WEBVTT - Apple Takes Off with Jony Ive 0:00:04.400 --> 0:00:07.800 Welcome to tech Stuff, a production from I Heart Radio. 0:00:11.800 --> 0:00:14.120 Hey there, and welcome to tech Stuff. I'm your host, 0:00:14.160 --> 0:00:16.799 Jonathan Strickland. I'm an executive producer with iHeart Radio and 0:00:16.840 --> 0:00:21.040 how the tech are you. We are continuing our series 0:00:21.040 --> 0:00:26.080 of episodes about Johnny. I've the famous tech designer, industrial 0:00:26.160 --> 0:00:30.040 designer who, under the guidance and support of Steve Jobs, 0:00:30.560 --> 0:00:34.240 was instrumental in changing Apple from a company that was 0:00:34.280 --> 0:00:37.840 on the brink of bankruptcy into a company that became 0:00:37.880 --> 0:00:40.919 a household name in electronics. Now, if this is your 0:00:40.920 --> 0:00:43.120 first time hearing about all this, you should look at 0:00:43.120 --> 0:00:46.920 the episodes I published last Monday and Wednesday first, because 0:00:46.960 --> 0:00:49.559 I've already covered a lot of ground and we're just 0:00:49.560 --> 0:00:52.840 gonna pick up from there now. I ended the last 0:00:52.840 --> 0:00:56.720 episode a little rushed with a summary of ives work 0:00:56.840 --> 0:00:59.440 on the iPod, and as I mentioned in that episode, 0:00:59.480 --> 0:01:02.960 the iPod would go on to become an iconic piece 0:01:03.000 --> 0:01:07.759 of technology that would extend Apple's influence beyond the faithful 0:01:07.840 --> 0:01:10.399 customers who had been Apple's bread and butter for so 0:01:10.440 --> 0:01:13.320 many years. You know, I gotta keep in mind that 0:01:13.440 --> 0:01:16.319 Apple was really facing a huge uphill battle while the 0:01:16.480 --> 0:01:20.200 iMac was a big hit, and you know, especially in 0:01:20.200 --> 0:01:23.800 like the educational sector. The truth of the matter was 0:01:23.880 --> 0:01:28.320 is that Windows PCs still had most of the market share, 0:01:28.480 --> 0:01:32.200 like mac had only carved out that tiny little slice 0:01:32.200 --> 0:01:36.160 of the market share in comparison. So while while the 0:01:36.200 --> 0:01:39.480 iMac really helped Apple out and and helped it, you know, 0:01:39.800 --> 0:01:43.520 reel back from falling over the precipice, it was this 0:01:43.640 --> 0:01:49.240 expansion into electronics that would really change Apple's fate. So 0:01:49.320 --> 0:01:52.840 the iPod would ultimately reach folks who had never owned 0:01:52.880 --> 0:01:56.600 any other Apple product, but it took a while, and 0:01:56.720 --> 0:01:58.920 one reason for that had nothing to do with the 0:01:59.000 --> 0:02:02.000 industrial line of the iPod, but rather the lack of 0:02:02.040 --> 0:02:06.880 compatibility with non Apple computers. So the original iPod, the 0:02:06.920 --> 0:02:10.600 first generation, required a Macintosh in order to synchronize the 0:02:10.600 --> 0:02:16.200 iPod with the user's music collection, which was on iTunes. Now. Also, 0:02:16.280 --> 0:02:18.640 at this point in Apple's history, you could not buy 0:02:18.760 --> 0:02:23.040 digital music off of iTunes and there was no music store. Instead, 0:02:23.360 --> 0:02:26.640 you would take your CD collection because that's what we 0:02:26.720 --> 0:02:30.079 used to keep music on kids, and you would insert 0:02:30.240 --> 0:02:32.800 CD by c D you would RiPP music from the 0:02:32.840 --> 0:02:36.600 CD into iTunes. Then you could transfer the music from 0:02:36.600 --> 0:02:40.959 your iTunes library to your iPod using a physical cable, 0:02:41.000 --> 0:02:44.320 which is also how you would charge the iPod. It 0:02:44.360 --> 0:02:46.639 was a FireWire cable back in the day. So this 0:02:47.000 --> 0:02:49.959 was a point where Apple was really keeping everything within 0:02:50.000 --> 0:02:53.359 its own ecosystem for the most part. Now, the reason 0:02:53.440 --> 0:02:57.640 you couldn't buy digital music off iTunes in those early 0:02:57.760 --> 0:03:00.160 days that had a lot to do with the music industry, 0:03:00.200 --> 0:03:04.440 not with Apple. So this was a transitional phase where 0:03:04.440 --> 0:03:07.840 the record labels held most of the leverage, though sales 0:03:07.880 --> 0:03:11.040 of CDs and other media were starting to flag, and 0:03:11.280 --> 0:03:13.920 it wouldn't take very long for Apple to switch that 0:03:14.000 --> 0:03:16.440 around to get the upper hand over the music industry. 