1 00:00:00,040 --> 00:00:04,400 This week was Apple's biggest conference of the year, WWDC 2 00:00:04,400 --> 00:00:07,600 2025. And recently Apple's not been in 3 00:00:07,600 --> 00:00:09,320 the news for many positive things. 4 00:00:09,560 --> 00:00:11,960 And spoiler alert, it only got worse. 5 00:00:12,200 --> 00:00:14,680 The conference can only really be described as disappointing at 6 00:00:14,680 --> 00:00:16,760 best. And what made it even worse was 7 00:00:17,200 --> 00:00:20,560 just before the conference, Apple's team launched a research 8 00:00:20,560 --> 00:00:22,760 paper. This research paper basically 9 00:00:22,760 --> 00:00:26,520 took a swipe at all the big AI labs, saying that large language 10 00:00:26,520 --> 00:00:29,560 models never reason, they've only ever memorized. 11 00:00:29,680 --> 00:00:32,320 In today's episode, we're going to discuss the conference, the 12 00:00:32,320 --> 00:00:35,880 research paper, and the fact that Johnny I've, Apple's most 13 00:00:35,880 --> 00:00:39,960 historically important designer ever, has just joined Open AI 14 00:00:40,160 --> 00:00:43,240 and explain why I think this spells a lot of trouble for 15 00:00:43,240 --> 00:00:45,840 Apple. This is in the leap with Jack 16 00:00:45,840 --> 00:00:47,640 Horton. I hope you enjoy the show. 17 00:00:58,960 --> 00:01:03,560 So let's start at this year's big keynote at the Apple WWE C 18 00:01:03,560 --> 00:01:07,920 conference, where usually they would announce the most exciting 19 00:01:07,920 --> 00:01:10,680 new updates and features and strategies of the year. 20 00:01:11,120 --> 00:01:14,240 And you're probably expecting some from VI News or Siri 21 00:01:14,240 --> 00:01:15,840 updates or something really interesting. 22 00:01:16,040 --> 00:01:18,840 So with that in mind, what do we think the big headline was? 23 00:01:18,960 --> 00:01:21,640 In actual fact, their big headline of the year was that 24 00:01:21,640 --> 00:01:24,280 they've revolutionized user interface with something they're 25 00:01:24,280 --> 00:01:27,440 calling Liquid Glass. Now before you get too excited, 26 00:01:28,040 --> 00:01:31,120 let me translate this from marketing speak to human speak. 27 00:01:31,240 --> 00:01:35,640 It basically took a trend called Glassmorphism from 2022 and 28 00:01:35,640 --> 00:01:40,320 probably arguably 2016 Windows and slapped a new brand name on 29 00:01:40,320 --> 00:01:42,160 it just like they did with Apple Intelligence. 30 00:01:42,360 --> 00:01:45,080 If you've never heard of Glassmorphism, it's a design fod 31 00:01:45,080 --> 00:01:48,520 where everything looked like frosted bathroom windows. 32 00:01:49,000 --> 00:01:50,880 Renaming this to Liquid Glass just like their Apple 33 00:01:50,880 --> 00:01:53,320 Intelligence rebrand. It's certainly we should all 34 00:01:53,320 --> 00:01:56,200 start to learn from which is branding is more important 35 00:01:56,200 --> 00:01:58,360 apparently than substance. And if we keep going in this 36 00:01:58,360 --> 00:02:01,400 direction of liquid glass or frosted glass windows and 37 00:02:01,400 --> 00:02:03,800 bathrooms that I guess eventually user interfaces being 38 00:02:03,800 --> 00:02:07,520 visible, which to say the least is not very accessible for those 39 00:02:07,520 --> 00:02:10,720 that are hard of sight, good luck trying to navigate the 40 00:02:10,880 --> 00:02:14,360 Frosted Windows App Store. What I find particularly funny 41 00:02:14,360 --> 00:02:17,960 is that Windows actually did this with Windows Vista about 15 42 00:02:17,960 --> 00:02:20,280 years ago. And anyone that remembers Vista 43 00:02:20,280 --> 00:02:23,200 would know how that turned out. Which is probably the worst 44 00:02:23,200 --> 00:02:24,840 operating system update in history. 