1 00:00:04,400 --> 00:00:07,800 Speaker 1: Welcome to tech Stuff, a production from I Heart Radio. 2 00:00:11,800 --> 00:00:14,120 Speaker 1: Hey there, and welcome to tech Stuff. I'm your host, 3 00:00:14,160 --> 00:00:16,799 Speaker 1: Jonathan Strickland. I'm an executive producer with iHeart Radio and 4 00:00:16,840 --> 00:00:21,040 Speaker 1: how the tech are you. We are continuing our series 5 00:00:21,040 --> 00:00:26,080 Speaker 1: of episodes about Johnny. I've the famous tech designer, industrial 6 00:00:26,160 --> 00:00:30,040 Speaker 1: designer who, under the guidance and support of Steve Jobs, 7 00:00:30,560 --> 00:00:34,240 Speaker 1: was instrumental in changing Apple from a company that was 8 00:00:34,280 --> 00:00:37,840 Speaker 1: on the brink of bankruptcy into a company that became 9 00:00:37,880 --> 00:00:40,919 Speaker 1: a household name in electronics. Now, if this is your 10 00:00:40,920 --> 00:00:43,120 Speaker 1: first time hearing about all this, you should look at 11 00:00:43,120 --> 00:00:46,920 Speaker 1: the episodes I published last Monday and Wednesday first, because 12 00:00:46,960 --> 00:00:49,559 Speaker 1: I've already covered a lot of ground and we're just 13 00:00:49,560 --> 00:00:52,840 Speaker 1: gonna pick up from there now. I ended the last 14 00:00:52,840 --> 00:00:56,720 Speaker 1: episode a little rushed with a summary of ives work 15 00:00:56,840 --> 00:00:59,440 Speaker 1: on the iPod, and as I mentioned in that episode, 16 00:00:59,480 --> 00:01:02,960 Speaker 1: the iPod would go on to become an iconic piece 17 00:01:03,000 --> 00:01:07,759 Speaker 1: of technology that would extend Apple's influence beyond the faithful 18 00:01:07,840 --> 00:01:10,399 Speaker 1: customers who had been Apple's bread and butter for so 19 00:01:10,440 --> 00:01:13,320 Speaker 1: many years. You know, I gotta keep in mind that 20 00:01:13,440 --> 00:01:16,319 Speaker 1: Apple was really facing a huge uphill battle while the 21 00:01:16,480 --> 00:01:20,200 Speaker 1: iMac was a big hit, and you know, especially in 22 00:01:20,200 --> 00:01:23,800 Speaker 1: like the educational sector. The truth of the matter was 23 00:01:23,880 --> 00:01:28,320 Speaker 1: is that Windows PCs still had most of the market share, 24 00:01:28,480 --> 00:01:32,200 Speaker 1: like mac had only carved out that tiny little slice 25 00:01:32,200 --> 00:01:36,160 Speaker 1: of the market share in comparison. So while while the 26 00:01:36,200 --> 00:01:39,480 Speaker 1: iMac really helped Apple out and and helped it, you know, 27 00:01:39,800 --> 00:01:43,520 Speaker 1: reel back from falling over the precipice, it was this 28 00:01:43,640 --> 00:01:49,240 Speaker 1: expansion into electronics that would really change Apple's fate. So 29 00:01:49,320 --> 00:01:52,840 Speaker 1: the iPod would ultimately reach folks who had never owned 30 00:01:52,880 --> 00:01:56,600 Speaker 1: any other Apple product, but it took a while, and 31 00:01:56,720 --> 00:01:58,920 Speaker 1: one reason for that had nothing to do with the 32 00:01:59,000 --> 00:02:02,000 Speaker 1: industrial line of the iPod, but rather the lack of 33 00:02:02,040 --> 00:02:06,880 Speaker 1: compatibility with non Apple computers. So the original iPod, the 34 00:02:06,920 --> 00:02:10,600 Speaker 1: first generation, required a Macintosh in order to synchronize the 35 00:02:10,600 --> 00:02:16,200 Speaker 1: iPod with the user's music collection, which was on iTunes. Now. Also, 36 00:02:16,280 --> 00:02:18,640 Speaker 1: at this point in Apple's history, you could not buy 37 00:02:18,760 --> 00:02:23,040 Speaker 1: digital music off of iTunes and there was no music store. Instead, 38 00:02:23,360 --> 00:02:26,640 Speaker 1: you would take your CD collection because that's what we 39 00:02:26,720 --> 00:02:30,079 Speaker 1: used to keep music on kids, and you would insert 40 00:02:30,240 --> 00:02:32,800 Speaker 1: CD by c D you would RiPP music from the 41 00:02:32,840 --> 00:02:36,600 Speaker 1: CD into iTunes. Then you could transfer the music from 42 00:02:36,600 --> 00:02:40,959 Speaker 1: your iTunes library to your iPod using a physical cable, 43 00:02:41,000 --> 00:02:44,320 Speaker 1: which is also how you would charge the iPod. It 44 00:02:44,360 --> 00:02:46,639 Speaker 1: was a FireWire cable back in the day. So this 45 00:02:47,000 --> 00:02:49,959 Speaker 1: was a point where Apple was really keeping everything within 46 00:02:50,000 --> 00:02:53,359 Speaker 1: its own ecosystem for the most part. Now, the reason 47 00:02:53,440 --> 00:02:57,640 Speaker 1: you couldn't buy digital music off iTunes in those early 48 00:02:57,760 --> 00:03:00,160 Speaker 1: days that had a lot to do with the music industry, 49 00:03:00,200 --> 00:03:04,440 Speaker 1: not with Apple. So this was a transitional phase where 50 00:03:04,440 --> 00:03:07,840 Speaker 1: the record labels held most of the leverage, though sales 51 00:03:07,880 --> 00:03:11,040 Speaker 1: of CDs and other media were starting to flag, and 52 00:03:11,280 --> 00:03:13,920 Speaker 1: it wouldn't take very long for Apple to switch that 53 00:03:14,000 --> 00:03:16,440 Speaker 1: around to get the upper hand over the music industry. 54 00:03:16,720 --> 00:03:20,240 Speaker 1: It was not instantaneous, and it did progress in phases, 55 00:03:20,560 --> 00:03:23,280 Speaker 1: but it totally happened. One other thing I wanted to 56 00:03:23,280 --> 00:03:27,639 Speaker 1: mention before we move on is that last year, this 57 00:03:27,800 --> 00:03:32,200 Speaker 1: past year one for those of y'all listening for the future, Uh, 58 00:03:32,360 --> 00:03:36,119 Speaker 1: that was iPods twentieth anniversary, So it had come out 59 00:03:36,200 --> 00:03:42,840 Speaker 1: twenty years earlier, and this year in Apple finally discontinued 60 00:03:42,960 --> 00:03:48,160 Speaker 1: all iPod models. But anyway, last year a software company 61 00:03:48,160 --> 00:03:51,760 Speaker 1: called Panic actually showed off a prototype of the iPod 62 00:03:52,360 --> 00:03:56,760 Speaker 1: and it looks absolutely nothing like what Apple would ultimately launch, 63 00:03:56,840 --> 00:04:01,760 Speaker 1: and that was on purpose. So this prototype iPod, it's 64 00:04:01,880 --> 00:04:05,280 Speaker 1: funny to even talk about. It was enormous. It was 65 00:04:05,320 --> 00:04:08,240 Speaker 1: like the size of a DVD player, and it was 66 00:04:08,320 --> 00:04:13,040 Speaker 1: also pale yellow in color. Uh had a mechanical scroll 67 00:04:13,040 --> 00:04:15,600 Speaker 1: wheel in the upper left corner of the front face 68 00:04:15,760 --> 00:04:19,280 Speaker 1: of this thing. It had four physical buttons that had 69 00:04:19,320 --> 00:04:22,680 Speaker 1: little labels that were taped onto the prototype and the 70 00:04:22,880 --> 00:04:25,680 Speaker 1: label said up, down, left, and right, so there was 71 00:04:25,720 --> 00:04:28,200 Speaker 1: like a physical switch for each of those. And it 72 00:04:28,279 --> 00:04:30,880 Speaker 1: had the Apple logo with the word iPod underneath in 73 00:04:30,920 --> 00:04:33,520 Speaker 1: the upper right corner of the device. And according to 74 00:04:33,520 --> 00:04:37,160 Speaker 1: Tony Fidel, the interior of the device was mostly empty space. 