00:00welcome to the a 16z podcast it's that
00:03time of year Apple is hosting its annual
00:04Developers Conference WWDC as a reminder
00:08this is not when Apple releases all its
00:10shiny new hardware but the focus is on
00:12software so we hear about updates to iOS
00:15to OSX this year Apple announced Apple
00:19News and Apple music plus something
00:22called proactive to take us through all
00:24of that is our own Benedict Evans
00:26Benedict welcome hello I just want to
00:29say at the at the front here we're gonna
00:31save Apple music and news for the end so
00:35be patient we're gonna pick it apart
00:37from beginning to end
00:38Benedict where do we start so I think
00:42it's interesting to contrast this with
00:45Google i/o so we have OS X which is the
00:49platform that has about 80 million users
00:51and there's some good solid sensible
00:53stuff in there nothing kind of
00:54particularly mind-blowing but screens
00:56yes our colleague Steven Sinofsky said
01:00there was something in there they
01:01vaguely reminded him you've seen before
01:03yes something yeah exactly but you know
01:07that's that's the legacy platform that's
01:09not the platform of the future and then
01:10there's a platform with eight seven or
01:11eight hundred million active devices iOS
01:13and so we have iOS 9 and I always know
01:16in a bit like Android M mmm-hmm excuse
01:18me it feels like a bit of a maintenance
01:21release in that there's lots you know
01:22obviously there were a bunch of huge
01:23structural changes in iOS 8 and with
01:25extensions and a whole bunch of other
01:26stuff and iOS 9 feels like there's been
01:28a lot of tidying up and what cleaning up
01:30and so on going onto under the hood
01:32they've made it easier to install
01:33updates and write better power
01:34management and so on there's a couple of
01:36interesting things that worth pulling
01:38out though one is the split screen on
01:41iPad I will say people were going I was
01:45watching you know the tweets during it
01:46we're a little going nuts for that I
01:48think it's something you're gonna have
01:50to use and the thing about using an iPad
01:53as opposed to using a laptop is
01:55particularly if you've got a keyboard on
01:57it is you feel like this ought to be if
02:01you're using word on an iPad you feel
02:03like this should be just the same as
02:04using it on a laptop and it somehow it
02:06isn't right and quite why and what
02:09experience differences there are it's
02:11kind of hard to put your finger on but
02:13I think you know the ability to have you
02:15know to when it's next to each other to
02:16look at two things at the same time in a
02:19more in a more fluid way than using an
02:21application switcher which you can do on
02:23iOS or indeed on Android tablet I think
02:25is part of it and it's going to be
02:27interesting to you know to see to get
02:29the update on my iPad and seen use in
02:30sync oh does this change things the
02:33suggestion is that it's meant for people
02:35at work right and get that but
02:39particularly I just think you know how
02:41does this change what it means to use
02:42this device and we'll just have to sit
02:45and use it it's not gonna you know
02:47suddenly reignite sales of iPad great
02:48I've had worse sales gross but you know
02:50make me change what it means to use it a
02:52bit so then there's another interesting
02:54layer across iOS which is the use of
02:59sort of sort of several ways to come at
03:01it one of them is is lots of bits of
03:03machine learning and intelligent it's
03:05kind of dropped in all over the place
03:06sort of scattered all over it like you
03:08know the mail app will now look into
03:09your content into your contacts so the
03:13contacts will now look into your mail to
03:14see who else what other addresses this
03:17person might be you get an incoming
03:18phone call the phone will look at your
03:20emails to see if you recognize it's that
03:22number from somebody's email signature
03:23or something so what this is what Apple
03:26is calling proactive and it's the kind
03:27of thing Google does a lot of as well
03:30the difference of course is that Apple
03:32says it's all being done on the device
03:34it's not going into the cloud and so
03:35this is part of the point of apples
03:36pushing on privacy so a proactive versus
03:40Google now yeah I'm Google now which
03:43sort of watches your email and then pops
03:45up to tell you how you've got a meeting
03:46you should really be leaving now and
03:49it's a kind of a similar thing it's an
03:51attempt I mean there's an old computer
