1 00:00:00,440 --> 00:00:02,800 Speaker 1: It's been over ten years since Apple released its very 2 00:00:02,840 --> 00:00:09,120 Speaker 1: first iPhone and remember you know, yeah, you know June 3 00:00:09,240 --> 00:00:12,920 Speaker 1: when um customers were able to get the hands on 4 00:00:13,000 --> 00:00:17,119 Speaker 1: on the units. But it doesn't mean that I love it. 5 00:00:17,160 --> 00:00:18,880 Speaker 1: I love it. One of the best days of my 6 00:00:18,920 --> 00:00:22,319 Speaker 1: life as well. I was thirteen years old at the time, 7 00:00:22,640 --> 00:00:25,600 Speaker 1: right around the time of my bar Mitzvah. I waited 8 00:00:25,600 --> 00:00:27,040 Speaker 1: in line at my dad at an Apple store in 9 00:00:27,080 --> 00:00:29,920 Speaker 1: Los Angeles, and my mom and brother joined us later 10 00:00:29,960 --> 00:00:32,720 Speaker 1: that day. It was actually my parents wedding anniversary, and 11 00:00:32,760 --> 00:00:35,880 Speaker 1: they have never let me forget that I was considerably 12 00:00:35,880 --> 00:00:39,040 Speaker 1: older than thirteen. I was in my in my mid thirties, 13 00:00:39,080 --> 00:00:41,559 Speaker 1: working for the New York Times covering Apple, and we 14 00:00:41,640 --> 00:00:44,360 Speaker 1: actually fanned out and we're talking to people waiting in line, 15 00:00:44,640 --> 00:00:48,400 Speaker 1: and I remember being somewhat dubious about this enthusiastic display 16 00:00:48,520 --> 00:00:51,600 Speaker 1: about what at the time seemed like just another device. 17 00:00:52,640 --> 00:00:54,720 Speaker 1: You have no idea, man, I mean, this is something 18 00:00:57,360 --> 00:01:04,319 Speaker 1: our hours anyone best part It was one in line line, 19 00:01:04,360 --> 00:01:07,880 Speaker 1: but I was that was sleeping outside of my local 20 00:01:08,120 --> 00:01:12,520 Speaker 1: teen T store, local Apple store for days. The line 21 00:01:12,520 --> 00:01:14,759 Speaker 1: starts over there, but it snakes all the way behind 22 00:01:14,800 --> 00:01:17,560 Speaker 1: me around this Manhattan block some of these. Yesterday when 23 00:01:17,600 --> 00:01:19,959 Speaker 1: we were here, there about nineteen people waiting in line 24 00:01:19,959 --> 00:01:22,840 Speaker 1: for this phone. Today, as you can see, hundreds more 25 00:01:25,480 --> 00:01:27,679 Speaker 1: people cheered and yelled as they walked out of the 26 00:01:27,680 --> 00:01:30,319 Speaker 1: store with their new phones for the first time. It 27 00:01:30,360 --> 00:01:34,080 Speaker 1: was a great, if slightly corny moment in technology history. 28 00:01:34,520 --> 00:01:36,720 Speaker 1: But I've always wondered what this moment was like for 29 00:01:36,760 --> 00:01:41,640 Speaker 1: the people on the inside. I ended up I had 30 00:01:41,880 --> 00:01:45,600 Speaker 1: a personal trip to Chicago, so I decided to to 31 00:01:45,720 --> 00:01:50,440 Speaker 1: watch the the unveiling of the first customers from the 32 00:01:50,480 --> 00:01:52,800 Speaker 1: Chicago store. And to this day, I mean, right now, 33 00:01:52,960 --> 00:01:55,840 Speaker 1: just talking about it, my skin, you know, it's getting 34 00:01:55,880 --> 00:01:58,600 Speaker 1: goose bumps, and I remember literally tears just coming down, 35 00:01:59,080 --> 00:02:02,760 Speaker 1: coming down my eye. Right. Everything that we sacrifice, all 36 00:02:02,800 --> 00:02:06,040 Speaker 1: those unseen worth it, you know when you started to 37 00:02:06,160 --> 00:02:09,640 Speaker 1: look at the faces of the customers that were gripping 38 00:02:09,639 --> 00:02:12,520 Speaker 1: through the box and getting the hands on on the 39 00:02:12,600 --> 00:02:19,800 Speaker 1: unit for the first time. Now, ten years and billions 40 00:02:19,840 --> 00:02:22,520 Speaker 1: of dollars in revenue later, Apple is revving up for 41 00:02:22,600 --> 00:02:29,320 Speaker 1: perhaps its most important new phone since that very first release. Hi. 42 00:02:38,760 --> 00:02:41,680 Speaker 1: I am Brad Stone and I'm Mark German, and this 43 00:02:41,760 --> 00:02:44,840 Speaker 1: week on Decrypted will bring you the untold story of 44 00:02:44,880 --> 00:02:48,800 Speaker 1: the original iPhones development. We'll take you inside the room 45 00:02:48,800 --> 00:02:51,919 Speaker 1: when Steve Jobs was making important decisions about the iPhones 46 00:02:52,040 --> 00:02:55,360 Speaker 1: key features. We'll also talk about how Apple recruited its 47 00:02:55,360 --> 00:02:58,200 Speaker 1: engineers from all over the world. We'll even reveal a 48 00:02:58,240 --> 00:03:01,720 Speaker 1: crisis that almost killed the entire project, and these original 49 00:03:01,760 --> 00:03:04,960 Speaker 1: team members relived those final moments before the iPhone was 50 00:03:04,960 --> 00:03:07,280 Speaker 1: announced back in two thousand and seven. We'll give you 51 00:03:07,320 --> 00:03:09,920 Speaker 1: a peek into what goes on inside Apple when the 52 00:03:09,960 --> 00:03:12,680 Speaker 1: company is gearing up to launch a new key product. 53 00:03:12,960 --> 00:03:15,520 Speaker 1: As we approached the unveiling of the next iPhone, there's 54 00:03:15,560 --> 00:03:17,440 Speaker 1: teams of people at Apple going through all of this. 55 00:03:17,639 --> 00:03:20,359 Speaker 1: Right now, this year's model, which is going to be 56 00:03:20,400 --> 00:03:23,720 Speaker 1: a major overhaul, has been much discussed. There's clearly some 57 00:03:23,760 --> 00:03:32,000 Speaker 1: excitement in the air. Stay with us, so let's start 58 00:03:32,080 --> 00:03:35,280 Speaker 1: at the very beginning. The year is two thousand and five. 59 00:03:35,760 --> 00:03:41,440 Speaker 1: Steve Jobs is at the top of his game. Thank 60 00:03:41,480 --> 00:03:47,760 Speaker 1: you very much. It's great to be here. So we've 61 00:03:47,760 --> 00:03:49,600 Speaker 1: got a lot of great stuff for you today, a 62 00:03:49,600 --> 00:03:53,080 Speaker 1: lot of first two. Apple is nearing a transition from 63 00:03:53,160 --> 00:03:56,280 Speaker 1: power PC two Intel chips for Smax. That was a 64 00:03:56,400 --> 00:04:00,440 Speaker 1: huge step forward Apple's on track to announce the