75 00:04:37,240 --> 00:04:40,159 Speaker 1: It wasn't like filled with circuitry or anything. And the 76 00:04:40,200 --> 00:04:43,479 Speaker 1: team who made it purposefully avoided anything that would look 77 00:04:43,520 --> 00:04:46,400 Speaker 1: like what the final design was supposed to be be like. 78 00:04:46,920 --> 00:04:49,600 Speaker 1: And that was just to avoid any potential leaks or 79 00:04:49,640 --> 00:04:53,320 Speaker 1: anything like that. As for the real thing, I've was 80 00:04:53,400 --> 00:04:57,360 Speaker 1: inspired by a much older piece of technology, the nineteen 81 00:04:57,520 --> 00:05:01,520 Speaker 1: fifty eight Brown T three radio, which was designed by 82 00:05:01,600 --> 00:05:06,480 Speaker 1: an industrial designer, famous industrial designer named Dieter Rams. I've, 83 00:05:06,920 --> 00:05:12,200 Speaker 1: like Rams believed in the mantra, less but better meaning 84 00:05:12,279 --> 00:05:15,880 Speaker 1: the design of whatever you're working on should not be 85 00:05:16,000 --> 00:05:20,239 Speaker 1: burdened with flourishes and unnecessary touches. I have a feeling 86 00:05:20,279 --> 00:05:25,480 Speaker 1: that Johnny I've detests baroque. If he walked through say 87 00:05:25,560 --> 00:05:28,200 Speaker 1: Hurst Castle, his eyes would probably pop out of his 88 00:05:28,240 --> 00:05:31,600 Speaker 1: head because it is probably the gaudiest place I've ever 89 00:05:31,680 --> 00:05:34,880 Speaker 1: been to, and I've been to Pigeon Forward, y'all. Now, 90 00:05:34,920 --> 00:05:38,560 Speaker 1: if you google image search the nineteen fifty eight brown 91 00:05:38,800 --> 00:05:42,240 Speaker 1: that's b R A U N T three, you'll see 92 00:05:42,240 --> 00:05:44,960 Speaker 1: a small radio that, when it stood on its end, 93 00:05:45,480 --> 00:05:48,839 Speaker 1: has a speaker that's at the top, and below that 94 00:05:49,080 --> 00:05:52,480 Speaker 1: is a radio tuning wheel. And you'll look and you'll say, yeah, 95 00:05:52,560 --> 00:05:54,599 Speaker 1: that does look a lot like an iPod where you 96 00:05:54,680 --> 00:05:57,000 Speaker 1: had the screen at the top and then you had 97 00:05:57,040 --> 00:06:00,840 Speaker 1: the little scroll wheel, the circular wheel you could, you know, 98 00:06:00,960 --> 00:06:04,200 Speaker 1: physically mechanically move in a circle. With that first generation 99 00:06:04,920 --> 00:06:07,880 Speaker 1: on there, you could definitely see the similarities. The T 100 00:06:08,080 --> 00:06:11,360 Speaker 1: three is larger than the iPod, but the T three's 101 00:06:11,400 --> 00:06:14,200 Speaker 1: influence on I've is unmistakable. That's not to say that 102 00:06:14,279 --> 00:06:16,760 Speaker 1: I've didn't make this design his own. He totally did. 103 00:06:17,279 --> 00:06:20,560 Speaker 1: But you can see sort of the pedigree of the 104 00:06:20,680 --> 00:06:24,880 Speaker 1: iPod design by comparing it to this this old radio. Now, 105 00:06:24,960 --> 00:06:27,760 Speaker 1: Johnny i'ves design of the iPod brought in a material 106 00:06:27,800 --> 00:06:30,599 Speaker 1: that Apple had not really been using for its products 107 00:06:30,640 --> 00:06:33,200 Speaker 1: up to that point, which was stainless steel. So the 108 00:06:33,240 --> 00:06:37,400 Speaker 1: front of the iPod would be white. Actually the name 109 00:06:37,520 --> 00:06:40,960 Speaker 1: of the color of the original iPod is moon gray. 110 00:06:41,920 --> 00:06:44,920 Speaker 1: The back of the iPod would be stainless steel, and 111 00:06:44,960 --> 00:06:47,479 Speaker 1: the company logo would be on the back of the 112 00:06:47,560 --> 00:06:51,719 Speaker 1: iPod on the steel side. Now, some questioned i've's decisions. 113 00:06:51,960 --> 00:06:53,840 Speaker 1: They thought it made more sense for Apple to put 114 00:06:53,920 --> 00:06:55,680 Speaker 1: the logo on the front of the device, not on 115 00:06:55,720 --> 00:06:58,479 Speaker 1: the back. But I didn't want the logo to intrude 116 00:06:58,480 --> 00:07:01,799 Speaker 1: on the experience, and he wanted to use stainless steel 117 00:07:01,880 --> 00:07:05,680 Speaker 1: partly because it would actually give the iPod some heft. 118 00:07:06,360 --> 00:07:08,560 Speaker 1: It would it would have some weight to it, and 119 00:07:08,640 --> 00:07:11,800 Speaker 1: I was thinking that weight in the hands of the 120 00:07:11,880 --> 00:07:15,920 Speaker 1: user might be associated with the work that artists were 121 00:07:15,920 --> 00:07:19,040 Speaker 1: putting into their music. That you were actually listening to 122 00:07:19,360 --> 00:07:22,560 Speaker 1: this idea that it should be heavy. It can hold 123 00:07:22,640 --> 00:07:25,320 Speaker 1: up to a thousand songs like it's a It's an 124 00:07:25,320 --> 00:07:30,800 Speaker 1: interesting leap there, because obviously music doesn't weigh anything unless 125 00:07:30,800 --> 00:07:32,720 Speaker 1: you're trying to carry a musical instrument or a lot 126 00:07:32,720 --> 00:07:35,160 Speaker 1: of sheet music. But you know, music doesn't weigh anything, 127 00:07:35,160 --> 00:07:37,120 Speaker 1: but the idea of no, but we need this device 128 00:07:37,160 --> 00:07:39,600 Speaker 1: to make it feel like it should weigh something because 129 00:07:40,520 --> 00:07:43,400 Speaker 1: it's able to hold an entire library is worth of music. 130 00:07:43,640 --> 00:07:45,679 Speaker 1: Well that's what they thought back in the day. Turns 131 00:07:45,680 --> 00:07:49,280 Speaker 1: out that people can collect way more than a thousand songs, 132 00:07:49,320 --> 00:07:52,239 Speaker 1: So that was an interesting choice one that I don't 133 00:07:52,560 --> 00:07:54,520 Speaker 1: I don't know how I fall. I mean, I like 134 00:07:54,680 --> 00:07:58,120 Speaker 1: the feel the weight of that first generation iPod. Actually 135 00:07:58,120 --> 00:08:01,400 Speaker 1: like the way that feels. Um. I don't necessarily associate 136 00:08:01,440 --> 00:08:04,040 Speaker 1: it with the amount of work artists put into their music, 137 00:08:04,080 --> 00:08:06,960 Speaker 1: but that may be a lack of imagination on my part. Now, 138 00:08:07,000 --> 00:08:11,440 Speaker 1: one component that wasn't ives idea on that first generation 139 00:08:11,480 --> 00:08:15,640 Speaker 1: iPod was that mechanical scroll wheel, right, that circle that 140 00:08:15,760 --> 00:08:18,880 Speaker 1: you could spin around to go through menus and stuff. 141 00:08:18,920 --> 00:08:23,520 Speaker 1: That was actually Phil Schiller's idea. Schiller was head of marketing, uh. 142 00:08:23,560 --> 00:08:25,760 Speaker 1: He would actually step in for Steve Jobs a few 143 00:08:25,760 --> 00:08:30,240 Speaker 1: times when jobs health was in decline, and Schiller had 144 00:08:30,280 --> 00:08:33,840 Speaker 1: pitched the idea of an input device that gave physical feedback. 