1 00:00:04,480 --> 00:00:12,520 Speaker 1: Text with Technology with tech Stuff from dot com. Hey there, 2 00:00:12,520 --> 00:00:16,200 Speaker 1: and welcome to tech Stuff. I am your host, Jonathan Strickland. 3 00:00:16,560 --> 00:00:21,200 Speaker 1: I am a podcaster with the halstaff Works podcasting company. 4 00:00:21,800 --> 00:00:24,479 Speaker 1: Thank you for joining tech Stuff, the show where we 5 00:00:24,520 --> 00:00:27,440 Speaker 1: look at all things tech. This is technically a part 6 00:00:27,640 --> 00:00:32,599 Speaker 1: two episode. Part one was the episode immediately before this, 7 00:00:32,840 --> 00:00:36,559 Speaker 1: unless something has gone horribly wrong with the publishing schedule, 8 00:00:37,159 --> 00:00:40,319 Speaker 1: and we're looking at the origin of the iPhone. As 9 00:00:40,320 --> 00:00:42,640 Speaker 1: it turns out, it is a complicated story, and it 10 00:00:42,720 --> 00:00:46,360 Speaker 1: was so complicated that it warranted two episodes rather than 11 00:00:46,440 --> 00:00:50,839 Speaker 1: one super long episode. And in the last one, I 12 00:00:50,880 --> 00:00:53,960 Speaker 1: talked about the earliest stages of the iPhone project at Apple, 13 00:00:54,400 --> 00:00:58,320 Speaker 1: and as I pointed out, it's surprisingly long. I left 14 00:00:58,360 --> 00:01:01,320 Speaker 1: off with the earliest phases of the two groups that 15 00:01:01,360 --> 00:01:06,520 Speaker 1: were competing against one another internally to develop the Apple phone, 16 00:01:07,040 --> 00:01:09,640 Speaker 1: and those two groups were known as P one and 17 00:01:09,800 --> 00:01:14,320 Speaker 1: P two among a very few select Apple employees. Most 18 00:01:14,319 --> 00:01:17,560 Speaker 1: people didn't even know what was going on. But those 19 00:01:17,560 --> 00:01:20,080 Speaker 1: two groups were each trying to create a phone Apple 20 00:01:20,120 --> 00:01:23,080 Speaker 1: can market as a consumer product, and they took very 21 00:01:23,080 --> 00:01:25,400 Speaker 1: different approaches. The P one group, which was led by 22 00:01:25,400 --> 00:01:29,000 Speaker 1: Tony Fidel, was looking to make a souped up iPod 23 00:01:29,200 --> 00:01:32,600 Speaker 1: with phone capabilities. The other group, P two, that had 24 00:01:32,640 --> 00:01:37,680 Speaker 1: Scott Forestall and the next Mafia, was trying to create 25 00:01:37,720 --> 00:01:41,280 Speaker 1: a pocket sized Mac computer that could also act as 26 00:01:41,280 --> 00:01:43,920 Speaker 1: a phone. In both cases, you could argue that the 27 00:01:43,920 --> 00:01:46,720 Speaker 1: phone thing was an add on and iPod and I'll 28 00:01:46,760 --> 00:01:49,600 Speaker 1: add on and P one and a Mac add on 29 00:01:49,760 --> 00:01:52,760 Speaker 1: with P two. Now, most of the engineers and these 30 00:01:52,760 --> 00:01:55,680 Speaker 1: two groups were really really too busy with work to 31 00:01:55,800 --> 00:01:59,240 Speaker 1: worry about the other group. But when you get to 32 00:01:59,280 --> 00:02:03,840 Speaker 1: the executive level, there were some pretty notable clashes between them, 33 00:02:03,880 --> 00:02:07,120 Speaker 1: and it got really ugly at some points, and and 34 00:02:07,360 --> 00:02:11,840 Speaker 1: kind of petty and brutal. Some executives ended up quitting, 35 00:02:12,200 --> 00:02:16,079 Speaker 1: some got fired, and they were often sniping at one another, 36 00:02:16,200 --> 00:02:18,000 Speaker 1: and it was kind of like again, a kind of 37 00:02:18,040 --> 00:02:21,560 Speaker 1: like a soap opera. Meanwhile, the work had to carry on. 38 00:02:22,160 --> 00:02:24,959 Speaker 1: The project had developed a code name at that point. 39 00:02:25,240 --> 00:02:29,560 Speaker 1: It was called purple. No one's really sure why. There 40 00:02:29,639 --> 00:02:32,400 Speaker 1: was some debate that it perhaps was referring to the 41 00:02:32,440 --> 00:02:35,560 Speaker 1: color of a particular toy one of the developers had, 42 00:02:36,639 --> 00:02:40,560 Speaker 1: because it represented an internal process at Apple, but no 43 00:02:40,600 --> 00:02:43,480 Speaker 1: one's really sure. It's kind of grasping at straws, but 44 00:02:43,560 --> 00:02:46,680 Speaker 1: the name was Purple. Now keep in mind, at this stage, 45 00:02:46,680 --> 00:02:50,400 Speaker 1: which is around two thousand five or so, the project 46 00:02:50,440 --> 00:02:53,560 Speaker 1: was so secret that only a few people in Apple 47 00:02:53,600 --> 00:02:56,320 Speaker 1: were even aware of it, and other employees at Apple 48 00:02:56,360 --> 00:02:59,040 Speaker 1: were left to wonder what the heck happened to their coworkers. 49 00:02:59,080 --> 00:03:02,280 Speaker 1: So it's seemingly disappeared off the face of the earth. Now, 50 00:03:02,280 --> 00:03:05,160 Speaker 1: those co workers were still at Apple, those most of 51 00:03:05,200 --> 00:03:07,720 Speaker 1: them were still at Apple anyway, but they were sequestered 52 00:03:07,720 --> 00:03:10,920 Speaker 1: in other parts of the office complex behind heavy security, 53 00:03:11,240 --> 00:03:15,639 Speaker 1: working slavishly long hours. And those hours were so long, 54 00:03:15,720 --> 00:03:18,639 Speaker 1: and the work was so hard that team leaders had 55 00:03:18,680 --> 00:03:22,360 Speaker 1: taken to renting hotel rooms to allow employees to have 56 00:03:22,440 --> 00:03:26,079 Speaker 1: a place to crash, because they were worried that otherwise 57 00:03:26,080 --> 00:03:28,360 Speaker 1: people might fall asleep behind the wheel of a car 58 00:03:28,600 --> 00:03:32,200 Speaker 1: due to exhaustion. And honestly, the deadlines that Steve Jobs 59 00:03:32,240 --> 00:03:35,000 Speaker 1: was setting were so aggressive that there was really no 60 00:03:35,080 --> 00:03:38,960 Speaker 1: time to actually, you know, go home and stuff. Now, 61 00:03:38,960 --> 00:03:42,720 Speaker 1: that obviously put a big strain on employees. There was 62 00:03:42,840 --> 00:03:46,160 Speaker 1: one employee who described it as a soup of misery 63 00:03:46,320 --> 00:03:49,880 Speaker 1: at times. This was an employee who talked to Brian Merchant, 64 00:03:49,960 --> 00:03:53,040 Speaker 1: the author of the One Device, which, as I mentioned 65 00:03:53,040 --> 00:03:55,880 Speaker 1: in Part one of the series, served as my primary 66 00:03:56,000 --> 00:03:59,200 Speaker 1: source for much of this information. You should really check 67 00:03:59,200 --> 00:04:03,080 Speaker 1: out that book if want to dive super super deep 68 00:04:03,120 --> 00:04:05,320 Speaker 1: on the iPhone. I mean, it goes into way more 69 00:04:05,360 --> 00:04:08,280 Speaker 1: detail than what I am talking about here, and I'm 70 00:04:08,280 --> 00:04:12,080 Speaker 1: being pretty thorough. Now, not only was this whole situation 71 00:04:12,160 --> 00:04:14,920 Speaker 1: really stressful, there was also this general feeling that the 72 00:04:14,960 --> 00:04:19,000 Speaker 1: iPhone was a make or break situation for Apple the company, 73 00:04:19,080 --> 00:04:23,440 Speaker 1: that the future of the company itself rested on the 74 00:04:23,480 --> 00:04:27,320 Speaker 1: outcome of this project. Now, at least one Apple employees 75 00:04:27,360 --> 00:04:30,479 Speaker 1: cited the development process as the reason for his divorce. 76 00:04:31,080 --> 00:04:34,840 Speaker 1: The phone was really taking its toll even though long 77 00:04:34,839 --> 00:04:37,839 Speaker 1: distance calls at that point, we're toll free. It's a 78 00:04:37,920 --> 00:04:40,880 Speaker 1: terrible joke, but I had to make it. Not jump 79 00:04:40,960 --> 00:04:43,240 Speaker 1: back to the design of the phone itself. Now, not 80 00:04:43,360 --> 00:04:46,120 Speaker 1: only were teams looking at physical formats, they also had 81 00:04:46,160 --> 00:04:49,240 Speaker 1: to define the look of everything on the phone, and 82 00:04:49,320 --> 00:04:53,200 Speaker 1: part of that was this concept of widgets. Uh Imron 83 00:04:53,320 --> 00:04:56,799 Speaker 1: Schaudry was working on that team. He had helped develop 84 00:04:56,839 --> 00:04:59,920 Speaker 1: widgets for the mac Os dashboard feature, and he was 85 00:05:00,040 --> 00:05:03,719 Speaker 1: invited to join the iPhone project. He began to design 86 00:05:03,760 --> 00:05:07,640 Speaker 1: widgets for the iPhone user interface, and Chaudry and fellow 87 00:05:07,680 --> 00:05:12,240 Speaker 1: designer Freddie and Zeroes were responsible for widget design, and 88 00:05:12,320 --> 00:05:15,200 Speaker 1: the story goes that they developed almost all of them 89 00:05:15,240 --> 00:05:19,039 Speaker 1: over the course of a single night. This was because 90 00:05:19,080 --> 00:05:21,520 Speaker 1: Steve Jobs wanted to see designs right away and gave 91 00:05:21,560 --> 00:05:24,599 Speaker 1: them a super tight deadline. He essentially said, have something 92 00:05:24,600 --> 00:05:27,560 Speaker 1: on my desk tomorrow. So they stayed up and they 93 00:05:27,600 --> 00:05:30,160 Speaker 1: worked all night long trying to design these things. Typically, 94 00:05:30,360 --> 00:05:33,919 Speaker 1: you would spend weeks designing something like a widget appearance, 95 00:05:34,080 --> 00:05:36,320 Speaker 1: and you would do lots of testing of different options 96 00:05:36,360 --> 00:05:38,640 Speaker 1: to find out which was the most appealing and user friendly. 97 00:05:38,680 --> 00:05:41,680 Speaker 1: But that just wasn't an option. So the two of 98 00:05:41,720 --> 00:05:44,520 Speaker 1: them worked throughout the night, and the following day they 99 00:05:44,520 --> 00:05:47,680 Speaker 1: showed their widget designs to Jobs, and Jobs loved them, 100 00:05:47,960 --> 00:05:50,800 Speaker 1: and so those initial designs essentially became the icons that 101 00:05:50,839 --> 00:05:53,400 Speaker 1: you would find on the iPhone at its launch. So 102 00:05:53,520 --> 00:05:57,040 Speaker 1: just think those icons at launch. Those were designed by 103 00:05:57,080 --> 00:06:01,320 Speaker 1: two guys frantically putting them together there over the course 104 00:06:01,360 --> 00:06:03,400 Speaker 1: of a few hours before they had to show it 105 00:06:03,440 --> 00:06:07,360 Speaker 1: off to Steve Jobs. It's pretty remarkable. Again, nothing was 106 00:06:07,400 --> 00:06:10,000 Speaker 1: set in Stone at this time, and one of the 107 00:06:10,040 --> 00:06:12,640 Speaker 1: decisions the team had to make was how the icons 108 00:06:12,680 --> 00:06:15,000 Speaker 1: would appear on the screen when you booted up the phone. 109 00:06:15,520 --> 00:06:18,320 Speaker 1: So they considered several different options, such as having all 110 00:06:18,320 --> 00:06:22,440 Speaker 1: the icons appear alphabetically in a list format, which then 111 00:06:22,480 --> 00:06:24,880 Speaker 1: you would be able to scroll through and choose, but 112 00:06:24,920 --> 00:06:27,120 Speaker 1: they thought it made more sense to create a grid 113 00:06:27,160 --> 00:06:29,240 Speaker 1: based system on the phone, and then you would just 114 00:06:29,360 --> 00:06:32,240 Speaker 1: lock icons to that grid so that they would be 115 00:06:32,320 --> 00:06:36,280 Speaker 1: evenly spaced from each other and look very neat and organized. 