [TS]

00:36:53 ◼   ► want to verify that it's really me and I the only options were to get a phone [TS]

00:36:57 ◼   ► call or an SMS text message which yeah I can't get because I'm 10,000 feet up in [TS]

00:37:02 ◼   ► here and I showed it to the guy this that my friend for the day sitting next [TS]

00:37:06 ◼   ► to me on the plane who you know we spoken before the flight took off and he [TS]

00:37:11 ◼   ► was like oh you can get text I'm texting my I'm texting my wife right now he was [TS]

00:37:15 ◼   ► sending an is right and I just like oh yeah okay I'll do that you know didn't [TS]

00:37:19 ◼   ► want to explain but it used a hit he thought he was solving my problem [TS]

00:37:23 ◼   ► because he just thought wow it's great this is absolutely wonderful i'm texting [TS]

00:37:26 ◼   ► right now [TS]

00:37:27 ◼   ► he didn't really have to think about what he's using to text she's just doing [TS]

00:37:31 ◼   ► it [TS]

00:37:32 ◼   ► yeah i think it's a fantastic example so let's shift from services to talk about [TS]

00:37:44 ◼   ► a specific software which isn't really about how it works but really sort of [TS]

00:37:49 ◼   ► how its design and it's it's itunes on the desktop and here is where i wanted [TS]

00:37:53 ◼   ► to quote wall so here's what Walt Mossberg wrote Apple's iTunes program [TS]

00:37:58 ◼   ► was once the envy of the world combined digital music storm player it could also [TS]

00:38:02 ◼   ► sync your ipod and it worked on both Mac and Windows it was reasonably fast and [TS]

00:38:06 ◼   ► very sure-footed now I dread opening the thing that and and that's sort of [TS]

00:38:14 ◼   ► damning and the thing that to me is more damning is that i don't i see a lot of [TS]

00:38:19 ◼   ► people who agree with that and I don't see anybody who really disagrees with it [TS]

00:38:24 ◼   ► yeah I look I let's go back to waltz waltz thing specifically to address [TS]

00:38:29 ◼   ► which is performance issues in that we've actually looked at nothing to do [TS]

00:38:35 ◼   ► with itunes but your question is still dead on because it's something we [TS]

00:38:38 ◼   ► started about two years ago thinking about what we wanted to do with itunes [TS]

00:38:41 ◼   ► and let me walk you back with what was designed from and where I think it can [TS]

00:38:47 ◼   ► go to so first of all we designed in a time when everybody was sinking directly [TS]

00:38:53 ◼   ► via cable so the things didn't exist in the cloud and having a centralized place [TS]

00:38:59 ◼   ► where all of your content was there to sync was really key because it made it [TS]

00:39:03 ◼   ► really easy to do didn't matter where the content was you didn't have to [TS]

00:39:06 ◼   ► launch multiple apps you didn't have a separate app that made it really [TS]

00:39:09 ◼   ► difficult to see and so it works really really well and by the way given that we [TS]

00:39:13 ◼   ► have a billion devices out there there's still hundreds of millions of people [TS]

00:39:16 ◼   ► doing exactly that when we went to apple music we said well let's see we're [TS]

00:39:21 ◼   ► building a new service why don't we do it all in the cloud its Apple music soul [TS]

00:39:24 ◼   ► in the cloud let's do it that way and one of the things that we wanted to do [TS]

00:39:29 ◼   ► that was different was we didn't want just the music that lived in the cloud [TS]

00:39:32 ◼   ► if you had music whether it was you know a live performance Bruce Springsteen for [TS]

00:39:38 ◼   ► example which i just bought haven't seen the new show and I'm a huge bruise fan [TS]

00:39:42 ◼   ► how do i get that to the cloud well and most the services that are out there [TS]

00:39:45 ◼   ► there's no way to do that because it was an itunes that lets you do that and it's [TS]

00:39:49 ◼   ► very easy to upload that into the cloud and then exist in all of your devices [TS]

00:39:53 ◼   ► and so we decided that in the short term we wanted to do is is really make it so [TS]

00:39:58 ◼   ► that when you're in music and itunes all you see is music and and if you were [TS]

00:40:03 ◼   ► doing a separate music app it would really look a lot like itunes when [TS]