ipole Nano, 65 00:04:00,680 --> 00:04:03,920 Speaker 1: which turned out to be a smash hit. Internally, Apple 66 00:04:03,960 --> 00:04:06,800 Speaker 1: was already thinking about how to cannibalize the iPod, which 67 00:04:06,840 --> 00:04:09,880 Speaker 1: already sold tens of millions of units. Six years after 68 00:04:09,960 --> 00:04:13,120 Speaker 1: coming back from the brink of disaster, Apple was growing 69 00:04:13,120 --> 00:04:16,400 Speaker 1: into a technology powerhouse, and part due to Steve Jobs. 70 00:04:16,880 --> 00:04:21,279 Speaker 1: Then Steve dreamed up a new project. Not only were 71 00:04:21,400 --> 00:04:25,640 Speaker 1: we uh you know, asked to you know, develop a 72 00:04:25,680 --> 00:04:29,120 Speaker 1: product of the company had never done before. Uh and 73 00:04:29,120 --> 00:04:32,719 Speaker 1: and literally pick up skill sets. It didn't necessarily exist 74 00:04:32,800 --> 00:04:35,120 Speaker 1: within the company, but we had to do it any 75 00:04:35,240 --> 00:04:40,400 Speaker 1: very aggressive schedule, very aggressive timeline. That's Jose Kong today, 76 00:04:40,480 --> 00:04:44,400 Speaker 1: he runs Plause. It's an HR software startup. Back in 77 00:04:44,440 --> 00:04:48,040 Speaker 1: two thousand five, two of apples most celebrated executives, Steve 78 00:04:48,120 --> 00:04:51,119 Speaker 1: Jobs and Tony Fidel, asked Jose to recruit the team 79 00:04:51,160 --> 00:04:53,960 Speaker 1: that would go on to build the iPhone. You know, 80 00:04:54,080 --> 00:04:56,960 Speaker 1: I remember heading in the first time. Uh. It was 81 00:04:57,279 --> 00:05:01,839 Speaker 1: shocked because one, you know, whole side of the building 82 00:05:02,600 --> 00:05:06,920 Speaker 1: in which the IPOT or the Special Projects Group SPG 83 00:05:07,160 --> 00:05:10,680 Speaker 1: was was house all of a sudden had a wall 84 00:05:10,720 --> 00:05:14,479 Speaker 1: with a batch reader. There was the utmost secrecy around 85 00:05:14,480 --> 00:05:17,760 Speaker 1: the project. It even had a code name Project Purple, 86 00:05:18,320 --> 00:05:20,800 Speaker 1: and only the team involved knew what the product was. 87 00:05:21,600 --> 00:05:23,680 Speaker 1: And that's when I knew that it was serious. That's 88 00:05:23,680 --> 00:05:26,760 Speaker 1: when I knew that it was secretive. UM, I couldn't 89 00:05:26,839 --> 00:05:29,400 Speaker 1: tell anyone. I remember signing a pretty thick n D 90 00:05:29,520 --> 00:05:34,200 Speaker 1: a UH that basically stated that if I leaked any 91 00:05:34,560 --> 00:05:39,160 Speaker 1: knew so any information about this particular project, my boss 92 00:05:39,200 --> 00:05:43,200 Speaker 1: and my boss's boss reliable and you know, potentially looser jobs. 93 00:05:48,080 --> 00:05:50,240 Speaker 1: My name is Andy greg Nun and you and I 94 00:05:50,360 --> 00:05:53,320 Speaker 1: are in half Moon Bay, California, which is just south 95 00:05:53,400 --> 00:05:56,440 Speaker 1: of San Francisco by about twenty minutes if you drive 96 00:05:56,520 --> 00:06:00,800 Speaker 1: real fast. Andy was an up and coming software engineer 97 00:06:00,800 --> 00:06:03,880 Speaker 1: at Apple when the iPhone project started. I met Andy 98 00:06:03,920 --> 00:06:06,880 Speaker 1: at a beachside brewery, which he calls his office. He 99 00:06:06,920 --> 00:06:09,400 Speaker 1: works from a laptop on the bar counter, but he 100 00:06:09,440 --> 00:06:11,440 Speaker 1: reserved a nice back room for us to chat Apple. 101 00:06:11,960 --> 00:06:14,440 Speaker 1: Andy has firsthand knowledge of how hard it is to 102 00:06:14,480 --> 00:06:17,599 Speaker 1: build a phone. His team was responsible for the phone's 103 00:06:17,600 --> 00:06:21,440 Speaker 1: functions that specifically related to making calls. Andy had a 104 00:06:21,440 --> 00:06:25,200 Speaker 1: background developing software, and earlier he actually worked on the iPod. Well. 105 00:06:25,240 --> 00:06:28,279 Speaker 1: He was at another startup, but taking an iPod and 106 00:06:28,320 --> 00:06:31,200 Speaker 1: turning it into a phone, that was a really big challenge. 107 00:06:31,440 --> 00:06:37,479 Speaker 1: Here's Jose I remember, you know, as the recruiter assigned 108 00:06:37,520 --> 00:06:41,200 Speaker 1: to this project. One of the first requisitions that came 109 00:06:41,279 --> 00:06:45,560 Speaker 1: through was for an antenna engineer. Uh, I had no idea. 110 00:06:45,600 --> 00:06:47,920 Speaker 1: I had never recruited for, you know, anything in that 111 00:06:48,000 --> 00:06:52,560 Speaker 1: particular space. Today, almost every phone is trying to look 112 00:06:52,560 --> 00:06:56,039 Speaker 1: like an iPhone, but not. Back then, the BlackBerry ruled 113 00:06:56,080 --> 00:06:58,840 Speaker 1: the land. Business People were certain that they needed a 114 00:06:58,920 --> 00:07:01,880 Speaker 1: hardware key word in their phones. You had phones like 115 00:07:01,960 --> 00:07:06,080 Speaker 1: the Sidekick, um feature phones where keyboards split out. Those 116 00:07:06,080 --> 00:07:08,480 Speaker 1: were popular at the time. There was a lot more 117 00:07:08,560 --> 00:07:11,440 Speaker 1: variety in the phone world, and the idea of a 118 00:07:11,480 --> 00:07:14,160 Speaker 1: piece of glass that you typed on seemed frankly, very 119 00:07:14,200 --> 00:07:16,640 Speaker 1: strange to a lot of people. And don't forget at 120 00:07:16,720 --> 00:07:19,560 Speaker 1: five it was one of the most expensive phones to date, 121 00:07:19,640 --> 00:07:21,760 Speaker 1: but that clearly didn't matter. Yeah, there was a lot 122 00:07:21,760 --> 00:07:24,440 Speaker 1: of skepticism, and it also only worked famously on the 123 00:07:24,440 --> 00:07:27,720 Speaker 1: Singular network, which became a T and T and coverage 124 00:07:27,760 --> 00:07:30,440 Speaker 1: was terrible, right, you know, you had those famous dropped 125 00:07:30,480 --> 00:07:32,480 Speaker 1: calls over the first couple of years, and so I 126 00:07:32,520 --> 00:07:34,880 Speaker 1: think a lot of people, probably particularly the folks up 127 00:07:34,880 --> 00:07:38,440 Speaker 1: in Waterloo, Canada at BlackBerry, they