- Thank you so much
- Good to be here. - ...for joining. Oh, good, I have my questions. Woo! All right, so. - It's quite a bright light you have here. - [Joanna] And it's a little chilly. I know you guys were worried a little bit about being a little chilly up here. I'd also like to welcome
our Twitter audience, who's watching now live. So, I've called you
both here to talk about really a big problem. It's really, a global
crisis at this point. I'm gonna bring it up here. Let's see if I can get this here, All right.
- Oh, props. - Yeah.
(laughter) All right, so.
- Terrifying. - It is. It's quite a problem.
(laughter continues) We're gonna start with you, Jos. Actually, you know what-
- Okay. - ...they gave me a pointer as well. - You're not gonna hit me with that. - Oh, yes, I, no. - Depends on the answer.
- It depends on the answer. So, what do you see when you look at this? - I see two really cool connectors. (laughter) Yeah, kind of the two most
popular connectors in the world, I think right now. - Okay.
- Yeah. Craig, I know you're a software
guy, but what do you see? - [Craig] I gotta really
agree with Jos on this one. - Oh, yeah? - These are two great connectors. - Two great connectors.
- Yeah. - Okay. I see a little bit of a mess. - One of them has a
much better name though, don't you think? - Lightning. Yes, Lightning. So yes. - [Jos] One named by marketing people, one named by engineers. - Hey.
(laughter) - I see a little bit of a
mess. And so I'll tell you- - Really? - Right. So this charges the iPhone. I'm not sure you guys know
that, this charges the iPhone. Now this charges the Mac and iPad and various other
products around the world. And so that's creating a
little bit of friction. In fact, the EU has approved legislation to create a common charger. In fact, they said in a press
release yesterday, in 2024, a USB-C port will become
mandatory for a whole range of electronic devices such
as mobile phones, tablets, and headphones. I think that includes you guys. Is Apple moving to USB-C? - Well, maybe I can
step back a little bit. - [Joanna] You may. - You probably heard me say for years that I don't mind governments telling us what they wanna accomplish, but usually we've got some
pretty smart engineers to figure out the best ways to
accomplish them technically. And an example of that
that I love to give is, for years and years, mobile phones had to satisfy a hearing aid compatibility spec. Very prescriptively
described by, you know, regulation that said,
"Here's what you have to do to be compatible with hearing aids." The problem is it didn't work,
but all of us had to do it. And so we came up with a new way of doing hearing aids made for iPhone, hearing aids actually made
it in industry standard, that actually worked. You know, so what we were accomplishing is what the government wanted was this to have hearing impaired people be able to use phones, but we did it in a way that worked better. And you know, we've been in
an argument over this one for well over 10 years. And over 10 years ago,
the push from the EU... Look, they're well
meaning I get, you know, I get the fact that they wanna
accomplish some good thing, was to do micro USB and
standardize as a micro USB. If we have standardized a micro USB, that chart doesn't exist. Right? Neither of those happen. And so we have been in this
little bit of a disagreement, and, but part of what, of course, they wanted to accomplish
is why should people have all these different power adapters? So we got to what we think
was a better place, right? Which is power adapters
that had detachable cables, you know, all them USB-A or USB-C, and largely moving into USB-C,
but you choose the cable, you know, that was
appropriate for your device. Whether that's one of
ours or somebody else's. And what of that allowed you to do is have over a billion people, it's not a small number of people that have that connector
on the left, right, to be able to use what they have already and not have to be disrupted-
- [Joanna] Mm-hmm. - ...by that and cause a
bunch of e-waste as well. I mean, 'cause what are you gonna do with these cables over time
if they're no longer useful? And again, billions of them, right? 'Cause everybody has more than one cable. And so we preferred that path. Governments, you don't get
to do what they're gonna do. And obviously we'll have to
comply. We have no choice as we do around the world
to comply to local laws. But, you know, we think the
approach would've been better environmentally and
better for our customers to not have a government
be that prescriptive. - [Joanna] What's so good
about Lightning that you're so, you seem very sad to see it go? - Well, it's been a great connector and over a billion people have it already. Have the cables, have what they need, have all the infrastructure
in their homes, have speakers that work with
it, all kinds of, you know, an ecosystem that works with it. And for most iPhone customers, it's primarily about charging. Not all-
- [Joanna] Yeah. - ...but it's primarily about charging. Lightning charges pretty well. - [Joanna] Yep. Okay. All right. I guess how soon might we see it? USB-C? - Well, again, the Europeans
are the ones dictating timing for European customers
and, you know their roles. - [Joanna] But you wouldn't
just probably change it in one area. - Aw, Joanna, you're trying to
get me to predict the future, or at least disclose it and
you know me better than that. - [Joanna] All right. All right. We'll move on to another
part of the iPhone, or in general, the iPhones. Marks 15 years of the iPhone and the pace of innovation
has obviously slowed. - You're losing your visual aid. - [Joanna] I'm losing my visual aid. It's okay.
