Apple Device Quotes

Well,” Tessa said, sighting along the line of the knife, “you behave as if you dislike me. In fact, you behave as if you dislike us all.” “I don’t,” Gabriel said. “I just dislike him.” He pointed at Will. “Dear me,” said Will, and he took another bite of his apple. “Is it because I’m better-looking than you?

Dear me," said Will, and he took another bite of his apple. "Is it because I'm better-looking than you?

You point your feet out too much when you walk,” Will went on. He was busy polishing an apple on his shirtfront, and appeared not to notice Tessa glaring at him. “Camille walks delicately. Like a faun in the woods. Not like a duck.” “I do not walk like a duck.” “I like ducks,” Jem observed diplomatically. “Especially the ones in Hyde Park.” He glanced sideways at Will; both boys were sitting on the edge of the high table, their legs dangling over the side. “Remember when you tried to convince me to feed poultry pie to the mallards in the park to see if you could breed a race of cannibal ducks?” “They ate it too,” Will reminisced. “Bloodthirsty little beasts. Never trust a duck.

By the way, if you get mad at your Mac laptop and wonder who designed this demonic device, notice the manufacturer's icon on top: an apple with a bite out of it.

Walter Issacson biographer of Steve Jobs: I remember sitting in his backyard in his garden, one day, and he started talking about God. He [Jobs] said, “ Sometimes I believe in God, sometimes I don’t. I think it’s 50/50, maybe. But ever since I’ve had cancer, I’ve been thinking about it more, and I find myself believing a bit more, maybe it’s because I want to believe in an afterlife, that when you die, it doesn’t just all disappear. The wisdom you’ve accumulated, somehow it lives on.” Then he paused for a second and said, “Yea, but sometimes, I think it’s just like an On-Off switch. Click. And you’re gone.” And then he paused again and said, “ And that’s why I don’t like putting On-Off switches on Apple devices.” Joy to the WORLD! There IS an after-life!

You point your feet out too much when you walk,” Will went on. He was busy polishing an apple on his shirtfront, and appeared not to notice Tessa glaring at him. “Camille walks delicately. Like a faun in the woods. Not like a duck” “I do not walk like a duck.” “I like ducks,” Jem observed diplomatically. “Especially the ones in Hyde Park.

Will tossed his apple core into the air, at the same time drawing a knife from his belt and throwing it. The knife and the apple scaled across the room together, somehow managing to stick into the wall just beside Gabriel's head, the knife driven cleanly through the core and into the wood. "Say that again," said Will. "And i'll darken your daylights for you.

Jobs's intensity was also evident in his ability to focus. He would set priorities, aim his laser attention on them, and filter out distractions. If something engaged him- the user interface for the original Macintosh, the design of the iPod and iPhone, getting music companies into the iTunes Store-he was relentless. But if he did not want to deal with something - a legal annoyance, a business issue, his cancer diagnosis, a family tug- he would resolutely ignore it. That focus allowed him to say no. He got Apple back on track by cutting all except a few core products. He made devices simpler by eliminating buttons, software simpler by eliminating features, and interfaces simpler by eliminating options. He attributed his ability to focus and his love of simplicity to his Zen training. It honed his appreciation for intuition, showed him how to filter out anything that was distracting or unnecessary, and nurtured in him an aesthetic based on minimalism.

At that time in my personal life, I was coming to grips with the end of the world. The familiar world, anyway. Many of us were. Scientists said it was ending now, philosophers said it had always been ending. Historians said there’d been dark ages before. It all came out in the wash, because eventually, if you were patient, enlightenment arrived and then a wide array of Apple devices. Politicians claimed everything would be fine. Adjustments were being made. Much as our human ingenuity had got us into this fine mess, so would it neatly get us out. Maybe more cars would switch to electric. That was how we could tell it was serious. Because they were obviously lying.

I’m about fifty-fifty on believing in God,” he said. “For most of my life, I’ve felt that there must be more to our existence than meets the eye.” He admitted that, as he faced death, he might be overestimating the odds out of a desire to believe in an afterlife. “I like to think that something survives after you die,” he said. “It’s strange to think that you accumulate all this experience, and maybe a little wisdom, and it just goes away. So I really want to believe that something survives, that maybe your consciousness endures.” He fell silent for a very long time. “But on the other hand, perhaps it’s like an on-off switch,” he said. “Click! And you’re gone.” Then he paused again and smiled slightly. “Maybe that’s why I never liked to put on-off switches on Apple devices.

Lasting companies know how to reinvent themselves. Hewlett-Packard had done that repeatedly; it started as an instrument company, then became a calculator company, then a computer company. Apple has been sidelined by Microsoft in the PC business. You've got to reinvent the company to do some other thing, like other consumer products or devices. You've got to be like a butterfly and have a metamorphosis.

But on the other hand, perhaps it’s like an on-off switch,” he said. “Click! And you’re gone.” Then he paused again and smiled slightly. “Maybe that’s why I never liked to put on-off switches on Apple devices.

He fell silent for a very long time. “But on the other hand, perhaps it’s like an on-off switch,” he said. “Click! And you’re gone.” Then he paused again and smiled slightly. “Maybe that’s why I never liked to put on-off switches on Apple devices.

Thus was born the iPod, the device that would begin the transformation of Apple from being a computer maker into being the world’s most valuable company.

This is also, I hope, a book about innovation. At a time when the United States is seeking ways to sustain its innovative edge, and when societies around the world are trying to build creative digital-age economies, Jobs stands as the ultimate icon of inventiveness, imagination, and sustained innovation. He knew that the best way to create value in the twenty-first century was to connect creativity with technology, so he built a company where leaps of the imagination were combined with remarkable feats of engineering. He and his colleagues at Apple were able to think differently: They developed not merely modest product advances based on focus groups, but whole new devices and services that consumers did not yet know they needed.

I like to think that something survives after you die,” he said. “It’s strange to think that you accumulate all this experience, and maybe a little wisdom, and it just goes away. So I really want to believe that something survives, that maybe your consciousness endures.” He fell silent for a very long time. “But on the other hand, perhaps it’s like an on-off switch,” he said. “Click! And you’re gone.” Then he paused again and smiled slightly. “Maybe that’s why I never liked to put on-off switches on Apple devices.” EPILOGUE

In a Wired piece by Steven Levy, the cofounder of Apple—nostalgic for the long, boring summers of his youth that stoked his curiosity because “out of curiosity comes everything”—expressed concern about the erosion of boredom from the kind of devices he helped create.

All men, reaching back to Adam in the Garden, plead Ignorance as their defence; when, if we were but honest, we would admit that the apple was hedged with every warning imaginable. So I too fell; perhaps all sins are not causes but effects, being the result of that first sin, Boredom.

But Sony couldn’t. It had pioneered portable music with the Walkman, it had a great record company, and it had a long history of making beautiful consumer devices. It had all of the assets to compete with Jobs’s strategy of integration of hardware, software, devices, and content sales. Why did it fail? Partly because it was a company, like AOL Time Warner, that was organized into divisions (that word itself was ominous) with their own bottom lines; the goal of achieving synergy in such companies by prodding the divisions to work together was usually elusive. Jobs did not organize Apple into semiautonomous divisions; he closely controlled all of his teams and pushed them to work as one cohesive and flexible company, with one profit-and-loss bottom line. “We don’t have ‘divisions’ with their own P&L,” said Tim Cook. “We run one P&L for the company.

New Rule: Apple's next device must be a computer that you control with your tongue. Thanks for eliminating the keyboard and the mouse, but pointing and pushing at things already seems too complicated and tiring. We're Americans--and until you free our hands from the computer entirely, we can never attain our ultimate goal: Web surfing while eating and masturbating.

