Original subtitles

what amazing first panel I hope you

enjoyed that conversation in these

videos that took us back in time not

only to 2007 but even earlier to when

Steve was talking about his vision one

person one computer and making it very

personal it's now my pleasure to

introduce our next speaker for the

fireside chat first we'll bring up John

Markoff back here as moderator Vinnie

phenomenal and for our next speaker five

numbers a billion plus iOS devices sold

to date 70 billion the number of dollars

paid to developers of apps in the App

Store 200 the number of iPhone related

patents he's listed on as an inventor 18

Tony nominations for two Broadway shows

that he's produced and six the number of

continents he's visited in the last six

months wait there's one more number and

one by the way he's only be attacked by

one shark we're very proud and pleased

that he has agreed to speak for the

first time in five years in public about

the iPhone please join me in welcoming

original iPhone software team developer

a leader Scott Forstall

thank you so much

yeah

so so I absolutely have to start by

asking about the non-computer numbers

let's start with Broadway how did that

happen I have always loved theater from

the time I was a kid I used to act in

fact my wife and I started dating when

acting together and so it was always a

passion of mine I had kids it turned

into a passion for them they are

phenomenal actors and so we've we go to

Broadway we seal on shows go to England

we see a lot of West End when I left

Apple I was at a friend's birthday party

and I was introduced to a woman there I

met before and we immediately hit it off

I knew nothing about her my name is

Carol Shorenstein Hayes and by the end

of the evening were best friends and she

said we should produce something

together on Broadway no I haven't done

that before um since what she has the

tune of like 10 Tony Awards she owns the

current up in San Francisco also and so

I said I'd love to let's let's do it

so she started sending me scripts and

fun home was one of the early script she

sent me and I read it and I was

immediately touched by it I mean it's a

powerful story it's the it's the true

life story of Alison Bechdel and her

coming out in college her father living

a closeted life and then committed

suicide you know happy uplifting

musicals for Broadway

and and you read this and it's just the

emotion that it did it describes and

communicates with the audience which

just blew me away

and so I wanted to be a part of it and I

want to make them successful so we do

off-broadway we start moving it to

Broadway I find I start finding out

things like it's the first musical in

the history of Broadway about a lesbian

this is a barrier that should have been

broken well before 2015

and until I knew it was important but a

few days before we opened right before a

dress rehearsal I was I was in the

theater and Broadway and I was

downstairs and the bowels are looking

all the technology and actually is

always like lifts and a lot of

Technology in service of art not for

technology's sake in service of art and

I came up and I walked out the door and

there was a woman standing there who is

buying tickets our ticket booth is right

next to the exit and she had these four

tickets in her hands and she said wait

you're coming out of the stage you must

be related to the show again one of the

producers sighs tell you my story

my story is just like Alison I grew up

in a rural town

I was closeted I came away to college I

came out I've lived in the city for 20

years I have you know long-term partner

I go to every Broadway show I've never

seen someone who looks like me on stage

and like five years ago I started

thinking there's something wrong with me

people don't like me here people like me

because there's never someone like me

onstage and then I saw all the fun home

was coming to Broadway interest I rushed

down here and I bought these four

tickets

and say these two are from our partner

in me and we're coming opening week but

these are two I'm really excited about

so these two tickets I'm flying my mom

in a month into the run so I can fit in

a Broadway theater and watch someone

that looks like me on stage and have my

mom know that I'm okay that's the kind

of power that Broadway can bring and so

it was great and then we last year

produced the first show in history of

Broadway written with a a women's team

for the creative team so women writer a

woman director five women of color the

actresses amazing so called the clips

will you do more

absolutely absolutely I'm reading

scripts all the time I'm looking at

different shows yeah and are there any

parallels between designing software and

designing Broadway was ah it's exactly

the same

there's a lot of black turtlenecks okay

good to know doing a show actually every

show is like a startup every show is

like a startup you you start with the

creative types you invent something out

of whole cloth you put a bunch of money

and effort and time and your life behind

it and you give it out to the public and

you hope it's successful and they decide

it's very much like a startup and just

lose money almost always sometimes to

make money in a turn I do feel says

nervous on the opening night as you did

when you were launching the iPhone ah

there's no demos yeah I mean we watched

the the iPhone that was that was quite

terrifying I I did not sleep I stayed in

San Francisco so I could sleep and not

have to drive up early in the morning

and it was pretty worthless but every

demo work perfectly demos are very scary

but they're exciting I mean you want to

see the real thing yeah I you can't get

a okay six continents and one shark I'll

buy oh oh you guys we can't enjoy that

this is a terrible story to tell us I've

been trying to find more friends to go

scuba diving with and this is Africa I

was down in the Caribbean recently and

I've been learning how to spear fish

lionfish which is that lionfish is these

extremely poisonous fish with tentacles

there are these spines they're not

supposed to be in the Caribbean it's

come down through Florida and they're

taking over the reefs and they they eat

all the native fish and they move on and

decimate the next reef so there's a

process where people are trying to to

kill them and control them and so I was

down there spearfishing trying to get

these and we'd caught a really big one

and we cut it in half and fed half of it

to a nother sea creature and then we

were on looking for grouper the idea is

you teach grouper to eat them and then

they'll get appetite for it and they'll

control it themselves so we're looking

for grouper and suddenly

here comes a shark and it is mad it is

like riled up and it's bumping against

us and scraping us with his sandpaper

skin and it turns out we've done we been

chumming the water with this half cut up

so but I mythographers and so I have

this huge housing it's an amazing

aluminum housing a big acrylic dome and

these huge flashes and I'm looking

through this eyepiece like this is

awesome like I'm getting great shots and

I'm taking these shots and it's going

around it's going to leave that it finds

the the lionfish and eats it right off

the spear and I'm like this is great and

then it turns to my brother who's taking

video and I think I'm about to take a

picture of a shark eating my brother's

leg because it goes and it ducked down

toward his leg so I click the picture

right before it's about to bite his leg

off pretty great shot and and the

flashes go off and it startles it and it

turns it come to me

and again if he's a great shot like I'm

just taking sauce and it's coming right

at me it's 15 feet 10 feet 5m looking

through this eyepiece and and again I

just big aluminum housing that can go

down to 280 feet so it's strong and

suddenly I noticed that I can see the

shark's teeth on either side of the

camera and it comes down my camera and

it sends me into a back spin luckily my

regulator stays in and now I realized

that was dumb - very slow and why my

brother and we swim off we find a cave

and the cave has a chimney he's going

through the chimney we do our Safety's

off and get into the boat I looked at

this and it's it's damaged my my very

expensive nice casing I've already

forgotten that it saved my hands and I

thought it's terrible knives oh wait a

minute

so I went home and I found the last

InFocus picture of the shark I printed

out I cut it into a circle I mounted it

in my housing and that hangs in my

living room

as the greatest picture frame of all

time as you see it's Keith and when you

walk up you see the peak marks of that

on that housing completely lose the

camera it didn't actually puncture

enough what from enough large getting to

ruin it so I was out there with a 5d

Mark 3 the next day that's a different

housing ok back in the water so yeah you

gotta go I also want to ask about your

path into computing but I want to back

into it and I really went to next in

1992 and I was thinking about that and

just in the grand scope of history and

stuff that was probably not the year I

would have picked for someone to go to

next I'm very slow uh I I was graduating

my my masters and there were two places

I was deciding between next or Microsoft

I'd worked in Microsoft in for

internships during the summer and I mean

next I looked at next I thought it has

incredible people I will learn a ton it

is amazing technology I will learn a ton

it has no customers hopefully I'll get

paid and and I was lined up and I'm

Vikes will interview it next was funny

because I I went in the morning very

first interview day I'd been there ten

minutes

Steve barges into the interview room

grabs the guy his interviewing takes him

out and they have a very animated

conversation in the hallway and I sit

there as waiting and then door opens and

seed comes back in that guy's not there

that was not on my list interviewing me

and he starts peppering me with all

these questions I'm answering them

answered and we actually kind of we

clicked and 15 minutes later he looks at

me says I don't care what anyone says

the rest of the day we're giving you an

offer

[Laughter]

