My Take on The New Apple
https://www.youtube.com/watch?v=i9TvUGeTltE
[00:02] Apple is one of the biggest and most interesting companies in the world right now, not for any new products, but for what's going on behind the scenes, because it is now the scenes.
[00:12] So, Apple turnover or Apple's turnover has made headlines for like the last week straight.
[00:17] You've probably already seen it on your feed.
[00:18] Tim Cook is officially stepping down as CEO of Apple this year to be replaced by John Ternus.
[00:25] And I normally don't cover CEO changes at companies, but a lot of you have been asking me about it, and I do think this one's really interesting in the context of the types of products we may be about to get as a result.
[00:35] So, the full story is John Ternus, starting in September, will be the new CEO of Apple Inc.
[00:40] He was previously the senior vice president of hardware engineering.
[00:44] So, the new chief of hardware when he moves up will be Johny Srouji, who was working as senior VP of hardware technologies.
[00:50] He's the guy who's always in the chip lab down in all those Apple keynotes leading all the Apple Silicon stuff.
[00:56] And Tim Cook won't be leaving Apple.
[00:58] He'll just do the classic retirement move to chairman of the board of directors.
[01:01] So, first of all,
[01:03] of directors.
[01:05] So, first of all, uh we got to give props to Tim Cook where it's due.
[01:06] I mean, love him or hate him, that man stepped into probably the single hardest job in tech, which is you're going to follow up Steve Jobs.
[01:13] And while he is no Steve Jobs, he did it in his own way.
[01:17] He brought all of his supply chain optimization and business expertise to take Apple to ridiculous heights to be a trillion-dollar then two, three, four trillion-dollar company through 15 years of wildly different economies and political climates.
[01:31] Investors love him.
[01:32] That was what he was always good at.
[01:33] But the number one question a lot of people have been asking me for the past week straight is like, all right, now what do you think?
[01:37] What is going to possibly change about Apple now that Tim Cook is stepping down?
[01:43] And it's funny, normally, you know, with these with one or two people shuffling around, it typically doesn't actually make much of a difference.
[01:47] Like with these huge companies, they're like a massive boat and thousands of people have a paddle.
[01:55] So, no one person is going to dramatically change the direction of the whole company.
[01:59] But if you've paid attention for the past couple months around Apple, it's actually more than just the guy at the
[02:03] actually more than just the guy at the top.
[02:03] It's more than one or two people.
[02:05] top.
[02:05] It's more than one or two people.
[02:06] There have been a lot of really high-level executives and important
[02:08] high-level executives and important people and leaders in the company
[02:10] people and leaders in the company stepping down, leaving, and mostly
[02:12] stepping down, leaving, and mostly retiring.
[02:14] There were maybe one or two surprises in there, but it was mostly a
[02:17] surprises in there, but it was mostly a bunch of fairly long-tenured predictable
[02:20] bunch of fairly long-tenured predictable 65-plus year-old C-suite executives just
[02:24] 65-plus year-old C-suite executives just retiring around the same time and then
[02:26] retiring around the same time and then handing over the reins to a bunch of the
[02:28] handing over the reins to a bunch of the younger generation inside Apple.
[02:30] younger generation inside Apple.
[02:30] So, then Tim Cook, who is 65 years old, was
[02:33] then Tim Cook, who is 65 years old, was essentially the last big domino in a
[02:35] essentially the last big domino in a large, likely orchestrated series of
[02:37] large, likely orchestrated series of exactly that.
[02:39] exactly that.
[02:39] If you want a lot more insight on this, you should watch Snazzy
[02:40] insight on this, you should watch Snazzy Qwinn's video on it.
[02:42] Qwinn's video on it.
[02:42] It's a few months old, but it has aged incredibly well on
[02:45] old, but it has aged incredibly well on all of this.
[02:46] all of this.
[02:46] So, my takeaway from all this
[02:47] this is it feels like there's a bunch of
[02:50] is it feels like there's a bunch of coordinated oars all changing direction
[02:53] coordinated oars all changing direction at the same time in the same way that
[02:55] at the same time in the same way that seems to actually be changing the
[02:57] seems to actually be changing the direction of the boat.
[02:59] direction of the boat.
[02:59] And I think I really like where it looks
[03:01] And I think I really like where it looks like it's all going.
[03:01] See, Steve Jobs
[03:04] like it's all going.
[03:04] See, Steve Jobs is what I would call a product guy.
[03:06] is what I would call a product guy, right?
[03:06] He was the CEO and he did a lot with marketing and strategy and the rest of that.
[03:10] He was the visionary, but the head of the company was this guy who really dived into the nitty-gritty of the products and what they were capable of and what made them great.
[03:16] So, then Tim Cook, not a product guy.
[03:20] And that's fine.
[03:22] That's still totally fine.
[03:24] Still was incredibly successful as a CEO.
[03:25] Investors love him.
[03:26] But whenever he talks about Apple, it's pretty clear he's not in the nitty-gritty of the products.
[03:29] Like, you can even go back and watch my interview with him from two years ago.
[03:33] I made the mistake of trying to talk about a lot of products in detail and that's how I end up with this meme of me basically reminding him that the Magic Mouse exists and him having to come up with something to say about it on the spot.
[03:46] The Magic Mouse.
[03:49] Uh it was also an incredible moment.