underestimated what the iPhone 128 00:07:38,440 --> 00:07:41,440 Speaker 1: could become. Over the course of the two years, working 129 00:07:41,440 --> 00:07:44,600 Speaker 1: on the iPhone went in cycles. You know, here's the thing, 130 00:07:44,640 --> 00:07:48,560 Speaker 1: I think that a lot of people don't really get 131 00:07:48,600 --> 00:07:56,160 Speaker 1: about development of major projects. Right, there's no one defining 132 00:07:56,240 --> 00:08:01,640 Speaker 1: moment on on a project like this. But some episodes 133 00:08:01,640 --> 00:08:07,000 Speaker 1: were intense. We were looking for UH imaging technology, right 134 00:08:07,080 --> 00:08:10,080 Speaker 1: and at the time Nokia probably had the best team 135 00:08:10,200 --> 00:08:15,400 Speaker 1: in the world. And UH, Steve had become fixated on 136 00:08:15,440 --> 00:08:19,760 Speaker 1: a great candidate that we found who he had met, 137 00:08:20,000 --> 00:08:23,560 Speaker 1: and he wanted to make an offer to him. But 138 00:08:23,880 --> 00:08:26,960 Speaker 1: you know, this is being Apple, This being Steve had 139 00:08:27,000 --> 00:08:30,320 Speaker 1: to be an aggressive opera offering had to be UH 140 00:08:30,360 --> 00:08:34,200 Speaker 1: and over the top production. And so last minute I 141 00:08:34,240 --> 00:08:37,320 Speaker 1: was told, hey, you had a head to Helsinki. You 142 00:08:37,320 --> 00:08:39,880 Speaker 1: have to go meet with this particular candidate so that 143 00:08:39,920 --> 00:08:43,840 Speaker 1: we can make an offer. And so uh, within you know, 144 00:08:43,960 --> 00:08:47,320 Speaker 1: literally a few hours on my way to s Foh 145 00:08:47,480 --> 00:08:50,880 Speaker 1: no luggage, look at my at my itinerary and it 146 00:08:51,040 --> 00:08:53,240 Speaker 1: was basically get their head, dinner and turn around and 147 00:08:53,280 --> 00:08:55,880 Speaker 1: come back. At what point I had the highest level 148 00:08:56,520 --> 00:09:01,800 Speaker 1: of travel recognition with United, so that that should give 149 00:09:01,840 --> 00:09:03,960 Speaker 1: you. You You know, there wasn't a flight that I that 150 00:09:04,040 --> 00:09:06,720 Speaker 1: I wasn't upgrade because I had so many miles that 151 00:09:06,760 --> 00:09:10,160 Speaker 1: I was using. Thanks to Jose's recruitment drive, the iPhone 152 00:09:10,160 --> 00:09:13,000 Speaker 1: team was growing. But you know, I remember one time 153 00:09:13,040 --> 00:09:18,480 Speaker 1: in particular, UM, we were we were doing a quote 154 00:09:18,559 --> 00:09:22,560 Speaker 1: unquote open house. Basically, Jose had gone to Libertyville, Illinois 155 00:09:22,679 --> 00:09:25,800 Speaker 1: or Motorola's offices were they booked a hotel room to 156 00:09:25,800 --> 00:09:28,880 Speaker 1: do a mass meeting of Motorole's engineers. The plan was 157 00:09:28,920 --> 00:09:31,360 Speaker 1: to bring motorole as best engineers and bring them over 158 00:09:31,400 --> 00:09:36,400 Speaker 1: to Apple. I remember getting a call from the legal 159 00:09:36,440 --> 00:09:40,600 Speaker 1: department at Apple basically say Nope, you have to cancel it. 160 00:09:40,800 --> 00:09:43,480 Speaker 1: There's no way that you can go. You know you nope, 161 00:09:43,600 --> 00:09:47,640 Speaker 1: can do it. Uh, it's too aggressive. Um. But at 162 00:09:47,640 --> 00:09:49,840 Speaker 1: the same time I got a call from you know, 163 00:09:49,960 --> 00:09:51,720 Speaker 1: the product side of the house saying, no, no, you 164 00:09:51,800 --> 00:09:55,800 Speaker 1: have to deal. We need these individual's. Uh. Fearing you know, 165 00:09:55,920 --> 00:09:58,920 Speaker 1: being fire for not doing my job, I decided the 166 00:09:58,920 --> 00:10:01,520 Speaker 1: top of the plane and we went. I would fear 167 00:10:01,559 --> 00:10:04,360 Speaker 1: the repercutions of letting Tony and Steve down more than 168 00:10:04,679 --> 00:10:07,240 Speaker 1: the repercussions of the legal department coming down on me. 169 00:10:07,800 --> 00:10:10,480 Speaker 1: Thanks to that open house, Apple ended up bringing over 170 00:10:10,520 --> 00:10:13,080 Speaker 1: a whole bunch of people from Motorola. They went on 171 00:10:13,160 --> 00:10:16,600 Speaker 1: to become key members of the original iPhone team. Now remember, 172 00:10:16,640 --> 00:10:20,119 Speaker 1: at the time, Project Purple is top secret and Motorola's 173 00:10:20,240 --> 00:10:23,880 Speaker 1: offices were in Illinois. Jose was convincing people to relocate 174 00:10:23,920 --> 00:10:27,120 Speaker 1: to California and join Apple, all without telling them even 175 00:10:27,160 --> 00:10:34,439 Speaker 1: what they'd be working on. As the team was closing 176 00:10:34,440 --> 00:10:36,600 Speaker 1: in on the final months before the big unveiling at 177 00:10:36,640 --> 00:10:40,559 Speaker 1: the Macworld conference, something happened. It quickly escalated to the 178 00:10:40,640 --> 00:10:44,719 Speaker 1: level of a full blown crisis with this bug where 179 00:10:44,760 --> 00:10:47,720 Speaker 1: we couldn't reliably keep a phone call going, and to 180 00:10:47,760 --> 00:10:49,800 Speaker 1: the point where you didn't know when it was gonna 181 00:10:50,080 --> 00:10:58,520 Speaker 1: stop when before we announced them in the fall of 182 00:10:59,040 --> 00:11:02,800 Speaker 1: two thousands six, okay, so three months before the phones 183 00:11:03,120 --> 00:11:05,920 Speaker 1: have some some amount of time right inside Apple, this 184 00:11:06,000 --> 00:11:08,480 Speaker 1: was a major problem. Who's going to buy a phone 185 00:11:08,559 --> 00:11:11,320 Speaker 1: that well, I can't make phone calls. There was a 186 00:11:11,320 --> 00:11:13,800 Speaker 1: serious risk that if Andy and his team couldn't fix 187 00:11:13,840 --> 00:11:17,520 Speaker 1: the issue, it could derail the entire project. At this stage, 188 00:11:17,679 --> 00:11:20,360 Speaker 1: with just three months to go, the product should have 189 00:11:20,360 --> 00:11:23,800 Speaker 1: ideally been locked and loaded for its splashy January unveiling 190 00:11:36,600 --> 00:11:39,319 Speaker 1: the chips verified on either side. The chip that made 191 00:11:39,320 --> 00:11:41,199 Speaker 1: the phone call was fine. There's no reason it should drop. 192 00:11:41,440 --> 00:11:44,920 Speaker 1: We had the people you know, from Korea and in 193 00:11:45,000 --> 00:11:48,400 Speaker 1: Germany and in everywhere else who wrote the code that 194 00:11:48,520 --> 00:11:53,120 Speaker 1: made the chip single stepping, along with the deepest technical 195 00:11:53,160 --> 00:11:55,959 Speaker 1: bench we had at Apple. We dragged in people from everywhere. 