pretend you care in the interview style

and and then he said we're giving you an

offer and I know you're gonna accept it

the whole mind meld thing and and so I

got from Microsoft which Ed so I I turn

Microsoft down the next day I open my

apartment door and there's a box there

and I open the box and it's a very large

dead fish from Microsoft Wow I know this

because there was a return address

haha one Michael Florian one Microsoft

away it's from them and I called up the

recruiter and I said you know I've

watched movies about the Mafia ah and I

turned you down and I just got a dead

animal on my door what the hell

and it's no no no no no no we as soon as

you turn us down we just thought you're

missing everything about Seattle oh so

we rushed down to the Pike Place Market

I just throw the fish around

and they bought the largest penis salmon

they could find and they packed it in

ice and they overnighted it to me

thinking like I will clearly change my

mom because there are no fish in the bay

area I I did barbecue at that night and

a great but I still accepted I stopped

arrestee request so alternative history

if you had gone to Microsoft what would

you have done

ah there's a few things I mean I've been

working on the desktop publishing

software there and there was some

multimedia video stuff I'd looked at and

I was walking and rolling Church plays

what it was Microsoft was rocking

rolling the research group had just

gotten Terry but they were doing great I

think because I'd worked there as an

intern I had this idea that anywhere you

work in engineering you're gonna do

great and today everyone in like

Microsoft it was my friends like they're

all millionaires and buying you know

fancy stuff I'm going to school I can't

pay for school I'm taking loans online

go anywhere I'll go to next of course

would be great things like yeah yeah

we're going public and Q plus two and

and we have me on a payroll but uh it

was uh it was interesting so your dad

was an engineer but he wasn't a

computing guy is that right right

he was mechanical and industrial yeah

but what so how did you get into

computing ah unlike the previous panel

were not a nerd III didn't think I was

at first in it my brother my older

brother he loved computers into one year

he convinced my parents to take his his

birthday and Christmas and combine those

plus like every relative whatever

possibly all the money he had and get

him a computer and they got in a trs-80

and he was there in program in his room

and I hate how glad I'm never going to

do this I go out I'd build tree forts

and then one Saturday he was gone and I

snuck into the room when I found this

bike magazine and I they have these

programs you can type in so I typed

something I made it run up this is

amazing like you can just type in these

random words and it does stuff for you

that's pretty cool so I went to school I

checked out a couple of books on

computing

on programming and learned those and I

read this article about Alan Turing was

always been one of my idol since then

and it touched by the Turing test and so

I sat down and I wrote sort of early

version of Eliza I I wanted to write

something that would pass the Turing

test with my friends and I was great and

then I guess I was disruptive a class

because suddenly they had come to school

on Fridays and they wouldn't let me in

anymore

and another bus would come it would take

me to the Naval Shipyard which is not

natural by the way when you're in

seventh grade and and I programmed to

simulate sort of structural integrity

questions for aircraft carriers which

seems very wrong because I knew nothing

about this but then I could program but

these like 40 50 year olds would explain

the math to me and I'd program the math

and and then I'd write the programs they

test it on like one thing that they had

done by hand and then trust everything

else worked perfectly III be nervous if

you're in the Navy because my next job

then when I was in high school I worked

at the naval undersea warfare

engineering station writing software for

weapon systems of Trident nuclear

submarines which again is not like your

height agenda clearance yeah

yes can't we'll talk about it but here's

what I can say when that happens

beds people who wear suits go to all

your friends and teachers house and ask

them questions about you and you cannot

tell them what's happening so when you

go to school and your teachers look a

little flustered we don't walk into

class that a person the suit came and

asked a lot of questions and you know

maybe having a gun even say like well

you just don't mess with me yeah they're

on my side so did you learn ADA in high

school I did learn ada asked when I was

working on the the the nuclear I could

weapon show that for years it was yeah

it was I mean I know it's an ideal thing

you go to this place where the

give you the most computing power you

ever want and you can use it for as long

as you want and do whatever you want and

you can like oh I need a $10,000 this

and they're like just write it down you

write down I think appears I mean it's

like Amazon for her like technology and

it was like free paid for by taxpayers

like you and you're guarded the whole

time I was always guarded by Marines

with attack dogs and semi-automatic

weapons which is exactly how we

protected the iPhone so what did what

was your role it next when you first got

down what did you build were you on the

next oh s initially I was I I did

whatever they told me to do I worked on

the user interface frameworks we called

the app kit later became I'm the basis

for cocoa touch later for the iPhone we

I worked on designing widgets and

drawing mechanisms for the base

framework so did it get you into design

right from the start I always loved

design I always had a passion for design

and this allowed me to work on things

that had a user facing point of view

yeah so I love that now we were working

