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:


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

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37 Comments

1. frydaexiii

Posts: 1476; Member since: Dec 01, 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).

7. Droid_X_Doug

Posts: 5993; Member since: Dec 22, 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.

8. mas11

Posts: 1034; Member since: Mar 30, 2012

2. promise7

Posts: 894; Member since: Jul 03, 2013

Inc flames as per any Apple article.

22. Long1

Posts: 399; Member since: May 18, 2013

The iboys and Apple chiefs should see this(but have to prepare spare pants first): http://www.youtube.com/watch?v=S2Yr7PvgKQw

24. tedkord

Posts: 17453; Member since: Jun 17, 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.

3. rms.max

Posts: 95; Member since: Sep 26, 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..........

10. darkkjedii

Posts: 31529; Member since: Feb 05, 2011

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

13. YuLeven

Posts: 50; Member since: May 14, 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.

15. HouTexan

Posts: 462; Member since: Jan 08, 2012

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

18. darkkjedii

Posts: 31529; Member since: Feb 05, 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?

19. YuLeven

Posts: 50; Member since: May 14, 2013

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

35. ardent1

Posts: 2000; Member since: Apr 16, 2011

YuLeven -- the concept is known as "measured response." Posted on an iPhone 5S 32 GB Space Grey edition.

21. McLTE

Posts: 922; Member since: Oct 18, 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.

29. JMartin22

Posts: 2379; Member since: Apr 30, 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.

34. darkkjedii

Posts: 31529; Member since: Feb 05, 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.

28. JMartin22

Posts: 2379; Member since: Apr 30, 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

4. xperiaDROID

Posts: 5629; Member since: Mar 08, 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.

11. darkkjedii

Posts: 31529; Member since: Feb 05, 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.

14. xperiaDROID

Posts: 5629; Member since: Mar 08, 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.

23. saffant

Posts: 274; Member since: Jul 04, 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".

30. JMartin22

Posts: 2379; Member since: Apr 30, 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.

16. quadrazeus

Posts: 359; Member since: May 03, 2013

14 year olds... *facepalm*

17. xperiaDROID

Posts: 5629; Member since: Mar 08, 2013

4 year old... that's you.

33. TROLL

Posts: 4851; Member since: Apr 13, 2012

Well said ExperiaDroid® +1 ™

5. itsdeepak4u2000

Posts: 3718; Member since: Nov 03, 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.

6. Slammer

Posts: 1515; Member since: Jun 03, 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.

9. Googler

Posts: 813; Member since: Jun 10, 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?

12. darkkjedii

Posts: 31529; Member since: Feb 05, 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???

26. Googler

Posts: 813; Member since: Jun 10, 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?

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