196 00:11:56,760 --> 00:11:59,680 Speaker 1: But just imagine for a second, you're dragging in colleagues 197 00:11:59,720 --> 00:12:02,319 Speaker 1: to fig this issue. But with all the secrecy around 198 00:12:02,400 --> 00:12:05,840 Speaker 1: Project Purple, they can't know what the product actually is. 199 00:12:06,600 --> 00:12:09,679 Speaker 1: And of course Steve Jobs had to get involved. In 200 00:12:09,720 --> 00:12:12,079 Speaker 1: all the years of experience I had with Steve, sometimes 201 00:12:12,080 --> 00:12:14,840 Speaker 1: when you screw up, you gotta take the verbal lashing. 202 00:12:14,920 --> 00:12:16,880 Speaker 1: He'll scream in holler, and they'll make you feel like 203 00:12:18,040 --> 00:12:22,520 Speaker 1: when you knew you were in trouble, not you personally, 204 00:12:22,559 --> 00:12:24,840 Speaker 1: would you the royal like the program was in trouble 205 00:12:25,280 --> 00:12:30,080 Speaker 1: was when he moved well past screaming and yelling, what's 206 00:12:30,120 --> 00:12:35,520 Speaker 1: past screaming, pensive rocking in his chair, it was you 207 00:12:35,520 --> 00:12:37,800 Speaker 1: you still like you don't really know what to do anymore? 208 00:12:38,800 --> 00:12:42,560 Speaker 1: He knew innately. When we came to him, We're like, 209 00:12:42,840 --> 00:12:45,720 Speaker 1: this is a show stopper. In the end, this problem 210 00:12:45,760 --> 00:12:48,320 Speaker 1: was so difficult that it actually didn't even get solved 211 00:12:48,320 --> 00:12:52,400 Speaker 1: in time, So we ended up shipping with a workaround. Uh, 212 00:12:52,520 --> 00:12:55,199 Speaker 1: for the very first iPhone. We never figured out, by 213 00:12:55,200 --> 00:12:58,960 Speaker 1: the way, until it was after the phones were shipped, 214 00:12:59,000 --> 00:13:03,280 Speaker 1: what the actual core problem was. Luckily, and he found 215 00:13:03,280 --> 00:13:05,280 Speaker 1: a workaround so Apple could stay on track to un 216 00:13:05,280 --> 00:13:28,959 Speaker 1: field the phone at Macworld, which was scheduled for January nine. Seven. Okay, 217 00:13:29,160 --> 00:13:32,640 Speaker 1: so the iPhone team is entering the final stretch. Two 218 00:13:32,679 --> 00:13:34,880 Speaker 1: and a half years of working in secret is about 219 00:13:34,920 --> 00:13:38,000 Speaker 1: to come to an end on January nine. The stress, 220 00:13:38,240 --> 00:13:41,000 Speaker 1: the pressure, the long work hours is starting to get 221 00:13:41,040 --> 00:13:47,560 Speaker 1: to everyone. Steve was expert at finding people who wanted 222 00:13:48,400 --> 00:13:51,680 Speaker 1: to ship a thing above all else, And that and 223 00:13:51,760 --> 00:13:56,320 Speaker 1: above all else goes to not eating, not sleeping, you know, 224 00:13:56,400 --> 00:13:58,719 Speaker 1: not being with your family, you know, not being with 225 00:13:58,760 --> 00:14:00,839 Speaker 1: your partner, not being like you know, you would do 226 00:14:00,960 --> 00:14:03,760 Speaker 1: anything to get this thing up. It's a conscious decision 227 00:14:03,760 --> 00:14:06,959 Speaker 1: I made every day to put all of this ahead 228 00:14:06,960 --> 00:14:10,280 Speaker 1: of everything else. This was a recurring theme for the 229 00:14:10,280 --> 00:14:13,400 Speaker 1: people working on the iPhone. Their personal lives are basically 230 00:14:13,520 --> 00:14:16,080 Speaker 1: on hold until the news of the phone became public. 231 00:14:16,840 --> 00:14:19,240 Speaker 1: You know, from my perspective, it was tough. I mean, 232 00:14:19,400 --> 00:14:22,080 Speaker 1: two thousand and five to two thousand and seven, I 233 00:14:22,200 --> 00:14:24,880 Speaker 1: hardly saw anyone in my life. You know, I didn't 234 00:14:24,880 --> 00:14:27,120 Speaker 1: get to see my family very much. I didn't get 235 00:14:27,120 --> 00:14:30,000 Speaker 1: to see my friends very much. I neglected, you know, 236 00:14:30,080 --> 00:14:33,520 Speaker 1: my relationships. Uh. To this day, yes, I feel guilty 237 00:14:33,520 --> 00:14:38,560 Speaker 1: about missing birthdays uh and special occasions, even weddings. But 238 00:14:39,320 --> 00:14:42,080 Speaker 1: to be honest with you, you know, the iPhone was 239 00:14:42,160 --> 00:14:46,440 Speaker 1: so important. We were so emotionally connected to this project 240 00:14:46,560 --> 00:14:48,000 Speaker 1: that if you had to do it all lover again, 241 00:14:48,040 --> 00:14:51,120 Speaker 1: I would still do the same thing. The big unveiling 242 00:14:51,120 --> 00:14:54,640 Speaker 1: at Macworld was scheduled for January nine, two thousand and seven. 243 00:14:55,040 --> 00:14:58,000 Speaker 1: At this point, there's only a few weeks ago. Steve 244 00:14:58,120 --> 00:15:01,840 Speaker 1: and a small trusted team start preparing the keynote. You know, 245 00:15:01,960 --> 00:15:05,800 Speaker 1: you could cut the tension in the offices with with 246 00:15:05,840 --> 00:15:08,280 Speaker 1: your fingers, with your hands, as I think it was 247 00:15:08,560 --> 00:15:10,800 Speaker 1: because it had to be perfect, right, I mean, this 248 00:15:10,840 --> 00:15:13,560 Speaker 1: is Apple, this is Steve on stage. We can't just 249 00:15:14,480 --> 00:15:19,440 Speaker 1: you know, unveiled the product. You know, the customers, the media, 250 00:15:20,120 --> 00:15:23,840 Speaker 1: the market. Everyone expects this to be a massive theatrical 251 00:15:24,680 --> 00:15:27,920 Speaker 1: you know, unveiling, but for Andy and the team, the 252 00:15:27,960 --> 00:15:31,360 Speaker 1: iPhone still wasn't completely finished. We're there late one night. 