on I was wearing an application so I was

working on you know it's the widget it's

the drawing thing that's used by

everything but those all have to behave

well so the user can figure out what

they're doing yeah yeah and I mean was

that is that where you learned your UI

at um did you studied it at all at

Stanford what Stanford I took this I did

this major called symbolic systems which

is like philosophy psychology

linguistics computer science there's

concentrations there's an HCI

concentration I took classes in that I

actually did an artificial intelligence

concentration but I took design classes

yeah and always loved it but yeah I

learned a lot by being around other

designers also I was done photography

I'm lasered did you cross paths with

Terry Winograd while you were at

Stanford yeah I had several classes you

know he's a brilliant amazing guy he

made his HCI switched by them probably a

certain point HCI yeah yes

I was there using HDI for symbolic

system yeah yeah he ate so when Steve so

live what were you in the loop when

Steve sold next to Apple how did you

hear about it what what so several

questions there I we were in the loop in

that we kept on trying to pivot and

again with great technology but not you

know customers say and so so at some

point Steve decided Apple they need us

I've been looking I cared about I care

about platforms I always care about

platforms and so I was trying you know

really wanted to splat form we wanted

developers out there and we needed to be

something other than next to have that

but next again incredible set of people

I learned so much when we started

talking to Apple and they were already

like in deep conversations with B 2 by B

and they put those on hold we would

provide stuff mainly obvi to Damian who

brilliant has whole PhD in mock like

he's the ideal person he probably did

the most meeting and giving demos of

this and we would help out however

they'd asked it to yeah yeah so um you

came to Apple we was carbon something

you did very early on or a house took a

little while actually the last part of

your last question the way I heard was

we all sitting it next in a big

conference room is late December it was

96 and I had a plane to catch nice after

I sat down I was like I got to hear this

um Steve's down there trying to hammer

out the very last details and finally

had to go to the airport I got on the

plane and for the only time I like when

I had those Fulham's on the plane you

could swipe a credit card and it would

just like empty your account uh I i sat

there listening to it and probably by

the end of the hour-long thing I was

like well my stock just paid for this

goal uh I'm very exciting and I came

back so when I came back then at Apple

again I was heard about platforms and so

I started traveling the world giving

talks trying to convince developers not

to give up on Apple I was looking at

making our software easier to code to so

converting some of it to Java or giving

Java API to adjust something to keep

that happening and then at some point I

was in Japan Steve took over and I got

something saying you know come back we

need a OS strategy and so we sat down

with opping Bertrand and a bunch of

others and came up with this idea

Apple gone through many different OS

attempts you know there's talent and

pink and Copland and feeling this

audience for sure no way more than me

I will start tearing up if we keep on

naming them but it was there's a lot and

we were doing rhapsody at first we just

take next step and put it on on Mac

great hardware great software it's not a

platform that supports the apps that are

currently developed on the Mac so that

wasn't going to be a great long-term

strategy guys like Microsoft Microsoft

Adobe and Mac for me all these folks

there's going to jettison it if you say

like now right you know rewrite all of

office for this yeah so the came of this

idea of carbon which was you could take

and do a minor modification to your

application and get it to run on this

new OS with all of the possibilities

that you wanted in it so it you know it

has preemption and protection all that

but you still can write to the same

api's and then on the side well this

cocoa thing which is turned into the way

everyone writes for for iOS and you can

write new applications they're much much

more quickly but it would keep

everything and move everyone along and

so then we spent a lot of time going to

different developers and convincing them

okay but let's move ahead how did you

either find your way to the iPhone or

how did the iPhone find its way to you

ah the iPhone had a very circuitous

route by itself I mean I at that point

was running like Mac os10 tyrany to the

releases at that point and and we've

been working on a tablet project which

has a really odd beginning uh it began

because Steve hated this guy at

Microsoft

that that is the actual origin of it and

it wasn't Vilkas he was starting to like

go by this point it was a Laureen had a

friend his so Steve's wife had a friend

who is married to a guy who worked in

Microsoft every time Steve had any

social interaction that guy who'd come

back to pissed off and I mean it wasn't

it was not in like Microsoft's like you

know it's like good for them that he

ever saw him and he came back one time

after seeing this guy and that guy was

talking about how Microsoft had Sol's

computing it solved like net like a

laptop computer or they were going to do

laptop or tablet computing and they're

going to do with pens and he just like

shoved it in Steve's face the way they

were going to like rule the world with

their new tablets with their pens Steve

came in on Monday and and there's a set

of expletives and and then it was like

let's show them how it's really done

like the first thing is there Eddie gets

you don't use a stylus you know it's

cumbersome you lose it you're always

like picking up and putting it down you