45 00:02:24,960 --> 00:02:27,360 And I found some quite funny tweets about this Tom Warren on 46 00:02:27,360 --> 00:02:30,640 Twitter or X sorry, said that I can't wait to not be able to 47 00:02:30,640 --> 00:02:33,680 read anything on the new iPhone. And I think that's someday all 48 00:02:34,080 --> 00:02:36,920 this might make me seem like an Apple hater, which is just not 49 00:02:36,920 --> 00:02:38,720 the case. All I've got an Apple Mac, I've 50 00:02:38,720 --> 00:02:42,880 got an iPhone, I've got an iPad. So I'm actually the opposite. 51 00:02:42,880 --> 00:02:44,480 But I'm incredibly disappointed in them. 52 00:02:44,480 --> 00:02:47,000 And I think to be honest, they're in big trouble. 53 00:02:47,240 --> 00:02:49,760 And I've come on to exactly the reasons I think that is going to 54 00:02:49,760 --> 00:03:02,250 be true. This is why they're in trouble, 55 00:03:02,730 --> 00:03:04,850 because they're so far behind on Siri. 56 00:03:05,970 --> 00:03:08,730 And the fact that they can't have a unified vision of what 57 00:03:08,730 --> 00:03:12,520 Syria is supposed to be is kind of crazy to me because open AI 58 00:03:12,520 --> 00:03:14,600 are literally telling them what they should do, which is a 59 00:03:14,600 --> 00:03:16,720 universal assistant on every single device. 60 00:03:16,920 --> 00:03:19,360 That's what Sam Altman came on a stage, and that's their vision 61 00:03:19,360 --> 00:03:23,000 for what AI is supposed to be. And this isn't just a small 62 00:03:23,000 --> 00:03:25,040 little problem that Apple are facing. 63 00:03:25,040 --> 00:03:27,680 This disaster's been brewing for over a decade. 64 00:03:28,040 --> 00:03:30,840 I think it's a master class on how to completely fumble one of 65 00:03:30,840 --> 00:03:33,680 the biggest tech revolutions probably since the smartphone. 66 00:03:33,800 --> 00:03:36,120 So if we start with Siri, because that's where this whole 67 00:03:36,120 --> 00:03:39,840 mess started. Siri was launched in 2011, so 14 68 00:03:39,840 --> 00:03:43,560 years ago, and somehow it's gotten arguably worse. 69 00:03:44,040 --> 00:03:46,960 And meanwhile, Google have launched their Gemini where they 70 00:03:46,960 --> 00:03:49,280 can actually have real life conversations. 71 00:03:49,280 --> 00:03:51,840 It understands context of the app and the screen. 72 00:03:52,440 --> 00:03:55,480 You can have your camera holding up to things in the real world, 73 00:03:55,480 --> 00:03:56,920 and it can tell you what it sees. 74 00:03:57,120 --> 00:03:58,680 And it integrates in all applications. 75 00:03:58,680 --> 00:04:00,840 And one of the reasons for this complete fumble is that Apple 76 00:04:00,840 --> 00:04:04,360 had been at war with itself for years until very recently. 77 00:04:04,360 --> 00:04:08,720 John G Andrea was head of AI at Apple, and Apple poached this 78 00:04:08,720 --> 00:04:12,280 person from Google in 2018 to run all of Apple's AI efforts. 79 00:04:13,160 --> 00:04:16,399 When this happened, the head of software at Apple, So Craig 80 00:04:16,399 --> 00:04:20,519 Federighi apparently had 0 faith in this person and what he did 81 00:04:20,519 --> 00:04:23,720 is he started a competing AI team. 82 00:04:24,080 --> 00:04:27,040 So that's right, Apple had two separate AI teams in the same 83 00:04:27,040 --> 00:04:29,760 company fighting for the same resources trying to build 84 00:04:29,760 --> 00:04:32,240 competing products. The team under Federighi 85 00:04:32,240 --> 00:04:35,560 actually nicknamed that other team as the Aimless. 