253 00:15:31,400 --> 00:15:33,840 Speaker 1: It was you know, Christmas this time, you know, coming 254 00:15:33,880 --> 00:15:39,280 Speaker 1: up late December, before Christmas and before the announcement. So 255 00:15:39,640 --> 00:15:42,880 Speaker 1: it's two thousand six, right December. We're hanging out. There's 256 00:15:43,000 --> 00:15:45,200 Speaker 1: like four of us in the hallway, the way Andy 257 00:15:45,240 --> 00:15:47,440 Speaker 1: tells it. Another colleague walks up to the group and 258 00:15:47,440 --> 00:15:49,920 Speaker 1: starts asking the questions about the status of the iPhone. 259 00:15:50,240 --> 00:15:55,040 Speaker 1: People are exhausted, overworked in the conversation suddenly gets confrontational, 260 00:15:55,880 --> 00:16:02,320 Speaker 1: and that quickly escalated into effectively a yelling match between 261 00:16:02,360 --> 00:16:05,720 Speaker 1: these two people on who had spent less time with 262 00:16:05,760 --> 00:16:09,960 Speaker 1: their kids, Like who had missed what performance, you know, 263 00:16:10,560 --> 00:16:13,600 Speaker 1: Christmas thing or whatever, who hadn't seen this, who didn't 264 00:16:13,600 --> 00:16:16,320 Speaker 1: buy Christmas presents? But whatever? It was just but it 265 00:16:16,400 --> 00:16:21,640 Speaker 1: turned into like this, like clearly pent up frustration of 266 00:16:21,960 --> 00:16:24,680 Speaker 1: just all of it, right, the program, We're not ready, 267 00:16:24,800 --> 00:16:26,800 Speaker 1: you know, I haven't seen my family, I haven't seen 268 00:16:26,840 --> 00:16:29,920 Speaker 1: my kids, like just right, and it just all came 269 00:16:29,960 --> 00:16:34,240 Speaker 1: out and finally this this person was screaming off down 270 00:16:34,240 --> 00:16:38,280 Speaker 1: the hall and goes into off slams the door so 271 00:16:38,360 --> 00:16:44,080 Speaker 1: hard that it breaks the lock. Eventually, the team used 272 00:16:44,080 --> 00:16:46,040 Speaker 1: a steal bat to break down the door and get 273 00:16:46,080 --> 00:16:48,040 Speaker 1: their colleague out, who was stuck on the other side. 274 00:16:48,720 --> 00:16:51,680 Speaker 1: That screaming match happened with maybe a month ago before 275 00:16:51,680 --> 00:16:55,200 Speaker 1: the iPhones January debut. Andy couldn't have been prepared for 276 00:16:55,240 --> 00:16:58,720 Speaker 1: the crisis that still lay ahead. Having worked hard with 277 00:16:58,760 --> 00:17:01,760 Speaker 1: this small number of individ edibles in a very confined 278 00:17:02,320 --> 00:17:06,040 Speaker 1: environment where you couldn't even talk to your family or 279 00:17:06,080 --> 00:17:11,040 Speaker 1: you couldn't talk to other individuals within the company about 280 00:17:11,040 --> 00:17:14,280 Speaker 1: what you were working on, you know, realizing that the 281 00:17:14,400 --> 00:17:18,120 Speaker 1: unveiling was was near. Uh, let me tell you for 282 00:17:18,119 --> 00:17:20,639 Speaker 1: for for for the first phone at least, it was 283 00:17:20,960 --> 00:17:25,879 Speaker 1: probably the most exciting time of my career. It was exciting, sure, 284 00:17:26,000 --> 00:17:28,240 Speaker 1: but Project Purple still had to get through the keynote 285 00:17:28,240 --> 00:17:31,280 Speaker 1: address at McWorld two thousand seven, when Steve Jobs would 286 00:17:31,280 --> 00:17:33,240 Speaker 1: walk out on stage and tell the world what Apple 287 00:17:33,280 --> 00:17:36,760 Speaker 1: has been up to. Remember, Steve had a terrifying reputation 288 00:17:36,840 --> 00:17:40,159 Speaker 1: in the industry as a perfectionist. Keynote addresses had to 289 00:17:40,160 --> 00:17:45,320 Speaker 1: be dramatic and absolutely flawless. Apple prepares months ahead of 290 00:17:45,320 --> 00:17:48,600 Speaker 1: its events, leaving nothing to chance. The company prepares for 291 00:17:48,640 --> 00:17:52,000 Speaker 1: anything and everything that could go wrong. But that doesn't 292 00:17:52,040 --> 00:17:54,960 Speaker 1: mean there haven't been close calls. We're coming up to 293 00:17:54,960 --> 00:18:00,680 Speaker 1: the announcement day in at Musconi and at the time, 294 00:18:00,760 --> 00:18:04,160 Speaker 1: all of the keynotes were staged in this one particular room. 295 00:18:04,240 --> 00:18:06,960 Speaker 1: As he gets closer and closer, as people started to 296 00:18:07,000 --> 00:18:11,399 Speaker 1: practice with Steve for for for the keynote, tensions just 297 00:18:11,480 --> 00:18:15,920 Speaker 1: became a lot higher. You know, you knew, you knew 298 00:18:16,400 --> 00:18:22,240 Speaker 1: that we were getting closer. Uh by the calendars. All 299 00:18:22,280 --> 00:18:27,320 Speaker 1: of a sudden, certain members of our organization, which is unavailable. 300 00:18:30,520 --> 00:18:33,359 Speaker 1: Apple keynotes, which some people call Steve Notes, had become 301 00:18:33,440 --> 00:18:36,480 Speaker 1: major events in the tech industry. Fans and media would 302 00:18:36,480 --> 00:18:38,720 Speaker 1: even wait in line overnight just to get a seat 303 00:18:38,760 --> 00:18:41,040 Speaker 1: inside the event designed to tell you when you can 304 00:18:41,040 --> 00:18:45,560 Speaker 1: wait in line for the actual product. All the laptops used, 305 00:18:45,560 --> 00:18:48,480 Speaker 1: all the cabling, production people were there, but it was 306 00:18:48,520 --> 00:18:50,000 Speaker 1: like instead like this huge room, it was like a 307 00:18:50,000 --> 00:18:52,159 Speaker 1: tiny room and everyone just kind of shat you shoulder 308 00:18:52,200 --> 00:18:56,600 Speaker 1: shoulder with laptops, but it was that exact same equipment configuration. 