116 00:06:37,000 --> 00:06:38,640 Speaker 1: Now it's funny to think that this was just one 117 00:06:38,640 --> 00:06:42,279 Speaker 1: of several options, because now practically all smartphones follow that 118 00:06:42,400 --> 00:06:46,080 Speaker 1: same feature, But at the time that was just a 119 00:06:46,120 --> 00:06:48,359 Speaker 1: design decision that they had to make. It could have 120 00:06:48,400 --> 00:06:50,360 Speaker 1: gone a different way, and it's possible that if they 121 00:06:50,400 --> 00:06:53,440 Speaker 1: had gone a different way, maybe other companies would have 122 00:06:53,440 --> 00:06:56,400 Speaker 1: followed suit and we wouldn't have had this grid approach 123 00:06:56,440 --> 00:06:59,800 Speaker 1: to most smartphone u i's. Now. At this stage, the 124 00:07:00,040 --> 00:07:02,840 Speaker 1: ZIGN team did not have any prototype hardware. They were 125 00:07:02,839 --> 00:07:06,840 Speaker 1: still designing stuff on Mac computers. They would confine their 126 00:07:06,880 --> 00:07:10,360 Speaker 1: designs to match dimensions that would fit what they thought 127 00:07:10,400 --> 00:07:13,680 Speaker 1: the iPhones dimensions would be, so they were working from 128 00:07:13,880 --> 00:07:16,640 Speaker 1: general rules of the iPhone size was going to be 129 00:07:16,680 --> 00:07:18,800 Speaker 1: like a three and a half inch screen, for example, 130 00:07:19,280 --> 00:07:24,680 Speaker 1: So they would create a border on max to say, 131 00:07:24,680 --> 00:07:27,440 Speaker 1: all right, everything has to fit within this border, and 132 00:07:27,480 --> 00:07:30,600 Speaker 1: they would design their user interface on a computer to 133 00:07:30,680 --> 00:07:34,160 Speaker 1: be within that border. While they were waiting on testing 134 00:07:34,160 --> 00:07:37,400 Speaker 1: out all this stuff, they even went so far as 135 00:07:37,440 --> 00:07:42,200 Speaker 1: to fabricate wooden iPhone frames. They hadn't even settled on 136 00:07:42,280 --> 00:07:45,000 Speaker 1: what the physical design of the phone was at this point, 137 00:07:45,000 --> 00:07:48,440 Speaker 1: but they created wooden frames to hold up to their 138 00:07:48,480 --> 00:07:51,360 Speaker 1: computer screens so that they could look at the size 139 00:07:51,440 --> 00:07:54,160 Speaker 1: of the various icons and determine if they needed to 140 00:07:54,160 --> 00:07:58,520 Speaker 1: be larger or smaller, which is pretty wild, I think so. 141 00:07:58,600 --> 00:08:01,120 Speaker 1: By February two tho five, if Steve Jobs was starting 142 00:08:01,160 --> 00:08:04,160 Speaker 1: to get really antsy. He wanted to see some results 143 00:08:04,400 --> 00:08:06,600 Speaker 1: from this project he had given the go ahead for. 144 00:08:06,720 --> 00:08:09,600 Speaker 1: And now remember he had only said okay to this 145 00:08:10,040 --> 00:08:13,320 Speaker 1: back in November two thousand four. February two thousand five 146 00:08:13,480 --> 00:08:17,720 Speaker 1: is not that long from November two thousand four. But 147 00:08:18,320 --> 00:08:21,600 Speaker 1: he was starting to say, I'm not seeing anything coherent here. 148 00:08:21,640 --> 00:08:25,720 Speaker 1: I'm seeing a lot of individual ideas and concepts, but 149 00:08:25,840 --> 00:08:29,480 Speaker 1: nothing that connects all these different things together as a 150 00:08:29,560 --> 00:08:33,440 Speaker 1: cohesive experience. I I need to have more than that. 151 00:08:33,520 --> 00:08:35,960 Speaker 1: I can't just see like a rubber banding effect or 152 00:08:36,000 --> 00:08:39,360 Speaker 1: a momentum effect in scrolling or widget design. I need 153 00:08:39,360 --> 00:08:42,960 Speaker 1: to see how they all fit together as an experience. Now, 154 00:08:43,000 --> 00:08:47,200 Speaker 1: this was specifically toward the Human Interface team, not everybody. 155 00:08:47,440 --> 00:08:49,640 Speaker 1: So the Human Interface team got an ultimatum which was 156 00:08:49,679 --> 00:08:53,439 Speaker 1: produced a coherent demonstration of the interface within two weeks, 157 00:08:54,200 --> 00:08:56,720 Speaker 1: and that began what Greg Christie, who was leading the 158 00:08:56,760 --> 00:09:02,120 Speaker 1: Human Interface team, called the two week death March. Engineers 159 00:09:02,160 --> 00:09:05,160 Speaker 1: were working long hours, most of them were not getting 160 00:09:05,160 --> 00:09:08,199 Speaker 1: any sleep. They were trying to put together this demonstration 161 00:09:08,240 --> 00:09:12,160 Speaker 1: that would incorporate numerous concepts and features into a single experience. 162 00:09:12,559 --> 00:09:15,400 Speaker 1: And keep in mind that this was again just the interface. 163 00:09:15,559 --> 00:09:19,079 Speaker 1: This didn't include the operating system or the hardware. This 164 00:09:19,160 --> 00:09:22,839 Speaker 1: was just supposed to be the user experience. Other teams 165 00:09:22,880 --> 00:09:25,040 Speaker 1: were working on and competing with each other for those 166 00:09:25,080 --> 00:09:27,840 Speaker 1: other pieces of the iPhone story. So this was just 167 00:09:27,920 --> 00:09:30,040 Speaker 1: the way you would interact with the phone if you 168 00:09:30,080 --> 00:09:34,080 Speaker 1: were using it, and it put an enormous stress on 169 00:09:34,120 --> 00:09:37,200 Speaker 1: the team, and several people were totally sidelined with exhaustion 170 00:09:37,240 --> 00:09:40,920 Speaker 1: and stress, but they got the demo together and in 171 00:09:40,960 --> 00:09:43,720 Speaker 1: two weeks they showed it off to Steve Jobs, and 172 00:09:43,800 --> 00:09:48,520 Speaker 1: Steve Jobs was happy. He liked it. He liked it 173 00:09:48,600 --> 00:09:50,560 Speaker 1: so much he actually asked them to run through the 174 00:09:50,600 --> 00:09:54,800 Speaker 1: whole demo a second time, which they did, and this 175 00:09:55,080 --> 00:09:57,280 Speaker 1: was exactly what Steve Jobs needed to see in order 176 00:09:57,320 --> 00:09:59,880 Speaker 1: to really throw his full support behind the phone project. 177 00:10:00,200 --> 00:10:03,840 Speaker 1: And he also increased security on the project again, so 178 00:10:03,880 --> 00:10:07,200 Speaker 1: at every stage he demanded even more secrecy, and he 179 00:10:07,360 --> 00:10:09,800 Speaker 1: really wanted to surprise people, and he wanted to do 180 00:10:09,840 --> 00:10:12,000 Speaker 1: it in two waves. He first wanted to surprise people 181 00:10:12,000 --> 00:10:15,200 Speaker 1: within Apple and show them this amazing project, but no 182 00:10:15,200 --> 00:10:18,840 Speaker 1: one really knew was happening outside of the project itself. 183 00:10:19,320 --> 00:10:21,080 Speaker 1: And then when the time was right, he wanted to 184 00:10:21,120 --> 00:10:24,520 Speaker 1: surprise the world with this new idea. But until that 185 00:10:24,559 --> 00:10:27,719 Speaker 1: time he didn't want anyone to know anything about it. 186 00:10:28,559 --> 00:10:31,680 Speaker 1: Over on the operating side of things, there was a 187 00:10:31,679 --> 00:10:34,400 Speaker 1: guy named Richard Williamson who was really hard at work 188 00:10:34,400 --> 00:10:38,080 Speaker 1: on the iPhone side, the software operating system side, and 189 00:10:38,120 --> 00:10:41,080 Speaker 1: he had been on the verge of actually leaving Apple entirely, 190 00:10:41,600 --> 00:10:44,440 Speaker 1: and that ticked off Steve Jobs quite a bit because 191 00:10:44,800 --> 00:10:48,600 Speaker 1: Williamson was a very valuable asset for Apple, but he 192 00:10:48,640 --> 00:10:52,000 Speaker 1: was getting restless. See, Williamson had worked for Next way 193 00:10:52,040 --> 00:10:54,120 Speaker 1: back in the day. He came over to Apple when 194 00:10:54,120 --> 00:10:58,119 Speaker 1: Apple acquired Next. He and he had developed the WebKit framework. 195 00:10:58,440 --> 00:11:01,560 Speaker 1: Now that's the framework that power is the Safari web browser. 196 00:11:02,080 --> 00:11:05,480 Speaker 1: And this was an open source tool, which for Apple 197 00:11:05,960 --> 00:11:09,160 Speaker 1: was totally unusual. If you're familiar with Apple products, you know, 198 00:11:09,280 --> 00:11:12,800 Speaker 1: the phrase open source doesn't come up that often. They 199 00:11:12,880 --> 00:11:15,400 Speaker 1: like to lock things down and be very proprietary with 200 00:11:15,440 --> 00:11:18,319 Speaker 1: their approaches, so much so that when the iPhone launched, 201 00:11:18,600 --> 00:11:21,640 Speaker 1: it had proprietary types of screws that you needed a 202 00:11:21,679 --> 00:11:26,200 Speaker 1: special tool called a pinto labe to open. So having 203 00:11:26,240 --> 00:11:30,120 Speaker 1: an open source kit, the web kit, the thing that 204 00:11:30,360 --> 00:11:34,280 Speaker 1: fueled Safari, was really out of the norm and it 205 00:11:34,320 --> 00:11:36,400 Speaker 1: was a powerful tool. It was so powerful that Google 206 00:11:36,440 --> 00:11:41,199 Speaker 1: actually used it to power Google Chrome until about two thout. Well, 207 00:11:41,200 --> 00:11:44,640 Speaker 1: Williamson wanted to kind of get away from WebKit. He 208 00:11:44,640 --> 00:11:46,720 Speaker 1: wanted to work on something new. He did not want 209 00:11:46,760 --> 00:11:51,040 Speaker 1: his career to involve perpetually updating and maintaining the same 210 00:11:51,120 --> 00:11:55,199 Speaker 1: software that he had invented years earlier. The iPhone ended 211 00:11:55,280 --> 00:11:57,679 Speaker 1: up being the project that convinced him to stay on 212 00:11:57,880 --> 00:12:00,719 Speaker 1: with Apple, and he lent his consider herble talents to 213 00:12:00,760 --> 00:12:04,800 Speaker 1: the software and OS side of that project. Now, Jobs 214 00:12:04,800 --> 00:12:06,800 Speaker 1: decided that the next step was to clue in some 215 00:12:06,880 --> 00:12:09,240 Speaker 1: of the executives at Apple at one of their Top 216 00:12:09,360 --> 00:12:13,360 Speaker 1: one events. Now these are internal meetings at Apple. They 217 00:12:13,360 --> 00:12:16,400 Speaker 1: were similar in structure and tone to the big public 218 00:12:16,440 --> 00:12:19,640 Speaker 1: marketing events that Apple holds throughout the year. So if 219 00:12:19,640 --> 00:12:22,120 Speaker 1: you've ever watched one of those, any sort of Apple 220 00:12:22,160 --> 00:12:25,520 Speaker 1: presentation where there's an executive up there talking about their products, 221 00:12:25,720 --> 00:12:27,880 Speaker 1: it's that same sort of thing, only this was for 222 00:12:28,000 --> 00:12:31,680 Speaker 1: executives inside the company, not anyone outside of it. And 223 00:12:31,760 --> 00:12:35,040 Speaker 1: even this presentation was just for executives. The rank and 224 00:12:35,080 --> 00:12:38,200 Speaker 1: file Apple employees were to remain unaware of the phone 225 