In 2001 Jobs had a vision: Your personal computer would serve as a “digital hub” for a variety of lifestyle devices, such as music players, video recorders, phones, and tablets. This played to Apple’s strength of creating end-to-end products that were simple to use. The company was thus transformed from a high-end niche computer company to the most valuable technology company in the world.

But the biggest news that month was the departure from Apple, yet again, of its cofounder, Steve Wozniak. Wozniak was then quietly working as a midlevel engineer in the Apple II division, serving as a humble mascot of the roots of the company and staying as far away from management and corporate politics as he could. He felt, with justification, that Jobs was not appreciative of the Apple II, which remained the cash cow of the company and accounted for 70% of its sales at Christmas 1984. “People in the Apple II group were being treated as very unimportant by the rest of the company,” he later said. “This was despite the fact that the Apple II was by far the largest-selling product in our company for ages, and would be for years to come.” He even roused himself to do something out of character; he picked up the phone one day and called Sculley, berating him for lavishing so much attention on Jobs and the Macintosh division. Frustrated, Wozniak decided to leave quietly to start a new company that would make a universal remote control device he had invented. It would control your television, stereo, and other electronic devices with a simple set of buttons that you could easily program. He informed the head of engineering at the Apple II division, but he didn’t feel he was important enough to go out of channels and tell Jobs or Markkula. So Jobs first heard about it when the news leaked in the Wall Street Journal. In his earnest way, Wozniak had openly answered the reporter’s questions when he called. Yes, he said, he felt that Apple had been giving short shrift to the Apple II division. “Apple’s direction has been horrendously wrong for five years,” he said.

Fittingly, Harald's name today is ubiquitous as a technology that unites disparate devices. Begun in 1994 by the Swedish company Ericsson, Bluetooth passes information wirelessly between phones and computers regardless of operating system or manufacturer. Just as the tenth century Viking king united fierce rivals, a Samsung phone will now communicate with an Apple computer. The two runes that make up the modern symbol for Bluetooth technology are the king's initials. 176.

Markkula replied that lasting companies know how to reinvent themselves. Hewlett-Packard had done that repeatedly; it started as an instrument company, then became a calculator company, then a computer company. “Apple has been sidelined by Microsoft in the PC business,” Markkula said. “You’ve got to reinvent the company to do some other thing, like other consumer products or devices. You’ve got to be like a butterfly and have a metamorphosis.” Jobs didn’t say much, but he agreed.

One sunny afternoon, when he wasn’t feeling well, Jobs sat in the garden behind his house and reflected on death. He talked about his experiences in India almost four decades earlier, his study of Buddhism, and his views on reincarnation and spiritual transcendence. “I’m about fifty-fifty on believing in God,” he said. “For most of my life, I’ve felt that there must be more to our existence than meets the eye.” He admitted that, as he faced death, he might be overestimating the odds out of a desire to believe in an afterlife. “I like to think that something survives after you die,” he said. “It’s strange to think that you accumulate all this experience, and maybe a little wisdom, and it just goes away. So I really want to believe that something survives, that maybe your consciousness endures.” He fell silent for a very long time. “But on the other hand, perhaps it’s like an on-off switch,” he said. “Click! And you’re gone.” Then he paused again and smiled slightly. “Maybe that’s why I never liked to put on-off switches on Apple devices.

One sunny afternoon, when he wasn’t feeling well, Jobs sat in the garden behind his house and reflected on death. He talked about his experiences in India almost four decades earlier, his study of Buddhism, and his views on reincarnation and spiritual transcendence. “I’m about fifty-fifty on believing in God,” he said. “For most of my life, I’ve felt that there must be more to our existence than meets the eye.” He admitted that, as he faced death, he might be overestimating the odds out of a desire to believe in an afterlife. “I like to think that something survives after you die,” he said. “It’s strange to think that you accumulate all this experience, and maybe a little wisdom, and it just goes away. So I really want to believe that something survives, that maybe your consciousness endures.” He fell silent for a very long time. “But on the other hand, perhaps it’s like an on-off switch,” he said. “Click! And you’re gone.” Then he paused again and smiled slightly. “Maybe that’s why I never liked to put on-off switches on Apple devices.

Jobs’s ambition was to build a company that would endure, and he asked Markkula what the formula for that would be. Markkula replied that lasting companies know how to reinvent themselves. Hewlett-Packard had done that repeatedly; it started as an instrument company, then became a calculator company, then a computer company. “Apple has been sidelined by Microsoft in the PC business,” Markkula said. “You’ve got to reinvent the company to do some other thing, like other consumer products or devices. You’ve got to be like a butterfly and have a metamorphosis.” Jobs didn’t say much, but he agreed.

Security is a big and serious deal, but it’s also largely a solved problem. That’s why the average person is quite willing to do their banking online and why nobody is afraid of entering their credit card number on Amazon. At 37signals, we’ve devised a simple security checklist all employees must follow: 1. All computers must use hard drive encryption, like the built-in FileVault feature in Apple’s OS X operating system. This ensures that a lost laptop is merely an inconvenience and an insurance claim, not a company-wide emergency and a scramble to change passwords and worry about what documents might be leaked. 2. Disable automatic login, require a password when waking from sleep, and set the computer to automatically lock after ten inactive minutes. 3. Turn on encryption for all sites you visit, especially critical services like Gmail. These days all sites use something called HTTPS or SSL. Look for the little lock icon in front of the Internet address. (We forced all 37signals products onto SSL a few years back to help with this.) 4. Make sure all smartphones and tablets use lock codes and can be wiped remotely. On the iPhone, you can do this through the “Find iPhone” application. This rule is easily forgotten as we tend to think of these tools as something for the home, but inevitably you’ll check your work email or log into Basecamp using your tablet. A smartphone or tablet needs to be treated with as much respect as your laptop. 5. Use a unique, generated, long-form password for each site you visit, kept by password-managing software, such as 1Password.§ We’re sorry to say, “secretmonkey” is not going to fool anyone. And even if you manage to remember UM6vDjwidQE9C28Z, it’s no good if it’s used on every site and one of them is hacked. (It happens all the time!) 6. Turn on two-factor authentication when using Gmail, so you can’t log in without having access to your cell phone for a login code (this means that someone who gets hold of your login and password also needs to get hold of your phone to login). And keep in mind: if your email security fails, all other online services will fail too, since an intruder can use the “password reset” from any other site to have a new password sent to the email account they now have access to. Creating security protocols and algorithms is the computer equivalent of rocket science, but taking advantage of them isn’t. Take the time to learn the basics and they’ll cease being scary voodoo that you can’t trust. These days, security for your devices is just simple good sense, like putting on your seat belt.

They spent the rest of the time talking about where Apple should focus in the future. Jobs’s ambition was to build a company that would endure, and he asked Markkula what the formula for that would be. Markkula replied that lasting companies know how to reinvent themselves. Hewlett-Packard had done that repeatedly; it started as an instrument company, then became a calculator company, then a computer company. “Apple has been sidelined by Microsoft in the PC business,” Markkula said. “You’ve got to reinvent the company to do some other thing, like other consumer products or devices. You’ve got to be like a butterfly and have a metamorphosis.” Jobs didn’t say much, but he agreed.

Jobs’s intensity was also evident in his ability to focus. He would set priorities, aim his laser attention on them, and filter out distractions. If something engaged him—the user interface for the original Macintosh, the design of the iPod and iPhone, getting music companies into the iTunes Store—he was relentless. But if he did not want to deal with something—a legal annoyance, a business issue, his cancer diagnosis, a family tug—he would resolutely ignore it. That focus allowed him to say no. He got Apple back on track by cutting all except a few core products. He made devices simpler by eliminating buttons, software simpler by eliminating features, and interfaces simpler by eliminating options.