309 00:18:56,800 --> 00:19:00,480 Speaker 1: Everything was then report was packaged up, labeled, and then 310 00:19:00,560 --> 00:19:08,000 Speaker 1: replicated on the giant Mausconi stage. The Mosconi Center is 311 00:19:08,040 --> 00:19:10,960 Speaker 1: one of San Francisco's giant conference halls. It's right in 312 00:19:11,000 --> 00:19:13,760 Speaker 1: the center of the downtown and on any given year, 313 00:19:13,960 --> 00:19:16,119 Speaker 1: Apple would use Macworld to make a whole range of 314 00:19:16,119 --> 00:19:19,520 Speaker 1: product announcements. The Macworld stage had been used to unveil 315 00:19:19,560 --> 00:19:23,400 Speaker 1: some iPods, the first MacBook Pro, and iTunes. The two 316 00:19:23,400 --> 00:19:26,560 Speaker 1: thousand seven event would also include the Apple TV at 317 00:19:26,600 --> 00:19:30,520 Speaker 1: a new airport extreme Internet router. But the iPhone was 318 00:19:30,520 --> 00:19:33,600 Speaker 1: obviously the main event. And yet Andy and the iPhone team, 319 00:19:33,640 --> 00:19:37,360 Speaker 1: we're up against one huge issue. They were preparing Steve's 320 00:19:37,400 --> 00:19:41,520 Speaker 1: iPhone announcement without having the actual iPhones. We we didn't 321 00:19:41,560 --> 00:19:44,200 Speaker 1: have enough phones because they were building the phones over 322 00:19:44,200 --> 00:19:47,600 Speaker 1: in China. They were being hand carried in suitcases from 323 00:19:47,880 --> 00:19:52,080 Speaker 1: from Vascon. If you're working on the hardware side, um, 324 00:19:52,200 --> 00:19:57,000 Speaker 1: most of the engineers and operations professionals are spending a 325 00:19:57,040 --> 00:19:59,359 Speaker 1: lot of time in the factory in China, right. You know, 326 00:19:59,440 --> 00:20:02,280 Speaker 1: if I had not seeing my family in you know, 327 00:20:02,320 --> 00:20:04,440 Speaker 1: for a couple of years, this individuals may net had 328 00:20:04,440 --> 00:20:07,600 Speaker 1: seen their homes for several months at a time. They 329 00:20:07,640 --> 00:20:10,800 Speaker 1: were under unimaginable pressure to make sure the units coming 330 00:20:10,800 --> 00:20:14,240 Speaker 1: out of the Chinese factories were meticulously finished. The units 331 00:20:14,280 --> 00:20:19,399 Speaker 1: come in from Asia, and the process was, you know, 332 00:20:19,520 --> 00:20:23,520 Speaker 1: Steve and Johnny would put on like these white gloves 333 00:20:24,160 --> 00:20:26,320 Speaker 1: and they would take the units out of out of 334 00:20:26,359 --> 00:20:27,880 Speaker 1: the packaging and all the other stuff, and they would 335 00:20:27,920 --> 00:20:31,280 Speaker 1: inspect them with jeweller's loops and they would grade them. 336 00:20:31,320 --> 00:20:34,200 Speaker 1: So that's Steve jobs of course, and Johnny I've back 337 00:20:34,200 --> 00:20:37,680 Speaker 1: in two thousand seven. Johnny was Apple's chief industrial designer. 338 00:20:38,000 --> 00:20:40,560 Speaker 1: He's actually still at Apple today in a bigger role 339 00:20:40,560 --> 00:20:44,080 Speaker 1: as the company's chief design officer. So each unit got 340 00:20:44,080 --> 00:20:46,359 Speaker 1: a grade. So it started off the best unit that 341 00:20:46,400 --> 00:20:48,359 Speaker 1: we could produce at the time would be a double A, 342 00:20:48,720 --> 00:20:50,400 Speaker 1: and then we go down to an A and then 343 00:20:50,440 --> 00:20:52,679 Speaker 1: B C D. You know they and they are just 344 00:20:52,760 --> 00:20:56,040 Speaker 1: in terms of mostly visual quality, like how how is 345 00:20:56,080 --> 00:20:58,560 Speaker 1: the fit and finish on it, Like does the bezel 346 00:20:58,600 --> 00:21:01,000 Speaker 1: lineup with the cases there? Sky Mars is there? Whatever 347 00:21:01,040 --> 00:21:05,520 Speaker 1: it is? Is everything seated properly and um and so 348 00:21:05,760 --> 00:21:09,879 Speaker 1: like anything below like A B isn't really suitable to 349 00:21:09,880 --> 00:21:12,720 Speaker 1: be on stage or the show. Once Steve and Johnny 350 00:21:12,800 --> 00:21:15,639 Speaker 1: signed off on the hardware, the phones were sent for programming. 351 00:21:16,080 --> 00:21:18,480 Speaker 1: That meant Apple to lay all the software that would 352 00:21:18,520 --> 00:21:23,080 Speaker 1: power the phone. Everybody signs off on it, and UM, 353 00:21:24,200 --> 00:21:26,879 Speaker 1: the team responsible laying down the final software on the 354 00:21:26,880 --> 00:21:30,480 Speaker 1: show units, UH gets gets the building right, and so 355 00:21:30,640 --> 00:21:33,320 Speaker 1: they started. They did a gang programming where they did 356 00:21:33,320 --> 00:21:36,120 Speaker 1: eight units at a time that we could flash right, 357 00:21:36,160 --> 00:21:38,760 Speaker 1: and so again, brand new units off of the floor, 358 00:21:38,880 --> 00:21:41,720 Speaker 1: and they start with the double a's first. They plug 359 00:21:41,800 --> 00:21:47,400 Speaker 1: all of the double A units in and UH software 360 00:21:47,400 --> 00:21:52,600 Speaker 1: goes on and as the flashing process finishes up, they'll 361 00:21:52,640 --> 00:21:58,160 Speaker 1: start rebooting, like just repeatedly rebooting, and then they go dead. 362 00:22:00,359 --> 00:22:10,800 Speaker 1: Turns out there was a buck. This is a day 363 00:22:12,640 --> 00:22:14,760 Speaker 1: I've been looking forward to for two and a half years. 364 00:22:21,640 --> 00:22:25,119 Speaker 1: Every once in a while, a revolutionary product comes along 365 00:22:26,240 --> 00:22:32,000 Speaker 1: that changes everything. I'm January nine seven, Steve Jobs got 366 00:22:32,080 --> 00:22:35,120 Speaker 1: on stage at the Moscony Center and unveiled the iPhone. 367 00:22:35,960 --> 00:22:38,320 Speaker 1: He would begin the event by announcing the Apple TV 368 00:22:38,640 --> 00:22:42,000 Speaker 1: the company set up box. Then the big moment happened. 369 00:22:46,000 --> 00:22:50,440 Speaker 1: We introduced the Macintosh. It didn't just change Apple, it 370 00:22:50,560 --> 00:23:04,800 Speaker 1: changed the whole computer industry. In two thousand and one, 371 00:23:06,080 --> 00:23:13,520 Speaker 1: we introduced the first iPod and it didn't just it 372 00:23:13,640 --> 00:23:15,840 Speaker 1: didn't just change the way we all listen to music. 