All posts in “Steve Jobs”

Apple CEO Tim Cook remembers Steve Jobs in heartfelt commencement speech

Tim Cook remembered Steve Jobs in a speech at Duke University.
Tim Cook remembered Steve Jobs in a speech at Duke University.

Image: Getty Images/justin sullivan

Apple CEO Tim Cook turned to a familiar source when it came to offering advice to the class of 2018.

Speaking at the commencement ceremony at Duke University, Cook encouraged the students in attendance to learn from the example set by Apple founder Steve Jobs. 

“No big challenge has ever been solved, and no lasting improvement has ever been achieved unless people dare to try something different, dare to think different,” Cook said echoing the words of Apple’s famous marketing campaign. 

“I was lucky to learn from someone who believed this deeply, someone who knew that changing the world started with following a vision, not a path. 

“Steve’s vision was that great ideas come from a restless refusal to accept things as they are.”

Apple’s top executive also used the speech as an opportunity to, once again, subtly diss all the tech companies that don’t respect users’ privacy (ahem, Facebook).

“We reject the excuse that getting the most out of technology means trading away your right to privacy,” he said. “So we choose a different path, collecting as little of your data as possible, being thoughtful and respectful when it’s our care because we know it belongs to you.”

Privacy wasn’t the only issue of the day Cook referenced in the wide-ranging speech. He also spoke about climate change (which, yes, included another plug for Apple), gun violence, the #metoo movement, and the “deep inequality” that faces many Americans.

He concluded with a call for students to “find your fearlessness.” 

“If you hope to change the world, you must find your fearlessness,” he said. “Fearlessness means taking the first step even if you’re not sure where it will take you.”

You can watch the full speech in the video, below.

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Apple said to debut voice-activated Siri AirPods in 2018, water-resistant model in 2019


Apple is preparing a couple of updating models of AirPods, according to Bloomberg. The popular fully wireless earbud-style headphones that Apple introduced last year are currently on track for a refresh in 2018 with the addition of a new version of the “W” line of chips that Apple created specifically to manage and improve Bluetooth-based connections between gadgets.

The 2018 hardware refresh would include not only an improved W chip (possibly the W2 added to the Apple Watch last year, or perhaps even a W3) but also the ability to activate Siri just by voice, rather than by physically tapping the AirPod in your ear, as is the case currently.

Like with Amazon’s Echo devices or the iPhone, a user would be able to trigger the virtual assistant simply by saying the wake word aloud – “Hey Siri,” in this case. That would indeed to a step-up in terms of shifting AirPods to a voice-first interface device.

As for the successor currently planned for 2019 (though Bloomberg notes those plans could easily change between now and then), it will add a new level of water-resistance, which Bloomberg reports will be designed to protect against “splashes of water and rain,” rather than full submersion like the current Apple Watch.

AirPods are doing well by all accounts, so putting them on an update cycle similar to the iPhone and other of Apple’s high-demand products seems fairly logical. It’ll be interesting to see if customers choose to upgrade in the same way they do with Apple’s other high selling devices, and what other updates might be in store (please made variable fit tip design, Apple, so that I can finally wear these things without requiring a little foam sleeve).

Apple and Android are destroying the Swiss Watch industry


In Q4 2017 – essentially during the last holiday season – market research firm Canalys found that more people bought Apple watches than Swiss watches. Two million more, to be exact. Brian Heater has more data but this news is quite problematic for the folks eating Coquilles St-Jacques on the slopes of the Jura mountains.

The numbers are estimates based on market data but they still point to a trend. In Q1 2016 Apple shipped 1.5 million watches to Switzerland’s 5.9 million. The intervening quarters were about the same until the launch of the Apple Watch 3 in September 2017, just in time for holiday shopping. The boost of a new phone and a new watch at the same time meant a perfect storm for upgraders, driving the total number of Apple Watches sold past the Swiss watch sales numbers.


This switch does not mean Apple will maintain that lead – they have one product while Switzerland has thousands – but comparing a single company’s output to an entire industry’s in this case is telling.

Wearing watches is, as we all remind each other, is passé.

“I check the time on my phone,” we said for almost a decade as phones became more ubiquitous. Meanwhile watch manufacturers abandoned the low end and began selling to the high end consumer, the connoisseur.

Take a look at this chart:

Sales of low- to mid-tier watches – and a mid-tier watch can range in price between $500 and $3,000 (and I would even lump many $10,000 watches in the mid-tier category) – were stagnant while the true cash cows, the expensive watches for the ultra-rich, fell slowly from a high in 2014. This coincides with falling purchases in China as what amounted to sumptuary laws reduced the number of expensive gifts given to corrupt officials. Sales are up as December 2017 but don’t expect much of a bump past the current slide.

