rc3.org Rafe Colburn on software development (and other topics)

Posts Tagged ‘Apple’

The most interesting feature in OS X Mountain Lion

Panic Software has a long post explaining code signing and Apple’s new Gatekeeper feature in OS X Mountain Lion. Gatekeeper provides a way for developers to digitally sign their applications, verifying their origin, and for those signatures to be revoked so that the applications cannot run any longer if they are shown to be compromised by malware. Users can decide for themselves whether they want to let their Mac run any application or only applications which have been signed. (Or only applications from the App Store, although I think you’d have to be crazy to do that.) What I find particularly interesting about this is that Apple had decided last year to implement much more draconian rules that would essentially force developers into the App Store by making that the only way that developers could distribute signed applications. Wil Shipley beseeched Apple to take another course and allow developers to sign apps themselves. Here’s the recommendation he made last November:

My suggestion is for Apple to provide certificates directly to developers and allow the developers to sign their own code. And, by doing this, Apple can then reasonably say, “Ok, now we’re going to, by default, not allow the user to run any code whose certificate wasn’t issued by us and signed by a real third-party developer (except the stuff the user checks in the control panel).”

Apple then has the power, if any app is found to be malware, to shut it down remotely, immediately. This is a power Apple doesn’t have now over malware, and that won’t come from more sandboxing or more code audits. I have shown the only way to achieve it is to require developers to sign their code with a certificate from Apple.

At the time, I read the post, linked to it, and thought that it made too much sense for Apple to do it. I was pleasantly surprised to see Apple take that advice.

Update: Nelson Minar reminds us that features like Gatekeeper require users to put a lot of trust in the gatekeeper. I think one reason people are happy about Gatekeeper is that it’s such a retreat from Apple’s previous untenable position.

Daniel Jalkut’s post on Gatekeeper is also worth reading. Gatekeeper is important because it’s a step back from Apple’s previous decision to essentially force developers to distribute their apps via the App Store. That was problematic because App Store apps will be required to operate within a very limited Sandbox. Daniel Jalkut argues that the next step for Apple should take is to greatly increase the rights granted to apps in the Sandbox. Even though Apple has climbed back from its stance that would force developers into the App Store (and Sandbox), it is still making some new features of the OS available only to apps that are distributed through the App Store, so it’s important that the Sandbox be flexible enough to satisfy as many independent developers as possible.

What kind of precedent does iBooks Author set?

There’s been a lot of talk about the licensing terms of iBook Author today. Apple’s new application for creating e-books is cheap, but books created with it can only be distributed through the App Store unless they are free. Gus Mueller wonders about the precedent this sets for Apple’s other tools:

I really hope Xcode doesn’t ship with the same restrictions some day. “Binaries created through Xcode can only be sold through the App Store, and you can’t charge more than $15.99″.

Apple is free to distribute its tools under any terms that it likes, what I am pondering is what authors should do.

As an author, I can say that this doesn’t seem fundamentally different from signing a contract with a publisher. If Publisher A agrees to publish my book, that usually means I can’t also let Publisher B publish it as well. When you use iBooks Author, Apple is your publisher. If you want to give it away for free, that’s fine, but you’re not going to be able to sell a Kindle version published using Apple’s tools.

That doesn’t strike me as horribly unreasonable. The big difference, though, is that if Publisher A publishes my book, it can be sold in any bookstore, online or offline. In the new electronic world, choosing a certain publisher means that you are also choosing only one channel of distribution. If you choose iBooks, you’re also constrained in terms of devices. There are Kindle apps for most platforms, but iBooks is iOS only. It’ll be interesting to see if going with iBooks turns out to be a better economic proposition for authors, or more precisely, to see which authors benefit from going with iBooks rather than Kindle.

It’s a lot to think about, in any case.

Apple is showing more concern about working conditions

Back in July, I argued that Apple’s labor costs should be higher. The company is very profitable, and it wouldn’t cut into their profits much to better compensate employees. This week, there have been a lot of developments on this front. Employees at a Foxconn factory in China threatened mass suicide if they were not given better pay. Also, Mike Daisey, who has travelled to China to observe working conditions there himself, appeared on This American Life to perform part of his one-man show, “The Agony and Ecstasy of Steve Jobs.”