373 00:23:16,520 --> 00:23:20,399 Speaker 1: It changed the entire music industry. For years leading up 374 00:23:20,400 --> 00:23:23,119 Speaker 1: to two thousand seven, the rumor meal speculated that Apple 375 00:23:23,119 --> 00:23:25,600 Speaker 1: could be writing its entry into the smartphone world, but 376 00:23:25,680 --> 00:23:28,399 Speaker 1: nobody had imagined what a departure the iPhone would be 377 00:23:28,440 --> 00:23:31,240 Speaker 1: from everything else in the market. The iPhone couldn't be 378 00:23:31,280 --> 00:23:34,119 Speaker 1: more different than the rocker phone. For example, an Apple 379 00:23:34,200 --> 00:23:36,600 Speaker 1: Motorola team up that put a version of iTunes on 380 00:23:36,640 --> 00:23:40,680 Speaker 1: a bulky Motorola phone. It was a huge flop. An 381 00:23:40,680 --> 00:23:53,359 Speaker 1: iPod a phone, and an Internet communicator, an iPod a phone. 382 00:23:54,200 --> 00:24:02,120 Speaker 1: Are you getting it? These are not three separate devices. 383 00:24:02,960 --> 00:24:14,800 Speaker 1: This is one device, and we are calling it iPhone today. 384 00:24:17,000 --> 00:24:22,720 Speaker 1: Today Apple is going to reinvent the phone. And here 385 00:24:22,720 --> 00:24:28,080 Speaker 1: it is. And about those perfect iPhones fresh from the 386 00:24:28,080 --> 00:24:31,480 Speaker 1: factory floor, the ones that crashed in Apple's offices when 387 00:24:31,480 --> 00:24:35,080 Speaker 1: they were being meticulously prepped for the keynote day. What 388 00:24:35,160 --> 00:24:37,040 Speaker 1: was supposed to happen with those units was they were 389 00:24:37,080 --> 00:24:40,040 Speaker 1: supposed to be these big glass bell jars that were 390 00:24:40,160 --> 00:24:43,120 Speaker 1: stationed all the way around Mosconi for the people who 391 00:24:43,119 --> 00:24:45,320 Speaker 1: are the invited press and people who were there to 392 00:24:45,400 --> 00:24:47,600 Speaker 1: take a look. And and what was supposed to be 393 00:24:47,640 --> 00:24:50,119 Speaker 1: on them was a little a little video reel that 394 00:24:50,200 --> 00:24:52,200 Speaker 1: was just playing a video over and over and over again, 395 00:24:52,240 --> 00:24:54,040 Speaker 1: that's all. And it was supposed to rotate around, and 396 00:24:54,080 --> 00:24:55,520 Speaker 1: you could you guys could all get up there with 397 00:24:55,600 --> 00:24:58,679 Speaker 1: your cameras and get a super close, tight shot showing 398 00:24:58,720 --> 00:25:00,960 Speaker 1: whatever was on the screen at the time. And there's 399 00:25:00,960 --> 00:25:02,760 Speaker 1: a few of you'll see it in some of the 400 00:25:02,760 --> 00:25:04,920 Speaker 1: photos around. There's a few of them where the screens 401 00:25:04,960 --> 00:25:08,119 Speaker 1: are black. It's because we want we we decided it 402 00:25:08,160 --> 00:25:11,000 Speaker 1: would be better for them to see a finished, polished product, 403 00:25:11,600 --> 00:25:15,760 Speaker 1: not showing the demo reel, than a flawed product. Andy 404 00:25:15,800 --> 00:25:18,760 Speaker 1: couldn't bring the phones back to life. A few months 405 00:25:18,800 --> 00:25:21,159 Speaker 1: after the iPhone launched, and he decided to move on 406 00:25:21,200 --> 00:25:24,520 Speaker 1: to something entirely new. It was another phone, another new 407 00:25:24,560 --> 00:25:27,280 Speaker 1: operating system. He went to Palm to work with former 408 00:25:27,320 --> 00:25:31,000 Speaker 1: Apple executive John Rubinstein on the Palm pre Jose stayed 409 00:25:31,040 --> 00:25:33,520 Speaker 1: with Apple for several years after the iPhone launch, but 410 00:25:33,560 --> 00:25:36,479 Speaker 1: then left the company in two thousand eleven. After Apple, 411 00:25:36,640 --> 00:25:39,240 Speaker 1: he went to Nest, the startup founded by Tony Fidel. 412 00:25:39,680 --> 00:25:42,320 Speaker 1: We mentioned Tony earlier in this episode. He was one 413 00:25:42,320 --> 00:25:45,800 Speaker 1: of the top engineers leading the iPhone team. When Andy 414 00:25:45,840 --> 00:25:49,680 Speaker 1: decided to resign, he had that final conversation with Steve Jobs. 415 00:25:51,000 --> 00:25:53,159 Speaker 1: He made a comment when when he and I parted 416 00:25:53,160 --> 00:25:58,439 Speaker 1: ways at the end, he made a comment, He's like, um, 417 00:25:58,480 --> 00:26:02,000 Speaker 1: I should have fired you that night, like referring to 418 00:26:02,480 --> 00:26:04,879 Speaker 1: the night that we had put the we'd put the 419 00:26:04,880 --> 00:26:07,720 Speaker 1: bats off for out And I knew exactly what he 420 00:26:07,760 --> 00:26:17,359 Speaker 1: was talking about, and he was livid over that. Once 421 00:26:17,400 --> 00:26:19,720 Speaker 1: the iPhone was on the market, you and I know 422 00:26:19,800 --> 00:26:22,800 Speaker 1: most of the story. It wasn't just a success. It 423 00:26:22,840 --> 00:26:26,080 Speaker 1: didn't just change the phone market. It changed all of computing. 424 00:26:26,359 --> 00:26:29,920 Speaker 1: It tilted the computing world away from PCs and desktops 425 00:26:30,119 --> 00:26:32,840 Speaker 1: and towards these slabs of plastic and glass that we 426 00:26:32,960 --> 00:26:36,320 Speaker 1: now all carry in our pockets. So far, we've been 427 00:26:36,320 --> 00:26:40,040 Speaker 1: through over ten generations of the iPhone. Apple sold over 428 00:26:40,080 --> 00:26:42,800 Speaker 1: one point two billion phones in that time, and the 429 00:26:42,840 --> 00:26:45,960 Speaker 1: phone has made hundreds of billions of dollars for Apple. 430 00:26:46,440 --> 00:26:53,000 Speaker 1: And of course many other players have entered the smartphone market. Samsun, Google, HDC, Huawei, 431 00:26:53,200 --> 00:26:56,119 Speaker 1: show me. These are some of the biggest smartphone brands around, 432 00:26:56,280 --> 00:26:59,040 Speaker 1: and everyone from Microsoft to Amazon has tried to win 433 00:26:59,080 --> 00:27:04,280 Speaker 1: a piece of this lout cretive market for themselves. You know, 434 00:27:04,920 --> 00:27:07,920 Speaker 1: the smartphone has become more more of a commodity, even 435 00:27:07,920 --> 00:27:11,720 Speaker 1: though there are so many great um competitors out there 436 00:27:12,200 --> 00:27:16,360 Speaker 1: with with with with with great solutions themselves. Uh. To me, 437 00:27:16,560 --> 00:27:20,480 Speaker 1: I'm still blown away at the fact that that team 438 00:27:20,560 --> 00:27:25,680 Speaker 1: continues to put out products that gathers so much you know, interest, 439 00:27:26,000 --> 00:27:34,240 Speaker 1: so much attention, so much revenue. But what about the 440 00:27:34,280 --> 00:27:38,280 Speaker 1: iPhone eight? I'm excited, you're excited, well, Mark, as you know, 441 00:27:38,520 --> 00:27:41,680 Speaker 1: I have always been an Android, but you're still excited. 