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Full Apple chiefs interview transcript is out: iPhone is just an elegant, indispensable tool

Posted: , by Daniel P.

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Full Apple chiefs interview transcript is out: iPhone is just an elegant, indispensable tool

Bloomberg posted the full transcript of its mega interview with Apple's chief people - Tim Cook, Jony Ive and Craig Federighi - and there is a lot of material for sifting through to gauge how their minds, hence Apple's products, work.

After the full Tim Cook transcript, now it's time for the back and forth with the other two people who have the most say in the way the iPhone and iPad editions end up. On Apple's mission, Sir Jony Ive comments: "This is probably a clumsy definition, but I think we try to make tools for people that enable them to do things they couldn’t without the tool. But we want them to not have to be preoccupied with the tool."

The full extent of how deep Apple goes into the details of something it has already decided to be useful for people, yet challenging to implement, is shown in Craig Federighi's example on the issues they faced with the new Touch ID fingerprint scanner that got baked seamlessly into the home button:

Well, I mean, just to the broad point that you decide you want to do something like, “wouldn’t it be great if you could use your finger to unlock your phone or to make a purchase?” It sounds like a simple idea. But how many places could that become a bad idea because you failed to execute on it? We thought, “Well, one place where that could be a bad idea is somebody who writes a malicious app, somebody who breaks into your phone, starts capturing your fingerprint. What are they doing with that? Can they reuse that in some other location? Can they use it to spoof their way into other people’s phones?”

Well, that would be worse than never having done the feature at all if you did those things, right? And so you take that all the way to that spectrum, and we said, “My gosh, we’re going to have to build in our silicon a little island, a little enclave that’s walled off so that literally the main processor—no matter if you took ownership of the whole device and ran whatever code you wanted on the main processor—could not get that fingerprint out of there. Literally, the physical lines of communication in and out of the chip would not permit that ever to escape. It was something we considered fundamental to solving the overall problem.

Apparently, sometimes that process gets interrupted and half-baked products like Apple Maps get out of the door before they are ready for prime time, which explains why the former Steve Jobs darling - Scott Forstall - was shown the door, and why iOS 7 appeared, tearing apart Forstall's skeuomorphic interface legacy. There's a lot more in the full interview, so hit the source link if you are interested in all things Apple.

source: Bloomberg

37 Comments
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posted on 26 Sep 2013, 07:29 21

1. frydaexiii (Posts: 1239; Member since: 01 Dec 2011)


"I think we try to make tools for people that enable them to do things they couldn’t without the tool. But we want them to not have to be preoccupied with the tool."

When will they ever stop being so pretentious...A phone is a phone, the iPhone is a phone that can run apps, and if your phones can't even do what other smartphones can, then you should probably stop talking like a tool (pun totally intended).

posted on 26 Sep 2013, 07:49 2

7. Droid_X_Doug (Posts: 5954; Member since: 22 Dec 2010)


"...then you should probably stop talking like a tool..."

Talking like a tool is the inevitable result of living life in an echo chamber. Life at RIM for soooo long was life in an echo chamber. Look what it got RIM.

posted on 26 Sep 2013, 07:57

8. mas11 (Posts: 1032; Member since: 30 Mar 2012)


Apple's responcehttp://bbsimg.ngfiles.com/1/23049000/ngbbs4e25126fc35a9.jpg

posted on 26 Sep 2013, 07:29 1

2. promise7 (Posts: 479; Member since: 03 Jul 2013)


Inc flames as per any Apple article.

posted on 26 Sep 2013, 10:31

22. Long1 (banned) (Posts: 399; Member since: 18 May 2013)


The iboys and Apple chiefs should see this(but have to prepare spare pants first):

http://www.youtube.com/watch?v=S2Yr7PvgKQw

posted on 26 Sep 2013, 11:30

24. tedkord (Posts: 5278; Member since: 17 Jun 2009)


They will just claim that is all gimmicks. But it looks awesome, and that is the second in depth breakdown of Note 3 features I've seen and neither has even a hint on lag. But they'll just continue claiming it's laggy like they've done for years. The RDF can function as either a Reality Distortion Field or a Reality Denial Field.

posted on 26 Sep 2013, 07:44 14

3. rms.max (Posts: 83; Member since: 26 Sep 2012)


Craig Federighi using 2 hands to operate his tiny iphone. LOL.so he has tiny hand or never uses 4"+ phone. :D or tiny..........

posted on 26 Sep 2013, 08:31 3

10. darkkjedii (Posts: 12653; Member since: 05 Feb 2011)