145 00:08:33,960 --> 00:08:37,000 Speaker 1: The clicking of the wheel in this case, and so 146 00:08:37,080 --> 00:08:40,640 Speaker 1: that element did not come straight from Johnny Ives group. Now, 147 00:08:40,679 --> 00:08:42,800 Speaker 1: like I said in the last episode, the first iPods 148 00:08:42,840 --> 00:08:46,760 Speaker 1: sold well, but they it wasn't the breakout hit that 149 00:08:46,920 --> 00:08:50,199 Speaker 1: later generations of the iPod would become. I mean, if 150 00:08:50,760 --> 00:08:53,640 Speaker 1: Apple had stuck with the way they did the first iPod, 151 00:08:53,679 --> 00:08:57,240 Speaker 1: we probably wouldn't be calling these things podcasts. We'd be 152 00:08:57,240 --> 00:09:00,520 Speaker 1: calling them something else. But Apple did more than a 153 00:09:00,559 --> 00:09:04,000 Speaker 1: hundred thousand units between when the first iPod came out 154 00:09:04,040 --> 00:09:07,720 Speaker 1: in early to mid November of two thousand one and 155 00:09:07,760 --> 00:09:10,680 Speaker 1: then the end of the year, So in uh, you know, 156 00:09:10,880 --> 00:09:12,840 Speaker 1: a little more than a month, they sold a hundred 157 00:09:12,840 --> 00:09:16,760 Speaker 1: thousand units. That's not shabby. By January two thousand three, 158 00:09:16,800 --> 00:09:19,840 Speaker 1: Apple had sold more than six hundred thousand iPods, which 159 00:09:19,960 --> 00:09:22,880 Speaker 1: wasn't bad, but it did show how Apple's customer base 160 00:09:22,960 --> 00:09:25,640 Speaker 1: at this point was still fairly limited. In fact, the 161 00:09:25,640 --> 00:09:28,920 Speaker 1: company had only added support for Windows machines in August 162 00:09:28,960 --> 00:09:32,360 Speaker 1: of two thousand two. But in two thousand four things 163 00:09:32,360 --> 00:09:35,680 Speaker 1: really picked up. Apple introduced the iPod Mini, which was 164 00:09:35,720 --> 00:09:38,400 Speaker 1: a slimmed down version of the iPod that was available 165 00:09:38,440 --> 00:09:41,680 Speaker 1: in several colors, so not just moon gray that I've 166 00:09:41,720 --> 00:09:44,760 Speaker 1: really favored. In addition, the Mini was made out of 167 00:09:44,800 --> 00:09:49,200 Speaker 1: anodized aluminum, giving the iPods a different feel. Uh they 168 00:09:49,320 --> 00:09:52,160 Speaker 1: you know that the texture was different, and Ivan his 169 00:09:52,240 --> 00:09:54,480 Speaker 1: team had worked hard to find just the right material 170 00:09:54,559 --> 00:09:56,960 Speaker 1: and colors to create a line of devices that still 171 00:09:57,000 --> 00:09:59,080 Speaker 1: had the right weight and feel to them and would 172 00:09:59,080 --> 00:10:03,440 Speaker 1: be inviting. And Apple's iPod sales climbed above two million 173 00:10:03,559 --> 00:10:06,880 Speaker 1: but into January two four by the end of the year, 174 00:10:07,360 --> 00:10:08,840 Speaker 1: so that was at the end of January, but by 175 00:10:08,840 --> 00:10:12,680 Speaker 1: the end of the year they went to more than 176 00:10:12,840 --> 00:10:18,600 Speaker 1: ten million units sold. That's an astronomical climb in sales, right, Like, 177 00:10:19,640 --> 00:10:22,160 Speaker 1: it was two million by the end of January two 178 00:10:22,440 --> 00:10:25,240 Speaker 1: four by the end of the next ten eleven months 179 00:10:25,320 --> 00:10:30,120 Speaker 1: rather more than ten million. Incredible. So the iPod success 180 00:10:30,800 --> 00:10:33,360 Speaker 1: was huge both for I've as a designer and for 181 00:10:33,400 --> 00:10:37,440 Speaker 1: Apple as a company. And we'll talk about what that 182 00:10:37,480 --> 00:10:48,880 Speaker 1: meant for Apple when we come back from these messages. Okay, 183 00:10:48,920 --> 00:10:51,720 Speaker 1: So the iPod was a huge hit, and that huge 184 00:10:51,800 --> 00:10:54,520 Speaker 1: hit was enough to really convince Steve Jobs, not that 185 00:10:54,520 --> 00:10:57,480 Speaker 1: he needed much convincing anyway, but it really sealed the 186 00:10:57,520 --> 00:11:00,080 Speaker 1: deal that his own preference, which was to put it 187 00:11:00,200 --> 00:11:05,280 Speaker 1: as much emphasis on design as on things like functionality. 188 00:11:05,400 --> 00:11:07,480 Speaker 1: That was the way to go that you had to 189 00:11:07,559 --> 00:11:12,880 Speaker 1: have designed be a prime component of any product. That 190 00:11:13,000 --> 00:11:16,640 Speaker 1: couldn't just be what does the software do or how 191 00:11:16,679 --> 00:11:19,160 Speaker 1: do you access it? What's the user interface? But the 192 00:11:19,200 --> 00:11:21,959 Speaker 1: actual physical design of the product had to be just 193 00:11:22,000 --> 00:11:25,320 Speaker 1: as important, if not more so. Now you have to 194 00:11:25,360 --> 00:11:28,720 Speaker 1: remember that back then, Apple was not the brand that 195 00:11:28,840 --> 00:11:32,720 Speaker 1: it is today. The company had its rabid fans back 196 00:11:33,040 --> 00:11:36,760 Speaker 1: in you know, two thousand, two thousand one, but they 197 00:11:36,760 --> 00:11:39,120 Speaker 1: were in the minority. Apple had been the butt of 198 00:11:39,200 --> 00:11:42,440 Speaker 1: jokes in the mainstream, Like people joked about how the 199 00:11:42,480 --> 00:11:45,520 Speaker 1: Apple Mac was. You know, you don't even play games 200 00:11:45,520 --> 00:11:47,720 Speaker 1: on an Apple Mac, like there's there's nothing to play. 201 00:11:47,800 --> 00:11:49,840 Speaker 1: That wasn't true, by the way, but that was the perception. 202 00:11:50,400 --> 00:11:53,480 Speaker 1: So things were starting to turn around now, right because 203 00:11:54,000 --> 00:11:56,800 Speaker 1: the Imax had really started to catch capture a lot 204 00:11:56,800 --> 00:11:59,920 Speaker 1: of attention. They were just very fun and and love 205 00:12:00,080 --> 00:12:03,000 Speaker 1: lead designed like you wanted you wanted to have one. 206 00:12:03,480 --> 00:12:06,600 Speaker 1: It looked like candy. The iPods were a huge hit. 207 00:12:07,000 --> 00:12:08,880 Speaker 1: So now the general public, we're starting to want to 208 00:12:08,920 --> 00:12:11,200 Speaker 1: get their hands on Apple products. It was it was 209 00:12:11,240 --> 00:12:15,360 Speaker 1: going beyond the Apple Faithful, and those attractive computers and 210 00:12:15,360 --> 00:12:19,079 Speaker 1: iPods were really transforming the company. One computer that got 211 00:12:19,080 --> 00:12:22,520 Speaker 1: attention and not all of it was positive, was the 212 00:12:22,640 --> 00:12:26,360 Speaker 1: iMac G four computer, which was released in two thousand one, 213 00:12:26,440 --> 00:12:29,240 Speaker 1: so same year that the iPod came out. And if 214 00:12:29,240 --> 00:12:30,720 Speaker 1: you take a look at this, if you look at 215 00:12:30,720 --> 00:12:33,040 Speaker 1: the iMac G four, which had a couple of different 216 00:12:33,080 --> 00:12:36,600 Speaker 1: names throughout its history, you can definitely see that the 217 00:12:36,679 --> 00:12:42,120 Speaker 1: evolutionary step that existed between the iMac G three models, 218 00:12:42,120 --> 00:12:46,840 Speaker 1: which were those really colorful CRT screen computer systems that 219 00:12:46,840 --> 00:12:49,439 Speaker 1: were all in one computer system, and then you can 220 00:12:49,480 --> 00:12:53,880 Speaker 1: also see the following step after the iMac G four, 221 00:12:54,160 --> 00:12:56,680 Speaker 1: which are the more modern