00:40:07 ◼   ► you're in the music player because there's only one area where you pick [TS]

00:40:11 ◼   ► which media type you want to do [TS]

00:40:13 ◼   ► that's not to say that we are continuing and will continue to think about what's [TS]

00:40:17 ◼   ► the best way to architect the app and whether it makes sense to a separate app [TS]

00:40:21 ◼   ► for some of the components that are in their all the components that are in [TS]

00:40:24 ◼   ► there but right now we think we've designed itunes and and you'll see it [TS]

00:40:28 ◼   ► we've got a new refreshed with the new version of os pendants coming out [TS]

00:40:32 ◼   ► next month that makes it even easier to use in the music space and they're [TS]

00:40:37 ◼   ► definitely there's a big responsibility and transitioning the experiences for [TS]

00:40:42 ◼   ► for a lot of these apps so these are so important to people we see it every time [TS]

00:40:46 ◼   ► we change them at all you know there are cases where you look at photos where we [TS]

00:40:50 ◼   ► did a really bold rethink of where photos needed to go and and how to [TS]

00:40:55 ◼   ► transition and by and large I think that's been well-received and I I i [TS]

00:41:00 ◼   ► personally love it and but but you'll hear people who say hold on you know [TS]

00:41:04 ◼   ► there was a reason why i like the way things used to be and people are pretty [TS]

00:41:08 ◼   ► serious about their music and about their collection and so I think I think [TS]

00:41:15 ◼   ► we we talk a lot we debate pretty heavily internally the right the right [TS]

00:41:19 ◼   ► way to evolve these things and and you know we we tend to err on the side of [TS]

00:41:23 ◼   ► being pretty bold but there there's a lot of responsibility we could be you [TS]

00:41:29 ◼   ► get the other side of these these stories you know some of the people when [TS]

00:41:33 ◼   ► you talk about people not in your your head if I if I look at some of the [TS]

00:41:36 ◼   ► comments that come online when people say yeah apple apples quality is bad and [TS]

00:41:41 ◼   ► someone will say yeah like when they took away my my I photo and replaced [TS]

00:41:45 ◼   ► with photos I don't like the new Photos app and that's why they think Apple [TS]

00:41:49 ◼   ► software quality is bad now many of us would say well hold on no there's [TS]

00:41:52 ◼   ► exactly an example of where Apple software quality is is quite good we [TS]

00:41:57 ◼   ► delivered something faster cleaner simpler but someone's gonna say no but [TS]

00:42:01 ◼   ► it's changed and and I was attached to it and so this is a this is a tricky [TS]

00:42:06 ◼   ► balancing act and I think our customers give us a lot of responsibility to [TS]

00:42:11 ◼   ► thoughtfully evolve their experiences and we we try to take that [TS]

00:42:15 ◼   ► responsibility very seriously i don't i don't think anybody would disagree that [TS]

00:42:18 ◼   ► institutionally Apple it compared to its that any company my compared against his [TS]

00:42:23 ◼   ► has been always more willing to push through changes whether you go back to [TS]

00:42:30 ◼   ► the eighties and say that the the Macintosh debuted without any kind of [TS]

00:42:33 ◼   ► command line at all which was the only way anybody knew how to use a computer [TS]

00:42:36 ◼   ► until then they're like no this is the right way you know that to another [TS]

00:42:41 ◼   ► almost canonical example of it was the 1998 orig [TS]

00:42:45 ◼   ► climax shipping without a floppy disk and it's nobody's ever i can have a [TS]

00:42:49 ◼   ► personal computer without a floppy disk little things like that do you do you [TS]

00:42:54 ◼   ► guys find though that it's getting harder to do that now that you're [TS]

00:42:57 ◼   ► talking about having 700 800 million users is a harder because of that resist [TS]

00:43:03 ◼   ► that that natural part of humanity that just is resistant to change of any kind [TS]

00:43:07 ◼   ► sure it's of course it's harder when you have more customers [TS]

00:43:11 ◼   ► those things are harder to do but that doesn't at least for me and I've been [TS]

00:43:15 ◼   ► here when we were really small and that were much larger it hasn't really [TS]

00:43:19 ◼   ► changed we were still willing to push we just have to make sure that we we think [TS]