He probably needs several hands to handle his humongous bank account though. Some apple bashing is simply pointless. IJS...

posted on 26 Sep 2013, 08:43 5

13. YuLeven (Posts: 49; Member since: 14 May 2013)


What does exactly someones banking account has to do with a phone? If having ungodly amounts of money is a reason to automatically praise someones thoughts, I can only be very affraid and well... think of Donald Trump.

posted on 26 Sep 2013, 08:55 4

15. HouTexan (Posts: 316; Member since: 08 Jan 2012)


Now, Dark, you should know that that was a ridiculous reply. So what if he has a 'humongous bank account'.

posted on 26 Sep 2013, 09:20 2

18. darkkjedii (Posts: 12653; Member since: 05 Feb 2011)


Ridiculous reply to a ridiculous post. What does tiny hands and a tiny (sexually suggestive)..... Have to do with a phone being a tool?

posted on 26 Sep 2013, 09:48 2

19. YuLeven (Posts: 49; Member since: 14 May 2013)


So nonsense is justified as long it is a reply to nonsense? It just works!

posted on 27 Sep 2013, 02:13

35. ardent1 (Posts: 1999; Member since: 16 Apr 2011)


YuLeven -- the concept is known as "measured response."

Posted on an iPhone 5S 32 GB Space Grey edition.

posted on 26 Sep 2013, 10:27 1

21. McLTE (Posts: 714; Member since: 18 Oct 2011)


yes, it was a somewhat rediculous post to start with.. but it could at least point at the thought that if these guys at the top of Apple have tiny hands, then perhaps that is what is driving them to resist a larger screen size. If Federighi doesn't need a 5" screen, then YOU don't either!

Sorry, but I didn't see ANYTHING sexually suggestive there.

posted on 26 Sep 2013, 17:29 1

29. JMartin22 (Posts: 1245; Member since: 30 Apr 2013)


This guy has such a strong patriotic showing for Apple's products, he needs to enlist the top executives profit margins. I wonder if they're sharing some of that money with him or if he profits off it himself lol.

posted on 26 Sep 2013, 19:51

34. darkkjedii (Posts: 12653; Member since: 05 Feb 2011)


Stop hating JJ, it'll get you nowhere. I like apple, so what they're not perfect, just a great company like google, Samsung etc. My 5S rocks though man, battery life is much improved too. I take it off the charger at 6am, when I get home at 4pm it's at 59%. By bed time it's around 22%. I can't kill it, you should get one...gold one.

posted on 26 Sep 2013, 17:27 1

28. JMartin22 (Posts: 1245; Member since: 30 Apr 2013)


"Craig Federighi using 2 hands to operate his tiny iphone. LOL.so he has tiny hand or never uses 4"+ phone. :D or tiny.........."

He's trying to create the marketing perception that a 4 inch iPhone is sufficient enough in the market as far as size goes. /endsarcasm

posted on 26 Sep 2013, 07:46 9

4. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


"This is probably a clumsy definition, but I think we try to make tools for people that enable them to do things they couldn’t without the tool. But we want them to not have to be preoccupied with the tool."

Yeah, your tool ain't cool because your tool can't be thrown into the pool. What's the point of calling it a tool? That's a stupid way to define the iPhone as a tool, because iPhone is a smartphone, so smartphone is our tool. They are talking like the iPhone is the only tool that we should have and other smartphones are useless. Actually, they are making themselves look like a fool.

posted on 26 Sep 2013, 08:37 4

11. darkkjedii (Posts: 12653; Member since: 05 Feb 2011)


I think your definition is just as clumsy as you think his is. Your post made no sense XD, and therefore achieved no point. You're a cool droid guy, but you probably shoulda edited that post.

posted on 26 Sep 2013, 08:51 6

14. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


They are talking like the iPhone is the only tool we should have and other smartphones are useless.

