Rene Ritchie Rene Ritchie

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For some people, a computer is a device that you can use to make apps... for that computer. And, for most of its existence, that’s counted the iPad out, almost completely. At least until last year… That's when Apple gave Swift Playgrounds the ability to use SwiftUI to create honest-to-Craig iPhone and iPad apps... on the iPad. And now, just this month, the Mac version of Swift Playgrounds has gained the ability to make SwiftUI apps as well!

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Live Transcription, Door Detection, Apple Watch Mirroring, and much, much more — all coming later this year, which is like Apple code for an advanced preview so it doesn’t get lost in all the usual Dub Dub Hub Bub come June, when we’ll get the full-on previews of iPhone and iPadOS 16, macOS 13, and watchOS 9.

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I want to talk about the iPod. Why it became a cultural phenomenon, helped to save Apple and give birth to the iPhone… but also… why it absolutely had to die. 




And I want to focus on three very specific decisions that Apple made, decisions that led to the iPod’s incredible success, but also… it’s inevitable destruction.

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The Google I/O keynote had just finished and my timeline and messages are filled up with snark and snarls over all the features Android is copying from iOS, from 2021’s digital IDs to 2014’s Continuity, and pretty much every hardware feature from Apple to AirPods Pro for the Pixel Watch and Pixel Buds Pro… And you know what? I don’t care. Here's why!

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Depending on who you listen to, Apple is either in the fight of their lives to preserve the company culture, the culture that created everything from the iMac to the iPod to the iPhone to… you get the idea




Or, they’re busy screwing up return-to-work so badly that there may soon be no company left to culture, at least in any meaningful way




As usual, a ton of the coverage is sensationalized, because absolutely everyone is compelled to have an opinion on absolutely everything, loudly and immediately. Like me, obviously. But let's see if we can’t just add a slice of nuance to this discussion

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There’s this new book out with the YouTube click-bait-worthy title of 'After Steve, How Apple Became a Trillion Dollar Company and Lost Its Soul'. Basically, casting Tim as a neglectful father who never gave Jony the support or protection he needed, and Jony as a spoiled and detached diva, who fell increasingly out of touch with Apple, customers, and regular humans… But is any of that true? Some of it? I’ve had a review copy for a couple of weeks. I’ve read it twice. I’ve spoken to Tim and Jony — and Tripp! — In the past. And as someone who’s covered Apple day-in, day-out for almost 15 years, I’m going to tell you just exactly what I think!

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