00:43:23 ◼   ► about the ways that people are using the product and when we make the changes [TS]

00:43:27 ◼   ► that they're not significant and we're improving more than we're actually [TS]

00:43:32 ◼   ► taking away or that it's the right thing to do and so we you have to be a little [TS]

00:43:36 ◼   ► more conscious of understanding all the different ways in which customers use it [TS]

00:43:40 ◼   ► but you better you bet we got to keep pushing because if you want to innovate [TS]

00:43:43 ◼   ► you gotta move [TS]

00:43:45 ◼   ► you can't sit still with what you have yeah and it's so strong internally i [TS]

00:43:49 ◼   ► mean the base to the the base instinct of everyone here is let's let's do it [TS]

00:43:55 ◼   ► let's do it the right way if this is now the right way [TS]

00:43:59 ◼   ► forget the past let's do it the right way and it's a second thought that will [TS]

00:44:02 ◼   ► hold on okay what does that mean for the transition and and and taking our [TS]

00:44:06 ◼   ► customers along with us on this but it's it's so integral Doe who we are and how [TS]

00:44:11 ◼   ► people think hear that yeah there there's more of an external there's a [TS]

00:44:16 ◼   ► larger customer base that we have responsibility for but we know part of [TS]

00:44:20 ◼   ► why they're Apple customers because that's what they expect from us we would [TS]

00:44:24 ◼   ► be doing them a disservice if we stopped pushing all right let me let me make [TS]

00:44:29 ◼   ► this specific comparison between two apps that we've just been talking about [TS]

00:44:32 ◼   ► is I itunes and photos for mac so in the digital hub era when the mac was [TS]

00:44:40 ◼   ► positioned here's our idea for the Mac it's your digital hub for all of these [TS]

00:44:44 ◼   ► little devices like cameras and ipods that you that you have in your life [TS]

00:44:48 ◼   ► I photo was the mac solution of photos and itunes was the mac and windows [TS]

00:44:53 ◼   ► solution to music and then later you know media like TV shows and stuff [TS]

00:44:58 ◼   ► the new strategy is clearly iCloud centric I mean you guys have been [TS]

00:45:03 ◼   ► explicit about that since I cloud was announced in on stage in 2011 [TS]

00:45:08 ◼   ► yeah and it didn't come right away it wasn't like photos format came out [TS]

00:45:13 ◼   ► immediately but that was the answer in $YEAR and last year was really that [TS]

00:45:16 ◼   ► transition year but the idea was look I photo is great for then but now we've [TS]

00:45:21 ◼   ► got this Photos app which is truly just appear to what you've got on your iOS [TS]

00:45:27 ◼   ► devices and its really designed for the modern age in the modern modern model [TS]

00:45:30 ◼   ► and itunes and music haven't really made that shift is is that because music is [TS]

00:45:36 ◼   ► different and because itunes different responsibilities or is it because itunes [TS]

00:45:40 ◼   ► has to exist for windows and iphoto didn't or or is it something else [TS]

00:45:44 ◼   ► no it's look I think you're seeing music make that transition now since last year [TS]

00:45:49 ◼   ► when we introduced Apple music [TS]

00:45:51 ◼   ► the truth is music before that was very local it really didn't live in the cloud [TS]

00:45:55 ◼   ► and you you moved your content by moving it to a device locally and and then the [TS]

00:46:01 ◼   ► device was there and then if you wanted to update that device you brought it [TS]

00:46:04 ◼   ► back now that we've and it's not just bringing a subscription service as I [TS]

00:46:08 ◼   ► said it's about bringing all of your music no matter how you acquired it if [TS]

00:46:12 ◼   ► it doesn't exist in the subscription service and you bought yourself [TS]

00:46:15 ◼   ► separately or it's available separately as a bootleg all of the things that you [TS]

00:46:20 ◼   ► that you consume with music and we're seeing that transition now so for myself [TS]

00:46:25 ◼   ► you know I live in a world where my music is all in the cloud and I think [TS]

00:46:30 ◼   ► we're going to see more and more customers we just passed over 11 million [TS]

00:46:33 ◼   ► Apple music subscribers and all of those people live in a world where music is in [TS]

00:46:38 ◼   ► the cloud [TS]

