WEBVTT - The Origin of the iPhone: Part Two 0:00:04.480 --> 0:00:12.520 Text with Technology with tech Stuff from dot com. Hey there, 0:00:12.520 --> 0:00:16.200 and welcome to tech Stuff. I am your host, Jonathan Strickland. 0:00:16.560 --> 0:00:21.200 I am a podcaster with the halstaff Works podcasting company. 0:00:21.800 --> 0:00:24.479 Thank you for joining tech Stuff, the show where we 0:00:24.520 --> 0:00:27.440 look at all things tech. This is technically a part 0:00:27.640 --> 0:00:32.599 two episode. Part one was the episode immediately before this, 0:00:32.840 --> 0:00:36.559 unless something has gone horribly wrong with the publishing schedule, 0:00:37.159 --> 0:00:40.319 and we're looking at the origin of the iPhone. As 0:00:40.320 --> 0:00:42.640 it turns out, it is a complicated story, and it 0:00:42.720 --> 0:00:46.360 was so complicated that it warranted two episodes rather than 0:00:46.440 --> 0:00:50.839 one super long episode. And in the last one, I 0:00:50.880 --> 0:00:53.960 talked about the earliest stages of the iPhone project at Apple, 0:00:54.400 --> 0:00:58.320 and as I pointed out, it's surprisingly long. I left 0:00:58.360 --> 0:01:01.320 off with the earliest phases of the two groups that 0:01:01.360 --> 0:01:06.520 were competing against one another internally to develop the Apple phone, 0:01:07.040 --> 0:01:09.640 and those two groups were known as P one and 0:01:09.800 --> 0:01:14.320 P two among a very few select Apple employees. Most 0:01:14.319 --> 0:01:17.560 people didn't even know what was going on. But those 0:01:17.560 --> 0:01:20.080 two groups were each trying to create a phone Apple 0:01:20.120 --> 0:01:23.080 can market as a consumer product, and they took very 0:01:23.080 --> 0:01:25.400 different approaches. The P one group, which was led by 0:01:25.400 --> 0:01:29.000 Tony Fidel, was looking to make a souped up iPod 0:01:29.200 --> 0:01:32.600 with phone capabilities. The other group, P two, that had 0:01:32.640 --> 0:01:37.680 Scott Forestall and the next Mafia, was trying to create 0:01:37.720 --> 0:01:41.280 a pocket sized Mac computer that could also act as 0:01:41.280 --> 0:01:43.920 a phone. In both cases, you could argue that the 0:01:43.920 --> 0:01:46.720 phone thing was an add on and iPod and I'll 0:01:46.760 --> 0:01:49.600 add on and P one and a Mac add on 0:01:49.760 --> 0:01:52.760 with P two. Now, most of the engineers and these 0:01:52.760 --> 0:01:55.680 two groups were really really too busy with work to 0:01:55.800 --> 0:01:59.240 worry about the other group. But when you get to 0:01:59.280 --> 0:02:03.840 the executive level, there were some pretty notable clashes between them, 0:02:03.880 --> 0:02:07.120 and it got really ugly at some points, and and 0:02:07.360 --> 0:02:11.840 kind of petty and brutal. Some executives ended up quitting, 0:02:12.200 --> 0:02:16.079 some got fired, and they were often sniping at one another, 0:02:16.200 --> 0:02:18.000 and it was kind of like again, a kind of 0:02:18.040 --> 0:02:21.560 like a soap opera. Meanwhile, the work had to carry on. 0:02:22.160 --> 0:02:24.959 The project had developed a code name at that point. 0:02:25.240 --> 0:02:29.560 It was called purple. No one's really sure why. There 0:02:29.639 --> 0:02:32.400 was some debate that it perhaps was referring to the 0:02:32.440 --> 0:02:35.560 color of a particular toy one of the developers had, 0:02:36.639 --> 0:02:40.560 because it represented an internal process at Apple, but no 0:02:40.600 --> 0:02:43.480 one's really sure. It's kind of grasping at straws, but 0:02:43.560 --> 0:02:46.680 the name was Purple. Now keep in mind, at this stage, 0:02:46.680 --> 0:02:50.400 which is around two thousand five or so, the project 0:02:50.440 --> 0:02:53.560 was so secret that only a few people in Apple 0:02:53.600 --> 0:02:56.320 were even aware of it, and other employees at Apple 0:02:56.360 --> 0:02:59.040 were left to wonder what the heck happened to their coworkers. 