Today, Apple has made some announcements that indicate it is taking more responsibility for labor conditions in its factories. They have released a full list of their suppliers along with a detailed report on working conditions in its factories. Apple has also joined the Fair Labor Association and will allow independent inspections of its factories. Hopefully other electronics makers will follow suit.

Addressing the issues Apple has found in its inspections will cost the company more money, but they can afford it. Here’s to them spending even more in the future. As an aside, I can’t help but wonder whether this is happening now because it’s something that’s more important to Tim Cook than it was to Steve Jobs.

The good and bad of the OS X sandbox

Lots of thoughtful posts are cropping up about the new restrictions Apple plans to implement for OS X applications that will be distributed through the App Store. The occasion is, I suppose, the news that Apple is pushing back the deadline for all applications distributed through the App Store to be Sandbox-compliant from the middle of this month to March 2012.

For a basic rundown of the new rules and what they mean, check out this post from Pauli Olavi Ojala.

For an argument that Apple could take a more realistic, less restrictive approach to securing applications, see Will Shipley. In it, he explains why entitlements and code auditing may be useful in theory, but certificates are a more straightforward solution:

But, in the real world, security exploits get discovered by users or researchers outside of Apple, and what’s important is having a fast response to security holes as they are discovered. Certificates give Apple this.

His proposed solution makes a lot of sense, I’d love to see Apple adopt it.

Ars Technica’s Infinite Loop blog has a useful post on the sandbox features in OS X Lion as well.

What’s responsible for Tivo’s decline?

Marco Arment speculates on what an Apple television might be. He talks about the beauty of on-demand television, and the fact that DVRs are a poor substitute:

Cable TV customers have attempted to gain these benefits with the DVR, but it’s a bad hack. Even the best results are more like an automated VCR than true on-demand video, and almost nobody reliably gets perfect results. The way to escape the dysfunction of broadcast TV isn’t to record it and play it back later.

I want to talk about this part of his post.

As a long term TiVo customer and reluctant user of a DVR provided by Time-Warner Cable, I agree with this. Here’s the thing, though. When TiVo arrived, it was incredibly disruptive. The ability to pause and rewind live television as well as easily record shows and watch them at your convenience was something completely new in the world. Even today, the DVRs provided by cable companies cannot compete with TiVo in terms of user interface.

TiVo’s original capabilities are particularly impressive when you consider the network infrastructure available when it was introduced. For a very long time, TiVo downloaded its guide data over a telephone line using a built-in modem overnight. Broadband wasn’t pervasive enough for TiVo to ship a product that could assume a persistent Internet connection.

I, and a lot of other people, thought TiVo would become a major player in the television industry, mainly because once people experienced television on a TiVo, they would never go back to watching television without it. I was right about that — once you’ve had a DVR, you can give up on TV, or you can shift to a fully on-demand lifestyle, but you can never go back to regular broadcast television. It’s too painful.

Sadly, TiVo has not been doing well for a long time. Here’a report from earlier this year describing TiVo’s shrinking subscriber base. The question is, why has TiVo performed so poorly given their entry into the market as an incredibly disruptive force?

I can think of a few reasons, not all of which are entirely TiVo’s fault.

TiVo’s biggest problem is that they were unable to successfully license its software to cable companies. Cable companies don’t build their own DVRs or write the software. For whatever reason, they have gotten into bed with companies that provide awful hardware with slow, difficult-to-use software. The remotes are terrible, the units are unresponsive, and the on-screen interfaces are embarrassing. TiVo’s software would have been infinitely better. Unfortunately, those licensing deals never happened. What the cable companies offer instead is good enough for most people. The inferior boxes from the cable companies cost less per month and you don’t have to buy the hardware yourself. Most people, given the choice of hundreds of dollars in up-front costs (TiVos cost less now) and upwards of $10 a month, will instead choose to just tack on $5 to their cable bill for the lesser but still functional DVR.

The second problem for TiVo is digital cable and switched digital video. TiVo was at its best when the box at the end of the cable line just needed an analog cable tuner in order to work. Then the instructions for the TiVo just involved plugging the coax into the back of the TiVo and giving it power. When digital cable arrived, you had to connect an IR transmitter to the TiVo so that it could change channels on the cable box your cable company provided. When HDTV became available, the government mandated that cable companies support a standard CableCard interface so that people could tune in HD channels on their televisions. Theoretically, this should have simplified things. TiVo added CableCard support, but the cable companies have never done a good job of supporting them, and in practice, getting a Tivo set up with CableCards has traditionally involved multiple phone calls with the cable company and often a home visit from cable technicians.