03:53science it ik is saying that a computer
03:54should never ask you a question you
03:55should be able to work out the answer to
03:57and both Apple and Google are kind of
03:58poking away at well what more or the
04:01computer really to be able to know and
04:02suggest and help you with I think
04:05there's another strand in here and you
04:07see this in you know what Apple the
04:09other thing Apple has done is they've
04:10really bulked up a search on the device
04:12and so the for example you know you
04:15swipe left into the search window and it
04:17suggests people that you meet you've
04:18called recently and you know gives you
04:20quick links to do a search for nearby
04:22gas station or a restaurant and apps
04:24you've reused recently the really
04:27you have search within apps and you have
04:29deep linking to within apps and so it's
04:31search describes it's it's not search
04:33where there's a box it's search that
04:36contacts a the search on the device now
04:40search it always searched your emails in
04:42your address book and what have you now
04:43it searches the apps you have if they
04:45zap support it and that means that I can
04:48go and search for a bar and I will not
04:50just get results from Apple Maps so and
04:52and the Yelp integration of Apple is
04:54done I will also get search results from
04:56Foursquare if I put Foursquare on my
04:57phone right if I do a search for hotels
04:59in New York then I will see Google
05:02search results at the bottom of the
05:03screen above that I will see search
05:05results from the Airbnb app that's on my
05:07phone and so what that means is first of
05:10all you're pulling people more into
05:11using the app rather than going out to
05:13Google because I'll go into that area
05:15tap on that link on that abbien on
05:16Airbnb and it will show me the result
05:18within the Airbnb app I think what Apple
05:21and Google are both doing is killing the
05:23list of 10 links the 10 blue links right
05:25and for Google it's sort of about you
05:28know do you not doing that search in the
05:30first place right and for Apple it's
05:31also well you okay you now without
05:34you'll get those results inside Airbnb
05:36instead of going off to Google the
05:37interesting thing from a user is it
05:38means you're kind of getting to filter
05:40what search results you want because
05:42instead of you seeing whatever comes top
05:43inside PageRank you're seeing well if
05:46I've installed Airbnb I get to see
05:47Airbnb results if I haven't I don't if
05:49I've installed hotels.com I see
05:51hotels.com results so I see why plan
05:52results I see whatever it is and so
05:54again it's kind of it's interesting to
05:56see Apple and Google from kind of
05:58climbing the mountain from opposite
06:00sides thinking about you know how do we
06:02get you away from having to have a sort
06:04go to a web page type a query into a
06:06text box just press ENTER and then click
06:08on a link right how do we find ways of
06:10making that much more fluid we're
06:13getting ahead of you solving that
06:14problem for you before you come to it if
06:16I'm an app developer though is it so
06:19fluid that I sort of get pushed to the
06:21side or does it highlight my hard work
06:24even more well the idea is it highlights
06:26your hard work even more because now in
06:28you know ID now I mean it's actually
06:31it's something that Google has done as
06:32well so if I go to google.com on an
06:35Android phone and I search for you know
06:37rooms in New York I will and I've got
06:41we'll see links into Airbnb at the top
06:43of those search results Apple is
06:45basically doing exactly the same thing
06:46but I don't have to go to Google calm I
06:48do it in the search on the device if I
06:49installed the app so there's I said
06:51they're both kind of climbing the
06:52mountain from both sides in lots of
06:54different ways and sort of unbundling
06:57the web browser and unbundling those ten
06:59blue links and coming at you know moving
07:01further up the funnel to earlier places
07:04where you might need that information
07:06and giving it to you at a kind of a much
07:07earlier stage so that's interesting then
07:12they of course those of watch and again
07:13the watch iOS I don't think there was
07:15anything up there surprising there we
07:16knew they were going to release an SDK
07:18for native apps they're giving you
07:20access to most of the stuff as a
07:21developer that you would want there's a
07:22bunch of incremental features it
07:24basically it looks like this is all the