were born with 10 styluses dial ID so

like let's use the ones that we have to

sell and and so it's like and it's this

time touchscreens or resistive touch

resistive requires you to sort of deform

the screen have to push it down so if

you look at it like text and everything

looks bad it's really tiring on your

finger

honey so we need to do capacitive touch

and that's the multi-touch so we went to

the hardware team and basically said

like go do this and they started and the

design team started building designs

around this idea of multi-touch and it

was pretty interesting I remember one of

the first demos of this you walked into

a room there's a giant giant table

there's a projector on the ceiling and

you can like you see a photo or

something on on the table and you can

move your finger around the table and it

would move the photos supercool wouldn't

fit in you know your your bathroom much

less your pocket

or your you know baguette I guess your

tablet but the moment you saw that you

knew this was the way to go like that

was that was cool so was though it

pretty quickly you were sold you thought

ski was right that stylus wasn't the

right way to go you you saw your way for

real question no question III had

devices with a stylus and I hated them

like a trio I I think there's cool

things about it but like you'd always

lose that stylus and you're always like

you're trying to pull out and you're

typing and then you're going back

it was just slow and cumbersome so so

that thing was great now how do we to

the iPhone a few things happened at the

same time Apple was turning from a

computer company in fact we recalled

Apple Computer Inc to an electronics

company Apple Inc and I think half of

our sales at the time were ipods

so we were turning into this consumer

electronics company we're always looking

at what was going to I was going to take

over the iPod space like was something

that a cannibalized music sales and an

iPod sales and the one thing that seemed

like it might do it would be phones

everyone was starting to carry phones

and you try to put music on your phone

now you mentioned the rocker earlier you

can do it like that and then never taken

over anything I think I was like Steven

to hurt you know the razor and the race

was thin and that's all it was was been

possible views was thin and and so he's

like you know rocker okay it's spelled

like rate how are okay are that's cool

spelling must be just like the raisiny

comments you know like this big and it's

ugly and a hundred songs okay there was

a thought that phones might might

cannibalize sales of iPods and so so we

thought about that but the other thing I

remember sitting with what I was seeing

Steve at lunch one time and we were both

using our phones and we both have these

phones and we hated them we start

talking we looked around like everyone

around us has a phone and everyone looks

very angsty

as they're using they're like no one

seems like it's a pleasurable thing to

use a phone but it's a it's a nice thing

for communication and Steve said do you

think we could take that demo we're

doing with the tablet and multi-touch

and shrink it down to something big

enough or small enough to fit in your

pocket could be a phone size with that

same touch technology so I went back to

the design team and and they they took

and carved out of a corner of it and

made this very simple demo I'm pretty

sure who's boss who did it and bosses is

one of the best and he made something it

was a a simple list of names and you

would with your finger you would drag

along and probably the rubber banding at

all I'm just magical

he dragged along and you tap on her name

and it would slide across and reveal the

card so Oh number you know you tap on a

phone number I would say calling wasn't

calling wouldn't do anything but it said

calling the second you saw this demo you

knew this is a picture there was no

question this is the way that a phone

had to behave Steve saw it and said okay

put the tablet on hold let's build the

phone let's build a phone based on

multi-touch and that's what we did so

immediately the design team we all got

around and started designing the iPhone

based on that technology the hardware

team had the you know the Herculean task

of then shrinking that whole thing down

into something it's hid in your pocket

you know now there was this other

component this Steve famously said in

2005 we're not very good at going

through orifices to get to the end user

do you remember that that all things D

in today yeah yeah this is this is

referring to all to carry yourself yeah

yeah the carriers that was an

interesting thing now I'd say like I

came into this as a platform guy and a a

design guy but I knew nothing about

phones like I had no right to to to lead

any team doing a phone I'd never heard

of GSM or

TDMA before we started the iPhone in

fact the first text I ever sent was on

my iPhone and because texting on

everything else was horrid and so we

started meeting with carriers we need

some solution so we talked about do we

do an MVNO do we license you know do we

white box a carrier solution through

some other carrier do we buy spectrum

and build out an entire network

ourselves do we partner with one so we

started looking at what it would mean to

partner and we'd meet with these

carriers and and I had no idea they

cares at some point realize that handset

manufacturers were terrible terrible at

user interface terrible at consistency

and carriers thought they'd be better

than that and so they had they would

give us these things hundreds of pages

of line items saying here's all the

things your phone has to do if it said

this category phone has to do all these

things I'm looking at like there's no

way my phone does that there's no way

and I look at the manual like oh my god

know if you'd like 16 things we do a jig

you can do multi way calling yeah it was