86 00:04:36,640 --> 00:04:38,840 So you know that company culture is probably quite problematic 87 00:04:38,840 --> 00:04:41,560 when employees are creating nicknames that are very toxic 88 00:04:41,560 --> 00:04:44,080 and negative about each other. And it gets even better. 89 00:04:44,080 --> 00:04:47,920 When Chachi BT launched, Gee Andrea basically said that LLMS 90 00:04:47,920 --> 00:04:49,680 have very limited utility in the world. 91 00:04:49,800 --> 00:04:52,400 This culture sounds very much like the early days of Apple, 92 00:04:52,400 --> 00:04:55,560 when Steve Jobs was to build this rampaging around Apple, 93 00:04:55,560 --> 00:04:57,800 doing incredible things but being quite divisive. 94 00:04:57,960 --> 00:05:00,800 Now this dysfunction got so bad this year that Tim and Kirk 95 00:05:00,800 --> 00:05:04,160 apparently lost all confidence in Gee Andrea and strict control 96 00:05:04,160 --> 00:05:07,120 of Siri from them. And I actually handed it to Mike 97 00:05:07,120 --> 00:05:10,240 Rockwell, who was the person behind the Vision Pro. 98 00:05:10,240 --> 00:05:12,160 So the Apple Vision Pro, if you remember though, it's the three 99 00:05:12,160 --> 00:05:15,160 and a half $1000 headset that probably about 1000 people 100 00:05:15,160 --> 00:05:17,160 bought. And he goes well beyond just the 101 00:05:17,160 --> 00:05:20,880 culture with their AI efforts, because Apple's internal data 102 00:05:20,880 --> 00:05:24,160 centres are running on about 50,000 GPUs, many of them were 103 00:05:24,360 --> 00:05:27,280 five years old. And the AI teams have been 104 00:05:27,280 --> 00:05:30,240 begging the likes of Google and Amazon just to get enough 105 00:05:30,240 --> 00:05:32,160 computing power to train the models. 106 00:05:33,120 --> 00:05:35,280 So that's the same Google and Amazon they're actually trying 107 00:05:35,280 --> 00:05:37,120 to compete with. And then if we go back in time 108 00:05:37,120 --> 00:05:39,800 when we remember that Apple was promising all these amazing AI 109 00:05:39,800 --> 00:05:43,080 features that are going to be ready for the iPhone 16 launch, 110 00:05:43,080 --> 00:05:47,040 well, it turns out only half of the promised chip budget got 111 00:05:47,040 --> 00:05:50,280 approved because the Apple CFO told the AI team just to do more 112 00:05:50,280 --> 00:05:51,960 with less. So when all the other big 113 00:05:51,960 --> 00:05:55,640 companies see that AI is actually the next big computing 114 00:05:55,640 --> 00:05:59,840 platform and is spending really Big, Apple cut their AI team's 115 00:05:59,840 --> 00:06:03,160 budget in half. Now, I'm not saying spending 116 00:06:03,160 --> 00:06:06,360 more equals better results, but if you're a technology company 117 00:06:06,360 --> 00:06:09,680 and you're not spending more making big bets and willing to 118 00:06:09,680 --> 00:06:13,600 RIP up the entire playbook or business model, I think you're 119 00:06:13,600 --> 00:06:15,720 in deep trouble. The idea of product market fits, 120 00:06:15,720 --> 00:06:19,560 or when a product aligns with a market and a need and a want is 121 00:06:19,560 --> 00:06:23,720 something that every company has lost right now because every 122 00:06:23,720 --> 00:06:27,440 single person's needs and wants are changing so fast because of 123 00:06:27,440 --> 00:06:30,240 this new technology. And what frustrates me most 124 00:06:30,240 --> 00:06:33,680 about Apple right now is that Steve Jobs would have cut 75% of 125 00:06:33,680 --> 00:06:36,440 the fat when it comes to Apple. So he'd have cancelled every 126 00:06:36,440 --> 00:06:38,800 product that wasn't going to deliver triple digit growth. 127 00:06:39,440 --> 00:06:42,480 He would have ruthlessly cut teams and made everyone 128 00:06:42,480 --> 00:06:45,400 incredibly focused and aligned on what was most important. 