00:46:41 ◼   ► ah it did so that's a big no 11 million the Apple music subscribers is it is a [TS]

00:46:48 ◼   ► big number and it's only since ma wanted to come out of beta it well it came out [TS]

00:46:53 ◼   ► in September but we gave away the the first 3 months for free so tight so [TS]

00:46:57 ◼   ► think about it as a you know later in the year went over it it so it the end [TS]

00:47:03 ◼   ► of growth rate is is good on that we've been very pleased it's it's great we [TS]

00:47:08 ◼   ► just [TS]

00:47:09 ◼   ► just this past week we introduced in taiwan and we also introduced in Turkey [TS]

00:47:14 ◼   ► which has been great we introduce the version for Android our first android [TS]

00:47:19 ◼   ► application and our second we had we had moved to iOS that's true thank you [TS]

00:47:26 ◼   ► much-loved app on the Android Play Store it's always a good always a good source [TS]

00:47:32 ◼   ► of humor is to go [TS]

00:47:34 ◼   ► it's like going to read the yelp reviews for your favorite local restaurants and [TS]

00:47:37 ◼   ► seeing seeing the people who don't get it [TS]

00:47:41 ◼   ► and one of the things we've learned by the way is as we've gone to Apple music [TS]

00:47:44 ◼   ► is that we have to educate people as much as all of us know about music [TS]

00:47:50 ◼   ► subscriptions when you go around the world [TS]

00:47:52 ◼   ► what does it mean to be to have access to all of the music in the world and [TS]

00:47:58 ◼   ► what does that mean and how does that work and and that's something that we're [TS]

00:48:02 ◼   ► doing a lot of work on right now because we noticed that you know a lot of times [TS]

00:48:06 ◼   ► people just didn't understand the concept what you mean i pay 99 what do I [TS]

00:48:09 ◼   ► get how do i get it all of those things and that's been a big part of moving the [TS]

00:48:15 ◼   ► number and continuing to move the number forward right before we wrap this up [TS]

00:48:19 ◼   ► there's there's a topic I want to get to and as I guess it's a little bit more on [TS]

00:48:23 ◼   ► craigs side of the court but I've got some good friends so if i don't talk [TS]

00:48:26 ◼   ► about this I think you're going to just shoot me because i have the opportunity [TS]

00:48:29 ◼   ► this about a dynamic dispatch an objective-c I'm ready [TS]

00:48:32 ◼   ► oh so I is about radar so any mentioned that with maps maps has a feature where [TS]

00:48:40 ◼   ► if you see an error you can report the error and when it gets fixed you get [TS]

00:48:44 ◼   ► notified and says hey thank you for reporting that you know that this road [TS]

00:48:48 ◼   ► is not where it used to be where there's a new road here we have now fixed it [TS]

00:48:54 ◼   ► what I hear a lot from my friends who are third-party developers is that sense [TS]

00:49:00 ◼   ► that radar is nearly a black hole that you file your report it goes in there [TS]

00:49:06 ◼   ► and an awful lot of bugs that even even ones that are submitted with examples [TS]

00:49:12 ◼   ► like here run this example code and it will prove that this is a bug in this [TS]

00:49:15 ◼   ► form new version of the OS and then you just never they just never hear anything [TS]

00:49:19 ◼   ► yeah like how can grade are getting more like Apple maps where it it gives I i'm [TS]

00:49:26 ◼   ► serious i think the developers really end and I feel like it's it's a it's a [TS]

00:49:31 ◼   ► what's that I don't know what the opposite of a virtuous circle and in [TS]

00:49:34 ◼   ► virtuous circle where developers if they feel like it's a black hole they report [TS]

00:49:38 ◼   ► fewer bugs because they feel like they're wasting their time and [TS]

00:49:41 ◼   ► developers not reporting bugs is I'm sure not what you want but that's for [TS]

00:49:46 ◼   ► sure [TS]

00:49:46 ◼   ► yeah um where I mean quite honestly we're not where we want to be with with [TS]

00:49:51 ◼   ► radar as an externally facing tool I mean it's the lifeblood of the [TS]

00:49:54 ◼   ► organization in terms of how we we manager bugs and manage our releases and [TS]