It was at that moment that Jobs launched a new grand strategy that would transform Apple—and with it the entire technology industry. The personal computer, instead of edging toward the sidelines, would become a “digital hub” that coordinated a variety of devices, from music players to video recorders to cameras. You’d link and sync all these devices with your computer, and it would manage your music, pictures, video, text, and all aspects of what Jobs dubbed your “digital lifestyle.” Apple would no longer be just a computer company—indeed it would drop that word from its name—but the Macintosh would be reinvigorated by becoming the hub for an astounding array of new gadgets, including the iPod and iPhone and iPad.

Ive and Jobs have even obsessed over, and patented, the packaging for various Apple products. U.S. patent D558572, for example, granted on January 1, 2008, is for the iPod Nano box, with four drawings showing how the device is nestled in a cradle when the box is opened. Patent D596485, issued on July 21, 2009, is for the iPhone packaging, with its sturdy lid and little glossy plastic tray inside. Early on, Mike Markkula had taught Jobs to “impute”—to understand that people do judge a book by its cover—and therefore to make sure all the trappings and packaging of Apple signaled that there was a beautiful gem inside. Whether it’s an iPod Mini or a MacBook Pro, Apple customers know the feeling of opening up the well-crafted box and finding the product nestled in an inviting fashion. “Steve and I spend a lot of time on the packaging,” said Ive. “I love the process of unpacking something. You design a ritual of unpacking to make the product feel special. Packaging can be theater, it can create a story.

And frankly the people who seem to best understand that we are creatures of love and desire, not thoughts, are the current giant tech companies of the world. Think about how Apple exists with a temple-like space (tell me their retail stores don't feel so "set apart" from the ordinary retail design that it doesn't immediately conjure up sacred feelings) where you go to sacrifice (enormously large portions of your money) to obtain that which you are looking for - connection, meaning and depth. People stand in line all night, some even camping out on the sidewalk, for the latest device that offers those implicitly understood benefits. This phone can, and will, be more than a phone. I think it's even fair to say that Apple is a religion with Steve Jobs as a priest (who has become a venerated secular saint after his death), mediating between man and God to give us what we want. Connection. Power. God-like knowledge of good and evil. And we take the phone, and we crouch and bend over. Usually with heads bowed. Laser focused on something. Blocking out all around us. We are silent and solemn. Tending not to speak. And then we perform a certain behaviour over and over and over again. Sound familiar? Swipe.

Turing was offered a choice: imprisonment or probation contingent on receiving hormone treatments via injections of a synthetic estrogen designed to curb his sexual desires, as if he were a chemically controlled machine. He chose the latter, which he endured for a year. Turing at first seemed to take it all in stride, but on June 7, 1954, he committed suicide by biting into an apple he had laced with cyanide. His friends noted that he had always been fascinated by the scene in Snow White in which the Wicked Queen dips an apple into a poisonous brew. He was found in his bed with froth around his mouth, cyanide in his system, and a half-eaten apple by his side. Was that something a machine would have done? I. Stirling’s formula, which approximates the value of the factorial of a number. II. The display and explanations of the Mark I at Harvard’s science center made no mention of Grace Hopper nor pictured any women until 2014, when the display was revised to highlight her role and that of the programmers. III. Von Neumann was successful in this. The plutonium implosion design would result in the first detonation of an atomic device, the Trinity test, in July 1945 near Alamogordo, New Mexico, and it would be used for the bomb that was dropped on Nagasaki on August 9, 1945, three days after the uranium bomb was used on Hiroshima. With his hatred of both the Nazis and the Russian-backed communists, von Neumann became a vocal proponent of atomic weaponry.

John Doerr, the legendary venture capitalist who backed Netscape, Google, and Amazon, doesn’t remember the exact day anymore; all he remembers is that it was shortly before Steve Jobs took the stage at the Moscone Center in San Francisco on January 9, 2007, to announce that Apple had reinvented the mobile phone. Doerr will never forget, though, the moment he first laid eyes on that phone. He and Jobs, his friend and neighbor, were watching a soccer match that Jobs’s daughter was playing in at a school near their homes in Palo Alto. As play dragged on, Jobs told Doerr that he wanted to show him something. “Steve reached into the top pocket of his jeans and pulled out the first iPhone,” Doerr recalled for me, “and he said, ‘John, this device nearly broke the company. It is the hardest thing we’ve ever done.’ So I asked for the specs. Steve said that it had five radios in different bands, it had so much processing power, so much RAM [random access memory], and so many gigabits of flash memory. I had never heard of so much flash memory in such a small device. He also said it had no buttons—it would use software to do everything—and that in one device ‘we will have the world’s best media player, world’s best telephone, and world’s best way to get to the Web—all three in one.’” Doerr immediately volunteered to start a fund that would support creation of applications for this device by third-party developers, but Jobs wasn’t interested at the time. He didn’t want outsiders messing with his elegant phone. Apple would do the apps. A year later, though, he changed his mind; that fund was launched, and the mobile phone app industry exploded. The moment that Steve Jobs introduced the iPhone turns out to have been a pivotal junction in the history of technology—and the world.

me to be honest about his failings as well as his strengths. She is one of the smartest and most grounded people I have ever met. “There are parts of his life and personality that are extremely messy, and that’s the truth,” she told me early on. “You shouldn’t whitewash it. He’s good at spin, but he also has a remarkable story, and I’d like to see that it’s all told truthfully.” I leave it to the reader to assess whether I have succeeded in this mission. I’m sure there are players in this drama who will remember some of the events differently or think that I sometimes got trapped in Jobs’s distortion field. As happened when I wrote a book about Henry Kissinger, which in some ways was good preparation for this project, I found that people had such strong positive and negative emotions about Jobs that the Rashomon effect was often evident. But I’ve done the best I can to balance conflicting accounts fairly and be transparent about the sources I used. This is a book about the roller-coaster life and searingly intense personality of a creative entrepreneur whose passion for perfection and ferocious drive revolutionized six industries: personal computers, animated movies, music, phones, tablet computing, and digital publishing. You might even add a seventh, retail stores, which Jobs did not quite revolutionize but did reimagine. In addition, he opened the way for a new market for digital content based on apps rather than just websites. Along the way he produced not only transforming products but also, on his second try, a lasting company, endowed with his DNA, that is filled with creative designers and daredevil engineers who could carry forward his vision. In August 2011, right before he stepped down as CEO, the enterprise he started in his parents’ garage became the world’s most valuable company. This is also, I hope, a book about innovation. At a time when the United States is seeking ways to sustain its innovative edge, and when societies around the world are trying to build creative digital-age economies, Jobs stands as the ultimate icon of inventiveness, imagination, and sustained innovation. He knew that the best way to create value in the twenty-first century was to connect creativity with technology, so he built a company where leaps of the imagination were combined with remarkable feats of engineering. He and his colleagues at Apple were able to think differently: They developed not merely modest product advances based on focus groups, but whole new devices and services that consumers did not yet know they needed. He was not a model boss or human being, tidily packaged for emulation. Driven by demons, he could drive those around him to fury and despair. But his personality and passions and products were all interrelated, just as Apple’s hardware and software tended to be, as if part of an integrated system. His tale is thus both instructive and cautionary, filled with lessons about innovation, character, leadership, and values.

IBM jumped on this bandwagon last week, announcing with Apple a partnership to bring its enterprise expertise to iOS devices.

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Whether we’re looking at Apple or Google, then, the lesson is that software is once again a means to an end as opposed to an end in and of itself. Which is a profound statement about the commercial value of the software powering the devices that we all use today.

When Franklin Graham recently called for a boycott of gay-friendly companies on his Facebook page, it quickly became apparent that to follow through on his own initiative, he’d need to delete his Facebook account (he didn’t), stop using any Microsoft software, and shut down all Apple devices. When he publicly moved the bank accounts of the Billy Graham Evangelistic Association to BB&T Bank in protest of a Wells Fargo ad featuring a lesbian couple and their daughter, it generated this Miami Herald headline: “Billy Graham Group Moving Money to BB&T, Sponsor of Miami Beach Gay Pride Fundraiser.”110

The first calls from an Apple phone were not, it turns out, made on the sleek touchscreen interface of the future but on a steampunk rotary dial.