- It's gonna be missed. - [Joanna] We we have more.
- It will be missed. We have more. There will be more. (laughter)
- Fantastic. - [Joanna] Yeah. Yeah. This isn't an Apple style presentation, but there will be more. Okay. No tracksuits, no crazy
hair blowing things. We don't have that. Back to the iPhone. 15 years. Very rapid pace of innovation at first, first five to seven years. And now it feels like things
have slowed a little bit. Some people say phones
have become boring. Right? - [Jos] Wow. I think that's
other people's phones. - [Joanna] Yeah.
(laughter) - And I agree with that.
(laughter) Ours are quite exciting. - Two questions. One, why does there need to be
a new iPhone every year? And two, where's the
innovation left in phones? - Wow. Well, first of all- - And Craig, you can answer these too. - Okay.
- I'd love to. (laughter) - You know, Joanna one thing- - I mean, I wouldn't have
loved to answer that last one, but I think Jos did wonderfully. - One of the things that I love, and you probably heard my
story from all the way back to the very first iPhone
when we, you know, which didn't launch till six
in the afternoon that day. And yet there was a people that
camped out all night for it. People are still in lines waiting for new iPhones every year. They're excited by what we do. We leave a lot of innovation, including in software and hardware, 'cause as you know, we're the
guys that put it all together. People are very excited
by the new iPhones. Dynamic Island. The things
we have 48 megapixel camera, all the things we do with the iPhone 14, iPhone 14 Pro and it
gets people very excited. So again, I can't speak for these boring
phones you're talking about, but like I said, those
sound like somebody else's. - [Craig] Yeah, and I'd just say that you said why every year? I think we always have
a ton of stuff that, I mean we've gotta get it out. I mean we've been working
on it for years and years. There's a pipeline of things that we feel are really gonna positively
impact our customers. If we can take a better picture, that's a year of capturing
maybe your young family with a better picture, and
I think that's meaningful. And every year we work
to harness the power, the best sensors we can
create, the best silicon, the best computational photography
pipeline we can manage. I think these matter to a lot of people. You don't have to buy a
phone, a new one every year, but someone is gonna decide they want the best camera they can get, that those capabilities
are really compelling and so we wanna give them that option. - [Joanna] Makes sense. When,
well you mentioned silicon. I think we're so used to so
many of Apple's best products being new things we can see. The iPod, the iPhone, iPad. Seems like one of your biggest
innovations in the last, I would say five years, has
been your own silicon in Macs. Tell me about why you made that decision. Why did you make the
decision to leave Intel and say, "We need to
go at this on our own?" - Well, I mean the story of
our silicon is, you know, goes back further than our transition to Apple silicon on the Mac, right? This journey started with the iPhone and Apple has always deeply believed in controlling the technology
that's most central to delivering the user
experience for our products. And there's no doubt when it came to building the best phone possible, that the application processor, which integrates all the functionality, it's not just a CPU, it's not even just a graphics processor, it's a media pipeline, it's an ISP, now it's about artificial
intelligence and a neural engine. I mean, fundamental aspects of building the experience of iPhone
are tied up in that silicon. And of course in a mobile phone, it also drives the kind of
industrial design you can manage when it comes to things
like power efficiency. So controlling that was fundamental to building the right product. And our team really
focused for years and years on the right problem that I think a lot of the industry was ignoring, which was power per watt, efficiency. Not just about peak
performance at any power level, but performance per watt. And year in year out, getting
better and better at that. And we could chart out
where that was going and where that was intersecting with what our other products needed. High-end iPads and eventually Macs. And for those of us that