0:03:16.720 --> 0:03:20.240 It was not instantaneous, and it did progress in phases, 0:03:20.560 --> 0:03:23.280 but it totally happened. One other thing I wanted to 0:03:23.280 --> 0:03:27.639 mention before we move on is that last year, this 0:03:27.800 --> 0:03:32.200 past year one for those of y'all listening for the future, Uh, 0:03:32.360 --> 0:03:36.119 that was iPods twentieth anniversary, So it had come out 0:03:36.200 --> 0:03:42.840 twenty years earlier, and this year in Apple finally discontinued 0:03:42.960 --> 0:03:48.160 all iPod models. But anyway, last year a software company 0:03:48.160 --> 0:03:51.760 called Panic actually showed off a prototype of the iPod 0:03:52.360 --> 0:03:56.760 and it looks absolutely nothing like what Apple would ultimately launch, 0:03:56.840 --> 0:04:01.760 and that was on purpose. So this prototype iPod, it's 0:04:01.880 --> 0:04:05.280 funny to even talk about. It was enormous. It was 0:04:05.320 --> 0:04:08.240 like the size of a DVD player, and it was 0:04:08.320 --> 0:04:13.040 also pale yellow in color. Uh had a mechanical scroll 0:04:13.040 --> 0:04:15.600 wheel in the upper left corner of the front face 0:04:15.760 --> 0:04:19.280 of this thing. It had four physical buttons that had 0:04:19.320 --> 0:04:22.680 little labels that were taped onto the prototype and the 0:04:22.880 --> 0:04:25.680 label said up, down, left, and right, so there was 0:04:25.720 --> 0:04:28.200 like a physical switch for each of those. And it 0:04:28.279 --> 0:04:30.880 had the Apple logo with the word iPod underneath in 0:04:30.920 --> 0:04:33.520 the upper right corner of the device. And according to 0:04:33.520 --> 0:04:37.160 Tony Fidel, the interior of the device was mostly empty space. 0:04:37.240 --> 0:04:40.159 It wasn't like filled with circuitry or anything. And the 0:04:40.200 --> 0:04:43.479 team who made it purposefully avoided anything that would look 0:04:43.520 --> 0:04:46.400 like what the final design was supposed to be be like. 0:04:46.920 --> 0:04:49.600 And that was just to avoid any potential leaks or 0:04:49.640 --> 0:04:53.320 anything like that. As for the real thing, I've was 0:04:53.400 --> 0:04:57.360 inspired by a much older piece of technology, the nineteen 0:04:57.520 --> 0:05:01.520 fifty eight Brown T three radio, which was designed by 0:05:01.600 --> 0:05:06.480 an industrial designer, famous industrial designer named Dieter Rams. I've, 0:05:06.920 --> 0:05:12.200 like Rams believed in the mantra, less but better meaning 0:05:12.279 --> 0:05:15.880 the design of whatever you're working on should not be 0:05:16.000 --> 0:05:20.239 burdened with flourishes and unnecessary touches. I have a feeling 0:05:20.279 --> 0:05:25.480 that Johnny I've detests baroque. If he walked through say 0:05:25.560 --> 0:05:28.200 Hurst Castle, his eyes would probably pop out of his 0:05:28.240 --> 0:05:31.600 head because it is probably the gaudiest place I've ever 0:05:31.680 --> 0:05:34.880 been to, and I've been to Pigeon Forward, y'all. Now, 0:05:34.920 --> 0:05:38.560 if you google image search the nineteen fifty eight brown 0:05:38.800 --> 0:05:42.240 that's b R A U N T three, you'll see 0:05:42.240 --> 0:05:44.960 a small radio that, when it stood on its end, 0:05:45.480 --> 0:05:48.839 has a speaker that's at the top, and below that 0:05:49.080 --> 0:05:52.480 is a radio tuning wheel. And you'll look and you'll say, yeah, 0:05:52.560 --> 0:05:54.599 that does look a lot like an iPod where you 0:05:54.680 --> 0:05:57.000 had the screen at the top and then you had 0:05:57.040 --> 0:06:00.840 the little scroll wheel, the circular wheel you could, you know, 0:06:00.960 --> 0:06:04.200 physically mechanically move in a circle. With that first generation 0:06:04.920 --> 0:06:07.880 on