00:12:38,200 --> 00:12:42,280 Speaker 1: project on an official capacity. Jobs gave the HI department 226 00:12:42,360 --> 00:12:45,400 Speaker 1: until May two thousand five to work up a full 227 00:12:45,559 --> 00:12:49,120 Speaker 1: demo of the interface for these executives. So remember February 228 00:12:49,120 --> 00:12:51,000 Speaker 1: two thousand five was when they were put through those 229 00:12:51,040 --> 00:12:55,839 Speaker 1: two weeks of torture. They they show the demo to 230 00:12:56,000 --> 00:12:57,719 Speaker 1: Steve Jobs. He loves and he's like, all right, now 231 00:12:57,760 --> 00:13:00,920 Speaker 1: make an even bigger one for May, and you didn't 232 00:13:00,960 --> 00:13:04,000 Speaker 1: even get a chance to relish in the victory of 233 00:13:04,080 --> 00:13:07,040 Speaker 1: creating a demo that made Steve Jobs happy, you had 234 00:13:07,080 --> 00:13:10,040 Speaker 1: to go back and make an even bigger demo for 235 00:13:10,120 --> 00:13:13,880 Speaker 1: this top one event, which they did, and while it 236 00:13:14,000 --> 00:13:16,959 Speaker 1: was hard to do, they made the demo. It went 237 00:13:17,000 --> 00:13:19,800 Speaker 1: over like Gangbusters, and it was clear that Apple was 238 00:13:19,840 --> 00:13:22,040 Speaker 1: onto something, but they still had a long way to 239 00:13:22,040 --> 00:13:24,320 Speaker 1: go before they had an actual product, because this was 240 00:13:24,360 --> 00:13:27,240 Speaker 1: still conceptual stuff at this stage. It was talking about 241 00:13:27,280 --> 00:13:30,439 Speaker 1: the way it would interface, but they didn't have an 242 00:13:30,440 --> 00:13:33,720 Speaker 1: actual physical device yet, and the battles between P one 243 00:13:33,800 --> 00:13:36,720 Speaker 1: and P two were still raging, with Fidel and Forestall 244 00:13:36,760 --> 00:13:40,880 Speaker 1: growing increasingly irritated at each other. Some folks over on 245 00:13:40,960 --> 00:13:44,400 Speaker 1: Forestall's team would even start to refer to Tony Fidel 246 00:13:44,559 --> 00:13:48,000 Speaker 1: not as the pod father, the guy who oversaw the 247 00:13:48,080 --> 00:13:51,559 Speaker 1: development and launch of the iPod. They started calling him 248 00:13:51,760 --> 00:13:57,280 Speaker 1: Tony Malogney, the cut deep at Apple folks. So the 249 00:13:57,280 --> 00:14:00,640 Speaker 1: employees were calling him Tony Malogney because they said that 250 00:14:00,640 --> 00:14:04,679 Speaker 1: Fidel had this habit of overstating his role in developing 251 00:14:04,720 --> 00:14:08,440 Speaker 1: products like the iPod and the iPhone, and they said 252 00:14:08,480 --> 00:14:10,920 Speaker 1: he was a really strong manager and he definitely had 253 00:14:10,920 --> 00:14:13,240 Speaker 1: a reputation for going toe to toe with Steve Jobs. 254 00:14:13,240 --> 00:14:15,040 Speaker 1: He was one of the few people who would stand 255 00:14:15,120 --> 00:14:17,960 Speaker 1: up to Steve Jobs and yell right back at him 256 00:14:18,040 --> 00:14:20,920 Speaker 1: and keep his job in the process. But a lot 257 00:14:20,960 --> 00:14:23,760 Speaker 1: of employees were asserting that Fidel was just he wasn't 258 00:14:23,800 --> 00:14:26,120 Speaker 1: in the trenches the way a lot of the engineers were. 259 00:14:26,840 --> 00:14:29,040 Speaker 1: Whether that's true or not is not for me to say. 260 00:14:29,200 --> 00:14:32,680 Speaker 1: I don't know, But there were definitely employees who resented 261 00:14:33,360 --> 00:14:36,640 Speaker 1: the credit that Fidel seemed to take for his role 262 00:14:36,720 --> 00:14:40,560 Speaker 1: in these operations, and they seemed to feel that it 263 00:14:40,640 --> 00:14:44,040 Speaker 1: wasn't entirely deserved. Now, Fidel's team did end up making 264 00:14:44,080 --> 00:14:47,920 Speaker 1: some working prototypes of their iPod based phone. They relied 265 00:14:48,000 --> 00:14:50,320 Speaker 1: on those click wheels I was talking about the click 266 00:14:50,320 --> 00:14:53,880 Speaker 1: wheels of the original iPod design, and the interface was 267 00:14:53,920 --> 00:14:57,200 Speaker 1: more than a little clunky, but they actually worked as phones. 268 00:14:57,320 --> 00:14:59,320 Speaker 1: They were able to make calls with each other. So 269 00:14:59,360 --> 00:15:02,520 Speaker 1: the very first phone calls made on an official but 270 00:15:02,720 --> 00:15:08,000 Speaker 1: unreleased piece of Apple hardware happened to be on those prototypes. Now, 271 00:15:08,040 --> 00:15:10,680 Speaker 1: those would never see the light of day as consumer products, 272 00:15:10,760 --> 00:15:15,880 Speaker 1: but they did actually work. But everyone, particularly Steve Jobs, 273 00:15:16,160 --> 00:15:20,080 Speaker 1: felt that they weren't the right product for the consumer market. 274 00:15:20,960 --> 00:15:23,960 Speaker 1: Some of that hardware would find its way onto the iPhone, though, 275 00:15:24,000 --> 00:15:26,280 Speaker 1: while the official iPhone would end up following the P 276 00:15:26,440 --> 00:15:30,240 Speaker 1: two design philosophy of adopting that Mac os into a 277 00:15:30,240 --> 00:15:34,200 Speaker 1: phone form factor, and and the actual use of it 278 00:15:34,200 --> 00:15:37,320 Speaker 1: would be more on the P two side, the hardware 279 00:15:37,400 --> 00:15:40,240 Speaker 1: that the phone was using to make calls came from 280 00:15:40,280 --> 00:15:45,120 Speaker 1: that P one group. The actual uh you know, radio 281 00:15:45,160 --> 00:15:49,080 Speaker 1: frequency chips that all came from P one. And so 282 00:15:49,080 --> 00:15:51,040 Speaker 1: while there were two competing teams with an Apple to 283 00:15:51,080 --> 00:15:54,160 Speaker 1: build a phone, ultimately both of them contributed to the 284 00:15:54,200 --> 00:15:57,600 Speaker 1: actual finished product. I've got a lot more to say 285 00:15:57,640 --> 00:16:01,160 Speaker 1: about this, but before I make another deep breath and 286 00:16:01,240 --> 00:16:03,800 Speaker 1: launch it to yet another tirade, let's take a quick 287 00:16:03,840 --> 00:16:13,280 Speaker 1: break to thank our sponsor. Meanwhile, you had the P 288 00:16:13,400 --> 00:16:15,600 Speaker 1: two team who were still struggling to create a scaled 289 00:16:15,720 --> 00:16:19,040 Speaker 1: down version of their approach. You know, they were running 290 00:16:19,040 --> 00:16:21,000 Speaker 1: everything off of Mac os is, and they needed our 291 00:16:21,080 --> 00:16:23,800 Speaker 1: actual Mac computers. They needed to create something that could 292 00:16:23,800 --> 00:16:26,920 Speaker 1: work in a phone size. They showed off their ideas 293 00:16:27,040 --> 00:16:29,040 Speaker 1: on the computers and then they had to figure out 294 00:16:29,080 --> 00:16:31,040 Speaker 1: how are they going to port that experience into a 295 00:16:31,080 --> 00:16:34,120 Speaker 1: handheld device, and this was a huge challenge. Now they 296 00:16:34,120 --> 00:16:36,760 Speaker 1: mostly focused on that and not the phone elements of 297 00:16:36,800 --> 00:16:38,720 Speaker 1: the device. Many on the P two side felt the 298 00:16:38,720 --> 00:16:40,920 Speaker 1: phone feature was more of an add on really, and 299 00:16:40,960 --> 00:16:43,080 Speaker 1: the interesting part of the challenge was creating a pocket 300 00:16:43,160 --> 00:16:46,760 Speaker 1: sized computer with a touch interface. The Fidel team was 301 00:16:46,880 --> 00:16:51,080 Speaker 1: using Lennox as its operating system, and this had limitations, 302 00:16:51,400 --> 00:16:54,200 Speaker 1: but it was really really fast to boot up. So 303 00:16:54,480 --> 00:16:58,160 Speaker 1: four stalls team was trying to adapt Mac os and 304 00:16:58,160 --> 00:17:00,160 Speaker 1: put it on a handheld device, and they found that 305 00:17:00,240 --> 00:17:03,680 Speaker 1: boot times were way longer, and that became a problem 306 00:17:03,720 --> 00:17:06,400 Speaker 1: because you want something that's gonna pop on pretty quickly, 307 00:17:07,080 --> 00:17:10,360 Speaker 1: and it became another area of focus. If the team 308 00:17:10,400 --> 00:17:12,720 Speaker 1: couldn't solve that problem, their project would be just as 309 00:17:12,720 --> 00:17:17,160 Speaker 1: doomed as those iPod phones were. Meanwhile, the hardware team 310 00:17:17,160 --> 00:17:19,680 Speaker 1: began looking at other elements to add into the phone 311 00:17:19,680 --> 00:17:22,159 Speaker 1: to give it more functionality, and that included things like 312 00:17:22,200 --> 00:17:25,720 Speaker 1: an accelerometer so it could detect changes in orientation, which 313 00:17:25,720 --> 00:17:28,760 Speaker 1: would allow the phone to switch between portrait and landscape modes. 314 00:17:29,160 --> 00:17:32,440 Speaker 1: Also included an infrared light sensor, which the phone would 315 00:17:32,520 --> 00:17:34,840 Speaker 1: use to detect when someone was lifting the phone to 316 00:17:34,880 --> 00:17:38,000 Speaker 1: their face. The goal here was to both conserve battery 317 00:17:38,040 --> 00:17:41,040 Speaker 1: life by dimming the screen whenever the phone came up 318 00:17:41,080 --> 00:17:43,560 Speaker 1: to your ear, and also cut down on the possibility 319 00:17:43,600 --> 00:17:45,879 Speaker 1: of an erroneous touch command. It would turn off the 320 00:17:45,920 --> 00:17:48,280 Speaker 1: touch screen because otherwise, if you put the phone up 321 00:17:48,280 --> 00:17:50,560 Speaker 1: to your face, you know your skin is gonna activate 322 00:17:50,600 --> 00:17:53,359 Speaker 1: that capacity of touch screen and you're gonna start putting 323 00:17:53,400 --> 00:17:56,360 Speaker 1: in weird commands left and right, and that's no good 324 00:17:56,400 --> 00:17:59,159 Speaker 1: if you want to have a working phone. Remember, a 325 00:17:59,200 --> 00:18:03,359 Speaker 1: capacity of touch screens rely upon changes in capacitance on 326 00:18:03,359 --> 00:18:07,800 Speaker 1: along that really changes in uh electric potential when you 327 00:18:07,840 --> 00:18:10,480 Speaker 1: get down to it across the screen and your points 328 00:18:10,480 --> 00:18:13,600 Speaker 1: of contact or what allow that to happen. So by 329 00:18:13,600 --> 00:18:16,040 Speaker 1: turning that off, you could actually put this up against 330 00:18:16,040 --> 00:18:20,280 Speaker 1: your face and not have it activate that early inference 331 00:18:20,280 --> 00:18:22,720 Speaker 1: sensor also had a problem detecting dark hair and skin, 332 00:18:22,800 --> 00:18:26,000 Speaker 1: which was a bit of a pr nightmare for Apple 333 00:18:26,040 --> 00:18:28,959 Speaker 1: back in the day. There's also an ambient light sensor 334 00:18:29,040 --> 00:18:33,000 Speaker 1: designed to guide the iPhone into dynamically changing screen brightness, 335 00:18:33,040 --> 00:18:35,600 Speaker 1: primarily again as a strategy to conserve battery life, will 336 00:18:35,640 --> 00:18:39,000 Speaker 1: also improving the user experience. Now, all of this work 337 00:18:39,119 --> 00:18:42,720 Speaker 1: continued for more than two years. The full development time 338 00:18:42,880 --> 00:18:46,080 Speaker 1: of the iPhone, generally speaking, was two and a half years. 