IMHO, Mac OS X contributed decisively towards making Apple cool, which was followed by lots of boutique apps and the success of iOS. Loosing that critical mass of developers, even if it's a tiny userbase, would worry me if I was a top leader of Apple.
Apple has had a contemptuous attitude towards developers since.. the App Store? when the iPhone was out? The last two decades? They don't seem to care about this.
App Store was a big improvement for developers when it was new, relative to the alternatives.
The things it does may not seem important today, but back then even just my bandwidth costs were a significant percentage of my shareware revenue.
ObjC with manual reference counting wasn't much fun either; while we can blame Apple for choosing ObjC in the first place, they definitely improved things.
This is a ret-con. If you - as a user - were philosophically and inherently against the App Store, then it may seem that way, I guess?
The reality is that there was a long period of time where Apple built up lots of goodwill with a developer ecosystem that exceeded by many orders of magnitude the pre-iPhone OS X indie Mac developer scene.
There were many, many developers that hadn’t even touched a Mac before the iPhone came out, and were happy with Apple, and now are certainly not.
Another way to see it is that people who programmed for Mac OS already had reasons to be annoyed by Apple (e.g. 64bit Carbon). The iPhone let it get new people, who eventually found out why the pre-iPhone scene felt that way.
I disagree - if the Vision Pro had some strong use-cases then developers would hold their nose and make apps for it. The platforms that get apps are the ones where businesses see value in delivering for them. Of course businesses prefer it when making apps is easier (read: cheaper) but this is not a primary driver.
I think the potential high-return use-cases for VR and AR are (1) games, (2) telepresence robot control, (3) smart assistants that label (a) people and (b) stuff in front of you.
Unfortunately:
1) AVP is about 10x too pricy for games.
2) It's not clear if it can beat even the cheapest headsets for anything important for telepresence (higher resolution isn't always important, but can be sometimes).
Irregardless, you need the associated telepresence robot, and despite the obvious name, the closest Apple gets to iRobot is if someone bought a vaccum cleaner because Apple doesn't even have the trademark.
3) (a) is creepy, and modern AI assistants are the SOTA for (b) and yet still only "neat" rather than actually achieving the AR vision since at least Microsoft's Hololens, and because AI assistants are free apps on your phone, they can't justify a €4k headset — someone would need a fantastic proprieraty AI breakthrough to justify it.
I think the best argument is to remind Apple that they aren't selling the OS anymore, so they don't need a new version every year. And that macOS features is not what is pushing Mac sales. People aren't buying the M series machines because of the new macOS version, they are buying it because of the hardware. The M series chips are impressive and provide some great benefits that you can't get elsewhere.
And that hardware needs to be coupled with solid software to hook and keep people on this computer. So they can take more time to create more compelling upgrades and sand off more edges.
I think they need to desync all their OS's and focus on providing better releases. There really is no benefit to spending the day updating your Mac, phone, tablet, appletv, and HomePod. Especially when there are no good reasons to update. I feel like Apple became far to addicting to habit and routine that it's become more important to keep that than deliver product. Apple Intelligence is a good example of that.
> What’s the actual argument that will credibly convince the top leaders of Apple, to push fixing MacOS up the list of priorities?
Unrelenting bad press. People talking about nothing else but the decline of their software quality. We can already see that with the recent debacle which caused executive shuffling at the top of the company.
That shuffling was caused by Apple utterly failing to deliver a major feature, that was a key selling point for the latest generation of their hardware.
"Bad press" for their declining software quality is like people complaining there's no iPhone mini/SE anymore. Apple just doesn't give a fuck. They've joined the rest of the flock at chasing fads and quarterly bottom lines.
What was the major feature? The complete uselessness of “AI” on macOS? I updated and enabled all the AI features and I would ask Siri from my M1 and it failed every time. Would just continuously try with its annoying ping sound and never work. Blew my mind that they let this out.
Yeah I was talking about the "AI". It's such an utter failure that even Gruber has been calling it out.