there, you could definitely see the similarities. The T 0:06:08.080 --> 0:06:11.360 three is larger than the iPod, but the T three's 0:06:11.400 --> 0:06:14.200 influence on I've is unmistakable. That's not to say that 0:06:14.279 --> 0:06:16.760 I've didn't make this design his own. He totally did. 0:06:17.279 --> 0:06:20.560 But you can see sort of the pedigree of the 0:06:20.680 --> 0:06:24.880 iPod design by comparing it to this this old radio. Now, 0:06:24.960 --> 0:06:27.760 Johnny i'ves design of the iPod brought in a material 0:06:27.800 --> 0:06:30.599 that Apple had not really been using for its products 0:06:30.640 --> 0:06:33.200 up to that point, which was stainless steel. So the 0:06:33.240 --> 0:06:37.400 front of the iPod would be white. Actually the name 0:06:37.520 --> 0:06:40.960 of the color of the original iPod is moon gray. 0:06:41.920 --> 0:06:44.920 The back of the iPod would be stainless steel, and 0:06:44.960 --> 0:06:47.479 the company logo would be on the back of the 0:06:47.560 --> 0:06:51.719 iPod on the steel side. Now, some questioned i've's decisions. 0:06:51.960 --> 0:06:53.840 They thought it made more sense for Apple to put 0:06:53.920 --> 0:06:55.680 the logo on the front of the device, not on 0:06:55.720 --> 0:06:58.479 the back. But I didn't want the logo to intrude 0:06:58.480 --> 0:07:01.799 on the experience, and he wanted to use stainless steel 0:07:01.880 --> 0:07:05.680 partly because it would actually give the iPod some heft. 0:07:06.360 --> 0:07:08.560 It would it would have some weight to it, and 0:07:08.640 --> 0:07:11.800 I was thinking that weight in the hands of the 0:07:11.880 --> 0:07:15.920 user might be associated with the work that artists were 0:07:15.920 --> 0:07:19.040 putting into their music. That you were actually listening to 0:07:19.360 --> 0:07:22.560 this idea that it should be heavy. It can hold 0:07:22.640 --> 0:07:25.320 up to a thousand songs like it's a It's an 0:07:25.320 --> 0:07:30.800 interesting leap there, because obviously music doesn't weigh anything unless 0:07:30.800 --> 0:07:32.720 you're trying to carry a musical instrument or a lot 0:07:32.720 --> 0:07:35.160 of sheet music. But you know, music doesn't weigh anything, 0:07:35.160 --> 0:07:37.120 but the idea of no, but we need this device 0:07:37.160 --> 0:07:39.600 to make it feel like it should weigh something because 0:07:40.520 --> 0:07:43.400 it's able to hold an entire library is worth of music. 0:07:43.640 --> 0:07:45.679 Well that's what they thought back in the day. Turns 0:07:45.680 --> 0:07:49.280 out that people can collect way more than a thousand songs, 0:07:49.320 --> 0:07:52.239 So that was an interesting choice one that I don't 0:07:52.560 --> 0:07:54.520 I don't know how I fall. I mean, I like 0:07:54.680 --> 0:07:58.120 the feel the weight of that first generation iPod. Actually 0:07:58.120 --> 0:08:01.400 like the way that feels. Um. I don't necessarily associate 0:08:01.440 --> 0:08:04.040 it with the amount of work artists put into their music, 0:08:04.080 --> 0:08:06.960 but that may be a lack of imagination on my part. Now, 0:08:07.000 --> 0:08:11.440 one component that wasn't ives idea on that first generation 0:08:11.480 --> 0:08:15.640 iPod was that mechanical scroll wheel, right, that circle that 0:08:15.760 --> 0:08:18.880 you could spin around to go through menus and stuff. 0:08:18.920 --> 0:08:23.520 That was actually Phil Schiller's idea. Schiller was head of marketing, uh. 0:08:23.560 --> 0:08:25.760 He would actually step in for Steve Jobs a few 0:08:25.760 --> 0:08:30.240 times when jobs health was in decline, and Schiller had 0:08:30.280 --> 0:08:33.840 pitched the idea of an input device that gave physical feedback. 