had had the luxury for years on being able to spec out the
experience for our customers, going from silicon to the hardware to the software that
was going to run on it, and being able to do that
with our in-house silicon when it came to iPhones and iPads and having to go through what we had to go with really making a lot of
really unfortunate compromises when it came to silicon we
didn't control on the Mac, we were really eager to get there when those performance lines crossed. And I think, I mean you probably
remember when that happened. We said at the time it vastly
exceeded our expectations. Which is a kind of crazy thing. When you go to build something, you say, "I think it's gonna be this good." And then we start running the tests and we put all the pieces
together and we're saying, I mean people are coming in and going, "My God, you wouldn't believe
the numbers we're getting, You wouldn't." And which is crazy 'cause we're pretty good
at estimating these things. But overshot and I think in all respects, our users have felt like it has exceeded all of our expectations and it is a wonderful place to be. - [Joanna] Yeah. And I think you have people who never really thought much
about processors, right? Never really thought about Intel inside and now they have different
experience on the Mac. And so. - [Jos] Well, you know,
when we brought out that M1, I mean, people had a hard time believing what we were saying up on stage. And I think a lot of
you journalists, right? "How can it be that much faster and give you this much more battery life?" Because as Craig said, no one had really done
that equation, right, where they focused on the power per watt. But every single journalist
that reviewed it, right, every single, you know,
tester that tested it, found the same conclusion, right? That it was unlike anything
they had ever seen. Faster and yet incredible battery life. And this is what we've been
experience in iPhone for years. I mean, look, you heard of
stock this year, we still, you know, have such an
advantage that our competition's trying to catch up where we
were with iPhone 11, you know, from a performance standpoint,
and we're at iPhone 14 and using less power than they're using. - And it's an experience thing too, beyond just battery life
and raw performance. I think you pointed out
when we came out with it, the fans or the lack of fans. I mean, how long were we all
cursed by just that buzzing. It is serenity to have, be
able to use your computer and not hear it, right? And that took an incredible feat- - [Joanna] It's too quiet
in my office now, guys. - ...of silicon engineering. Is it too quiet now? Sorry. - It's just too quiet. - Just alone with your
thoughts, just haunted. - Yes. If you can also make
my kids a little bit quieter, it'll be great, great. Work on that. - But that's a good point because - Talk to Johnny Srouji about that. - It's a good point.
- We'll see what we can do. - ...it's the entire system, right? It's the ISP, it's the
unified memory, you know. There's just so many
advantages to the architecture that, again, is new to PCs. - So I'm gonna move to
privacy in a few minutes, but I have a few questions and
we don't have a lot of time, so I wanna do a rapid
fire thing here. You get- - Oh, we like going slow. - [Joanna] No, yeah, yeah. The clock is running out. But you get five words to
answer each of these questions. - Five words-
- Five words. - ...for each question. I
wanna clarify the rules. - I'm very confident in you both. - Total of 10.
- Is there a point system? - If you go over... No.
(laughter) Okay. Will we ever see a
touch screen on the Mac? - Who's to say? - [Joanna] Okay.
(laughter) - Why isn't there a
calculator app on the iPad? - Who's to say? - [Joanna] Oh yeah, you can't, you cannot- - Now we're up to six. - [Joanna] You cannot use
the same answer twice. - There are tons of them.
Go to the app store. - [Joanna] Why doesn't Apple have a calculator app on the iPad? - We do a handful of apps
relative to the 1.8 million apps. - [Joanna] You never
wanted to add something on your iPad? - I use third party apps. - I just wanna say you both
violated the 10 word limit. I think it's time to move on. - [Joanna] Okay. Why can't Siri set two
timers on my iPhone? - Who's to say.