339 00:18:46,160 --> 00:18:49,439 Speaker 1: It's two and a half years of people working practically 340 00:18:49,480 --> 00:18:53,920 Speaker 1: around the clock in full secrecy, not able to tell 341 00:18:54,000 --> 00:18:56,680 Speaker 1: anybody what they were working on. You know, they had 342 00:18:56,720 --> 00:18:58,840 Speaker 1: to agree to work on it without even knowing what 343 00:18:58,880 --> 00:19:02,200 Speaker 1: they were agreeing to, and then coming up with these 344 00:19:02,240 --> 00:19:07,000 Speaker 1: solutions to very tough challenges. Shrinking down the technology to 345 00:19:07,040 --> 00:19:11,159 Speaker 1: allow for multi touch touch screen ability, Creating the framework 346 00:19:11,240 --> 00:19:14,000 Speaker 1: to allow an operating system like mac os to work 347 00:19:14,040 --> 00:19:17,840 Speaker 1: on a handheld device, making sure that you design widgets 348 00:19:17,840 --> 00:19:21,760 Speaker 1: that are operable on that operating system. Creating the user 349 00:19:21,800 --> 00:19:27,480 Speaker 1: interface that is compelling and intuitive. All of these were 350 00:19:28,280 --> 00:19:33,400 Speaker 1: monumental challenges, and most of them, again from the software side, 351 00:19:33,440 --> 00:19:35,680 Speaker 1: came out of that P two group, with the P 352 00:19:35,880 --> 00:19:41,080 Speaker 1: one group providing very valuable hardware support. It was an 353 00:19:41,119 --> 00:19:45,399 Speaker 1: incredible time at Apple, and it's remarkable that the phone 354 00:19:45,480 --> 00:19:47,600 Speaker 1: was even able to emerge out of this. You think 355 00:19:47,640 --> 00:19:50,400 Speaker 1: about all of those challenges. If any of them had 356 00:19:50,440 --> 00:19:54,399 Speaker 1: been too difficult for the team, there's no iPhone. If 357 00:19:54,480 --> 00:19:59,440 Speaker 1: any group had dissolved because of these sorts of clashes 358 00:19:59,480 --> 00:20:01,919 Speaker 1: that were going with an Apple, there's no iPhone. If 359 00:20:01,960 --> 00:20:06,360 Speaker 1: Steve Jobs had lost confidence in this project, and there 360 00:20:06,359 --> 00:20:10,000 Speaker 1: were plenty of opportunities for that to happen, there's no iPhone. 361 00:20:10,800 --> 00:20:13,560 Speaker 1: So the fact that all of those pieces fell into place, 362 00:20:14,720 --> 00:20:22,800 Speaker 1: it's incredibly remarkable to me. So designs continued to be proposed, tested, tweaked, 363 00:20:22,880 --> 00:20:26,560 Speaker 1: or discarded, and the process was repeated over and over. 364 00:20:26,680 --> 00:20:31,800 Speaker 1: Secrecy remained over the entire team over time for stalls, 365 00:20:31,840 --> 00:20:34,080 Speaker 1: team was able to show that the Mac os pro 366 00:20:34,320 --> 00:20:37,359 Speaker 1: approach was viable, but it took a huge amount of 367 00:20:37,359 --> 00:20:40,280 Speaker 1: hard work to pull it all off, and eventually they 368 00:20:40,320 --> 00:20:43,720 Speaker 1: had it. They shrunk it down, they had a touchscreen interface, 369 00:20:43,760 --> 00:20:47,000 Speaker 1: they had the scale down but functional computer OS on 370 00:20:47,040 --> 00:20:51,159 Speaker 1: a handheld device, and they had cellular connectivity, all fitting 371 00:20:51,400 --> 00:20:54,600 Speaker 1: within the frame of an iPhone designed by Johnny I've 372 00:20:54,720 --> 00:20:59,400 Speaker 1: the actual appearance of the device itself, and as two 373 00:20:59,440 --> 00:21:03,520 Speaker 1: thousand seven approached, Apple prepared to unveil their super secret 374 00:21:03,600 --> 00:21:07,119 Speaker 1: project to the rest of the world. Now that unveiling 375 00:21:07,240 --> 00:21:10,560 Speaker 1: date when they announced the iPhone to the world was 376 00:21:10,720 --> 00:21:14,800 Speaker 1: January nine, two thousand seven, and it took place during 377 00:21:14,840 --> 00:21:19,199 Speaker 1: the now defunct Macworld event in San Francisco. Steve Jobs 378 00:21:19,200 --> 00:21:23,320 Speaker 1: took the stage with the goal of shocking the audience, 379 00:21:24,000 --> 00:21:27,679 Speaker 1: and you can watch this performance. There are plenty of 380 00:21:27,800 --> 00:21:31,479 Speaker 1: videos on YouTube that capture either part of or the 381 00:21:31,720 --> 00:21:36,080 Speaker 1: entirety of Steve Jobs presentation, and he was really coy 382 00:21:36,200 --> 00:21:39,439 Speaker 1: at first. He said that Apple had in the past 383 00:21:39,640 --> 00:21:44,680 Speaker 1: revolutionized technology a couple of different times. In he says, 384 00:21:45,040 --> 00:21:48,320 Speaker 1: they launched the Macintosh computer and that changed home computing 385 00:21:48,600 --> 00:21:51,600 Speaker 1: with the introduction developments like the graphic user interface and 386 00:21:51,640 --> 00:21:55,320 Speaker 1: the mouse, which I point out Apple did not invent. 387 00:21:56,680 --> 00:21:58,800 Speaker 1: The graphic user interface and the mouse were both in 388 00:21:58,920 --> 00:22:02,639 Speaker 1: use at the Xerox Park Research and Development Center years 389 00:22:02,680 --> 00:22:06,919 Speaker 1: before the Macintosh became a thing. But Apple was the 390 00:22:06,960 --> 00:22:10,959 Speaker 1: company that was able to introduce them successfully into the 391 00:22:10,960 --> 00:22:15,080 Speaker 1: consumer market. And really that's what matters is that they 392 00:22:15,119 --> 00:22:18,120 Speaker 1: were able to make it work as a consumer product. 393 00:22:18,800 --> 00:22:22,720 Speaker 1: Other people made it work first, like as an actually 394 00:22:22,720 --> 00:22:25,320 Speaker 1: technologically it could work, but Apple was the one that 395 00:22:25,359 --> 00:22:27,639 Speaker 1: could turn it into something you could sell to people. 396 00:22:29,119 --> 00:22:31,160 Speaker 1: Then Jobs went on to point out that in two 397 00:22:31,200 --> 00:22:34,159 Speaker 1: thousand one they launched the iPod and that marked another 398 00:22:34,200 --> 00:22:38,040 Speaker 1: technological revolution. And again Apple did not invent the MP 399 00:22:38,160 --> 00:22:41,760 Speaker 1: three player. They didn't even invent the portable MP three player, 400 00:22:42,680 --> 00:22:46,200 Speaker 1: but honestly, before the iPod came out, very few people 401 00:22:46,560 --> 00:22:50,119 Speaker 1: were using portable MP three players. In fact, more people 402 00:22:50,320 --> 00:22:53,320 Speaker 1: were burning MP three's two C D and then using 403 00:22:53,359 --> 00:22:57,600 Speaker 1: a portable CD player to listen to MP three's, which 404 00:22:57,840 --> 00:23:00,600 Speaker 1: was not the most efficient way of doing things. It 405 00:23:00,720 --> 00:23:03,560 Speaker 1: was iPod and the iTunes software suite that took the 406 00:23:03,600 --> 00:23:07,919 Speaker 1: world by storm, particularly once iTunes was Windows compatible, and 407 00:23:07,920 --> 00:23:11,240 Speaker 1: it ultimately caused the music industry to change. As a result, 408 00:23:11,560 --> 00:23:14,080 Speaker 1: Apple had become a global player in the music industry, 409 00:23:14,080 --> 00:23:16,680 Speaker 1: acting as the storefront for all the major record labels 410 00:23:16,680 --> 00:23:19,240 Speaker 1: and attracting a new user base and a new form 411 00:23:19,280 --> 00:23:22,440 Speaker 1: of revenue. Job said that he was ready to unveil 412 00:23:22,560 --> 00:23:27,840 Speaker 1: three products at that Macworld that would also revolutionized technology. 413 00:23:27,960 --> 00:23:31,560 Speaker 1: The first was a wide screen iPod with touch interface, 414 00:23:31,680 --> 00:23:35,520 Speaker 1: which the crowd said yea. The second was a phone, 415 00:23:35,800 --> 00:23:39,159 Speaker 1: and the crowd went bananas. And the third was an 416 00:23:39,200 --> 00:23:43,359 Speaker 1: Internet communications device, and the crowd went mild. But then 417 00:23:43,440 --> 00:23:46,800 Speaker 1: he repeated those three things a few times, you know, 418 00:23:47,240 --> 00:23:51,840 Speaker 1: wide screen iPod, a phone, and the Internet communications device. 419 00:23:51,880 --> 00:23:54,360 Speaker 1: He does this two or three times, scrolling through those 420 00:23:54,560 --> 00:23:56,960 Speaker 1: icons very quickly, and he was teasing the audience, and 421 00:23:56,960 --> 00:23:58,800 Speaker 1: they started to pick up on it, and then they 422 00:23:58,800 --> 00:24:02,840 Speaker 1: started applauding, and Job says, get it. And of course 423 00:24:03,440 --> 00:24:06,400 Speaker 1: he was talking about one single device that was all 424 00:24:06,600 --> 00:24:08,879 Speaker 1: three of those things at the same time. It was 425 00:24:08,920 --> 00:24:13,480 Speaker 1: an Apple phone that incorporated iPod capabilities and Internet capabilities 426 00:24:13,880 --> 00:24:17,200 Speaker 1: all in one, and that really got the crowd going. 427 00:24:17,600 --> 00:24:21,159 Speaker 1: Then Jobs poked the audience again and he said, here's 428 00:24:21,160 --> 00:24:23,199 Speaker 1: what it looks like, and he showed an image that 429 00:24:23,240 --> 00:24:25,359 Speaker 1: he claimed was the iPhone, but it was a joke. 430 00:24:25,760 --> 00:24:29,920 Speaker 1: There was a photoshopped iPod with a rotary dial instead 431 00:24:29,960 --> 00:24:33,200 Speaker 1: of the click wheel, and it had a monochromatic screen 432 00:24:33,320 --> 00:24:36,479 Speaker 1: with the iPod classic style of it, and contacts were 433 00:24:36,520 --> 00:24:39,320 Speaker 1: listed on it the way you would have song titles 434 00:24:39,320 --> 00:24:41,920 Speaker 1: listed on a classic iPod. And this got a big laugh. 435 00:24:42,200 --> 00:24:45,840 Speaker 1: But perhaps the really funny thing is that that could 436 00:24:45,880 --> 00:24:50,359 Speaker 1: have been the iPhone. Tony Fadell's team was essentially working 437 00:24:50,400 --> 00:24:53,480 Speaker 1: on that exact same idea. I mean, it wasn't gonna 438 00:24:53,480 --> 00:24:57,920 Speaker 1: look precisely like that, but that was the basis for 439 00:24:58,160 --> 00:25:02,320 Speaker 1: the iPod version of the iPhone, and here it was 440 00:25:02,440 --> 00:25:06,040 Speaker 1: being used in a keynote presentation as a joke. So 441 00:25:06,080 --> 00:25:07,480 Speaker 1: I think that was a bit of a disk to 442 00:25:07,520 --> 00:25:10,119 Speaker 1: Fidel and a little bit of a nod to Forestall 443 00:25:10,160 --> 00:25:12,160 Speaker 1: on his team as far as the strategies go, kind 444 00:25:12,160 --> 00:25:14,719 Speaker 1: of saying to P two, like you guys had it right. 