129 00:06:45,520 --> 00:06:47,600 And he'd guarantee he would have been in the office of the 130 00:06:47,600 --> 00:06:51,240 software and the design teams every single day making sure 131 00:06:51,240 --> 00:06:53,720 this thing happened and this sort of energy with a founder or 132 00:06:53,720 --> 00:06:56,960 a leader or a visionary. He was in the office with the 133 00:06:56,960 --> 00:06:59,480 team day in, day out driving those outcomes. 134 00:06:59,480 --> 00:07:02,680 It's something that Steve Jobs was famous for and I guarantee 135 00:07:02,680 --> 00:07:05,040 something that has been lost over the last few years. 136 00:07:16,090 --> 00:07:17,770 And this comes to the second reason I think they're in 137 00:07:17,770 --> 00:07:20,490 trouble, which is their way of thinking about the world. 138 00:07:20,650 --> 00:07:22,930 And this comes to the point of that research paper. 139 00:07:23,090 --> 00:07:26,800 So Apple know they're behind and their answer wasn't to try and 140 00:07:26,800 --> 00:07:29,120 make big bets. For example, I suggested about, 141 00:07:29,320 --> 00:07:33,040 I think about 10 episodes or so ago, that if I was Apple, I 142 00:07:33,040 --> 00:07:36,400 would spend a huge amount of money to buy an AI lab and just 143 00:07:36,400 --> 00:07:39,560 leapfrog everybody and own our own model. 144 00:07:39,720 --> 00:07:42,520 So we own every inch of the stock and we can triple down on 145 00:07:42,520 --> 00:07:46,880 that user experience across all interfaces in every device 146 00:07:47,240 --> 00:07:49,640 because Apple can own the stock. That's always been their 147 00:07:49,640 --> 00:07:51,920 strategy. And instead they've not done any 148 00:07:51,920 --> 00:07:53,560 of that. They've released a research 149 00:07:53,560 --> 00:07:57,320 paper arguing basically that all these large language models are 150 00:07:57,320 --> 00:07:59,360 rubbish and they're not actually reasoning. 151 00:07:59,560 --> 00:08:03,040 Tim Cook must have genuinely been furious because this became 152 00:08:03,040 --> 00:08:06,040 the backdrop of the conference right around the time of their 153 00:08:06,040 --> 00:08:09,920 annual conference, the WWDC 2025, when everyone was 154 00:08:09,920 --> 00:08:13,480 expecting Apple to have some kind of cool breakthrough. 155 00:08:13,480 --> 00:08:16,680 And instead they dropped a paper called The Illusion of Thinking, 156 00:08:17,160 --> 00:08:20,080 Understanding the strengths and limitations of reasoning models. 157 00:08:20,160 --> 00:08:23,840 Now let me break down what this paper actually claimed, because 158 00:08:23,840 --> 00:08:26,600 it's important to understand. So our researchers tested AI 159 00:08:26,600 --> 00:08:29,720 models on a puzzle called the Tower of Hanoi, which is 160 00:08:29,720 --> 00:08:34,320 basically a game which stacks rings and you have to move disks 161 00:08:34,320 --> 00:08:38,600 from one pole to another without putting a bigger disk on a small 162 00:08:38,600 --> 00:08:40,320 one. It's a logic puzzle with a known 163 00:08:40,320 --> 00:08:43,960 algorithmic solution, and the big finding was that AI started 164 00:08:43,960 --> 00:08:45,640 failing when the puzzle got too complex. 165 00:08:45,640 --> 00:08:48,040 So Claude could handle about 6 discs. 166 00:08:48,400 --> 00:08:50,160 It struggled with 7 and gave up at 8. 