00:49:58 ◼   ► I file tons of them and and so does everyone who works works here in [TS]

00:50:03 ◼   ► software but our external interface is not great and a big part of that is [TS]

00:50:09 ◼   ► something we struggle with is how we sort out communicating about the issues [TS]

00:50:14 ◼   ► that we fix because you may report an issue we may do pit to a bug that were [TS]

00:50:21 ◼   ► working on fixing we may fix that bug maybe we fix it in iOS 10 maybe we fix [TS]

00:50:25 ◼   ► it in something that's probably going to go in iOS 9 . 3 you want to know that we [TS]

00:50:29 ◼   ► fixed it we don't necessarily right now have a great way to decide when we want [TS]

00:50:35 ◼   ► to communicate to you that there's a release that it's getting fixed in that [TS]

00:50:37 ◼   ► were promising that that the fix is going to happen and so we fundamentally [TS]

00:50:42 ◼   ► of communication feedback problems that we need to sort out i can tell you that [TS]

00:50:45 ◼   ► the reports do get read that they do influence what we do but our back [TS]

00:50:50 ◼   ► channel communication is needs needs some work because we we we are reading [TS]

00:50:58 ◼   ► them we just don't tell you what's happening with them and I understand [TS]

00:51:01 ◼   ► absolutely the frustration of a lot of a lot of developers who file those bugs do [TS]

00:51:07 ◼   ► you agree that that sort of improving that as as a it is sort of a point where [TS]

00:51:13 ◼   ► the trickle down from that where if you guys can improve the back-channel [TS]

00:51:15 ◼   ► communications from radar it would influence the sort of lots of little [TS]

00:51:20 ◼   ► bugs getting fixed that people are complaining about an address it's like a [TS]

00:51:25 ◼   ► centralized place to address the widespread entire user base wide program [TS]

00:51:30 ◼   ► a problem of hate this little thing [TS]

00:51:32 ◼   ► is going wrong and I don't understand why I i think i think it helps I think [TS]

00:51:37 ◼   ► we we have other ways also that we're getting a lot of great feedback we did [TS]

00:51:40 ◼   ► our our first as you know public beta for iOS and year ago the public beta for [TS]

00:51:44 ◼   ► OS 10 and actually in that way brought you over million people in into the [TS]

00:51:50 ◼   ► program and we did include in those a feedback assistant tool which was meant [TS]

00:51:55 ◼   ► as a as a you know kind of radar like feedback tool but one that we could you [TS]

00:52:00 ◼   ► know the average person can choose whether an iOS and OS 10 and it [TS]

00:52:03 ◼   ► automatically not only just give us what the user types but it automatically [TS]

00:52:07 ◼   ► gives us a lot of additional diagnostics they they get prompted and so is it okay [TS]

00:52:12 ◼   ► if we send this in this back and gives us some really great actionable [TS]

00:52:16 ◼   ► information about the issues then covered so that's that's another great [TS]

00:52:20 ◼   ► channel to find out about the issues people are are running into and it's [TS]

00:52:24 ◼   ► made a huge difference on the the quality of our software i mean we just [TS]

00:52:30 ◼   ► one metric and it's not there there's lots of different ways in which lots of [TS]

00:52:34 ◼   ► different kinds of feedback we get but something is very measurable things like [TS]

00:52:36 ◼   ► crash rate and i can tell you in the past you see this the seesaw pattern [TS]

00:52:40 ◼   ► where add audio release would come out and that would have a you know certain [TS]

00:52:44 ◼   ► hi crash rate and then we'd issue or software updates and that rate would go [TS]

00:52:48 ◼   ► down after doing a public beta here for iOS our release our . 049 . o was better [TS]

00:52:57 ◼   ► than any previous release of iOS 8 that the numbers that and and those are the [TS]

00:53:02 ◼   ► kind of systematic steps we can get feedback from our from our users both [TS]

00:53:06 ◼   ► automatic and and the kind of things where they write up an issue and it [TS]

00:53:10 ◼   ► helps us improve the product so you're going to see more and more of that from [TS]

00:53:13 ◼   ► us and we think it continues to pay off [TS]

00:53:16 ◼   ► so you're just abbreviate that I just make sure I heard you correctly you're [TS]

