iPhone, every mention
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every year anyone Benedict Evans 297Toni Cowan-Brown 11Leonard Brody 2Jay Goldberg 2Bernadette Kevins 1
Verbatim, from the transcripts: the passages where iPhone comes up
Talking about crypto
- ▶ 35:50 Benedict Evans Do you date it from the iPhone?
What we know about web 3 so far
- ▶ 3:26 Benedict Evans Whereas now your iPhone is full of source code and, but you can't see what Apple's doing with it. 2 times in the scene
- ▶ 14:10 Benedict Evans Like, the iPhone is full of open source software. 6 times in the scene
- ▶ 34:03 Benedict Evans Is what it means that the internet used to be, and technology used to be, this weird thing that you bought, and that you used at work, and then it was something for techies, and then people would say, I'm not computer literate, and then… 2 times in the scene
How to think about tech
- ▶ 9:49 Benedict Evans And, you know, bear in mind the iPhone launched in 2007 and the sales didn't take off until 2010.
The Meta reality
- ▶ 5:21 Benedict Evans The iPhone and to mostly the same extent on Android, Facebook and everybody else are sort of on the sufferance of what Apple and Google want to let you do. 2 times in the scene
- ▶ 18:16 Benedict Evans The original iPhone had no apps, no video camera, no three G. 4 times in the scene
- ▶ 30:40 Benedict Evans Contrast the iPhone with the watch. 2 times in the scene
Apple's metronome
- ▶ 0:19 Benedict Evans So we thought it would be kind of interesting to wrap up, um, the new iPhones and so on, very, very briefly, because it's actually interesting how uninteresting they are.
- ▶ 2:52 Benedict Evans And, you know, you look at the new iPhones, and you know, the hardware design hasn't changed, the chip is 50% faster, the camera is better every year, the screen's better every year, there's all the steady incremental improvement. 5 times in the scene
- ▶ 17:43 Benedict Evans Half of what's spent on the store is not .5% of people who own an iPhone.
- ▶ 26:51 Benedict Evans Um, multi-touch, like, three years before the iPhone. 2 times in the scene
- ▶ 29:54 Benedict Evans Well, they could, you know, they could make it with a better case and the thumb will be better and redesign the key, the keyboard and, you know, they could, you know, they could make a better blackberry, but that's not what the iPhone was. 3 times in the scene
Games and Roblox
- ▶ 4:33 Benedict Evans Everybody plays rope rolls, and they play it with each other on their iPhones or their tablets in the evening or in the after school.
- ▶ 9:25 Benedict Evans They want games to be written for iPhone.
- ▶ 33:54 Benedict Evans So before the iPhone launched, there was a whole industry 2 times in the scene
Telcos and Tesla
- ▶ 1:43 Benedict Evans Really no role to play at all in the internet, mobile internet, smartphone, computing experience, anything that we do on our iPhone.
- ▶ 20:40 Benedict Evans And there's this very common narrative that Tesla is a new iPhone. 2 times in the scene
- ▶ 27:39 Benedict Evans The, the, the length of the shift, there's two different dynamics here, because the length of the shift in phones was partly a consequence of how long it would take Moore's law to get you to a computer like the iPhone. 2 times in the scene
Creativity and Optimism
- ▶ 2:07 Benedict Evans Um, so yeah, so that was, but that was, that was sort of, that was sort of, sort of, which is, is sort of ancient prehistory of tech, when the iPhone was just, you know, mobile operators hadn't quite realized that this iPhone thing could…
'Digital transformation' - beyond the silly slogan
- ▶ 7:02 Benedict Evans There's a thought, because I have a collection of photographs of people's iPhone home screens showing the unread email count.
- ▶ 18:13 Benedict Evans damn, how am I going to do that on my iPhone?
- ▶ 24:27 Benedict Evans I mean, it's a completely different example is if you've only ever used an iPhone, and you try and use an Android, or you've only really ever used Android, and you try and use an iPhone, you will sit and swear and say, this thing is a… 2 times in the scene
- ▶ 39:28 Benedict Evans You know, we've got to have a good music service, but that's a condition of entry to buying an iPhone, but the revenue is, like, completely immaterial.
Tech in china, from inside and outside
- ▶ 7:17 Benedict Evans Because no one can actually, I mean, I can install WeChat on my iPhone, but none of the services exist outside China.
- ▶ 47:01 Benedict Evans And I'm just curious, I mean, how much does, does Apple's, I mean, the iPhone is, I think, something like a quarter of the base from, like,
The Business of publishing
- ▶ 14:29 Benedict Evans Okay, well look in the settings on your iPhone, and there's a whole section
Paying attention to Apple again
- ▶ 5:05 Benedict Evans Like, there's a bunch of, there's a bunch of things that are like, well, that's a cool feature if you've got an iPhone, you've got an iPad, that will happen, that will be great, you'll be happy with that. 6 times in the scene
- ▶ 12:15 Benedict Evans Um, I mean, bear in mind that when the iPhone launched, it shipped with Google Maps on it, or an Apple app that connected to Google Maps, and an Apple app that connected to YouTube. 4 times in the scene
- ▶ 23:42 Benedict Evans Whereas there are a billion iPhones out there and five hundred million people go to the app store every week and there are billions of apps being installed every month. 2 times in the scene
- ▶ 32:20 Benedict Evans Um, now, so just to get specific, so what Apple have done is, A, Apple Mail and Mail on iPhone and iPad
- ▶ 37:44 Benedict Evans And also maybe to build their own advertising business using the local data collected just on the iPhone, and then they sell that into the website and into the app, um, because it's quite private, um, as opposed to being un-private. 3 times in the scene
Trying to understand Ad Tech
- ▶ 11:57 Benedict Evans An IDFA is basically a tool on the iPhone that says you tapped on an ad for an app, you went to the app store, you installed it, you opened the app, you bought something,
- ▶ 30:37 Benedict Evans What exactly is the difference between Google knowing you're a woman with young children, and having that on a data center in Oregon, and Apple knowing, and, and your iPhone knowing that you're a woman with young children, and showing you…
App stores: arguing like it's 2009
- ▶ 0:59 Benedict Evans Apple launches the iPhone in 2007.