unbelievable and so we started talking

to these carriers and we said you know

we know a little thing about user design

user Orange design and and so here's the

deal you do the network we will agree

that the lowest level of our phone that

talks to your network you can give us a

spec for that every single thing above

that you have no say you don't even know

what we're doing like we're just going

to go do it

you have no say and you know what do you

say and like meet again and really

negotiating on that and they'd say like

wow what about this or like you know

what about the egg no say do you not

understand and and when singular came in

and they'd send like four or five six

almost like guys in suits to explain

some of the technology and when sick

Euler came into actually it was

was one person it was this woman Chris

Rennie and she had no slides and she sat

there and she wants the whiteboard and

explain stuff which is phenomenal I was

sold right there like she knew the

technology well and and they agreed they

said okay you'll decide all the top

stuff and we'll just make sure it works

well with our network and so they signed

this deal with us and and you hadn't

demoed for them at that point they

didn't had no idea what you didn't

really started it yet yeah like what do

we fund in film so let's first I would

be okay um so didn't show anything in

fact they didn't know anything we were

doing at all and I used to like have to

kind of enjoy this because they're

exactly call everyone small with some

brilliant idea and they'd say like we

really think email is gonna be really

big I think you should put a dedicated

button for email on your phone now sit

there no we're doing text they don't

know we can update things I'd say like

yeah I don't know if we'll ship with

that but maybe a few months later we'll

add a button you're like you're building

like a Lego saw someone can go down to

the stores you call out with new app

like and they can buy a piece of widgets

little piece of plastic they can snap it

on and now it'll email like wow you

think what you want to think and so they

had no idea we made a huge deal so you

know we're gonna now fit January ninth

of 2007 December of 2006 were going

through a creating the keynote for this

and Jesus I think the Stan sigmund the

CEO of singular and singular bought 18

Keene rebranded to solve a teeny bit of

singular should be on stage with our

announcement sounds great you should

probably have some idea what we're

announcing the day he comes

yeah I guess so but we should wait to

the last possible moment so in December

Steve and I board his plane and we fly

out to Las Vegas so Stan is throwing an

all singular company meeting in Las

Vegas so the two of us fly out so I can

give this demo so we can together this

demo and so I have this this metal lock

briefcase and I have four phones in it

and we can seize plane and and and so

the stand is staying at the penthouse

suite at the Four Seasons in Las Vegas

and I thought oh my gosh like I don't

know what the cell reception is going to

be there I might get there it might not

be great and and so I'll do demos on

Wi-Fi just to make sure then I realize

well Four Seasons charges you for Wi-Fi

so I'm going to get there and I'm gonna

spend the first like you know a few

minutes like trying typing like a name

is why have you Stan's name the room and

and saying credit cards and even when

you have a working device sometimes as

in connect right that this is this will

be bad it doesn't work so Thursday today

before we go I called up the Four

Seasons I can't tell him it's Apple

because no one knows we're going in fact

we couldn't even get Steve's name when

we flew it was like I was coming my

buddy and and and so I called up and I

said I'm an executive at singular and

our CEO is staying in your panel suite

and I need to give a demo of this new

singular device until I need to be on

Wi-Fi so can you make sure that in his

suite Wi-Fi is free and open or just

automatically connect and the guy IQ

guys so now let me check back call it's

half an hour later and says how we can't

do that said the four seasons and the

Mandalay Bay share a single pay access

point for the whole thing including the

Mandalay Bay big like lazy river if we

made it free for his suite it would be

free for the whole

and I said well sounds like you found a

solution like seat B no we can't do I

said you're the Four Seasons you have

the best service of any hotel in the

world and you're telling me for my CEO

is there all this money or a whole

company staying there you can't do this

B yes mr. four so we'll make that happen

so we fly in and fly in and again we get

off the airplane and ski because out

first I'm walking behind with this it's

locked metal suitcase and they walked a

limo driver sitting on the tarmac and

says mr. forestall and he's like no

that's God he's like come here things

for us over the door he walks around I

was like oh my god I am so in trouble uh

and we get to the four seasons we go up

and we walk in at Stan sigmund and Ralph

Sula Vega who is now with the CEO and

just the two of us before was sitting in

there and stand like Ralph you can see

it's like show us like and when I gave

you get fired for making this deal and

Stan you know starts like what's the

battery life what's you know how well is

it connected to network and just feed

box like please

and then I answered a set of questions

and then okay let's see a demo so I open

it up I turn on the first phone and it

instantly connects to Wi-Fi not a

problem at all I go through I give all

this these demos they go through the

roof they are so happy I mean they're

just like dad on the right horse and

like this is the greatest I made they in

fact stand is a big rodeo guy and

there's like a rodeo that night you know

we found the right horse come to the

rodeo with us tonight Steve made some

excuse like I really need to get home

[Laughter]