0:02:59.080 --> 0:03:02.280 So it's seemingly disappeared off the face of the earth. Now, 0:03:02.280 --> 0:03:05.160 those co workers were still at Apple, those most of 0:03:05.200 --> 0:03:07.720 them were still at Apple anyway, but they were sequestered 0:03:07.720 --> 0:03:10.920 in other parts of the office complex behind heavy security, 0:03:11.240 --> 0:03:15.639 working slavishly long hours. And those hours were so long, 0:03:15.720 --> 0:03:18.639 and the work was so hard that team leaders had 0:03:18.680 --> 0:03:22.360 taken to renting hotel rooms to allow employees to have 0:03:22.440 --> 0:03:26.079 a place to crash, because they were worried that otherwise 0:03:26.080 --> 0:03:28.360 people might fall asleep behind the wheel of a car 0:03:28.600 --> 0:03:32.200 due to exhaustion. And honestly, the deadlines that Steve Jobs 0:03:32.240 --> 0:03:35.000 was setting were so aggressive that there was really no 0:03:35.080 --> 0:03:38.960 time to actually, you know, go home and stuff. Now, 0:03:38.960 --> 0:03:42.720 that obviously put a big strain on employees. There was 0:03:42.840 --> 0:03:46.160 one employee who described it as a soup of misery 0:03:46.320 --> 0:03:49.880 at times. This was an employee who talked to Brian Merchant, 0:03:49.960 --> 0:03:53.040 the author of the One Device, which, as I mentioned 0:03:53.040 --> 0:03:55.880 in Part one of the series, served as my primary 0:03:56.000 --> 0:03:59.200 source for much of this information. You should really check 0:03:59.200 --> 0:04:03.080 out that book if want to dive super super deep 0:04:03.120 --> 0:04:05.320 on the iPhone. I mean, it goes into way more 0:04:05.360 --> 0:04:08.280 detail than what I am talking about here, and I'm 0:04:08.280 --> 0:04:12.080 being pretty thorough. Now, not only was this whole situation 0:04:12.160 --> 0:04:14.920 really stressful, there was also this general feeling that the 0:04:14.960 --> 0:04:19.000 iPhone was a make or break situation for Apple the company, 0:04:19.080 --> 0:04:23.440 that the future of the company itself rested on the 0:04:23.480 --> 0:04:27.320 outcome of this project. Now, at least one Apple employees 0:04:27.360 --> 0:04:30.479 cited the development process as the reason for his divorce. 0:04:31.080 --> 0:04:34.840 The phone was really taking its toll even though long 0:04:34.839 --> 0:04:37.839 distance calls at that point, we're toll free. It's a 0:04:37.920 --> 0:04:40.880 terrible joke, but I had to make it. Not jump 0:04:40.960 --> 0:04:43.240 back to the design of the phone itself. Now, not 0:04:43.360 --> 0:04:46.120 only were teams looking at physical formats, they also had 0:04:46.160 --> 0:04:49.240 to define the look of everything on the phone, and 0:04:49.320 --> 0:04:53.200 part of that was this concept of widgets. Uh Imron 0:04:53.320 --> 0:04:56.799 Schaudry was working on that team. He had helped develop 0:04:56.839 --> 0:04:59.920 widgets for the mac Os dashboard feature, and he was 0:05:00.040 --> 0:05:03.719 invited to join the iPhone project. He began to design 0:05:03.760 --> 0:05:07.640 widgets for the iPhone user interface, and Chaudry and fellow 0:05:07.680 --> 0:05:12.240 designer Freddie and Zeroes were responsible for widget design, and 0:05:12.320 --> 0:05:15.200 the story goes that they developed almost all of them 0:05:15.240 --> 0:05:19.039 over the course of a single night. This was because 0:05:19.080 --> 0:05:21.520 Steve Jobs wanted to see designs right away and gave 0:05:21.560 --> 0:05:24.599 them a super tight deadline. He essentially said, have something 0:05:24.600 --> 0:05:27.560 on my desk tomorrow. So they stayed up and they 0:05:27.600 --> 0:05:30.160 worked all night long trying to design these things. Typically, 0:05:30.360 --> 0:05:33.919 you would spend weeks designing something like a widget appearance, 0:05:34.080 --> 0:05:36.320 and you would do lots of testing of different options 0:05:36.360 --> 0:05:38.640 to find out which was the most appealing and user friendly. 