[03:56] The getting the ergonomics well done and uh was key.
[03:57] The Magic Mouse.
[04:06] and uh was key. The Magic Mouse.
[04:08] Yeah. You can tell that's the first time he's thought about that product in a long time.
[04:11] So, anyway, John Ternus, new CEO, just came from being the VP of hardware engineering.
[04:17] This is a product guy again.
[04:18] And I'm not just saying that.
[04:19] You can go watch interviews of him from the last year or so of Apple parading him around, essentially getting him on camera and ready for the CEO spotlight.
[04:28] I also interviewed him about two years ago and we went back and forth in depth about the iPhone and its materials and shed some light on Apple's specific stance on repairability versus durability, and it was quite nuanced.
[04:40] Now, whether we agree with it or not, that's another story, but the point is this guy is clearly in the nitty-gritty of the products all the time.
[04:48] And so, now this guy is obviously in a much more elevated position in the company.
[04:52] So, what does this mean?
[04:54] Well, I I think we can look at the past couple years of Apple's hardware engineering, which have gone really well, to get an idea.
[04:59] So, the last of the Jony Ive-designed MacBook Pros that were too thin and had keyboard issues and overheated are out, and the Apple Silicon-powered MacBook Pros that are
[05:08] Silicon-powered MacBook Pros that are actually thicker and have more battery.
[05:10] Actually thicker and have more battery and more ports are in.
[05:14] Uh, the $599 Mac mini snuck up as one of the best deals in all of tech.
[05:16] And then the latest, most disruptive example, MacBook Neo coming along at 600 bucks and putting the entire Windows laptop industry on notice.
[05:19] Coming along at 600 bucks and putting the entire Windows laptop industry on notice.
[05:24] So, a little inside baseball real quick, but I think it's be helpful.
[05:29] A little inside baseball real quick, but I think it's be helpful.
[05:30] So, since COVID, Apple events, instead of being live on-stage presentations, are now these pre-recorded productions.
[05:35] Of being live on-stage presentations, are now these pre-recorded productions, these really, really polished productions.
[05:39] These really, really polished productions.
[05:41] I actually really like them a lot.
[05:42] But anyway, now that they're pre-recorded, that means that whenever there's a new Apple event and they invite us all to go to Apple go watch this pre-recorded production that they've made.
[05:46] Pre-recorded, that means that whenever there's a new Apple event and they invite us all to go to Apple go watch this pre-recorded production that they've made.
[05:51] They've made.
[05:52] So, when everybody goes to WWDC this summer, we're all going to go to one place and just essentially watch a screening of the movie that they made together.
[05:56] To one place and just essentially watch a screening of the movie that they made together.
[05:59] It's the same thing that you see getting live-streamed.
[06:00] But what you might not know is if this is a 10:00 a.m. event and a 10:00 a.m. live stream, right around like 9:57.
[06:04] Might not know is if this is a 10:00 a.m. event and a 10:00 a.m. live stream, right around like 9:57.
[06:10] right around like 9:57, Tim Cook will come out onto a stage in front of the screen and give a big patented good morning and give us like a 3-minute intro to the event and what to expect.
[06:21] Nothing crazy, just CEO talk.
[06:23] Oh, thanks for joining us today here at Apple.
[06:24] We're really proud of what we've made.
[06:26] We have something really exciting to show y'all.
[06:29] So, enjoy.
[06:30] We think you're going to love it.
[06:32] And then it starts, you know, at 10:00 you all tune in, the live stream goes.
[06:37] For the MacBook Neo event, that was John Ternus.
[06:39] And that's obviously before he was announced as CEO.
[06:42] It's a couple weeks ago. So, clearly they're getting him ready to do more of these.
[06:46] But also it's it's symbolic of him like heading the development of the Neo and kind of owning that project and presenting it to the world.
[06:53] I don't think I saw Tim Cook there at all.
[06:54] Word on the street is they were already planning to do this again anyway in September, but now it's even more likely since he is the CEO, but Ternus will probably be the guy mainly hosting the entire iPhone unveiling event the way Tim Cook has in the past.
[07:07] This year that we are expecting to get an iPhone Fold, which seems like he has
[07:12] an iPhone Fold, which seems like he has also been spearheading the development.
[07:13] So, I hope that that guy who's been given elevated leadership in the company and has a bunch of people with him on board now for that type of stuff and has been spearheading development of interesting stuff like MacBook Pros and then MacBook Neo and a folding iPhone, I hope that that guy can continue taking really big swings at interesting, thoughtful hardware products.
[07:36] Like, don't get me wrong, a lot of really solid, interesting products did come out under Tim Cook, like Apple Watch and AirTags and Vision Pro was a big swing.
[07:44] I think AirPods though are probably the most successful example.
[07:47] They're literally the most popular headphones on planet Earth.
[07:50] But they've also clearly shifted into focusing, especially recently, on building out all these services.
[07:54] Like, we hear about them becoming a services company now with like iCloud and Apple TV, Apple Music, Apple Fitness, all this stuff just to get that that sweet, sweet recurring revenue out of the massive iPhone install base.
[08:09] Like I said, investors loved it, but I want the interesting products to start coming
[08:12] interesting products to start coming back again.
[08:14] Now, here's the only thing that makes me nervous.
[08:17] Okay, Apple also has this character about them, which is like they almost seem like they avoid the possibility of failure extra hard, which makes them try less things, if that makes sense.