IMAX, which are kind of 222 00:12:56,720 --> 00:12:59,360 Speaker 1: all in one devices where you've got a flat screen 223 00:12:59,800 --> 00:13:02,600 Speaker 1: with the computer integrated right behind the flat screen and 224 00:13:02,640 --> 00:13:05,800 Speaker 1: it's on a stand. Right, That's been the IMAX of 225 00:13:05,960 --> 00:13:09,400 Speaker 1: recent years. Well, this one, the iMac G four, is 226 00:13:09,640 --> 00:13:13,240 Speaker 1: kind of in between those, though I'd say it's more 227 00:13:13,760 --> 00:13:16,559 Speaker 1: it's closer to the more recent IMAX than the old 228 00:13:16,960 --> 00:13:20,880 Speaker 1: uh G three's. So the base of this computer was 229 00:13:21,040 --> 00:13:25,080 Speaker 1: a little dome and that's where all the computer elements were, 230 00:13:25,200 --> 00:13:27,560 Speaker 1: right like that's where the optical drive was, That's where 231 00:13:27,600 --> 00:13:30,439 Speaker 1: you would plug in your peripherals, and that dome is 232 00:13:30,520 --> 00:13:32,400 Speaker 1: kind of what I think of as the nod to 233 00:13:33,120 --> 00:13:36,080 Speaker 1: the IMAX three days now. At the top of the 234 00:13:36,120 --> 00:13:40,880 Speaker 1: dome was an attached arm that you could tilt kind 235 00:13:40,920 --> 00:13:43,520 Speaker 1: of like a desk lamp, and on the end of 236 00:13:43,520 --> 00:13:46,040 Speaker 1: that arm was the flat panel display for the computer. 237 00:13:46,640 --> 00:13:51,520 Speaker 1: So it didn't have the computer incorporated behind the flat screen. 238 00:13:51,880 --> 00:13:54,680 Speaker 1: It was instead incorporated in this little dome. So it 239 00:13:54,760 --> 00:13:57,800 Speaker 1: wasn't quite the same as modern IMAX. So that's why 240 00:13:57,800 --> 00:13:59,839 Speaker 1: I say it was kind of in between. And this 241 00:14:00,080 --> 00:14:02,600 Speaker 1: was a bold move for the company. It differentiated Apple's 242 00:14:02,640 --> 00:14:07,240 Speaker 1: computers from the beige desktops associated with Windows machines, and 243 00:14:07,280 --> 00:14:10,439 Speaker 1: the company called it the New iMac at the time. 244 00:14:10,600 --> 00:14:13,160 Speaker 1: Later on they would rename it the iMac G four. 245 00:14:14,200 --> 00:14:17,400 Speaker 1: The l c D display on the New iMac wasn't cheap, 246 00:14:17,640 --> 00:14:21,480 Speaker 1: and so the New iMac was pretty expensive machine, and 247 00:14:21,520 --> 00:14:25,120 Speaker 1: the education sector, which again was one of Apple's really 248 00:14:25,160 --> 00:14:29,240 Speaker 1: big customers, kind of lagged on adopting the iMac G 249 00:14:29,480 --> 00:14:32,360 Speaker 1: four because it was so expensive. A lot of them 250 00:14:32,560 --> 00:14:36,640 Speaker 1: kept on buying the G three until Apple stopped selling them. 251 00:14:36,680 --> 00:14:40,200 Speaker 1: In two thousand four, Apple would unveil the iMac G five. Now, 252 00:14:40,240 --> 00:14:43,120 Speaker 1: this was the first of the Imax to incorporate the 253 00:14:43,160 --> 00:14:46,480 Speaker 1: computer behind the flat display itself, and it would all 254 00:14:46,520 --> 00:14:49,400 Speaker 1: be supported on an L shaped stand that would be 255 00:14:49,440 --> 00:14:52,960 Speaker 1: on your desk. Now, unlike later Imax which would have 256 00:14:53,240 --> 00:14:56,400 Speaker 1: aluminium cases like the most recent ones have aluminium cases, 257 00:14:56,920 --> 00:15:00,400 Speaker 1: the iMac G five had a white case, and I've 258 00:15:00,440 --> 00:15:02,760 Speaker 1: insisted on that. He felt that the screen was meant 259 00:15:02,760 --> 00:15:06,080 Speaker 1: to capture the user's attention, like all their attention should 260 00:15:06,080 --> 00:15:08,480 Speaker 1: be on the screen. The screen was beautiful, it was 261 00:15:08,480 --> 00:15:11,440 Speaker 1: the focal point for the computer. So he wanted a 262 00:15:11,640 --> 00:15:15,920 Speaker 1: really minimalist approach on the case so that you wouldn't 263 00:15:16,120 --> 00:15:18,120 Speaker 1: your eyes wouldn't be drawn to something else, You would 264 00:15:18,120 --> 00:15:21,600 Speaker 1: be focused on what was important, and everything else like 265 00:15:21,640 --> 00:15:23,680 Speaker 1: the keyboard and the mouse would all be a simple 266 00:15:23,680 --> 00:15:27,440 Speaker 1: white as well, again not to pull focus from the display. 267 00:15:27,480 --> 00:15:30,360 Speaker 1: Now back to the iPod. The introduction of the iPod 268 00:15:30,480 --> 00:15:33,600 Speaker 1: Nano in two thousand five, which would replace the Mini, 269 00:15:33,680 --> 00:15:36,480 Speaker 1: would change things up again. The first generation of the 270 00:15:36,520 --> 00:15:39,960 Speaker 1: Nano was available only in white or black, and it 271 00:15:40,000 --> 00:15:42,600 Speaker 1: had a screen measuring just one point eight inches on 272 00:15:42,640 --> 00:15:46,440 Speaker 1: the diagonal. The second generation added a few more features 273 00:15:46,520 --> 00:15:50,040 Speaker 1: as well as some more color options. The third generation 274 00:15:50,040 --> 00:15:53,440 Speaker 1: would change the form factor by having the candy bar 275 00:15:53,600 --> 00:15:57,440 Speaker 1: like dimensions of the first two generations trade off for 276 00:15:57,680 --> 00:15:59,800 Speaker 1: I don't know, like a Graham Cracker kind of dimension. 277 00:15:59,840 --> 00:16:04,120 Speaker 1: It was more squarish than a rectangle. Uh So the 278 00:16:04,160 --> 00:16:07,720 Speaker 1: actual physical form factor changed and that design would flip 279 00:16:07,760 --> 00:16:10,960 Speaker 1: flop a bit between those over the following generations until 280 00:16:11,000 --> 00:16:15,520 Speaker 1: Apple just playing Out discontinued the nano. So yeah, So 281 00:16:15,600 --> 00:16:18,680 Speaker 1: again it was Ive's team kind of working on different 282 00:16:18,680 --> 00:16:22,440 Speaker 1: things to try and experiment with different design layouts, and 283 00:16:22,480 --> 00:16:24,480 Speaker 1: sometimes they would go back to an idea that they 284 00:16:24,480 --> 00:16:27,240 Speaker 1: had had before, you know, refined it a bit. So 285 00:16:27,280 --> 00:16:31,000 Speaker 1: it wasn't like you know, the I Pod, the nanos 286 00:16:31,080 --> 00:16:34,720 Speaker 1: of of you know, two thousand ten looked exactly like 287 00:16:34,760 --> 00:16:36,840 Speaker 1: the ones from two thousand seven. It wasn't like that, 288 00:16:37,560 --> 00:16:41,240 Speaker 1: But they did kind of experiment with those different form factors. 