so we we left that's that's Friday okay

Monday I'm sitting in a meeting and my

phone rings I answered it and it's this

IT guy from the four seasons

I said can I please turn charging back

on

we have lost tens of thousands of

dollars I said oh yeah sorry so yeah

absolutely thank you so much great

service really appreciate it yeah good

sorry tell me about working with skeeves

um you were there for a long time yeah

Steve was a unique person on this planet

he he was the most intense person I've

ever known I've met a number of world

leaders and I can tell you from

experience having dinner with a world

leader is relaxing compared to like

lunch on a Tuesday with Steve

I was super driven very demanding he

forced people to do their best and

there's a lot of this has been told I

want to tell a different story that's

why I've never told before publicly and

it's he was really compassionate and

dedicated to his friends and his

relatives and saved my life once and it

was it was we're deep into Mac os10

right before we started the iPhone and I

got sick my this this virus went through

my kids school and everyone at school a

lot of kids at school got sick and they

through love once and they're better and

it hit me a few days later and I started

throwing up once every few hours

once an hour day after day a little more

often

Steve would call every single day what's

going on how are you doing what can I do

then he started coming up with you know

solutions

you must eat this kind of Apple ground

up 20 minutes into something like it was

like very specific health solutions for

this nothing worked we

secondly fast I was throwing up every 15

minutes I lost five pounds and ten

pounds and 20 pounds and thirty pounds I

went to the hospital they they couldn't

they couldn't solve it they finally

figure out what it was it's a very rare

thing where I think the Mayo Clinic it's

in seven cases over like a decade and

most of those people died it was a virus

a virus it stops your stomach from

working and certain people like it stops

your side so I'm in there and I'm dying

I'm in a hospital I'm dying and and

Steve calls every single day every

single day asking how things are going

if I couldn't talk I talk to my wife and

I just find throwing up every five

minutes I just want to die and I wanted

to die they gave me every medicine they

could for the give to people of cancer

treatment to try to stop the nausea

nothing helps and I would sit there like

like holding my finger like wanting to

break it so I could feel pain as opposed

to nausea and concentrate on something

else and they put a PICC line in to feed

me directly through my superior vena

cava because I was just I was

disappearing and one night about ten

o'clock at night but this is now months

months into it God Steve calls up 10

o'clock at night he says I have the best

acupuncturist in the world and I'm going

to bring her to you tonight she's gonna

fix you I'd never done acupuncture I

didn't have any reason to believe would

work or wouldn't work at this point I

thought if someone like come shake a

stick over me - I'm in very young kids

who just saw their dad like disappearing

and dying two hours later so Steve says

like you're Sanford hospital and um you

said if I'm not going to love me coming

in bringing you this other practitioner

into the hospital um so if I hit stopped

I'm just going to dedicate a wing

[Laughter]