00:53:20 ◼   ► saying that when nine-point-oh came out the release version that the crash rate [TS]

00:53:24 ◼   ► for apps was actually lower than the version of iOS 8 whatever the you know [TS]

00:53:29 ◼   ► stable version of iOS 8 was that people were upgrading from that's right of our [TS]

00:53:32 ◼   ► apps writer [TS]

00:53:34 ◼   ► okay yeah yeah third party apps are a I don't actually have the number on that [TS]

00:53:40 ◼   ► but they're there uh that's always a challenge i mean what's the one thing [TS]

00:53:43 ◼   ► honestly that can happen to us on quality [TS]

00:53:46 ◼   ► is sometimes also a third party will happen to ship a nap about the same time [TS]

00:53:50 ◼   ► we ship in OS update and an independent of that app starts crashing and that [TS]

00:53:53 ◼   ► affects user party so you gotta cut it's always a challenge to cut through the [TS]

00:53:56 ◼   ► noise but we have pretty good analytics and our numbers are you no Sean we're on [TS]

00:54:02 ◼   ► the right track there [TS]

00:54:03 ◼   ► well it's it's about the time to wrap this up i wanted to know that because [TS]

00:54:07 ◼   ► you guys are nice and quiet is there anything that I haven't asked you that [TS]

00:54:10 ◼   ► you wished i had is there something that you guys were wanted to talk about that [TS]

00:54:15 ◼   ► we haven't discussed well since this is an audio podcast and not a video 1 i'm [TS]

00:54:21 ◼   ► disappointed that you can see the purple shirt on work he did really rise to the [TS]

00:54:25 ◼   ► occasion I don't know that he thought he was gonna be on camera here but he's in [TS]

00:54:28 ◼   ► full stage where it's you know I I thought about that just before we got on [TS]

00:54:33 ◼   ► the air ice think I i linked to a story The New York Times had about this [TS]

00:54:39 ◼   ► amazing science that that astronomers have done where they they've measured as [TS]

00:54:44 ◼   ► audio this gravitational wave that proves this thing I'm Stein predicted a [TS]

00:54:50 ◼   ► hundred years ago that if two black holes collided you'd be able to produce [TS]

00:54:53 ◼   ► this gravity way that you can hear and I thought wouldn't that be great with a [TS]

00:54:56 ◼   ► microphone that could produce this sound of various Eddie's yes [TS]

00:55:05 ◼   ► yeah we also really didn't send us that experience yeah and it's all the senses [TS]

00:55:10 ◼   ► come alive when we see a t-shirt [TS]

00:55:12 ◼   ► we just didn't have enough time to set up the technology maybe next time this [TS]

00:55:18 ◼   ► was great [TS]

00:55:20 ◼   ► I i hope you guys enjoyed it as much as i did I love John I got one question for [TS]

00:55:23 ◼   ► you though so against we started with sports and it's almost baseball season [TS]

00:55:28 ◼   ► give me your world series production [TS]

00:55:32 ◼   ► I i hate to say about it i think the Cubs because it doesn't seem like a good [TS]

00:55:39 ◼   ► bet but for the Cubs look good in the National League and the American League [TS]

00:55:45 ◼   ► boy I i I'll just go out on a limb and say the new york yankees [TS]

00:55:51 ◼   ► ha ha ha that was fulfilled so that's good that's great you got to remember [TS]

00:55:58 ◼   ► though it isn't even year and even years san francisco giants always win [TS]

00:56:03 ◼   ► that's the weirdest little like inexplicable like they've and they've [TS]

00:56:08 ◼   ► kept the core together I don't understand that at all i don't know if [TS]

00:56:11 ◼   ► they just party way too hard after they went a world series and tanks the whole [TS]

00:56:15 ◼   ► next season are or what but that is the weirdest little mini dynasty streak I've [TS]

00:56:21 ◼   ► ever seen his cuz I i don't know i don't know that i'd want to bet against the [TS]

00:56:24 ◼   ► giant snakes here [TS]

00:56:25 ◼   ► alright was great talking to you thank you thank you both [TS]

00:56:29 ◼   ► Eddy Cue Craig federighi I really greatly appreciate the time [TS]

00:56:34 ◼   ► thanks John [TS]