It was already the same story with AirPower (the wireless charging mat). They've pre-announced it, even tried to upsell it by advertising it on the AirPods packaging. It just turned out physics is ruthless.
TBH I've been increasingly sceptical about voice assistants in the "pre-AI" era. I sold my HomePods and unsubscribed from Apple Music because Siri couldn't even find things in my library.
A few months ago, for quite a few years, Siri (in the car) would respond correctly to "Play playlist <playlist name>". Now it interprets that as of about two months ago that it should play some songs of the genre (I have a playlist named "modern").
> I sold my HomePods and unsubscribed from Apple Music because Siri couldn't even find things in my library.
I have almost the opposite problem this year. I tell the HomePod to turn the office lights on, it sometimes interprets this as a request to play music even though my library is actually empty, and the response is therefore to tell me that rather than turn on the lights.
Back in the pandemic, same problem with Alexa. Except it was in the kichen, so it said (the German equivalent of) "I can't find 'Kitchen' in your Spotify playlist" even though we didn't even have Spotify.
I’m pretty sure the touch target only covers the text label. Tap anywhere other than the text labels and it does nothing but close the menu. Really bizarre.
Apple is addicted to growth. It is as big as it should be, but it acts like an early stage startup always trying to build some new flashy thing to attract the next customer.
It's not Apple, it's capitalism. "Unlimited growth is the ideology of the cancer cell", yet for Apple (or any corporation), it's not good enough to sell 100,000,000 phones. Next year you must sell 105,000,000. And the year after 112,000,000 (not even 110 or your growth is stagnating).
So you get rid of removable batteries so customers have to toss their phones away more often, you gimp other feature, you spend more money on advertising than you did actually developing the product (read this bit several times until it sinks in how crazy it is, yet that's how we are with every major phone, every major movie, etc), and so on.
In 2016 RedLetterMedia did a breakdown of the movies that year, like top and bottom ten grossing movies. They stated that the advertising budget was the same as the production budget, unless they had knowledge of a different number.
I don't doubt that after 2020 the advertising budgets far outstripped the production budgets - multiple times; I am curious if that trend continues now, now that production isn't hamstrung by covid restrictions.
I'm sure everyone has seen this 100 times already but it really fits given modern advertising practice of every major company, especially in designing products to fit advertising plans.
There are also entire "industries" designed to shield people who want to find quality content from big 'A' advertising.
I love how he uses the word “craftsmanship”, something that he understood quite well (considering how close he was working with people like Bill Atkinson, Andy Hertzfeld, Burrell Smith, etc).
Today engineers have to put up a fight to do anything resembling craftsmanship.
Capitalism works this way because its customers, the investors, want it to work this way, because growth is how you get compound interest. Investors include anyone with an interest bearing bank deposit, a 401k, stocks, bonds, etc.
No growth means it would no longer be possible for an investment to appreciate.
I think of a similar thing when I see people complaining about how companies don't want to pay good wages. When you go shopping do you buy the $10 product or the $5 essentially equivalent alternative? Most people will buy the $5 one. If you do that, you're putting downward pressure on wages.
It's in your (purely economic) best interest for your wages to be high but everyone else's to be low. That's because when you're a worker you are a seller of labor, while when you're a customer you are an (indirect) buyer of labor.
Everything in economics is like this. Everything is a paradox. Everything is a feedback loop. Every transaction has two parties, and in some cases you are both parties depending on what "hat" you are wearing at the moment.
Growth isn’t necessary for high returns on equity. And it isn’t necessary for the investment to provide a return.
Equity returns ultimately come from risk premiums. (Which are small now in US equities BTW).
I’m invested in a microcap private equity fund that has returned >20-25% for years. They have high returns because they buy firms at 3-4x cashflow. You will get the high returns even with no growth. And with no increase in valuation. The returns are a function of an illiquidity premium.
With Apple explicitly, growth is expected given the valuation level. If it doesn’t grow, the share price will decline. So yes, in their case, firm is certainly under pressure to grow.
I also don’t agree with your “best interest for wages to be high and everyone else’s lower”. That is one aspect. It is more complicated. Consider Baumol Effect for starters.