Jobs would soon pit the iPod team against a Mac software team to refine and produce a product that was more specifically phone-like. The herculean task of squeezing Apple’s acclaimed operating system into a handheld phone would take another two years to complete. Executives would clash; some would quit. Programmers would spend years of their lives coding around the clock to get the iPhone ready to launch, scrambling their social lives, their marriages, and sometimes their health in the process.

The big tech companies—the Europeans have charmingly, and correctly, lumped them together as GAFA (Google, Apple, Facebook, Amazon)—are shredding the principles that protect individuality. Their devices and sites have collapsed privacy; they disrespect the value of authorship, with their hostility to intellectual property. In the realm of economics, they justify monopoly with their well-articulated belief that competition undermines our pursuit of the common good and ambitious goals.

E3 also has a smart USB charging port, it will intelligently identifies your devices and delivers the fastest charge up to 2.1A.

Its track record in services was mixed. iTunes had been a runaway success that had transformed the music industry, but Apple Maps had been a bust. MobileMe, a 2008 online service for email, contacts, and calendar, hadn’t worked, and Siri, Apple’s novel voice assistant, had fallen behind its rivals in performance. In the absence of the next game-changing device, Cook was betting that he could persuade customers to stick with iPhones by getting them as tethered to Apple Music and other services as they had been

After years of being hounded by the same question—What’s the next new device?—Cook had finally delivered his answer: There isn’t one. His message hadn’t been aimed at Main Street; it was for Wall Street. He wanted investors to see that Apple was making a major shift. Rather than its products creating glory, Cook outlined a future in which Apple basked in the glory of others. He didn’t want to merely update the iPhone every year; he wanted people to pay Apple subscription fees for the movies they watched on that iPhone. He didn’t want to enable digital payments; he wanted Apple to be the processor of every transaction. And he didn’t want Apple to make the screen on which people read articles; he wanted to sell access to the magazines they read. For years, Cook had seen new revenue opportunities in each of those businesses. He had plotted a path to get there, buying Beats in 2014, courting Hollywood agents and directors in the years that had followed, and forging strong ties with Goldman Sachs throughout that time. He saw in all of it a way to shed the burden of a device business that was running out of juice and enter a world of services that promised unlimited growth.

Mobile phone apps – 2012 Before building a QuickBooks app, I decided to try iPhone and Android apps. This my first experience entering an app store. Unfortunately, the apps failed for many reasons: User base too small: There are millions of mobile phone users, but that does not translate to millions of users for your software. There is a subsection of a user base that matters most. Too many competitors: The app stores were oversaturated. There were over a million apps, literally. There was no way to stand out from the rest. My apps became me-too apps. The Intuit app stores were just getting started at the time and there were far fewer apps. Difficult to gain entry: I tried game development, and good games are expensive to produce. You need a soundtrack and graphic designers. The cost of making an exceptional game is outrageous. There was no way I could afford it. Failed to show value: Since most apps were free, users refused to pay me. I tried in-app purchases, but most users were uninterested. I learned that businesses were a better target because I could show them how to save time. Failed to solve a problem: In my eyes, app stores were the only way to advertise my game. I failed to tap into my potential user base. Businesses have a clear data entry problem that I can fix, but consumers were too difficult to sell to. Technical issues: I submitted one app to the Windows Marketplace, and it failed 15 times. I had to wait for Apple to publish updates to my app weekly. I learned that my next plugin must receive updates in a few hours, instead of a few days. Users simply cannot wait this long for an issue to get fixed. This was the most important lesson that I learned, and it inspired me to make a cloud-based system. Different devices:

The easiest way to describe how to harness the galvanizing power of why is with a tool I call the belief statement. For example, most of Apple’s product launches in recent years feature slick videos with commentary from Apple designers, engineers, and executives. These videos, while camouflaged as beautiful product showcases, are actually packed with statements not about what the products do but about the design thinking behind them: in essence, the tightly held beliefs with which Apple’s design team operates. We believe our users should be at the center of everything we do. We believe that a piece of technology should be as beautiful as it is functional. We believe that making devices thinner and lighter but more powerful requires innovative problem solving. Belief statements like these are so compelling for two reasons. First, the right corporate or organizational beliefs have the ability to resonate with our personal belief systems and feelings, and move us to action. In fact, the 2018 Edelman Earned Brand study revealed that nearly two out of three people are now belief-driven buyers.4 And as we saw in our discussion of buyers’ emotional motivators in chapter 3, this works even if the beliefs stated are aspirational. For example, if my vision for my future self is someone who weighs a few pounds less and is in better physical shape, a well-timed ad from a health club or fancy kitchen blender evangelizing the benefits of a healthy lifestyle may be enough to rapidly convert me. In the case of Apple, the same phenomenon results in mobs of smitten consumers arriving at stores in droves, braving long lines and paying premium prices, as if to say, “Yes! I do believe I should be at the center of everything you do! Technology should be beautiful! Thinner? Lighter? More powerful? Of course! We share the same vision! We’re both cool!” (Although these actual words are rarely spoken aloud.) The second reason belief statements are so compelling is because they help us manifest the conviction and emotion critical to delivering our message in an authentic way.

He explained to Steve that there was an important difference in the digital media value chain as well. In physical retail, Amazon operated at the middle of the value chain. We added value by sourcing and aggregating a vast selection of goods, tens of millions of them, on a single website and delivering them quickly and cheaply to customers. To win in digital, because those physical retail value adds were not advantages, we needed to identify other parts of the value chain where we could differentiate and serve customers well. Jeff told Steve that this meant moving out of the middle and venturing to either end of the value chain. On one end was content, where the value creators were book authors, filmmakers, TV producers, publishers, musicians, record companies, and movie studios. On the other end was distribution and consumption of content. In digital, that meant focusing on applications and devices consumers used to read, watch, or listen to content, as Apple had already done with iTunes and the iPod. We all took note of what Apple had achieved in digital music in a short period of time and sought to apply those learnings to our long-term product vision.

Apple takes as much as 30 per cent of the revenue developers get from paid apps, in-app-purchases and subscriptions. That’s no chump change: users of Apple devices spent $72 billion on the App Store in 2020, with almost $22 billion of that going to the iPhone maker, according to consultancy Sensor Tower.

Martin knew that the computer had started out a tasteful shade of light gray, but as with all early Apple products, time had caused it to fade to a urine-like shade of yellow, a major problem for a computer that was often purchased as much as a fashion accessory as a business device.

Apple Inc. does not allow iPhone purchasers to use the device as they wish, but as Apple Inc. intends. Dear and fundamental as our cellphone has become to each of use, almost like an extension of our personhood, we don't so much own our phone as lease it under inflexible company made restrictions. Avis is not going to let somebody rebuild a core engine during the term of the rental, right? Well, Apple doesn't want its customers so much as looking under the hood, let alone tinkering with anything.