Finally, cable companies started using switched video, which requires even more intelligence in the client. My TiVo has two CableCards and a separate tuning adapter, which is required to tune in switched videos. The setup is very flaky and the TiVo fails to record shows on a regular basis. None of that is TiVo’s fault, nor is there much they can do about it. They are dependent on the cable companies, who are ambivalent if not actively hostile when it comes to supporting anything other than their own boxes. The complexity of the required setup has eaten away at the user experience TiVo provides. It was once rock solid and dead simple, but that’s no longer the case.

And the third problem is that TiVo missed the boat on video-on-demand. TiVo supports most of the popular on-demand video services now, but that’s a minimum requirement for anyone who wants to sell you something to connect to your television these days. Netflix, Hulu Plus, Apple, and Amazon.com are the ones making money from video-on-demand. Netflix captured a bunch of subscribers via DVD rentals and has been moving them to video-on-demand. Apple is selling on-demand video through iTunes, and Hulu has key deals with broadcasters. TiVo could perhaps be in a better position had they offered a service that provides downloadable videos (as many people thought they would) long ago, but it’s certainly too late now for them to become a player in that market on their own.

What’s interesting to me is that TiVo clearly saw that cable television was just a data stream that they could tap into in order to let people watch whatever they want on their own time. Before downloading high-quality video of television shows over the Internet on a regular basis was really feasible, tapping into the cable stream and picking what you wanted really was the best option available. I don’t know whether TiVo didn’t see that transmitting shows directly over the Internet was in the nearer future than they predicted, or they saw it but were unable to put the deals into place to become a player in the on-demand market, but their inability to do so perhaps cements their decline.

It really is a shame. I am still a happy TiVo subscriber, and it’s still much, much better than the alternatives if you want to watch cable programming. Services like Hulu Plus and Netflix Instant aren’t viable options if you want to watch sports, or Food TV, or plenty of other channels. But it’s hard not to look at TiVo and think about what might have been. In spite of all of the difficulties, they still offer the best product on the market. The TiVo Premiere Elite looks awesome. You should ask for one for Christmas.

Mike Daisey on Steve Jobs

I encourage you to read Mike Daisey’s New York Times op-ed eulogizing Steve Jobs. It is both tough and fair.

For what it’s worth, I think that Apple’s move toward a closed model of computing, which I have discussed before is justifiable as a technical choice. Is it what I would prefer? No. But it provides customers with both benefits and costs, and each of us can choose whether we think the tradeoffs are worth it.

The more damning indictment is that Steve Jobs failed to lead Apple to a more humane and fair labor arrangement when it comes to manufacturing its devices. I’ve written about that before as well. Apple generates huge amounts of cash — if they wanted to move all of their manufacturing to Long Island over the course of a decade, they could. Sure, it wouldn’t be easy, but it would be truly world changing. At a time when other technology companies are importing sweatshop conditions to America, it really would be a way to Think Different.

The death of Steve Jobs is, of course, sad, and is also notable. He is arguably the greatest businessman of his generation. If we’re going to dwell on it, it should be to reflect on which aspects of his legacy we should emulate and which we should discard.

Who changed the world most, Google or Apple?

A blog post I read earlier by Jesse Brown that’s sophomoric in both premise and conclusion has stuck in my brain, so I may as well write something about it, if for no other reason than so that I can move on to other things. His colleague makes the following assertion:

No company—probably not even Google—and certainly no individual has made as much of a difference or changed the way things work over the past 10 years as Apple has under Jobs.

First, he denies credit to Apple:

Add it all up, and Apple’s biggest impact has been aesthetic. Their products look great and have changed the way lots of other things look. But that’s just it—Apple is all about things. It’s essentially a hardware company, and it’s ill-prepared for a world where objects mean less and information means more. There’s no new God-gadget coming from Cupertino—all Apple can do once it’s done sticking cameras on things and offering them in different colors is to release cheaper iPhones and cheaper iPads, devaluing their gear until the gee-whiz factor is totally gone. This has already happened to the iPod. You probably have a three-old version in a drawer somewhere.