289 00:16:41,840 --> 00:16:44,640 Speaker 1: I've also had a hand with the iPod Shuffle, which 290 00:16:44,680 --> 00:16:46,560 Speaker 1: didn't have a screen at all on it, so you 291 00:16:46,600 --> 00:16:49,080 Speaker 1: had no screen to look at. Instead, you would load 292 00:16:49,200 --> 00:16:51,760 Speaker 1: music on this device, you would play it in shuffle mode. 293 00:16:52,000 --> 00:16:55,120 Speaker 1: You could play it in just you know, regular nodes 294 00:16:55,120 --> 00:16:57,480 Speaker 1: that would play in order, but typically it was shuffle 295 00:16:57,560 --> 00:16:59,920 Speaker 1: mode and it would just sort of randomly shuffle up 296 00:16:59,920 --> 00:17:02,240 Speaker 1: the song order for you and play whatever. And it 297 00:17:02,320 --> 00:17:04,960 Speaker 1: had simple controls for advancing or going back through songs, 298 00:17:05,000 --> 00:17:08,080 Speaker 1: plus volume controls and a play pause button and that 299 00:17:08,160 --> 00:17:10,639 Speaker 1: was about it. Like it had the little headphone jack 300 00:17:11,040 --> 00:17:13,680 Speaker 1: and that's you know, he didn't have much more after that. 301 00:17:14,240 --> 00:17:15,920 Speaker 1: The first one looked kind of like a stick of gum. 302 00:17:16,400 --> 00:17:18,240 Speaker 1: You could actually pull the end off. It was a 303 00:17:18,320 --> 00:17:22,640 Speaker 1: cap for a USB that could be you know, plugged 304 00:17:22,640 --> 00:17:25,880 Speaker 1: into a computer. The second generation looked more like a stamp, 305 00:17:26,400 --> 00:17:30,680 Speaker 1: like it was you know, rectangular in dimension. The third 306 00:17:30,720 --> 00:17:33,119 Speaker 1: generation of the Shuffle would be the boldest of the 307 00:17:33,200 --> 00:17:37,000 Speaker 1: designs because I've and his team created one that lacked 308 00:17:37,040 --> 00:17:41,120 Speaker 1: any physical controls other than a power control. So instead 309 00:17:41,280 --> 00:17:45,040 Speaker 1: all of the controls for changing the volume or advancing 310 00:17:45,080 --> 00:17:49,120 Speaker 1: through a track, all of that moved to Apple's iPod earbuds, 311 00:17:49,520 --> 00:17:53,280 Speaker 1: which I've also designed, which meant that initially, at least 312 00:17:53,280 --> 00:17:56,320 Speaker 1: the third generation of the Shuffle had limited functionality if 313 00:17:56,359 --> 00:17:59,679 Speaker 1: you weren't using Apple's own earbuds, so you couldn't just 314 00:17:59,760 --> 00:18:03,879 Speaker 1: you know, plug any earphones into a shuffle of this 315 00:18:03,960 --> 00:18:07,040 Speaker 1: generation and be able to control it. You'd be able 316 00:18:07,040 --> 00:18:08,960 Speaker 1: to listen to music, but you wouldn't be able to 317 00:18:09,000 --> 00:18:10,520 Speaker 1: do things like change the volume, So if it was 318 00:18:10,560 --> 00:18:12,600 Speaker 1: too loud or too quiet, you couldn't do anything about it. 319 00:18:13,280 --> 00:18:14,879 Speaker 1: And if a song came on that you didn't want 320 00:18:14,880 --> 00:18:16,600 Speaker 1: to hear, there was no way to skip it unless 321 00:18:16,600 --> 00:18:20,159 Speaker 1: you were using the the Apple earbuds which had the 322 00:18:20,200 --> 00:18:24,560 Speaker 1: controls on them. Eventually, third parties would come up with 323 00:18:24,600 --> 00:18:28,000 Speaker 1: their own earbuds that would have controls that were interoperable 324 00:18:28,119 --> 00:18:31,119 Speaker 1: with this shuffle, but this was one of those decisions 325 00:18:31,520 --> 00:18:34,359 Speaker 1: that had people kind of complaining about Apple. Apple has 326 00:18:34,400 --> 00:18:39,120 Speaker 1: a reputation for uh making moves to trap people into 327 00:18:39,200 --> 00:18:43,640 Speaker 1: an ecosystem, whether it's with peripherals or with their approach 328 00:18:43,680 --> 00:18:49,200 Speaker 1: to software um and that you know customers, consumers tend 329 00:18:49,240 --> 00:18:51,800 Speaker 1: to like to have a lot of options, right Like 330 00:18:52,720 --> 00:18:55,240 Speaker 1: a lot of people would much prefer to be able 331 00:18:55,240 --> 00:18:59,080 Speaker 1: to pair their favorite headphones with their favorite music device. 332 00:18:59,600 --> 00:19:02,960 Speaker 1: But Apple was taking an approach where, at least to 333 00:19:03,080 --> 00:19:05,280 Speaker 1: have the ideal experience, you really need to be all 334 00:19:05,359 --> 00:19:08,040 Speaker 1: in on Apple, something that I think was really true 335 00:19:08,119 --> 00:19:12,879 Speaker 1: even when Apple opened up iTunes to Windows machines. But 336 00:19:12,920 --> 00:19:14,880 Speaker 1: I've complained about that too many times in the past, 337 00:19:14,880 --> 00:19:16,400 Speaker 1: so I'm not going to pick that up again here. 338 00:19:17,920 --> 00:19:21,120 Speaker 1: The fourth generation Shuffle would actually bring back those physical 339 00:19:21,160 --> 00:19:25,040 Speaker 1: controls onto the device itself, which seems to be an 340 00:19:25,080 --> 00:19:28,320 Speaker 1: admission that perhaps the third generation may have gone too far. 341 00:19:28,520 --> 00:19:30,280 Speaker 1: I mean, some bold moves just end up being the 342 00:19:30,320 --> 00:19:33,520 Speaker 1: wrong ones, it turns out, or at least maybe if 343 00:19:33,560 --> 00:19:35,439 Speaker 1: you want to say it's not the wrong move, it 344 00:19:35,520 --> 00:19:37,720 Speaker 1: might be a move that just doesn't resonate with the 345 00:19:37,760 --> 00:19:41,520 Speaker 1: general public as well. And then after all that, we 346 00:19:41,560 --> 00:19:47,640 Speaker 1: would have a device that really would push Apple into 347 00:19:47,640 --> 00:19:51,520 Speaker 1: the next level. So to to kind of some up 348 00:19:51,520 --> 00:19:54,879 Speaker 1: what we've been looking at so far. With the Johnny 349 00:19:54,960 --> 00:19:57,280 Speaker 1: Ives tenure at Apple, you know, he came in during 350 00:19:57,280 --> 00:20:00,800 Speaker 1: a tumultuous time where the company was heading toward disaster. 351 00:20:02,040 --> 00:20:05,080 Speaker 1: He was encouraged by Steve Jobs to help design a 352 00:20:06,080 --> 00:20:11,600 Speaker 1: new generation of Macintosh computer that brought attention back to 353 00:20:11,600 --> 00:20:14,359 Speaker 1: Apple on a level that had not been there for years, 354 00:20:14,400 --> 00:20:17,919 Speaker 1: Like positive attention, the company had largely been dismissed at 355 00:20:17,920 --> 00:20:21,720 Speaker 1: that point. He had helped introduce a new product line 356 00:20:21,840 --> 00:20:26,080 Speaker 1: with iPods a new whole business for Apple, which when 357 00:20:26,200 --> 00:20:29,320 Speaker 1: paired with iTunes and the iTunes store, would end up 358 00:20:29,359 --> 00:20:33,480 Speaker 1: being a lucrative business for Apple. But what would come 359 00:20:33,520 --> 00:20:38,000 Speaker 1: next would really push the company into the stratosphere. We'll 360 00:20:38,000 --> 00:20:40,720 Speaker 1: talk about that when we come back after these messages. 