There’s the potential that Tesla is setting itself up to capitalize on a situation like the one Apple found itself in when it first introduced the iPhone. Apple’s rivals spent the initial year after the iPhone’s release dismissing the product. Once it became clear Apple had a hit, the competitors had to catch up. Even with the device right in their hands, it took companies like HTC and Samsung years to produce anything comparable. Other once-great companies like Nokia and BlackBerry didn’t withstand the shock. If, and it’s a big if, Tesla’s Model 3 turned into a massive hit—the thing that everyone with enough money wanted because buying something else would just be paying for the past—then the rival automakers would be in a terrible bind. Most of the car companies dabbling in electric vehicles continue to buy bulky, off-the-shelf batteries rather than developing their own technology. No matter how much they wanted to respond to the Model 3, the automakers would need years to come up with a real challenger and even then they might not have a ready supply of batteries for their vehicles. “I think it is going to be a bit like that,” Musk said. “When will the first non-Tesla Gigafactory get built? Probably no sooner than six years from now. The big car companies are so derivative. They want to see it work somewhere else before they will approve the project and move forward. They’re probably more like seven years away. But I hope I’m wrong.” Musk

Outsourcing requires a tight integration of suppliers, making sure that all pieces arrive just in time. Therefore, when some suppliers were unable to deliver certain basic components like capacitors and flash memory, Compaq's network was paralyzed. The company was looking at 600,000 to 700,000 unfilled orders in handheld devices. The $499 Pocket PCs were selling for $700 to $800 at auctions on eBay and Amazon.com. Cisco experienced a different but equally damaging problem: When orders dried up, Cisco neglected to turn off its supply chain, resulting in a 300 percent ballooning of its raw materials inventory. The final numbers are frightening: The aggregate market value loss between March 2000 and March 2001 of the twelve major companies that adopted outsourcing-Cisco, Dell, Compaq, Gateway, Apple, IBM, Lucent, Hewlett-Packard, Motorola, Ericsson, Nokia, and Nortel-exceeded $1.2 trillion. The painful experience of these companies and their investors is a vivid demonstration of the consequences of ignoring network effects. A me attitude, where the company's immediate financial balance is the only factor, limits network thinking. Not understanding how the actions of one node affect other nodes easily cripples whole segments of the network. Experts agree that such rippling losses are not an inevitable downside of the network economy. Rather, these companies failed because they outsourced their manufacturing without fully understanding the changes required in their business models. Hierarchical thinking does not fit a network economy. In traditional organizations, rapid shifts can be made within the organization, with any resulting losses being offset by gains in other parts of the hierarchy. In a network economy each node must be profitable. Failing to understand this, the big players of the network game exposed themselves to the risks of connectedness without benefiting from its advantages. When problems arose, they failed to make the right, tough decisions, such as shutting down the supply line in Cisco's case, and got into even bigger trouble. At both the macro- and the microeconomic level, the network economy is here to stay. Despite some high-profile losses, outsourcing will be increasingly common. Financial interdependencies, ignoring national and continental boundaries, will only be strengthened with globalization. A revolution in management is in the making. It will take a new, network-oriented view of the economy and an understanding of the consequences of interconnectedness to smooth the way.

When the iPhone app is built, the Xamarin C# compiler generates C# Intermediate Language (IL) as usual, but it then makes use of the Apple compiler on the Mac to generate native iPhone machine code just like the Objective-C compiler. The calls from the app to the iPhone APIs are the same as though the application were written in Objective-C. For the Android app, the Xamarin C# compiler generates IL, which runs on a version of Mono on the device alongside the Java engine, but the API calls from the app are pretty

Part of what makes credit cards work is that they simplify transactions for both buyers and sellers. Concentrating on just a few cards further simplifies matters on both sides of the market. Thus ever since the big shakeout, no new credit cards have joined the ranks of the majors; the barrier to market entry has proved to be too great. That said, in recent years the Internet revolution has opened the door to competition from wholly new directions—including new kinds of payment services, such as PayPal; an international network of automatic teller machines to challenge old standbys such as traveler’s checks; and maybe even new types of “virtual money” such as Bitcoin. As I write this in 2014, Apple has announced a new payment system on the latest iPhones, and we can reasonably expect that it and/or other new payment systems that make use of mobile devices will become commonplace.

Jan was born in a small town outside of Kiev, Ukraine. He was an only child. His mother was a housewife, his father a construction manager. When Koum was sixteen, he and his mother immigrated to Mountain View, California, mainly to escape the anti-semitic environment of their homeland. Unfortunately, Jan’s father never made the trip. He got stuck in the Ukraine, where he eventually died years later. His mother swept the floors of a grocery store to make ends meet, but she was soon diagnosed with cancer. They barely survived off her disability insurance. It certainly wasn’t the most glamorous childhood, but he made it through. After college, Jan applied to work at Yahoo as an infrastructure engineer. He spent nine years building his skills at Yahoo, and then applied to work at Facebook. Unfortunately, he was rejected. In 2009, Jan bought an iPhone and realized there was an opportunity to build something on top of Apple’s burgeoning mobile platform. He began building an app that could send status updates between devices. It didn’t do very well at first, but then Apple released push notifications. All of the sudden, people started getting pinged when statuses were updated. And then people began pinging back and forth. Jan realized he had inadvertently created a messaging service. The app continued to grow, but Jan kept quiet. He didn’t care about headlines or marketing buzz. He just wanted to build something valuable, and do it well. By early 2011, his app had reached the top twenty in the U.S. app store. Two years later, in 2013, the app had 200 million users. And then it happened: In 2014, Jan’s company, WhatsApp, was acquired by Facebook―the company who had rejected him years earlier―for $19 billion. I’m not telling this story to insinuate that you should go build a billion-dollar company. The remarkable part of the story isn’t the payday, but the relentless hustle Jan demonstrated throughout his entire life. After surviving a tumultuous childhood, he practiced his craft and built iteratively. When had had a product that was working, he stayed quiet, which takes extreme discipline. More often than not, hustling isn’t fast or showy. Most of the time it’s slow and unglamorous―until it’s not. 

Personal Thinking Blockchains More speculatively for the farther future, the notion of blockchain technology as the automated accounting ledger, the quantized-level tracking device, could be extensible to yet another category of record keeping and administration. There could be “personal thinking chains” as a life-logging storage and backup mechanism. The concept is “blockchain technology + in vivo personal connectome” to encode and make useful in a standardized compressed data format all of a person’s thinking. The data could be captured via intracortical recordings, consumer EEGs, brain/computer interfaces, cognitive nanorobots, and other methodologies. Thus, thinking could be instantiated in a blockchain — and really all of an individual’s subjective experience, possibly eventually consciousness, especially if it’s more precisely defined. After they’re on the blockchain, the various components could be administered and transacted — for example, in the case of a post-stroke memory restoration. Just as there has not been a good model with the appropriate privacy and reward systems that the blockchain offers for the public sharing of health data and quantified-self-tracking data, likewise there has not been a model or means of sharing mental performance data. In the case of mental performance data, there is even more stigma attached to sharing personal data, but these kinds of “life-streaming + blockchain technology” models could facilitate a number of ways to share data privately, safely, and remuneratively. As mentioned, in the vein of life logging, there could be personal thinking blockchains to capture and safely encode all of an individual’s mental performance, emotions, and subjective experiences onto the blockchain, at minimum for backup and to pass on to one’s heirs as a historical record. Personal mindfile blockchains could be like a next generation of Fitbit or Apple’s iHealth on the iPhone 6, which now automatically captures 200+ health metrics and sends them to the cloud for data aggregation and imputation into actionable recommendations. Similarly, personal thinking blockchains could be easily and securely recorded (assuming all of the usual privacy concerns with blockchain technology are addressed) and mental performance recommendations made to individuals through services such as Siri or Amazon’s Alexa voice assistant, perhaps piped seamlessly through personal brain/computer interfaces and delivered as both conscious and unconscious suggestions. Again perhaps speculatively verging on science fiction, ultimately the whole of a society’s history might include not just a public records and document repository, and an Internet archive of all digital activity, but also the mindfiles of individuals. Mindfiles could include the recording of every “transaction” in the sense of capturing every thought and emotion of every entity, human and machine, encoding and archiving this activity into life-logging blockchains.