I'm talking about macroeconomics, not micro. Risk premium means there is risk; not everyone gets a return at all. The entire society, as a whole, cannot experience consistent returns unless there is macroeconomic growth. If the pie is not getting bigger, someone has to be losing for someone else to gain.
Things like retirement, 401ks, etc., are society-wide institutions subject to macroeconomic rules.
The actual argument would be people voting with their wallets and moving away from the Apple ecosystem, but this something impossible at least in the USA due to these bullshit "blue bubbles"
For most of the people here they don't. In popular culture and especially among teens and non-technical twenty-somethings there's this absurd "eww green text!" thing. A blue bubble is a status symbol for some reason, even though there's lots of Android phones that cost as much as iPhones.
At this point this is not an argument anymore, it’s just a thought terminating cliche.
Expecting users to change their daily habits in order to marginally improve the operating system of a trillion dollar company feels naive and a bit disrespectful to people who actually use these machines for work.
Even developers… the vast majority of developers ignored Apple for decades (and Apple was also hostile) and it managed to grow despite that.
Might as well ask people to contribute to Gnome or whatever so in the future everyone can go somewhere better. Feels way more feasible.
But the opposite is assuming that Apple has a "responsibility" towards its existing users and has to acknowledge their expectations from them.
A sentiment which famously led Steve Jobs to respond that he doesn't understand this, because "people pay us to make that decision for them" and "If people like our products they will buy them; if they don't, they won't" [0]
So according to Steve Jobs himself, the only Apple-acknowledged way to disagree with Apple is to NOT buy their products, and by extend into the services-world of today it means STOP USING their products.
Now Steve Jobs doesn't officially run this company anymore, but I don't see any indication that this philosophy has changed in any way.
I don't think that's the opposite. The opposite is admitting that people have more than one reason to choose computers, and "voting with your wallet" only works for easily replaceable items, like groceries, clothing, etc.
Most people are not going to migrate to Android, Windows, Linux or whatever else just to make macOS marginally better.
And it's fine: marginal quality improvements of a product are not the "responsibility" of consumers.
I don't think you're taking their argument in good faith. At least my read on what's being said here is that the psyops lock-in effects that Apple uses are too strong.
It's not just "blue bubbles," but "blue bubbles" seems like a good shorthand to me. It's also things like Hand-off, or Universal Control, or getting Messages on both iPhone and Mac seamlessly, or being on the same WiFi network allowing your iPhone/Watch to work as a tv remote for the Apple TV even if you're just visiting a friend. Features that any platform can and does enable, but that do to Apples vertical can work seamlessly out of the box, across all the product lines, while securing network access in the ways most users will want, creating a continuous buy-in loop wherein the more Apple products you buy, the more incentive there is to buy exclusively Apple.
And it's a collective "you." If your entire family uses exclusively Apple products, then you'll be the only person who can't easily use eg the Apple TV in the living room, or the person "messing up" the group chats with "User reacted with Emoji Heart to [3 paragraph text message]," or the one trying to decide between competing network KVM software platforms so that you can use your tablet when your 12-yo can just set their tablet next to their laptop and get a second screen without any setup. Nevermind that these are all social engineering techniques that only exist BECAUSE Apple chose not to play nice with others, they still socially reinforce a deeper commitment to Apple products with each additional Apple product in the ecosystem.
I say this as someone "stuck in the blue bubble" with eyes open about what's going on. I'll keep picking Apple as long as they're a hardware-oriented company, because their incentives are best aligned with mine for the consumer features they are delivering (for now): consumer integration that sells hardware. It's insidious in its own way, but not like "hardware that sells eyeballs" (Google/Meta) or "business integration that sells compliance" (Microsoft).
> What’s the actual argument that will credibly convince the top leaders of Apple, to push fixing MacOS up the list of priorities?
That their own products depend on it because they developer their products in Mac. And that the professional people they pretend they cater to depend on Macs, and steadily move away.
Because right now it’s clearly so far down, beneath dozens of other priorities, that expecting it to just happen one day seems futile.