As a lover of all things mechanical – I did ruin a few years of my life writing a book about a watch – I look at these trends with dismay and a bit of Schadenfreude. As I’ve said again and again the Swiss Watch industry brought this on itself. While they claim great numbers and great success year after year the small manufacturers are eating each other up while nearly every major watch brand is snooping around for outside buyers. There is no money in churning out mechanical timepieces to an increasingly disinterested public.

As time ticks ever forward things will change. The once mighty Swiss houses will sink under the weight of their accreted laurel-resting and Apple will move on to embedded brain implants and leave watches behind. The result, after a battle that raged for more than four decades, will be a dead Swiss industry catering to a world that has moved on.

Apple’s iMac Pro is a love letter to developers

T

he iMac Pro exists because it turns out that there is a lot of air underneath the aging Mac Pro and above the incredibly popular MacBook Pro. A single-digit percentage of Mac customers buy the Mac Pro and, in recent years, Apple had been seeing a major rise in “pro” customers of all shades purchasing iMacs because of their incredible screens, all-in-one form factor and overall ease of deployment.

Given that there was such an appetite for a beefier computer in this pocket of hardware, and given that it was already in motion to re-think the Mac Pro entirely, Apple decided to see exactly how ridiculous it could get with iMac performance inside what is essentially the exact same shell as the current machines — with a nice coat of color treatment and a few additional cosmetic differences.

Mac Pro Reset

You may recall that back in April of this year, Apple was abnormally candid about its failures with the Mac Pro. It had painted itself into a corner with that design, and needed to go back to one to re-think its approach. During that session, Apple executives told a roundtable that they were also rethinking what it meant to be a professional customer of Macs.

“First of all, when we talk about pro customers, it’s important to be clear that there isn’t one prototypical pro customer. Pro is such a broad term, and it covers many many categories of customers. And we care about all of these categories, and there’s a variety of different products those customers want,” says Schiller. 

Apple iMac Pro

Apple iMac Pro

“There’s music creators, there’s video editors, there’s graphic designers — a really great segment with the Mac. There’s scientists, engineers, architects, software programmers — increasingly growing, particularly our App development in the app store. So there are many many things and people called pros, Pro workflows, so we should be careful not to over simplify and say ‘Pros want this’ or ‘don’t want that’ — it’s much more complex than that.“

Schiller said that 15% of Mac customers use professional apps multiple times a week and 30% use them in some manner. And the large majority of those pros use MacBooks. However, the iMac was beginning to be disproportionately used by pros who either found the screens or form factor compelling or found the pace of updates of the Mac Pro stagnant.

“So many of our customers were moving to iMac that we saw a path to address many, many more of those that were finding themselves limited by Mac Pro through a next generation iMac,” said Apple’s Craig Federighi, “And [we] really put a lot of our energy behind that. [But,] while that [upgraded iMac] system is going to be fantastic for a huge number of customers — we want to do more.”

That more will be the upcoming Mac Pro. But the now is the iMac Pro — a machine that will hold an allure for pros looking for a beefy piece of hardware that can handle demanding tasks from rendering to medical imaging to VR — but that also holds some clues for the future of all of Apple’s Macs.

iMac Pro

I was able to see the iMac Pro and its new space grey accessories in New York yesterday, along with a series of demos from pros that Apple seeded with the machines for a few days to allow them to get a feel for what kinds of gains they would see from it.

The machine itself is physical a near match for the current iMac, aside from the dark grey finish.

The rear ports are definitely different, of course. You have 4 Thunderbolt 3 ports, which run on two separate controllers, 2 ports each. So you should get blazing speeds on those whether they’re used for e-GPUs or storage or displays. There are 4 USB 3.0 A ports and SD slot and, for the first time ever, a 10 Gigabit ethernet port right on the back.

The 5k display is the same as the one that ships with current iMacs. You can order 1, 2 and 4 Terabyte SSD options with the new machine for storage.

Another change is the fact that you can now remove the stand from the iMac entirely and VESA mount it. Previously, you had to either use an after-market solution to mount an iMac or order it specially from the factory with the stand deleted, allowing for mounting.

Apple iMac Pro back

Apple iMac Pro back

 

Configurations

Not every configuration of the iMac Pro will be available to order today online and in stores next week. You’ll be able to get the 8 and 10-core Intel Xeon W versions of the machine with any other memory, graphics or storage options you like, but the 14 and 18-core editions are just orderable now for delivery in January. Those new core configurations are previously unannounced options. Each has 1MB of L2 and 1.365MB of L3 cache.