It happened in 2006 when the company’s COO and soon-to-be CEO, Randall Stephenson, quietly struck a deal with Steve Jobs for AT&T to be the exclusive service provider in the United States for this new thing called the iPhone. Stephenson knew that this deal would stretch the capacity of AT&T’s networks, but he didn’t know the half of it. The iPhone came on so fast, and the need for capacity exploded so massively with the apps revolution, that AT&T found itself facing a monumental challenge. It had to enlarge its capacity, practically overnight, using the same basic line and wireless infrastructure it had in place. Otherwise, everyone who bought an iPhone was going to start experiencing dropped calls. AT&T’s reputation was on the line—and Jobs would not have been a happy camper if his beautiful phone kept dropping calls. To handle the problem, Stephenson turned to his chief of strategy, John Donovan, and Donovan enlisted Krish Prabhu, now president of AT&T Labs. Donovan picks up the story: “It’s 2006, and Apple is negotiating the service contracts for the iPhone. No one had even seen one. We decided to bet on Steve Jobs. When the phone first came out [in 2007] it had only Apple apps, and it was on a 2G network. So it had a very small straw, but it worked because people only wanted to do a few apps that came with the phone.” But then Jobs decided to open up the iPhone, as the venture capitalist John Doerr had suggested, to app developers everywhere. Hello, AT&T! Can you hear me now? “In 2008 and 2009, as the app store came on stream, the demand for data and voice just exploded—and we had the exclusive contract” to provide the bandwidth, said Donovan, “and no one anticipated the scale. Demand exploded a hundred thousand percent [over the next several years]. Imagine the Bay Bridge getting a hundred thousand percent more traffic. So we had a problem. We had a small straw that went from feeding a mouse to feeding an elephant and from a novelty device to a necessity” for everyone on the planet. Stephenson insisted AT&T offer unlimited data, text, and voice. The Europeans went the other way with more restrictive offerings. Bad move. They were left as roadkill by the stampede for unlimited data, text, and voice. Stephenson was right, but AT&T just had one problem—how to deliver on that promise of unlimited capacity without vastly expanding its infrastructure overnight, which was physically impossible. “Randall’s view was ‘never get in the way of demand,’” said Donovan. Accept it, embrace it, but figure out how to satisfy it fast before the brand gets killed by dropped calls. No one in the public knew this was going on, but it was a bet-the-business moment for AT&T, and Jobs was watching every step from Apple headquarters.

it enjoys strong network effects from its content ecosystem: thousands of developers write software for Apple devices because that’s where hundreds of millions of users are, and those users stay on the platform because it’s where the apps are.

The world was opening up to Apple bit by bit, and vice versa. The iPod was Apple’s first mass-market consumer device, but it had come about because Steve and his team had taken one logical step after another: first iMovie, then a correction leading to iTunes, then the iPod. Steve’s patience, discipline, and vision had set Apple on a new course, one that was more complicated than its old path, which had simply involved the regular improvement of personal computers.

get a sense of how powerful Musk’s work may end up being for the American economy, have a think about the dominant mechatronic machine of the past several years: the smartphone. Pre-iPhone, the United States was the laggard in the telecommunications industry. All of the exciting cell phones and mobile services were in Europe and Asia, while American consumers bumbled along with dated equipment. When the iPhone arrived in 2007, it changed everything. Apple’s device mimicked many of the functions of a computer and then added new abilities with its apps, sensors, and location awareness. Google charged to market with its Android software and related handsets, and the United States suddenly emerged as the driving force in the mobile industry. Smartphones were revolutionary because of the ways they allowed hardware, software, and services to work in unison. This was a mix that favored the skills of Silicon Valley. The rise of the smartphone led to a massive industrial boom in which Apple became the most valuable company in the country, and billions of its clever devices were spread all over the world.

Synchronizing Text Expansion Shortcuts One really nice side effect of enabling Documents in the Cloud is that it also enables automatic synchronization of your text shortcuts between your iOS devices. Not using text shortcuts? You absolutely should be. It’s a way for you to enter an abbreviation in any app, and have the system expand the abbreviation to a full word or phrase. For example, I often type “please” and “tomorrow” when I text. I’ve entered shortcuts for these as “pls” and “tmw,” respectively. I type the shortcut, and when I tap the Space bar, the shortcut is automatically replaced. You can use shortcuts for longer phrases, too. I use “bts” for “Be there soon,” for example. Or you might use shortcuts to build a library of alternative email signatures. To add your own shortcuts, Tap Settings > General > Keyboard > Shortcuts. You’ll find some shortcuts already created for you by Apple. Enter your own by tapping the Plus button, then entering the expanded phrase and the shortcut .

As history has shown, any new computing device capable of running a game will, by hook or by crook, soon have them available. (aka, the "Loguidice Law")

In other words, large is the new normal — Apple has joined the rest of the smartphone world by associating bigger screen sizes with most powerful devices.

Anyone who has held an iDevice or a smoothly machined MacBook has felt the result of Steve Jobs’s obsession with visual and experiential perfection. But the most important lesson to learn from Jobs has nothing to do with aesthetics. The greatest thing Jobs designed was his business. Apple imagined and executed definite multi-year plans to create new products and distribute them effectively.

I liked to point out that Medtronic, which makes all varieties of medical devices—from surgical tools to pacemakers—is so able to charge sky-high prices that it enjoys nearly double the gross profit margin of Apple, considered to be the jewel of American high-tech companies.

A startup called Wit.ai plans to make it easy for hardware makers and software developers to add custom voice controls to everything from Internet-connected thermostats to drones to smart watches. While big companies like Apple and Google have their own voice recognition technology, smaller companies and independent developers don’t have the deep pockets required to create voice software that continuously learns from mountains of data. Wit.ai, based in Palo Alto, California, is taking aim at the swiftly growing number of devices with small displays, or no screen at all, and at activities like driving and cooking, where you don’t want to look at or touch a display.

I had several friends from law school who were very enterprising guys, much more so than the average law student. They each started businesses after practicing law at large firms for multiple years. What kind of businesses did they start? They started boutique law firms. This is completely unsurprising if you think about it. They’d spent years becoming good at delivering legal services. It was a field that they understood and could compete in. Their credentials translated too. People learn from what they’re doing and do it again on their own. It’s not just lawyers; the consulting firm Bain and Company was started by seven former partners and managers from the Boston Consulting Group. Myriad boutique investment banks and hedge funds have spun out of large financial organizations. You can see the same pattern in the startup world. After PayPal was acquired by eBay in 2002, its founders and employees went on to found or cofound LinkedIn (Reid Hoffman), YouTube (Steve Chen, Jawed Karim, and Chad Hurley), Yelp (Russel Simmons and Jeremy Stoppelman), Tesla Motors (Elon Musk), SpaceX (Musk again), Yammer (David Sacks), 500 Startups (Dave McClure), and many other companies. PayPal’s CEO, Peter Thiel, famously made a $500,000 investment in Facebook that grew to over $1 billion. In this sense, PayPal is one of the most prolific companies of recent times. But if you look at any successful growth company you’ll start to see their alumni show up doing parallel things. Former Apple employees founded or cofounded Android, Palm, Nest, and Handspring, companies that revolve around devices. Former Yahoo! employees founded Ycombinator, Cloudera, Hunch.com, AppNexus, Polyvore, and many other web-oriented companies. Organizations give rise to other organizations like themselves.

Most Mondays, their visit to Ive would be followed by one to Avie and the team working on Apple’s new operating system, which would eventually be called OS X. The radical new operating system would be the flywheel of all the extraordinary developments that would follow over the next decade, from Apple’s suite of iLife applications, to iOS—the slimmed-down operating system that would give life to the iPhone and iPad—to the entirely new software industry that emerged to produce the millions of apps written for those devices. While Steve’s gadgets and computers drew the most attention, the software that made them go was every bit as important. Steve always said that Apple’s primary competitive advantage was that it created the whole widget: the finely tuned symbiosis between the hardware and the software together defined a superior user experience. In the PC world, hardware and software technologies came from different companies that didn’t always even get along, including IBM and the PC-clone manufacturers, Microsoft, and Intel.