445 00:25:14,840 --> 00:25:18,720 Speaker 1: P one was that was whackadoodle crazy, just wasn't gonna work. 446 00:25:18,880 --> 00:25:21,440 Speaker 1: That's how I interpret it. I have no idea how 447 00:25:21,480 --> 00:25:24,679 Speaker 1: anyone connected to the projects interpreted it at the time, 448 00:25:25,160 --> 00:25:27,920 Speaker 1: but Steve Jobs spent more than an hour going through 449 00:25:27,960 --> 00:25:30,639 Speaker 1: the phone's features in front of an appreciative audience, and 450 00:25:30,680 --> 00:25:32,639 Speaker 1: as soon as he had said the word phone, he 451 00:25:32,720 --> 00:25:35,080 Speaker 1: had them eating out of his hand. I encourage you 452 00:25:35,119 --> 00:25:37,520 Speaker 1: to watch that presentation. Like I said, it's available on 453 00:25:37,560 --> 00:25:39,800 Speaker 1: YouTube and you can listen to the crowd's response. Once 454 00:25:39,920 --> 00:25:45,080 Speaker 1: Jobs says the word phone, they really do go completely bonkers. Now, 455 00:25:45,080 --> 00:25:48,600 Speaker 1: before showing off what the iPhone really looked like, Jobs 456 00:25:48,600 --> 00:25:51,040 Speaker 1: spent some time talking about the state of the art 457 00:25:51,080 --> 00:25:54,840 Speaker 1: and smartphones as it stood in two thousand seven. Now, 458 00:25:54,920 --> 00:25:57,520 Speaker 1: keep in mind, smartphones in two thousand seven, we're not 459 00:25:57,720 --> 00:26:02,600 Speaker 1: really a consumer device. They were mostly reserved for again executives. 460 00:26:02,640 --> 00:26:05,119 Speaker 1: So like the Blackberries, anyone who was a CEO had 461 00:26:05,119 --> 00:26:08,159 Speaker 1: a BlackBerry because it was a convenient device where you 462 00:26:08,160 --> 00:26:11,720 Speaker 1: could get email, communication and other types of communication that 463 00:26:11,880 --> 00:26:14,920 Speaker 1: used secure servers, so you were pretty sure that your 464 00:26:15,080 --> 00:26:18,200 Speaker 1: communications would remain private. They weren't going to get hacked 465 00:26:18,200 --> 00:26:20,840 Speaker 1: out there. So it was a popular device. And then 466 00:26:20,880 --> 00:26:23,879 Speaker 1: you had some bleeding edge technology folks, people who had 467 00:26:23,880 --> 00:26:26,480 Speaker 1: a lot of disposable income, who would buy anything that 468 00:26:26,760 --> 00:26:30,119 Speaker 1: was really cool and technological in their eyes. But for 469 00:26:30,200 --> 00:26:34,359 Speaker 1: your average person, smartphones just weren't a thing. And Jobs 470 00:26:34,440 --> 00:26:37,120 Speaker 1: was taking them to task and explaining why they were 471 00:26:37,160 --> 00:26:41,080 Speaker 1: not really good consumer devices. He criticized the fact that 472 00:26:41,119 --> 00:26:43,359 Speaker 1: they had physical keyboards. He said that that was a 473 00:26:43,359 --> 00:26:47,359 Speaker 1: big thing. He took up of the landscape on the 474 00:26:47,400 --> 00:26:49,280 Speaker 1: front of the phone. That was just a number. He 475 00:26:49,320 --> 00:26:53,159 Speaker 1: threw out in some cases, maybe more than some cases, 476 00:26:53,200 --> 00:26:56,600 Speaker 1: maybe a little less, but it did take up landscape 477 00:26:56,800 --> 00:26:59,480 Speaker 1: on the front of the phones. And he said, the 478 00:26:59,480 --> 00:27:01,479 Speaker 1: problem is the buttons are there whether you need them 479 00:27:01,560 --> 00:27:04,680 Speaker 1: or not. Sometimes you don't need the buttons, but they're 480 00:27:04,720 --> 00:27:07,320 Speaker 1: still there because it's part of the physical format of 481 00:27:07,359 --> 00:27:09,640 Speaker 1: the phone. You can't get rid of them. He also 482 00:27:09,680 --> 00:27:12,919 Speaker 1: pointed out that the physical keyboard represents a fixed interface 483 00:27:13,000 --> 00:27:15,800 Speaker 1: you couldn't tweak it or add to that interface. Once 484 00:27:15,800 --> 00:27:20,480 Speaker 1: you manufactured the phones, they were set. You couldn't add 485 00:27:20,520 --> 00:27:23,200 Speaker 1: a button or change a button the tracking device, whether 486 00:27:23,240 --> 00:27:26,320 Speaker 1: it was a rollerball or buttons or whatever it might be, 487 00:27:26,680 --> 00:27:30,240 Speaker 1: it can't morph into anything else. And so you're forcing 488 00:27:30,280 --> 00:27:34,320 Speaker 1: app developers and software developers to create stuff that works 489 00:27:34,359 --> 00:27:38,680 Speaker 1: to the physical format of the device, not something that's adaptable. 490 00:27:39,520 --> 00:27:41,960 Speaker 1: And that's how he justified and sold the audience on 491 00:27:42,040 --> 00:27:47,240 Speaker 1: a touch screen only interface, because now you would have 492 00:27:47,640 --> 00:27:50,840 Speaker 1: all the buttons displayed on a screen. The iPhone would 493 00:27:50,880 --> 00:27:54,320 Speaker 1: only have virtual buttons. They can change into whatever you 494 00:27:54,359 --> 00:27:57,520 Speaker 1: need based upon whatever function you're trying to execute, which 495 00:27:57,520 --> 00:28:01,360 Speaker 1: it means it has an instant and in finite customization 496 00:28:01,480 --> 00:28:04,320 Speaker 1: in a non fixed format. The only static button on 497 00:28:04,359 --> 00:28:07,520 Speaker 1: the face of that original iPhone was the home button, 498 00:28:08,080 --> 00:28:10,120 Speaker 1: at least on the face of it. There were other 499 00:28:10,119 --> 00:28:13,119 Speaker 1: physical buttons, including the volume up and down and the 500 00:28:13,200 --> 00:28:15,800 Speaker 1: power buttons, but those were on the side of the device, 501 00:28:15,840 --> 00:28:19,200 Speaker 1: not on the face of the device. And Jobs also 502 00:28:19,280 --> 00:28:23,080 Speaker 1: dismissed the concept of using a stylus as an interface device, 503 00:28:23,400 --> 00:28:26,280 Speaker 1: which would kind of come back and haunt the company 504 00:28:26,359 --> 00:28:29,480 Speaker 1: when the a later version of the iPad would come 505 00:28:29,480 --> 00:28:34,240 Speaker 1: out with the stylist device for it, but Job said that, 506 00:28:34,960 --> 00:28:38,000 Speaker 1: you know, the stylist is irritating. He teased the audience 507 00:28:38,440 --> 00:28:41,240 Speaker 1: into thinking that perhaps the iPhone would launch with the stylist, 508 00:28:41,240 --> 00:28:43,040 Speaker 1: but then he said, now you don't really want that 509 00:28:43,080 --> 00:28:44,480 Speaker 1: because you have to take it out, you have to 510 00:28:44,480 --> 00:28:47,040 Speaker 1: put it back. It's really easy to lose it. And 511 00:28:47,080 --> 00:28:48,680 Speaker 1: so he decided that they would just go with a 512 00:28:48,720 --> 00:28:53,520 Speaker 1: touchscreen interface that would just use your fingers. Now. He 513 00:28:53,640 --> 00:28:56,920 Speaker 1: also went on to say that smartphones, the ones that 514 00:28:57,000 --> 00:28:59,840 Speaker 1: preceded the iPhone, were not that great at what they 515 00:28:59,840 --> 00:29:02,160 Speaker 1: were supposed to do. He said, you know, you get 516 00:29:02,160 --> 00:29:04,520 Speaker 1: a smartphone not just to make calls, but to browse 517 00:29:04,560 --> 00:29:08,400 Speaker 1: the web, to respond to emails, maybe look at photos, 518 00:29:08,440 --> 00:29:11,240 Speaker 1: that kind of thing. And he said that smartphones just 519 00:29:11,440 --> 00:29:14,960 Speaker 1: weren't very good at that, not the ones before the iPhone. 520 00:29:15,400 --> 00:29:19,480 Speaker 1: He said, you could view phones along two axes. Along 521 00:29:19,520 --> 00:29:23,040 Speaker 1: one axis is or access, I should say, is how 522 00:29:23,120 --> 00:29:26,680 Speaker 1: smart the phone is. Along the other axis is how 523 00:29:26,720 --> 00:29:29,000 Speaker 1: easy is it to use? And he argued, you know, 524 00:29:29,080 --> 00:29:31,920 Speaker 1: cellphones are dumb, so they they're on the bottom of 525 00:29:31,960 --> 00:29:34,960 Speaker 1: that axis, they're they're dumb. They're not smart, but they're 526 00:29:34,960 --> 00:29:36,960 Speaker 1: about the middle of the road as far as ease 527 00:29:37,000 --> 00:29:41,160 Speaker 1: of use goes. He doesn't provide any arguments to really 528 00:29:41,200 --> 00:29:43,959 Speaker 1: support this and say why the cell phone is perhaps 529 00:29:44,040 --> 00:29:46,960 Speaker 1: harder to use than say an iPhone, but you know, 530 00:29:47,040 --> 00:29:50,160 Speaker 1: he he establishes, or at least he asserts that cell 531 00:29:50,160 --> 00:29:53,400 Speaker 1: phones are kind of right in the medium of ease 532 00:29:53,440 --> 00:29:57,080 Speaker 1: of use. And then he said, smartphones are kind of smart, 533 00:29:57,520 --> 00:30:00,040 Speaker 1: but they are limited in that smartness. They aren't a 534 00:30:00,000 --> 00:30:02,040 Speaker 1: will to do everything that you would want them to 535 00:30:02,040 --> 00:30:05,080 Speaker 1: be able to do, and they are also really difficult 536 00:30:05,080 --> 00:30:08,800 Speaker 1: to use. They're not intuitive, they're not easy for people 537 00:30:08,840 --> 00:30:12,560 Speaker 1: to just pick up and understand. But the iPhone, he says, 538 00:30:12,920 --> 00:30:16,600 Speaker 1: it's very smart and very easy to use, and then 539 00:30:16,640 --> 00:30:19,600 Speaker 1: he would go on to explain why. But before I 540 00:30:19,640 --> 00:30:23,040 Speaker 1: talk about that, let's take another quick break to thank 541 00:30:23,040 --> 00:30:31,720 Speaker 1: our sponsor. So one of the features Jobs talked about 542 00:30:31,800 --> 00:30:34,080 Speaker 1: in that presentation was one that I think a lot 543 00:30:34,080 --> 00:30:36,560 Speaker 1: of people forget about these days because it's no longer 544 00:30:36,600 --> 00:30:40,320 Speaker 1: a necessary step. But in that original iPhone, you had 545 00:30:40,360 --> 00:30:42,760 Speaker 1: to do something that you used to do with iPods 546 00:30:42,800 --> 00:30:44,560 Speaker 1: as well, which is that you had to sink them 547 00:30:44,600 --> 00:30:47,840 Speaker 1: with a computer that was running iTunes. There was no 548 00:30:48,000 --> 00:30:51,720 Speaker 1: sinking over the air. You had to actually connect it 549 00:30:51,760 --> 00:30:55,160 Speaker 1: to a computer. So you would use iTunes to load 550 00:30:55,240 --> 00:30:59,280 Speaker 1: in things like your contacts and your photos and then 551 00:30:59,280 --> 00:31:02,120 Speaker 1: you could in them over to your phone. But you 552 00:31:02,160 --> 00:31:05,000 Speaker 1: couldn't just do that over the air, so you had 553 00:31:05,040 --> 00:31:07,640 Speaker 1: to actually put it in a docking station connected to 554 00:31:07,680 --> 00:31:10,280 Speaker 1: your computer and then you could have the connection between 555 00:31:10,280 --> 00:31:13,360 Speaker 1: the two. Uh, this would allow you to also sink 556 00:31:13,400 --> 00:31:17,280 Speaker 1: things like emails and your calendar and that sort of stuff. Now, 557 00:31:17,280 --> 00:31:19,920 Speaker 1: Steve Jobs went through and started showing off lots of 558 00:31:20,000 --> 00:31:22,960 Speaker 1: features on the phone, mostly to the delight of the crowd. 