0:08:33.960 --> 0:08:37.000 The clicking of the wheel in this case, and so 0:08:37.080 --> 0:08:40.640 that element did not come straight from Johnny Ives group. Now, 0:08:40.679 --> 0:08:42.800 like I said in the last episode, the first iPods 0:08:42.840 --> 0:08:46.760 sold well, but they it wasn't the breakout hit that 0:08:46.920 --> 0:08:50.199 later generations of the iPod would become. I mean, if 0:08:50.760 --> 0:08:53.640 Apple had stuck with the way they did the first iPod, 0:08:53.679 --> 0:08:57.240 we probably wouldn't be calling these things podcasts. We'd be 0:08:57.240 --> 0:09:00.520 calling them something else. But Apple did more than a 0:09:00.559 --> 0:09:04.000 hundred thousand units between when the first iPod came out 0:09:04.040 --> 0:09:07.720 in early to mid November of two thousand one and 0:09:07.760 --> 0:09:10.680 then the end of the year, So in uh, you know, 0:09:10.880 --> 0:09:12.840 a little more than a month, they sold a hundred 0:09:12.840 --> 0:09:16.760 thousand units. That's not shabby. By January two thousand three, 0:09:16.800 --> 0:09:19.840 Apple had sold more than six hundred thousand iPods, which 0:09:19.960 --> 0:09:22.880 wasn't bad, but it did show how Apple's customer base 0:09:22.960 --> 0:09:25.640 at this point was still fairly limited. In fact, the 0:09:25.640 --> 0:09:28.920 company had only added support for Windows machines in August 0:09:28.960 --> 0:09:32.360 of two thousand two. But in two thousand four things 0:09:32.360 --> 0:09:35.680 really picked up. Apple introduced the iPod Mini, which was 0:09:35.720 --> 0:09:38.400 a slimmed down version of the iPod that was available 0:09:38.440 --> 0:09:41.680 in several colors, so not just moon gray that I've 0:09:41.720 --> 0:09:44.760 really favored. In addition, the Mini was made out of 0:09:44.800 --> 0:09:49.200 anodized aluminum, giving the iPods a different feel. Uh they 0:09:49.320 --> 0:09:52.160 you know that the texture was different, and Ivan his 0:09:52.240 --> 0:09:54.480 team had worked hard to find just the right material 0:09:54.559 --> 0:09:56.960 and colors to create a line of devices that still 0:09:57.000 --> 0:09:59.080 had the right weight and feel to them and would 0:09:59.080 --> 0:10:03.440 be inviting. And Apple's iPod sales climbed above two million 0:10:03.559 --> 0:10:06.880 but into January two four by the end of the year, 0:10:07.360 --> 0:10:08.840 so that was at the end of January, but by 0:10:08.840 --> 0:10:12.680 the end of the year they went to more than 0:10:12.840 --> 0:10:18.600 ten million units sold. That's an astronomical climb in sales, right, Like, 0:10:19.640 --> 0:10:22.160 it was two million by the end of January two 0:10:22.440 --> 0:10:25.240 four by the end of the next ten eleven months 0:10:25.320 --> 0:10:30.120 rather more than ten million. Incredible. So the iPod success 0:10:30.800 --> 0:10:33.360 was huge both for I've as a designer and for 0:10:33.400 --> 0:10:37.440 Apple as a company. And we'll talk about what that 0:10:37.480 --> 0:10:48.880 meant for Apple when we come back from these messages. Okay, 0:10:48.920 --> 0:10:51.720 So the iPod was a huge hit, and that huge 0:10:51.800 --> 0:10:54.520 hit was enough to really convince Steve Jobs, not that 0:10:54.520 --> 0:10:57.480 he needed much convincing anyway, but it really sealed the 0:10:57.520 --> 0:11:00.080 deal that his own preference, which was to put it 0:11:00.200 --> 0:11:05.280 as much emphasis on design as on things like functionality. 0:11:05.400 --> 0:11:07.480 That was the way to go that you had to 0:11:07.559 --> 0:11:12.880 have designed be a prime component of any product. That 0:11:13.000 --> 0:11:16.640 couldn't just be what does the software do or how 0:11:16.679 --> 0:11:19.160 do you access it? What's the user interface? But the 0:11:19.200 --> 0:11:21.959 actual physical design of the product had to be just 0:11:22.000 --> 0:11:25.320 as important, if not more so. Now you have to 0:11:25.360 --> 0:11:28.720 remember that back then, Apple was not the brand that 0:11:28.840 --> 0:11:32.720 it is today. The company had its rabid fans back 0:11:33.040 --> 0:11:36.760 in you know, two thousand, two thousand one, but they 0:11:36.760 --> 0:11:39.120 were in the minority. Apple had been the butt of 0:11:39.200 --> 0:11:42.440 jokes in the mainstream, Like people joked about how the 0:11:42.480 --> 0:11:45.520 Apple Mac was. You know, you don't even play games 0:11:45.520 --> 0:11:47.720 on an Apple Mac, like there's there's nothing to play. 0:11:47.800 --> 0:11:49.840 That wasn't true, by the way, but that was the perception. 