167 00:08:50,520 --> 00:08:53,840 And the conclusion was the AI models therefore don't reason, 168 00:08:54,040 --> 00:08:55,680 they just pass a match really, really well. 169 00:08:55,840 --> 00:08:59,200 Now, of course, this was a great day for many AI skeptics, namely 170 00:08:59,200 --> 00:09:03,920 Gary Marcus, who has been quite famous in AI Twitter and social 171 00:09:03,920 --> 00:09:08,280 media circles for trying to make a career out of basically being 172 00:09:08,280 --> 00:09:11,280 incredibly pessimistic about AI, and he tried to call it a 173 00:09:11,280 --> 00:09:14,280 knockout blow for LMS. And obviously lots of people 174 00:09:14,280 --> 00:09:17,680 were sharing this online too. That being said, my personal 175 00:09:17,680 --> 00:09:20,480 opinion plus many researchers I'll go into, is they're just 176 00:09:20,560 --> 00:09:22,200 all revision. It really doesn't matter. 177 00:09:22,280 --> 00:09:24,680 For example, many pointed out that AI models weren't failing 178 00:09:24,680 --> 00:09:27,080 because they couldn't reason, they were failing because they 179 00:09:27,080 --> 00:09:29,920 were hitting token limits, which is the equivalent of running out 180 00:09:29,920 --> 00:09:32,960 of space to write their answers on a piece of paper. 181 00:09:33,120 --> 00:09:36,120 One researcher called Lisa and Avgab actually replicated the 182 00:09:36,120 --> 00:09:39,320 exact experiment and found that models were literally telling 183 00:09:39,520 --> 00:09:42,560 the researchers they couldn't complete the tasks due to the 184 00:09:42,560 --> 00:09:44,920 output constraints. So instead of just giving up, 185 00:09:44,920 --> 00:09:47,280 the models would explain the algorithm for solving the puzzle 186 00:09:47,320 --> 00:09:49,440 and create the code to implement it. 187 00:09:49,560 --> 00:09:52,840 In other words, the AI was smart enough to recognize its 188 00:09:52,840 --> 00:09:55,400 limitations and provide alternative solutions. 189 00:09:55,400 --> 00:09:59,280 But Apple's researchers said they interpreted this as proof 190 00:09:59,280 --> 00:10:03,080 that AI doesn't actually reason. And what was also reported is 191 00:10:03,080 --> 00:10:05,640 that upper researchers actually prevented the AI models from 192 00:10:05,640 --> 00:10:07,320 writing code to solve the problems. 193 00:10:08,400 --> 00:10:11,400 And they acted surprise when the models can solve coding problems 194 00:10:11,400 --> 00:10:13,680 without being allowed to code. And one of the researchers let 195 00:10:13,680 --> 00:10:16,720 the AI models use their full set of capabilities. 196 00:10:16,720 --> 00:10:20,720 So reasoning, researching, writing, coding, they solved the 197 00:10:20,720 --> 00:10:24,120 puzzle really easily even with hundreds of disks. 198 00:10:25,200 --> 00:10:27,840 So my take here is that Apple is really in trouble if it doesn't 199 00:10:27,840 --> 00:10:30,000 start to change its thinking fast again. 200 00:10:30,000 --> 00:10:31,720 This Twitter post sums it up perfectly. 201 00:10:32,080 --> 00:10:35,040 Be Apple, richest company in the world, every advantage 202 00:10:35,040 --> 00:10:37,640 imaginable. Go all in on AI, make countless 203 00:10:37,640 --> 00:10:39,760 promises, get immediately lapped by everyone. 204 00:10:40,040 --> 00:10:42,160 Then two years into the race with nothing to show for it, 205 00:10:42,160 --> 00:10:45,960 you'd give it write a paper up how how it's all fake anyway and 206 00:10:45,960 --> 00:10:48,120 it really doesn't matter. Now I don't think it even 207 00:10:48,120 --> 00:10:51,200 matters if models reason or not because most of us care whether 208 00:10:51,200 --> 00:10:54,640 this model does a thing better than the last model and faster. 209 00:10:55,080 --> 00:10:57,160 Not the academic definition of reasoning. 210 00:10:57,520 --> 00:10:59,400 Now that's not to say these debates shouldn't happen, they 211 00:10:59,400 --> 00:11:02,360 really should. But Apple making this their 212 00:11:02,360 --> 00:11:04,480 issue to focus on is just madness. 