07:25stuff that Apple wanted to have in the
07:27launch but they didn't have time to make
07:28the deadline was there anything we just
07:30talked about this was there anything
07:31that you had anticipated or waited for
07:33that you know you're starting to see in
07:36the Apple watch it OS - I think it's
07:38kind of too early I mean again you see
07:41the delights I mean like this is you
07:43know nice feature worth mentioning um
07:44there's a bunch of watch faces where you
07:47have several different data types so
07:48like you have your calendar and you can
07:49have the time in London and you can have
07:51the weather and now if you would hate
07:55the crown that's sort of the wheel on
07:57the side of your watch all of those will
07:58scroll so your diary will scroll the
08:01time in London will scroll the weather
08:02will scroll if you've got a third-party
08:05app that's now showing you a flight time
08:06it will go from the check-in time to the
08:09boarding time to the in flight time to
08:11the landing time so you can sit and pan
08:12forward and kind of see okay what time
08:15will it be when I land and what will the
08:17weather be when I land in London
08:18tomorrow it's a great kind of pee
08:20example of kind of tying all of those
08:22things together into one place it's an
08:24interesting contrast incidentally with
08:25the home screen a very an iPhone or an
08:28Android where you still kind of have
08:29like this grid of icons and it was a
08:32slightly reminiscent of what you got
08:33Windows Phone right where there was an
08:35attempt to kind of surface data up to
08:36the home screen and Apple is doing that
08:37on the watch in a way that it's not done
08:39on other devices you know it's an
08:40interesting sort of sensing for the
08:42future where everything's gonna get so
08:43the developers for developers they're
08:45getting access to you know developer
08:47kits right now for the rest of my yes so
08:49he started all four OS X iOS 9
08:53yup all Yauch so the way that said the
08:55way that Apple watch work watch apps
08:57work today is they're actually running
08:58on your phone and all the code is
09:00running on your phone and all the watch
09:02is doing is acting effectively acting as
09:03a remote display which means they're
09:05quite slow because you've got to wait
09:08for the watch to let the app to start on
09:10your phone and then it's got to send
09:11stuff back and forth whereas well Apple
09:14is now letting you do is put actual one
09:16native code on the watch so the battery
09:19implications are that are going to be
09:21interesting but it means that they will
09:23run as fast as the built-in apps on the
09:25watch run and the way the built-in apps
09:26on the watch one really fast a third
09:28load really slowly then they work fine
09:29but they load release later apples kind
09:31of that was clear like step yeah also
09:34one small step to the Apple watch being
09:37a standalone thing yeah I mean oh the
09:40other thing is the Apple watch can now
09:42use known Wi-Fi network see if you don't
09:43have what your friend with you so you
09:45can leave your phone downstairs go up
09:47three floors in the office building and
09:48as long as you're still on Wi-Fi the
09:50watch will still be online and still
09:51show you new emails and what-have-you
09:53right so again yeah it's sort of
09:55stand-alone there's a rule there's a law
09:56thisx problem in putting a cellular
09:57radio in there or and the battery to
09:59power a cellular radio right so that
10:01will take what that will take a lot
10:02longer I suppose you could have what are
10:03you watching one mister than a battery
10:04and a radio on the other rest of it yeah
10:06you have somebody walking behind you
10:08holding a power so the answer is okay
10:12solid incremental movement some
10:14interesting strategic moves that kind of
10:15parallel Google's interesting strategic
10:17moves with things like now on tap about
10:20shifting you out of the web and
10:22rethinking how apps talk to each other
10:23and what the architecture of those is
10:25but basically maintenance releases right
10:27um and then you have these two
10:29interesting aggregations Apple news and
10:32Apple music and I think it's interesting
10:36although Apple talked about them about
10:38different parts of the keynote it's
10:39interesting I think to think of them
10:42that is to say supposing you want to
10:47read Wired or you're interested in
10:50Farrell Pharrell I'll go with Bruce
10:52Springsteen or ever announced that yeah
10:54it's clearly you know and so you can