In 1991, when Apple started to talk about the hand-held computing devices called personal digital assistants, or PDAs, a lot of people both inside and outside Intel considered them a “10X” force capable of restructuring the PC industry. PDAs could do to PCs what PCs were doing to mainframes, many said. Not wanting to be blind to this possibility, we made a very substantial external investment and started a major internal effort to ensure that we would participate in any PDA wave in a big way. Then Apple’s Newton came out in 1993 and was promptly criticized for its failings. What does this say about the PDA phenomenon? Is it less of a “10X” force because its first instantiation was disappointing? When you think about it, first versions of most things usually are. Lisa, the first commercial computer with a graphical user interface and the predecessor of the Mac, did not receive good acceptance. Neither did the first version of Windows, which was considered an inferior product for years—DOS with a pretty face, as many called it. Yet graphical user interfaces in general, and Windows in particular, have become “10X” forces shaping the industry.

as of 2019, students at Clemson University could use their SEOS-enabled Android device, iPhone, or Apple Watch to enter their dorm, check out a book from the library, or buy a meal at the cafeteria. Expanding its value proposition, SEOS gave ASSA ABLOY a platform upon which access and payment were now intertwined. Your digital identity gets you in the door—and it also gets you lunch.

Apple wanted the same thing for its new device, the iPhone; during a meeting, Steve Jobs had scolded the YouTube crew, “Your videos are shit.

Ive had become interested in the rise of credit cards and meditated on the disconnect between the cheap plastic material and the amount of money people spent with a swipe. He also puzzled over how a merchant could track a purchase instantly, even though a card user had to wait for a mailed paper statement. He imagined a world in which people carried circular medallions the size of a pebble that they would place on a minicomputer at checkout. The glossy black medallion would charge on a device the size of a pocket calculator that displayed transaction information. “He brought a preciousness and a watchmaker’s delicacy to it,” said John Elliott, a Newcastle professor. When Apple released a contactless payment system called Apple Pay decades later, Elliott remembered Ive’s “blue sky” project. “He was twenty years ahead of the game,” he said.

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Interaction area The principle: The design should consider the finger size and the habitual areas of the user. The design should make it easy and comfortable for the user to interact with the device.

The principle: The main components of a flagship device should be high-end, while other components can be mid-range or high-range, but not more than 30% of them. The device should not use low-end components that would affect its performance in some situations, especially those related to the core calculation and transport. Different companies have different abilities to negotiate with the suppliers, so the price does not reflect the quality of the materials used.

In 2012, Google Maps had become the premier provider of mapping services and location data for mobile phone users. It was a popular feature on Apple’s iPhone. However, with more consumer activity moving to mobile devices and becoming increasingly integrated with location data, Apple realized that Google Maps was becoming a significant threat to the long-term profitability of its mobile platform. There was a real possibility that Google could make its mapping technology into a separate platform, offering valuable customer connections and geographic data to merchants, and siphoning this potential revenue source away from Apple. Apple’s decision to create its own mapping app to compete with Google Maps made sound strategic sense—despite the fact that the initial service was so poorly designed that it caused Apple significant public embarrassment. The new app misclassified nurseries as airports and cities as hospitals, suggested driving routes that passed over open water (your car had better float!), and even stranded unwary travelers in an Australian desert a full seventy kilometers from the town they expected to find there. iPhone users erupted in howls of protest, the media had a field day lampooning Apple’s misstep, and CEO Tim Cook had to issue a public apology.19 Apple accepted the bad publicity, likely reasoning that it could quickly improve its mapping service to an acceptable quality level—and this is essentially what has happened. The iPhone platform is no longer dependent on Google for mapping technology, and Apple has control over the mapping application as a source of significant value.

The greatest beneficiary of the rise of foundries like TSMC was a company that most people don’t even realize designs chips: Apple. The company Steve Jobs built has always specialized in hardware, however, so it’s no surprise that Apple’s desire to perfect its devices includes controlling the silicon inside.

Even a late modern hero like Steve Jobs doesn’t conform to the narrative of secularism. In his biography of Jobs, Walter Isaacson recalls a scene near the end of Jobs’s life that exemplifies the ambiguity of our secular age: One sunny afternoon, when he wasn’t feeling well, Jobs sat in the garden behind his house and reflected on death. He talked about his experiences in India almost four decades earlier, his study of Buddhism, and his views on reincarnation and spiritual transcendence. “I’m about fifty-fifty on believing in God,” he said. “For most of my life, I’ve felt that there must be more to our existence than meets the eye.” He admitted that, as he faced death, he might be overestimating the odds out of a desire to believe in an afterlife. “I like to think that something survives after you die,” he said. “It’s strange to think that you accumulate all this experience, and maybe a little wisdom, and it just goes away. So I really want to believe that something survives, that maybe your consciousness endures.” He fell silent for a very long time. “But on the other hand, perhaps it’s like an on-off switch,” he said. “Click! And you’re gone.” Then he paused again and smiled slightly. “Maybe that’s why I never liked to put on-off switches on Apple devices.

But just imagine what would happen at the next Apple keynote if Tim Cook announced a simple monthly Apple subscription plan that covered everything: network provider charges, automatic hardware upgrades, and add-on options for extra devices, music and video content, specialty software, gaming, etc. Not just an upgrade program, but Apple as a Service.

This is the same thought process Steve Jobs brought to the iPhone in 2007. He mocked all the phones with physical keyboards because, he correctly noted, the keyboard was always there whether you needed it or not. You could never update it, you couldn’t change languages, and you couldn’t get rid of it when you didn’t want it. The real estate on the device was always and forever a bunch of keys in the arrangement and language that the device shipped with. The iPhone keyboard is software. It disappears when you don’t need it, which is most of the time. It can change to an emoji keyboard when needed, or another language if you’re multilingual, which means Apple can ship one SKU worldwide. The language you need is just software, not something that has to be fixed at the factory.

The problem probably started when I refused to call the process of purchasing the device an “upgrade.” When I buy a new roll of toilet paper, I do not refer to it as “upgrading” my toilet paper even if, for some uncanny reason, the new roll is slightly better than the previous one.

These arguments further distracted RIM from recalibrating its strategy and from monitoring the fringes of society, even as it was becoming clear that the iPhone was ushering in a new era of mobile connectivity. Rather than quickly adapting its beloved product for a new generation of mobile users, RIM continued tweaking and incrementally improving its existing BlackBerrys and their operating systems. But that first iPhone was in many ways a red herring. Apple swiftly made improvements to the phone and the operating system. Soon it became clear that the iPhone was never intended to compete against the BlackBerry. Apple had an entirely different vision for the future of smartphones—it saw the trend in single devices for all of life, not just business—and it would leapfrog RIM as a result.

Mergers and talent acquisitions would indicate that Apple and Microsoft were onto something similar, and to me, that indicated a possible emerging-trend candidate in ubiquitous virtual assistants. This trend—ubiquitous virtual assistants—meant that our machines would soon learn about us, anticipate our needs, and complete tasks in the background, without our direct request or supervision. The ubiquitous virtual assistant trend would be pervasive, spanning mobile phones at first before moving to other ambient interfaces and operating systems. Perhaps in the future, we might subscribe to a single assistant capable of interoperating with all of the people, devices, and objects in our lives.

Despite this series of missteps, this did not impact Apple’s capability reputation – on the contrary, the company’s reputation protected it from any fallout. Once you have won a reputation for a certain type of competence, in this case producing devices that everyone on the planet wants to own, it is hard to shake off.