[08:29] Like, there is a ton of stuff that I would like Apple to make.
[08:32] Like, I say this on my podcast all the time.
[08:35] That they just don't.
[08:37] Like, a camera.
[08:39] I think that could be awesome if Apple made a dedicated camera, but they don't.
[08:44] A smart home speaker with a display instead of just HomePod.
[08:45] That could be cool.
[08:47] Smart glasses, they could jump into that.
[08:48] They're apparently going to jump into folding phones, but other stuff like a printer that doesn't suck.
[08:55] Hey, maybe with their billions of dollars they could figure that one out, too.
[08:58] But every new product drop, especially new category from Apple, it feels like it has to be this massive, revolutionary, huge thing, which it like holds them back from trying a lot of interesting stuff.
[09:07] Like, if if Apple were a YouTuber, they would be the YouTuber that uploads every 6 months.
[09:12] YouTuber that uploads every 6 months.
[09:12] Right?
[09:14] Like like Samsung and Google, they're the daily uploader grinding away trying new stuff all the time.
[09:17] New video, it worked, great.
[09:19] New video flopped, whatever, I'm going to try something next day.
[09:22] Like, they're just constantly pushing stuff out.
[09:23] And so, there's a graveyard.
[09:25] There's literally a graveyard of dozens and dozens of Google products that you've probably mostly never heard of that just didn't work and they killed it.
[09:29] Whatever.
[09:30] But Apple, whenever they talk about something new and it flops, it gets talked about.
[09:32] It echoes.
[09:33] It's talked about so much.
[09:35] Vision Pro, right?
[09:36] iPhone 16E to an extent.
[09:38] Apple Intelligence, obviously.
[09:42] AirPower.
[09:44] Like, when Apple flops at something, you remember it, basically.
[09:48] That's the point.
[09:50] And I think that's made them play things ridiculously safe under Tim Cook for the past many, many years to the point where things feel like almost formulaic.
[09:53] Like we get a new Apple product, but it's it's a parts bin variation of a different Apple product.
[09:56] They all are kind of variations of each other.
[09:59] Maybe MacBook Neo is a like a positive
[10:14] Maybe MacBook Neo is a like a positive version of that cuz that's technically a version of that cuz that's technically a parts bin product, too.
[10:17] But most of them parts bin product, too.
[10:18] But most of them it it would start to feel very stale.
[10:19] I don't know if that's ever going to completely stop, but it does feel like with the new leadership, the new CEO, all of this Apple turnover, it feels like we may be ready to get a bunch of interesting hardware products again,
[10:26] all of this Apple turnover, it feels like we may be ready to get a bunch of interesting hardware products again,
[10:28] interesting hardware products again, which is what I think a lot of people have been asking about and I think a lot of people are ready for.
[10:31] which is what I think a lot of people have been asking about and I think a lot of people are ready for.
[10:33] Now we just need them to step up their software game to match cuz between macOS Tahoe and liquid glass and Apple intelligence and Siri and all of that, there's a lot of work to be done to close that gap.
[10:35] need them to step up their software game to match cuz between macOS Tahoe and liquid glass and Apple intelligence and Siri and all of that, there's a lot of work to be done to close that gap.
[10:43] But hey, if they nail both, that that could be special.
[10:45] work to be done to close that gap. But hey, if they nail both, that that could be special.
[10:47] That could be fun.
[10:48] Bookmark this video and come back to it in 5 to 10 years to see how well it aged.
[10:50] 10 years to see how well it aged.
[10:52] Or or if you are watching this in 2031 and I turned out to be super wrong, send this to someone to show them how dumb I am.
[10:56] if you are watching this in 2031 and I turned out to be super wrong, send this to someone to show them how dumb I am.
[10:59] am.
[11:01] Thanks for watching.
[11:02] Catch you guys in the next one.
[11:03] Peace.
My Take on The New Apple
https://www.youtube.com/watch?v=i9TvUGeTltE
Translation: zh-CN
[00:02] Apple is one of the biggest and most interesting companies in the world right now, not for any new products, but for what's going on behind the scenes, because it is now the scenes.
苹果是当今世界上最大、最有趣的公司之一，不是因为任何新产品，而是因为幕后发生的事情，因为它现在是幕后。
[00:12] So, Apple turnover or Apple's turnover has made headlines for like the last week straight.
所以，苹果的营业额或苹果的营业额在过去一周里一直成为头条新闻。
[00:17] You've probably already seen it on your feed.
你可能已经在你的信息流中看到了。
[00:18] Tim Cook is officially stepping down as CEO of Apple this year to be replaced by John Ternus.
蒂姆·库克将于今年正式卸任苹果公司首席执行官一职，由约翰·特努斯接任。
[00:25] And I normally don't cover CEO changes at companies, but a lot of you have been asking me about it, and I do think this one's really interesting in the context of the types of products we may be about to get as a result.
我通常不报道公司CEO的变动，但你们很多人都在问我这件事，而且我认为考虑到我们可能会因此获得的产品类型，这件事确实非常有趣。
[00:35] So, the full story is John Ternus, starting in September, will be the new CEO of Apple Inc.
所以，完整的故事是，约翰·特努斯将从九月开始担任苹果公司的新任首席执行官。
[00:40] He was previously the senior vice president of hardware engineering.
