I am going to re-use this quote til the day I stop commuting between SF and NYC.
No surprise, but Gruber gets it. Performance is a distraction, and it all comes down to control. Going back to my point about Apple producing its own processors from the other day, you can look at the introduction of the iPod, iPhone & iPad as evolutionary steps towards greater and greater control of the device ecosystem - all the way down to the silicon.
A: Apple has for years been in the silicon design business. On PowerPC, Apple always personally crafted the northbridge and southbridge chipsets. It’s not new to us. For the iPad, we felt we had the best knowledge of what we wanted the silicon to do and were in the best position to do it ourselves rather than going to someone else offering something that wasn’t really exactly what we wanted. At the end of the day, we want to make the world’s best products. By doing it ourselves, we were putting ourselves in the best position to do so.” —
10 years from now, Apple’s decision to roll its own processors - optimized entirely for its’ devices OS (!) - will be seen as a transcendent moment in the marketplace.
This is effectively why I’m in NYC this week, and I’m seeing the evidence that everyone’s been talking about. Talking to prospective clients out here, there’s an energy that’s certainly unique - people have a feeling that a fundamental shift has occurred/is occurring.