0:05:38.680 --> 0:05:41.680 But that just wasn't an option. So the two of 0:05:41.720 --> 0:05:44.520 them worked throughout the night, and the following day they 0:05:44.520 --> 0:05:47.680 showed their widget designs to Jobs, and Jobs loved them, 0:05:47.960 --> 0:05:50.800 and so those initial designs essentially became the icons that 0:05:50.839 --> 0:05:53.400 you would find on the iPhone at its launch. So 0:05:53.520 --> 0:05:57.040 just think those icons at launch. Those were designed by 0:05:57.080 --> 0:06:01.320 two guys frantically putting them together there over the course 0:06:01.360 --> 0:06:03.400 of a few hours before they had to show it 0:06:03.440 --> 0:06:07.360 off to Steve Jobs. It's pretty remarkable. Again, nothing was 0:06:07.400 --> 0:06:10.000 set in Stone at this time, and one of the 0:06:10.040 --> 0:06:12.640 decisions the team had to make was how the icons 0:06:12.680 --> 0:06:15.000 would appear on the screen when you booted up the phone. 0:06:15.520 --> 0:06:18.320 So they considered several different options, such as having all 0:06:18.320 --> 0:06:22.440 the icons appear alphabetically in a list format, which then 0:06:22.480 --> 0:06:24.880 you would be able to scroll through and choose, but 0:06:24.920 --> 0:06:27.120 they thought it made more sense to create a grid 0:06:27.160 --> 0:06:29.240 based system on the phone, and then you would just 0:06:29.360 --> 0:06:32.240 lock icons to that grid so that they would be 0:06:32.320 --> 0:06:36.280 evenly spaced from each other and look very neat and organized. 0:06:37.000 --> 0:06:38.640 Now it's funny to think that this was just one 0:06:38.640 --> 0:06:42.279 of several options, because now practically all smartphones follow that 0:06:42.400 --> 0:06:46.080 same feature, But at the time that was just a 0:06:46.120 --> 0:06:48.359 design decision that they had to make. It could have 0:06:48.400 --> 0:06:50.360 gone a different way, and it's possible that if they 0:06:50.400 --> 0:06:53.440 had gone a different way, maybe other companies would have 0:06:53.440 --> 0:06:56.400 followed suit and we wouldn't have had this grid approach 0:06:56.440 --> 0:06:59.800 to most smartphone u i's. Now. At this stage, the 0:07:00.040 --> 0:07:02.840 ZIGN team did not have any prototype hardware. They were 0:07:02.839 --> 0:07:06.840 still designing stuff on Mac computers. They would confine their 0:07:06.880 --> 0:07:10.360 designs to match dimensions that would fit what they thought 0:07:10.400 --> 0:07:13.680 the iPhones dimensions would be, so they were working from 0:07:13.880 --> 0:07:16.640 general rules of the iPhone size was going to be 0:07:16.680 --> 0:07:18.800 like a three and a half inch screen, for example, 0:07:19.280 --> 0:07:24.680 So they would create a border on max to say, 0:07:24.680 --> 0:07:27.440 all right, everything has to fit within this border, and 0:07:27.480 --> 0:07:30.600 they would design their user interface on a computer to 0:07:30.680 --> 0:07:34.160 be within that border. While they were waiting on testing 0:07:34.160 --> 0:07:37.400 out all this stuff, they even went so far as 0:07:37.440 --> 0:07:42.200 to fabricate wooden iPhone frames. They hadn't even settled on 0:07:42.280 --> 0:07:45.000 what the physical design of the phone was at this point, 0:07:45.000 --> 0:07:48.440 but they created wooden frames to hold up to their 0:07:48.480 --> 0:07:51.360 computer screens so that they could look at the size 0:07:51.440 --> 0:07:54.160 of the various icons and determine if they needed to 0:07:54.160 --> 0:07:58.520 be larger or smaller, which is pretty wild, I think so. 0:07:58.600 --> 0:08:01.120 By February two tho five, if Steve Jobs was starting 0:08:01.160 --> 0:08:04.160 to get really antsy. He wanted to see some results 0:08:04.400 --> 0:08:06.600 from this project he had given the go ahead for. 0:08:06.720 --> 0:08:09.600 And now remember he had only said okay to this 0:08:10.040 --> 0:08:13.320 back in November two thousand four. February two thousand five 0:08:13.480 --> 0:08:17.720 is not that long from November two thousand four. But 0:08:18.320 --> 0:08:21.600 he was starting to say, I'm not seeing anything coherent here. 0:08:21.640 --> 0:08:25.720 I'm seeing a lot of individual ideas and concepts, but 0:08:25.840 --> 0:08:29.480 nothing that connects all these different things together as a 0:08:29.560 --> 0:08:33.440 cohesive experience. I I need to have more than that. 0:08:33.520 --> 0:08:35.960 I can't just see like a rubber banding effect or 0:08:36.000 --> 0:08:39.360 a momentum effect in scrolling or widget design. I need 0:08:39.360 --> 0:08:42.960 to see how they all fit together as an experience. Now, 0:08:43.000 --> 0:08:47.200 this was specifically toward the Human Interface team, not everybody. 