他之前是硬件工程部的高级副总裁。
[00:44] So, the new chief of hardware when he moves up will be Johny Srouji, who was working as senior VP of hardware technologies.
所以，当他晋升时，新的硬件主管将是约翰尼·斯劳吉，他之前担任硬件技术高级副总裁。
[00:50] He's the guy who's always in the chip lab down in all those Apple keynotes leading all the Apple Silicon stuff.
他就是那个总是在苹果的各种主题演讲中，在芯片实验室领导所有苹果芯片相关工作的人。
[00:56] And Tim Cook won't be leaving Apple.
蒂姆·库克不会离开苹果。
[00:58] He'll just do the classic retirement move to chairman of the board of directors.
他只会采取经典的退休方式，担任董事会主席。
[01:01] So, first of all,
所以，首先，
[01:03] of directors.
董事会。
[01:05] So, first of all, uh we got to give props to Tim Cook where it's due.
所以，首先，呃，我们得给蒂姆·库克应得的赞誉。
[01:06] I mean, love him or hate him, that man stepped into probably the single hardest job in tech, which is you're going to follow up Steve Jobs.
我是说，无论你爱他还是恨他，那个人都承担了科技界可能最艰难的工作，那就是接替史蒂夫·乔布斯。
[01:13] And while he is no Steve Jobs, he did it in his own way.
虽然他不是史蒂夫·乔布斯，但他用自己的方式做到了。
[01:17] He brought all of his supply chain optimization and business expertise to take Apple to ridiculous heights to be a trillion-dollar then two, three, four trillion-dollar company through 15 years of wildly different economies and political climates.
他带来了他所有的供应链优化和商业专业知识，将苹果带到了令人难以置信的高度，成为一家万亿美元，然后是两万亿、三万亿、四万亿美元的公司，历经15年截然不同的经济和政治气候。
[01:31] Investors love him.
投资者喜欢他。
[01:32] That was what he was always good at.
那一直是他擅长的。
[01:33] But the number one question a lot of people have been asking me for the past week straight is like, all right, now what do you think?
但过去一周来很多人一直在问我的头号问题是，好吧，你现在怎么看？
[01:37] What is going to possibly change about Apple now that Tim Cook is stepping down?
现在蒂姆·库克要卸任了，苹果会发生什么变化？
[01:43] And it's funny, normally, you know, with these with one or two people shuffling around, it typically doesn't actually make much of a difference.
这很有趣，通常，你知道，随着一两个人来回变动，通常不会有太大影响。
[01:47] Like with these huge companies, they're like a massive boat and thousands of people have a paddle.
就像这些大公司一样，它们就像一艘巨大的船，成千上万的人在划桨。
[01:55] So, no one person is going to dramatically change the direction of the whole company.
所以，没有人会戏剧性地改变整个公司的方向。
[01:59] But if you've paid attention for the past couple months around Apple, it's actually more than just the guy at the
但如果你过去几个月一直关注苹果，这实际上不仅仅是那个在...
[02:03] actually more than just the guy at the top.
实际上不仅仅是顶层的那个人。
[02:03] It's more than one or two people.
这不止一两个人。
[02:05] top.
顶层。
[02:05] It's more than one or two people.
这不止一两个人。
[02:06] There have been a lot of really high-level executives and important
有很多非常高级的行政人员和重要的
[02:08] high-level executives and important people and leaders in the company
高级行政人员和重要人物以及公司领导者
[02:10] people and leaders in the company stepping down, leaving, and mostly
人物和领导者正在辞职、离开，并且大部分是
[02:12] stepping down, leaving, and mostly retiring.
辞职、离开，并且大部分是退休。
[02:14] There were maybe one or two surprises in there, but it was mostly a
里面可能有一两个惊喜，但那大部分是
[02:17] surprises in there, but it was mostly a bunch of fairly long-tenured predictable
惊喜，但那大部分是一群任职时间相当长、可预测的
[02:20] bunch of fairly long-tenured predictable 65-plus year-old C-suite executives just
一群任职时间相当长、可预测的 65 岁以上的 C 级高管只是
[02:24] 65-plus year-old C-suite executives just retiring around the same time and then
65 岁以上的 C 级高管只是在同一时间退休，然后
[02:26] retiring around the same time and then handing over the reins to a bunch of the
退休，然后把权力交给一群
[02:28] handing over the reins to a bunch of the younger generation inside Apple.
苹果公司内部的年轻一代。
[02:30] younger generation inside Apple.
年轻一代。
[02:30] So, then Tim Cook, who is 65 years old, was
所以，当时 65 岁的蒂姆·库克是
[02:33] then Tim Cook, who is 65 years old, was essentially the last big domino in a
当时 65 岁的蒂姆·库克，实际上是其中最后一个重要的多米诺骨牌，在一个
[02:35] essentially the last big domino in a large, likely orchestrated series of
在一个大型、可能是有预谋的一系列事件中的最后一个重要多米诺骨牌。
[02:37] large, likely orchestrated series of exactly that.
大型、可能是有预谋的一系列事件中的正是如此。
[02:39] exactly that.
正是如此。
[02:39] If you want a lot more insight on this, you should watch Snazzy
如果你想对此有更多见解，你应该看看 Snazzy
[02:40] insight on this, you should watch Snazzy Qwinn's video on it.
