Ternus and Cue are full bore on increasing the number of ads shown in apps and otherwise scattered through their devices. This is explicitly the opposite of Apple’s philosophy until recently and Schiller is stepping back reputedly due to his opposition to this approach.
The idea appears to be to sell the devices as a vehicle for showing ads (incremental ARR) over selling them for their intrinsic customer value. You expect this kind of thing from shitty industries like cars or Google or Facebook. But this used to be an explicit “no go” for Apple.
where do you get info that Ternus is about increasing number of ads? i've missed that evidently, I was at Apple engineering for several years, so for Cue i believe it just from observation, but no sense of such for Ternus.
That is too bad - how do you get the reins of a company that size with something antithesis to their product and identity? I hope he doesn't start trying to monetize privacy.
To be a bit critical, haven’t Apple software and hardware quality been getting worse for years even before the new CEO?
Apple Silicon was the exception, that was truly transformative. But other things, like how polished and snappy the OS feels, seems to have been getting steadily worse.
I think the hardware has improved a lot over the past decade, not always in visible ways. I think this is true even if you disregard the replacement of the butterfly keyboard.
Hardware has been improving a lot since the low point of butterfly keyboards and no ports. Jony Ive went out the door and things improved. Then on the software side they course corrected recently after Alan Dye left. I have hope the software improvements will start to accellerate.
The ads show they are out of ideas and with everything enshitifying, and a duopoly, they don't need to serve customers. just be slightly less shitty than google.
This puts them at existential risk of disruption, because it will build huge unseen pressure for customers to flee.
We saw this with Opus 4.7 - 5, losing folks to Sol when it came out. But Anthropic delivered with 5.5
Ternus and Cue are full bore on increasing the number of ads shown in apps and otherwise scattered through their devices. This is explicitly the opposite of Apple’s philosophy until recently and Schiller is stepping back reputedly due to his opposition to this approach.
The idea appears to be to sell the devices as a vehicle for showing ads (incremental ARR) over selling them for their intrinsic customer value. You expect this kind of thing from shitty industries like cars or Google or Facebook. But this used to be an explicit “no go” for Apple.
> Ternus and Cue are full bore on increasing the number of ads shown in apps and otherwise scattered through their devices
There’s zero indication Ternus is onboard with that - Cue yes, but Ternus was not CEO when any of the stuff that is happening now was being developed
He was part of the management team and they know each others’ views. Schiller’s stepping back was a clear signal to me.
where do you get info that Ternus is about increasing number of ads? i've missed that evidently, I was at Apple engineering for several years, so for Cue i believe it just from observation, but no sense of such for Ternus.
That is too bad - how do you get the reins of a company that size with something antithesis to their product and identity? I hope he doesn't start trying to monetize privacy.
> how do you get the reins of a company that size with something antithesis to their product and identity?
Poor decision making exists everywhere. Size of a company is absolutely no insurance against it. See Tesla for a specific example.
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> how do you get the reins of a company that size with something antithesis to their product and identity?
Convince shareholders that it's been leaving money on the table.
To be a bit critical, haven’t Apple software and hardware quality been getting worse for years even before the new CEO?
Apple Silicon was the exception, that was truly transformative. But other things, like how polished and snappy the OS feels, seems to have been getting steadily worse.
I think the hardware has improved a lot over the past decade, not always in visible ways. I think this is true even if you disregard the replacement of the butterfly keyboard.
Hardware has been improving a lot since the low point of butterfly keyboards and no ports. Jony Ive went out the door and things improved. Then on the software side they course corrected recently after Alan Dye left. I have hope the software improvements will start to accellerate.
The ads show they are out of ideas and with everything enshitifying, and a duopoly, they don't need to serve customers. just be slightly less shitty than google.
This puts them at existential risk of disruption, because it will build huge unseen pressure for customers to flee.
We saw this with Opus 4.7 - 5, losing folks to Sol when it came out. But Anthropic delivered with 5.5
2 replies →