0:08:47.440 --> 0:08:49.640 So the Human Interface team got an ultimatum which was 0:08:49.679 --> 0:08:53.439 produced a coherent demonstration of the interface within two weeks, 0:08:54.200 --> 0:08:56.720 and that began what Greg Christie, who was leading the 0:08:56.760 --> 0:09:02.120 Human Interface team, called the two week death March. Engineers 0:09:02.160 --> 0:09:05.160 were working long hours, most of them were not getting 0:09:05.160 --> 0:09:08.199 any sleep. They were trying to put together this demonstration 0:09:08.240 --> 0:09:12.160 that would incorporate numerous concepts and features into a single experience. 0:09:12.559 --> 0:09:15.400 And keep in mind that this was again just the interface. 0:09:15.559 --> 0:09:19.079 This didn't include the operating system or the hardware. This 0:09:19.160 --> 0:09:22.839 was just supposed to be the user experience. Other teams 0:09:22.880 --> 0:09:25.040 were working on and competing with each other for those 0:09:25.080 --> 0:09:27.840 other pieces of the iPhone story. So this was just 0:09:27.920 --> 0:09:30.040 the way you would interact with the phone if you 0:09:30.080 --> 0:09:34.080 were using it, and it put an enormous stress on 0:09:34.120 --> 0:09:37.200 the team, and several people were totally sidelined with exhaustion 0:09:37.240 --> 0:09:40.920 and stress, but they got the demo together and in 0:09:40.960 --> 0:09:43.720 two weeks they showed it off to Steve Jobs, and 0:09:43.800 --> 0:09:48.520 Steve Jobs was happy. He liked it. He liked it 0:09:48.600 --> 0:09:50.560 so much he actually asked them to run through the 0:09:50.600 --> 0:09:54.800 whole demo a second time, which they did, and this 0:09:55.080 --> 0:09:57.280 was exactly what Steve Jobs needed to see in order 0:09:57.320 --> 0:09:59.880 to really throw his full support behind the phone project. 0:10:00.200 --> 0:10:03.840 And he also increased security on the project again, so 0:10:03.880 --> 0:10:07.200 at every stage he demanded even more secrecy, and he 0:10:07.360 --> 0:10:09.800 really wanted to surprise people, and he wanted to do 0:10:09.840 --> 0:10:12.000 it in two waves. He first wanted to surprise people 0:10:12.000 --> 0:10:15.200 within Apple and show them this amazing project, but no 0:10:15.200 --> 0:10:18.840 one really knew was happening outside of the project itself. 0:10:19.320 --> 0:10:21.080 And then when the time was right, he wanted to 0:10:21.120 --> 0:10:24.520 surprise the world with this new idea. But until that 0:10:24.559 --> 0:10:27.719 time he didn't want anyone to know anything about it. 0:10:28.559 --> 0:10:31.680 Over on the operating side of things, there was a 0:10:31.679 --> 0:10:34.400 guy named Richard Williamson who was really hard at work 0:10:34.400 --> 0:10:38.080 on the iPhone side, the software operating system side, and 0:10:38.120 --> 0:10:41.080 he had been on the verge of actually leaving Apple entirely, 0:10:41.600 --> 0:10:44.440 and that ticked off Steve Jobs quite a bit because 0:10:44.800 --> 0:10:48.600 Williamson was a very valuable asset for Apple, but he 0:10:48.640 --> 0:10:52.000 was getting restless. See, Williamson had worked for Next way 0:10:52.040 --> 0:10:54.120 back in the day. He came over to Apple when 0:10:54.120 --> 0:10:58.119 Apple acquired Next. He and he had developed the WebKit framework. 0:10:58.440 --> 0:11:01.560 Now that's the framework that power is the Safari web browser. 