对此的见解，你应该看看 Snazzy Qwinn 的视频。
[02:42] Qwinn's video on it.
Qwinn 的视频。
[02:42] It's a few months old, but it has aged incredibly well on
它已经发布几个月了，但它在
[02:45] old, but it has aged incredibly well on all of this.
发布了几个月，但它在所有这些方面都保持得非常好。
[02:46] all of this.
所有这些方面。
[02:46] So, my takeaway from all this
所以，我从中得到的启示是
[02:47] this is it feels like there's a bunch of
这感觉就像有一群
[02:50] is it feels like there's a bunch of coordinated oars all changing direction
是感觉就像有一群协调一致的船桨同时改变方向
[02:53] coordinated oars all changing direction at the same time in the same way that
协调一致的船桨同时以相同的方式改变方向
[02:55] at the same time in the same way that seems to actually be changing the
同时以相同的方式，似乎真的在改变
[02:57] seems to actually be changing the direction of the boat.
似乎真的在改变船的方向。
[02:59] direction of the boat.
船的方向。
[02:59] And I think I really like where it looks
而且我认为我真的很喜欢它的发展方向。
[03:01] And I think I really like where it looks like it's all going.
而且我认为我真的很喜欢它似乎正在朝着的方向。
[03:01] See, Steve Jobs
看，史蒂夫·乔布斯
[03:04] like it's all going.
就像一切都在进行一样。
[03:04] See, Steve Jobs is what I would call a product guy.
看，史蒂夫·乔布斯可以说是产品专家。
[03:06] is what I would call a product guy, right?
可以说是产品专家，对吧？
[03:06] He was the CEO and he did a lot with marketing and strategy and the rest of that.
他是首席执行官，他在市场营销、战略和其余方面做了很多工作。
[03:10] He was the visionary, but the head of the company was this guy who really dived into the nitty-gritty of the products and what they were capable of and what made them great.
他是富有远见的人，但公司的领导者是那个真正深入研究产品细节、了解产品能力以及是什么让产品出色的家伙。
[03:16] So, then Tim Cook, not a product guy.
所以，蒂姆·库克，不是产品专家。
[03:20] And that's fine.
这没关系。
[03:22] That's still totally fine.
这仍然完全没关系。
[03:24] Still was incredibly successful as a CEO.
作为首席执行官仍然取得了巨大的成功。
[03:25] Investors love him.
投资者喜欢他。
[03:26] But whenever he talks about Apple, it's pretty clear he's not in the nitty-gritty of the products.
但每当他谈论苹果时，很明显他并不了解产品的细节。
[03:29] Like, you can even go back and watch my interview with him from two years ago.
比如，你甚至可以回去看看我两年前对他的采访。
[03:33] I made the mistake of trying to talk about a lot of products in detail and that's how I end up with this meme of me basically reminding him that the Magic Mouse exists and him having to come up with something to say about it on the spot.
我犯了一个错误，试图详细谈论很多产品，这就是我最终得到这个梗的原因，我基本上提醒他 Magic Mouse 的存在，而他不得不当场想出一些关于它的说法。
[03:46] The Magic Mouse.
Magic Mouse。
[03:49] Uh it was also an incredible moment.
呃，那也是一个令人难以置信的时刻。
[03:56] The getting the ergonomics well done and uh was key.
把人体工程学做好，呃，是关键。
[03:57] The Magic Mouse.
Magic Mouse。
[04:06] and uh was key. The Magic Mouse.
并且……很重要。妙控鼠标。
[04:08] Yeah. You can tell that's the first time he's thought about that product in a long time.
是的。你可以看出这是他很久以来第一次想到这个产品。
[04:11] So, anyway, John Ternus, new CEO, just came from being the VP of hardware engineering.
总之，约翰·特努斯，新任首席执行官，刚刚从硬件工程副总裁的职位上调任。
[04:17] This is a product guy again.
他又回到了一个产品经理的岗位上。
[04:18] And I'm not just saying that.
我并不是随便说说而已。
[04:19] You can go watch interviews of him from the last year or so of Apple parading him around, essentially getting him on camera and ready for the CEO spotlight.
你可以去看看他过去一年左右接受的采访，看看苹果公司是如何让他亮相的，基本上是让他出现在镜头前，为担任首席执行官做准备。
[04:28] I also interviewed him about two years ago and we went back and forth in depth about the iPhone and its materials and shed some light on Apple's specific stance on repairability versus durability, and it was quite nuanced.
大约两年前，我也采访过他，我们深入地就 iPhone 及其材料进行了交流，并阐明了苹果在可修复性与耐用性方面的具体立场，这相当微妙。
[04:40] Now, whether we agree with it or not, that's another story, but the point is this guy is clearly in the nitty-gritty of the products all the time.
现在，我们是否同意这一点是另一回事，但关键是这个人显然一直在产品的细节中。
[04:48] And so, now this guy is obviously in a much more elevated position in the company.
所以，现在这个人显然在公司中处于一个更高的职位。
[04:52] So, what does this mean?
那么，这意味着什么？
[04:54] Well, I I think we can look at the past couple years of Apple's hardware engineering, which have gone really well, to get an idea.