10:57follow him them in Facebook and you'll
11:00see one intent of the stuff they post
11:02amongst all the other stuff that's in
11:04and the same for Twitter
11:06and then you as Jimmy Ivan pointed out
11:09okay you've got to follow them on
11:11Instagram and Facebook and Twitter and
11:13go to the website and inside Spotify or
11:16iTunes or whatever it is to get all the
11:18stuff now apply exactly the same thing
11:21to reading supposing I quite have liked
11:23to get the New York Times in Wired and
11:25the Wall Street Journal and so on okay
11:28so I've got to have those apps installed
11:30suppose I only want them every now and
11:32then well then I may not bother to
11:34install the app I can follow them in
11:35Facebook or on Twitter I'll see one
11:37intent of the stuff that they post it's
11:39kind of a pain it doesn't work very well
11:40I also have this kind of suboptimal
11:43experience of you know loading web pages
11:45and um doesn't work offline
11:49I can't subscribe to them there's RSS
11:51but no one uses our assess you know
11:53Facebook killed RSS but you know it's
11:55kind of there's all these kind of
11:57contingent compromised ways of doing
12:00this unless you're actually just going
12:02to go to wide comm and spend half an
12:04hour reading it right but if you don't
12:06want to do that if you only wonder if
12:08you want to know when there's new stuff
12:09if you want to get the new stuff once a
12:10month then again there's not like an
12:13ideal solution to that when I heard this
12:15or watched it there was deja vu for me
12:18because didn't we do this already with
12:19newsstand well we did it with newsstand
12:21and we also did it with this whole wave
12:23of news aggregation and content
12:25aggregation apps that came out with the
12:26iPad great so there was Flipboard and
12:30Zeit and pulse and like a dozen others
12:34all of which we only have sunk without
12:35trace except maybe Flipboard and then we
12:38had newsstand and so the thing with
12:40newsstand was the iPad came out and
12:42everyone all the people in publishing
12:44said oh my god we can finally create
12:46like the vision of the interactive
12:48product that we want we can create this
12:50rich bundled experience we can turn the
12:52tide back on the unbundling of people
12:54reading one or two stories on our
12:55website we can have a revenue model we
12:57can have subscription payments all stuff
13:00that we couldn't do on the web won't was
13:02impossible to do on the web finally we
13:04can do this and we can create as great
13:05rich experience and it didn't work and
13:07it didn't work I think for three or four
13:09reasons one reason is that almost no
13:13magazine actually has enough people that
13:17they can produce both a print edition
13:18and a web edition and in
13:20to active addition yeah I do remember
13:23Maria's publishing companies that all of
13:26a sudden you had to do the same thing
13:28three times I mean it was a monumental
13:31amount of work more work than people had
13:33anticipated and he was more and but it's
13:35also like you know it's a thing that you
13:37said if you will know it as better than
13:38me but you know when I was working with
13:40magazine companies the thing you
13:41discover is that most magazines that
13:43you've heard of and could name and see
13:44every day a run by like eight people or
13:47nine people there's more than that but
13:50it's still there still there there's a
13:51there's no more than you need to put out
13:53that edition yeah exactly had another
13:56edition and you don't have 40 or 50
13:58people just kind of hanging around going
14:00oh that's what I'm gonna do so there was
14:04that there was a resource question there
14:05was a second question which was you had
14:07to install the app which is this binary
14:09problem and you've got to decide that
14:11you'd like the content enough to install
14:12the app as opposed to picking it up and
14:14browsing it as you might do in a
14:15newsstand or you know on the web the
14:19nature of the magazine content lended
14:21itself to three or four or 500 make
14:23downloads which was just not a good
14:26experience at all and then likes like
14:29there was like a deeper problem I think
14:30which is there was this whole
14:31conversation that we have to reinvent
14:33the form for the web for this digit
14:35thing and a of course that was a massive
14:37massively resource intensive be it was a
14:39bit like taking a black and white
14:41magazine and saying hey we've got to
14:42reinvent this for color printing and the
14:44answer is ain't Union and there that's