0:11:02.080 --> 0:11:05.480 And this was an open source tool, which for Apple 0:11:05.960 --> 0:11:09.160 was totally unusual. If you're familiar with Apple products, you know, 0:11:09.280 --> 0:11:12.800 the phrase open source doesn't come up that often. They 0:11:12.880 --> 0:11:15.400 like to lock things down and be very proprietary with 0:11:15.440 --> 0:11:18.319 their approaches, so much so that when the iPhone launched, 0:11:18.600 --> 0:11:21.640 it had proprietary types of screws that you needed a 0:11:21.679 --> 0:11:26.200 special tool called a pinto labe to open. So having 0:11:26.240 --> 0:11:30.120 an open source kit, the web kit, the thing that 0:11:30.360 --> 0:11:34.280 fueled Safari, was really out of the norm and it 0:11:34.320 --> 0:11:36.400 was a powerful tool. It was so powerful that Google 0:11:36.440 --> 0:11:41.199 actually used it to power Google Chrome until about two thout. Well, 0:11:41.200 --> 0:11:44.640 Williamson wanted to kind of get away from WebKit. He 0:11:44.640 --> 0:11:46.720 wanted to work on something new. He did not want 0:11:46.760 --> 0:11:51.040 his career to involve perpetually updating and maintaining the same 0:11:51.120 --> 0:11:55.199 software that he had invented years earlier. The iPhone ended 0:11:55.280 --> 0:11:57.679 up being the project that convinced him to stay on 0:11:57.880 --> 0:12:00.719 with Apple, and he lent his consider herble talents to 0:12:00.760 --> 0:12:04.800 the software and OS side of that project. Now, Jobs 0:12:04.800 --> 0:12:06.800 decided that the next step was to clue in some 0:12:06.880 --> 0:12:09.240 of the executives at Apple at one of their Top 0:12:09.360 --> 0:12:13.360 one events. Now these are internal meetings at Apple. They 0:12:13.360 --> 0:12:16.400 were similar in structure and tone to the big public 0:12:16.440 --> 0:12:19.640 marketing events that Apple holds throughout the year. So if 0:12:19.640 --> 0:12:22.120 you've ever watched one of those, any sort of Apple 0:12:22.160 --> 0:12:25.520 presentation where there's an executive up there talking about their products, 0:12:25.720 --> 0:12:27.880 it's that same sort of thing, only this was for 0:12:28.000 --> 0:12:31.680 executives inside the company, not anyone outside of it. And 0:12:31.760 --> 0:12:35.040 even this presentation was just for executives. The rank and 0:12:35.080 --> 0:12:38.200 file Apple employees were to remain unaware of the phone 0:12:38.200 --> 0:12:42.280 project on an official capacity. Jobs gave the HI department 0:12:42.360 --> 0:12:45.400 until May two thousand five to work up a full 0:12:45.559 --> 0:12:49.120 demo of the interface for these executives. So remember February 0:12:49.120 --> 0:12:51.000 two thousand five was when they were put through those 0:12:51.040 --> 0:12:55.839 two weeks of torture. They they show the demo to 0:12:56.000 --> 0:12:57.719 Steve Jobs. He loves and he's like, all right, now 0:12:57.760 --> 0:13:00.920 make an even bigger one for May, and you didn't 0:13:00.960 --> 0:13:04.000 even get a chance to relish in the victory of 0:13:04.080 --> 0:13:07.040 creating a demo that made Steve Jobs happy, you had 0:13:07.080 --> 0:13:10.040 to go back and make an even bigger demo for 0:13:10.120 --> 0:13:13.880 this top one event, which they did, and while it 0:13:14.000 --> 0:13:16.959 was hard to do, they made the demo. It went 0:13:17.000 --> 0:13:19.800 over like Gangbusters, and it was clear that Apple was 0:13:19.840 --> 0:13:22.040 onto something, but they still had a long way to 0:13:22.040 --> 0:13:24.320 go before they had an actual product, because this was 0:13:24.360 --> 0:13:27.240 still conceptual stuff at this stage. It was talking about 0:13:27.280 --> 0:13:30.439 the way it would interface, but they didn't have an 0:13:30.440 --> 0:13:33.720 actual physical device yet, and the battles between P one 0:13:33.800 --> 0:13:36.720 and P two were still raging, with Fidel and Forestall 0:13:36.760 --> 0:13:40.880 growing increasingly irritated at each other. Some folks over on 0:13:40.960 --> 0:13:44.400 Forestall's team would even start to refer to Tony Fidel 0:13:44.559 --> 0:13:48.000 not as the pod father, the guy who oversaw the 0:13:48.080 --> 0:13:51.559 development and launch of the iPod. They started calling him 0:13:51.760 --> 0:13:57.280 Tony Malogney, the cut deep at Apple folks. So the 0:13:57.280 --> 0:14:00.640 employees were calling him Tony Malogney because they said that 0:14:00.640 --> 0:14:04.679 Fidel had this habit of overstating his role in developing 0:14:04.720 --> 0:14:08.440 products like the iPod and the iPhone, and they said 