嗯，我认为我们可以看看苹果公司过去几年的硬件工程，它们进行得相当顺利，以此来获得一些想法。
[04:59] So, the last of the Jony Ive-designed MacBook Pros that were too thin and had keyboard issues and overheated are out, and the Apple Silicon-powered MacBook Pros that are
所以，最后一批由 Jony Ive 设计的、过于纤薄且存在键盘问题和过热问题的 MacBook Pro 已经淘汰，而苹果芯片驱动的 MacBook Pro 正在...
[05:08] Silicon-powered MacBook Pros that are actually thicker and have more battery.
更厚实、电池续航更长、端口更多的硅动力 MacBook Pro 来了。
[05:10] Actually thicker and have more battery and more ports are in.
更厚实、电池续航更长、端口更多。
[05:14] Uh, the $599 Mac mini snuck up as one of the best deals in all of tech.
呃，599 美元的 Mac mini 悄然成为科技界最划算的交易之一。
[05:16] And then the latest, most disruptive example, MacBook Neo coming along at 600 bucks and putting the entire Windows laptop industry on notice.
然后，最新、最具颠覆性的例子，MacBook Neo 以 600 美元的价格出现，让整个 Windows 笔记本电脑行业警觉起来。
[05:19] Coming along at 600 bucks and putting the entire Windows laptop industry on notice.
以 600 美元的价格出现，让整个 Windows 笔记本电脑行业警觉起来。
[05:24] So, a little inside baseball real quick, but I think it's be helpful.
所以，快速说点内部人士才知道的，但我觉得这会很有帮助。
[05:29] A little inside baseball real quick, but I think it's be helpful.
快速说点内部人士才知道的，但我觉得这会很有帮助。
[05:30] So, since COVID, Apple events, instead of being live on-stage presentations, are now these pre-recorded productions.
所以，自 COVID 以来，苹果的活动不再是现场舞台演示，而是这些预先录制的制作。
[05:35] Of being live on-stage presentations, are now these pre-recorded productions, these really, really polished productions.
现场舞台演示，现在是这些预先录制的制作，这些非常、非常精良的制作。
[05:39] These really, really polished productions.
这些非常、非常精良的制作。
[05:41] I actually really like them a lot.
我实际上非常喜欢它们。
[05:42] But anyway, now that they're pre-recorded, that means that whenever there's a new Apple event and they invite us all to go to Apple go watch this pre-recorded production that they've made.
但无论如何，既然它们是预先录制的，那就意味着每当有新的苹果活动，他们邀请我们所有人去苹果观看他们制作的这个预先录制的节目时。
[05:46] Pre-recorded, that means that whenever there's a new Apple event and they invite us all to go to Apple go watch this pre-recorded production that they've made.
预先录制的，那就意味着每当有新的苹果活动，他们邀请我们所有人去苹果观看他们制作的这个预先录制的节目时。
[05:51] They've made.
他们制作的。
[05:52] So, when everybody goes to WWDC this summer, we're all going to go to one place and just essentially watch a screening of the movie that they made together.
所以，当今年夏天每个人都去 WWDC 时，我们都将去同一个地方，基本上就是一起观看他们制作的电影的放映。
[05:56] To one place and just essentially watch a screening of the movie that they made together.
去同一个地方，基本上就是一起观看他们制作的电影的放映。
[05:59] It's the same thing that you see getting live-streamed.
这和你看到的直播是一样的。
[06:00] But what you might not know is if this is a 10:00 a.m. event and a 10:00 a.m. live stream, right around like 9:57.
但你可能不知道的是，如果这是一个上午 10 点的活动和上午 10 点的直播，大约在 9 点 57 分左右。
[06:04] Might not know is if this is a 10:00 a.m. event and a 10:00 a.m. live stream, right around like 9:57.
可能不知道的是，如果这是一个上午 10 点的活动和上午 10 点的直播，大约在 9 点 57 分左右。
[06:10] right around like 9:57, Tim Cook will come out onto a stage in front of the screen and give a big patented good morning and give us like a 3-minute intro to the event and what to expect.
大约在 9:57 左右，蒂姆·库克会走上舞台，来到屏幕前，说一句标志性的“早上好”，并给我们一个大约 3 分钟的活动介绍，以及对活动的预期。
[06:21] Nothing crazy, just CEO talk.
没什么特别的，就是 CEO 的讲话。
[06:23] Oh, thanks for joining us today here at Apple.
哦，感谢今天加入我们，来到苹果公司。
[06:24] We're really proud of what we've made.
我们为我们所做的一切感到非常自豪。
[06:26] We have something really exciting to show y'all.
我们有一些非常令人兴奋的东西要给大家看。
[06:29] So, enjoy.
所以，请欣赏。
[06:30] We think you're going to love it.
我们认为你们会喜欢它。
[06:32] And then it starts, you know, at 10:00 you all tune in, the live stream goes.
然后就开始了，你知道，10:00 你们都会收看，直播就开始了。
[06:37] For the MacBook Neo event, that was John Ternus.
对于 MacBook Neo 的活动，那是约翰·特努斯。
[06:39] And that's obviously before he was announced as CEO.
而这显然是在他被宣布为 CEO 之前。
[06:42] It's a couple weeks ago. So, clearly they're getting him ready to do more of these.
这是几周前的事了。所以，显然他们正在让他准备做更多这样的事情。
[06:46] But also it's it's symbolic of him like heading the development of the Neo and kind of owning that project and presenting it to the world.