To be clear: you can order any options the iMac offers today, except for the two higher-core processors. This, it turns out, is not that big of a limitation as the 10-core should really be the sweet spot anyway. The 10-core model offers the highest turbo speeds at 4.5GHz for single threaded performance and supports hyper threading, allowing 20 threads at a time to operate on tasks. This is enough to enable real-time playback on an 8k Red Weapon footage file in ProRes 4×4, for instance – or a 140 track Logic file.

The higher-core options are really best suited for applications that take full advantage of so many lower frequency cores. Machine learning or AI applications that use the multiple CPU cores to schedule jobs for the GPUs, for instance, or rendering pipelines for external GPUs now supported by iMac.

Apple iMac Pro camera

Apple iMac Pro camera

If you’re not sure what to order, go 10-core. You’ll be able to jack the memory up to 128GB (non upgradeable by users, but upgradeable at a service center or store) and get the beefier Vega 64 graphics cards offered to end up with an incredibly impressive machine.

The Vega 56 and 64 options are absolutely the most powerful graphics cards that have ever been included in a Mac and I was able to see demanding VR applications, rendering tasks and real-time manipulation of 3D and video that would be completely impossible on any other iMac hardware — and would chug on the relatively beefy PC I use for VR currently.

These new processors support AVX-512 instructions as well, which will give developer users of multi-core iMac Pros a nice “free” performance bump if they’re using Apple libraries (or manually calling the instructions themselves).

The most interesting piece of hardware from an overall perspective, however, isn’t the more exotic graphics or processor options, but a system controller chip called the T2.

T2 and security

The T2 is an iteration of the T1 chips that are in current MacBooks, but it brings more functions of the machine into the fold. It controls the ISP that runs the 1080p camera, the audio controller including the 4 microphones and the louder speakers, the SSD controller and, importantly, the Secure Enclave that’s included in the iMac Pro.

The SE handles real-time automatic encryption for the SSD. This means hardware-based encryption with zero hit on the CPU, something that was always a compromise of FileVault. If your SSD is separated from the SE it cannot be read. If you want an additional layer of protection, you can also still use FileVault to inject your user key into the mix, preventing target disk access.

The T2 also validates the entire boot process (an option that can be disabled) from start to finish, preventing injection attacks at a physical access level.

The T2’s additional layers of security are absolutely coming to the rest of the Mac line. That’s a personal prediction, btw, Apple wouldn’t say. But duh. It struck me, though, that this beefier security which has built-in protections against sophisticated attackers, would be very popular in government or research applications. If I’m a buyer with security heightened needs, issa bulk buy, imo.

Which brings us to the real question.

Who is the customer?

The demos that Apple had lined up tell the tale of who they’re pitching this machine to. Four different VR applications, several render-heavy workflows that were upgraded from minutes or hours of waiting to real-time on the iMac Pr and a session with a bunch of simultaneous multi-device simulators running on top of browser tests running in emulators of Windows and OS X machines all while compiling Linux from source – and nary a fan was heard spinning up.

Survios showed off Electronauts, its music creation/rhythm game hybrid on a Vive, which added support via steam earlier this year. Using a full-fledged VR application from one of the best developers in the field on a Mac was a treat. I’ve run VR systems on my iMac and it has never been a pleasant experience. Sitting at my desk now I have an entire PC tower just to the right of my legs almost solely to support the multiple headsets I run. It will be great to be able to move back to a single machine for gaming and VR for me. But, more importantly, the iMac Pro is now suddenly a viable option for VR developers.

This becomes important in mixed-pipeline environments, pointed out Oluwaseyi Sosanya of 3D design tool Gravity Sketch. Because they’re super focused on supporting the automotive industry, they’re used to designers having to leave the Mac to jump to their modeling tools and then back to the Mac where they love to design. The iMac Pro plugs that gap and makes it easier for designers to adopt digital modeling tools that would normally have relied on a PC workflow being inserted into the process.

Some folks from Cinema 4D were on hand to talk about stacking external GPUs onto the Thunderbolt arrays, ramping up and down on the complexity of a scene, enabling them to work in real rendered viewports which took only a few seconds to get a usable frame and a few minutes to display at production quality — something that would normally require shipping off to a render farm and waiting.

Real-time or near-real-time rendering of architectural scenes, medical imaging and digital compositing also showed off the machine’s power.

OsiriX MD

The messaging was interesting to me. It was absolutely, clearly, a love letter to developers. Most of the Mac and iOS developers I know use iMacs or MacBook Pro machines – especially given the limited nature of the Mac Pro as it exists now. And given that Apple says the Mac Pro will focus on ‘modularity’, I think that the iMac Pro is going to be one of the most powerful integrated machines of its generation.