213 00:11:05,000 --> 00:11:07,480 They're a consumer company. They care about what everyday 214 00:11:07,480 --> 00:11:10,520 people and customers want to do faster and easier. 215 00:11:21,760 --> 00:11:24,160 And this gets us to the third and final reason I think they're 216 00:11:24,160 --> 00:11:25,840 in trouble. And this one I find particularly 217 00:11:25,840 --> 00:11:27,840 interesting. And the third reason is that the 218 00:11:27,840 --> 00:11:29,800 core business might not be there forever. 219 00:11:29,920 --> 00:11:31,840 And if it is there, it's going to change. 220 00:11:32,000 --> 00:11:33,680 As we've seen. I have very little faith in them 221 00:11:33,680 --> 00:11:36,600 executing and importantly, managing that change. 222 00:11:36,680 --> 00:11:39,120 A good example of this change is Johnny Oliver and Sam Altman. 223 00:11:39,400 --> 00:11:41,600 And now if you don't know Johnny, I've other than probably 224 00:11:41,600 --> 00:11:45,360 Steve Jobs and Tim Cook, there would literally be no Apple 225 00:11:45,360 --> 00:11:48,600 today without him. He was this legendary designer 226 00:11:48,600 --> 00:11:51,840 that came up with his team for most of the concepts between the 227 00:11:51,840 --> 00:11:55,880 iPod, the iPhone, iPod, and basically every iconic Apple 228 00:11:55,880 --> 00:11:58,120 product that ever made the company what it is today. 229 00:11:59,040 --> 00:12:02,600 And he just joined Open AI. So let that sink in from Evan, 230 00:12:02,720 --> 00:12:05,680 Apple's most famous and most important designer ever. 231 00:12:05,760 --> 00:12:09,600 The guy who literally shaped the modern tech aesthetic. 232 00:12:10,080 --> 00:12:13,560 He turned Apple from a computer company into a lifestyle brand, 233 00:12:13,720 --> 00:12:16,720 has now sold his business to Open AI and partnered with Sam 234 00:12:16,800 --> 00:12:20,720 Altman on creating what they call the next generation device 235 00:12:20,720 --> 00:12:23,400 of the AI era. Sam Altman aims to ship 100 236 00:12:23,400 --> 00:12:26,160 million AI devices and thinks that this collaboration could 237 00:12:26,160 --> 00:12:28,320 add a trillion dollars in value to Open AI. 238 00:12:28,320 --> 00:12:31,520 And with a number of leaked meeting recordings, Sam Altman 239 00:12:31,520 --> 00:12:34,440 described their secret device as some of them that will be fully 240 00:12:34,440 --> 00:12:37,600 aware of the user's surroundings, unobtrusive enough 241 00:12:37,600 --> 00:12:41,360 to rest in someone's pocket or a desk, and positioned as a third 242 00:12:41,360 --> 00:12:43,880 core device that a person would put on their desk after a 243 00:12:43,880 --> 00:12:47,120 MacBook and an iPhone. So while Apple is making the 244 00:12:47,920 --> 00:12:50,720 apps on their phones look a little bit more transparent and 245 00:12:50,720 --> 00:12:53,200 publishing papers on how AI doesn't even really work 246 00:12:53,200 --> 00:12:56,480 properly, their former design genius is literally building the 247 00:12:56,480 --> 00:13:00,120 future AI hardware with one of their biggest potential 248 00:13:00,120 --> 00:13:03,440 competitors. Because Open AI is the leader in 249 00:13:03,440 --> 00:13:06,280 consumer AI. That's where a massive chunk of 250 00:13:06,280 --> 00:13:08,800 Open AI's revenue comes from. And this is just one example of 251 00:13:08,800 --> 00:13:11,040 people trying to invent the next consumer device. 252 00:13:11,520 --> 00:13:13,960 Take Meta. They've actually partnered with 253 00:13:13,960 --> 00:13:16,720 Ray Ban on glasses that take great photos and videos. 