14:45not what you do what you do is you
14:46create entirely new magazines just an
14:48ask ease point you know you do new
14:50things and new ways as opposed to you
14:52know yeah new ways exactly you know you
14:55create you know the glossy magazines as
14:58we know them today you didn't just kind
14:59of add color to the thing you had before
15:02so basically news done didn't work a
15:03whole bunch of all these reasons and so
15:05Appl have come and so that and those
15:07news aggregators didn't quite work
15:09either because they had a limited
15:12take-up from publishers because they
15:14tended to break the ad model mm-hmm so
15:17they were basically pulling RSS feeds
15:19and then you'd get the RSS feed and you
15:21get like you'd get just a snippet or you
15:23get you'd load the page and it would be
15:25a banner ad but the publisher couldn't
15:27track the banner ad and nothing worked
15:29or Flipboard kind of tried to solve this
15:32but I'm not sure how successful
15:34I've been and I think what Apple is
15:36trying to do is do all those news
15:37aggregators plus newsstand plus Facebook
15:41or but only the news part of Facebook
15:44Facebook paper in fact which they've not
15:46launched anywhere else outside the US
15:48incidentally which tells you something
15:50about how well Facebook paper is doing
15:51and actually have like a place where you
15:54can subscribe to news stories and get
15:57the new stuff when it arrives and you
15:59get a pretty good reading experience and
16:00you get recommendations of other stuff
16:02you might like and it's not buried
16:03amongst all the other junk that you have
16:05in facebook will that work
16:09it's hard to say but it's an unsolved
16:12problem and it doesn't seem like it's
16:14the wrong approach the question is I
16:17mean Marc Andreessen made this kind of
16:19joke in relation to Twitter the other
16:23day that it's like there's an inexorable
16:24law that every website beyond a certain
16:26scale tries to turn into the Yahoo
16:32everyone keeps looking at the web and
16:34saying but like how do I know what to
16:36reach and is the answer Yahoo is he
16:39answer Facebook is he answered delicious
16:41and or is it Twitter right or is it
16:43Twitter or is it new standouts always
16:45it's but it's not just the web right and
16:47then you layer any discovery mechanism
16:50that you lay onto that works until you
16:53try and encompass the hood of the web
16:55and then it just collapses under its own
16:56weight so that Yahoo's hierarchical
16:58director worked really well until there
17:00were three million sites in it and
17:01Facebook worked really well until every
17:03average user and the average user now
17:04has I think it's now's an item's a day
17:06that they could see readily be shown or
17:07maybe a thousand items a week other ways
17:09like catastrophic overload so then you
17:11have an algorithm and say you never you
17:13follow for a while or you follow why but
17:14you never see anything they post because
17:15it's hidden underneath baby pictures or
17:17whatever and then the same thing with
17:19Twitter Twitter works really well until
17:21you follow 500 people and then you don't
17:22see everything and you know Google works
17:24really well be gotten able to search for
17:25so it's like there's this kind of
17:27unsolved maybe unsolvable problem but
17:29this is great stat that Apple gave that
17:31they I think that some actually don't
17:32have to get back and listen to it so
17:33it's like sweet people told me but I
17:35didn't hear it myself but that Apple
17:36Maps has three times more users and
17:38Google Maps on iOS oh well that I might
17:41believe yes and that is a combination of
17:45a the product not actually being as
17:47people in Silicon Valley think be most
17:50people not actually being incredibly
17:51dentists power users of maps see the
17:54power of the default right laziness or
17:56power yes like it's fine right it's
17:59actually fine if all you want to do is
18:02drive up and down the 280 or you know
18:04drive between your home and the mall and
18:06your work and you know remember where
18:08the turnoff is and that's what most
18:10people are doing it for and I think they
18:11know my suspicion is that Apple news
18:13might work quite well the interesting
18:15question is of course a big part of
18:17newsstand was the subscription payments
18:19which have gradually expanded so you
18:21don't actually have to be a newsstand to
18:22get their subscriptions but newsstand
18:24has absolutely zero mention of any kind
18:26of never mind just payment there's also