- ▶ 4:49 Benedict Evans Bloomberg has an iPhone app. 3 times in the scene
- ▶ 14:02 Benedict Evans And it's worth, worth understanding again, like when Apple launched the app store, I think they'd sold like a million iPhones in total. 2 times in the scene
- ▶ 27:42 Benedict Evans A billion people have an iPhone now.
Who's in the office? Notes on a year of remote work.
- ▶ 26:11 Benedict Evans I just got a reply from them when they woke up from their iPhone.
Shopify and digital transformation
- ▶ 5:11 Benedict Evans And people have made the same point about the iPhone. 4 times in the scene
Why do we care about games?
- ▶ 12:59 Benedict Evans Because, draw the parallel with the iPhone, 3 times in the scene
- ▶ 15:17 Benedict Evans But just before the iPhone, I worked at NBC Universal, and we did this sort of big digital strategy project of, like, well, what next after, like, broadband has happened, like, and so, like, in-game advertising, and MVNOs, maybe, and,… 2 times in the scene
- ▶ 28:23 Benedict Evans Um, so there is school, he's playing Roblox with his school friends with one device open on FaceTime, iPhone on FaceTime.
Two Europeans talk about China
- ▶ 24:06 Benedict Evans So, 80 or nine, something like 95% of iPhones are made in Shenzhen. 3 times in the scene
The history of doom-scrolling
- ▶ 43:19 Benedict Evans If you make the font, if you make the font bigger on your iPhone, then it doesn't fit, and it's like three dot dot dot zero.
What comes next?
- ▶ 1:59 Benedict Evans Then the web is the center of the tech industry from the nineties through to sort of, well, really the iPhone is 2007. 2 times in the scene
Slack, Salesforce and the future of work
- ▶ 20:39 Bernadette Kevins Remember when the voicemail was a marquee feature for the original iPhone?
The acceleration of ecommerce habits
- ▶ 22:54 Benedict Evans Because they're such like a desire, I never remember if it's desire path or demand path, you know, where you look at the behavior that's actually happening as opposed to what you want, and obviously, you know, I don't think Apple really…
The paradox of Apple
- ▶ 1:30 Benedict Evans Chips that they design themselves, and they've been designing the chips for iPhones and then iPads for a decade or so, and of course, given Moore's law, those have been getting steadily faster, and they're now ready to use a version of…
- ▶ 4:32 Benedict Evans The arm swings back and forth, another iPhone, another operating system, another version of macOS and iOS, and 7 times in the scene
- ▶ 8:10 Benedict Evans And I have an iPhone with a cable plugged into my Mac so that I've got a decent camera that's plugged into an app called Camo.
- ▶ 13:08 Benedict Evans And then they did the same thing with the iPhone.
- ▶ 15:31 Benedict Evans Most obviously, they didn't make the iPhones. 2 times in the scene
- ▶ 27:02 Benedict Evans This was always, this was always a joke about Oracle buying TikTok, that Larry Ellison had worked out that every iPhone has eight cores, so he can charge you eight CPU licenses. 3 times in the scene
- ▶ 28:09 Benedict Evans It is, and then you hold this, and you hold this thing in your hand, and it's a piece of glass, and it looks basically the same as an iPhone from 2007. 4 times in the scene
How do you destroy a tech monopoly?
- ▶ 18:10 Benedict Evans So there's about a billion iPhones out there and about three billion Android phones, give or take maybe three and a half.
- ▶ 21:09 Benedict Evans And you probably also worry a lot about what Apple is doing on the iPhone, and it's, and how it controls your access to data.
Amazon and eCommerce
- ▶ 30:48 Benedict Evans It's like Foxconn makes iPhones, but they don't make their own phones because that's not what they are.
What the Apple and Facebook events tell us about their product cycles
- ▶ 4:56 Benedict Evans I mean, Apple, they normally do the flagship as the iPhone, and the iPhone event is delayed because of five G and COVID and so on. 2 times in the scene
- ▶ 10:55 Benedict Evans Well, it's a different proposition, certainly, and, you know, if you're, you know, if you're trying to, the whole point of the phone was, the iPhone was, it was for everyone. 4 times in the scene
- ▶ 17:37 Benedict Evans And so to that point, you know, there was a point where the new iPhone was like, 6 times in the scene
- ▶ 23:01 Benedict Evans It's a little bit, it's, it's as though, well, you know, arguing against everything that I've just said, you could say, this is a bit like saying, our vision is the iPhone, so we won't ship anything until we've got the iPhone, so we won't… 3 times in the scene
- ▶ 23:16 Benedict Evans We won't sell anything, and not just the original iPhone, but like the iPhone X, we'll wait till we've got one of those and not sell anything in the meantime.
- ▶ 26:39 Benedict Evans You know, it's this relentlessly optimized machine for turning out a certain kind of product every 12 months, and whether that's phones and iPads and watches, and shipping two hundred and fifty million iPhones a year, machined out of… 3 times in the scene
Is Europe a market?
- ▶ 40:27 Toni Cowan-Brown You look at everything, whether it's roaming charges, whether it's the default setting, privacy settings on your iPhone, whatever it is, they always do it with the consumer in mind.
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