2021年版UBC毕业证办理Q微202 661 44 33出售UBC毕业证UBC文凭UBC假学历UBC假文凭UBC高仿毕业证。 JKJSSJHSSNB The box for the new Apple TV 4K is funny. It’s literal. Meaning, it’s a picture of what you’ll see when you open the box. It’s like if the outside container were clear. But it’s not. It’s a picture. A picture of what is literally inside the box. This is almost true of some other Apple products. Namely, the iPhone and iPad boxes showcase the devices you’re about to unbox, but it’s different as it shows what they look like with the screen on. Except without apps or anything else on the screen besides a wallpaper. The Apple Watch boxes vary but often show a random watch face. Again, not what you’ll literally see when you open the box. The Apple TV 4K box does that. Which isn’t that interesting other than what it highlights beyond the Apple TV hardware itself: the remote.

温哥华KPU毕业证文凭办理【Q微202 661 44 33】加拿办KPU学位证购买昆特兰理工大学文凭2021硕士学位证出售大昆特兰理工大学毕业证2021版办KPU毕业证办KPU文凭。 KJSKJSSJKSJKSHJK klSJSKLSKJSSJKHSJKS If it’s not exactly the star of the show, it certainly upstages the device which actually does all the computing. And that’s because it’s not just better than the remote that came before it, it’s roughly a hundred million trillion billion million times better. Actually, that’s incorrect. Because the last Apple TV remote was a zero. And zero times anything is zero. So instead let’s say that this new Apple TV remote is wonderful and the last one was total shit. Anyway, it seems clear that Apple is well aware of both how bad and how hated the last Apple TV remote was. This doesn’t explain why they kept it in place for six years.¹ But it does explain why they put it on the goddamn box. And why they updated iOS to include the iconography of the new remote before anyone even had one in their hands. It may have taken six years too long, but Apple was ready to move on. So say we all.

康考迪亚大学毕业证2020本科办理咨询Q微2026614433办理康考迪亚大学毕业证办康考迪亚大学文凭办康考迪亚大学假学位办理康考迪亚大学假学历证书。 KAJAKHSJKSJKSJKSSJNBSNSBSNM I will say that the set up of a new Apple TV remains sort of a pain. It’s weird, Apple has made the very initial part a breeze — you just hold your iPhone close to the device and it copies over your main details like WiFi and iTunes login. But for each app you’ll have to re-auth in. And again, this sucks using a remote (as it does with any remote). It’s better using the software remote built into iOS, but it still sucks that you have to do this at all. And it especially sucks because it’s not just entering log-ins and passwords, but often using a phone or computer to visit URLs and entering codes to auth. Amazon is actually by far the best at this, as they give you a QR code to scan with your phone’s camera and you’re done. Everyone: copy this approach.

AT THAT TIME in my personal life, I was coming to grips with the end of the world. The familiar world, anyway. Many of us were. Scientists said it was ending now, philosophers said it had always been ending. Historians said there’d been dark ages before. It all came out in the wash, because eventually, if you were patient, enlightenment arrived and then a wide array of Apple devices.

Here’s another fascinating example of Amazon enabling and anticipating customer needs despite traditional views of competition. As this book was going to press, Amazon announced on September 24, 2019 that it was joining 30 different companies in the “Voice Interoperability Initiative” to ensure as many devices as possible will work with digital assistants from different companies. Amazon is pulling together with its competitors to create an industry standard for voice assistant software and hardware. Notably, Google, Apple, and Samsung are so far sitting out the initiative. “As much as people would like the headline that there’s going to be one voice assistant that rules them all, we don’t agree,” says Amazon’s SVP of devices and services Dave Limp in The Verge. “This isn’t a sporting event. There’s not going to be one winner.” “The

Building a Better Battery Boyoun Kim By BRIAN X. CHEN and NICK BILTON SAN FRANCISCO — The next breakthrough smartphone, or maybe the one after that, might not have a traditional battery as its sole source of power. Instead, it could pull energy from the air or power itself through television, cellular or Wi-Fi signals. Engineers at Apple even tried for many years to build a smarter battery by adding solar charging to iPhones and iPods, a former Apple executive said. And they have continued to experiment with solar charging, two people who work at the company said. Batteries, long the poor cousin to computer chips in research-obsessed Silicon Valley, are now the rage. As tech companies push their businesses into making wearable devices like fitness bands, eyeglasses and smart watches, the limitations of battery technology have become the biggest obstacle to sales and greater profits. Consumers are unlikely to embrace a wristwatch computer like the one being worked on by Apple, or Google’s smart glasses, if they work only a few hours between charges and must be removed to be plugged in.

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Unlike most electronic devices, we wanted to keep Kindle simple. Kindle is wireless and ready to use right out of the box – no setup, no software to install, no computer required. "New Kindle leaves rivals farther back." - New York Times "Amazon's newest Kindle is the best ebook-reading device on the market. It's better than the Apple iPad, the Barnes & Noble Nook, the various Sony readers…" - Fast Company "Battery life is long

Apple introduces CarPlay for iPhone use in vehicles The CarPlay technology will be available in vehicles as early as this year. Photo: Bloomberg By Tom Lavell | 209 words Frankfurt: Apple Inc. on Monday said their new CarPlay technology will enable drivers use iPhone with voice commands or steering-wheel buttons, and will be available in vehicles as early as this year. Fiat SpA's Ferrari supercar division, Daimler AG's Mercedes-Benz luxury unit and Volvo Car Corp. will show customers the CarPlay system this week, with other auto producers introducing it later, Cupertino, California-based Apple said in a statement. CarPlay will be available as an update to the iOS 7 mobile software on iPhones, and works with the Siri voice-recognition feature. In-vehicle technology is the top selling point for 39% of car buyers, more than twice the 14% who cited traditional performance measures such as power and speed as their first consideration, consulting company Accenture Plc said in a study published in December. The US senate commerce committee chairman Jay Rockefeller, a West Virginia Democrat, vowed in February to pursue rules for in-vehicle use of mobile phones and Internet-linked entertainment systems unless carmakers and suppliers do more to limit disruptions to drivers' focus. "CarPlay lets drivers use their iPhone in the car with minimized distraction," Greg Joswiak, Apple's marketing vice president for the mobile device, said in Monday's statement, released in advance of the technology's debut at the Geneva International Motor Show this week. Bloomberg

the magazine’s reporter encountered Steve manning the Apple Computer booth at a computer fair. “I wish we’d had these personal machines when I was growing up,” Jobs tells him, before continuing on for a total of 224 words: “People have been hearing all sorts of things about computers during the past ten years through the media. Supposedly computers have been controlling various aspects of their lives. Yet, in spite of that, most adults have no idea what a computer really is, or what it can or can’t do. Now, for the first time, people can actually buy a computer for the price of a good stereo, interact with it, and find out all about it. It’s analogous to taking apart 1955 Chevys. Or consider the camera. There are thousands of people across the country taking photography courses. They’ll never be professional photographers. They just want to understand what the photographic process is all about. Same with computers. We started a little personal-computer manufacturing company in a garage in Los Altos in 1976. Now we’re the largest personal-computer company in the world. We make what we think of as the Rolls-Royce of personal computers. It’s a domesticated computer. People expect blinking lights, but what they find is that it looks like a portable typewriter, which, connected to a suitable readout screen, is able to display in color. There’s a feedback it gives to people who use it, and the enthusiasm of the users is tremendous. We’re always asked what it can do, and it can do a lot of things, but in my opinion the real thing it is doing right now is to teach people how to program the computer.” Before moving on to a booth where a bunch of kids were playing a computer game called Space Voyager, the reporter asks if Steve “would mind telling us his age. ‘Twenty-two,’ Mr. Jobs said.” Speaking off-the-cuff to a passing journalist from a decidedly nontechie publication, Steve finds so many ways to demystify for the average person the insanely geeky device that he and Woz had created.