(laughter) - You can't keep saying,
"Who's to say," you know, we'll ask Siri. - You didn't establish
the rules clearly enough. - I did not. How many iPad models
do you have right now? - Who's to say?
(laughter) - All right, we're moving on from there. All right. You know
what, we'll do this one, but you can get more time.
- Okay. - In the words of the
iPad commercial girl, what is a computer? - Well that's the thing.
She doesn't need to, she doesn't care. It doesn't matter 'cause it
does what she wants, you know. - [Joanna] Yeah. I'm
really getting nowhere. - Where were you hoping to get? - We were getting nowhere. And I crowdsourced some
of these questions. The people who are watching on Twitter, I'm sorry, they're not answering. - I'm sorry, Twitter. - I'm sorry. All right,
we're gonna move to Privacy. So back in 2021, you released App Tracking
Transparency or ATT and it gave users more choice over sharing their data
with other companies. It was this, let's see. - Another prop. - Tiny, tiny popup. - Yep.
- Right? We have these tiny popups all coming up on our phones, right? - Yeah.
- But big, big business impact, right? Knocks billions in revenue
off of companies like Meta, Google, others. Did you anticipate this domino effect? - I'd say we couldn't be sure. I think we were truly just
focused on doing the right thing. I mean, our conversations were just users. We'd been working for so
many years to try to bring more transparency and control to so many areas of the experience. And years before we'd brought Intelligent Tracking Prevention to Safari. And so we'd seen the problem
of tracking on the web and we'd been able to
counter it in large part. And we felt the world of
apps should be no different. That users should have the
same level of protection or even better in the world of apps. And so the privacy team
that is in my organization, we set out to change it and, you know, I think there was uncertainty about what the short term impact would be. I think we felt in the long term that quality advertising
and privacy could coexist. There would be innovation, some of it from us,
some of it from others. But that journey had to start. It was what we wanted for ourselves and our friends and our family. We thought it was, people should
have that level of control. And so that's the road we went down. - [Jos] Yeah. It's a
simple question, Joanna. And it's just getting the
users say, "Yeah, that's okay." I mean, how many times have
you shopped for something and all of a sudden you are
now getting emails from other, you know, shoe companies
when you buy shoes or you're seeing, you
know, web ads everywhere, sometimes that creeps people out. And sometimes it's not as
simple as shoes, right? And as you know, data
brokers are building profiles on you, you know, based on
what can be sent to them that you have no idea. So all we're saying is,
look, advertising's cool, just get the user's permission if you're gonna send
it to other companies. And I think that's the
part people miss, right? Obviously, if you
interact with the company, there's an expectation that they have some information on you. The creepy part and the part
that people don't really, didn't totally grok is no,
they're selling, you know, all this information and
building this profiles of you that you don't even know exists. You know, they know
everything about you, right? And again, for some people,
that's cool, you know, but at least ask your permission. - [Craig] And I think this
felt really wrong to us because we knew even
people in the industry didn't really understand the
extent of what was going on, let alone the average user. And, I mean ultimately
we all came to Apple to build these products that we wanted to do good in the world. And the idea that these
could be used in a way that our customers maybe didn't expect, in a way that was not in their interests, that they should have a choice. And I think that was in some
ways a really simple decision. - [Joanna] There's been
this feeling though that a little bit of the
move has been hypocritical as Apple, or there are reports that Apple wants to move
more into advertising. Is that any part of the
motivation? Does Apple have...? - Well I should say first. Zero part of the motivation. I can tell you, I mean, I've
heard conspiracy theories that are crazy and weird to read because I personally was
part of the discussion to go down this road and none of that. This was driven by our privacy
team as part of a long agenda that you could watch in Apple's business year after year after year how we were stepping
up privacy protections in area after area. This was our team going, "You know, we feel protecting apps consistent with what we've done in Safari makes sense." We brought this to business and just said, "Heads up everyone, you know what you're doing this year after your privacy agenda. Here's what's coming." That is where this feature
came from. Full stop. - [Jos] And by the way,
again, just to clarify, we're not against advertising. And by the way, we're adhering
by all the same rules, right? We're not sending any of
your information, you know, to anybody without your permission. As a matter of fact, we
don't send it period. And we give you options to even opt out of what we're keeping within the company. - [Joanna] You mean in your own apps? - In our own apps.