0:11:50.400 --> 0:11:53.480 So things were starting to turn around now, right because 0:11:54.000 --> 0:11:56.800 the Imax had really started to catch capture a lot 0:11:56.800 --> 0:11:59.920 of attention. They were just very fun and and love 0:12:00.080 --> 0:12:03.000 lead designed like you wanted you wanted to have one. 0:12:03.480 --> 0:12:06.600 It looked like candy. The iPods were a huge hit. 0:12:07.000 --> 0:12:08.880 So now the general public, we're starting to want to 0:12:08.920 --> 0:12:11.200 get their hands on Apple products. It was it was 0:12:11.240 --> 0:12:15.360 going beyond the Apple Faithful, and those attractive computers and 0:12:15.360 --> 0:12:19.079 iPods were really transforming the company. One computer that got 0:12:19.080 --> 0:12:22.520 attention and not all of it was positive, was the 0:12:22.640 --> 0:12:26.360 iMac G four computer, which was released in two thousand one, 0:12:26.440 --> 0:12:29.240 so same year that the iPod came out. And if 0:12:29.240 --> 0:12:30.720 you take a look at this, if you look at 0:12:30.720 --> 0:12:33.040 the iMac G four, which had a couple of different 0:12:33.080 --> 0:12:36.600 names throughout its history, you can definitely see that the 0:12:36.679 --> 0:12:42.120 evolutionary step that existed between the iMac G three models, 0:12:42.120 --> 0:12:46.840 which were those really colorful CRT screen computer systems that 0:12:46.840 --> 0:12:49.439 were all in one computer system, and then you can 0:12:49.480 --> 0:12:53.880 also see the following step after the iMac G four, 0:12:54.160 --> 0:12:56.680 which are the more modern IMAX, which are kind of 0:12:56.720 --> 0:12:59.360 all in one devices where you've got a flat screen 0:12:59.800 --> 0:13:02.600 with the computer integrated right behind the flat screen and 0:13:02.640 --> 0:13:05.800 it's on a stand. Right, That's been the IMAX of 0:13:05.960 --> 0:13:09.400 recent years. Well, this one, the iMac G four, is 0:13:09.640 --> 0:13:13.240 kind of in between those, though I'd say it's more 0:13:13.760 --> 0:13:16.559 it's closer to the more recent IMAX than the old 0:13:16.960 --> 0:13:20.880 uh G three's. So the base of this computer was 0:13:21.040 --> 0:13:25.080 a little dome and that's where all the computer elements were, 0:13:25.200 --> 0:13:27.560 right like that's where the optical drive was, That's where 0:13:27.600 --> 0:13:30.439 you would plug in your peripherals, and that dome is 0:13:30.520 --> 0:13:32.400 kind of what I think of as the nod to 0:13:33.120 --> 0:13:36.080 the IMAX three days now. At the top of the 0:13:36.120 --> 0:13:40.880 dome was an attached arm that you could tilt kind 0:13:40.920 --> 0:13:43.520 of like a desk lamp, and on the end of 0:13:43.520 --> 0:13:46.040 that arm was the flat panel display for the computer. 0:13:46.640 --> 0:13:51.520 So it didn't have the computer incorporated behind the flat screen. 0:13:51.880 --> 0:13:54.680 It was instead incorporated in this little dome. So it 0:13:54.760 --> 0:13:57.800 wasn't quite the same as modern IMAX. So that's why 0:13:57.800 --> 0:13:59.839 I say it was kind of in between. And this 0:14:00.080 --> 0:14:02.600 was a bold move for the company. It differentiated Apple's 0:14:02.640 --> 0:14:07.240 computers from the beige desktops associated with Windows machines, and 0:14:07.280 --> 0:14:10.439 the company called it the New iMac at the time. 0:14:10.600 --> 0:14:13.160 Later on they would rename it the iMac G four. 0:14:14.200 --> 0:14:17.400 The l c D display on the New iMac wasn't cheap, 0:14:17.640 --> 0:14:21.480 and so the New iMac was pretty expensive machine, and 0:14:21.520 --> 0:14:25.120 the education sector, which again was one of Apple's really 0:14:25.160 --> 0:14:29.240 big customers, kind of lagged on adopting the iMac G 0:14:29.480 --> 0:14:32.360 four because it was so expensive. A lot of them 0:14:32.560 --> 0:14:36.640 kept on buying the G three until Apple stopped selling them. 0:14:36.680 --> 0:14:40.200 In two thousand four, Apple would unveil the iMac G five. Now, 0:14:40.240 --> 0:14:43.120 this was the first of the Imax to incorporate the 0:14:43.160 --> 0:14:46.480 computer behind the flat display itself, and it would all 0:14:46.520 --> 0:14:49.400 be supported on an L shaped stand that would be 0:14:49.440 --> 0:14:52.960 on your desk. Now, unlike later Imax which would have 0:14:53.240 --> 0:14:56.400 aluminium cases like the most recent ones have aluminium cases, 0:14:56.920 --> 0:15:00.400 the iMac G five had a white case, and I've 0:15:00.440 --> 0:15:02.760 insisted on that. He felt that the screen was meant 0:15:02.760 --> 0:15:06.080 to capture the user's attention, like all their attention should 0:15:06.080 --> 0:15:08.480 be on the screen. The screen was beautiful, it was 0:15:08.480 --> 0:15:11.440 the focal point for the computer. So he wanted a 0:15:11.640 --> 0:15:15.920 really minimalist approach on the case so that you wouldn't 0:15:16.120 --> 0:15:18.120 your eyes wouldn't be drawn to something else, You would 0:15:18.120 --> 0:15:21.600 be focused on what was important, and everything else like 0:15:21.640 --> 0:15:23.680 the keyboard and the mouse would all be a simple 0:15:23.680 --> 0:15:27.440 white as well, again not to pull focus from the display. 0:15:27.480 --> 0:15:30.360 Now back to the iPod. The introduction of the iPod 0:15:30.480 --> 0:15:33.600 Nano in two thousand five, which would replace the Mini, 0:15:33.680 --> 0:15:36.480 would change things up again. The first generation of the 0:15:36.520 --> 0:15:39.960 Nano was available only in white or black, and it 0:15:40.000 --> 0:15:42.600 had a screen measuring just one point eight inches on 0:15:42.640 --> 0:15:46.440 the diagonal. The second generation added a few more features 0:15:46.520 --> 0:15:50.040 as well as some more color options. The third generation 0:15:50.040 --> 0:15:53.440 would change the form factor by having the candy bar 0:15:53.600 --> 0:15:57.440 like dimensions of the first two generations trade off for 0:15:57.680 --> 0:15:59.800 I don't know, like a Graham Cracker kind of dimension. 0:15:59.840 --> 0:16:04.120 It was more squarish than a rectangle. Uh So the 0:16:04.160 --> 0:16:07.720 actual physical form factor changed and that design would flip 0:16:07.760 --> 0:16:10.960 flop a bit between those over the following generations until 0:16:11.000 --> 0:16:15.520 Apple just playing Out discontinued the nano. So yeah, So 0:16:15.600 --> 0:16:18.680 again it was Ive's team kind of working on different 0:16:18.680 --> 0:16:22.440 things to try and experiment with different design layouts, and 0:16:22.480 --> 0:16:24.480 sometimes they would go back to an idea that they 0:16:24.480 --> 0:16:27.240 had had before, you know, refined it a bit. So 0:16:27.280 --> 0:16:31.000 it wasn't like you know, the I Pod, the nanos 0:16:31.080 --> 0:16:34.720 of of you know, two thousand ten looked exactly like 0:16:34.760 --> 0:16:36.840 the ones from two thousand seven. It wasn't like that, 0:16:37.560 --> 0:16:41.240 But they did kind of experiment with those different form factors. 0:16:41.840 --> 0:16:44.640 I've also had a hand with the iPod Shuffle, which 0:16:44.680 --> 0:16:46.560 didn't have a screen at all on it, so you 0:16:46.600 --> 0:16:49.080 had no screen to look at. Instead, you would load 0:16:49.200 --> 0:16:51.760 music on this device, you would play it in shuffle mode. 0:16:52.000 --> 0:16:55.120 You could play it in just you know, regular nodes 0:16:55.120 --> 0:16:57.480 that would play in order, but typically it was shuffle 0:16:57.560 --> 0:16:59.920 mode and it would just sort of randomly shuffle up 0:16:59.920 --> 0:17:02.240 the song order for you and play whatever. And it 0:17:02.320 --> 0:17:04.960 had simple controls for advancing or going back through songs, 0:17:05.000 --> 0:17:08.080 plus volume controls and a play pause button and that 0:17:08.160 --> 0:17:10.639 was about it. Like it had the little headphone jack 0:17:11.040 --> 0:17:13.680 and that's you know, he didn't have much more after that. 