Then, he gives credit to Google:

More than anything, Google has been an accelerator of the greater ambitions of the Internet. Ten years ago, techno-utopians spoke of a future where anyone could be a publisher. Google made random blogs findable and made reader visits bankable. Ten years ago, we heard starry-eyed predictions that any kid could soon have the tools to become a pop star or a filmmaker from their own basement. Now, thanks to Google’s acquisition of YouTube, we take it for granted that this is so. Google preaches “openness,” not because it sounds good, but because the more open and accessible the Internet is to us all, the more money Google makes.

First of all, in his argument against Apple he changes the debate. The question at hand isn’t which company is most likely to change the world over the next ten years, it’s which company changed the world the most over the past ten years. Secondly, he gives credit to Google for acquiring YouTube. Did that really change the world? YouTube was already well on its way when Google bought them out. Anyway, I don’t want to nitpick.

I’ll boil it down to the most world-changing contribution by each company over the past ten years.

Google is the company that improved search engine results enough to really open the Web to the masses. They didn’t invent the search engine, but they did invent PageRank, making search significantly more useful, especially for those who were not search engine experts. Awhile back, I saw a service truck with the terms to use to find them with a Google search painted on the side as part of their contact information. That pretty much says it all.

Apple is the company that brought a real Web browser to the pockets of millions of people. There were other phones that provided “Web browsers,” but before the iPhone the mobile browsing experience did not in any way resemble the experience of using a real Web browser. Once the iPhone was available, it was clear that if you wanted to be a player in smart phones, you needed a device with a screen that was as large as physically possible and that supported a browser that provided a high quality browsing experience. The arrival of the iPhone was the most significant event in telephony since cellular phones were liberated from cars.

Of course both companies have done many other things, but I don’t think any are as significant as those two. Which one made a greater impact? You tell me.

Steve Jobs

Today Steve Jobs announced what I have expected and dreaded for awhile — that he’s stepping down as CEO at Apple. I think Apple will be fine but it’s certainly too soon to say goodbye to Steve Jobs.

The news brings me back to the commencement speech that Jobs gave to Stanford graduates in 2005, which I have read many times. In it, he talks about facing mortality:

No one wants to die. Even people who want to go to heaven don’t want to die to get there. And yet death is the destination we all share. No one has ever escaped it. And that is as it should be, because Death is very likely the single best invention of Life. It is Life’s change agent. It clears out the old to make way for the new. Right now the new is you, but someday not too long from now, you will gradually become the old and be cleared away. Sorry to be so dramatic, but it is quite true.

Your time is limited, so don’t waste it living someone else’s life. Don’t be trapped by dogma — which is living with the results of other people’s thinking. Don’t let the noise of others’ opinions drown out your own inner voice. And most important, have the courage to follow your heart and intuition. They somehow already know what you truly want to become. Everything else is secondary.

Read the whole thing.

101 ways to save Apple, revisited

Just for fun, in light of Apple’s becoming the most valuable company in the world, I thought I’d take a look at Wired’s June, 1997 cover story 101 Ways to Save Apple. There’s some good advice, some bad advice, and a number of suggestions included to inject some levity into the proceedings.

A lot of the suggestions were to be more like Microsoft and embrace the Windows platform. Apple, obviously, rejected that path and has benefitted greatly from doing so. It’s hard to remember now, but many people thought that Apple should drop their operating system and instead turn to making high end Windows PCs. I think we’re all glad they never went that route.

On to the suggestions on the list:

  1. Admit it. You’re out of the hardware game. Bad advice.
  2. License the Apple name/technology to appliance manufacturers and build GUIs for every possible device – from washing machines to telephones to WebTV. Both good and bad. Apple’s resurgence is due in large part to broadening its product line, but not via licensing.
  3. Start pampering independent software vendors. Good advice. Apple has succeeded by creating platforms developers like, not necessarily by pampering them.
  4. Gil Amelio should steal a page from Lee Iacocca’s book – work for one year without a salary, just to inspire the troops. Bad advice. Steve Jobs earns a $1 salary but this has nothing to do with Apple’s success.
  5. Straighten out the naming convention. Good advice. Apple’s simplified product lines are a competitive advantage.
  6. Apologize. Bad advice.
  7. Don’t disappear from the retail chains. Good advice. Apple outdid this and launched their highly successful retail stores instead.
  8. Buy a song. Whatever.
  9. Fire the people who forecast product demand. Good advice. One of Apple’s greatest advantages is that Tim Cook runs Apple’s operations so efficiently.
  10. Get a great image campaign. Bad advice. Apple’s resurgence has been due to great products, not a great image campaign.
  11. Instead of trying to protect your multicolored ass all the time, try looking forward. Whatever.
  12. Build a fire under your ad agency. Bad advice. The meat of this suggestion is, “People want to know about power (the CPU kind, not George Clinton’s), performance, and price.” This is exactly what Apple does not do.
  13. Exploit every Wintel user’s secret fear that some day they’re going to be thrown into a black screen with a blinking C-prompt. Good advice. “I’m a Mac.”
  14. Do something creative with the design of the box and separate yourselves from the pack. Good advice. Apple went on to design packaging so ingenious that the “unboxing video” was born.
  15. Dump (or outsource) the Newton, eMate, digital cameras, and scanners. Bad advice. They dumped these products in favor of the iPod, iPhone, and iPad — their latter day heirs.
  16. Take better care of your customers. Good advice. See also: Apple stores.
  17. Build some decent applications that the business community will care about. Bad advice. Apple’s success in the applications department has mostly been with creative users, as has always been the case.
  18. Stop being buttoned-down corporate and appeal to the fanatic feeling that still exists for the Mac. Bad advice.
  19. Get rid of the cables. Go wireless. Good advice. Apple has done as much as anyone to de-clutter our desks.
  20. Tap the move toward push media by creating a network computer. Bad advice. Probably the most dated piece of advice on the list.
  21. Sell yourself to IBM or Motorola, the PowerPC makers. Bad advice.
  22. Create a new kids’ computer, an upgradable Wintel-compatible machine. Bad advice. Really, really bad advice.
  23. Create a new logo. Strange advice. Apple introduced the monochrome logo in 1998.
  24. Pay cartoonist Scott Adams $10 million to have Dilbert fall in love with a Performa repairwoman. Whatever.
  25. Portables, portables, portables. Good advice. Compelling portable devices are almost entirely responsible for Apple’s ridiculous growth.
  26. If you sell it, make it! Bad advice. Apple still can’t manufacture enough devices to meet demand. They seem to be doing OK.
  27. Relocate the company to Bangalore and make it cheap, cheap, cheap. Bad advice.
  28. Don’t lose your sense of humor. Bad advice. And besides, when did Apple have a sense of humor?
  29. Work closely with Hewlett-Packard, Casio, or someone who understands power management. Good advice. Except that Apple has become the industry leader in power management without help from those other guys.
  30. Reach forward by reaching back. Good advice. This is a suggestion to bolster the AppleLoan program. You can apply for credit right through the online Apple Store.
  31. Build a PDA for less than $250 that actually does something: a) cellular email b) 56-channel TV c) Internet phone. Bad advice. Turns out you can charge more than that if your product is awesome.
  32. Advice to Gil Amelio: shorter speeches, tighter pants. Remember Gil Amelio?
  33. Change the visual presentation of marketing/advertising to signal that real change is under way. Bad advice. None of this really matters.
  34. Port the OS to the Intel platform, with its huge amount of investment in hardware, software, training, and experience. Good advice. Switching to Intel was a huge, positive move for Apple.
  35. Get MkLinux and BeOS to run on PowerBooks. Bad advice. Not a bad idea, but this never had a chance of changing Apple’s fortunes.
  36. Clone the PowerBook. Bad advice. Apple succeeded by doing the opposite.
  37. Take advantage of NeXT’s easy and powerful OpenStep programming tools to entice a new generation of Mac software developers. Good advice. Inevitable, though, once Apple decided to base OS X on NextStep.
  38. Make it easier for ISVs to make applications for both Apple and Wintel environments – if not at the desktop, then certainly at the server. Bad advice. Mac ports of Windows apps have always been terrible. Apple did gain a lot of leverage by making Unix the underlying platform for OS X, though.
  39. Build a laptop that weighs 2 pounds. Good advice. The original MacBook Air weight 3 pounds and was introduced in 2008.
  40. Cash in on millennium fever. Bad advice.
  41. Arrange venture funding for new, cutting-edge multimedia publishers – this is where you shine and where the public will become interested again. Bad advice. Multimedia was already marked for death when this article was published.
  42. Organize a telethon. Whatever.
  43. Remain committed to the openDVD Consortium, addressing the issues of implementing digital versatile-disc technology. Bad advice. Who cares?
  44. Continue your research in voice recognition. Bad advice. Still irrelevant.
  45. Don’t raise the Mac OS licensing fee. Bad advice. Apple killed licensing of the Mac OS in July, 1997.
  46. Stop wasting time on frivolities like Spartacus, the 20th-anniversary Mac. Good advice. Apple has gotten out of the business of esoteric, small volume form factors entirely. I think the cube killed this off once and for all.
  47. Work on ways to make your lower-end models truly upgradable. Bad advice. Apple introduced the iMac in 1998.
  48. Get Ben & Jerry’s to name a flavor after you. Whatever.
  49. Bring back Andy Hertzfeld and the other original Mac folks. Good advice. Apple just brought back Steve Jobs instead.