0:14:08.480 --> 0:14:10.920 he was a really strong manager and he definitely had 0:14:10.920 --> 0:14:13.240 a reputation for going toe to toe with Steve Jobs. 0:14:13.240 --> 0:14:15.040 He was one of the few people who would stand 0:14:15.120 --> 0:14:17.960 up to Steve Jobs and yell right back at him 0:14:18.040 --> 0:14:20.920 and keep his job in the process. But a lot 0:14:20.960 --> 0:14:23.760 of employees were asserting that Fidel was just he wasn't 0:14:23.800 --> 0:14:26.120 in the trenches the way a lot of the engineers were. 0:14:26.840 --> 0:14:29.040 Whether that's true or not is not for me to say. 0:14:29.200 --> 0:14:32.680 I don't know, But there were definitely employees who resented 0:14:33.360 --> 0:14:36.640 the credit that Fidel seemed to take for his role 0:14:36.720 --> 0:14:40.560 in these operations, and they seemed to feel that it 0:14:40.640 --> 0:14:44.040 wasn't entirely deserved. Now, Fidel's team did end up making 0:14:44.080 --> 0:14:47.920 some working prototypes of their iPod based phone. They relied 0:14:48.000 --> 0:14:50.320 on those click wheels I was talking about the click 0:14:50.320 --> 0:14:53.880 wheels of the original iPod design, and the interface was 0:14:53.920 --> 0:14:57.200 more than a little clunky, but they actually worked as phones. 0:14:57.320 --> 0:14:59.320 They were able to make calls with each other. So 0:14:59.360 --> 0:15:02.520 the very first phone calls made on an official but 0:15:02.720 --> 0:15:08.000 unreleased piece of Apple hardware happened to be on those prototypes. Now, 0:15:08.040 --> 0:15:10.680 those would never see the light of day as consumer products, 0:15:10.760 --> 0:15:15.880 but they did actually work. But everyone, particularly Steve Jobs, 0:15:16.160 --> 0:15:20.080 felt that they weren't the right product for the consumer market. 0:15:20.960 --> 0:15:23.960 Some of that hardware would find its way onto the iPhone, though, 0:15:24.000 --> 0:15:26.280 while the official iPhone would end up following the P 0:15:26.440 --> 0:15:30.240 two design philosophy of adopting that Mac os into a 0:15:30.240 --> 0:15:34.200 phone form factor, and and the actual use of it 0:15:34.200 --> 0:15:37.320 would be more on the P two side, the hardware 0:15:37.400 --> 0:15:40.240 that the phone was using to make calls came from 0:15:40.280 --> 0:15:45.120 that P one group. The actual uh you know, radio 0:15:45.160 --> 0:15:49.080 frequency chips that all came from P one. And so 0:15:49.080 --> 0:15:51.040 while there were two competing teams with an Apple to 0:15:51.080 --> 0:15:54.160 build a phone, ultimately both of them contributed to the 0:15:54.200 --> 0:15:57.600 actual finished product. I've got a lot more to say 0:15:57.640 --> 0:16:01.160 about this, but before I make another deep breath and 0:16:01.240 --> 0:16:03.800 launch it to yet another tirade, let's take a quick 0:16:03.840 --> 0:16:13.280 break to thank our sponsor. Meanwhile, you had the P 0:16:13.400 --> 0:16:15.600 two team who were still struggling to create a scaled 0:16:15.720 --> 0:16:19.040 down version of their approach. You know, they were running 0:16:19.040 --> 0:16:21.000 everything off of Mac os is, and they needed our 0:16:21.080 --> 0:16:23.800 actual Mac computers. They needed to create something that could 0:16:23.800 --> 0:16:26.920 work in a phone size. They showed off their ideas 0:16:27.040 --> 0:16:29.040 on the computers and then they had to figure out 0:16:29.080 --> 0:16:31.040 how are they going to port that experience into a 0:16:31.080 --> 0:16:34.120 handheld device, and this was a huge challenge. Now they 0:16:34.120 --> 0:16:36.760 mostly focused on that and not the phone elements of 0:16:36.800 --> 0:16:38.720 the device. Many on the P two side felt the 0:16:38.720 --> 0:16:40.920 phone feature was more of an add on really, and 0:16:40.960 --> 0:16:43.080 the interesting part of the challenge was creating a pocket 0:16:43.160 --> 0:16:46.760 sized computer with a touch interface. The Fidel team was 0:16:46.880 --> 0:16:51.080 using Lennox as its operating system, and this had limitations, 0:16:51.400 --> 0:16:54.200 but it was really really fast to boot