- [Joanna] Yeah. - Yeah. So.
- [Craig] That's right. - [Joanna] And Craig,
actually, you mentioned, not to cut you off but it's interesting that you
have this privacy roadmap. Obviously those of us that watch all the (indistinct) keynotes, we
know that now to expect sort of the privacy section, right? What is the reason for that? I mean, does it help sell more phones? Are people buying because there's privacy? - Well it's funny, it's funny you say that because for many, many years
this journey for us on privacy in some ways started with
the origin of the company as a personal computer. I mean our sensibilities at Apple are, you had your computer,
you had your floppy discs, there was no mainframe that had your data, you owned your data. I mean, this is just so core to what sort of feels right to us. But if you go back to
when we created iPhone, we put all these protections in place, said the app has to ask if they
want to access your photos. They have to ask if they
want to use your camera. You know, all of this was
completely new to the industry, but something we felt
really strongly about. And as time went on, there was a lot of
discussion that we were in a, not within Apple, but outside, we were in a post-privacy world, and isn't AI all about
needing all the data? And then does anyone actually care? And within Apple we're
saying, "It doesn't matter. This is what we think is right." And again, these are the
products we want for ourselves. You know, for my kids, I didn't want them using products that, where people were slurping up their data, sharing it all over the place. So we were constantly doing these things that I think the rest of the
industry thought we were crazy. This is surely holding us back. You could, I'm sure you
could find articles in your own paper perhaps saying
this years and years ago. - [Joanna] I probably wrote it. Yeah. - [Craig] Yeah. What is Apple's problem? Like, why are they so
obsessed with this stuff? And so it's just wild to
me now when people come, "Oh Apple, aren't you just
doing this 'cause it's so hot?" Like what? You know, no, we're doing
it 'cause it's right. And you know, at the time we said, "Well maybe someday
someone's gonna realize when they fully become aware
of how this being abused, maybe they're gonna say, 'Well thank goodness Apple was
doing something about this.'" But that has never been the reason we've done anything in this area. - [Joanna] Okay. I'm running out of time, but you guys have nothing
else to do tonight, right? - We came here to see you. - Really?
- Yeah. - Okay. And go to the bar after? - Well hell yeah. - [Joanna] Okay. All right. You know, speaking of, we're talking a little bit
about ecosystem, Craig, and I wanna read you back
an email of yours from 2013. You might have read it
before or written it before. It was to Apples Eddy Cue,
he's a colleague of yours, and you said, "I'm concerned
that iMessage on Android would simply serve to remove an obstacle to iPhone families giving
their kids Android phones." Whatever happened to iMessage on Android? - I'm not aware of it shipping. - [Joanna] Yeah. You sent this email though.
- I did. - [Joanna] You sent this email, you felt like maybe we
shouldn't release this product 'cause other people
will buy Android phones. - My feeling, and I think
if one read the whole, the whole email was clear, the back and forth with Eddy was, if we're gonna enter a market and go down the road of
building an application, we have to be in it in a way
that's gonna make a difference. That we would have a lot of customers, that we would be able to
deliver great experiences. This comes at a real cost. And my fear was we weren't
in a position to do that. And so if we just shipped an
app that really didn't get critical mass on other platforms, what it would've accomplished
is it would've held us back in innovating in all the ways we wanted to innovate in
messages for our customers, and wouldn't really have accomplished much at all in any other way. And so we just felt, you know, pick where you can make a difference. Pick where you're gonna invest and do it where you'd make a difference. And this seemed like a throwaway that wasn't going to
serve the world, honestly. - One of the big themes of the conference and has been around the, obviously, the macro environment and return to work. And so, you know, it kind of strikes me every
time I go to Apple's campus, well who wouldn't wanna be at
this campus five days a week? But you guys have returned
to work a couple days a week, How are you... And it sounds
like some folks at Apple have, they don't wanna get back to the office. They do. There's this
tension between some folks. How are you managing through
that as you manage teams? - Well, first of all,
I'll speak for myself. I think you probably know
I love going to Apple Park. You know, so I've been
going back, you know. Like 2020, we are mostly missed, you know, we did some filming of our events, you're familiar with those. But I started coming back
long before we were asked and a bunch of people did. There's always gonna be a
spectrum of folks, right? I think one of the things that we're, and people are amazed to see, is you get back and you do remember the power of collaboration. People love to tell their little anecdotes of things that they
were able to accomplish 'cause they were in a room together in front of a whiteboard. You know, there's a
book, sorry to go here, but Golf in the Kingdom, right? Which is a famous kind of zen golf book. And one of the things I
always remember for it, it's what's between the holes that counts. And reality is life is not just meetings, sometimes it's what's
between the meetings- - [Craig] 100%.