  50. Give Steve Jobs as much authority as he wants in new product development. Good advice. Steve Jobs became Apple CEO in September, 1997.
  51. Speak to the consumer. Good advice. Apple product announcements have become some of the most closely observed events in the tech industry.
  52. Return to the heady days of yore by insisting that Steve Jobs regrow his beard. Whatever.
  53. Recharge your strategy for Europe, where the PC market penetration is lower than in the US and the population is educated and interested in high tech. Not qualified to assess this one.
  54. Sell off the laser printer business. Good advice. Margins in the printer business disappeared over the past decade or so.
  55. Give the company that buys the printer business a contract to manufacture printers with the Apple trademark. Bad advice. The printer business is irrelevant.
  56. Stick to your schedule. Bad advice. Apple released the first developer preview of OS X in August, 1997, the “public beta” in September, 2000, and the first production release in March, 2001. They still survived.
  57. Bring back John Sculley. Whatever.
  58. Create dollar incentives to attract software vendors to write for the upcoming Rhapsody platform. Bad advice. Bribing developers to code for your platform is not a strategy.
  59. Invest heavily in Newton technology, which is one area where Microsoft can’t touch you. Bad advice. OS X was the future.
  60. Abandon the Mach operating system you just acquired and run Windows NT kernel instead. Bad advice. Really, really bad advice.
  61. Ink a promotion/development deal with Shaquille O’Neal; introduce designer Shaqintosh model. Whatever.
  62. Build a computer that doesn’t crash. Good advice.
  63. Make Java work on your OS. Then develop an enterprise computing strategy in partnership with Sun. Good advice. One reason the Mac stayed relevant in the early OS X years was that it was the ideal platform for writing Web applications that would eventually be deployed on Unix servers.
  64. Team up with Sony, which wants to get into the computer business in a big way – think Sony MacMan. Bad advice.
  65. Roll out the Mac Plus again as a hip retro machine. Good advice. Isn’t this what the iMac was?
  66. Get the top systems integrators to push NeXT’s WebObjects as the ultimate intranet/Internet development environment. Bad advice. Apple actually sort of tried this but open source platforms won out.
  67. Tighten the focus on your publishing niche – both print and electronic – and seek to dominate it in every way. Bad advice.
  68. Retain your Apple Fellows at all costs. Bad advice. People who aren’t developing products aren’t really that useful.
  69. Change your name to Snapple and see if you can dupe Quaker Oats into buying you. Whatever.
  70. Simplify your PC product line. Good advice.
  71. Become a graphic design company and dominate your niche the way Sun and Silicon Graphics do. Bad advice. Turns out Silicon Graphics didn’t have much of a future at all, and neither did Sun, in the end.
  72. Try the industry-standard serial port plug. Bad advice.
  73. Rename the company Papaya and begin an aggressive South Pacific marketing campaign. Whatever.
  74. Solidify the management team. Good advice. Steve Jobs took over as CEO in September, 1997. Tim Cook joined the company in March, 1998. Jonathan Ive joined Apple in 1992. Scott Forstall came over from NeXT. Phil Schiller joined Apple in 1997.
  75. Speed sells. Push your advantage on the speed of the processor. Bad advice. Apple moved to Intel, and competition based on hardware specs became a thing of the past.
  76. Make damn sure that Rhapsody runs on an Intel chip. Write a Windows NT emulator for Rhapsody’s Intel version. Good advice. Apple moved to Intel in 2005. Virtualization has made it easy to run Windows software on Macs.
  77. Lose the cybercafés idea. Good advice, quickly heeded.
  78. Turn Claris loose so it can do some real damage. Bad advice.
  79. Exploit your advantage in the K-12 education market. Good advice, in theory. In the end I don’t think it mattered much.
  80. Maintain existing loyalty at all costs. Use incentives like free upgrades and stock certificates. Bad advice.
  81. Merge with Sega and become a game company. Bad advice.
  82. Give the first Apple made exclusively for Windows a cheeky name. Bad advice.
  83. Develop proprietary programs that run only on Macs. Good advice. Keynote, Final Cut Pro, and Aperture are all good examples here.
  84. Effectively communicate your game plan. Good advice. File under “obvious” though.
  85. Quit making each Mac in a platform-specific case, with platform-specific parts. Bad advice. Well, it’s obviously bad if you read this whole item.
  86. Organize a very large bake sale. Whatever.
  87. Price the CPUs to sell. Bad advice. Apple never really went cheap.
  88. Acknowledge that there are people with repetitive stress injuries. Good advice. Apple didn’t follow it, though.
  89. Create a chemical that cleans the Mac’s pale gray plastic. Bad advice. Apple killed off the gray plastic computer instead.
  90. Design a desktop model – call it La Dolce Vita – with a built-in cappuccino maker. Whatever.
  91. Start a new special projects group led by either Jobs or another passionate and creative designer to create the next “insanely great” technology. Good advice. Apple basically just turned the whole company into this special projects group.
  92. With each new Mac, include a CD-ROM that explains the Apple family tree and future plans. Bad advice. How many units would this have ever sold?
  93. Develop a way to program that requires no scripting or coding. Bad advice. Unrealistic.
  94. Maintain differentiation between Wintel and Apple. Good advice. Probably the best piece of advice on the list.
  95. Fight back. Stand up for yourself with ads that respond to the negative press. Bad advice. Better to build things that don’t earn the negative press in the first place.
  96. Partner with Oracle, using its technology for a backend database with your friendly face. Bad advice. I can’t think of a worse partner for Apple than Oracle.
  97. Have Pixar make 3001, A Space Odyssey, with HAL replaced by a Mac. Whatever.
  98. Testimonials. Good advice. Apple’s Switch ad campaign is basically this. Those ads were incredibly effective.
  99. Reincorporate as a nonprofit research foundation. Funny.
  100. Build a second graphics/video product based on the connection with Pixar (and therefore with Disney). Bad advice. This wouldn’t have saved the company.
  101. Don’t worry. You’ll survive. It’s Netscape we should really worry about. Nailed it.