up. So 0:16:54.480 --> 0:16:58.160 four stalls team was trying to adapt Mac os and 0:16:58.160 --> 0:17:00.160 put it on a handheld device, and they found that 0:17:00.240 --> 0:17:03.680 boot times were way longer, and that became a problem 0:17:03.720 --> 0:17:06.400 because you want something that's gonna pop on pretty quickly, 0:17:07.080 --> 0:17:10.360 and it became another area of focus. If the team 0:17:10.400 --> 0:17:12.720 couldn't solve that problem, their project would be just as 0:17:12.720 --> 0:17:17.160 doomed as those iPod phones were. Meanwhile, the hardware team 0:17:17.160 --> 0:17:19.680 began looking at other elements to add into the phone 0:17:19.680 --> 0:17:22.159 to give it more functionality, and that included things like 0:17:22.200 --> 0:17:25.720 an accelerometer so it could detect changes in orientation, which 0:17:25.720 --> 0:17:28.760 would allow the phone to switch between portrait and landscape modes. 0:17:29.160 --> 0:17:32.440 Also included an infrared light sensor, which the phone would 0:17:32.520 --> 0:17:34.840 use to detect when someone was lifting the phone to 0:17:34.880 --> 0:17:38.000 their face. The goal here was to both conserve battery 0:17:38.040 --> 0:17:41.040 life by dimming the screen whenever the phone came up 0:17:41.080 --> 0:17:43.560 to your ear, and also cut down on the possibility 0:17:43.600 --> 0:17:45.879 of an erroneous touch command. It would turn off the 0:17:45.920 --> 0:17:48.280 touch screen because otherwise, if you put the phone up 0:17:48.280 --> 0:17:50.560 to your face, you know your skin is gonna activate 0:17:50.600 --> 0:17:53.359 that capacity of touch screen and you're gonna start putting 0:17:53.400 --> 0:17:56.360 in weird commands left and right, and that's no good 0:17:56.400 --> 0:17:59.159 if you want to have a working phone. Remember, a 0:17:59.200 --> 0:18:03.359 capacity of touch screens rely upon changes in capacitance on 0:18:03.359 --> 0:18:07.800 along that really changes in uh electric potential when you 0:18:07.840 --> 0:18:10.480 get down to it across the screen and your points 0:18:10.480 --> 0:18:13.600 of contact or what allow that to happen. So by 0:18:13.600 --> 0:18:16.040 turning that off, you could actually put this up against 0:18:16.040 --> 0:18:20.280 your face and not have it activate that early inference 0:18:20.280 --> 0:18:22.720 sensor also had a problem detecting dark hair and skin, 0:18:22.800 --> 0:18:26.000 which was a bit of a pr nightmare for Apple 0:18:26.040 --> 0:18:28.959 back in the day. There's also an ambient light sensor 0:18:29.040 --> 0:18:33.000 designed to guide the iPhone into dynamically changing screen brightness, 0:18:33.040 --> 0:18:35.600 primarily again as a strategy to conserve battery life, will 0:18:35.640 --> 0:18:39.000 also improving the user experience. Now, all of this work 0:18:39.119 --> 0:18:42.720 continued for more than two years. The full development time 0:18:42.880 --> 0:18:46.080 of the iPhone, generally speaking, was two and a half years. 0:18:46.160 --> 0:18:49.439 It's two and a half years of people working practically 0:18:49.480 --> 0:18:53.920 around the clock in full secrecy, not able to tell 0:18:54.000 --> 0:18:56.680 anybody what they were working on. You know, they had 0:18:56.720 --> 0:18:58.840 to agree to work on it without even knowing what 0:18:58.880 --> 0:19:02.200 they were agreeing to, and then coming up with these 0:19:02.240 --> 0:19:07.000 solutions to very tough challenges. Shrinking down the technology to 0:19:07.040 --> 0:19:11.159 allow for multi touch touch screen ability, Creating the framework 0:19:11.240 --> 0:19:14.000 to allow an operating system like mac os to work 0:19:14.040 --> 0:19:17.840 on a handheld device, making sure that you design widgets 0:19:17.840 --> 0:19:21.760 that are operable on that operating system. Creating the user 0:19:21.800 --> 0:19:27.480 interface that is compelling and intuitive. All of these were 0:19:28.280 --> 0:19:33.400 monumental challenges, and most of them, again from the software side, 0:19:33.440 --> 0:19:35.680 came out of that P two group, with the P 0:19:35.880 --> 0:19:41.080 one group