- ...that count, right? It's the conversations you have. Sometimes they're social
nature and that's okay 'cause we're bonding, we're
building a culture, you know. Sometimes they're that
let's stay a little extra and talk on whiteboard about
something we can do together. WebEx, you know, which we use, you know, Zoom, others people use, just
don't lend themselves to that. But they do have a purpose, right? And they're pretty efficient
for getting meetings done. So what we try to do is
a blend of both, right? We have three days in the office, right? Two days that everybody's in the same day, Tuesday and Thursday there's commonality. Third day the teams can decide. I think most teams have
decided on Wednesday, but some are moving that around. And then the other two are
do it on, you know, on WebEx. And I think it's a nice blend, you know, of learning new tricks. And by the way, one of the
things that we've said, it's a hybrid, you know,
and it's a pilot, right? And that we'll see how it
goes and we'll figure out how we make things better
'cause that's what we do. We're Apple. We're always
trying to figure out how to make things better. Is you would expect this is
one of those areas as well. - We're better and we're
happier when we're together. - [Joanna] Is that a song? - We can write one. - [Joanna] Is that a new song? - That explains these microphones. - We got the right mic. We can dance. We got class. It's free. - [Joanna] You do look
like Britney's Spears. - Yes. Yeah, it's been a real- - [Joanna] It's the hair. (crosstalk) - Honestly. It's something
I've been working on. - Yeah. All right. - But the... I mean it's strange that as we were in the pandemic
and we'd all talk about the, you know, depression and
the mental health crisis and we talk about how our kids were devastated by the lack of connection. And yet somehow we thought
we weren't affected by this. That all of us wouldn't
benefit from being connected with the people with whom we're doing the most important work of our lives. I think it's crazy. And when we've been back, we are so much more effective
and we are enlivened and invigorated and happy
and finding that space in-between meetings and making decisions and spotting problems earlier and coming up with better ideas. And this has been fundamental to Apple's way of being forever. I mean our whole culture has been about being in
the same place together, building products in tight
interdisciplinary teams. And that's who we are. And when you hear, I
mean, I think it's an, honestly it's a big disservice that I, what I read where people say, "Apple employees don't wanna come back." What are they referring to? They're referring to a
petition by like, I don't know, a 10th of a percent of Apple employees. Of course there's some people
who moved to Kansas and said, "This is where I wanna be."
Sure is that Apple "employees"? It's an Apple employee. But I think a lot of us are thrilled to be able to engage with one another. And I think it's important. - Does it also mean more
face time with your boss? I was gonna just quickly ask what it's like to work for Tim Cook. Does he bother you guys on iMessage? Does he, "Come to my office right now,"? - Well, he's actually great
for in-person meetings by the way. - [Craig] A lot of Snapchat though. Yeah, the lenses, he's
heavy with the lenses. - Definitely likes in-person meetings. And I think we've some, you know, incredibly important dialogue together and together as an executive team. You know, we have a lot of time together. - We've always met together
for hours every week. I mean that's a staple to our culture. And of course Tim leads those meetings. - How's the work on the Apple car coming? - The Apple card? The little white one? - Yeah, but the car. - Oh, I sorry, I thought
you said Apple card, 'cause Apple Card's doing quite well. I suggest you all get one, you know. Pays your money back, doesn't
cost anything. Really cool. - Uh-huh. How about the
headset? How's that work coming? - Air Pods? - No, see nothing rhymes with headset. - Air Pods.