18:28no mention of any authentication so the
18:31FT have said that their content will be
18:32in there but there's nothing in any of
18:34Apple's documents that says that you can
18:36have a way to make people sign in before
18:37they can view stuff I presume there must
18:39be all the FT you wouldn't be there and
18:41frankly if Apple News does is give me a
18:44way of reading the FT or my iPad that
18:46isn't unbearably slow using their html5
18:48app then I'll be happy
18:50and then there's music and music gives
18:53us all I said there's news in music and
18:55they're both kind of coming around this
18:56question of yes there is this underlying
19:00lowest-common-denominator commodity
19:02product you can use and so there were
19:04lots of products that give you a catalog
19:06of songs and a search engine and maybe a
19:08few shared playlists or something and
19:10that's a commodity and it's interesting
19:13you know Apple used to be this key music
19:15used to be this key strategic lever for
19:16device makers because you had this music
19:18library and it was DRM and if you moved
19:20to another device from another platform
19:21you lost all your music and say you were
19:23kind of locked in and now of course has
19:24ended streaming music Kindle streaming
19:27books and you know Netflix mean there is
19:29no content lock in you can buy whatever
19:31any Content any advice and so it seems
19:33like Apple is trying an incident
19:34interestingly incidentally photos to
19:36some extent have replaced music as a
19:38login right because I do in some sense
19:41own them and move in one platform to
19:44another as a pain and yes Google photos
19:46is on iOS but it's still like I'm gonna
19:47take 25,000 photos out of Apple photos
19:50and put them in Google Photos okay well
19:53those first so it's kind of a pain so so
19:55anyway so Apple is trying to make music
19:57this strategic point again and yes you
20:01you have the commodity library of tracks
20:02maybe they have more than other people
20:03maybe they don't I dunno and then you
20:08have these three other components there
20:12is a global 24-hour radio station hosted
20:17by these celebrity DJs because if you
20:19are a 17 year old in Seattle or
20:21Manchester or Naples you really need
20:24another radio station his eyebrows are
20:27raised right now for those yeah the the
20:30effort of emphasizing with a 17 year old
20:32in Manchester or Naples yeah that feels
20:36to me a bit like the gold Apple watch
20:37it's like that's not the thing to focus
20:39on it's an interesting piece of
20:40marketing then you have this way of
20:45subscribing to artists and you have
20:47these curated playlists and the curated
20:51playlists that learn from what you
20:53listen to you does it sound familiar it
20:56does yes and so again it's an attempt at
21:01understanding what you care about and
21:04finding ways of suggesting other stuffs
21:06that might be interesting and again
21:07that's a property even if I would argue
21:09a bigger problem in music than in news
21:10then in you know long-form content
21:12because you know there's no longer five
21:15albums out every week and everyone's
21:16buying the same ones there's enormous
21:18explosion in diversity in music as a
21:20result of digital and everything else
21:22and you know there's a huge amount of
21:24new stuff coming out all the time and
21:25how do you know what to listen to and
21:26this is why SoundCloud is a big deal you
21:28know I suggested on Twitter maybe Apple
21:29should have bought SoundCloud it's it's
21:31what drives his question of you know how
21:34what should I listen to after that what
21:36do I know about what band should I have
21:37know what bad have I never heard of that
21:39I would really like and that's that is a
21:42real issue and it's not an issue that I
21:44think is being solved it's an issue that
21:46at the moment requires you to spend a
21:48lot of work into surfing the web and
21:49reading and going soundcard and
21:51following people and doing all sorts of
21:52other stuff and you can kind of see an
21:54argument that it would be kind of good
21:55if he came to you and if you could come
21:56to you in a curated way at scale across
21:59different kinds of tastes that could
22:01have some value does that need to be
22:03algorithmic does it need to be or does
22:05it need to be manual when you have 200
22:08billion getting on for 200 billion
22:10dollars of cash you can pay for an awful
22:11lot of manual curation that a start-up
22:14so maybe you know is this reinventing
22:17the magazine quote-unquote is