I’m not the only person who has taken this on. Derek Warren compiled a detailed look back in February. I found his piece after I wrote this one.

Apple’s labor costs should be higher

I don’t really know what conditions are like in the factories where Apple’s products are assembled in China. On one hand, you have Apple’s supplier responsibility page. On the other hand, you have suicides at Foxconn factories where Apple products are assembled.

Today I noticed some manufacturing estimates for the iPhone 5. Apple is rumored to have placed an order for 15 million iPhone 5s from Pegatron, a manufacturer with factories in China. Apple sold 18.65 million iPhones last quarter. I can’t help but wonder how much better working conditions would be if Apple spent $5 more per iPhone on labor costs. Apple has at least $60 billion in cash and had profits of around $6 billion last quarter. Spending $5 more per iPhone would cost them less than $100 million per quarter.

I realize that Apple doesn’t set the pay rates in its suppliers’ factories, but of course they can put anything they want in their supplier compliance agreement. They could limit hours per week worked or require manufacturers to offer paid vacation. I wonder what Apple’s costs would look like if they required overseas manufacturers to comply with all U.S. labor laws except our minimum hourly wage?

The excuse has often been made that low margins in the electronics business lead to the poor working conditions in overseas factories. Apple’s margins aren’t low — I’d like to see them do even more in terms of helping out the people who assemble the gadgets we all love so well. And to be fair, I’d be glad to pay a bit more for gadgets if the money were going directly to the people on the assembly lines.

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