Just read the line again and you will feel the same.

posted on 26 Sep 2013, 10:44 1

23. saffant (Posts: 233; Member since: 04 Jul 2011)


Nope. They're just saying that a lot of people prefer the stability and reliability of the Apple Ecosystem, and within those parameters, the iPhone 5S serves a great purpose as a "tool".

posted on 26 Sep 2013, 17:31 1

30. JMartin22 (Posts: 1245; Member since: 30 Apr 2013)


"Stability and reliability" are merely buzz words Apple and their deeply loyal and invested user base like to use. You don't quite know what it means, but it sounds pretty on paper lol.

posted on 26 Sep 2013, 09:03 2

16. quadrazeus (Posts: 359; Member since: 03 May 2013)


14 year olds... *facepalm*

posted on 26 Sep 2013, 09:12 2

17. xperiaDROID (banned) (Posts: 5629; Member since: 08 Mar 2013)


4 year old... that's you.

posted on 26 Sep 2013, 19:49

33. TROLL (banned) (Posts: 4851; Member since: 13 Apr 2012)


Well said ExperiaDroid®

+1

posted on 26 Sep 2013, 07:47

5. itsdeepak4u2000 (Posts: 2866; Member since: 03 Nov 2012)


This sounds good that anyone could not get that fingerprint out of the main processor as per Apple chiefs but hackers will try to do that with another methods.

posted on 26 Sep 2013, 07:49 7

6. Slammer (Posts: 1125; Member since: 03 Jun 2010)


---" Well, I mean, just to the broad point that you decide you want to do something like, “wouldn’t it be great if you could use your finger to unlock your phone"---

Seriously? Yes it would. In fact it's been done before. While I understand what they are trying to convey, the wording is arrogant and perceives a lack of other preceeding implementations. It's typical for Apple to claim something done before and take credit for it.

John B.

posted on 26 Sep 2013, 08:15

9. Googler (Posts: 813; Member since: 10 Jun 2013)


Sounds like they are taking a lot of flack from developers which put them on the defense about locking the fingerprint scanner out. If someone writes a malicious app trying to get to the fingerprint, shouldn't that app be checked before it's approved?

posted on 26 Sep 2013, 08:41

12. darkkjedii (Posts: 12653; Member since: 05 Feb 2011)


Defenitely Goog. I do think its a good idea to lock it down, in these early stages though. Until apple has it secure as possible, there's a huge risk in opening it up. Huge lawsuits and ID thefts could/would be the outcome. If you were apple CEO, how would you handle it Goog???

posted on 26 Sep 2013, 12:11 2

26. Googler (Posts: 813; Member since: 10 Jun 2013)


I would open it up but scrutinize the living bleep out of any app that could use it. Although, to date I can't recall a single instance of identity theft occurring over a fingerprint. Maybe it has happened and I missed the story, but most identity theft occurs over addresses, SSN, or other personal data that thieves get their hands on.

Let me ask you this, how many accounts or apps do you open with a password on your phone? How is it okay for those but not for the fingerprint scanner? If a malicious app can get at your data, your password would be a much bigger target than your fingerprint. With your password I can unlock all kinds of personal information.

And the big question that's getting overlooked is whether Apple's Appstore is as secure as they make it out to be or not. If it is, this shouldn't be a problem. If it's not, why aren't they fixing it so this isn't an issue?

posted on 26 Sep 2013, 19:41

31. darkkjedii (Posts: 12653; Member since: 05 Feb 2011)


Love your posts man, you're definitely a favorite to chat with on here. +1

posted on 26 Sep 2013, 19:46

32. Googler (Posts: 813; Member since: 10 Jun 2013)


Back at ya. I always look for yours and PapaSmurf's comments.

On topic though, this whole fingerprint identity theft thing is way overblown. If the NSA hadn't got caught snooping a few months back no one would be saying a thing about it. People leave thousands of fingerprints all over the place EVERY DAY but get upset over Apple using it on their phones. For now it's a quicker way to unlock your phone and/or log into iTunes, let's just leave it at that.

posted on 26 Sep 2013, 09:53 1

20. rawbow (Posts: 428; Member since: 30 Mar 2012)


I like Apple and the end user experience they come out with, But these guys talk way too much man

posted on 26 Sep 2013, 11:32

25. ilia1986 (unregistered)


"we try to make tools for people that enable them to do things they couldn’t without the tool. But we want them to not have to be preoccupied with the tool"

So, Apple wants people to use iPhones without them using iPhones?

posted on 26 Sep 2013, 14:22 1

27. rusticguy (Posts: 2828; Member since: 11 Aug 2012)


So they agree it is not a "smartphone" but a "tool"... What choice of words :)

posted on 27 Sep 2013, 16:32

36. flamencoguy (Posts: 98; Member since: 04 Aug 2012)


What an awkwardly phrased title!!

posted on 27 Sep 2013, 16:38

37. flamencoguy (Posts: 98; Member since: 04 Aug 2012)


The fingerprint scanner is baked alright. More like scorched. Hacked within 2 days of release by German hackers.

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