There’s nothing here that recommends waiting for a software developer. I really believe that the Mac Pro will fall much more on the industrialized spectrum than in previous generations. The pricing is comparable to build-your-own options, and you don’t get Apple’s all-in-one system tricks like the T2. And while the price tag is nothing to joke about — $4,999 to start — it’s a drop in the bucket for the medical and professional industries. A $700 seat of OsiriX and an iMac Pro to stack slices of a CAT scan into a real-time 3D model of a vascular system in distress is nothing to a surgeon looking for more precision.

And, of course, Apple’s own data supports that there was a chunk of open air underneath the Mac Pro, even at its newest.

All of the benchmarks and, hopefully, real-world stress tests, will follow to tell us exactly how well the iMac Pro pays off on its promises, but so far it’s looking like Apple has a powerful new machine to plug its leaky pro hole.

Apple finally lets visitors onto its ‘spaceship’ campus

Steve Jobs’ last big project is finally ready for the public — but you have to go to Cupertino to see it.

I’m talking, of course, about Apple’s famed “spaceship” campus. Though employees moved in months ago, and Apple launched the iPhone X in the newly minted Steve Jobs Theatre, none of the campus has been open to the public — until now.

On Friday, Apple officially opened the doors of Apple Park’s Visitor Center — the public face of the company’s storied new headquarters — and the Apple faithful were there in full force to savor the moment.

When Apple opened the doors to the space, which includes a retail space, coffee shop and roof deck, the first visitors breezed right past tables full of iPhone Xs, Apple Watches, and MacBooks and instead headed straight for a wall of Apple-branded T-shirts, baby onesies, tote bags, and postcards.

Like the retail store at Apple’s old Infinite Loop headquarters, the swag at Apple Park is a far cry from brightly-colored tchotchkes and T-shirts with cheeky sayings (e.g. “I visited the Apple Campus. But that’s all I’m allowed to say”) that filled Apple’s old company store. 

Instead, there are a handful of $40 tees emblazoned with either a simple Apple logo or that of Apple Park. The ones with the retro, rainbow Apple logo were particularly popular — employees were restocking the shelves within the first hour of the store’s opening. 

Image: mashable/karissa bell

Image: MASHABLE/KARISSA BELL

There are also Apple tote bags ($25), baby onesies ($20) and, curiously, plain black and white hats ($40). I say plain, but, of course, they’re much more than that. A special collaboration between Apple and New Era, the caps were designed without the top button most hats have in order to better accommodate Beats headphones.

For the truly hardcore fans, there are $20 packs of postcards featuring Apple products old and new, from iPhones and Apple Watches to the candy-colored iBooks. Or, you can opt to buy a smaller, $10 set of “memory cards,” also emblazoned with classic Apple gear. I’m not actually sure what these are for — they look like playing cards, even though they aren’t — but people will likely scoop them up anyway.

The retail area is flanked on either side by a cafe and an open “exhibition space.” The cafe has a large espresso bar that also serves a handful of snacks, but no drip coffee. There are no menus or cash registers, just a handful of iPads, which serve both purposes.

Image: mashable/karissa bell

Image: MASHABLE/KARISSA BELL

The cafe is roomy with lots of seating both inside and out. (Just don’t try to do anything other than sit in the cafe chairs — at one point during my tour, an overzealous photographer attempted to stand on one, only to have an Apple employee rush over and admonish him, muttering that “these are $1,000 chairs.”) 

On the far end of the visitor space is an open “exhibition area,” home to a large 3D model of the “spaceship” HQ. Apple doesn’t let the public into the spaceship, but, thanks to the model, they can explore the grounds via an augmented reality iPad app.

Image: MASHABLE/KARISSA BELL

Hold the iPad in front of the model and the app will let you “look inside” Apple Park, exploring everything from its office space and grounds to its parking garage and cafeteria. (Yes, these iPads also carry special Apple Park-specific branding.)

Image: MASHABLE/KARISSA BELL

For a more IRL look at the spaceship, visitors can head up the imported Italian stone stairs to the roof deck, which overlooks the campus’ main building.

Image: MASHABLE/KARISSA BELL

That all may sound like nothing more than an extra-fancy Apple Store, and, in many ways, it is. But for Apple, it’s about much more than that. 

Sure, it’s an “architectural extension of the new campus” (one they can conveniently share with those more than happy to fork over 40 bucks for an Apple-designed ball cap). But it’s also an opportunity show off obsessive design and attention to detail worthy of Steve Jobs.

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