0:17:14.240 --> 0:17:15.920 The first one looked kind of like a stick of gum. 0:17:16.400 --> 0:17:18.240 You could actually pull the end off. It was a 0:17:18.320 --> 0:17:22.640 cap for a USB that could be you know, plugged 0:17:22.640 --> 0:17:25.880 into a computer. The second generation looked more like a stamp, 0:17:26.400 --> 0:17:30.680 like it was you know, rectangular in dimension. The third 0:17:30.720 --> 0:17:33.119 generation of the Shuffle would be the boldest of the 0:17:33.200 --> 0:17:37.000 designs because I've and his team created one that lacked 0:17:37.040 --> 0:17:41.120 any physical controls other than a power control. So instead 0:17:41.280 --> 0:17:45.040 all of the controls for changing the volume or advancing 0:17:45.080 --> 0:17:49.120 through a track, all of that moved to Apple's iPod earbuds, 0:17:49.520 --> 0:17:53.280 which I've also designed, which meant that initially, at least 0:17:53.280 --> 0:17:56.320 the third generation of the Shuffle had limited functionality if 0:17:56.359 --> 0:17:59.679 you weren't using Apple's own earbuds, so you couldn't just 0:17:59.760 --> 0:18:03.879 you know, plug any earphones into a shuffle of this 0:18:03.960 --> 0:18:07.040 generation and be able to control it. You'd be able 0:18:07.040 --> 0:18:08.960 to listen to music, but you wouldn't be able to 0:18:09.000 --> 0:18:10.520 do things like change the volume, So if it was 0:18:10.560 --> 0:18:12.600 too loud or too quiet, you couldn't do anything about it. 0:18:13.280 --> 0:18:14.879 And if a song came on that you didn't want 0:18:14.880 --> 0:18:16.600 to hear, there was no way to skip it unless 0:18:16.600 --> 0:18:20.159 you were using the the Apple earbuds which had the 0:18:20.200 --> 0:18:24.560 controls on them. Eventually, third parties would come up with 0:18:24.600 --> 0:18:28.000 their own earbuds that would have controls that were interoperable 0:18:28.119 --> 0:18:31.119 with this shuffle, but this was one of those decisions 0:18:31.520 --> 0:18:34.359 that had people kind of complaining about Apple. Apple has 0:18:34.400 --> 0:18:39.120 a reputation for uh making moves to trap people into 0:18:39.200 --> 0:18:43.640 an ecosystem, whether it's with peripherals or with their approach 0:18:43.680 --> 0:18:49.200 to software um and that you know customers, consumers tend 0:18:49.240 --> 0:18:51.800 to like to have a lot of options, right Like 0:18:52.720 --> 0:18:55.240 a lot of people would much prefer to be able 0:18:55.240 --> 0:18:59.080 to pair their favorite headphones with their favorite music device. 0:18:59.600 --> 0:19:02.960 But Apple was taking an approach where, at least to 0:19:03.080 --> 0:19:05.280 have the ideal experience, you really need to be all 0:19:05.359 --> 0:19:08.040 in on Apple, something that I think was really true 0:19:08.119 --> 0:19:12.879 even when Apple opened up iTunes to Windows machines. But 0:19:12.920 --> 0:19:14.880 I've complained about that too many times in the past, 0:19:14.880 --> 0:19:16.400 so I'm not going to pick that up again here. 0:19:17.920 --> 0:19:21.120 The fourth generation Shuffle would actually bring back those physical 0:19:21.160 --> 0:19:25.040 controls onto the device itself, which seems to be an 0:19:25.080 --> 0:19:28.320 admission that perhaps the third generation may have gone too far. 0:19:28.520 --> 0:19:30.280 I mean, some bold moves just end up being the 0:19:30.320 --> 0:19:33.520 wrong ones, it turns out, or at least maybe if 0:19:33.560 --> 0:19:35.439 you want to say it's not the wrong move, it 0:19:35.520 --> 0:19:37.720 might be a move that just doesn't resonate with the 0:19:37.760 --> 0:19:41.520 general public as well. And then after all that, we 0:19:41.560 --> 0:19:47.640 would have a device that really would push Apple into 0:19:47.640 --> 0:19:51.520 the next level. So to to kind of some up 0:19:51.520 --> 0:19:54.879 what we've been looking at so far. With the Johnny 0:19:54.960 --> 0:19:57.280 Ives tenure at Apple, you know, he came in during 0:19:57.280 --> 0:20:00.800 a tumultuous time where the company was heading toward disaster. 