361 00:20:48,800 --> 00:20:52,000 Speaker 1: All right, this is where we're getting up to round 362 00:20:52,040 --> 00:20:57,040 Speaker 1: two thousand seven. And if you know Apple and you 363 00:20:57,119 --> 00:20:59,680 Speaker 1: know your timelines, you know that two thousand seven is 364 00:20:59,720 --> 00:21:03,919 Speaker 1: when we get the iPhone and who boy. So the 365 00:21:03,960 --> 00:21:07,919 Speaker 1: iPod established Apple as a household name in electronics. The 366 00:21:07,960 --> 00:21:13,080 Speaker 1: iPhone would move the company into hyperspace. So when Steve 367 00:21:13,160 --> 00:21:16,200 Speaker 1: Jobs unveiled the iPhone back in two thousand and seven, 368 00:21:16,840 --> 00:21:20,960 Speaker 1: it took the world by storm, which was particularly remarkable 369 00:21:21,040 --> 00:21:23,119 Speaker 1: because I don't know how many of you remember this, 370 00:21:23,200 --> 00:21:26,680 Speaker 1: but here in the United States, when the iPhone launched, 371 00:21:27,760 --> 00:21:30,440 Speaker 1: it was exclusive to a T and T. You could 372 00:21:30,520 --> 00:21:34,600 Speaker 1: not have the iPhone running on any other carrier. So 373 00:21:34,880 --> 00:21:38,000 Speaker 1: if you were a Sprint customer, or a Verizon customer 374 00:21:38,119 --> 00:21:41,760 Speaker 1: or T Mobile customer, then you would have to switch 375 00:21:42,280 --> 00:21:45,200 Speaker 1: carriers if you wanted to get an iPhone. There was 376 00:21:45,240 --> 00:21:49,159 Speaker 1: a big limitation, and yet the iPhone was still a 377 00:21:49,280 --> 00:21:55,199 Speaker 1: remarkable hit for Apple, and when Steve Jobs took the 378 00:21:55,240 --> 00:21:58,000 Speaker 1: stage in two thousand seven to talk about this to 379 00:21:58,119 --> 00:22:03,479 Speaker 1: unveil it, he drilled home to the audience that he 380 00:22:03,560 --> 00:22:07,560 Speaker 1: was going to introduce products that represented an iPod, a 381 00:22:07,640 --> 00:22:12,160 Speaker 1: mobile phone, and an Internet communications device. And the implication 382 00:22:12,200 --> 00:22:14,679 Speaker 1: at first was that these were three different products. But 383 00:22:14,720 --> 00:22:17,040 Speaker 1: then he reveals, no, I'm talking about one thing that 384 00:22:17,320 --> 00:22:19,479 Speaker 1: that happens to be all three of these, and that 385 00:22:19,560 --> 00:22:22,480 Speaker 1: was the iPhone. So he gave a very long presentation 386 00:22:23,080 --> 00:22:25,320 Speaker 1: about the iPhone that day. It's like a couple of hours. 387 00:22:25,320 --> 00:22:27,160 Speaker 1: You can actually find it on YouTube. You can watch 388 00:22:27,200 --> 00:22:29,959 Speaker 1: the whole thing if you like. And he spent some 389 00:22:30,040 --> 00:22:32,639 Speaker 1: of that time to talk about the design of the phone. 390 00:22:32,720 --> 00:22:37,520 Speaker 1: Although it was in pretty general terms. He pointed out 391 00:22:37,560 --> 00:22:42,160 Speaker 1: that there were minimal physical controls on the device. There 392 00:22:42,200 --> 00:22:44,119 Speaker 1: was a home button that would take you back to 393 00:22:44,119 --> 00:22:47,000 Speaker 1: the home page wherever you happen to be. There was 394 00:22:47,119 --> 00:22:50,000 Speaker 1: a wake slash sleep button, so you could, you know, 395 00:22:50,359 --> 00:22:53,800 Speaker 1: turn the phone on or off. There was a volume control, 396 00:22:54,400 --> 00:22:56,399 Speaker 1: and there was a switch to turn the phone to 397 00:22:56,560 --> 00:22:59,680 Speaker 1: ring or silent mode. It also had front facing and 398 00:22:59,760 --> 00:23:02,479 Speaker 1: rear facing cameras, had a back that was made out 399 00:23:02,520 --> 00:23:05,520 Speaker 1: of aluminum. The front was originally going to be plastic, 400 00:23:06,080 --> 00:23:08,680 Speaker 1: but Steve Jobs noticed that his early model he was 401 00:23:08,720 --> 00:23:11,000 Speaker 1: carrying around was starting to get scratched up, and so 402 00:23:11,800 --> 00:23:14,880 Speaker 1: the team at the last minute had to change the 403 00:23:14,920 --> 00:23:17,359 Speaker 1: determination to make it go to glass. The one that 404 00:23:17,480 --> 00:23:20,240 Speaker 1: you'll see in the presentation that that Steve Jobs is 405 00:23:20,280 --> 00:23:23,320 Speaker 1: showing off, that's the one that has a plastic face. 406 00:23:23,800 --> 00:23:26,199 Speaker 1: The one that would go to market would have a 407 00:23:26,280 --> 00:23:32,240 Speaker 1: glass face. Now that design change, uh was a big one. 408 00:23:32,320 --> 00:23:34,159 Speaker 1: I'll talk about it a little bit more and what 409 00:23:34,280 --> 00:23:36,280 Speaker 1: the team had to do in order to make it work. 410 00:23:36,440 --> 00:23:40,240 Speaker 1: It was pretty remarkable, and the design of the iPhone 411 00:23:40,280 --> 00:23:45,200 Speaker 1: overall followed that less but Better philosophy. So, unlike other smartphones, 412 00:23:45,600 --> 00:23:48,200 Speaker 1: iPhone did not have a physical keyboard. If you look 413 00:23:48,240 --> 00:23:52,200 Speaker 1: at the smartphones around two thousand seven, you'll see that 414 00:23:52,359 --> 00:23:55,600 Speaker 1: all of them pretty much have a third to about 415 00:23:55,640 --> 00:23:58,360 Speaker 1: a half of the phone taken up by a display 416 00:23:58,440 --> 00:24:00,119 Speaker 1: and the rest of the phone taken up by a 417 00:24:00,160 --> 00:24:03,880 Speaker 1: physical keyboard with little plastic keys and some navigation buttons. 418 00:24:04,680 --> 00:24:09,680 Speaker 1: And Steve Jobs hated that he wanted to have a 419 00:24:09,720 --> 00:24:13,480 Speaker 1: touch screen device, and because of that, it meant that 420 00:24:13,520 --> 00:24:16,879 Speaker 1: you could dedicate the entire almost the entire front of 421 00:24:16,880 --> 00:24:19,680 Speaker 1: the phone to the screen, which measured three and a 422 00:24:19,720 --> 00:24:23,120 Speaker 1: half inches on the diagonal for the original iPhone. Now 423 00:24:23,160 --> 00:24:25,639 Speaker 1: above the screen was the front facing camera, the speaker 424 00:24:25,680 --> 00:24:28,480 Speaker 1: for your ear, that kind of thing. Beneath the screen 425 00:24:28,560 --> 00:24:31,960 Speaker 1: was the home button, and there was a fairly narrow 426 00:24:32,200 --> 00:24:35,000 Speaker 1: bezel on either side of the screen. So it was 427 00:24:35,000 --> 00:24:38,879 Speaker 1: a pretty simple and elegant approach to a smartphone with 428 00:24:38,960 --> 00:24:42,000 Speaker 1: most of the focus going on the display, just like 429 00:24:42,119 --> 00:24:45,919 Speaker 1: with the newer iMac computers that were coming out. The 430 00:24:45,960 --> 00:24:49,199 Speaker 1: glass that would cover the iPhone was special, and it 431 00:24:49,320 --> 00:24:51,920 Speaker 1: ended up being a special kind of glass that Corning 432 00:24:52,440 --> 00:24:56,480 Speaker 1: had been working on in its R and D department. Uh, 433 00:24:56,560 --> 00:24:59,440 Speaker 1: you know, because Apple was looking everywhere to find someone 434 00:24:59,480 --> 00:25:03,840 Speaker 1: who could deuced glass that wouldn't scratch or shatter easily. 435 00:25:04,000 --> 00:25:06,280 Speaker 1: They needed something that was going to be durable, especially 436 00:25:06,280 --> 00:25:08,800 Speaker 1: for a device that could, you know, on occasion, maybe 437 00:25:08,800 --> 00:25:11,840 Speaker 1: slip out of your hand and hit the floor. So 438 00:25:12,880 --> 00:25:16,119 Speaker 1: they looked at this special glass Corning had developed, and 439 00:25:16,200 --> 00:25:19,480 Speaker 1: this was stuff that would later evolve with the commercial 440 00:25:19,600 --> 00:25:23,520 Speaker 1: name Guerrilla Glass. That's a popular brand of glass that 441 00:25:23,520 --> 00:25:26,359 Speaker 1: has scratch and shadow resistant properties. It's really cool. I 442 00:25:26,640 --> 00:25:29,119 Speaker 1: once wrote an article on how guerrilla glass works for 443 00:25:29,160 --> 00:25:32,200 Speaker 1: how stuff works way back in the day, so um yeah, 444 00:25:32,240 --> 00:25:33,680 Speaker 1: and that was great. I got to talk to people 445 00:25:33,720 --> 00:25:35,959 Speaker 1: at Corning and everything to learn more about the actual 446 00:25:36,080 --> 00:25:40,000 Speaker 1: engineering that was required to make this happen. Now, at 447 00:25:40,000 --> 00:25:41,960 Speaker 1: the time that they were using it for the iPhone, 448 00:25:42,840 --> 00:25:46,240 Speaker 1: this stuff hadn't really found its way into any consumer products. 