442 00:27:41,720 --> 00:27:44,119 Speaker 1: I'm of course excited. No, it's always interesting to see 443 00:27:44,359 --> 00:27:46,840 Speaker 1: what Apple does next, how they package all the leading 444 00:27:46,840 --> 00:27:50,840 Speaker 1: components into into these devices that people really love. And 445 00:27:50,880 --> 00:27:53,320 Speaker 1: the new iPhones design is going to be pretty slick, right, Well, 446 00:27:53,359 --> 00:27:55,520 Speaker 1: you tell me, because you're kind of a soothsayer on this. 447 00:27:55,960 --> 00:27:57,880 Speaker 1: Why are they Why are they going to release three 448 00:27:57,920 --> 00:28:01,240 Speaker 1: different iPhones? Isn't that isn't a little bit unusual for 449 00:28:01,280 --> 00:28:03,440 Speaker 1: the company? Yeah, that's that might be a little bit much. 450 00:28:03,440 --> 00:28:05,360 Speaker 1: But what they're doing here is they're going to upgrade 451 00:28:05,400 --> 00:28:09,439 Speaker 1: the seven plus and the regular seven to a higher 452 00:28:09,520 --> 00:28:12,000 Speaker 1: end version of that with a faster processor. Then they're 453 00:28:12,000 --> 00:28:14,480 Speaker 1: gonna have a premium model to come over that that's 454 00:28:14,480 --> 00:28:16,520 Speaker 1: going to be the third phone. That's the big one. 455 00:28:16,560 --> 00:28:18,560 Speaker 1: That's the one everyone is, the one that has the 456 00:28:18,600 --> 00:28:21,040 Speaker 1: so called O L E D screen. That's right. Why 457 00:28:21,119 --> 00:28:22,920 Speaker 1: is that a big deal? Because it looks so much 458 00:28:22,960 --> 00:28:25,560 Speaker 1: better and because the screen technology is so advanced, it 459 00:28:25,600 --> 00:28:27,600 Speaker 1: allows them to chop off the top and the sides, 460 00:28:28,000 --> 00:28:30,040 Speaker 1: so you'll be able to get a phone that's about 461 00:28:30,040 --> 00:28:32,919 Speaker 1: the size of the iPhone seven but with a screen 462 00:28:32,960 --> 00:28:35,040 Speaker 1: size bigger than the one on the iPhone seven plus, 463 00:28:35,280 --> 00:28:38,440 Speaker 1: so you're getting more in less space and face recognition. 464 00:28:38,480 --> 00:28:40,160 Speaker 1: What is what is that? Because that's going to be 465 00:28:40,160 --> 00:28:42,280 Speaker 1: on the new iPhone as well? Right, So the phone 466 00:28:42,320 --> 00:28:44,120 Speaker 1: will be able to look at you, it'll know who 467 00:28:44,160 --> 00:28:46,080 Speaker 1: you are, and it says, if this is Mark's phone 468 00:28:46,200 --> 00:28:48,480 Speaker 1: is gonna unlock. I'm saying Mark, because I assume you're 469 00:28:48,480 --> 00:28:50,040 Speaker 1: not going to get one. Can I say one more 470 00:28:50,080 --> 00:28:52,320 Speaker 1: thing about the introduction of the iPhone because this is uh, 471 00:28:52,760 --> 00:28:54,920 Speaker 1: I'm almost embarrassed to say this, but it's a measure 472 00:28:55,280 --> 00:28:58,800 Speaker 1: of how underestimated was at the time. In that January 473 00:28:58,840 --> 00:29:01,800 Speaker 1: event when the iPhone was in views, I actually was 474 00:29:01,880 --> 00:29:04,240 Speaker 1: covering consumer Electronics for The New York Times at the time. 475 00:29:04,280 --> 00:29:07,320 Speaker 1: I was at CS in Las Vegas. During the keynote, 476 00:29:07,360 --> 00:29:09,960 Speaker 1: I just checked my records. It's kind of amazing to 477 00:29:10,000 --> 00:29:12,920 Speaker 1: me that I was among all those companies and products 478 00:29:12,960 --> 00:29:15,320 Speaker 1: that didn't end up making an impact, and here in 479 00:29:15,360 --> 00:29:30,640 Speaker 1: San Francisco where I lived, history was happening. And that's 480 00:29:30,680 --> 00:29:33,760 Speaker 1: it for this week's episode of Decrypted. Thanks for listening. 481 00:29:34,040 --> 00:29:36,880 Speaker 1: We also have a correction to me. In our previous episode, 482 00:29:36,920 --> 00:29:40,600 Speaker 1: we said that hydrogen typically has one neutron. Mark German 483 00:29:40,880 --> 00:29:43,680 Speaker 1: correct or incorrect? Well, brad Stone, if you're reading it, 484 00:29:43,880 --> 00:29:46,440 Speaker 1: I guess that it's incorrect. Yes, good guests. The most 485 00:29:46,520 --> 00:29:50,000 Speaker 1: common version of hydrogen, in fact, actually has no neutrons, 486 00:29:50,160 --> 00:29:53,160 Speaker 1: while it's other ICEO hopes deuterium and tritium at one 487 00:29:53,440 --> 00:29:57,280 Speaker 1: and two neutron's respective. Many of you must be listening 488 00:29:57,280 --> 00:29:59,840 Speaker 1: to this on an iPhone. Are you excited about the 489 00:30:00,040 --> 00:30:02,280 Speaker 1: phone eight? We want to know what you think. Get 490 00:30:02,280 --> 00:30:04,720 Speaker 1: in touch with us at Decrypted at Bloomberg dot net, 491 00:30:05,080 --> 00:30:07,360 Speaker 1: or tweet at me. I'm on Twitter at Mark German 492 00:30:07,640 --> 00:30:10,680 Speaker 1: and I'm at brad Stone if you haven't already subscribed 493 00:30:10,680 --> 00:30:13,080 Speaker 1: to our show. Wherever you get your podcast, and while 494 00:30:13,120 --> 00:30:15,920 Speaker 1: you're there, please leave us a rating and review. This 495 00:30:15,960 --> 00:30:17,760 Speaker 1: goes a long way to get this show in front 496 00:30:17,760 --> 00:30:21,520 Speaker 1: of more listeners. This episode was produced by Pia Getgary, 497 00:30:21,840 --> 00:30:25,160 Speaker 1: Liz Smith and Magnus Henrickson. I'm running a whole series 498 00:30:25,240 --> 00:30:27,320 Speaker 1: of special stories around the launch of the new iPhone 499 00:30:27,760 --> 00:30:30,160 Speaker 1: thanks to Robin Agello and Alis for Barford the help. 500 00:30:30,800 --> 00:30:33,240 Speaker 1: You can read them at Bloomberg dot com slash Technology. 501 00:30:33,640 --> 00:30:36,760 Speaker 1: Alec McCabe is head of Bloomberg Podcasts. We'll see you 502 00:30:36,760 --> 00:30:37,440 Speaker 1: all next week.