nice to have friends like there was a

one time a meeting we had at Apple we

were trying to pry something and skeet

was arguing for some price and I was

arguing for another one and he's arguing

his higher price I said it's too high

he's like that is where people go pay

this I said I have friends I have

relatives who have very little money

like this is too high I said you're a

billionaire you don't understand any

pausing listen he said I'm a

multi-billionaire but it worked

he won with this Friday so so he comes

into the hospital um about midnight

comes in with his acupuncturist and and

gets through everyone comes to my office

to my last by my room holds my hands are

talking to me he's like she's she's

going to fix it I'm throwing out boys

there I mean it's just awful and and she

comes over and I said does it matter if

I believe this because I don't know if I

do I'm I can try do I need to try to

believe this is gonna work and she just

looked at me she said I'm gonna

manipulate your involuntary system

doesn't matter what you think I'm gonna

fix you

I like the hood spa uh and she started

sticking needles in my head my back and

hacia went away like immediately it

immediately started going away she was

there there there hours until sunrise

and for the first time in more than two

months I didn't throw up for like eight

hours straight they left at sunrise came

back a few hours later she did it again

I never throw up again

I drove they did let me out of the

hospital the next day I got she came to

my house did it I got hungry that day my

mom baked fresh bread I ate for the

first time in two months

the next day a nurse came to to my house

and took out the thick line she says the

fastest in her 27 years of being nurse

you've ever taken one out I was 100%

dying and Steve brought this person

would be and saved my life

so I will always always owe him that so

I think what did the Stanford doctors

say it's interesting it actually

depended on their age people right out

of med school think they've been taught

the entire purpose of medicine and they

didn't believe it I always just happen

to get better at this time went to any

doctor over 50 said there's a lot we

don't know and that worked like

empirically 100% that works I can't

explain why I can't tell you

acupuncture works for other things all I

can tell you is I lost 57 60 pounds and

I threw up every I started like this at

the beginning of that and I serve every

five minutes I'm going to die and this

person came in and and I I clung on to

life again yeah okay we are close to

again time I have a lot of questions all

right go to the questions that's this

where do you see the future of Siri and

other AI going sort of gets at what I

want to answers there's a lot of them

Syrian other AI I there's their Siri

there's there's the can you ask

something a question like when we were

doing Siri I was blown away by having

add my master's in artificial

intelligence when I saw here I thought

wait this is supposed to be 20 years

from now I can't believe it's now and I

kind of thought you know Google is if

you go to a library and you look up in

the card catalog what reference

materials you have related to this and

then you go and look at everyone and

figure out if it's right Siri is you ask

a reference librarian go find the answer

to this question I think that sort of

thing is very very interesting and the

more we can do to have that now if you

look at AI I think of it I think a lot

we can do with AI that we're not doing

right now that I hope we get to

okay I can talk about if you want but

what's what's what's what's go on um how

did you react to the news of Steve Jobs

passing well when he was sick I would go

to his house almost every day now for

years I mean he went up and down and I

would sit at his bedside and we would

talk and some days couldn't open his

eyes sometimes I would just want me

talking you know one of the things when

we did we got Siri right before he

passed and and he loved it because he

was too weak to type but he could talk

to it it's odd to say but I was

surprised it just felt like he would

always beat it before his liver

transplant he was so sick and yet he

would beat it and he'd always talk about

I was like I don't need to beat this

cancer I just need to make it to the

next lily pad you know and then there'll

be more advances in science I'll make to

the next one in order dances so I was

devastated

I'm he's I felt so close to him we spent

so much talk to him or died like my wife

for years and I talked about what's a

lot yeah and it was it was dead it was

it was really really hard no and it was

funny doe seat doesn't realize how funny

he was he you know I would go to lunch

at cafeteria a apple all the time and he

would insist on paying I was like it's

like you're paying me enough but I can

afford to $8 lunch but he always like if

he got his food before he wait at the

line for me to get up there and he'd pay

and he'd made it so you could pay with

your badge so you come up there and

you'd badge in and it would be directly

withdrawn from your paycheck that's the

posit why are you I'd be like really

like oh sit down I'll be out there I

feel I feel like an ass while you're

sitting there waiting for me and I'm

getting you know I feel like I can't get

any wall

cooking food and he said no no no it is

great I don't get paid a dollar a year I

don't know who's paying every time I bad

that's good

it was a multi-billionaire scamming

apple what what what was the most

underappreciated advance of the original

iPhone so hard question when the

original iPhone came out the reviews

didn't get it the reviews talked about

number of clicks how to send an email

it takes you you know six taps or

something at the tap into mammoth

tapping tap tap tap and so it was being

compared against other smartphones of

the time blackberry at all according to

the metrics people thought were

important at the time they didn't get it

what did he get was we were changing the

entire paradigm you're changing the

entire way things were done and it

wasn't about how many tapped it was that

someone who would never figure out that

Blackberry because they didn't have a

law degree and a law firm that made them

care that CrackBerry around 24/7 would

never figure out and that's what I think

people missed and the sale at the

beginning like it was nice but it wasn't

what I expected because the first time I

saw the demo the first time I saw you

know with a working prototype the first

time I used it I was amazed by it I'm

always blown away by it and and there's

a question you asked to the last panel

that you know did you think it was going

to be super successful and for me at

some point about half way into our

development I thought we're not using

this like a real phone we use it in the

office we don't use it outside of the

office it's because we had always locked

down six lockdown areas and you know we

had to find some Fight Club because you

know the first rule of purple is you

don't dock

purple uh and I thought we need to take

this out uses a real phone and so I

thought I'm gonna do it I see just make

sure he said sure go for it give me one

two and I said not yet ah because

there's all the configuration you had to

do and he wouldn't have he would have

been annoyed at that point and so I I

one day I slipped an iPhone in my right

pocket I had my flip phone on my left

pocket and I walked out for lockdown

areas into the parking lot I was

terrified is I was certain like this is

the day I'm getting mugged on the way

home okay well my car I drove a

different route home I literally talked

to an FBI agent about how you try to be

careful and look for people following

you and and I got home and I closed all

the grapes and and doors and I started