22:18reinventing rolling stone for a sul is
22:21like if it's your own personal rolling
22:23stone so again like news for me this is
22:26a question of like how useful and how
22:27usable and does it become my source and
22:29you know do I tap it when I want to
22:31listen to music and I trust it and I
22:34Apple ba la la I don't know years ago
22:37and so why did it take so long for them
22:40to get to this side of things was it
22:42this kind of vestige of iTunes in the
22:44download business and we can't let go of
22:47that I Tunes which still one size of
22:50honest ap Oracle so the question would
22:55be I mean the the the sell one of them
22:58is and you see the same thing at Google
22:59if you see things that appear mystifying
23:02from the outside and you speculate
23:03wisely about what the kind of the deep
23:05purpose might be or they might have
23:07taught about this a mother thought about
23:08that and you end up discovering when you
23:10talk to somebody who knows it it's all
23:11about internal politics or organization
23:13or like that guy was on holiday or you
23:15know like something like the address
23:16book hasn't been updated because the guy
23:18works on address book was moved off to
23:19work on this other project for six
23:21months cuz they were short of staff it's
23:23not could they decided address if it
23:24wasn't a strategic for fu if there's a
23:26waterfall and that's not on the
23:27waterfall this year so there may be all
23:29these organizational issues I would
23:30suspect you could also say and you know
23:32that they kind of that it took them a
23:33while to understand and really
23:35understand what they would want to do
23:37and a while to think a cake how do we do
23:39something that's fundamentally different
23:40as opposed to a meaty product here how
23:44do we fundamentally you know create a
23:46differentiated reason to use music from
23:47Apple as opposed to well that's just
23:49claims qualify or buy Spotify this felt
23:54and a lot of people felt like it went on
23:57for half an hour and it didn't hammer
24:00home what are the real key reasons why
24:03this is amazing right it was a bit
24:07woolly frankly I didn't think the news
24:12announcement was woolly the question for
24:14the news announcement was okay people
24:16have tried this before is this going to
24:18the question for the music announcement
24:19was it's like how much of this is middle
24:22aged men in untouched shirts you like
24:24certain kinds of music and certain ways
24:26of doing things who are kind of
24:27to adapt to the modern world at least
24:30they didn't have Coldplay or u2
24:32performing yeah yeah they got the memo
24:34and that I I do feel like you know
24:37apples for once in a more obvious way
24:39than ever is playing catch-up yeah for
24:45music there's no question that music
24:47Apple dominated music and they miss the
24:50transition to streaming completely just
24:53as Google miss social completely right
24:56because it's just so totally different
24:58from the kind of a whole model that they
25:01had I which is really ironic because of
25:03course they created the the platform
25:04that enabled streaming you know they
25:06create the smartphone that's what yeah
25:08you know on in one level they created
25:10this is sort of multiple stages of irony
25:13here because on one level they were
25:14perfectly aware that smartphones were
25:15gonna kill the iPod and that's one of
25:19the reasons why creating the iPhone was
25:20so important and they would you solve
25:23the innovators dilemma very well they
25:25created this created the smartphone
25:26revolution and yet somehow music got
25:28lost a long way some are somehow in that
25:30that conversation music music music went
25:33away and they said they missed that and
25:35what they're now trying to do is to get
25:38out ahead again and say okay fine well
25:40what is that how do we actually get to a
25:42point again where it's not just a list
25:45of a hundred million tracks and the
25:47search box and kind of good luck off UK
25:50you're on your luck you're on your good
25:51luck right how you solve that it's hard
25:55and it's not something anyone else has
25:57solved either Benedict will check back
25:59in and see if you're liking Apple music
26:02if you like a 17 year old and Manchester
26:05are tuning into the DJ every every
26:07morning or every evening and this is
26:10obviously evolving month by month and
26:12quarter by quarter so we will be talking
26:14more about it thank you cute
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