但它也象征着他领导了 Neo 的开发，并且在某种程度上拥有这个项目并将其呈现给世界。
[06:53] I don't think I saw Tim Cook there at all.
我一点也没看到蒂姆·库克在那里。
[06:54] Word on the street is they were already planning to do this again anyway in September, but now it's even more likely since he is the CEO, but Ternus will probably be the guy mainly hosting the entire iPhone unveiling event the way Tim Cook has in the past.
坊间传闻他们本来就计划在九月份再次这样做，但现在他作为 CEO，可能性更大了，但特努斯很可能会像蒂姆·库克过去那样，主要主持整个 iPhone 发布活动。
[07:07] This year that we are expecting to get an iPhone Fold, which seems like he has
今年我们预计会得到一款 iPhone Fold，这似乎意味着他已经
[07:12] an iPhone Fold, which seems like he has also been spearheading the development.
一款 iPhone Fold，似乎他也在领导开发。
[07:13] So, I hope that that guy who's been given elevated leadership in the company and has a bunch of people with him on board now for that type of stuff and has been spearheading development of interesting stuff like MacBook Pros and then MacBook Neo and a folding iPhone, I hope that that guy can continue taking really big swings at interesting, thoughtful hardware products.
所以，我希望那个在公司获得提升领导地位并拥有许多人支持的那个人，一直在领导开发像 MacBook Pro 和 MacBook Neo 以及折叠 iPhone 这样的有趣产品，我希望那个人能够继续在有趣、有想法的硬件产品上进行大胆尝试。
[07:36] Like, don't get me wrong, a lot of really solid, interesting products did come out under Tim Cook, like Apple Watch and AirTags and Vision Pro was a big swing.
就像，别误会我的意思，在蒂姆·库克任内确实推出了一些非常扎实、有趣的产品，比如 Apple Watch 和 AirTags，Vision Pro 也是一次大胆的尝试。
[07:44] I think AirPods though are probably the most successful example.
我认为 AirPods 可能是最成功的例子。
[07:47] They're literally the most popular headphones on planet Earth.
它们简直是地球上最受欢迎的耳机。
[07:50] But they've also clearly shifted into focusing, especially recently, on building out all these services.
但他们也明显转向了专注于，尤其是最近，大力发展所有这些服务。
[07:54] Like, we hear about them becoming a services company now with like iCloud and Apple TV, Apple Music, Apple Fitness, all this stuff just to get that that sweet, sweet recurring revenue out of the massive iPhone install base.
比如，我们听说他们现在正成为一家服务公司，拥有 iCloud、Apple TV、Apple Music、Apple Fitness，所有这些东西只是为了从庞大的 iPhone 装机量中获得那份令人愉悦的经常性收入。
[08:09] Like I said, investors loved it, but I want the interesting products to start coming
就像我说的，投资者喜欢它，但我希望有趣的 제품 开始出现
[08:12] interesting products to start coming back again.
有趣的产品开始重新出现。
[08:14] Now, here's the only thing that makes me nervous.
现在，唯一让我感到紧张的是。
[08:17] Okay, Apple also has this character about them, which is like they almost seem like they avoid the possibility of failure extra hard, which makes them try less things, if that makes sense.
好的，苹果也有这种特质，似乎他们会格外努力地避免失败的可能性，这让他们尝试的东西更少，如果说得通的话。
[08:29] Like, there is a ton of stuff that I would like Apple to make.
比如，我希望苹果能制造很多东西。
[08:32] Like, I say this on my podcast all the time.
比如，我在我的播客里经常这么说。
[08:35] That they just don't.
他们就是不做。
[08:37] Like, a camera.
比如，一台相机。
[08:39] I think that could be awesome if Apple made a dedicated camera, but they don't.
我认为如果苹果制造一台专门的相机，那将是惊人的，但他们没有。
[08:44] A smart home speaker with a display instead of just HomePod.
一个带显示屏的智能家居音箱，而不是只有HomePod。
[08:45] That could be cool.
那会很酷。
[08:47] Smart glasses, they could jump into that.
智能眼镜，他们可以涉足其中。
[08:48] They're apparently going to jump into folding phones, but other stuff like a printer that doesn't suck.
他们似乎要涉足折叠手机，但其他东西，比如一台不那么糟糕的打印机。
[08:55] Hey, maybe with their billions of dollars they could figure that one out, too.
嘿，也许凭借他们数十亿美元的财富，他们也能弄明白这一点。
[08:58] But every new product drop, especially new category from Apple, it feels like it has to be this massive, revolutionary, huge thing, which it like holds them back from trying a lot of interesting stuff.
但每一次新产品发布，尤其是苹果的新品类，感觉都必须是这个庞大、革命性、巨大的东西，这反而阻碍了他们尝试很多有趣的东西。
[09:07] Like, if if Apple were a YouTuber, they would be the YouTuber that uploads every 6 months.
比如，如果苹果是个YouTuber，他们就会是那个每6个月上传一次视频的YouTuber。
[09:12] YouTuber that uploads every 6 months.
每6个月上传一次的YouTube博主。
[09:12] Right?
对吧？
[09:14] Like like Samsung and Google, they're the daily uploader grinding away trying new stuff all the time.
就像三星和谷歌一样，他们是每天上传内容、不断尝试新东西的上传者。
[09:17] New video, it worked, great.