449 00:25:46,240 --> 00:25:48,000 Speaker 1: It was still kind of an R and D thing. 450 00:25:48,320 --> 00:25:50,320 Speaker 1: So this is an example of how Steve Jobs and 451 00:25:50,400 --> 00:25:53,040 Speaker 1: Johnny I would go to great links to make sure 452 00:25:53,080 --> 00:25:55,960 Speaker 1: that their vision would be realized, even if it meant 453 00:25:55,960 --> 00:25:58,240 Speaker 1: having to make use of an experimental material in order 454 00:25:58,240 --> 00:26:00,280 Speaker 1: to do it well. I should also add that Jeff 455 00:26:00,320 --> 00:26:03,040 Speaker 1: Williams played a critical part in getting the glass from 456 00:26:03,080 --> 00:26:06,320 Speaker 1: Corning incorporated into the iPhone design. I know, when I 457 00:26:06,359 --> 00:26:08,480 Speaker 1: talk about this, it makes it sound like Johnny Ivan 458 00:26:08,520 --> 00:26:11,119 Speaker 1: Steve Jobs did everything at Apple on their own and 459 00:26:11,160 --> 00:26:14,280 Speaker 1: just raised it from the mud and put it into 460 00:26:14,280 --> 00:26:17,920 Speaker 1: the heavens. That's not the case. There were clearly hundreds 461 00:26:17,920 --> 00:26:21,640 Speaker 1: and thousands of people working at Apple who made these 462 00:26:21,680 --> 00:26:25,240 Speaker 1: things possible. Some of them took on, you know, leadership roles, 463 00:26:25,280 --> 00:26:28,479 Speaker 1: so people like Jeff Williams and Johnny I've and Steve Jobs. 464 00:26:29,080 --> 00:26:31,399 Speaker 1: But you know, I don't ever want to take away 465 00:26:31,440 --> 00:26:34,439 Speaker 1: from the fact that these things exist because of the 466 00:26:34,440 --> 00:26:39,679 Speaker 1: collaboration of lots of incredibly talented people. Now, a lot 467 00:26:39,720 --> 00:26:43,120 Speaker 1: of the design elements of the iPhone would obviously find 468 00:26:43,119 --> 00:26:46,679 Speaker 1: their way into the iPod Touch. In fact, you know, 469 00:26:46,720 --> 00:26:48,800 Speaker 1: a lot of people said the iPod Touch was really 470 00:26:48,840 --> 00:26:52,800 Speaker 1: just an iPhone only without the phone part. And the 471 00:26:52,840 --> 00:26:56,720 Speaker 1: iPod Touch had also a multi touch display, meaning that 472 00:26:56,760 --> 00:26:59,200 Speaker 1: you could do multi finger gestures on it, like pinch 473 00:26:59,280 --> 00:27:01,800 Speaker 1: to zoom, that the stuff. But it also had a 474 00:27:01,800 --> 00:27:05,480 Speaker 1: lower resolution screen than the iPhone did, so it wasn't 475 00:27:05,560 --> 00:27:07,640 Speaker 1: as sharp as what you would get with the iPhone. 476 00:27:08,280 --> 00:27:11,160 Speaker 1: It also lacked physical volume buttons for the first generation 477 00:27:11,200 --> 00:27:13,600 Speaker 1: of the iPod Touch, which was something that irritated some 478 00:27:13,840 --> 00:27:17,880 Speaker 1: reviewers and some users. Uh. You could actually use an 479 00:27:17,880 --> 00:27:21,800 Speaker 1: iPod Touch as a phone if you enabled the WiFi 480 00:27:21,960 --> 00:27:25,040 Speaker 1: and you used apps like Skype. Actually know someone who 481 00:27:25,080 --> 00:27:27,240 Speaker 1: did that for a while. My buddy I as actor 482 00:27:27,359 --> 00:27:30,600 Speaker 1: who uh who produces content for a c net he 483 00:27:30,840 --> 00:27:34,600 Speaker 1: um for a while was using an iPod Touch as 484 00:27:34,600 --> 00:27:37,400 Speaker 1: his primary phone. And uh, one of these days I'm 485 00:27:37,400 --> 00:27:39,120 Speaker 1: just gonna have to have him on the show again 486 00:27:39,600 --> 00:27:42,159 Speaker 1: and talk about how that worked out for him and 487 00:27:42,320 --> 00:27:44,960 Speaker 1: was it convenient or what did he like about why 488 00:27:44,960 --> 00:27:47,199 Speaker 1: did he hate about it? Sometimes I think having a 489 00:27:47,280 --> 00:27:50,199 Speaker 1: WiFi only phone would be great because anytime I'm not 490 00:27:50,240 --> 00:27:54,040 Speaker 1: around WiFi, I wouldn't have any notifications. And I'm just 491 00:27:54,280 --> 00:27:58,600 Speaker 1: I've I've obviously reached the age where uh notifications are 492 00:27:58,640 --> 00:28:00,840 Speaker 1: the bane of my existence, and I tried to avoid 493 00:28:00,840 --> 00:28:04,800 Speaker 1: them at all costs. Anyway, back to Ivan Apple, you 494 00:28:04,800 --> 00:28:08,840 Speaker 1: would also clearly see Johnny i'ves influence and the release 495 00:28:08,960 --> 00:28:12,280 Speaker 1: of the iPad, which came out in twenty And in 496 00:28:12,320 --> 00:28:15,520 Speaker 1: case some of y'all didn't know, I usually say this 497 00:28:15,600 --> 00:28:18,280 Speaker 1: whenever I talk about the iPad, so you probably have 498 00:28:18,320 --> 00:28:20,320 Speaker 1: heard me say this before, even if you haven't heard 499 00:28:20,359 --> 00:28:24,280 Speaker 1: the original episode. Way back in the day, I infamously 500 00:28:24,480 --> 00:28:28,160 Speaker 1: dismissed the iPad when it was first coming out. I said, 501 00:28:28,200 --> 00:28:30,000 Speaker 1: this is not gonna work. It's gonna be a flop. 502 00:28:30,080 --> 00:28:32,800 Speaker 1: No one's gonna want this. I could not imagine that 503 00:28:32,840 --> 00:28:36,639 Speaker 1: people would flock to a tablet computer, and the reason 504 00:28:36,720 --> 00:28:39,960 Speaker 1: for that was because in the past, tablets had really 505 00:28:40,000 --> 00:28:44,160 Speaker 1: only found a place in niche markets, Like you know, 506 00:28:44,520 --> 00:28:47,800 Speaker 1: in the medicine field, there were places where you know, 507 00:28:48,520 --> 00:28:52,520 Speaker 1: doctors and nurses were using tablet computers, but it just 508 00:28:52,840 --> 00:28:55,720 Speaker 1: never managed to take off as a mainstream product. And 509 00:28:55,760 --> 00:28:57,800 Speaker 1: I was convinced that that was just that was just 510 00:28:57,800 --> 00:29:00,640 Speaker 1: gonna be the case, that even Apple would not be 511 00:29:00,680 --> 00:29:04,400 Speaker 1: able to produce something in that form factor that would 512 00:29:04,440 --> 00:29:09,080 Speaker 1: appeal to the average person. And I could not have 513 00:29:09,160 --> 00:29:14,080 Speaker 1: been more wrong. So I've actually provided a bit of philosophy. 