- Air Pods are great. - They're wearable. - Spatial audio. It's
gonna blow your mind. - It is probably when you build
it into the headset. Right? I'm gonna ask you the same question I asked Evan Spiegel though. You have to finish this
sentence, both of you. The metaverse is... - A word I'll never use. (laughter)
(Crag clapping) - [Joanna] Craig. The metaverse is? - Yeah, I'm good with that. (laughter) - Yeah. You guys aren't
gonna tell me anything about new products, but I do, you
know, we can end here on at Apple, you must at some
point come to a sense of this is an RnD product, this
is a project that's RnD. At what point does something go from... Well I'd love you to take me
through the whole process, but how do you get from
something that's RnD to something that's ready to ship? Is there a process of how
you think about what that is? - Well there's a lot of
technologies we work on for years, you know, and sometimes they
become enabling technologies to create other things, you know. A classic example that is the
multi-touch display, right? We worked on that for years
before there was an iPhone. And as you know, and as we
talked about, you know, publicly, we were applying that
to a different project before we decided to apply it to the, what became the iPhone. So it's always hard to say
and that's why sometimes it's hard to say even
when some projects start because, well what do you mean? Because the technologies
may have been something that we've been gestating
for quite some time. - Yeah. There's so many
threads of exploration in experiences we want to create, in fundamental technologies that could enable those experiences. Some of them are in the
background percolating for years and years
because there's something we know we want to get to, but the pieces aren't quite there. And then there are points where
we think we can start to put these pieces together and
we're building prototypes and we're seeing what might work. But even then to get to the final product, sometimes that's involving,
"Yeah, but we're gonna need the following pieces of custom
silicon to make that happen. And we're gonna need
the following, you know, camera system with these sensors." And that can be years
and years of lead time. And in the end when you look
at a great Apple product, it involved almost every
discipline imaginable. The full breadth of the
talent of the company from design to silicon
and everything in-between. And what's I think so incredible about being part of it at Apple is none of us could do it
without all of us together. And that when we decide there is an experience we want to deliver, there's a product that we want to create, it can be at that point, four
years out, five years out and everybody is gonna align and everyone's gonna make it happen. And we will knock through
walls, many walls, because we know we all depend
on each other to get it done. And I think it's, yeah, it's just amazing to be part of that group of talented people with that
passion to make it happen. But it's a long process. - It is one of those,
if we can imagine it, we really feel we could create it because of our ability to do, you know, incredible world class software
and world class hardware and now world class services all combined. We think we can create things that just, it's hard to create anywhere else. - So you're imagining a car? - She's so obsessed with that Apple card. - Yeah,
- It's already out. - Yeah. - Oh, I'll leave out
this last question then. Apple is still a computer company, right? Computers now are taking so
many different shapes and forms. What do you both wish
your computers did better? - [Jos] I think that's a trick to get us to tell you
what's coming in the future. - Yeah, 'cause if- - 'Cause it kind of goes,
if you follow the logic, we can imagine it, we can create itself. I can tell you what we can
imagine do something better. We're creating it. It's a truth, Joanna. - You must work in marketing. (laughter) - That was beautiful, Jos. - Yeah. Yeah. - [Joanna] You're not gonna answer. - No. - No because it'll be
telling you the future. 'Cause again, we, you look. - [Joanna] You can be philosophical. - No, I couldn't.
- [Joanna] No? - Okay, well we're gonna end there, but I wanted to thank you
guys so much for coming and so I wanted to get
you a special present. - Uh-oh, another prop. - Yeah, another prop. These both are a bunch of cords. See I wanted to give you both- - Cords. (laughter) - I wanted to give you my cord collection 'cause I do believe
this is a global crisis. And so I wanted to give
you my cord collection and so I give you guys
this as my thank you both. - Is there a Micro USB in there? - There's all of them.
- Okay, great. - There's all of them.
- Awesome. - Thank you guys so much for
coming. Really appreciate it. - Thank you. - Thank you guys.