新视频，成功了，太棒了。
[09:19] New video flopped, whatever, I'm going to try something next day.
新视频失败了，无所谓，我明天会尝试别的东西。
[09:22] Like, they're just constantly pushing stuff out.
他们只是不断地推出新东西。
[09:23] And so, there's a graveyard.
所以，有一个坟场。
[09:25] There's literally a graveyard of dozens and dozens of Google products that you've probably mostly never heard of that just didn't work and they killed it.
那里真的有一个谷歌产品的坟场，有几十个甚至上百个你可能大多没听说过的产品，它们就是不起作用，然后就被淘汰了。
[09:29] Whatever.
无所谓。
[09:30] But Apple, whenever they talk about something new and it flops, it gets talked about.
但是苹果，当他们谈论新东西并且失败时，这件事会被谈论。
[09:32] It echoes.
它会引起回响。
[09:33] It's talked about so much.
这件事被谈论得如此之多。
[09:35] Vision Pro, right?
Vision Pro，对吧？
[09:36] iPhone 16E to an extent.
某种程度上是iPhone 16E。
[09:38] Apple Intelligence, obviously.
Apple Intelligence，显而易见。
[09:42] AirPower.
AirPower。
[09:44] Like, when Apple flops at something, you remember it, basically.
就像，当苹果在某件事上失败时，你基本上会记住它。
[09:48] That's the point.
这就是重点。
[09:50] And I think that's made them play things ridiculously safe under Tim Cook for the past many, many years to the point where things feel like almost formulaic.
而且我认为这使得他们在蒂姆·库克领导下的过去许多年里，行事极其保守，以至于事情感觉几乎像是公式化的。
[09:53] Like we get a new Apple product, but it's it's a parts bin variation of a different Apple product.
就像我们得到一款新的苹果产品，但它只是另一款苹果产品的零件组合变体。
[09:56] They all are kind of variations of each other.
它们都算是彼此的变体。
[09:59] Maybe MacBook Neo is a like a positive
也许MacBook Neo是一个积极的
[10:14] Maybe MacBook Neo is a like a positive version of that cuz that's technically a version of that cuz that's technically a parts bin product, too.
也许 MacBook Neo 就像是那个的积极版本，因为那在技术上也是一个零件库产品。
[10:17] But most of them parts bin product, too.
但它们中的大多数也是零件库产品。
[10:18] But most of them it it would start to feel very stale.
但它们中的大多数会开始感觉非常陈旧。
[10:19] I don't know if that's ever going to completely stop, but it does feel like with the new leadership, the new CEO, all of this Apple turnover, it feels like we may be ready to get a bunch of interesting hardware products again,
我不知道这是否会完全停止，但感觉随着新领导层、新 CEO、苹果公司所有这些人员变动，我们可能又要迎来一系列有趣的硬件产品了，
[10:26] all of this Apple turnover, it feels like we may be ready to get a bunch of interesting hardware products again,
所有这些苹果公司的人员变动，感觉我们可能又要迎来一系列有趣的硬件产品了，
[10:28] interesting hardware products again, which is what I think a lot of people have been asking about and I think a lot of people are ready for.
有趣的硬件产品了，我认为很多人一直在询问这个，而且我认为很多人已经准备好了。
[10:31] which is what I think a lot of people have been asking about and I think a lot of people are ready for.
我认为很多人一直在询问这个，而且我认为很多人已经准备好了。
[10:33] Now we just need them to step up their software game to match cuz between macOS Tahoe and liquid glass and Apple intelligence and Siri and all of that, there's a lot of work to be done to close that gap.
现在我们只需要他们加强他们的软件实力来匹配，因为在 macOS Tahoe、liquid glass、Apple intelligence 和 Siri 以及所有这些之间，还有很多工作要做来缩小差距。
[10:35] need them to step up their software game to match cuz between macOS Tahoe and liquid glass and Apple intelligence and Siri and all of that, there's a lot of work to be done to close that gap.
需要他们加强他们的软件实力来匹配，因为在 macOS Tahoe、liquid glass、Apple intelligence 和 Siri 以及所有这些之间，还有很多工作要做来缩小差距。
[10:43] But hey, if they nail both, that that could be special.
但嘿，如果他们两者都做得很好，那将是特别的。
[10:45] work to be done to close that gap. But hey, if they nail both, that that could be special.
要缩小差距还有很多工作要做。但嘿，如果他们两者都做得很好，那将是特别的。
[10:47] That could be fun.
那将是很有趣的。
[10:48] Bookmark this video and come back to it in 5 to 10 years to see how well it aged.
收藏这个视频，并在 5 到 10 年后回来看看它的时效性如何。
[10:50] 10 years to see how well it aged.
10 年后看看它的时效性如何。
[10:52] Or or if you are watching this in 2031 and I turned out to be super wrong, send this to someone to show them how dumb I am.
或者，如果你在 2031 年看到这个，而我完全错了，请把这个发给别人，让他们看看我有多蠢。
[10:56] if you are watching this in 2031 and I turned out to be super wrong, send this to someone to show them how dumb I am.
如果你在 2031 年看到这个，而我完全错了，请把这个发给别人，让他们看看我有多蠢。
[10:59] am.
我有多蠢。
[11:01] Thanks for watching.
感谢观看。
[11:02] Catch you guys in the next one.
下次再见。
[11:03] Peace.
再见。