559 00:31:22,960 --> 00:31:25,880 Speaker 1: There are a few that kind of nothing, nothing fell 560 00:31:25,920 --> 00:31:28,160 Speaker 1: completely flat. But there were a few that only had, 561 00:31:28,200 --> 00:31:32,000 Speaker 1: like you know, a small amount of appreciation shown by 562 00:31:32,040 --> 00:31:33,880 Speaker 1: the crowd, But a lot of them got some pretty 563 00:31:33,880 --> 00:31:36,880 Speaker 1: sizable response. For example, one of the ones that got 564 00:31:36,920 --> 00:31:42,200 Speaker 1: a big response was the resize feature of images that 565 00:31:42,240 --> 00:31:46,000 Speaker 1: whole pinch and to zoom, although you're not really pinching 566 00:31:46,040 --> 00:31:48,840 Speaker 1: to zoom, you're pinching to shrink. But the pinch to 567 00:31:48,960 --> 00:31:53,840 Speaker 1: re size photos that gesture got a big reaction. Because 568 00:31:53,920 --> 00:31:56,560 Speaker 1: multi touch was not really something that had found its 569 00:31:56,600 --> 00:31:59,360 Speaker 1: way into a lot of consumer technology at this point. 570 00:32:00,120 --> 00:32:02,280 Speaker 1: So to see a phone where you could use two 571 00:32:02,360 --> 00:32:05,520 Speaker 1: fingers on the phone simultaneously and use a gesture to 572 00:32:05,560 --> 00:32:09,840 Speaker 1: make a meaningful command happen, it was a big deal. 573 00:32:10,400 --> 00:32:14,120 Speaker 1: And so seeing this simple gesture of resizing an image 574 00:32:14,120 --> 00:32:17,520 Speaker 1: by moving your fingers apart or bringing them together got 575 00:32:17,520 --> 00:32:21,560 Speaker 1: a big reaction from the crowd. He also showed off 576 00:32:21,640 --> 00:32:24,800 Speaker 1: the fact that you could turn the phone ninety degrees 577 00:32:24,880 --> 00:32:27,320 Speaker 1: and change it from portrait to landscape, and that the 578 00:32:27,360 --> 00:32:31,360 Speaker 1: phone would detect that and make that change automatically. He 579 00:32:31,480 --> 00:32:35,200 Speaker 1: showed off the iPod features because again this was a 580 00:32:35,240 --> 00:32:38,480 Speaker 1: big thing when the iPhone first launched. The iPod was 581 00:32:38,520 --> 00:32:43,680 Speaker 1: one of those really important cornerstones of the iPhones abilities. 582 00:32:44,120 --> 00:32:46,600 Speaker 1: Now today we think of all the different apps that 583 00:32:46,720 --> 00:32:48,760 Speaker 1: you can get on the iPhone, but this is before 584 00:32:48,840 --> 00:32:51,840 Speaker 1: the app store had been created. The app store would 585 00:32:51,880 --> 00:32:54,960 Speaker 1: not be a thing for another year. So the iPod 586 00:32:55,040 --> 00:32:59,440 Speaker 1: was one of the really big features that Steve Jobs 587 00:32:59,440 --> 00:33:02,760 Speaker 1: had to push when the iPhone first launched. So he 588 00:33:02,840 --> 00:33:05,480 Speaker 1: showed off things like cover flow, the fact that your 589 00:33:05,520 --> 00:33:10,680 Speaker 1: phone could actually show all those cover albums. You could 590 00:33:10,960 --> 00:33:13,240 Speaker 1: zoom through it just like you could on the iTunes 591 00:33:13,320 --> 00:33:16,480 Speaker 1: application on your Mac, but now it was on your phone. 592 00:33:16,840 --> 00:33:19,440 Speaker 1: This is before it was available on things like the 593 00:33:19,520 --> 00:33:23,920 Speaker 1: iPod line. And he even played some music during that presentation, 594 00:33:24,120 --> 00:33:27,160 Speaker 1: including some songs by the Beatles, by Green Day, by 595 00:33:27,200 --> 00:33:29,880 Speaker 1: Bob Dylan, and by my favorite of all the ones 596 00:33:29,960 --> 00:33:34,480 Speaker 1: he chose, the Talking Heads. Good choice, Deep Jobs. I 597 00:33:34,640 --> 00:33:40,120 Speaker 1: also really like the talking Heads now. He also showed 598 00:33:40,320 --> 00:33:43,600 Speaker 1: how you can make calls with the iPhone, arguably a 599 00:33:43,680 --> 00:33:47,320 Speaker 1: very important feature in something called a phone, but he 600 00:33:47,400 --> 00:33:51,440 Speaker 1: showed that the the the contact list was easy to navigate, 601 00:33:51,520 --> 00:33:54,880 Speaker 1: easy for you to activate a phone call. It also 602 00:33:55,120 --> 00:33:59,560 Speaker 1: showed off that the iPhone had contextual recognition of phone numbers. 603 00:33:59,640 --> 00:34:01,880 Speaker 1: He had been they would show off at Google Maps, 604 00:34:02,320 --> 00:34:05,800 Speaker 1: which was one of the more important launch partners with 605 00:34:05,920 --> 00:34:09,000 Speaker 1: the iPhone. He even had Eric Schmidt of Google at 606 00:34:09,000 --> 00:34:13,120 Speaker 1: the time come out and talk about Google's involvement with 607 00:34:13,520 --> 00:34:15,920 Speaker 1: partnering with Apple on this. He also had Yahoo come 608 00:34:15,920 --> 00:34:19,759 Speaker 1: out because Yahoo was doing a really important push notification 609 00:34:20,600 --> 00:34:25,760 Speaker 1: initiative with Apple when the iPhone launched, and in Google Maps, 610 00:34:26,160 --> 00:34:30,719 Speaker 1: Steve Jobs showed off a function where he pulled up 611 00:34:30,719 --> 00:34:33,880 Speaker 1: the Moscony Center, which is where the event was taking 612 00:34:33,920 --> 00:34:37,560 Speaker 1: place and did a search for Starbucks, and it populated 613 00:34:37,600 --> 00:34:39,360 Speaker 1: the map with Starbucks that were in the area, and 614 00:34:39,360 --> 00:34:41,920 Speaker 1: he clicked on one and the phone number was included 615 00:34:41,960 --> 00:34:43,440 Speaker 1: and he was able to make a call to that 616 00:34:43,520 --> 00:34:46,840 Speaker 1: Starbucks right away, where then he asked for three thousand 617 00:34:46,920 --> 00:34:49,960 Speaker 1: lattes and then said sorry, wrong number and hung up 618 00:34:49,960 --> 00:34:52,759 Speaker 1: on them. And it was an actual Starbucks employee, and 619 00:34:52,840 --> 00:34:55,600 Speaker 1: it was both hilarious and I kind of wonder what 620 00:34:55,760 --> 00:34:59,520 Speaker 1: that employe's day was like, Like, did they eventually find 621 00:34:59,520 --> 00:35:01,560 Speaker 1: out that you were the one who talked to Steve 622 00:35:01,640 --> 00:35:06,600 Speaker 1: Jobs who was demonstrating the iPhones calling ability publicly for 623 00:35:06,640 --> 00:35:10,040 Speaker 1: the first time ever? That person is now a part 624 00:35:10,120 --> 00:35:11,800 Speaker 1: of history and we don't even know their name, or 625 00:35:11,800 --> 00:35:14,360 Speaker 1: at least I don't. I'm sure someone does. I actually 626 00:35:14,440 --> 00:35:16,960 Speaker 1: didn't think to research that when I was looking this up, 627 00:35:17,080 --> 00:35:19,239 Speaker 1: so I say it very cavalier like when I say, 628 00:35:19,400 --> 00:35:22,640 Speaker 1: and we don't even know her name. Uh. But that's 629 00:35:22,680 --> 00:35:25,320 Speaker 1: partly because I didn't look it up. That's my bad, guys, 630 00:35:25,320 --> 00:35:27,319 Speaker 1: that's on me. Let's tell you on me. But he 631 00:35:27,360 --> 00:35:31,000 Speaker 1: also showed other integrations of widgets, including like the weather widget, 632 00:35:31,040 --> 00:35:34,080 Speaker 1: a stocks in it uh widget, and when he pulled 633 00:35:34,080 --> 00:35:36,640 Speaker 1: out the stocks. Apple stock happened to be up while 634 00:35:36,680 --> 00:35:39,560 Speaker 1: other tech stocks were down, so that led to some 635 00:35:39,640 --> 00:35:42,480 Speaker 1: witty banter with the audience. And again this was all 636 00:35:42,520 --> 00:35:44,720 Speaker 1: before the App Store, so there were only a few 637 00:35:44,920 --> 00:35:48,440 Speaker 1: apps that were actually packaged with the iPhone or widgets 638 00:35:48,480 --> 00:35:53,120 Speaker 1: as they were calling them. Meanwhile, backstage, while Steve Jobs 639 00:35:53,160 --> 00:35:56,440 Speaker 1: is up on stage presenting to the crowd, backstage you 640 00:35:56,560 --> 00:36:01,040 Speaker 1: had the various departments and teams who were responsible for 641 00:36:01,080 --> 00:36:03,799 Speaker 1: all of these different features, from the interface to the 642 00:36:04,040 --> 00:36:11,000 Speaker 1: widget implementation to phone calls. Every single team had representatives backstage, 643 00:36:11,040 --> 00:36:15,520 Speaker 1: and they were all flipping out. They were all so 644 00:36:15,719 --> 00:36:20,680 Speaker 1: on edge, so stressed out because they were all nervous 645 00:36:21,080 --> 00:36:23,919 Speaker 1: about any sort of glitches or crashes that could happen, 646 00:36:23,960 --> 00:36:28,360 Speaker 1: and partly because during the development process they kept running 647 00:36:28,360 --> 00:36:30,759 Speaker 1: into stability issues. I mean, they were all working on 648 00:36:30,840 --> 00:36:33,680 Speaker 1: individual elements, and then when you bring all those elements together, 649 00:36:34,080 --> 00:36:38,360 Speaker 1: then often that creates stability problems because as one group 650 00:36:38,440 --> 00:36:41,600 Speaker 1: is really focused on their part of the overall picture, 651 00:36:42,000 --> 00:36:45,319 Speaker 1: they don't necessarily know how their features are going to 652 00:36:45,400 --> 00:36:50,759 Speaker 1: impact other really important elements of that same product. So 653 00:36:50,800 --> 00:36:54,280 Speaker 1: if you've got different divisions working on very important features 654 00:36:54,320 --> 00:36:56,640 Speaker 1: within the same product, and then you put them all together, 655 00:36:56,800 --> 00:37:00,440 Speaker 1: you're gonna find some stuff that doesn't work together so well. 656 00:37:00,960 --> 00:37:03,040 Speaker 1: And it meant that there was a lot of q 657 00:37:03,200 --> 00:37:08,319 Speaker 1: A work to correct that. And actually on stage it 658 00:37:08,360 --> 00:37:12,000 Speaker 1: turned out Steve Jobs was using lots of different phones. 659 00:37:12,200 --> 00:37:15,160 Speaker 1: He wasn't using just one phone to show all this off. 660 00:37:15,200 --> 00:37:19,000 Speaker 1: It looked like he was, but the phone the phones 661 00:37:19,480 --> 00:37:22,960 Speaker 1: were sitting on a lectern at one end of the 662 00:37:23,000 --> 00:37:25,799 Speaker 1: stage and the electron was turned at an angle so 663 00:37:25,840 --> 00:37:28,920 Speaker 1: that you could not see that there were multiple phones 664 00:37:29,200 --> 00:37:32,239 Speaker 1: on the lectern. And Steve Jobs was following a very 665 00:37:32,280 --> 00:37:36,200 Speaker 1: specific script and it meant picking up particular phones to 666 00:37:36,280 --> 00:37:39,160 Speaker 1: show off particular features. And after he was done showing 667 00:37:39,160 --> 00:37:41,400 Speaker 1: off the feature, he would set the phone down. He 668 00:37:41,440 --> 00:37:44,200 Speaker 1: would go back out to center stage, show a couple 669 00:37:44,239 --> 00:37:46,600 Speaker 1: of slides, talk a little bit more before going on 670 00:37:46,680 --> 00:37:49,640 Speaker 1: to the next feature to show another demo where he 671 00:37:49,680 --> 00:37:52,239 Speaker 1: would pick up the next phone. And each phone had 672 00:37:52,239 --> 00:37:54,960 Speaker 1: been queued up for its specific feature so that it 673 00:37:55,000 --> 00:37:59,440 Speaker 1: would minimize the possibility of the phone crashing because of 674 00:37:59,480 --> 00:38:03,680 Speaker 1: some had ability issue between these various features. So it's 675 00:38:03,680 --> 00:38:06,759 Speaker 1: a little sneaky. There's a little shell game going on 676 00:38:07,160 --> 00:38:10,719 Speaker 1: with him showing off different phones, but they wanted to 677 00:38:10,760 --> 00:38:16,000 Speaker 1: guarantee as best they could an excellent demonstration. They were 678 00:38:16,040 --> 00:38:20,720 Speaker 1: so concerned with the perception of this brand new device, 679 00:38:20,800 --> 00:38:27,200 Speaker 1: and they were positioning themselves as a Maverick company redefining 680 00:38:27,239 --> 00:38:29,759 Speaker 1: the phone space, so they couldn't really afford to have 681 00:38:29,800 --> 00:38:33,719 Speaker 1: a disaster happen on stage. And trust me, those kind 682 00:38:33,719 --> 00:38:36,760 Speaker 1: of disasters happen all the time in these product demonstrations. 