using it and I'd use it all the time but

I always had only people at work plus

Steve had that phone number and so if it

rang I knew so much work I tried duck

into a bathroom I tried to duck into you

know like some you know some towels into

a empty room I pulled out and I try to

use it and it never felt like work to

use it it always felt amazing it always

felt special and so I I knew this is

going to be huge and so once go on I'm

using everyday finally seems like Scott

onto CEO I get to make these decisions

sometimes you're doing via phone and so

probably someone in this room set up a

phone for him and give it to him and

then the two of us we don't want two

people in the world who were carrying

phones around iPhones around and he

called me up all the time I mean be like

you know 11 o'clock on a Saturday and be

on my I might just friends house but

they're boring so I'm in the bathroom

and and I'm wondering about the you know

the the touch sensation on on photos and

the way you painted doesn't seem like

quite right until I take mine now if I'd

sit there we'd be talking about it and

then it's like oh I think the color of

this icon is off by you know a little

bit and so we sit there and half an hour

later be like Oh someone's knocking at

the bathroom okay

they musta got really constipated and

hang up and he called me back at 1:00

and and but using it in that context I

mean using it it never felt like work

and I knew this this is it like

everything is going to behave this way

this will be successful and you know

pricing other things there was a

challenge to get it to the right

business deal for a consumer to get it

but there was no doubt in my mind this

is huge yeah I have a friend to refer to

that as Cupertino Class software yeah so

this is kind of trick questions I have

to ask it is that the same shirt from

WWDC 2012 that's a great question

ah-ha-ha-ha and it when I find something

like I buy about ten of them just maybe

that I have many very very similar

shirts would you like to buy so this is

kind of repeating the question you just

answered but there's a kicker to it so

I'll ask again

when the first iPhone reviews started to

come in and some of them were less than

favorable how did you stay positive and

then the next part of the question how

did you resist the urge to contact the

reviewers and tell them they were wrong

well Steve probably did that I think he

did yeah I I was unconcerned by what the

reviewers said I knew I used it I knew

how great it was

it just was irrelevant what they thought

because it was going to be a good

product once people started using it

assuming you're currently using an

iPhone is there ever a time you shake

your head at something if so what that's

happens all the time your designer if

you care about design you can't you know

go through any part of your life without

shaking your head and thinking that

could have been done better and I

thought that for our design even the

first version the second version you're

always making it better yeah Andy Rubin

created the Android came out with an

essential phone a couple weeks ago and

the question is are you working on a new

tech that you intend to announce soon

hahaha I I'm doing a lot of things I'm

doing Broadway I do a whole set of

advising of different startups I am NOT

currently building something myself

alkyl on that line yeah okay as far as

you know yeah yes we'll go with that

what does artificial reality have to do

right in terms of design to appeal to

you artists artificial reality using

augmented reality does artificial a well

that's out scary that sounds like black

mirror yeah I you know I think the VR

and AR so virtual reality augmented

reality augmented reality is very

interesting if there's a form factor

that makes sense if there's not then it

won't succeed but I think the idea of

art of augmented reality yeah

god that my head um is a really

really good one again as long as it

doesn't go all black mirror on us yeah

yeah yeah yeah um you know there was a

period like five or six years ago or

maybe longer that skeuomorphic design

was super contra I do that I mean what

do you feel now about I had never heard

the term

skeuomorphism yeah years after we built

the iPhone and the first time I'm a

horrible word like it sound I had to

look at your morphing or something it

sounds unnatural just sounds terrible

well I look at good design I look for

good design I look for something which

is easy to use approachable friendly you

can use it without a manual it's fun if

you look at the designs we did it Apple

we talked about photo illustrative

designs we talked about metaphorical

designs and those were infused into the

design sense of Apple by Steve Jobs

since the original Mac is not earlier

there's no Mac at a desktop and folders

that look very much like the desktop on

which that Mac's that

and so we use these these design

philosophies it doesn't mean that we

love every single part of it doesn't I

loved every single part of it there's

definitely things that I was less a fan

of than others but we built these

designs that that worked and how do we

know they worked I mean you just have to

watch people use I remember we shipped

the original iPad and within a week or

so I have these two emails and one was

from this guy who had a two-year-old

daughter and he had bought a new iPad

and he loaded it up with a set of apps

and for her and then he videoed handing

it to her and have her use the iPad for

the very first time there's a

two-year-old she takes it and she looks

and she slides to unlock because the UI

told her what to do it animated it had a

little not if you know exactly what if

she split - unless she never reads I

couldn't lead uh she went to the home

screen she flipped through a few home

screen - taps on icon she like came up

started playing a game so a two-year-old

could use it on the other side of that

the same week I got a naval from this

woman who was ninety nine and a half

years old she said she was in her 100th

year and she was a voracious reader but

about a decade earlier

she got cataracts and she couldn't read

anymore and she wasn't a candidate for

whatever reason for surgery maybe she

got printed books with large text she

couldn't read it so she for a decade

hadn't been able to read she used to

love to type on her typewriter and she'd

write limericks like she had terrible

arthritis and she couldn't type anymore

the day the iPad came out her family

bought her iPad and loaded it up with

books and that first week she read two

novels for the first time in a decade

because she could make it big enough and

was bright enough they could get through

the cataracts and she could read because

it was a touchscreen she could type on

it

even with her arthritis because she just

had to tap she that's the pressure on it

so she wrote me his email with this

Limerick and a Limerick described how

this iPad had reconnected her in her

hundredth year to reading and writing we

knew we were doing something right with

the user interface design the team was

amazing when you were doing something

right yeah there are other good

questions but we're we're running late

so we probably should

before you okay I think one last thing

yes I mean I'm sitting here earlier

there are three people but I look out

here there are so many people who are

the ones who actually the heroes who

made this happen like we had this hyper

collaborative team of people who

dedicated their lives for years to make

this product success and it's not one

person or four people it was hundreds

and thousands of people even that made

this happen and so I'd like to applaud

everyone here who's a part of it because

you're really the ones who made it

possible thank you

good job good luck thank you

[Applause]