0:20:02.040 --> 0:20:05.080 He was encouraged by Steve Jobs to help design a 0:20:06.080 --> 0:20:11.600 new generation of Macintosh computer that brought attention back to 0:20:11.600 --> 0:20:14.359 Apple on a level that had not been there for years, 0:20:14.400 --> 0:20:17.919 Like positive attention, the company had largely been dismissed at 0:20:17.920 --> 0:20:21.720 that point. He had helped introduce a new product line 0:20:21.840 --> 0:20:26.080 with iPods a new whole business for Apple, which when 0:20:26.200 --> 0:20:29.320 paired with iTunes and the iTunes store, would end up 0:20:29.359 --> 0:20:33.480 being a lucrative business for Apple. But what would come 0:20:33.520 --> 0:20:38.000 next would really push the company into the stratosphere. We'll 0:20:38.000 --> 0:20:40.720 talk about that when we come back after these messages. 0:20:48.800 --> 0:20:52.000 All right, this is where we're getting up to round 0:20:52.040 --> 0:20:57.040 two thousand seven. And if you know Apple and you 0:20:57.119 --> 0:20:59.680 know your timelines, you know that two thousand seven is 0:20:59.720 --> 0:21:03.919 when we get the iPhone and who boy. So the 0:21:03.960 --> 0:21:07.919 iPod established Apple as a household name in electronics. The 0:21:07.960 --> 0:21:13.080 iPhone would move the company into hyperspace. So when Steve 0:21:13.160 --> 0:21:16.200 Jobs unveiled the iPhone back in two thousand and seven, 0:21:16.840 --> 0:21:20.960 it took the world by storm, which was particularly remarkable 0:21:21.040 --> 0:21:23.119 because I don't know how many of you remember this, 0:21:23.200 --> 0:21:26.680 but here in the United States, when the iPhone launched, 0:21:27.760 --> 0:21:30.440 it was exclusive to a T and T. You could 0:21:30.520 --> 0:21:34.600 not have the iPhone running on any other carrier. So 0:21:34.880 --> 0:21:38.000 if you were a Sprint customer, or a Verizon customer 0:21:38.119 --> 0:21:41.760 or T Mobile customer, then you would have to switch 0:21:42.280 --> 0:21:45.200 carriers if you wanted to get an iPhone. There was 0:21:45.240 --> 0:21:49.159 a big limitation, and yet the iPhone was still a 0:21:49.280 --> 0:21:55.199 remarkable hit for Apple, and when Steve Jobs took the 0:21:55.240 --> 0:21:58.000 stage in two thousand seven to talk about this to 0:21:58.119 --> 0:22:03.479 unveil it, he drilled home to the audience that he 0:22:03.560 --> 0:22:07.560 was going to introduce products that represented an iPod, a 0:22:07.640 --> 0:22:12.160 mobile phone, and an Internet communications device. And the implication 0:22:12.200 --> 0:22:14.679 at first was that these were three different products. But 0:22:14.720 --> 0:22:17.040 then he reveals, no, I'm talking about one thing that 0:22:17.320 --> 0:22:19.479 that happens to be all three of these, and that 0:22:19.560 --> 0:22:22.480 was the iPhone. So he gave a very long presentation 0:22:23.080 --> 0:22:25.320 about the iPhone that day. It's like a couple of hours. 0:22:25.320 --> 0:22:27.160 You can actually find it on YouTube. You can watch 0:22:27.200 --> 0:22:29.959 the whole thing if you like. And he spent some 0:22:30.040 --> 0:22:32.639 of that time to talk about the design of the phone. 0:22:32.720 --> 0:22:37.520 Although it was in pretty general terms. He pointed out 0:22:37.560 --> 0:22:42.160 that there were minimal physical controls on the device. There 0:22:42.200 --> 0:22:44.119 was a home button that would take you back to 0:22:44.119 --> 0:22:47.000 the home page wherever you happen to be. There was 0:22:47.119 --> 0:22:50.000 a wake slash sleep button, so you could, you know, 0:22:50.359 --> 0:22:53.800 turn the phone on or off. There was a volume control, 0:22:54.400 --> 0:22:56.399 and there was a switch to turn the phone to 0:22:56.560 --> 0:22:59.680 ring or silent mode. It also had front facing and 0:22:59.760 --> 0:23:02.479 rear facing cameras, had a back that was made out 0:23:02.520 --> 0:23:05.520 of aluminum. The front was originally going to be plastic, 0:23:06.080 --> 0:23:08.680 but Steve Jobs noticed that his early model he was 0:23:08.720 --> 0:23:11.000