254 00:13:16,880 --> 00:13:19,920 The audio quality is apparently really good and obviously 255 00:13:19,920 --> 00:13:21,840 they're stylish enough to probably make people wear them 256 00:13:21,840 --> 00:13:25,600 because it's Ray Ban and now Google is doing the exact same. 257 00:13:25,600 --> 00:13:27,280 They're partnering with Warby Parker. 258 00:13:27,400 --> 00:13:30,000 And if Google started shipping very nice looking glasses 259 00:13:30,000 --> 00:13:33,600 powered by Gemini with real time, say, translation, vision, 260 00:13:33,600 --> 00:13:37,280 AI, search and integrate into all of their services, what is 261 00:13:37,280 --> 00:13:39,600 Apple going to compete with Siri? 262 00:13:40,280 --> 00:13:43,040 Now, I can't say if any of these potential devices could really 263 00:13:43,040 --> 00:13:46,200 take over the iPhone, but again, I don't believe that Apple could 264 00:13:46,200 --> 00:13:49,720 react and change and execute properly on this if it did. 265 00:14:01,000 --> 00:14:03,280 So I'll give you one final important tape before I say 266 00:14:03,280 --> 00:14:05,880 goodbye today. I don't think this is about AI 267 00:14:05,880 --> 00:14:07,960 or design language or corporate dysfunction. 268 00:14:08,000 --> 00:14:10,160 I think it's about a company that's built its entire modern 269 00:14:10,160 --> 00:14:13,480 identity on being ahead of the curve and taking existing 270 00:14:13,480 --> 00:14:17,920 technology and making it so much better and redefining entire 271 00:14:17,920 --> 00:14:20,040 product categories. The iPhone wasn't the first 272 00:14:20,040 --> 00:14:22,600 smartphone, but it was one of the few that didn't suck. 273 00:14:22,720 --> 00:14:25,560 Apple's whole thing was let others fumble around and then 274 00:14:25,560 --> 00:14:27,880 we'll turn up and do it. Brian, this time they're turning 275 00:14:27,880 --> 00:14:31,120 up very late, empty handed, relying on other people's 276 00:14:31,120 --> 00:14:33,960 technologies and are spending time publishing research papers 277 00:14:33,960 --> 00:14:37,640 that seem to me quite petty. And the tragic part is this was 278 00:14:37,640 --> 00:14:41,160 avoidable. Siri was around in 2011. 279 00:14:41,480 --> 00:14:42,680 They had a seven-year head start. 280 00:14:42,840 --> 00:14:45,200 But instead of building on that advantage, they let internal 281 00:14:45,200 --> 00:14:48,560 politics and egos and nonsense destroying any potential 282 00:14:48,560 --> 00:14:50,560 progress they could have made. Almost all of this was 283 00:14:50,560 --> 00:14:52,520 happening. Open Eye was just busy changing 284 00:14:52,520 --> 00:14:54,080 the world. I don't want to be completely 285 00:14:54,080 --> 00:14:56,000 unfair here. Apple still makes good products, 286 00:14:56,840 --> 00:15:00,080 but as someone that has loved the way Apple have produced 287 00:15:00,520 --> 00:15:04,760 industrial design at scale and appreciate how difficult it is 288 00:15:04,760 --> 00:15:07,080 to create such incredible products that so many people 289 00:15:07,080 --> 00:15:10,560 love and build their entire brand on, think different. 290 00:15:10,560 --> 00:15:14,120 Well, it just leaves me very disappointed and it's a big 291 00:15:14,120 --> 00:15:16,200 lesson of what not to do if you're a leader of an 292 00:15:16,200 --> 00:15:20,240 organization right now. Embrace focus and start making 293 00:15:20,240 --> 00:15:23,560 bets, otherwise you'll probably regret in a few years. 294 00:15:23,720 --> 00:15:25,960 Anyway, thanks for today. I hope you enjoyed this episode 295 00:15:25,960 --> 00:15:29,160 and as always, share this into a slot channel a WhatsApp chart to 296 00:15:29,160 --> 00:15:33,280 a friend that lives Apple and may want to hear an interesting 297 00:15:33,280 --> 00:15:35,720 perspective. See you next week.