683 00:38:37,680 --> 00:38:40,680 Speaker 1: So backstage you have these teams. They're all flipping out. 684 00:38:40,880 --> 00:38:44,240 Speaker 1: They're watching very carefully. They're all hoping that Steve remembers 685 00:38:44,280 --> 00:38:46,640 Speaker 1: to pick up the correct phone to show off each 686 00:38:46,719 --> 00:38:50,160 Speaker 1: individual demo. They really hope he doesn't put the phones 687 00:38:50,280 --> 00:38:52,279 Speaker 1: down in the wrong order so that he doesn't know 688 00:38:52,320 --> 00:38:54,640 Speaker 1: which one to pick up for the next bit. They're 689 00:38:54,640 --> 00:38:57,399 Speaker 1: all concerned about this, and so to to let off 690 00:38:57,440 --> 00:39:01,240 Speaker 1: some steam, the team leaders decide it upon a drinking game, 691 00:39:01,719 --> 00:39:04,400 Speaker 1: and the rules of the drinking game were this, whenever 692 00:39:04,440 --> 00:39:08,200 Speaker 1: Steve Jobs would talk about a piece of the iPhone 693 00:39:08,239 --> 00:39:11,120 Speaker 1: that your team was in charge of, you took a shot. 694 00:39:11,840 --> 00:39:15,120 Speaker 1: Some of those team leaders oversaw multiple departments and they 695 00:39:15,200 --> 00:39:18,560 Speaker 1: got what I like to call totes tore up y'all. 696 00:39:19,880 --> 00:39:24,480 Speaker 1: They were seeing little iPhones dancing around their heads by 697 00:39:24,520 --> 00:39:28,560 Speaker 1: the end of that presentation. Some of them were pretty 698 00:39:28,840 --> 00:39:32,160 Speaker 1: deep in their cups by the end. Now, the demo 699 00:39:32,600 --> 00:39:36,480 Speaker 1: actually ended with Jobs showing off multiple functions in one demonstration, 700 00:39:36,840 --> 00:39:39,359 Speaker 1: so this was really the moment where it all could 701 00:39:39,360 --> 00:39:42,279 Speaker 1: have fallen apart. He was using the music app to 702 00:39:42,280 --> 00:39:44,080 Speaker 1: play music and then he makes a phone call and 703 00:39:44,120 --> 00:39:46,319 Speaker 1: it pauses the music, and he just wanted to make 704 00:39:46,360 --> 00:39:48,880 Speaker 1: sure that all of these different features were going to 705 00:39:48,920 --> 00:39:54,680 Speaker 1: be demonstrated as seamless, and everyone backstage was just holding 706 00:39:54,719 --> 00:39:57,319 Speaker 1: their breath the whole time. But it worked and the 707 00:39:57,400 --> 00:40:01,400 Speaker 1: crowd loved it. According to the t SAM, this was 708 00:40:01,440 --> 00:40:03,920 Speaker 1: the first time they ever saw all those features working 709 00:40:03,920 --> 00:40:08,959 Speaker 1: together without the system crashing, which is crazy to see 710 00:40:09,000 --> 00:40:14,960 Speaker 1: the first success in a public demonstration. That is beyond insane. 711 00:40:15,880 --> 00:40:19,880 Speaker 1: You don't do that typically. You make absolutely certain that 712 00:40:19,920 --> 00:40:22,640 Speaker 1: you give every chance of success before you go out 713 00:40:22,680 --> 00:40:25,200 Speaker 1: there and show it off in public. But it worked, 714 00:40:25,800 --> 00:40:29,279 Speaker 1: so it paid off. In one demo, Jobs showed off 715 00:40:29,280 --> 00:40:32,160 Speaker 1: the delete function and contacts and he swiped on the 716 00:40:32,160 --> 00:40:36,000 Speaker 1: contact to knock it away. And this was an interesting 717 00:40:36,040 --> 00:40:40,760 Speaker 1: moment because the contact he swiped to delete was Tony 718 00:40:40,800 --> 00:40:44,640 Speaker 1: Baloney Fidel, which might have been foreshadowing, as Fidel was 719 00:40:44,680 --> 00:40:46,719 Speaker 1: kind of on his way out of the company. Now, 720 00:40:46,840 --> 00:40:49,399 Speaker 1: don't go crying for a good old Tony. He did 721 00:40:49,560 --> 00:40:52,360 Speaker 1: just fine. Tony Fidel would go on to found another 722 00:40:52,440 --> 00:40:57,000 Speaker 1: little company called Nest, the smart thermostatic company, which Google 723 00:40:57,080 --> 00:41:00,560 Speaker 1: eventually acquired. Oh and Google, by the way, only had 724 00:41:00,640 --> 00:41:03,960 Speaker 1: a role to play in the iPhone launch. Not only 725 00:41:04,000 --> 00:41:08,040 Speaker 1: the Google end up acquiring Tony Fidel's company, Nest, Google 726 00:41:08,080 --> 00:41:11,600 Speaker 1: also would eventually acquire Motorola. Remember that was the company 727 00:41:11,640 --> 00:41:14,440 Speaker 1: that Apple had thought about acquiring back in two thousand 728 00:41:14,480 --> 00:41:18,160 Speaker 1: three and then decided against it. Google actually did buy them, 729 00:41:18,320 --> 00:41:20,759 Speaker 1: or at least part of the Motorola company, not that 730 00:41:20,840 --> 00:41:25,720 Speaker 1: it went very far. Google will eventually acquire everything, it seems, 731 00:41:25,960 --> 00:41:30,000 Speaker 1: particularly now that it's alphabet now. The iPhone would not 732 00:41:30,120 --> 00:41:34,280 Speaker 1: go on sale until June twenty nine, six months later, 733 00:41:34,920 --> 00:41:37,160 Speaker 1: with a T and T as the partnered carrier in 734 00:41:37,200 --> 00:41:41,000 Speaker 1: the United States. By November two thousand seven, just a 735 00:41:41,040 --> 00:41:43,520 Speaker 1: couple of months after it started going on sale, Apple 736 00:41:43,560 --> 00:41:47,400 Speaker 1: had sold one point four million iPhones. It was a 737 00:41:47,520 --> 00:41:52,000 Speaker 1: legitimate success. The original two models of the iPhone were 738 00:41:52,080 --> 00:41:55,239 Speaker 1: a four gigabyte and an eight gigabyte model, and they 739 00:41:55,280 --> 00:42:00,799 Speaker 1: were priced at four hundred dollars and five hundred, respectively. 740 00:42:01,480 --> 00:42:04,960 Speaker 1: The App Store would not launch until July two thousand eight, 741 00:42:05,040 --> 00:42:08,560 Speaker 1: and it launched along with the iPhone three G, which 742 00:42:08,640 --> 00:42:11,200 Speaker 1: was not the third generation iPhone despite its name. It 743 00:42:11,280 --> 00:42:14,480 Speaker 1: was the second generation iPhone, but it was compatible with 744 00:42:14,600 --> 00:42:19,200 Speaker 1: the three G cellular networks, so three G was available 745 00:42:19,239 --> 00:42:23,080 Speaker 1: back in two thousand seven, but Steve Jobs's team had 746 00:42:23,120 --> 00:42:25,520 Speaker 1: decided that they were going to stick with the Edge 747 00:42:25,560 --> 00:42:30,640 Speaker 1: network service, which was slower data not less data throughput, 748 00:42:30,640 --> 00:42:34,720 Speaker 1: I should say, so you would take would take longer 749 00:42:34,719 --> 00:42:37,680 Speaker 1: to load up web pages under the Edge network than 750 00:42:37,719 --> 00:42:40,640 Speaker 1: the three gene network, but that became typical for Apple. 751 00:42:40,680 --> 00:42:44,520 Speaker 1: They were always slow to jump on new technologies. They 752 00:42:44,520 --> 00:42:48,120 Speaker 1: wanted to make sure that things were in good condition 753 00:42:48,239 --> 00:42:52,279 Speaker 1: before they also joined suit, and they wanted to make 754 00:42:52,280 --> 00:42:56,520 Speaker 1: sure that the user experience remained top notch. They had 755 00:42:56,600 --> 00:42:59,040 Speaker 1: very high standards for what the user experience should be. 756 00:43:00,960 --> 00:43:03,560 Speaker 1: They also held off on some other important features that 757 00:43:03,600 --> 00:43:05,799 Speaker 1: you could find in other phones around that time, things 758 00:43:05,840 --> 00:43:08,920 Speaker 1: like GPS sensors. There was no GPS sensor in the 759 00:43:09,000 --> 00:43:13,000 Speaker 1: original iPhone, and that frustrated some people, but most people 760 00:43:13,040 --> 00:43:16,040 Speaker 1: were just blown away by how innovative the iPhone was 761 00:43:16,080 --> 00:43:18,680 Speaker 1: compared to all the smartphones that came before it, and 762 00:43:18,760 --> 00:43:21,680 Speaker 1: Apple really wanted to make sure that whatever experience they 763 00:43:21,680 --> 00:43:24,319 Speaker 1: provided was good and that it wasn't going to kill 764 00:43:24,360 --> 00:43:27,319 Speaker 1: the battery, because the more stuff you add, the more 765 00:43:27,600 --> 00:43:29,800 Speaker 1: demand on the battery there is, and if the battery 766 00:43:29,920 --> 00:43:33,560 Speaker 1: drains in three hours, that's not a good experience. Now, 767 00:43:33,760 --> 00:43:36,560 Speaker 1: that doesn't really touch on the fact that the A, 768 00:43:36,680 --> 00:43:39,920 Speaker 1: T and T experience in those early iPhone days it 769 00:43:40,040 --> 00:43:44,040 Speaker 1: was not fantastic, particularly in markets like San Francisco, where 770 00:43:44,120 --> 00:43:47,719 Speaker 1: it became difficult to even complete a phone call. That 771 00:43:47,800 --> 00:43:51,640 Speaker 1: would plague the iPhone early on in its days. But 772 00:43:51,760 --> 00:43:54,520 Speaker 1: that's a story for a different time. Like I said, 773 00:43:55,000 --> 00:43:58,160 Speaker 1: we'll eventually have to dive into that Apple A T 774 00:43:58,320 --> 00:44:01,560 Speaker 1: and T relationship, but now is not the time to 775 00:44:01,560 --> 00:44:05,760 Speaker 1: do it. One thing I want to touch on before 776 00:44:05,760 --> 00:44:11,440 Speaker 1: I go is that the iPhone has had a remarkable 777 00:44:11,480 --> 00:44:15,120 Speaker 1: impact on the way we navigate the web and the 778 00:44:15,120 --> 00:44:19,520 Speaker 1: way we consume content on the web, whether it's video, 779 00:44:19,760 --> 00:44:23,359 Speaker 1: which also the first iPhone couldn't capture video That would 780 00:44:23,360 --> 00:44:27,240 Speaker 1: come later, whether it's video or audio or web pages, 781 00:44:27,239 --> 00:44:32,160 Speaker 1: whatever it may be. The iPhone had an immeasurable impact 782 00:44:32,840 --> 00:44:36,040 Speaker 1: on the way we consume information on the web. And 783 00:44:36,080 --> 00:44:38,319 Speaker 1: I can say that as someone who has worked in 784 00:44:38,560 --> 00:44:42,640 Speaker 1: web content since the days of the iPhone launch. I mean, 785 00:44:42,680 --> 00:44:46,400 Speaker 1: I worked at How Stuff Works in February two thousand seven, 786 00:44:46,880 --> 00:44:50,800 Speaker 1: so I've seen how this has changed over the years. 