514 00:29:14,240 --> 00:29:18,120 Speaker 1: When he talked about the iPad later on, he once said, quote, 515 00:29:18,600 --> 00:29:22,400 Speaker 1: when something exceeds your ability to understand how it works, 516 00:29:22,600 --> 00:29:26,080 Speaker 1: it's sort of becomes magical. And that's exactly what the 517 00:29:26,120 --> 00:29:29,840 Speaker 1: iPad is. End quote, which I think of a sort 518 00:29:29,880 --> 00:29:35,200 Speaker 1: of paraphrasing Arthur C. Clark, the science fiction author. Clark 519 00:29:35,320 --> 00:29:41,640 Speaker 1: once said that any sufficiently advanced technology is indistinguishable from magic. 520 00:29:42,240 --> 00:29:46,239 Speaker 1: That if the technology is advanced enough to someone not 521 00:29:46,400 --> 00:29:49,800 Speaker 1: schooled in that tech, it would seem to be impossible. 522 00:29:50,000 --> 00:29:51,560 Speaker 1: And you think about that, like if you were to 523 00:29:51,640 --> 00:29:55,520 Speaker 1: somehow go back in time to I don't know, the 524 00:29:55,600 --> 00:30:01,520 Speaker 1: Renaissance and show off a computer somehow get it running, 525 00:30:01,560 --> 00:30:03,200 Speaker 1: I don't know how you would do it as the results. 526 00:30:03,200 --> 00:30:05,840 Speaker 1: But let's say you did, everyone would think that you 527 00:30:05,880 --> 00:30:09,880 Speaker 1: were you were, you were magical, and you probably would 528 00:30:09,920 --> 00:30:12,760 Speaker 1: be persecuted because that's just the way the world goes 529 00:30:12,880 --> 00:30:17,160 Speaker 1: right anyway, he was more or less saying that the 530 00:30:17,160 --> 00:30:20,640 Speaker 1: iPad was magical. It fell into that realm martely because 531 00:30:20,640 --> 00:30:22,560 Speaker 1: of the way that you would interact with the device. 532 00:30:23,520 --> 00:30:26,560 Speaker 1: You know, you literally had to put your hands on 533 00:30:26,720 --> 00:30:30,440 Speaker 1: whatever it was you were doing. And there is something 534 00:30:30,480 --> 00:30:35,080 Speaker 1: to that, right that your interaction when you're touching something directly, 535 00:30:35,480 --> 00:30:39,120 Speaker 1: even if that directly is through a screen, it creates 536 00:30:39,120 --> 00:30:43,960 Speaker 1: some more connected experience. You know, Steve Jobs, when you 537 00:30:44,000 --> 00:30:47,800 Speaker 1: introduced the iPhone, talked about getting your hands on your 538 00:30:47,960 --> 00:30:51,440 Speaker 1: music because you were physically touching your screen in order 539 00:30:51,480 --> 00:30:56,160 Speaker 1: to play specific songs, as opposed to typing something out 540 00:30:56,160 --> 00:30:59,040 Speaker 1: on a physical keyboard, which adds a bit of distance 541 00:30:59,080 --> 00:31:01,880 Speaker 1: between you and whatever it is you want to do. 542 00:31:02,840 --> 00:31:08,880 Speaker 1: It's that connection that cuts out those other input forms 543 00:31:08,920 --> 00:31:11,440 Speaker 1: that could otherwise act as sort of a barrier between 544 00:31:11,440 --> 00:31:13,760 Speaker 1: you and whatever it was you were doing. It's an 545 00:31:13,800 --> 00:31:18,440 Speaker 1: interesting thought. I don't know how much I buy into it, 546 00:31:18,480 --> 00:31:22,000 Speaker 1: but I do think there is something there. Uh and 547 00:31:22,200 --> 00:31:23,640 Speaker 1: it meant that you were going to be able to 548 00:31:23,720 --> 00:31:26,920 Speaker 1: interact with stuff on a screen very much like an iPhone, 549 00:31:26,960 --> 00:31:31,920 Speaker 1: but on a size at much greater scale. Obviously, now 550 00:31:33,280 --> 00:31:36,160 Speaker 1: we're going to start to to wind down here because 551 00:31:36,200 --> 00:31:38,440 Speaker 1: I have one more episode in this series I want 552 00:31:38,440 --> 00:31:43,040 Speaker 1: to do, and it really ties into the decline of 553 00:31:43,080 --> 00:31:49,000 Speaker 1: Steve Jobs as health. His health would obviously have a 554 00:31:49,280 --> 00:31:54,400 Speaker 1: huge impact on the operations at Apple and on Apple's future. Uh. 555 00:31:54,440 --> 00:32:00,000 Speaker 1: He had first been diagnosed with pancreatic cancer back into 556 00:32:00,080 --> 00:32:05,000 Speaker 1: thousand three. He underwent a surgery to remove it, and 557 00:32:05,120 --> 00:32:08,520 Speaker 1: he mostly kept it under wraps from even his close 558 00:32:08,560 --> 00:32:11,080 Speaker 1: friends at Apple until two thousand four, when he did 559 00:32:11,120 --> 00:32:14,080 Speaker 1: send out a message to everyone at Apple letting them 560 00:32:14,080 --> 00:32:18,440 Speaker 1: know what had been going on, and there was hope 561 00:32:19,320 --> 00:32:23,200 Speaker 1: that the surgery he had undergone had had removed all 562 00:32:23,200 --> 00:32:27,280 Speaker 1: the cancer and that he was cancer free and healthy. 563 00:32:27,320 --> 00:32:31,960 Speaker 1: But obviously over the following years that would change. So 564 00:32:32,200 --> 00:32:36,400 Speaker 1: in our next episode, we're gonna talk about Steve Jobs 565 00:32:36,480 --> 00:32:40,840 Speaker 1: and his failing health and ultimately his his passing, how 566 00:32:40,880 --> 00:32:45,120 Speaker 1: that affected Apple in general and Johnny I've in particular, 567 00:32:46,080 --> 00:32:50,920 Speaker 1: and how at least some people say that set the 568 00:32:50,960 --> 00:32:54,560 Speaker 1: path for Johnny I've ultimately to step away from the 569 00:32:54,560 --> 00:32:58,320 Speaker 1: company he had fallen in love with um not that 570 00:32:58,400 --> 00:33:01,760 Speaker 1: it was the one and only factor that that went 571 00:33:01,800 --> 00:33:06,680 Speaker 1: into that decision, but that that was the starting point. 572 00:33:07,200 --> 00:33:09,840 Speaker 1: We'll talk about that in our next episode. I hope 573 00:33:09,840 --> 00:33:13,040 Speaker 1: you've been enjoying these It's been really interesting to dive 574 00:33:13,160 --> 00:33:18,560 Speaker 1: into Johnny i've's history and his influence at Apple, something 575 00:33:18,600 --> 00:33:21,600 Speaker 1: that was clearly really important. And in the next episode 576 00:33:21,640 --> 00:33:25,280 Speaker 1: we'll also talk about what we might expect with Apple 577 00:33:25,400 --> 00:33:28,320 Speaker 1: moving forward without Johnny ivan It. But that's for the 578 00:33:28,320 --> 00:33:31,480 Speaker 1: next episode. If you have suggestions for episode topics, well 579 00:33:31,640 --> 00:33:33,600 Speaker 1: let me know. One way to do that is to 580 00:33:33,680 --> 00:33:36,560 Speaker 1: download the I heart Radio app. It's free to download. 581 00:33:37,080 --> 00:33:40,120 Speaker 1: You can navigate over to the tech Stuff podcast page 582 00:33:40,640 --> 00:33:43,680 Speaker 1: use that little microphone icon to leave up to thirty 583 00:33:43,720 --> 00:33:45,560 Speaker 1: seconds of a voice message let me know what you 584 00:33:45,600 --> 00:33:47,960 Speaker 1: would like me to talk about, or you can reach 585 00:33:47,960 --> 00:33:50,480 Speaker 1: out on Twitter. The handle for the show is text 586 00:33:50,480 --> 00:33:54,840 Speaker 1: stuff hsw and I'll talk to you again really soon. 587 00:34:00,440 --> 00:34:03,480 Speaker 1: Tex Stuff is an I heart Radio production. For more 588 00:34:03,560 --> 00:34:06,960 Speaker 1: podcasts from I Heart Radio, visit the i heart Radio app, 589 00:34:07,080 --> 00:34:10,240 Speaker 1: Apple Podcasts, or wherever you listen to your favorite shows.