providing very valuable hardware support. It was an 0:19:41.119 --> 0:19:45.399 incredible time at Apple, and it's remarkable that the phone 0:19:45.480 --> 0:19:47.600 was even able to emerge out of this. You think 0:19:47.640 --> 0:19:50.400 about all of those challenges. If any of them had 0:19:50.440 --> 0:19:54.399 been too difficult for the team, there's no iPhone. If 0:19:54.480 --> 0:19:59.440 any group had dissolved because of these sorts of clashes 0:19:59.480 --> 0:20:01.919 that were going with an Apple, there's no iPhone. If 0:20:01.960 --> 0:20:06.360 Steve Jobs had lost confidence in this project, and there 0:20:06.359 --> 0:20:10.000 were plenty of opportunities for that to happen, there's no iPhone. 0:20:10.800 --> 0:20:13.560 So the fact that all of those pieces fell into place, 0:20:14.720 --> 0:20:22.800 it's incredibly remarkable to me. So designs continued to be proposed, tested, tweaked, 0:20:22.880 --> 0:20:26.560 or discarded, and the process was repeated over and over. 0:20:26.680 --> 0:20:31.800 Secrecy remained over the entire team over time for stalls, 0:20:31.840 --> 0:20:34.080 team was able to show that the Mac os pro 0:20:34.320 --> 0:20:37.359 approach was viable, but it took a huge amount of 0:20:37.359 --> 0:20:40.280 hard work to pull it all off, and eventually they 0:20:40.320 --> 0:20:43.720 had it. They shrunk it down, they had a touchscreen interface, 0:20:43.760 --> 0:20:47.000 they had the scale down but functional computer OS on 0:20:47.040 --> 0:20:51.159 a handheld device, and they had cellular connectivity, all fitting 0:20:51.400 --> 0:20:54.600 within the frame of an iPhone designed by Johnny I've 0:20:54.720 --> 0:20:59.400 the actual appearance of the device itself, and as two 0:20:59.440 --> 0:21:03.520 thousand seven approached, Apple prepared to unveil their super secret 0:21:03.600 --> 0:21:07.119 project to the rest of the world. Now that unveiling 0:21:07.240 --> 0:21:10.560 date when they announced the iPhone to the world was 0:21:10.720 --> 0:21:14.800 January nine, two thousand seven, and it took place during 0:21:14.840 --> 0:21:19.199 the now defunct Macworld event in San Francisco. Steve Jobs 0:21:19.200 --> 0:21:23.320 took the stage with the goal of shocking the audience, 0:21:24.000 --> 0:21:27.679 and you can watch this performance. There are plenty of 0:21:27.800 --> 0:21:31.479 videos on YouTube that capture either part of or the 0:21:31.720 --> 0:21:36.080 entirety of Steve Jobs presentation, and he was really coy 0:21:36.200 --> 0:21:39.439 at first. He said that Apple had in the past 0:21:39.640 --> 0:21:44.680 revolutionized technology a couple of different times. In he says, 0:21:45.040 --> 0:21:48.320 they launched the Macintosh computer and that changed home computing 0:21:48.600 --> 0:21:51.600 with the introduction developments like the graphic user interface and 0:21:51.640 --> 0:21:55.320 the mouse, which I point out Apple did not invent. 0:21:56.680 --> 0:21:58.800 The graphic user interface and the mouse were both in 0:21:58.920 --> 0:22:02.639 use at the Xerox Park Research and Development Center years 0:22:02.680 --> 0:22:06.919 before the Macintosh became a thing. But Apple was the 0:22:06.960 --> 0:22:10.959 company that was able to introduce them successfully into the 0:22:10.960 --> 0:22:15.080 consumer market. And really that's what matters is that they 0:22:15.119 --> 0:22:18.120 were able to make it work as a consumer product. 0:22:18.800 --> 0:22:22.720 Other people made it work first, like as an actually 0:22:22.720 --> 0:22:25.320 technologically it could work, but Apple was the one that 0:22:25.359 --> 0:22:27.639 could turn it into something you could sell to people. 0:22:29.119 --> 0:22:31.160 Then Jobs went on to point out that in two 0:22:31.200 --> 0:22:34.159 thousand one they launched the iPod and that marked another 0:22:34.200 --> 0:22:38.040 technological revolution. And again Apple did not invent the MP 0:22:38.160 --> 0:22:41.760 three player. They didn't even invent the portable MP three player, 0:22:42.680 --> 0:22:46.200 but honestly, before the iPod came out, very few people 0:22:46.560 --> 0:22:50.119