787 00:44:52,400 --> 00:44:56,319 Speaker 1: We have seen transformations in the web space based upon 788 00:44:56,400 --> 00:45:00,000 Speaker 1: mobile browsing. Before the iPhone, you didn't have to worry 789 00:45:00,200 --> 00:45:02,799 Speaker 1: mobile browsing because it was a terrible experience, so no 790 00:45:02,840 --> 00:45:06,160 Speaker 1: one was doing it. Everyone was using their laptops or 791 00:45:06,239 --> 00:45:09,839 Speaker 1: desktops to navigate the web. No one was whipping out 792 00:45:09,880 --> 00:45:11,839 Speaker 1: their phone and doing it at least not more than 793 00:45:12,160 --> 00:45:16,880 Speaker 1: a little, you know, distraction. And so your web design 794 00:45:17,080 --> 00:45:21,000 Speaker 1: was all based on the laptop experience or the desktop experience. 795 00:45:21,080 --> 00:45:23,960 Speaker 1: It wasn't based on mobile. That meant that things like 796 00:45:24,040 --> 00:45:28,040 Speaker 1: advertising was based more on the laptop or desktop experience. 797 00:45:28,280 --> 00:45:30,760 Speaker 1: But then mobile comes along and it's a completely different 798 00:45:30,760 --> 00:45:35,400 Speaker 1: way of uh engaging with web content. People began to 799 00:45:35,440 --> 00:45:40,880 Speaker 1: optimize their experiences for phone delivery because while you could 800 00:45:41,040 --> 00:45:44,280 Speaker 1: use something like an iPhone or later an Android phone 801 00:45:44,280 --> 00:45:47,239 Speaker 1: to look at web pages in the desktop formats, and 802 00:45:47,239 --> 00:45:49,640 Speaker 1: in some cases that's the preferable way of doing it 803 00:45:49,680 --> 00:45:53,000 Speaker 1: because you get more features that way. It wasn't the 804 00:45:53,040 --> 00:45:55,440 Speaker 1: easiest to navigate, so a lot of people began to 805 00:45:55,480 --> 00:46:00,239 Speaker 1: make optimized mobile device versions of their website. That changed 806 00:46:00,320 --> 00:46:03,840 Speaker 1: the way that advertising is displayed, which in turn changes 807 00:46:03,880 --> 00:46:08,439 Speaker 1: the way you monetize your web content. So just as 808 00:46:08,520 --> 00:46:12,399 Speaker 1: Apple had really affected the music industry with a launch 809 00:46:12,480 --> 00:46:15,960 Speaker 1: of the iPod, and it was incredibly disruptive, so too 810 00:46:16,000 --> 00:46:19,800 Speaker 1: were they disruptive with the way the web delivers content 811 00:46:19,880 --> 00:46:24,360 Speaker 1: and the way the web generates revenue. And suddenly you 812 00:46:24,440 --> 00:46:27,800 Speaker 1: had all these companies that had a pretty good handle 813 00:46:27,880 --> 00:46:32,480 Speaker 1: on how web content and revenue would work thrown into 814 00:46:32,520 --> 00:46:35,680 Speaker 1: the deep end. Everything the rules were changing overnight, and 815 00:46:35,719 --> 00:46:38,120 Speaker 1: it meant that you had to come up with new strategies, 816 00:46:38,360 --> 00:46:44,080 Speaker 1: which sometimes lead to terrible decisions, because when you're thrown 817 00:46:44,080 --> 00:46:46,839 Speaker 1: into the deep end, you're you're grasping at anything, and 818 00:46:46,920 --> 00:46:50,000 Speaker 1: sometimes the thing you grasp ends up not being a 819 00:46:50,000 --> 00:46:52,560 Speaker 1: great solution. It might be an anchor the striking you 820 00:46:52,680 --> 00:46:55,560 Speaker 1: under the water instead of a life vest that will 821 00:46:55,640 --> 00:47:01,640 Speaker 1: keep you afloat so the impact on the web in general, 822 00:47:02,680 --> 00:47:05,759 Speaker 1: it is really hard to put into words because it 823 00:47:05,840 --> 00:47:13,839 Speaker 1: was fundamentally an enormous transformation. And I can say that 824 00:47:14,120 --> 00:47:17,520 Speaker 1: personally because I've seen it in my career, and so 825 00:47:17,600 --> 00:47:19,840 Speaker 1: you might not really think of it as a user necessarily, 826 00:47:19,920 --> 00:47:23,040 Speaker 1: or maybe you do, but many people don't really think 827 00:47:23,040 --> 00:47:25,359 Speaker 1: of it from a user perspective. You know, you're just 828 00:47:25,560 --> 00:47:30,440 Speaker 1: you're just navigating to whatever website or web app or 829 00:47:30,480 --> 00:47:32,840 Speaker 1: whatever it may be, on whatever device happens to be 830 00:47:32,880 --> 00:47:35,080 Speaker 1: in your hands at the moment, whether it's a tablet computer, 831 00:47:35,160 --> 00:47:39,280 Speaker 1: which Apple also was able to make a viable consumer product. 832 00:47:39,320 --> 00:47:43,360 Speaker 1: Before the iPad, very few people owned a tablet computer 833 00:47:43,480 --> 00:47:46,239 Speaker 1: as a consumer product. There were a few industries that 834 00:47:46,280 --> 00:47:50,759 Speaker 1: depended upon it, but very few consumers. Or if it's 835 00:47:50,800 --> 00:47:54,160 Speaker 1: a smart device like a tell, a smartphone, or or 836 00:47:54,280 --> 00:47:57,000 Speaker 1: some other like maybe a smart watch, whatever it may be, 837 00:47:57,920 --> 00:48:00,680 Speaker 1: it really changed things in a big, big way. And 838 00:48:00,719 --> 00:48:03,840 Speaker 1: we're still seeing that play out. We still see companies 839 00:48:03,880 --> 00:48:06,640 Speaker 1: struggling with ways to deal with that so that they're 840 00:48:06,640 --> 00:48:10,600 Speaker 1: providing a good user experience but also able to monetize content, 841 00:48:10,920 --> 00:48:12,400 Speaker 1: because once you get to a point where you can 842 00:48:12,440 --> 00:48:15,920 Speaker 1: no longer do either of those things together, the web 843 00:48:15,960 --> 00:48:19,719 Speaker 1: dies if people don't like the experience, they stopped using it, 844 00:48:20,000 --> 00:48:22,640 Speaker 1: and you don't make any money. If you can't figure 845 00:48:22,680 --> 00:48:24,759 Speaker 1: out a good way to monetize it, you're not making 846 00:48:24,760 --> 00:48:27,760 Speaker 1: any money, and you can't continue to create content because 847 00:48:27,880 --> 00:48:32,359 Speaker 1: that costs money. So it's interesting because it's both a boon. 848 00:48:32,640 --> 00:48:37,520 Speaker 1: It meant that you saw traffic numbers increase substantially across 849 00:48:37,719 --> 00:48:41,480 Speaker 1: lots of different websites, but it's also a bit of 850 00:48:41,520 --> 00:48:44,920 Speaker 1: a curse because you can't necessarily count on those numbers 851 00:48:45,400 --> 00:48:49,759 Speaker 1: to translate into something you can monetize easily. And it's 852 00:48:49,800 --> 00:48:52,480 Speaker 1: been a really interesting experience to watch how that has 853 00:48:52,520 --> 00:48:57,040 Speaker 1: played out over the last several years now. The iPhone itself, obviously, 854 00:48:57,120 --> 00:49:00,719 Speaker 1: has continued to evolve and flourish after the debut of 855 00:49:00,760 --> 00:49:04,239 Speaker 1: the iPhone, each success of iPhone adding more features and 856 00:49:04,800 --> 00:49:07,919 Speaker 1: some of them getting much more advanced, some of them 857 00:49:08,000 --> 00:49:12,319 Speaker 1: changing dramatically in the form factor, not so much that 858 00:49:12,440 --> 00:49:16,560 Speaker 1: it's unrecognizable as an iPhone, but certainly changing quite a 859 00:49:16,560 --> 00:49:19,880 Speaker 1: bit from that original design. And I am very eager 860 00:49:19,920 --> 00:49:22,040 Speaker 1: to see where it goes next. Even though I don't 861 00:49:22,160 --> 00:49:24,440 Speaker 1: use an iPhone, I am not an iPhone user. I'm 862 00:49:24,480 --> 00:49:28,759 Speaker 1: an Android, meaning I use Android. I am not a replicant. 863 00:49:28,840 --> 00:49:30,920 Speaker 1: And if the tortoise were turned on its back, I 864 00:49:30,960 --> 00:49:33,359 Speaker 1: would turn it over. I wouldn't just stand there and 865 00:49:33,400 --> 00:49:35,160 Speaker 1: not turn it over. I don't care what the void 866 00:49:35,200 --> 00:49:38,560 Speaker 1: comp says. Now. In the future, I'll probably do an 867 00:49:38,560 --> 00:49:41,560 Speaker 1: episode where I go into more detail about the evolution 868 00:49:41,600 --> 00:49:43,600 Speaker 1: of the iPhone. We've talked about the origin, but what 869 00:49:43,760 --> 00:49:46,200 Speaker 1: how did it change? What were the decisions, what were 870 00:49:46,239 --> 00:49:49,800 Speaker 1: the battles that were fought within Apple as the iPhone 871 00:49:50,000 --> 00:49:53,800 Speaker 1: developed into what it is today? How did it change? 872 00:49:53,840 --> 00:49:57,160 Speaker 1: What Steve Jobs passed away? How much influence did Jobs 873 00:49:57,239 --> 00:50:01,000 Speaker 1: have on the iPhone models that came out after his death? 874 00:50:01,000 --> 00:50:02,759 Speaker 1: And at what point would you say this is the 875 00:50:02,800 --> 00:50:06,399 Speaker 1: first iPhone that was not influenced by Steve Jobs. Those 876 00:50:06,400 --> 00:50:08,560 Speaker 1: are great questions, and I'm sure I'll answer them in 877 00:50:08,600 --> 00:50:11,760 Speaker 1: a future episode, but for now, it's time to sign off. 878 00:50:11,800 --> 00:50:14,760 Speaker 1: If you guys have any suggestions for topics I should 879 00:50:14,760 --> 00:50:17,200 Speaker 1: cover in future episodes of tech Stuff, whether it's a 880 00:50:17,239 --> 00:50:21,640 Speaker 1: specific technology or a very specific product, or a person 881 00:50:21,880 --> 00:50:25,640 Speaker 1: in tech, or just a concept in technology in general, 882 00:50:25,800 --> 00:50:28,200 Speaker 1: let me know what you want to hear. You can 883 00:50:28,239 --> 00:50:31,000 Speaker 1: do that by sending me an email. Unlike getting email, 884 00:50:31,320 --> 00:50:34,240 Speaker 1: it makes me feel important. The address is tech Stuff 885 00:50:34,280 --> 00:50:36,279 Speaker 1: at how stuff ors dot com, or you can drop 886 00:50:36,320 --> 00:50:39,640 Speaker 1: me a line on your favorite social media platform as 887 00:50:39,680 --> 00:50:41,920 Speaker 1: long as that's either Facebook or Twitter, because that's where 888 00:50:41,960 --> 00:50:44,200 Speaker 1: I'm at, and the handle you should use for both 889 00:50:44,200 --> 00:50:48,040 Speaker 1: of those places is tech stuff H s W. And finally, 890 00:50:48,280 --> 00:50:51,000 Speaker 1: you can watch me record this kind of stuff live 891 00:50:51,160 --> 00:50:55,360 Speaker 1: at twitch dot tv slash tech Stuff. I record every 892 00:50:55,440 --> 00:50:58,759 Speaker 1: Wednesday and Friday, or most every Wednesday and Friday, and 893 00:50:58,800 --> 00:51:01,120 Speaker 1: you can go to twitch dot tv slash text stuff 894 00:51:01,160 --> 00:51:03,640 Speaker 1: to see the schedule there. And I'll talk to you 895 00:51:03,680 --> 00:51:05,799 Speaker 1: again really soon